What is a Search Engine Results Page (SERP)?

The search engine results page is the outcome of a search query. It lists the apps that the app store’s algorithm considers matches to the keyword that the user submitted.
The best match is ranked on top of the SERP, followed by the next best matches in descending order. The ranking of an app depends on multiple factors:

• The weight of the metadata element where the keyword is placed.
• The total number of product page visitors.
• The impression-to-install conversion rate.
• The total number of downloads.
• The number of downloads in the recent past.
• The amount and quality of ratings and reviews.
• The post-install engagement of users, including the number of active users and the time spent in the app.
• The average revenue per user.
• The number of app uninstalls.

In addition to the organic search results, the SERP also shows paid ads. On Apple’s App Store, the SERP contains one search ad maximum. In contrast to organic results, ads have a light blue background.

On Google Play, up to two search ads might show up per SERP. They are identifiable by the green word “ad” next to the publisher name.