However, in order to avoid overwhelming users, search engines and personal preferences often limit the number of results displayed per page. With the vast amount of content available online, it's no surprise that a single search query can yield countless pages of results. For sponsored results, the advertiser chooses what to display. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web, and a short description showing where the keywords have matched content within the page for organic results. The results are normally ranked by relevance to the query.
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