The results are normally ranked by the query. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web, and a shot showing where they have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display. Due to the huge number of items that are available or related to the query, there are usually several pages in response to a single search query as the search engine or the user’s preferences restrict viewing to a subset of results per page.