SERP (Search Engine Results Page)

A SERP, or search engine results page, is the page Google, Bing or another search engine shows after someone types a query. Each SERP is built for that specific search, so the results for “plumber near me” look very different from the results for “how to unblock a sink”.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

What appears on a SERP

Modern results pages contain far more than ten blue links. Depending on the query, you may see:

  • Organic results: the standard listings that SEO aims to win.
  • Paid ads: sponsored listings at the top and bottom of the page (see SEO vs PPC).
  • AI Overviews: AI-generated summaries with links to sources.
  • Featured snippets: a highlighted answer taken from one page.
  • People Also Ask: expandable boxes of related questions.
  • The Map Pack: three local businesses shown with a map.
  • Rich results: listings with stars, prices, FAQs or other extras.
  • Images, videos, news and shopping carousels.
  • Knowledge panels about brands, people and places.

Why SERP features matter for SEO

Each feature takes space and attention away from the classic organic links. Ranking first organically for a query with an AI Overview, ads and a map pack can bring far fewer clicks than ranking first on a plain results page. That is one reason Zero-Click Searches have grown.

The good news is that most features can also be won. Structured data (Schema Markup) can earn rich results, clear answers can win featured snippets and AI citations, and a strong Google Business Profile can win a place in the map pack.

How to analyse a SERP

Before targeting any keyword, search for it yourself, ideally in a private window and from the location your customers search from. Ask:

  1. What type of pages rank? Guides, product pages, service pages or videos? This tells you the Search Intent.
  2. Which features appear? If there is a map pack, you need local SEO. If there is an AI Overview, you need clear, citable answers.
  3. How strong are the competitors? Large brands with thousands of links are harder to beat (see Keyword Difficulty).
  4. What is missing? Gaps in the current results are your opportunity.

My guide on how to find the competition of a key phrase in Google walks through this process step by step.

How to get more clicks from the SERP

Ranking is only half of the job. You also need people to choose your result. Improve your Click-Through Rate (CTR) by:

  • Writing a clear, compelling Title Tag that matches the search.
  • Writing a Meta Description that promises a specific benefit.
  • Using structured data to qualify for rich results.
  • Keeping URLs short and readable.

Common SERP myths

“Position one is all that matters” is no longer true. A result in a featured snippet, an AI Overview citation or the map pack can matter more than the first organic link. Track your visibility across features, not just your average position in Google Search Console.

Key Takeaways

  • A SERP is the results page shown for a specific search.
  • Features such as AI Overviews, snippets, ads and maps compete with organic links.
  • Study the SERP before targeting a keyword to understand intent and competition.
  • Strong titles, descriptions and structured data win more clicks.
  • Track visibility across features, not only average position.

Related Terms

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