Definition
A SERP (search engine results page) is the page shown after a search, combining organic results, ads and features such as AI Overviews and maps.
SERP explained
A modern results page is far more than ten blue links. Depending on the query, Google may show text ads at the top, an AI Overview, a featured snippet, a People Also Ask box, a local map with three businesses, shopping ads, videos, images, news stories and forum discussions, with organic results in between.
These elements are called SERP features, and they change how much attention each organic position receives. A result in third position on a plain page can be more visible than the first organic result on a page crowded with ads and an AI Overview.
Studying the SERP before you create content tells you what the search engine thinks people want. If a query shows product listings, a blog post will struggle. If it shows how-to videos and PAA questions, a clear guide with steps has a chance. SERP analysis is one of the most useful, and most skipped, steps in keyword research.
Example
You plan an article for “standing desk”, then look at the SERP: shopping ads, product listings from retailers and a local map. You switch to a category page for your brand's desks and keep the article idea for “how high should a standing desk be”, whose SERP is full of guides.
Why it matters
The layout of the results page decides which positions get noticed and which content format can win, so it should shape every content brief.
Related service
Answer Engine Optimization (AEO)
We structure your content so search features and AI assistants can use it as the answer, question by question.
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Related terms
- Search intentSearch intent is the goal behind a search: whether the person wants to learn something, find a specific site, compare options or buy.
- Featured snippetA featured snippet is a highlighted box at the top of Google results that shows an extract from one web page answering the query, with a link to that page.
- AI OverviewsAI Overviews are AI-generated summaries that Google shows at the top of some search results, with links to the web pages used to build the answer.
- CTR (Click-Through Rate)CTR (click-through rate) is the share of people who click a result or ad after seeing it: clicks divided by impressions.
- Local packThe local pack is the map and list of businesses Google shows for local searches such as “plumber near me”, drawn from Google Business Profiles.