What is SERP?
SERP stands for search engine results page, the page a search engine shows after someone enters a query, including ads, organic results, maps, images, videos and AI answers.
Modern SERPs mix many features: paid ads, AI Overviews, featured snippets, map packs, People also ask boxes, image and video carousels, shopping results, knowledge panels and normal organic listings.
The layout changes by query. A search for "pizza near me" shows maps and reviews, while "how to fix a leaking tap" may show videos, a featured snippet and an AI Overview.
Common SERP features
| Feature | What it is | Triggered by |
|---|---|---|
| AI Overview | AI generated summary with source links | Many informational queries |
| Featured snippet | A highlighted answer from one page | Question and definition searches |
| Local pack | Map and three local businesses | Local intent searches |
| People Also Ask | Expandable related questions | Most informational queries |
| Shopping results | Product listings with prices | Product searches |
| Knowledge panel | Facts about an entity | Brand, person and place searches |
| Video and image packs | Video or image results | How to and visual searches |
| Sitelinks | Extra links under a result | Branded searches |
How to read a SERP for SEO
- 1Search your keyword in a private window from your target location.
- 2Note which features appear above the first organic result.
- 3Identify the page types ranking: guides, service pages, products or directories.
- 4Check who ranks: big brands, local businesses, marketplaces or forums.
- 5Look at titles and descriptions to see what angle Google favours.
- 6Decide which feature you can realistically win, such as a snippet, map pack spot or organic position.
Organic results vs paid results
Paid ads appear at the top and bottom of many SERPs and are labelled "Sponsored". Organic results are earned through relevance and quality and cannot be bought. Many searchers skip ads, which is why organic visibility remains valuable even on commercial searches.
SERP features by search type
Local searches
Map pack, local listings and reviews.
Product searches
Shopping results, product grids and reviews.
Question searches
Featured snippets, People Also Ask and AI Overviews.
Why studying the SERP matters
The SERP, or search engine results page, is what appears after a search. Today it often includes much more than ten blue links: AI Overviews, ads, local packs, featured snippets, People also ask boxes, images, videos, shopping results and knowledge panels. Each search shows a different mix.
Studying the SERP before creating content shows what Google thinks searchers want. If a search shows mostly product pages, a blog post will struggle. If it shows a local pack, a Google Business Profile matters more than a page.
SERP analysis steps
- 1Search the keyword in a private window from the target location.
- 2Note the features shown and their order.
- 3Review the top ranking pages and their formats.
- 4Check People also ask questions.
- 5Note whether AI Overviews appear.
- 6Decide on the best page type to target.
SERP features and strategy
Local pack
Focus on the Google Business Profile and reviews.
Featured snippet
Add a clear, direct answer near the top.
Video results
Create and optimise a video.
SERP checklist for new content
- 1Features noted.
- 2Top formats reviewed.
- 3People also ask questions listed.
- 4AI Overview presence checked.
- 5Page type chosen to match.
SERPs and local intent
If a search shows a map pack, Google sees local intent. Even without "near me", searches like "dentist" or "plumber" show local results, so local SEO matters for these terms.
SERP tracking
Rank trackers that record SERP features show whether you hold snippets, appear in local packs or are pushed down by AI Overviews. Track features as well as positions to understand traffic changes.
Why SERP matters for SEO
Understanding the SERP for each target keyword shows what kind of content Google wants and which features you can win.
SERP features also affect clicks. A first place organic result can sit below ads, maps and AI answers, so tracking position alone can be misleading.
How SERP works
Analysing a SERP helps shape your strategy.
Check the features
Note which features appear, such as maps, snippets, videos or AI Overviews.
Study the ranking pages
Look at the type, format and depth of pages in the top results.
Choose your target
Decide whether to aim for the organic results, a snippet, the map pack or video results.
A fitness coach targets "beginner home workout" and finds the SERP dominated by videos and a featured snippet. Creating a short YouTube video and a page with a numbered workout list wins both a video spot and the snippet.
SERP checklist
- ✓Search target keywords and review the full SERP
- ✓Track SERP features in your rank tracker
- ✓Match content format to what ranks
- ✓Optimise for snippets and People also ask
- ✓Use schema for rich results
- ✓Monitor AI Overviews for key queries
Common SERP mistakes
Ignoring SERP features
Ranking first may bring few clicks below many features.
Using the wrong content type
A blog post rarely ranks where Google shows product pages.
Checking from one location
Local SERPs change by area.
Not rechecking
SERP layouts change often.
Related SEO terms
SERP FAQs
What does SERP stand for?
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Search engine results page.
Why do SERPs look different for everyone?
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Location, device, language and search history change results.
Is position one always the top of the page?
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No. Ads, AI answers and other features often appear above it.
Do SERPs change often?
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Yes. Results and features shift with updates, news and seasonality, so recheck important keywords regularly.
Can I appear in several SERP features at once?
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Yes. A page can rank organically, win a snippet and appear in People also ask for the same search.
What are SERP features?
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Special result types such as featured snippets, maps, videos, images and AI Overviews.
How do I see SERP features for my keywords?
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Search them yourself in a clean browser or use a rank tracking tool.
How do AI Overviews change the SERP?
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They add an answer at the top, pushing organic results lower.
What is zero click search?
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A search where the user finds the answer on the SERP itself and does not click any result.
Do ads affect organic SERP positions?
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Ads do not change organic rankings, but they push organic results lower on the page.