What is SERP (Search Engine Results Page)?

A SERP — search engine results page — is the page a search engine shows in response to a query, combining organic results, ads, AI Overviews and features like maps, images, videos and People Also Ask.

SERP (Search Engine Results Page) — SEO Library

What a modern SERP contains#

Ads — sponsored results at the top and bottom.
AI Overview — an AI-generated summary with source links, for many informational queries.
Organic results — the classic blue links, often with rich result enhancements.
SERP features — featured snippets, People Also Ask, local pack, image and video packs, Top stories, shopping results, knowledge panels.

Why studying the SERP matters#

Intent: the result types show what Google thinks searchers want.
Format: lists, guides, tools, product pages or videos — match the dominant format.
Competition: who ranks tells you how hard the keyword really is.
Click potential: lots of features above the organic results mean fewer clicks per position.
Opportunities: features you can win, such as a snippet or video slot.

Tip Check SERPs in a private window and, for local businesses, with the right location set. Results differ by city and device.