SEO glossary · Updated
What is a SERP? The search engine results page, explained
SERP stands for search engine results page: the page a search engine shows in response to a query, with organic results, ads and other features.
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A SERP (search engine results page) is the page you see after you search. On Google today it's rarely ten blue links: it can include ads, an AI Overview, a map with local businesses, images, videos, questions people also ask, and the organic results.
What appears on a Google SERP
| Feature | What it is | How you get in |
|---|---|---|
| Organic results | Unpaid web results, each with a title link and snippet | SEO |
| Ads | Paid results labelled as sponsored | Google Ads |
| AI Overviews | An AI-generated summary with links to sources | Indexed, snippet-eligible pages; no special markup |
| Featured snippet | An extract from one page shown prominently | A clear, direct answer on an indexed page |
| Local pack | A map and three local businesses | Google Business Profile and local SEO |
| People also ask | Expandable related questions | Pages that answer those questions clearly |
| Rich results | Results with stars, prices, events and more | Structured data Google supports |
| Images, videos, top stories | Media and news results | Image and video SEO; news content |
Why SERPs matter for SEO
Your ranking is only part of the story. If a SERP has four ads, an AI Overview and a local pack, the first organic result may sit well down the screen. Look at the actual results page for each target query to see what kind of content wins and which features you can compete for.
Analyzing a SERP
- Search the query in a private window, and on a phone.
- Note the features shown and which sites appear in each.
- Note the type of page that ranks: guide, product, list, tool, local business.
- Build the kind of page that wins, and target the features you can realistically earn.
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Audit your website freeFAQ
What does SERP stand for?+
Search engine results page: the page shown after a search.
What is SERP ranking?+
Where a page appears on the results page for a query. Because features such as ads and AI Overviews take space, position one in organic results isn't always the top of the screen.
Are SERPs the same for everyone?+
No. Results vary by location, language, device and search history, which is why rank trackers and your own searches can show different positions.
Sources
- In-depth guide to how Google Search works — Google Search Central (2025-12-18)
- AI features and your website — Google Search Central
- Structured data markup that Google Search supports — Google Search Central
- About Ad Rank — Google Ads Help