The SERP (Search Engine The Search Engine Results Page (SERP) is the page a search engine returns after a query. Besides the organic listings it often contains extra elements such as ads, featured snippets or AI Overviews.Open glossary entry →) is the page Google or another search engine shows in response to a query. It used to consist mainly of ten blue links. Today it is far more varied.
A modern SERP can combine several areas:
- organic results with a title and description,
- paid ads,
- A featured snippet is a highlighted answer excerpt that Google displays above the classic results. It answers a query directly and is often called position zero.Open glossary entry →,
- AI Overviews are AI-generated answer boxes from Google that appear above the classic search results. They summarize information from the web and can change click distribution.Open glossary entry →,
- People Also Ask (PAA) is a Google SERP element that shows related questions with expandable answers. It helps users explore a topic further and can affect clicks.Open glossary entry →,
- local packs,
- shopping results,
- video carousels.
Which page type dominates the SERP matters, because it reveals the likely Search intent is the goal behind a search query: does the user want to learn something, buy something or reach a specific page? Content only ranks well if it matches this intent.Open glossary entry →. If Google mostly shows guides, a pure sales page will rarely rank. Additional SERP elements can also absorb clicks, so a page may receive fewer visitors despite holding a stable position.