The SERP (Search Engine Results Page) is the results page a search engine shows after a query. It is no longer a simple list of links: alongside the organic results there are ads, answer boxes, maps, images, videos and, in many cases, summaries generated with artificial intelligence. For SEO the SERP is where visibility is decided: understanding what it contains for the searches that matter is the first step to deciding what to publish and in which format.
What makes up a SERP
The elements change from one query to another. The most frequent ones are these.
| Element | What it is | What it means for a site |
|---|---|---|
| Organic results | The links to sites chosen by the algorithm, not paid for | They are the goal of organic search |
| Ads | Spaces bought through an advertising auction, marked as “Sponsored” | On many commercial searches they take the top positions |
| Answer box | An excerpt from a page shown in a highlighted position | It cites the source and can bring clicks or answer without a click |
| People also ask | Related questions that open with a click | They show the sub-questions a piece of content should cover |
| Knowledge panel | A card about an entity, such as a person, a company or a place | It draws on structured sources and the Knowledge Graph |
| Local results with a map | Businesses near the place of the search | They depend on local signals and proximity |
| Images, videos, news, shopping | Blocks dedicated to different formats | They require content designed for that format |
| AI summaries | A generated synthesis, with links to the sources: see AI Overviews | It can reduce clicks, but it cites the sources |
Some enriched formats have been reduced over time: for example, since 2023 FAQ results are limited to a few institutional and health sites. That is why rich snippets should be checked on the real SERP, not taken for granted.
Why the SERP changes
Two people do not necessarily see the same page. The SERP depends on the intent of the query, the language, the location, the device and, in part, the user’s history (personalized search). It also changes over time, when the engine modifies formats or updates its algorithms. That is why a position detected at one moment and from one location does not match the one seen by all users: see average position.
How to read a SERP before writing
Looking at the results page for the important searches is one of the most useful checks before creating or updating content.
- Search the query the way a customer would, from an anonymous window and without logging into the account.
- Note which formats appear (guides, product pages, videos, maps): they indicate the search intent the engine recognizes.
- Assess how much space ads and special blocks take before the organic results.
- Look at the first organic results: what kind of sites they are (companies, publications, forums), what angle and what depth they have.
- Note the related questions and the recurring topics to cover.
- Repeat the check on mobile and for the cities that matter.
- Compare what you see with the real data in Search Console: impressions, clicks and average position.
SERP, position and clicks
Ranking position no longer matches position on the page: the first organic result can sit below ads, boxes and maps. That is why it is worth looking at clicks and not only at positions, and keeping in mind that some searches end without any click (see zero-click search).
Frequently asked questions
What does SERP mean?
It stands for Search Engine Results Page, that is, the results page a search engine shows after a query.
Do two people see the same SERP?
Not necessarily. Location, device, language, search intent and in part the user’s history can change results and formats.
What are the special features of the SERP?
They are the elements that are not simple links, such as answer boxes, related questions, knowledge panels, maps, image or video carousels and AI summaries.
Can you choose how a site appears in the SERP?
Only in part. Clear titles and descriptions, correct structured data and well-organized content help, but the engine decides which formats to show.
How do you check how your site appears?
By searching the important queries and comparing them with the Performance report in Google Search Console, which shows impressions, clicks, click-through rate and average position for each query and page.
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Related entries:
Organic search Average position AI Overviews Zero-click search Search intent Rich snippet