Glossary · SEO & AI searchTOFU
SERP (Search Engine Results Page)
The short answer
A SERP (Search Engine Results Page) is the page a search engine displays in response to a query. Modern SERPs are much more than ten blue links — they mix ads, AI-generated answers, maps, videos, images, shopping results and "People also ask" boxes.
Common SERP features
- Paid ads at the top and bottom
- AI Overviews — generated answers with cited sources
- Local pack — the map and three business listings
- Featured snippets — extracted answers
- People also ask — expandable related questions
- Shopping, video and image results
- Knowledge panels for recognised entities
Why SERP features matter
The more features a SERP shows, the fewer clicks go to traditional organic results. Understanding what a query's SERP looks like tells you which format to compete in: a local listing, a video, a product feed or a cited answer.
SERP features and how to target them
| Feature | How to compete |
|---|---|
| AI Overview | Helpful, sourced, crawlable content that answers clearly |
| Featured snippet | Direct answers, lists and tables under question headings |
| People also ask | Concise answers to related questions |
| Local pack | Google Business Profile, reviews |
| Shopping results | Product feed in Merchant Center |
| Video results | YouTube optimisation |
SERPs in practice
A search for "best running shoes" shows ads, shopping results, videos, an AI-generated overview and organic results — each a different opportunity for visibility.
Common SERP mistakes
- Targeting queries where your page type doesn't fit the results
- Ignoring local packs and video results
- Not monitoring AI features
Frequently asked questions
How do I see what a SERP looks like for my keyword?
Search it in a private window, from the relevant location and device.
Why do SERPs vary between people?
Location, device, language and search history all influence results.
Why do SERPs differ between users?
Location, device, language and search history influence results.
Does ranking first still matter?
Yes, though SERP features can push organic results lower. Visibility in features matters too.
What are SERP features?
Elements beyond standard results, such as local packs, videos, shopping results and AI overviews.
Related terms
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