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What is the SERP?

You type “order pizza” into Google, and a fraction of a second later, a page full of results appears. Ads at the top, a map with local pizzerias, organic links, maybe an AI-generated answer. All of that together is the SERP: the Search Engine Results Page.

What is the SERP?

SERP stands for Search Engine Results Page: the page a search engine displays in response to a search query. When you type something into Google, Bing, or another search engine, the page that appears is the SERP. Every search engine has its own SERP, with its own structure and rules. Google is by far the dominant player, but the basic principles apply across the board.

How does the SERP work?

A search engine uses its algorithm to determine which results are displayed and in what order. Google uses an estimated hundreds of ranking factors to assess which pages are most relevant to a search query. That algorithm is constantly being updated.

The SERP of the past was simple: ten blue links, a “next page” button, and that was it. Those days are gone. Today, a SERP includes ads, images, videos, AI-generated answers, and information blocks about businesses. A user types in a search term, the algorithm analyzes and weighs thousands of signals, and the SERP is compiled in milliseconds.

Why is the SERP important?

The SERP is the arena where search engine optimization and paid advertising (SEA) converge. If you’re not visible in the SERP, a large portion of your target audience won’t even know you exist. That makes the SERP the starting point for any serious online strategy.

What does a SERP consist of?

A modern SERP consists of two basic types of results. Organic results are the unpaid results that Google ranks based on its algorithm. Paid results are ads, labeled “Sponsored,” that advertisers purchase through Google Ads. Paid results typically appear at the top and sometimes at the bottom of the page.

In addition to this distinction, a SERP also includes a wide range of SERP features: additional elements that display supplementary information and complement or replace the traditional blue link. Only 1.19% of all SERPs contain no SERP features at all, meaning that rich results have become the norm. Which features appear depends on both the search query and the device. A mobile SERP looks different from a desktop SERP.

An AI Overview appears at the top of the SERP and immediately provides an AI-generated answer to the search query. This is also known as “position zero.” The rollout of AI Overviews in 2024–2025 has significantly changed the layout of the SERP and has a significant impact on the click-through rate to organic results. In some cases, it has caused a drop of up to 60% in traffic. For website owners, this means that visibility in these summaries is becoming increasingly important.

The Knowledge Panel is the information block that appears on the right side of the SERP for searches related to well-known people, companies, or locations. Google pulls this information from its own knowledge base. Do you own a business? If so, you’ll want this panel to be accurate and complete, because it directly shapes the first impression.

The Local Pack is the block featuring local businesses and a map that appears in search results with a local intent, such as “plumber Amsterdam.” For local business owners, this is one of the most valuable spots on the SERP. Visibility here generates direct leads.

“People Also Ask” is an expandable block of related questions. Every question you answer in this SERP feature increases your visibility and your chances of being seen as an authority on a topic. It’s also an excellent source of content opportunities.

Image Pack is a carousel of images that appears in search results where visual content is relevant. Those who optimize their images with alt text and relevant filenames have a chance of appearing in this block, regardless of their organic ranking position.

The video carousel displays videos, which are particularly relevant for tutorials, reviews, and how-to content. YouTube videos dominate this section. For brands that produce videos, optimizing this section is a way to claim additional SERP space.

Shopping results are product carousels that appear in transactional searches such as “buy running shoes.” In addition to paid Shopping results, there are also organic Shopping grids. For e-commerce SEO, this is a separate channel that requires its own approach.

Rich Snippets are enhanced organic search results that include additional information such as star ratings, prices, or business hours. They stand out in the SERP and increase the likelihood of a click without requiring you to rank higher. Structured data (schema markup) is the technical key to qualifying for them.

News results appear in real-time searches and display recent news articles. For news websites and blogs that respond quickly to trends, this is an opportunity to temporarily appear at the top of the SERP, even without strong domain authority.

SERP Analysis: Gain Insights from Search Results

A SERP analysis is the systematic examination of search results for a specific search query. The goal is to gain insight into three things: the search intent behind a search term, who your competitors are in the SERP, and what opportunities you haven’t yet capitalized on. A SERP analysis offers four concrete benefits:

  1. Understanding search intent: What type of content ranks? Articles, product pages, videos? That tells you what Google considers relevant for that search query.
  2. An overview of which competitors are present and how strong they are in terms of authority and content depth.
  3. Identifying opportunities, such as winning a Featured Snippet or filling a content gap that others have overlooked.
  4. Determining which existing pages on your website can be optimized to rank higher.

SEO tools such as Semrush, Ahrefs, SmartAI, and Moz are used to perform SERP analyses and monitor rankings over time. A SERP analysis is not a one-time exercise: the SERP changes, and your analysis must adapt accordingly. It is therefore a standard component of an effective SEO strategy.

Often Overlooked in the SERP

Most mistakes in an SEO strategy stem from a narrow view of the SERP. These are the blind spots we see most often:

  • The SERP isn’t just made up of blue links. Only 1.19% of all SERPs contain no SERP features at all. Anyone who focuses solely on organic text results is operating on just a fraction of the playing field.
  • Rank 1 as the ultimate goal. An AI Overview appears above Rank 1 and, in many cases, attracts more attention. If you’re only looking at Rank 1, you’ll miss the position above it.
  • The SERP isn’t the same everywhere. It varies by device and location. A search query on a smartphone in Amsterdam yields different results than the same query on a desktop in Rotterdam. Personalization based on search history also plays a role in this. Anyone who doesn’t test their SERP strategy on mobile has a blind spot.
  • Rankings are not stable. SERP volatility is always happening: positions are constantly changing, with significant spikes around Google core updates. If you don’t monitor them, you won’t notice a drop in traffic until it’s too late.
  • AI Overviews aren’t something to put off—they require serious attention. They appear at the top of the SERP and influence the click-through rate to organic results. If you’re not including AI Overviews in your content strategy, you’re falling behind on a trend that’s already in full swing.

Getting Started with Dominating the SERP

The SERP is the digital playing field for online visibility. It consists of much more than just blue links, is constantly changing, and requires an active strategy. Want to know how search intent determines which position in the SERP is achievable for you? Read more in SmartRanking’s knowledge base about search intent and how to tailor your content to what both Google and the user expect.

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