SERP (Search Engine Results Page)
The page displayed by search engines in response to a query, containing organic results, ads, and featured snippets.
Definition
A Search Engine Results Page (SERP) is what users see after entering a query into Google, Bing, or other search engines. Modern SERPs are far more complex than simple lists of blue links—they include featured snippets, knowledge panels, local packs, image carousels, video results, and paid advertisements.
Understanding SERP features and how your content appears is essential for SEO success. Different queries trigger different SERP layouts, and optimizing for specific features can dramatically increase visibility and click-through rates.
Why It Matters
SERP real estate directly determines your visibility to potential customers. With Google constantly evolving SERP features, understanding what appears for your target keywords helps you optimize appropriately—whether that's structured data for featured snippets or local SEO for map pack placement.
The first page of results captures over 90% of all clicks, with position one receiving roughly 30%. Knowing how to compete in modern SERPs is fundamental to organic search success.
Examples in Practice
A recipe site optimizes for featured snippets with structured data, capturing position zero and tripling click-through rates despite ranking third organically.
A local business notices competitors appearing in the map pack and prioritizes Google Business Profile optimization to join them.
An e-commerce brand analyzes SERP features for product keywords and adds FAQ schema to earn "People Also Ask" placements.