Search Engine Results Page (SERP)
The page of results you get after a search — now a mix of links, ads, maps, and AI answers competing for attention.
The SERP is the page a search engine shows after someone types a query. It used to be a simple list of ten blue links, but today's SERP is crowded: paid ads at the top, a map pack for local searches, featured snippets, 'people also ask' boxes, images, videos, and increasingly an AI-written answer sitting above everything else.
Understanding what your customers' results pages actually look like tells you what you're really competing against. If ads and an AI answer fill the screen before any regular result, simply 'ranking number one' in the classic list may matter less than earning the snippet, the map spot, or the AI mention.
Why it matters
Knowing what actually fills the results page for your customers' searches tells you where you truly need to show up to get found.