GlossarySEO
What is a SERP?
Also called: search engine results page, search results
Definition
A SERP (search engine results page) is the page a search engine shows after a query: the list of links plus features like AI Overviews, featured snippets, videos, ads and "People also ask" boxes.
SERP, explained
Ten blue links haven't described Google's results page for a long time. Depending on the query, a SERP can include ads at the top and bottom, an AI Overview, a featured snippet, a "People also ask" box, videos, images, local results, discussions and forums, and then the classic organic results. Each of those is a different way to appear, and each pushes the plain links further down.
That's why rank alone doesn't tell you much. Position 3 under an AI Overview, a video carousel and four ads is a very different spot from position 3 on a page with only links. It also explains why two pages at the same average position can have very different click-through rates.
Each organic result is built from your page. The title link usually comes from your <title> element, although Google may use headings or other text if it thinks they describe the page better. The snippet usually comes from your page content, sometimes from your meta description. Structured data can add extras like ratings or breadcrumbs, when Google supports that feature for the query.
Studying the SERP is the most practical SEO research you can do. It shows you the intent (what kind of pages win), the competition (who ranks and how strong they are), and the opportunities (is there a snippet or AI Overview you could be cited in, or a forum thread where your answer belongs).
SERPs are also personal and shifting. Location, device, language and search history all change what someone sees, and Google tests layouts constantly. Check from a clean browser and remember that what you see isn't exactly what everyone sees.
Why it matters for founders
You're not competing for "a ranking". You're competing for attention on a specific results page. Looking at that page before you write tells you what format to use and whether the query is even worth targeting.
Example
You search "what is llms.txt" and see an AI Overview, a featured snippet from the spec site, and a mix of blog posts. A clear definition near the top of your page gives you a chance at being quoted, not just listed.
Common mistakes
- Tracking rank without looking at what else is on the page.
- Assuming everyone sees the same results you do.
- Writing long titles that get cut off in results.
- Ignoring SERP features that already answer the query outright.
Sources
Checked
Related terms
- Featured snippetA featured snippet is a Google result where the descriptive snippet appears first, above the link, to answer a query directly. Google picks it automatically; there's no markup that makes a page one.
- AI OverviewsAI Overviews are AI-generated summaries Google shows at the top of some search results, with links to supporting pages. AI Mode is Google's separate, conversational search experience built on the same idea.
- Title tagA title tag is the
<title>element in a page's HTML. Google usually uses it for the clickable headline of a search result, and it's one of the clearest signals of what the page is about. - Search intentSearch intent is the goal behind a search: what the person actually wants when they type a query. Pages rank best when their format and content match that goal, not just the words.