SERP
Search engine results page: the page of results a search engine shows for a query.
What a SERP is
SERP stands for search engine results page. It's what you see after typing a query into Google or Bing. A modern SERP is far more than ten blue links. Depending on the query it can include ads, a map with local businesses, an AI Overview, videos, images, shopping results, "People also ask" boxes and more. Google's visual elements gallery shows the main components.
What it looks like
A plumber checks the results for "boiler repair Bristol" on her phone. She sees ads at the top, then a map with three businesses, then organic results. That tells her the Google Business Profile is at least as important as the website for this search, so she spends her first month there.
What it means for your clicks
Ranking "number three" means different things on different SERPs. On a search with a map pack and four ads, the third organic result may sit well below the fold on a phone. Looking at the real results page for your important searches tells you what you're up against and which format to aim for, whether that's the map, a video or a standard listing.
How to see where you appear
Search your three most important phrases on your phone, in a private window, from your area. Screenshot the results. Note what sits above the first organic listing and where you appear. Repeat every few months, because layouts change, and compare with Search Console's average position so you aren't relying on one snapshot.
Wrong assumptions
- Checking rankings only on desktop when most of your customers search on mobile.
- Assuming everyone sees the same results. Location, device and language all change what appears.
- Ignoring the features that take up the space, such as maps, videos and AI Overviews.
- Measuring success purely by position rather than clicks and enquiries.
Related search results terms
- SERP feature: Non-classic result units such as maps, videos or AI Overviews.
- Featured snippet: A highlighted answer box Google sometimes shows.
- Local pack: The map-based local results block on many Google SERPs.
- AI Overview: Google's AI-generated summary unit on some queries.
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