What is a SERP?
SERP stands for Search Engine Results Page. It’s the page that appears after a user types a query into a search engine like Google. The SERP displays a list of results that the search engine believes are the most relevant to the user’s query.
A typical SERP includes a mix of organic results, paid ads, and sometimes special features such as featured snippets, images, videos, or local maps.
Why SERPs Matter
Understanding how SERPs work is essential for SEO because your ultimate goal is to appear on page one, and ideally in the top positions, for searches related to your business.
Modern SERPs have evolved beyond simple lists of links. They now include a variety of result types, such as:
- Featured snippets (answer boxes)
- People Also Ask boxes
- Local map packs
- Shopping results
- News stories
- Video carousels
Where your content appears on the SERP can greatly affect how much traffic it gets. The higher your page ranks, the more likely it is to be clicked. And certain features, like featured snippets, can help your site stand out even more.
Example in Use
If a user searches for “best coffee machine,” the SERP might show:
- A few Google Shopping ads at the top
- A featured snippet explaining different types of machines
- A local map pack showing nearby retailers
- Organic blog posts and reviews from websites optimised for that keyword
Being aware of how your target keywords appear in SERPs helps you create content that matches the searcher’s intent and format.