Search Engine Results Page — the page Google (or another search engine) returns after a query.
SERP stands for Search Engine Results Page. It is the page displayed by a search engine in response to a user's query. A SERP contains a mix of organic results, paid ads, and an increasing number of SERP features — including AI Overviews, Featured Snippets, People Also Ask boxes, image packs, video carousels, and local packs.
The composition of a SERP varies significantly by query type. Navigational queries (e.g. 'Salesforce login') return very different results than informational queries ('how does CRM software work') or commercial queries ('best CRM for B2B'). Understanding SERP composition for your target keywords is essential for estimating realistic traffic potential.
Modern SERPs are much more cluttered than they were five years ago. For many queries — particularly informational ones — organic blue links have been pushed below the fold by SERP features. This has contributed to the rise of zero-click searches and declining organic CTR across many keyword types.
SEO professionals analyse SERP composition to understand the competitive landscape, assess zero-click risk, and identify which content formats are most likely to earn visibility for a given query.
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