Search Engine Results Page (SERP)
Also known as: Search Engine Results Page
A SERP (Search Engine Results Page) is the page a search engine returns in response to a query, listing organic results, ads, and rich features.
Modern SERPs are much more than ten blue links. They include ads, featured snippets, 'People Also Ask' boxes, local map packs, image and video carousels, and AI-generated overviews — all competing for the user's attention.
These rich features change the SEO game: ranking #1 organically matters less if a featured snippet or AI Overview is sitting above you. Winning visibility now means optimising for the specific features your target searches trigger.
Structured data (schema markup) is how you make a page eligible for many of these features — FAQ dropdowns, breadcrumbs and how-to steps — which lift your clicks even at the same rank.
Related terms
Organic Traffic
Organic traffic is the visitors who reach your site through unpaid search engine results, as opposed to paid ads, social, or direct visits.
Click-Through Rate (CTR)
CTR (Click-Through Rate) is the percentage of people who click a link, ad, or search result after seeing it — clicks divided by impressions.
Keyword Research
Keyword research is the process of finding and analysing the search terms people use, so you can create content that matches real demand and intent.
Backlink
A backlink is a link from one website to another. Search engines treat them as votes of confidence — a major factor in how pages rank.
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