SERP (Search Engine Results Page)
The page Google shows you after a search. Includes organic listings, paid ads, featured snippets, knowledge panels, People Also Ask, and more. The landscape you're competing in.
Why It Matters
The SERP is no longer just ten blue links. Modern SERPs include ads, featured snippets, People Also Ask, knowledge panels, image packs, video carousels, local packs, and more. Each SERP feature takes real estate away from traditional organic results.
Understanding the SERP landscape for your target keywords tells you what you're actually competing against. If a SERP is dominated by ads, a featured snippet, and a knowledge panel, the #1 organic result is effectively pushed below the fold. Your SEO strategy needs to account for this reality.
In Practice
Analyse the SERPs for your target keywords manually. Don't just look at who ranks - look at what features appear. Is there a featured snippet you could win? A People Also Ask box you could appear in? A local pack that's relevant?
Adjust your strategy based on SERP features. For queries dominated by featured snippets, optimise for snippet capture. For queries with image or video carousels, create visual content. For queries where ads push organic results down, consider whether PPC makes more sense.
Track SERP features alongside rankings. Your traditional ranking might not change, but if Google adds a featured snippet above you, your CTR drops. Monitor the full SERP, not just your position number.
Related Terms
Glossary
Featured Snippet
The answer box at the top of search results - position zero above organic listings.
Glossary
People Also Ask (PAA)
Expandable question boxes in search results - a growing source of SERP visibility.
Glossary
Knowledge Panel
The information box Google shows for recognised entities - people, businesses, places.
Glossary
Local Pack (Map Pack)
The three local business listings with a map that dominate local search results.
Glossary
Click-Through Rate (CTR)
The percentage of searchers who see your listing and actually click it.
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