SERP (Search Engine Results Page)

Last updated: 13 June 2026

What it is

"SERP" is short for Search Engine Results Page — the screen of results you see after typing a query into Google, Bing or another search engine. Two searches for the same keyword can produce very different SERPs depending on your location, device, language and intent, so there is no single fixed layout.

Common SERP elements include:

• Organic results — the unpaid blue links earned through relevance and authority. These are the heart of the page and the target of most search optimization.
• Paid ads — sponsored listings at the top and bottom of the page, bought through Google Ads or Microsoft Advertising and labelled "Sponsored."
• Local / map pack — a map plus three nearby businesses, shown for searches with local intent like "plumber near me."
• Featured snippets — a boxed, direct answer pulled from a ranking page and placed above the standard results (often called "position zero").
• AI overviews — an AI-generated summary that answers the query at the top of the page and cites source pages.
• Other rich features — image and video carousels, "People also ask" boxes, knowledge panels, shopping listings and site links.

Why it matters

The SERP is the battleground where visibility is won or lost. Where you appear — and which features you occupy — directly shapes how many people click through to your site. A featured snippet or a top map-pack slot can earn attention even when you are not the very first organic link, while a query dominated by ads and AI overviews can push organic listings far down the page. Understanding the SERP for your target keywords tells you whether a term is worth chasing organically, with ads, or both.

In practice

Marketers study the SERP before committing to a keyword. They look at what currently ranks, which features are present, and what searchers seem to want. A query that returns a how-to featured snippet calls for clear, structured content; one crowded with shopping ads signals strong commercial intent. Owning more SERP real estate — through both SEO and paid placement — increases the share of clicks a brand can capture for a given search.

Related terms

Explore connected entries in the Apex Marketings glossary: SEO (Search Engine Optimization) covers how pages earn organic SERP placement, and Local SEO explains how businesses rank in the map pack. For the discipline of optimizing organic listings, see our SEO Services, or browse the full marketing glossary.

FAQ

What is the difference between SERP and SEO?

The SERP is the results page itself; SEO is the practice of optimizing your site so it appears higher on that page. SEO is the work, the SERP is the scoreboard.

Are paid ads part of the SERP?

Yes. Paid ads sit at the top and bottom of the SERP, labelled "Sponsored." They are part of the same page as organic results but are bought, not earned.