Search Engine Results Page (SERP)
The page displayed by a search engine in response to a query, containing organic results, paid ads, featured snippets, and other search features.
A search engine results page is what you see after typing a query into Google. It’s far more than a simple list of ten blue links. Modern SERPs include paid advertisements at the top and bottom, a local map pack for location-based queries, featured snippets that answer questions directly, “People Also Ask” expandable boxes, image carousels, video results, and knowledge panels. Understanding the SERP landscape for your target keywords helps you identify where the opportunities are.
The composition of the SERP varies dramatically depending on the search query. A search for “best plumber near me” shows a map pack with local businesses, review ratings, and a few organic results below. A search for “how to fix a leaky faucet” might show a featured snippet, videos, and informational articles. A search for “buy kitchen faucet” displays shopping ads, product listings, and e-commerce pages. Each type of SERP requires a different optimization strategy.
For small businesses, the most important SERP features to target are typically the local map pack (driven by Google Business Profile optimization and local SEO), featured snippets (earned by structuring content to directly answer common questions), and the top organic positions. Even appearing in the “People Also Ask” section can drive meaningful traffic. Understanding which features appear for your target keywords tells you how to structure your content and optimization efforts.
Position on the SERP matters enormously. The first organic result captures roughly 30% of all clicks, the second gets about 15%, and the third around 10%. By position ten (the bottom of page one), click-through rates drop to about 2%. Page two results get almost no traffic. This steep drop-off is why the difference between ranking fifth and first can double or triple your organic traffic for a given keyword.