Definition
SERP (Search Engine Results Page) is the page returned by a search engine in response to a query. Modern SERPs include organic results, paid ads, AI overviews, featured snippets, People Also Ask, knowledge panels, image packs, video carousels and local map packs — each behaving differently for ranking and CTR.
The modern SERP is a complex composite of features competing for the searcher's attention. Ranking #1 organic doesn't mean what it did in 2010 — it might mean position 4 visually if there are three paid ads and an AI Overview above you. SEO strategy now has to account for SERP feature presence as a primary input, not an afterthought.
The other shift is that SERPs are dynamic and personalised. The same query can return different SERPs based on location, device, time, history and intent. Modern SEO measures rankings across multiple SERP snapshots, not a single position number.
Origin
The term predates the SEO industry, used internally at search engines from the 1990s. It entered mainstream SEO vocabulary around 2003-2005 as ranking software vendors started using the term in their dashboards.
How it works
- Pull the target SERP — either manually in incognito or via a rank-tracking tool.
- Identify all features present: ads, AI Overview, featured snippet, PAA, image pack, video, local pack.
- Map what's organic vs. paid vs. feature.
- Plan content to target the specific SERP features that exist for your query.
- Track ranking changes across the full SERP, not just position 1.
When to use it
Use when
- Before targeting any keyword for SEO or PPC.
- When analysing why a page isn't getting traffic despite ranking.
- When measuring competitive moves.
Skip when
- For internal navigation queries — they don't behave like public SERPs.
- For very low-volume queries that rarely get fresh data.
Key metrics
- SERP feature share (what features appear for your keyword)
- Visual position (where you land on the actual rendered page)
- CTR by position (which depends heavily on SERP features above you)
Examples
- We were 'ranking #1' but barely getting traffic — the SERP had three ads, an AI Overview and a featured snippet above us.
- The SERP for that keyword is dominated by video — written content won't crack it.
- Our SERP analysis flagged that 8 of 12 target keywords had local-pack intent, which we weren't optimising for at all.
In practice at Makreate
Makreate's SEO reporting tracks SERP features alongside rankings — because for many of our clients, a position-4 ranking with no SERP features above gets more traffic than a position-1 ranking with five features above. We capture monthly SERP snapshots for every target keyword and flag when SERP features change, because feature changes often precede ranking changes by weeks.
SEO →Common mistakes
- Tracking only the position number instead of the full SERP layout.
- Ignoring AI Overviews and SGE — they're affecting CTR significantly.
- Not differentiating between desktop and mobile SERPs.
- Targeting keywords where the SERP doesn't match your content format.
- Not capturing SERP snapshots over time to spot feature shifts.
Frequently asked
Why does my SERP look different from my client's?
Personalisation, location, device, search history and signed-in state all affect the SERP. Always check in incognito for a baseline.
Do AI Overviews count as ranking #1?
Functionally yes — they appear above organic. The question is whether your URL is cited in the AI Overview, which is its own optimisation target.
How do I track SERP features?
Tools like Semrush, Ahrefs and STAT capture SERP feature presence over time. For small projects, screenshots in incognito work.