SERP
A SERP (search engine results page) is what a search engine returns for a query, including ads, AI answers and result features.
In detail
Modern SERPs mix paid results, AI summaries, local packs, images, videos and unpaid links. Position one no longer means the top of the page.
Reading the SERP is the fastest research method available: it shows what the engine currently believes the query means.
Example
A query showing four ads and an AI summary before the first unpaid result.
Why it matters
It tells you both what format to publish and how much visibility a top position is actually worth.
Common mistakes
- Assuming rank one delivers the same clicks it did years ago.
- Ignoring which features occupy the space above the results.
Related questions
Related articles
- What Is AI SEO? How AI Is Changing Search in 2026
AI answers changed how search results are consumed, not how pages are assessed. Here is what actually changed, and what to do about it.
- SEO vs. SEA: What Is the Difference and Which One Should You Use?
SEO earns positions and compounds; SEA buys them and delivers immediately. A balanced comparison of cost, speed and control.
Related terms
- AI Overviews
AI Overviews are Google's generated summaries shown above traditional results for some queries, with links to supporting sources.
- Search Intent
Search intent is what a person actually wants when they type a query: to learn, to compare, to find a specific site, or to buy.
- CTR
CTR (click-through rate) is the share of impressions that resulted in a click.
Related questions
- How does AI affect SEO?
AI answers change how results are consumed rather than how pages are assessed. An AI summary can answer a question directly, so fewer people click through for simple informational queries.