SERP (Search Engine Results Page) is the abbreviation for the results page a user sees after entering a keyword into a search engine and pressing the “Search” button.
A modern SERP is not limited to just 10 blue links. It may include the following components:
- Ad placements (Google Ads)
- Featured Snippet
- People Also Ask box
- Knowledge panels (Knowledge Panel)
- Image and video packs
- Local pack (map and businesses)
- AI Overview
The success of SEO efforts is measured by the position and format in which your page appears in the SERP for target keywords. Rank Tracking tools monitor your page’s daily SERP position for specific keywords.
Tip: The SERP for a keyword shows not only rankings, but also user intent. If the results are video-heavy, creating video content for that keyword makes sense; if there are shopping cards, adding product schema is a logical step.