Search Engine Results Page (SERP)

What a SERP can contain

• Organic results: the regular, unpaid listings with a title, URL and description. This is the part search engine optimization works on.
• Ads: search ads at the top and bottom, marked “Sponsored”. See paid search.
• AI Overviews: AI-written summaries that cite several pages.
• Featured snippets: a short answer taken from one page. See featured snippet.
• Local pack: a map with nearby businesses. See map packs.
• People also ask: related questions that expand into short answers.
• Images, videos, news and shopping results, discussion results from forums, and knowledge panels about people, places and brands.

How often do SERP features appear?

Semrush publishes how often each feature shows on Google’s US desktop results, from its own Sensor data. In its SERP guide (read 8 October 2026) the shares were:

Only 1.19% of the SERPs Semrush measured showed none of the features. These shares move from month to month and differ by country, device and topic, so treat them as a snapshot, not a rule, and check the SERP for your own keyword.

AI Overviews and AI Mode on the SERP

Google shows AI-written summaries (AI Overviews) above or beside the regular results for some searches, and offers AI Mode as a separate way to search. Google says a page does not need special markup or files to be used there: it has to be indexed and eligible to show with a snippet, like any other page. Visits from these features are counted in the “Web” search type in Google Search Console. For how to be cited, see answer engine optimization.

Why SERP features matter

The mix of features decides how many people click on the organic results at all. A search that shows ads, a map and an AI Overview leaves less room for regular results, while a question may send most clicks to a featured snippet. Some searches are answered on the page itself, so no one clicks: these are called zero-click searches. A page can also gain visibility without a click when it is cited in a feature.

Why SERPs differ

No two people see exactly the same SERP: results change with location, language, device and search history. A search for “pizza” shows a local pack in one city and different restaurants in another. The same query also looks different in other search engines: Bing may show a Copilot answer and DuckDuckGo a plainer list. See the top search engines in the world for how they compare.

How to read a SERP before you write a page

1. Search the keyword in a private window and note the result types on the first screen: guides, product pages, lists, videos, forums.
2. Match the page type that ranks. A SERP full of product pages will not rank a long essay.
3. Read the “People also ask” questions and answer the ones that fit.
4. Look at what the top pages leave out, and cover it better.

This shows the search intent behind the search query before you spend time on a page.

How to track where you appear

Search Console shows the average position, impressions and click-through rate for each query and page, for free. Position is an average across the results people actually saw, so it can differ from what you see in your own search. Rank trackers add daily checks for chosen keywords. See rankings for how positions are read.

SERP FAQs

What does SERP stand for?

Search engine results page: the page of results a search engine returns for a search.

What is the difference between a SERP and a search engine?

The search engine is the system, such as Google or Bing. The SERP is the page it produces for one search.

What are SERP features?

Elements on the page beyond the plain blue links, such as featured snippets, AI Overviews, local packs, People also ask boxes, images and videos.

Can I see where my page appears in the SERP?

Yes. Search Console shows average position per query, and searching in a private window shows a sample result. Both vary by location and device.