SERP

SERP stands for Search Engine Results Page. It is the page that a search engine returns after a user submits a query. Modern SERPs are far more complex than the simple list of ten blue links they once were -- today's Google SERPs can include organic results, paid ads, featured snippets, People Also Ask boxes, knowledge panels, local map packs, image and video carousels, shopping results, and AI Overviews, among other features.

Understanding SERP features is critical for SEO strategy because the type and layout of results for a given query determine the opportunities and challenges for organic visibility. For some queries, the SERP is dominated by paid ads, featured snippets, and knowledge panels, pushing organic results below the fold. For others, organic results still dominate the visible area. SERP analysis -- studying the layout and content of search results for your target keywords -- helps you understand what types of content to create and which SERP features to target.

SERP tracking tools monitor your rankings across different SERP features and geographic locations over time. Key metrics include your position in organic results, whether you appear in featured snippets or People Also Ask boxes, your visibility in local packs, and your overall SERP visibility score. Understanding SERP volatility -- how frequently rankings change for a particular keyword -- also helps you set realistic expectations for ranking stability.