SERP (Search Engine Results Page)
The results page of a search engine, with organic results, ads and increasingly AI answers.
By Tanguy De Keyzer · Founder & digital strategist
What is a SERP?
The SERP is the page of search results that Google shows after a query. Besides the classic organic links, it contains ads, featured snippets, “people also ask”, local results and increasingly an AI-generated overview.
Why the SERP is changing
Through AI Overviews and generative answers, the user gets their answer more and more often without clicking (zero-click). Anyone who wants to stay visible optimises not only for the blue links but also for snippets and AI answers (see GEO).
What it means for you
Your position on the SERP determines whether you are found. A spot at the top of the organic results, in a snippet or in the AI answer delivers the most visibility and traffic.