What Is a SERP?
A SERP (Search Engine Results Page) is the page displayed by a search engine in response to a user's query. It contains a mix of organic results, paid advertisements, and specialized features that the search engine determines are most relevant to the query. According to Advanced Web Ranking's CTR study, the first organic result on a Google SERP receives approximately 28 to 32% of all clicks, while results below position five receive less than 5% each - making SERP position one of the most important metrics in SEO.
What Are the Main Components of a Google SERP?
Modern Google SERPs are far more complex than the simple "10 blue links" of the early web. A single SERP can contain multiple distinct sections:
AI Overviews. For many informational queries, Google now displays an AI-generated summary at the top of the SERP that synthesizes information from multiple sources. These overviews answer the query directly and include citation links to the sources used. The introduction of AI Overviews through Google AI Mode represents the most significant SERP change in years.
Paid search ads. Google Ads appear at the top and bottom of SERPs, labeled with a "Sponsored" tag. For commercial queries, the top 2 to 4 results are often ads, pushing organic results below the fold. WordStream data shows the average click-through rate on Google Ads is approximately 3 to 5% across industries.
Organic results. The traditional blue links that rank based on Google's algorithm. Each result shows a title, URL, and meta description. Organic results remain the most clicked section of SERPs for most query types, though their share has decreased as Google adds more features above them.
Featured snippets. A highlighted box at the top of organic results that directly answers a question. Featured snippets extract text, lists, or tables from a webpage and display them prominently. Earning a featured snippet position can dramatically increase click-through rates because the content appears above the standard #1 result.
People Also Ask. An expandable section showing related questions that users commonly search for. Clicking a question reveals a brief answer pulled from a webpage, similar to a featured snippet. This section helps users explore related topics and provides additional visibility opportunities for content that answers those questions.
Knowledge panels. Information boxes that appear on the right side of SERPs for entity queries - people, companies, places, and concepts. Knowledge panels pull data from Google's Knowledge Graph and sources like Wikipedia. Brands can claim and verify their knowledge panels through Google Business Profile.
Local pack. For queries with local intent ("coffee shop near me," "dentist in Austin"), Google displays a map with 3 local business listings. The local pack appears above organic results and drives significant traffic for location-based businesses. Local pack rankings depend on Google Business Profile optimization, reviews, and proximity.
How Have SERPs Changed With AI?
The addition of AI Overviews is reshaping how users interact with search results. When Google generates an AI summary at the top of the SERP, many users get their answer without clicking any result. SparkToro research found that over 60% of Google searches now result in zero clicks - a figure that has increased as AI Overviews expand to more query types.
For businesses, this creates a dual optimization challenge. You still need to rank well in traditional organic results, but you also need your content to be structured in a way that Google's AI model selects it as a source for AI Overviews. This is where AI search optimization and traditional SEO intersect.
Content that gets cited in AI Overviews tends to have clear, definition-first paragraphs, structured data markup, and authoritative sourcing. The same content qualities that earn featured snippets also improve your chances of being cited in AI-generated summaries.
Why Does SERP Analysis Matter for SEO Strategy?
Before targeting any keyword, you should analyze its SERP to understand what you are actually competing against. The SERP layout tells you what type of content Google considers relevant for that query:
If the SERP shows mostly product pages and shopping results, Google interprets the query as transactional. If it shows blog posts and guides, the intent is informational. If it shows local results, the intent is navigational or local. Creating content that matches the SERP intent is fundamental to ranking.
SERP analysis also reveals opportunity. A keyword where the SERP shows outdated content, thin results, or no featured snippet represents an opportunity to create better content and claim those positions. Keyword research tools like Ahrefs and Semrush include SERP analysis features that show the current ranking pages, their domain authority, and which SERP features are present.
For startups with lower domain authority, SERPs with fewer SERP features and less competition from authoritative domains represent the best opportunities. A SERP dominated by Reddit posts and small blogs is far more accessible than one dominated by Wikipedia and major publications.