SERP stands for search engine results page. It is the page Google displays in response to a search query. A SERP typically includes organic results, paid ads, and a range of SERP features that can appear depending on the query type.
SERP features include featured snippets, People Also Ask boxes, local packs, knowledge panels, image carousels, video results, and AI Overviews. These features often appear above the first organic result, which means ranking first does not guarantee the most visibility. A featured snippet or AI Overview can intercept clicks before users reach the top organic listing.
Understanding a SERP before targeting a keyword is part of any serious content planning process. Check what Google is currently ranking for your target query: the format of the top results (list, guide, comparison, definition), the types of sites ranking, and which SERP features are present. That analysis tells you what format your content needs to take and how much authority you need to compete.
