Search Engine Results Page
The SERP (Search Engine Results Page) is the page an engine displays after a query. It now mixes classic links, snippets, maps, videos and AI summaries such as AI Overviews, and each element is worked differently.
Standalone definition · 36 words
What does it contain today?
Beyond organic links, Google shows snippets, related questions, local, shopping, image and video blocks, and on many queries an AI summary. Pew found that 18% of Google searches in its March 2025 sample produced one.
What is the impact on measurement?
An AI summary at the top changes how clicks are distributed and makes position less telling: Pew measures a click on a traditional result in 8% of visits when a summary is present, versus 15% without. You need to track the features triggered per query, not just rank.
What should you do in practice?
Analyze the SERP of your key queries before writing: result types, dominant sources, presence of an AI summary. Adapt the format and seek visibility in each relevant block, including the sources cited by summaries.
Frequently asked questions
Is the SERP the same for everyone?
No. It varies with location, device, language and personalization.
Are AI summaries present on every query?
No. Pew finds they appear mostly on long queries or queries phrased as questions.
Related terms
Further reading
- AI Overviews and AI Mode landed in France on July 22, 2026
- Google Search Console generative AI report: how to analyze it
- ← Back to the GEO glossary (114 terms)