SERP Definition: What Is a Search Engine Results Page in 2026?

What Is a SERP?

A SERP, or Search Engine Results Page, is the page displayed by a search engine after a user submits a query.

Each time someone types a keyword into Google, Bing or another search engine, the SERP shows:

• A list of organic results selected by the search algorithm
• One or more blocks of paid ads
• Additional elements such as featured snippets, maps, images, videos or direct answers

For the user, the SERP is where the decision happens: which result to click, which brand to trust, whether to refine the query or stop searching.

For you, it is the “battlefield” of SEO and paid search: this is where your website competes for visibility and clicks.

The Main Elements of a SERP

While layouts vary by query and search engine, most SERPs contain the same core elements.

Organic results

These are the “natural” results selected by the search engine algorithm, based on many factors:

• Relevance to the query
• Content quality and expertise
• User experience on the page
• Backlinks and authority
• Search intent match

Each organic result usually includes:

• A clickable title
• A URL (or breadcrumb)
• A snippet (short description of the content)

Appearing in the top organic results for the right queries is the main goal of SEO.

This is the focus of our SEO services.

Paid results (search ads)

These are sponsored results, usually marked as “Sponsored” or “Ad”.

They can appear:

• Above the organic results
• Below them
• Sometimes mixed into the SERP

Ads are bought via auction systems like Google Ads and allow you to:

• Target specific keywords and locations
• Test new offers quickly
• Get visibility even if you are not yet ranking organically

Paid search is a powerful complement to SEO when it is managed strategically.

You can learn more on our SEA & Ads service page.

SERP features and rich results

Modern SERPs contain many features beyond simple links:

• Featured snippets (short answers at the top of the page)
• People Also Ask blocks
• Knowledge panels
• Local packs with map results
• Image and video carousels
• Shopping results
• FAQ or HowTo rich snippets

These features:

• Attract attention
• Sometimes capture clicks directly
• Can reduce or increase traffic to traditional organic results depending on the query

Understanding which features appear for your keywords is key to deciding what type of content to create.

AI-generated answers and overviews

Since 2024, many search engines have introduced AI-powered answer boxes or generative overviews that:

• Summarise information from multiple sources directly on the SERP
• Provide instant answers without requiring a click
• Still often include links to relevant pages

This changes how people interact with SERPs and increases the importance of:

• Being cited as a trusted source
• Structuring your content clearly
• Targeting real user questions and intent, not just keywords

Why SERPs Matter for SEO and Digital Marketing

Looking only at your own website is not enough. What really matters is how your site appears in the SERP compared to others.

SERPs affect:

• Visibility – Are you visible above the fold, below ads, inside a feature?
• Click-through rate (CTR) – Do your title and snippet stand out?
• Perception – Do you appear as a serious, trusted solution among competitors?

When you analyse the SERP, you can answer questions such as:

• Who already dominates this topic?
• What type of content does Google favour (guides, product pages, videos)?
• Which SERP features compete with or support my site?
• Is this keyword realistic to target now, or should I start with a more specific one?

Good SEO is not just “optimising your page”. It is aligning your content with the SERP reality for each keyword.

How SERPs Have Evolved by 2026

A few years ago, most SERPs were just “10 blue links” plus some ads.

In 2026, SERPs are:

• More visual (images, videos, icons, ratings)
• More interactive (maps, filters, expandable questions)
• More personalised (location, search history, device)
• More AI-driven (answer boxes, summaries, conversational follow-ups)

This has several consequences:

• Being in position 1 organic does not guarantee the top visual spot.
• Some queries generate zero-click searches (the answer is fully visible in the SERP).
• You must think in terms of presence in the SERP, not just rankings.

Your strategy needs to adapt to this reality instead of assuming all SERPs are identical.

Types of SERPs You Will Encounter

Different queries produce different types of SERPs. Understanding them helps you match the right content to the right intent.

Informational SERPs

User intent: learn something.

Typical features:

• Blog posts and guides
• Featured snippets and People Also Ask
• Videos, sometimes images

Your best assets here:

• In-depth, well-structured content
• Clear headings, FAQs, and schema where relevant
• Strong, descriptive titles and meta descriptions

Transactional SERPs

User intent: buy or request something now.

Typical features:

• Product pages and category pages
• Shopping results
• Strong presence of ads

Your best assets:

• Product or service pages with clear offers and CTAs
• Price, benefits, social proof
• Fast, mobile-friendly UX

Local SERPs

User intent: find a provider near them.

Typical features:

• Map pack (Google Business Profiles)
• Local organic results
• Local ads

Assets:

• Optimised Google Business Profile
• Local landing pages
• Reviews and local signals

Navigational and branded SERPs

User intent: reach a specific brand or site.

Features:

• Brand homepage
• Sitelinks
• Knowledge panels and social profiles

Here, your goal is to:

• Control as much brand real estate as possible
• Make sure the information is up to date and trustworthy

How to Analyse a SERP for Your Keywords

For each important keyword, you can follow a simple process:

1. Search the keyword in an incognito window and note:
   • Ads? Featured snippet? Local pack? Videos?
   • How much space these elements take above the fold.
2. List the first 5–10 organic results and ask:
   • What type of page is this (blog, category, product, tool)?
   • How long and detailed is the content?
   • What angle are they using (guide, comparison, case study)?
3. Identify gaps and opportunities:
   • Can you create a better, more specific or more up-to-date resource?
   • Is there a format missing (for example, no good video, no clear FAQ)?
   • Are there long-tail variations easier to target first?
4. Align your page with what works in this SERP:
   • Match the search intent
   • Cover the core questions users clearly have
   • Optimise title, meta, headings and internal links

This is the kind of analysis we include in our SEO services and Marketing Audit.

How to Improve Your Presence in the SERPs

Work on technical and on-page SEO

To appear in relevant SERPs, your site must:

• Be easily crawlable and indexable
• Load quickly and work well on mobile
• Use clear titles, headings and internal linking
• Offer high-quality, original content that matches search intent

This is the foundation of any serious SEO work and a core part of our SEO service.

Target the right keywords and topics

Instead of trying to rank for every generic keyword in your niche, focus on:

• High-intent keywords (closer to purchase or contact)
• Long-tail queries where the SERP is less competitive
• Topics where you have real expertise and unique value

Keyword research and SERP analysis go together: you don’t choose keywords in a vacuum; you choose them with the SERP in front of you.

Optimise for SERP features

You can often increase visibility by targeting specific SERP features:

• Use clear questions and answers to aim for featured snippets.
• Mark up FAQs, products or events with structured data where relevant.
• Create strong local pages and profiles to appear in map packs.
• Use images and videos when they frequently appear for your keywords.

You cannot “control” which SERP features appear, but you can design content so it is eligible for them.

Combine SEO with paid search

For strategic keywords, using both organic and paid presence can:

• Increase your share of voice in the SERP
• Capture users at different stages of the decision
• Provide fast testing via ads while SEO ramps up

This is where aligning SEO and SEA under a single strategy becomes very effective.

When Does It Make Sense to Work With a Digital Marketing Partner?

You may benefit from external help if:

• You are not sure why you are not visible for important queries
• You have traffic but few leads or sales from search
• SERPs for your keywords look complex (many features, strong competitors)
• You lack time or expertise to run a proper audit and build a plan

At Seven Gold Agency, we typically start with a Marketing Audit to:

• Analyse your current presence in the SERPs
• Identify where you are losing opportunities
• Define a realistic roadmap for SEO and paid search
• Connect SERP visibility to real business metrics (leads, revenue)

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