What appears on a SERP?
A modern results page is a mix of different elements, and the mix changes from one query to the next. Common ones on Google include:
- Text results, each with a title link, a snippet and the site name and URL.
- Rich results, which use structured data to show extra detail such as ratings or recipes.
- Image and video results for searches where those formats help.
- Related questions, often called People Also Ask, and related searches.
- AI Overviews, which summarise an answer and link to sources.
- Paid ads, usually at the top and bottom of the page.
Why does the SERP layout matter?
The layout decides how much attention a ranking actually gets. Position one under four ads and an AI Overview sits much further down the screen than position one on a plain page.
Clicks are still concentrated near the top. Backlinko found the top three organic results took 54.4% of all clicks in its study of four million results.
How do you analyse a SERP?
Search the query yourself, ideally in a private window, and note what you see before you write or update a page.
- 1List the features on the page, such as an AI Overview, snippets, videos or ads.
- 2Note the type of pages that rank: guides, product pages, lists or tools.
- 3Read the top results to see which subtopics they all cover.
- 4Decide which element you can realistically win, such as a text result, a rich result or an AI Overview citation.
What does a SERP feature summary look like?
Here is how two queries can differ, even in the same niche.
| Feature | how to repot a monstera | best potting mix for monstera |
|---|---|---|
| AI Overview | Yes | Yes |
| Video results | Yes | No |
| Shopping ads | No | Yes |
| People Also Ask | Yes | Yes |
| Top results are mostly | Step-by-step guides | Product roundups |
Frequently asked questions
Is the SERP the same for everyone?
No. Google adjusts results by location, language and device, so two people searching the same words can see different pages.
What is a SERP feature?
Anything on the results page other than a standard text result, such as a featured snippet, image pack, video result, People Also Ask box or AI Overview.
Do I need special markup to appear in AI Overviews?
Google says no. A page needs to be indexed and eligible to show a snippet, and there is no extra file or markup required.
How does the SERP affect my click-through rate?
The more features sit above your result, the further down the screen it appears and the fewer clicks it tends to get, even at the same position.