What is a SERP (search engine results page)?
What is on a SERP (SERP features)?
Google's own gallery lists text results, rich results, image results, video results and exploration features1. A rich result is a listing with extra detail, such as images or ratings, shown beside the usual title and link.
Depending on the query, the page can also carry ads (the space paid search buys) and AI Overviews: AI-generated summaries that appear when Google's systems judge them useful.
Google says the elements can look different over time, and that one result can display differently on a desktop computer and on a phone1. So "page one" is not a fixed thing. It is a layout that gets rearranged.
Why does the SERP matter for a brand?
Because your listing does not sit alone. Our view: what sits above or beside it can matter as much as the position number.
So a ranking report is more useful with a second question: what else is on the page?
SEO works on how your pages appear here. Paid search buys space on the same page, and measures it with metrics such as impression share: the share of impressions your ads received out of the total they were eligible for.
The words people type come from keywords, and the reason behind them is search intent. For the wider view of search, AI answers and what is fact versus marketing, read AEO vs GEO vs SEO.
Worked example
Easily confused with
SERP vs Ranking
Your position in the results. The SERP is the whole page around it.
SERP vs Search engine
The service. The SERP is one page it produces.
SERP vs SERP features
The extra elements on the page, such as rich results and images.
FAQ
Is a search results page the same as "page one"?
Page one is the first SERP page for a query. A query can also have later pages.
Why does my SERP look different from my customer's?
Google says a result can display differently depending on factors such as device, country and query language, and that the look changes over time1. Check from the device and place your customers use, and note the date.
Does being first on the SERP mean most clicks?
Not necessarily. It depends on what else is on the page. Look at the page itself, not just the position number.
Sources
Let’s find what’s actually working.
Next step. Check what your search results are really worth against margin. Use the Is your ROAS real? calculator.