What Is a SERP?
A SERP — search engine results page — is what a search engine returns for a query: the ranked organic results plus whatever features sit around them, such as ads, snippets, People Also Ask boxes, maps or AI summaries.
Why it matters
The layout of the results page decides what a first-place ranking is actually worth. A query whose screen is filled with ads, a map pack and an AI summary can send a fraction of the clicks of a plainer one at the same volume.
Example
For a local service query the top of the screen holds four ads and a map pack, so the first organic result sits well below the fold on a phone.
Common misconception
That everyone sees the same results page. Results vary by location, device, language, personalisation and whatever tests are running, so the ranking you see in your own browser is one sample rather than the position.
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