Glossary · Beginner
What Is SERP? Definition and Example
A SERP, or search engine results page, is the page a search engine shows in response to a query. It's no longer just ten blue links: modern SERPs combine organic results, ads and features such as featured snippets, People Also Ask boxes, local results, shopping listings and AI-generated summaries like Google's AI Overviews.
On this page
- What appears on a SERP?
- Why does the layout matter?
- Does every user see the same SERP?
- How does it relate to GEO?
- From MentionX data: search answers versus a page of results
- Worked example: Ledgerline's ranking without clicks
- How do SERP features choose content?
- How should you track SERPs?
- What's the difference between a SERP and an AI answer?
- Common questions
- Related
Checked on 31 October 2026. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.
What appears on a SERP?
| Element | What it is |
|---|---|
| Organic results | Pages ranked by the search engine |
| Ads | Paid placements, labelled as sponsored |
| Featured snippet | A quoted answer from one page |
| People Also Ask | Related questions with expandable answers |
| Local pack | Map and business listings |
| Shopping results | Product listings, often from Merchant Center |
| AI Overview | A generated summary with links, on some queries (Google) |
Why does the layout matter?
The more features appear above the organic results, the further down the first link sits. A number-one organic ranking may deliver fewer clicks if an AI Overview or featured snippet already answers the question. That's why SEO and GEO teams look at the whole SERP, not just rank positions.
Does every user see the same SERP?
No. Results can vary by location, language, device and search history. When you check SERPs for research, note the location and device, and avoid drawing conclusions from one search.
How does it relate to GEO?
Google's AI features appear on the SERP itself, so the SERP is now a GEO surface as well as an SEO one. Other AI assistants, like ChatGPT or Perplexity, don't show a SERP at all; they show a single answer. Visibility work increasingly spans both.
From MentionX data: search answers versus a page of results
Method. Read-only aggregate queries over MentionX scans from 22 August to 29 October 2026 (UTC): 2,217 engine runs (2,154 completed) across 18 anonymised projects and six engines.
On a SERP, users see many results. In an AI answer, they see a few sources, or none. In MentionX data (22 Aug–29 Oct 2026, 2,217 runs, 18 projects), engines named the tracked brand and left answers uncited at these rates:
| Engine | Brand mentioned | Answers with no citations |
|---|---|---|
| Gemini | 47.3% | 50.7% |
| OpenAI | 42.9% | 30.2% |
| Perplexity | 31.5% | 4.1% |
| AI Mode | 31.3% | 12.6% |
| Copilot | 26.0% | 47.0% |
| DeepSeek | 24.0% | 99.0% |
AI Mode cited 3.15 sources per answer on average and Perplexity 9.56, far fewer than the links on a typical SERP. Copilot, Perplexity and DeepSeek figures come from a single day, 26 Oct, so treat them as a snapshot. We have no data for AI Overviews. Our view: rankings alone no longer describe visibility. Track both the SERP and the answer surfaces your buyers use.
Limits. A convenience sample of mostly B2B software projects, run through engine APIs, which can behave differently from the consumer apps. Perplexity, Copilot and DeepSeek figures come from a single day (26 October 2026), so treat them as a snapshot, not a trend.
Worked example: Ledgerline's ranking without clicks
Ledgerline is a fictional accounts-payable tool. Figures are illustrative.
Ledgerline, a fictional accounts-payable tool, ranks first organically for "how to calculate days payable outstanding". Clicks fall, though the ranking holds. The team checks the SERP on desktop and mobile in its main market and finds a featured snippet and People Also Ask box above its result.
It rewrites the page to answer the question in the first paragraph, with the formula and a worked example. It adds SERP features and AI answer citations to its monthly report, next to rankings and clicks.
How do SERP features choose content?
Each feature has its own rules. Featured snippets quote a page that answers the query directly (Google). Shopping results draw on product data, often from Merchant Center. Google says its AI features use the same core systems as Search and show links to supporting pages (Google). Clear, direct answers and accurate structured data help across features.
How should you track SERPs?
Use a fixed list of queries, a consistent location and device, and a regular schedule. Record your rank, the features present and whether you appear in them. Search Console shows clicks and impressions, but not which features appeared, so combine it with SERP checks.
What's the difference between a SERP and an AI answer?
A SERP is a list of options for the user to choose from. An AI answer chooses for the user, naming a few products or sources and often none. That shift is why GEO focuses on being named and cited, not only on ranking.
Common questions
Do ads count as part of the SERP? Yes. Paid results appear on the SERP and are labelled as sponsored.
Is AI Mode a SERP? It's a separate Google Search experience that shows an AI answer with links, rather than a list of results.
Related
Questions
What's on a modern SERP?
Organic results, ads, and features such as featured snippets, People Also Ask, local packs, shopping results and, increasingly, AI Overviews.
Why does the SERP layout matter?
Features above the organic results can absorb attention and clicks, changing how much traffic a top ranking delivers.
Is the SERP the same for everyone?
No. Results can vary by location, language, device and other factors.