What is a SERP? Understanding Search Engine Results Pages

search engine results page

When entering keywords or a phrase into a search engine like Google, Bing, or Yahoo, the results displayed on the page are known as Search Engine Results Pages (SERPs). But what exactly comprises a SERP, and what elements should you be aware of when optimising your website’s visibility? Let’s explore the various components of a SERP and their potential impact on your digital marketing strategy.

SERP Featured Snippet

A featured snippet is a highlighted summary of a web page that appears at the top of organic search results, giving users a quick answer to their query. Featured snippets can significantly increase visibility and drive traffic to your website, making them a coveted spot for digital marketers to target.

Local Pack

The local pack, also known as the “map pack,” displays local business listings related to a user’s query and their locations on a map. Designing and structuring your website for local search should be a priority for businesses with a physical presence, as appearing in the local pack can drive foot traffic and increase visibility among local customers.


reviews in search engine results

Reviews, displayed prominently in SERPs, provide valuable social proof and influence consumer purchasing decisions. Encouraging Five-Star reviews and managing your online reputation can improve your website’s credibility and trustworthiness in the eyes of potential customers.


search engine results

Sitelinks are additional links displayed below the main search result snippet, leading users to specific pages within a website. Sitelinks enhance navigation and provide users quick access to relevant content, improving user experience and increasing engagement.


Video content is increasingly prominent in SERPs, with video thumbnails appearing alongside organic search results. Optimising your video content for search engine rankings can improve visibility and attract users who prefer consuming information in video format.

Top Stories

Top stories, displayed prominently in SERPs, feature recent news articles and updates related to a user’s query. Optimising your website’s content for news-related keywords can increase visibility in the top stories section and drive traffic to your site.


Image results appear in SERPs for queries related to visual content. Optimising images with descriptive filenames, alt text, and relevant captions can improve image search visibility and drive website traffic.

Knowledge Panel

search engine results

The knowledge panel, displayed prominently on the right side of SERPs, provides users with quick access to essential information about a person, place, or thing. Optimising your online presence to appear in knowledge panels can increase visibility and establish authority in your industry.


Frequently Asked Questions (FAQs) are displayed in SERPs for queries related to common inquiries. Creating comprehensive FAQ pages on your website can improve visibility and provide users with valuable information, enhancing their experience and increasing engagement.

People Also Ask

The “People Also Ask” section features related questions that users may find helpful. Optimising your website’s content to answer these questions can increase visibility in SERPs and drive traffic to your site.

Understanding the various elements of a SERP is crucial for optimising your website’s visibility and driving organic traffic. By considering featured snippets, local packs, reviews, sitelinks, videos, top stories, images, knowledge panels, FAQs, and “People Also Ask” sections, you can enhance your SEO strategy and maximise your website’s potential for success. 

At SMG, we specialise in helping businesses navigate the complexities of SEO and digital marketingContact us today to learn how we can help elevate your online presence and hit measurable targets..

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