Glossaire · SEO

SERP

The SERP (Search Engine Results Page) is the page displayed by a search engine such as Google in response to a user's query. It brings together several types of results: organic links ranked by relevance, paid advertisements (SEA), and enriched features such as featured snippets, People Also Ask, the knowledge graph, images, videos, or local results. In 2026, the SERP increasingly integrates generative elements like AI Overviews, which synthesize a direct answer before the classic links. The structure of a SERP varies according to the search intent detected by the algorithm: informational, navigational, commercial, or transactional. Understanding the composition of a target SERP is essential in search engine optimization, because it determines the visibility opportunities and the click-through rate accessible for each position.

The SERP is the point of contact between a query and the ecosystem of results a search engine deems most relevant. Mastering how to read it is the first step of any visibility strategy, because each type of SERP imposes its own rules of the game.

How a SERP is composed

A modern SERP is no longer a simple list of ten blue links. It is structured into several blocks: paid ads (SEA) at the top and bottom, organic results in the center, and a multitude of interspersed features. You will find the featured snippet that answers the question directly, the People Also Ask block that broadens the topic, as well as carousels of images, videos, or news. In 2026, AI Overviews add a layer of generative synthesis that can capture a growing share of attention before the first links even appear.

Why the SERP depends on intent

The shape of a SERP is dictated by the search intent the algorithm assigns to the query. A "how to" search surfaces educational content and snippets; a "buy" search favors product listings and ads; a brand search displays a knowledge panel. Analyzing the target SERP before producing content lets you align the format with what Google already rewards.

Key takeaway

Before optimizing a page, study the SERP for your keyword: its composition tells you the expected content format and the visibility opportunities that are genuinely available.

A concrete example

For the query "best GEO agency," a SERP analysis often reveals an AI Overview, several comparative articles in organic results, and a People Also Ask block. This reading guides the strategy: produce structured, citable content suited both to classic links and to extraction by AI.

FAQ

Frequently asked questions

A SERP combines organic links, SEA ads, and enriched features such as featured snippets, People Also Ask, images, and local results. Generative AI Overviews now hold an increasingly central place at the top of the page.

Google adapts the composition of the SERP to the detected search intent. An informational query often triggers snippets and PAA, while a transactional query favors ads and product listings.

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