case study
A SERP (Search Engine Results Page) is the page displayed by search engines like Google in response to a user's query. It includes organic results, paid ads, and several other features like featured snippets, knowledge panels, etc. Understanding SERPs is crucial for digital marketing and search engine optimisation (SEO) to gain greater online visibility and user engagement.
A SERP (Search Engine Results Page) is the page Google or another search engine shows after someone enters a search query. It can include organic results, paid ads, featured snippets, AI Overviews, People Also Ask boxes, local listings, videos, and more. In simple terms, the SERP is where your brand either gets discovered or gets ignored.
That’s why understanding SERPs matters. If your website is not appearing in the right place on the search results page, you are missing out on valuable clicks, qualified traffic, and potential customers. Modern SERPs are no longer just a list of links. They are powered by search intent, AI-generated answers, personalised results, and rich features that can directly influence how users interact with your content.
If you want to improve your search visibility, attract more organic traffic, and understand how to compete in modern Google results, this guide will walk you through what a SERP is, its key features, and how to increase your chances of ranking where it matters most.
Here is a list of components of a search engine result page:
AI Overviews are AI-generated summaries that can appear at the top of Google search results when users ask a question. Instead of showing only traditional blue links, Google may provide a quick summary that pulls together useful information from different sources, helping users understand a topic faster.
For searchers, this creates a quicker and more convenient experience. For businesses, however, it changes how search visibility works. If your content is featured in or around an AI Overview, it can increase brand exposure, authority, and discoverability even before a user clicks through to your website. At the same time, it also means websites need to work harder to stand out in a search environment where AI-generated answers compete for attention.
AI Overviews often include links to supporting sources, which gives users the option to explore the topic in more detail. This makes it even more important for brands to create helpful, well-structured content that search engines can easily understand and reference. If you want to understand whether AI-powered search is already driving visibility to your site, it’s worth learning how to track AI traffic to your website and measure the impact of AI-generated search experiences on your organic performance.
Paid search results are sponsored listings that appear on a search engine results page when businesses pay to promote their website for specific keywords. These ads usually appear at the top of Google and are marked as “Sponsored” or “Ad” to distinguish them from organic results. For brands, paid search is a fast way to gain visibility in competitive SERPs, especially for high-intent keywords where ranking organically can take time. A well-managed paid campaign can drive targeted traffic, leads, and conversions by putting your business in front of users at the exact moment they are searching for a solution. That’s why many brands partner with a paid advertising agency to manage keyword targeting, ad copy, bidding strategy, and landing page performance more effectively.
Featured snippets are short answer boxes that appear near the top of Google search results when the search engine believes a page directly answers a user’s question. They can show up in paragraph, list, or table format and are designed to give users a quick answer without making them scroll through multiple results. For businesses and publishers, featured snippets are valuable because they can increase visibility, authority, and click potential by placing your content above traditional organic listings. If your content is clear, well-structured, and answers common search queries directly, it has a better chance of being pulled into a featured snippet and gaining extra attention in the SERP.
People Also Ask (PAA) is a Google SERP feature that displays a list of related questions connected to the user’s original search. When someone clicks on one of these questions, it expands to show a short answer pulled from a webpage, along with a link to the source. This feature helps users explore a topic in more depth without needing to perform multiple searches. For businesses and content creators, appearing in the People Also Ask section can improve search visibility, authority, and click potential, especially for informational queries. Creating content that directly answers common user questions in a clear, concise format can increase your chances of being featured in PAA results and capturing more organic traffic.
The Local Pack is a Google SERP feature that appears for location-based searches such as “SEO agency near me” or “best digital marketing agency in Delhi.” It usually displays a map along with a shortlist of nearby businesses, including their name, address, reviews, opening hours, and contact details. For local businesses, appearing in the Local Pack can be a major visibility win because it places your brand above standard organic results and helps users find trusted options quickly. Strong Google Business Profile optimisation, consistent business details, customer reviews, and local SEO signals all improve your chances of showing up here. If your business serves a specific area, the Local Pack can drive highly relevant traffic, enquiries, and local leads straight from search.
A Knowledge Panel is an information box that appears on Google search results for recognised people, brands, businesses, places, or topics. It usually shows a quick overview such as a business description, website link, contact details, social profiles, reviews, or other key facts pulled from trusted sources across the web. For users, it offers a fast way to understand who or what they are searching for without opening multiple pages. For businesses and brands, a Knowledge Panel can strengthen credibility, visibility, and brand authority by giving your business a more established presence in search results. Building a strong online footprint through consistent brand information, authoritative content, Google Business Profile optimisation, and trusted mentions across the web can improve your chances of appearing in this valuable SERP feature.
Getting featured in SERPs requires a strategic SEO plan. Follow these key steps to heighten your chances:
| SERP Feature | Details | Why It Matters |
|---|---|---|
| AI Overviews | AI-generated summaries that appear at the top of Google search results to answer a query quickly using information from multiple sources. | Increase brand visibility before users click a result and influence how people interact with search results. |
| Paid Search Results | Sponsored listings that appear in SERPs when businesses bid on keywords through platforms such as Google Ads. | Deliver immediate visibility for competitive and high-intent searches. |
| Featured Snippets | Answer boxes displayed near the top of search results in paragraph, list, or table format when content directly answers a query. | Place content above standard organic listings to improve authority, visibility, and click potential. |
| People Also Ask (PAA) | A list of related questions in Google search that expands to reveal short answers and source links. | Expands visibility for informational searches and related user questions. |
| Local Pack | A map-based search feature showing nearby businesses with ratings, contact details, and locations. | Drives local visibility, enquiries, and high-intent traffic for location-based businesses. |
| Organic Search Results | Unpaid listings ranked by relevance, content quality, authority, technical SEO, and overall usefulness. | Support long-term traffic growth, brand trust, and sustainable lead generation without relying solely on ads. |
| Video Results | Video listings displayed when Google determines video is the best format to answer a search query. | Boost engagement and visibility for tutorials, explainers, product demonstrations, and educational content. |
| Image Pack | A collection of relevant images displayed for visually focused searches, such as products, designs, or tutorials. | Creates additional visibility through image SEO and attracts users who prefer visual search results. |
| Knowledge Panel | An information box featuring key facts about recognised brands, people, organisations, or places. | Enhances brand credibility, authority, and trust by presenting verified information directly in search results. |
| Top Stories | A news-focused SERP feature highlighting recent articles and updates about trending or time-sensitive topics. | Helps publishers and brands gain visibility for breaking news and fresh content. |
Tracking your positions in SERPs helps you protect and grow your visibility and traffic.
Use Semrush’s Position Tracking tool to monitor your traditional organic rankings, visibility in SERP features, and paid search positions all in one place.
To get started, open the tool and follow the setup wizard. Add the keywords you want to track, making sure to include both your organic target keywords and any paid keywords tied to your campaigns.
Once your project is set up, you’ll land in the “Landscape” report. Scroll down to the “SERP features” section to see which features—such as featured snippets, local packs, or AI Overviews—are triggered for your tracked keywords and whether your domain appears in them.
Next, click the “Overview” tab and head to the “Rankings Overview” section. Here, you can monitor your organic keyword positions, identify ranking changes over time, and review performance trends across your tracked terms.
If you also want to track paid visibility, go to the top of the report, click the gear icon, and switch the view to “Google Ads.” This lets you monitor your paid search positions alongside your organic performance for a more complete view of your search presence.
By tracking your positions regularly, you can quickly spot ranking drops, uncover opportunities to improve visibility, and measure how your SEO and PPC efforts are performing in real search results.
Google SERPs have evolved far beyond traditional blue links. Today’s search results include AI Overviews, Featured Snippets, People Also Ask, Local Packs, videos, images, and other rich results that influence how users discover information and choose which websites to visit. Understanding these SERP features is essential for improving online visibility and creating an SEO strategy that matches modern search behaviour.
Instead of focusing only on keyword rankings, businesses should analyse search intent, monitor SERP changes, optimise content for multiple search features, and publish authoritative, helpful information. This approach increases the chances of appearing across organic listings, AI-generated answers, featured snippets, and other high-visibility search placements while driving more qualified traffic.
At Blacklisted Agency, we combine technical SEO, content strategy, on-page optimisation, and AI search optimisation to help brands earn visibility across Google’s evolving search ecosystem. By creating search-first, user-focused content backed by data and best practices, we help businesses improve rankings, increase organic traffic, and maximise their presence across traditional search results and AI-powered experiences.
As search continues to evolve, the brands that consistently create high-quality content, optimise for user intent, and adapt to new SERP features will be better positioned to build authority, attract qualified visitors, and achieve sustainable organic growth.
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