SERP stands for Search Engine Results Page — the page you see after typing a query into Google. Understanding what’s on a SERP and how to appear in each section is foundational to SEO strategy.

After 30 years in search engine optimization, I’ve watched SERPs evolve from ten blue links to a complex mosaic of features — each representing an opportunity for your business. Here’s everything you need to know about how SERPs work.

What a Modern SERP Looks Like

Type almost any query into Google and you’ll see multiple result types mixed together. The exact combination depends on the query, the searcher’s location, and Google’s assessment of their intent. Common SERP elements include:

• Paid ads (Google Ads / PPC)
• Featured snippets (position zero)
• AI Overviews
• Local Pack (map box with 3 businesses)
• People Also Ask (PAA) accordion boxes
• Organic web results
• Image packs
• Video carousels
• Shopping results
• Knowledge panels
• Sitelinks
• Related searches

For a local query like “roofer near me,” a searcher in NJ might see: Local Services Ads → Local Pack → Organic results — three separate placement types before reaching standard organic listings.

The Major SERP Features Explained

Organic Results

The classic “ten blue links” — these are unpaid website rankings based on Google’s algorithm. They appear across all query types and are the primary target of SEO efforts.

Click-through rates by position (industry averages):

• Position 1: ~27–30% CTR
• Position 2: ~15% CTR
• Position 3: ~11% CTR
• Position 4–10: 2–8% CTR
• Page 2: Under 1% CTR

This is why position 1 matters so much, and why page 2 traffic is essentially negligible.

Paid Search Ads (PPC)

Google Ads appear at the top (and sometimes bottom) of the SERP with a small “Sponsored” label. They look increasingly similar to organic results. Advertisers pay per click.

For local businesses, Google Local Services Ads (LSAs) appear above standard PPC ads for service-based queries and charge per lead rather than per click.

Featured Snippets (Position Zero)

A featured snippet is a boxed answer pulled from a ranking webpage and displayed above position 1. It includes a brief answer and a link to the source page.

Types:

• Paragraph snippets: Direct answers to questions
• List snippets: Numbered or bulleted steps
• Table snippets: Comparative data
• Video snippets: YouTube clips answering how-to queries

Winning a featured snippet often requires writing a concise, direct answer (40–60 words) to the target question, preceded by the exact question as a heading in your article.

Local Pack (Map Pack)

Three business listings with a map, appearing for local intent queries. Driven by Google Business Profile signals — proximity, reviews, and profile completeness. The highest-value SERP feature for local service businesses.

Clicking “More places” expands to Google Maps with more results. But most users never go past the top 3.

People Also Ask (PAA)

An accordion-style box showing related questions with expandable answers. PAA boxes appear in 80%+ of SERPs and represent a significant click opportunity — especially for informational queries.

Appearing in PAA requires:

• A page that directly answers the question
• A clear, concise answer in the first paragraph after the question heading
• FAQ schema markup (helps Google identify Q&A content)

AI Overviews

AI-generated summaries at the top of select SERPs, synthesizing information from multiple high-authority sources. First launched as Search Generative Experience (SGE) in 2023, rebranded to AI Overviews in 2024.

To be cited in AI Overviews:

• Strong E-E-A-T signals (author credentials, experience demonstrations)
• Clear, factually accurate content
• Schema markup
• High domain authority or topical authority in your niche

I track AI Overview citations for clients using DataForSEO’s SERP feature tracking. Being cited in an AI Overview for a major query drives significant brand visibility even when users don’t click through.

Knowledge Panels

Panels appearing on the right side of desktop SERPs (or top of mobile SERPs) for branded queries. They aggregate information about a person, business, or entity from Google’s Knowledge Graph.

For local businesses, your Google Business Profile feeds into your knowledge panel. For individuals, Wikipedia presence and strong brand mentions across authoritative sites contribute to a knowledge panel.

Image Packs

Rows of images that appear for visually-oriented queries. For contractors and trades, appearing in Google Images for project photos can drive additional traffic.

Optimize images for image search:

• Descriptive file names (e.g., “roof-replacement-piscataway-nj.jpg”)
• Alt text that describes the image accurately
• Surrounding text that contextualizes the image

Video Carousels

YouTube videos embedded in the SERP for how-to and informational queries. YouTube SEO is a separate discipline, but the opportunity for trades and contractors is significant — “how to fix a gutter” or “what does storm damage look like” queries often show video carousels.

How to Appear in Multiple SERP Features

The advanced SEO goal is SERP domination — appearing in more than one feature for the same query.

Combinations to target:

• Organic result + featured snippet (the same page can rank organically AND win the snippet)
• Local Pack + organic result (GBP and website working together)
• People Also Ask + organic result (FAQ schema + article ranking)

For a roofing contractor in Piscataway targeting “roof repair NJ”:

1. Local Pack: Optimize GBP, earn reviews, build citations
2. Organic result: Optimize service page with keyword, content, backlinks
3. People Also Ask: Add FAQ section with schema markup to the service page
4. Featured snippet: Write a concise direct answer to “What does roof repair cost?” on the same page

When all four align, click-through rates from that SERP are dramatically higher than any single listing.

Tracking Your SERP Presence

Tools I use with NJ clients:

• Google Search Console: Impressions and clicks for organic results
• BrightLocal: Local Pack position tracking with map-grid view
• DataForSEO: Full SERP feature tracking — which features appear for target queries, and which you occupy
• Semrush/Ahrefs: SERP feature history, competitor SERP positions

Monthly, I review which SERP features are available for our target queries and whether we’re capturing them. Gaps become priorities in the next month’s optimization work.

Frequently Asked Questions

What does SERP stand for? SERP stands for Search Engine Results Page — the page Google (or any search engine) displays after you enter a query. It contains a mix of organic results, paid ads, and various SERP features depending on the query.

What are the different types of SERP features? Major SERP features include: organic results, paid search ads (PPC), the Local Pack (map box), featured snippets, People Also Ask boxes, knowledge panels, image packs, video carousels, shopping results, and AI Overviews. Not all features appear for every query.

How do I get my website into Google’s organic results? Your website must be indexed by Google (check Google Search Console), and your pages must rank well enough for relevant queries. This requires SEO: quality content, on-page optimization, backlinks, and technical health. It typically takes 3–6 months to see meaningful organic traffic.

What is position zero on a SERP? Position zero refers to a featured snippet — the boxed answer that appears above the standard organic results (#1 position). It provides a direct answer to the query and typically drives significantly more clicks than the first organic position.

How does the Local Pack appear on a SERP? The Local Pack (map box with 3 business listings) appears for queries with local intent — searches including ‘near me’, a city name, or implicitly local queries like ‘plumber’. It’s powered by Google Business Profile data, not website SEO alone.

Does appearing in more SERP features increase traffic? Yes. Businesses that appear in the Local Pack AND organic results for the same query capture significantly more clicks than those appearing only once. Targeting multiple SERP features (featured snippet + organic, or Local Pack + People Also Ask) is a core advanced SEO strategy.

What is an AI Overview on a SERP? AI Overviews (formerly Search Generative Experience) are AI-generated summaries that appear at the top of some SERPs. They synthesize information from multiple sources. Being cited in AI Overviews requires strong E-E-A-T signals, authoritative content, and schema markup.

Bryan Collins is an SEO consultant based in Piscataway, NJ, with 30+ years of experience helping small businesses grow through content and search. He is a U.S. Marine Corps veteran and the author of Why Your Website Isn’t Ringing.