SERP: What are Search Engine Results Pages?
SERP (Search Engine Results Page) refers to the results page that a search engine displays after entering a search query. It contains organic results, paid ads, and increasingly AI-generated elements like AI Overviews.
Key Takeaways
- ✓SERP stands for Search Engine Results Page
- ✓Modern SERPs contain up to 15 different feature types
- ✓AI Overviews appear for 16-26% of all search queries
- ✓Featured Snippets and AI Overviews coexist in 45% of cases
- ✓Over 65% of search queries end without a click (Zero-Click)
The SERP is the stage where SEO results become visible. Those who understand the structure of modern search engine results pages can optimize specifically for the most valuable positions.
Structure of a Modern SERP
A Google SERP is far more than a list of ten blue links. It can contain up to 15 different result types. At the top, paid ads (Google Ads) frequently appear, and since 2024/2025, increasingly AI Overviews. Below that follow Featured Snippets, People Also Ask boxes, organic results, Knowledge Panels, Local Packs, image and video results.
The composition varies depending on the search query. Informational queries more frequently show AI Overviews and Featured Snippets. Local queries show the Local Pack (top 3 with map). Commercial queries show shopping results and ads.
AI Overviews as a New SERP Element
AI Overviews are the most significant SERP change since the Featured Snippet. They appear in 16-26 percent of all search queries above the organic results and synthesize information from multiple sources into a direct answer.
Featured Snippets and AI Overviews coexist in 45 percent of cases. This means that optimization for Featured Snippets continues to make sense and can simultaneously increase the chance of visibility in AI Overviews.
Zero-Click Searches
Over 65 percent of all Google searches end without a click on an organic result. The user finds their answer directly in the SERP Features: in the AI Overview, in the Featured Snippet, in the Knowledge Panel, or in the People Also Ask box.
For SEO, this has a strategic consequence: brand visibility in the SERPs becomes more important than individual clicks. When the user reads the brand name in the AI Overview, that's a branding effect, even without a click.
SERP Optimization in Practice
The most effective SERP strategy is a combination: Secure organic rankings for the classic blue links. Implement structured data for Rich Snippets. Optimize FAQ markup for People Also Ask. Structure content so that it's extractable for AI Overviews. Maintain Google Business Profile for the Local Pack.
Data & Statistics
Über 65% der Google-Suchen enden ohne Klick auf ein organisches Ergebnis
Semrush (2025)AI Overviews erscheinen bei 16-26% aller Google-Suchanfragen
BrightEdge / Search Engine Land (2025)“”
— Rand Fishkin, CEO SparkToro, Co-Founder Moz