SERP is an acronym that stands for Search Engine Results Page – the interface that a user sees in response to a search query (keyword or phrase) entered into a search engine. SERP is the end product of the algorithmic process, the place where user intent meets ranked content.
The conceptual significance of SERP lies in the fact that it is a richly structured ecosystem that goes far beyond the traditional list of ten blue links. Modern SERPs include a variety of special elements (SERP Features), such as Featured Snippets, Knowledge Panels, advertising units (PPC), People Also Ask, maps, and videos. All of these elements are aimed at satisfying user intent as quickly as possible directly on the page.
SERP is the main battleground for SEO specialists. The goal of optimization is no longer just to reach the “Top 10”, but to capture the most visible and dominant positions on the page, especially those that attract the highest click-through rate (CTR). Constantly tracking changes in the structure of the SERP is key to any successful SEO strategy.