What it means
SERP is the page a search engine returns in response to a query. The acronym dates back to the early days of SEO, when a SERP was little more than ten organic blue links and a few paid ads.
In 2026, a typical Google SERP can include AI Overviews, featured snippets, People Also Ask boxes, knowledge panels, local packs, image carousels, video carousels, shopping cards, paid ads, organic results, and a related searches block. Visibility now depends on how many of those features your business appears in.
Why it matters
Understanding the SERP for a query is the first step in any SEO or AEO strategy. The path to visibility is different for a query that triggers an AI Overview versus one that triggers a local pack versus one that returns plain blue links.
For Australian service businesses, the most common high-intent queries (e.g. "best plumber in Brunswick") now combine an AI Overview, a local pack, and organic results. Winning means appearing in two or three of those at once.
How it's used
To analyze a SERP:
- Search the query yourself in an incognito browser, signed out of Google
- Note every feature on the page (AI Overview, local pack, ads, snippet, etc.)
- Identify which features apply to your business
- Plan content and signals to win as many features as possible
The SERPs you target shape your full strategy. See our GEO SEO complete guide.