Search Engine Results Page (SERP): What It Consists Of
Results (SERP, search engine results page) — the search results page. The key thing to understand about it today: it is no longer just ten links. Organic results share the screen with ads, answer boxes, images, videos, maps, and summaries that the search generates itself.
What the Results Consist Of
| Block | Source | Can It Be Influenced |
|---|---|---|
| Ads | Paid advertisements | Only with money |
| Organic Results | Search index | Yes — that’s SEO |
| Answer Box | A fragment from one of the top pages | Indirectly: with structure and a direct answer |
| AI Summary | An answer compiled from several sources | Indirectly |
| Images, Videos, News | Separate indexes | Yes, through media optimization |
| Maps and Local Block | Organization cards | Yes, through the company profile |
| “People Also Ask” | Related queries | Indirectly |
Why the 'First Place' Is No Longer First
The position is only considered among organic results. But if there are three ads, an answer box, and a carousel of images above you, your first organic result will appear on the second screen. That’s why the number of clicks for the same position varies greatly across different queries — more details in the article about CTR curve.
Results Differ for Everyone
The result is influenced by region, language, device, and search history. Therefore, “I googled and didn’t see myself” is not a measurement: you need to check with a tool set to the specific region and device, see position check settings. For the same reason, the average position in Search Console always differs from measured: it averages all impressions across all regions and devices.
What to Do About It
Determine which blocks occupy the results for your queries, and decide what to fight for: organic position, inclusion in the answer box, images, or the organization card. The page format should match what the search is already showing — this is about search intent.