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GlossaryUpdated July 4, 2026•1 min read

SERP: Search Engine Results Page

By Acadia Marketing

The SERP is the battleground where every search query is answered. Understanding its moving parts shows you exactly which spots you can realistically win.

SERP: Search Engine Results Page

Key Takeaways

  • A SERP (Search Engine Results Page) is what Google shows after someone searches.
  • Modern SERPs mix paid ads, the local map pack, organic links, and rich features.
  • Different spots on the SERP are won in different ways — ads, local SEO, and organic SEO are separate games.
Anatomy of a Google local search resultFrom top to bottom: Local Services Ads, then Search Ads, then the Local Pack with the map, then the organic results earned through SEO.Top of the pageLocal Services AdsPay-per-lead · Google Guaranteed badgeSearch Ads (PPC)Pay-per-click · “Sponsored” labelLocal Pack + MapGoogle Business Profiles · the 3-packOrganic ResultsEarned through SEO · no ad spendFurther down the page

What a SERP is made of

A SERP — Search Engine Results Page — is the page of results Google returns after someone types a query. A decade ago it was a simple list of ten blue links. Today it is a layered mix of features competing for the searcher's eye.

Search "roof repair near me" from a phone in Lewiston and a typical SERP stacks up like this, top to bottom:

  • Paid search ads — labeled "Sponsored," bought through Google Ads.
  • Local Services Ads — the Google Guaranteed pay-per-lead listings, when eligible.
  • The local pack — a map with three business listings, pulled from Google Business Profiles.
  • Organic results — the unpaid links earned through SEO.
  • Rich features — things like "People also ask," reviews, and knowledge panels.

Why the SERP layout matters for you

The key insight is that each area of the SERP is won differently. You cannot buy your way into the organic results, and you cannot SEO your way into the ad slots. A smart local strategy usually targets several areas at once:

  • Ads and LSAs get you instant visibility at the top — you pay for the spot.
  • The local pack is won through local SEO and a strong Google Business Profile.
  • Organic listings are earned through on-page SEO, content, and backlinks over time.

Because the top of the SERP is increasingly crowded with ads and the map pack, organic results now often sit below the fold. That is exactly why local businesses benefit from showing up in more than one place. For the bigger comparison, see SEO vs. PPC.

Frequently Asked Questions

What does SERP stand for?+

SERP stands for Search Engine Results Page — the page of results a search engine shows in response to a query. Every Google search returns a SERP.

Why do SERPs look different for different searches?+

Google tailors the SERP to the query's intent. A local service search shows a map pack and ads; an informational question shows featured snippets and "People also ask." The layout adapts to what will best answer the searcher.

Can I appear in more than one part of the SERP at once?+

Yes. A business can show in the ads, the local pack, and the organic results simultaneously — each earned through a different channel. Occupying multiple spots is a common and effective local strategy.

Primary Sources

Keep Learning

Related Guides

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Local Pack (Map Pack)

The local pack is that map with three businesses that shows up for local searches — prime real estate for any business that serves a specific area.

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Organic Traffic

Organic traffic is everyone who finds you through the unpaid search results — the visitors you earned rather than bought. It is slower to build and far cheaper to keep.

Read guide SEO

SEO vs. PPC: Which Is Right for Your Business?

SEO and PPC both put you in front of people searching Google, but they work completely differently. Here is an honest comparison of cost, speed, and staying power — and why the answer is often "both."

Read guide

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