The Anatomy of a Google SERP

Short answer

A Search Engine Results Page, or SERP, is the page Google shows after you type a question. It used to be mostly the "10 blue links." Today it can include ads, maps, pictures, the featured snippet, local results, and new AI answers like the AI Overview. Think of a SERP like a storefront window: some things are on display, some are in drawers, and some answers are handed to you without opening the door.

What is on a Google SERP?

Most SERPs mix two main result types:

• Paid results - ads labeled "Ad" or "Sponsored." They sit at the top or bottom.
• Organic results - pages ranked by Google. There are usually ten of these, but features can change the layout.

Beyond those, Google adds many SERP features that can answer the search directly.

Common SERP features you will see

• Featured snippet - a short answer pulled from a page, often above the results. See Semrush for examples.
• Knowledge panel - facts about a person, place, or thing from Google’s knowledge graph.
• People Also Ask (PAA) - a box of related questions that expand with quick answers.
• Local Pack - map, business listings, and reviews for local searches ("plumbers near me").
• Image and video packs - carousels that show media files.
• Shopping results - product listings and prices from Google Merchant Center.
• Site links - extra links under a brand result to key pages.
• AI Overviews - generative answers or summaries that can reduce clicks to sites; learn more in Backlinko.

How SERPs have changed

Long ago, SERPs were a simple list of about ten links, the "10 blue links". Since 2007, Google added images, maps, and many features that give answers on the page itself. Recently, AI Overviews and passage indexing let Google pull and mix small parts of pages to show a direct answer. For a history view see Wikipedia and the analysis at Ardent Growth.

Why this matters for you

Two big effects:

• No-click searches: If Google gives the answer on the page, users may not click your site. Backlinko calls these no-click searches. That changes how you measure success.
• New opportunities: SERP features are extra places to show up. Ranking in a featured snippet or local pack can bring huge visibility.

How to do a 5-minute SERP analysis

1. Search your target keyword in a private window or incognito to limit personalization.
2. Note the layout: ads, map/local pack, featured snippet, PAA, images, or AI overview.
3. List the top 3 organic results and the page types (blog, product, FAQ, how-to).
4. Spot quick wins: is there a featured snippet? Can you answer a PAA question? Are shopping results present?
5. Decide format: if results show videos, consider a short video. If a snippet answers the query, make a clear, short answer block on your page.

Use this checklist every time before you write. It tells you what users and Google expect for that keyword.

How to optimize for major SERP features (practical tips)

Featured snippet

• Answer the question in 40-60 words near the top of your page.
• Use an H2 with the question text and follow with a concise answer and supporting paragraph.
• Include a simple list or table if the snippet shows steps or comparisons.

People Also Ask (PAA)

• Find PAA questions and add short Q&A blocks on your page. Google often pulls from pages that clearly label questions with H3s.

Local Pack

• Claim and optimize your Google Business Profile. Ensure name, address, phone, hours, and photos are correct.

Shopping

• Use Google Merchant Center and structured product data so Google can show price and availability.

AI Overviews

• Lead with the answer, then expand. Use clear, structured content so Google can pull short passages. See Backlinko for how Google mixes passages.

Quick SERP analysis checklist (copyable)

• Open incognito and search the target keyword.
• Record which SERP features appear (ads, snippet, PAA, local, images, video, AI).
• Note top 3 result types and their content format.
• Pick one feature to target first (snippet, PAA, local).
• Make a short answer block and add structured data if relevant.

Simple example

If you search "how to tie a bow tie" and see a video carousel plus a featured snippet, you should:

1. Create a concise step list (good for snippet).
2. Add a short video or embed to match the carousel format.

This matching of format is exactly what Neil Patel and others recommend when you analyze SERPs.

Checkpoint question

Which SERP feature took the top space for your main keyword? If you can answer that in one sentence, you know the format to build.

"A good SERP analysis shows what Google wants to serve the searcher."

Final notes

Keep checking SERPs because they change. Use the 5-minute analysis before creating content and try to own one feature at a time. For deeper reading on features and how to win them see Moz, Semrush, and Rank Math.

Now try a quick test: pick one keyword, run the 5-minute analysis, and write a short answer block at the top of your page. That small change often moves the needle.