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Core concept · Generative Search Surfaces

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Definition

SERP stands for Search Engine Results Page — the page returned by a search engine in response to a query. A modern SERP may include organic results, paid results, featured snippets, knowledge panels, AI Overviews, local packs, image results, and other features. The SERP is the primary battlefield of traditional SEO — and it is changing faster now than at any point in the past decade. AI Overviews, Google AI Mode, and other generative features are displacing organic results for an increasing share of queries. Understanding the SERP as a dynamic, multi-feature environment — rather than a static list of ten blue links — is the foundation of any serious AI search strategy.

AI Overviews

Featured snippet

SERP feature

Zero-click search

Generative SERP

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