Once upon a time, search results pages were simple: a blue title link, a short description, and a few ads. But today's SERPs are no longer "lists" but more like complete media screens. AI summaries, knowledge panels, images, videos, and shopping carts all coexist on a single screen. Users get answers without having to click, and search engines are no longer mere intermediaries but "information editors." At the heart of this shift lies the SERP structure.

What is SERP?

A SERP (Search Engine Results Page) refers to the entire results page a search engine provides when a user enters a search query. It's important to note that SERPs aren't a fixed format. Their components constantly change based on search intent, keyword type, user location, and device environment. Specifically, Google's SERPs are rapidly evolving toward an "answer-first" structure.

Key elements that make up SERP

The current SERP is more of a multi-layered structure.

First, there's the advertising area. It appears at the top and bottom of search results, and a clear advertising label distinguishes it as a paid area. Depending on the search keyword, this area may not be displayed.

Second, there's the AI-powered summary area (AI Overview). This area displays summary answers directly generated by the search engine for query-type keywords or information-exploration searches. This is a powerful element that ends users' search before they click.

Third, there are organic search results. While this is the traditional stage for SEO, its share of the screen is decreasing.

Fourth, there are SERP features. These include Featured Snippets, People Also Ask, image packs, video carousels, news boxes, and local packs.

SERP is about placement, not ranking.

Many companies still only ask, "Will I be exposed on page 1?" However, actual performance depends on where and how it's displayed. Even a #1 ranking is vastly different in value from being buried beneath an AI summary to being displayed at the top as a Featured Snippet. SERPs are no longer simply a ranking battleground; they're the result of spatial design focused on eye contact and context.

Impact on Businesses and Brands

This shift fundamentally alters the role of a brand's official website. Rather than being a destination for visitors, a website must become a trusted source of data cited and referenced by search engines. A clear information structure, question-and-answer format, and consistency as a source are key factors in determining a brand's presence in SERPs. Corporate information, product specifications, policies, and FAQs are particularly susceptible to being extracted as SERP features.

Countermeasure: Design your SERP backwards.

Simply filling your website content with meta information isn't enough to fully address SERPs. First, analyze the SERP for your target keyword. Identify which elements occupy the top rankings, how often organic search results are displayed, and whether AI summaries are available. Next, design content based on SERP elements. Instead of focusing solely on rankings, each page should serve a specific function: Featured Snippets, FAQs, and AI citations. This is where SEO expands to AEO and GEO.

SERP Differences as Reference Cases

For example, when searching for the keyword "corporate website security," pages with checklist-style content, definition sentences, and table structures are pulled to the top of the SERP, rather than simple blog posts. In contrast, content focused on brand introductions often linger at the bottom of organic search results. SERPs prioritize format and clarity over content quality.

Insight Summary

SERPs aren't just search results; they're a visual representation of search engine decisions. The crucial question now isn't, "What position does my content appear in search results?" but rather, "What role does it play in the SERP?" Brands and companies should exist within search results as answers, not as mere links. Once you understand SERP structure, search engine optimization goes beyond technology to strategy.