General SEO

SERP (Search Engine Results Page)

Quick Definition

The SERP is the page Google or Bing returns after a query, containing organic listings, ads, Map Pack, featured snippets, AI Overviews, videos, and other rich results.

In context

Modern SERPs are dynamic and context-aware. The same query can show different layouts depending on intent — informational queries surface AI Overviews and featured snippets, local queries show the Map Pack, and commercial queries show shopping results. Understanding which SERP features appear for your target keywords determines the right content type to create.

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Related terms

White Hat SEO

White hat SEO follows Google's guidelines and focuses on creating genuine value for users — quality content, real backlinks, sound technical work.

SEO (Search Engine Optimization)

SEO is the practice of improving a website's visibility in unpaid search engine results through technical, content, and authority work.

Bounce Rate

Bounce rate (in older analytics) was the percentage of single-page sessions. GA4 replaced it with engagement rate, which measures sessions of 10+ seconds with engagement.

Core Update (Google)

A core update is a periodic broad change to Google's ranking algorithms — typically rolled out 3–4 times per year and named for the month (e.g., March 2024 Core Update, August 2024 Core Update).

Rich Result

A rich result is any non-standard SERP listing enhanced by structured data — review stars, FAQ accordions, recipe cards, event listings, product cards.

SEO Audit

An SEO audit is a comprehensive assessment of a website's search performance covering technical health, content, backlinks, and competitive position.

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