What is SERP (Search Engine Results Page)?
The page Google returns for a search query, including organic results, ads, local pack, knowledge panels, and AI Overviews.
Also known as: search results page, SERPs
The SERP is everything Google shows on a search-results page. Modern SERPs are far richer than the 'ten blue links' of 2010: they include ads at the top, an AI Overview (sometimes), the local 3-pack for local queries, a knowledge panel for branded queries, related question accordions ('People also ask'), image carousels, and video snippets.
For a service business, the high-value SERP placements (in order) are usually: the local 3-pack, the first organic result, the AI Overview citation, and rich-result organic listings (with star ratings, FAQ accordions, etc.). Each of those takes a different optimization approach.
Understanding which SERP elements appear for your target queries — by running the actual queries — should be the first step of any SEO program. Tools like Ahrefs, Semrush, and Moz can systematize this, but the manual version takes 30 minutes and reveals exactly what you're optimizing for.
What you optimize for depends on what the SERP actually shows. A query that has no local pack rewards organic content; a query with a 3-pack rewards GBP optimization.