SERP (Search Engine Results Page)
The page of results shown after a search.
A SERP, Search Engine Results Page, is the page of results displayed by a search engine after a user enters a query. The SERP for a care-related search in 2025 typically contains several distinct elements: the Google Map Pack, which is the three local business listings with a map, paid ads, organic results, and sometimes featured snippets, 'People Also Ask' boxes, or knowledge panels.
Understanding what a SERP looks like for a specific query is essential for setting realistic SEO expectations. For queries like 'care home near me' or 'nursing home in [town]', the Map Pack dominates the visible page on mobile, occupying most of the screen before scrolling. Organic results appear further down and receive a smaller share of clicks. For more informational queries like 'how does Carehome.co.uk ranking work', there is no Map Pack and organic results begin immediately, often with a featured snippet at the top.
Different query types produce different SERP layouts, and each layout rewards different types of optimisation. A business targeting local placement queries should prioritise Google Business Profile and Map Pack optimisation. A site targeting informational queries should prioritise well-structured, authoritative content that can earn featured snippets and rank in organic results. Both matter for a specialist SEO agency targeting care providers at different stages of their search journey.
Google Search Console provides data on how a site appears in SERPs, including total impressions, average position, and click-through rate. This data is the most reliable indicator of which queries are generating search prominence and which pages are being surfaced by Google for which queries.