Qu'est-ce que SERP ?

SERP stands for search engine results page: what a search engine shows after a query. Modern SERPs are crowded far beyond ten blue links, with ads on top, AI-generated answer boxes, featured snippets, "people also ask" accordions, maps, images, and shopping results, and the organic listings squeezed between them.

That crowding is why keyword ranking alone no longer predicts traffic. Ranking third can mean prime visibility on one SERP and being pushed below the fold by ads and an AI answer on another. Some queries increasingly resolve without any click at all, when the answer box satisfies the searcher; you will see this in Search Console as impressions rising while click-through rate falls. Before targeting a keyword, search it yourself and look at the actual SERP: what features appear, who ranks, and whether there is realistic room for a click.

Your listing on the SERP is built from your page's title tag and meta description, which makes those the most valuable copy on the page for earning clicks.