Ranking number one and still getting no clicks
A Thrissur CA firm finally reached position one for “GST registration fees”. Search Console showed thousands of impressions and a CTR under 1%.
We searched it ourselves. Above their result sat an AI Overview answering the question, four ads, a People Also Ask box and the government portal. Their ‘number one’ was below the first screen on a phone.
So we changed targets. We wrote a clear 50-word answer with the actual fee table near the top of the page, added a short FAQ, and created a separate page for “GST registration consultant in Thrissur”, where the SERP showed a local pack.
The firm started appearing in the AI Overview sources and the local pack. Calls from search doubled while the original ranking barely mattered.
Illustrative example based on a common pattern in Kerala e-commerce accounts. Numbers rounded.
What the SERP shows and why it changes
Every search builds its own SERP. Google decides which features to show based on what people usually want for that query: quick facts get an AI Overview or featured snippet, local needs get a map pack, products get shopping results, ‘how to’ queries often get videos.
That is why ranking position alone is a weak goal. Before writing a page or bidding on a keyword, search it on a phone in incognito mode and note what fills the first screen. The SERP tells you the format that can win.
SERP = AI Overview + ads + local pack + People Also Ask + videos/images + organic results (varies by query)
Read your SERP: what will it take to win?
Search your main keyword on a phone in incognito mode. Tick each feature you see on the first two screens, then open the fixes to see how to compete for each one.
Tick the features you see to get a plan.
Stuck on one? Join the community and post it for doubt-clearing.
Three Kerala searches, three different SERPs
| Search | What fills the first screen |
|---|---|
| dentist near me (in Kochi) | Ads, local map pack with 3 clinics, then directories |
| what is gst registration | AI Overview, government portal, People Also Ask, videos |
| best digital marketing course in kerala | Ads, list articles, institute sites, Reddit and Quora threads |
How marketers use the SERP before they spend
1. Choose the content format
If the SERP is all videos, a 3,000-word article won’t win. If it’s list articles, a single service page will struggle. Match the format Google already rewards.
2. Decide between SEO and ads
When ads and a map pack fill the first screen, organic results get few clicks even at position one. That search may be better served by Google Ads plus a strong Business Profile.
3. Find quick wins in Search Console
Pages with high impressions and low CTR often sit under an AI Overview or snippet. Rewriting the opening answer and title can win the feature.
4. Brief writers properly
A content brief should include a SERP snapshot: which features appear, what the top pages cover, and which questions People Also Ask lists.
SERP features and what wins them
| Feature | Who wins it | What to build |
|---|---|---|
| AI Overview | Pages with clear, specific, trustworthy answers | Lead with the answer; add first-hand detail. |
| Local pack | Google Business Profiles near the searcher | Categories, reviews, photos, consistent NAP. |
| Featured snippet | Pages with a concise answer under a matching heading | Definition, steps or table. |
| People Also Ask | Pages that answer related questions directly | FAQ blocks with 2–3 sentence answers. |
How to read SERPs accurately
- Your own results are personalised
- Logged-in searches reflect your history. Use an incognito window, and check on a phone, where most Kerala searches happen.
- Location changes everything
- A search in Kochi shows a different local pack from one in Kollam. Check from the city you target, or use a SERP tool with location settings.
- SERPs change over time
- AI Overviews and features come and go. Re-check your main keywords every month.
- Position isn’t visibility
- Search Console’s average position doesn’t show how far down the page the result really sits. Look at the SERP itself.
Mistakes to avoid
Writing before looking at the SERP
The page is the wrong format for what Google shows, and never ranks.
Chasing position one as the only goal
You win a spot below an AI Overview and four ads, with few clicks.
Ignoring the local pack
For ‘near me’ searches, the Business Profile beats any website page.
Checking SERPs only on desktop
Mobile SERPs push organic results much further down.
Related terms
Questions people ask about the SERP
What is the full form of SERP?
SERP stands for search engine results page: the page of results a search engine shows for a query.
What are SERP features?
Anything beyond the standard blue links: AI Overviews, ads, local map packs, featured snippets, People Also Ask, images, videos, shopping results and knowledge panels.
How do I check the SERP for a keyword?
Search it in an incognito window on your phone, from the location you target. For many keywords at once, SEO tools like Ahrefs or Semrush show SERP features and top pages.
Why does my site rank but get no clicks?
Usually because features above you (AI Overview, ads, local pack, snippets) answer the search first. Aim to appear in those features, or pick keywords where organic results sit higher.
Is SERP the same in Google and Bing?
The idea is the same, but each search engine shows different features and results. Bing also powers some AI tools, so it is worth checking.
Put it into practice
- SOP 210: Find Pages and Keywords to Improve with Search Console →
- SOP 212: Do Keyword Research for Free →
- SOP 213: Write an SEO Content Brief →
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