The New SERP Landscape: How to Stay Visible When Blue Links Shrink
Before we begin, our entire team here at REMAP strongly believe it’s essential to cater for everyone. We know that you’re not all hard-core marketing types; some of you are business owners and managers who understand the importance of marketing, but not always the terminology.
And that’s cool.
So, in case you’re not sure about one of the most commonly used acronyms in digital marketing, “SERP” stands for the “Search Engine Results Page”. That’s the page on Google that shows up after you submit a query.
AI-powered tools such as ChatGPT are Large Language Models (LLMs). They are conversational in their nature, so they don’t really have a “SERP” per se. Sure, you can ask ChatGPT a Google-style question — “best restaurants near me” or “how to fix a leaking tap” — but instead of showing you a list of links, it generates an answer directly. There’s no page of search results to scroll through; just a single, synthesised response designed to feel like the best possible answer in one hit.
In the early 2000s, Google’s search engine results page (SERP) was clean, simple, and text-heavy.
Here’s what stood out:
- 10 blue links – The results were mostly just a list of 10 plain blue hyperlinks per page, pointing to the most relevant websites for your query. Each result had a clickable title, a short description (snippet), and the URL in green below it.
- Minimal distractions – There were no images, maps, videos, or carousels cluttering the page. It was all about delivering fast, relevant links.
- Ads were subtle – In the early 2000s, Google introduced AdWords (now Google Ads). Sponsored links appeared, usually at the top or right-hand side, but they were clearly marked and much less dominant than today.
- No rich results – No featured snippets, no knowledge panels, no local packs, no FAQs, no People Also Ask – just links and text.
- Lightning fast load times – The stripped-down design made pages load quickly, even on slow connections (think dial-up!).
- Focus on relevance – Google’s big innovation was its PageRank algorithm, which ranked results based on the quality and quantity of links pointing to a page, rather than just keyword stuffing.
- The user interface (UI) of these early Google SERPs was bare-bones but highly effective, and a huge improvement over the cluttered, spammy search engines of the time, like AltaVista or Yahoo.
Today, Search is no longer just about ranking on page one with a blue link.
The Google results page has undergone a massive transformation. With AI overviews, featured snippets, “People Also Ask” boxes, videos, images, and maps of local businesses are all pushing traditional organic listings further down the page.
So what does the future of the SERP look like? Well, to answer that let’s take a look at what Sundar Pichai, Google’s CEO said about it at their annual I/O conference in California (May 2025 https://io.google/2025/ ) .
“Google Search is bringing Generative AI to more people, than any other product in the world. AI Overviews are driving over 10% growth, in the types of queries that show them. What’s particularly exciting is that this growth increases overtime.”
Additionally, Sundar went on to say that Google is releasing “AI Mode, which is total reimagining of search. With more advanced reasoning, you can ask AI longer, and more complex queries”.
“This is the future of Google Search. A search that goes beyond information, to intelligence, and you’re starting to see this come to life already with AI Overviews. AI Mode, takes this to the next level”
Liz went on to say that “overtime, we will graduate AI Mode’s cutting edge features and capabilities directly into the core search experience.”
Google’s new AI Mode has more personal context, deeper research, better analysis and visualisation, live multimodality, and new ways to shop.
Looking downfield, it’s safe to say that in the future, the following features are going to become increasingly dominant;
- AI overviews: Google’s AI-generated summaries provide direct answers by pulling from multiple sources. These often satisfy the searcher’s intent without them needing to click through to a website.
- Featured snippets: These still dominate the top of the results, often appearing above traditional organic listings and giving searchers a quick answer.
- People Also Ask and rich media: With more interactive elements like FAQs, videos, and image carousels, users engage with search results before ever seeing standard blue links.
What does this mean for your business?
Shrinking space for blue links: Organic results are being pushed further down, especially on mobile. Users may need to scroll a significant couple of swipes before they see a traditional blue link.
The knock-on effect of these changes to the SERP means that just “ranking on page one” of Google isn’t enough anymore. What really matters is where and how your business appears on the results page.
Your potential customers aren’t just clicking on the top organic link anymore. They’re scanning for the most useful, visible, or eye-catching result. That means you need to think beyond rank – and look at how you can take up more real estate on the page.
Here’s how you can give your business more opportunities to stand out:
Target featured snippets
Create content that directly answers common questions in your niche. Use clear headings, bullet points, numbered lists, tables, and short definitions – the formats Google prefers for snippets.
Embrace content diversity
Don’t rely on blog posts alone. Mix it up with short videos, images (with proper alt text), infographics, FAQs, and even downloadable resources. This increases your chances of showing up in different parts of the SERP – whether it’s image results, video carousels, or AI summaries.
Optimise for local and maps
If you have a physical location, keep your Google Business Profile up to date. Encourage reviews and post updates – these help you appear in local packs and map results.
Think about search intent
Map your content to what people are really looking for at different stages – informational, transactional, navigational. The more relevant your content is to the searcher’s intent, the more likely Google is to surface it in rich results.
Use schema markup
Add structured data to your site so Google can better understand your content and display rich results like star ratings, product info, and event details.
Keep content fresh
Outdated information is less likely to be included in AI overviews or snippets. Regularly review and update key pages.
Strengthen authority signals
Earn backlinks from reputable sites, gather positive reviews, and build your brand’s presence across the web. These signals make your content more likely to be trusted by AI systems.
Monitor and adjust
Use tools like Google Search Console, SEMrush, or Ahrefs to see where your visibility is growing or declining. Refine your approach based on what’s working.
How can you get your business recommended in AI overviews?
The short answer? Unfortunately, as it stands today, you can’t control it directly. AI overviews (like Google’s AI-generated summaries) pull from a wide mix of sources that the system sees as trustworthy and relevant. But that doesn’t mean you’re powerless. You can position your business (and content) to have the best possible chance of being included.
Here’s how:
Publish content that’s genuinely authoritative and accurate.
AI overviews are designed to surface the clearest, most reliable information. Focus on creating content that answers real questions in your area of expertise – with facts, not fluff. Think: guides, how-tos, product explainers, and FAQs.
Make your content easy for AI to “read” and summarise
Structure matters. Use clear headings (H1, H2, H3), short paragraphs, bullet points, numbered lists, tables, and direct answers. The easier it is for AI to scan your content, the more likely it will draw from it.
Keep your content fresh
AI systems prefer up-to-date information. Review and update your key pages regularly – especially if you work in an industry where things change fast (like tech, finance, health, or regulation-heavy sectors).
Strengthen your site’s authority
AI overviews are heavily influenced by trusted sources. Build your authority by earning quality backlinks, being mentioned by respected sites, and getting positive press.
Be consistent everywhere
Google’s AI looks beyond your website. Make sure your business info (name, address, services, etc.) is consistent across your website, Google Business Profile, social media, and directories.
Diversify your content types
AI overviews don’t just pull from text. Having a mix of high-quality videos, images (with alt text), downloadable resources, and structured data (schema) can give you more visibility.
For more information from Google about how to position yourself to win in the future check out: https://developers.google.com/search/docs/appearance/ai-overviews
Today’s SERP: A Whole New Ball Game
Fast-forward to now, and search isn’t just about “ranking on page one” anymore. The results page has morphed into a rich, dynamic playground of AI overviews, featured snippets, maps, videos, images, and “Also Ask” boxes — all jostling for space and attention. Those truly blue links? They’re still there, but pushed further down, especially on mobile.
Search is changing — fast. But it’s not all doom and gloom. It’s an opportunity. Businesses that focus on high-value, diversified content with images, videos and text and those that establish absolute authority in their field, will continue to win visibility, even as the old blue links fade into the background.
Ready to adapt? Now’s the time.