What is a SERP and why does it matter for reputation?
A SERP - Search Engine Results Page - is the page Google returns for a query. For reputation, it is the canonical first impression every stakeholder sees before any meeting, due diligence call, or hiring decision.
The SERP is the layer on which most digital first impressions are formed. For a brand, the SERP for the company name is the page a prospective customer, journalist, investor, regulator, or candidate sees before any direct contact. For an executive, the name SERP is the page everyone meeting them has already seen. Modern SERPs are not just ten blue links; they include AI Overviews at the top, Knowledge Panels in the sidebar, People Also Ask boxes, news carousels, image and video panels, and organic results below. We track every element of that composition through IMPACT™ because each element shapes perception differently, and a clean organic top-three means nothing if the AI Overview at the top of the page describes the company badly.
Last reviewed: 19/05/2026
