On-SERP SEO, or search engine optimization for the results page, represents a new approach where web professionals no longer solely aim to generate clicks by achieving a high ranking in search results. Now, the goal is to leverage this visibility to convey a brand message or practical information such as an address, opening hours, or a phone number. This strategy is part of a response to the “zero-click” phenomenon, where users find the answer they need directly on the results page without having to click on a link.