Google’s search page offers a lot of material. We all want to be ranked highly in the search results, of course. But there are so many parts of the page, it’s easy to get lost. Many elements beyond organic results are part of the results. And the elements vary depending on the type of query, too.
So what are the different parts of the search engine results page? Let’s dive in!
Sponsored ads (marked “1” on the image above)
At the top of the SERP for most queries, you’ll find paid ads. They’re always marked in some way. As of this writing, the word “Ad” is in a unique, bold font. But Google has changed that often.
These should be relevant to your query. Google does look at the ad content as well as the page it links to before placing the ad.
Featured Snippets (“2”)
The featured snippet is supposed to contain a short and simple answer to the search query. It draws that answer from a web page.
Normally, this is good for the person searching, but there are a couple of issues. Google isn’t quite perfect at this yet. Sometimes the “answer” here isn’t relevant. Occasionally, it’s flat-out wrong.
Also, there are a lot of complaints that this feature hurts websites. If the user can find the answer on the SERP, why bother clicking through to a site?
“People also ask . . . “ (“3”)
In a way, this section is an extension of the featured snippets.
It includes similar queries with answers. You can often expand the list to see even more queries, although the further you go, the more tangential they become.
Again, this has advantages and disadvantages. It has the potential to lead to more clicks for people wanting a more complete answer. On the other hand, if they already found what they’re looking for, why would they bother going to a website.
Organic Results (“4”)
The bulk of the SERP is normally the organic search results. The intention here is that Google will display the most appropriate pages with the best information first. These are the pages that Google helps to rank.
This is the area that SEO helps most with. The difficulty, as you can see with our example image, is that these results can be pushed down the page by other features. On the other hand, many people simply skip all those features to look at organic results. Also, not every SERP shows all those features – we just looked for one that did.
Features for Local Search
When Google thinks your query is best answered with local businesses, it adds other elements to the search results. These are common with searches like “where to buy”, “where to eat”, and the like.
In the screenshot above, you can see the main local results features. To make it fit, we cut off the paid ads at the top of the page. However, those are followed by a map and what’s commonly known as the “three-pack.”
The map uses data from your phone or home internet connection to determine where you are. It then places pins on the map to indicate local businesses that satisfy the query.
Underneath that, the top three stores are featured. This information is drawn from Google My Business. And being included here is based on optimizing the My Business profile as well as getting good reviews online.
One of the great features here is that it works with Google Maps to provide directions. And even better if you’re using your phone – you can call the business right from the SERP!
Knowledge Panel
For some queries, you’ll also get a “knowledge panel” on the right side of the desktop screen. This provides basic factual information about a person, place, or event. As you can see in the example below, it can include other material related to them, too – even their social media profiles!
For businesses, it can include information about their leadership, stock prices, and other information.
Google determines what queries get a knowledge panel. It seems to be related to the prominence of the entity outside their online presence.
Images and Video
Sometimes, a query may be more about “visual” elements. Google may feature images or videos in a section of the SERP page. At times, this is at the top of the page. Other times, these may show up in the middle of the search results.
Conclusion
Each search provides unique results – including a unique format that depends on what Google thinks the user is looking for. Understanding how people will look for you can help you take the right path in your SEO and paid ads efforts. No two businesses are alike, so be sure that your strategies suit your needs.