Adwords (Bottom)
What is the Adwords (Bottom)
Even if traditional AdWords advertisements now come in a variety of flavors, the most popular kind still shows above and/or below organic results in the left-hand column. Next to each advertisement is a colorful [Ad] label.
Organic results are pushed down the page by ads, which can also affect CTR (particularly on mobile browsers).
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Adwords (Top)
What is the AdWords (TOP) in SERP?
Even if traditional AdWords advertisements now come in a variety of flavors, the most popular kind still shows above and/or below organic results in the left-hand column. Next to each advertisement is a colorful [Ad] label.
Organic results are pushed down the page by ads, and CTR may be affected (particularly on mobile devices).
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“Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.” - Google Support
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Featured Snippet
What is the Featured Snippet?
Google may try to discover the answer in the index when they wish to respond to a query that is not covered by the core Knowledge Graph. As a consequence, a unique category of organic results is created using data from the target page.
CTRs for featured snippets are greater than for organic results in general.
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In almost all cases, featured snippets extract content from the page that answers the query in the most specific way. While there is usually only a single featured snippet shown, rarely two or more are offered for certain queries.
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Image Pack
What is the Image Pack in SERP?
Image packs are results displayed as a horizontal row of image links, which click through to a Google Images search. Image packs may appear in any organic position.
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Image Packs are special results that appear for specific searches where Google deems that visual content would be valuable. They use ranking rules beyond the core organic algorithm.
With image content, it is recommended to follow the following best practices (learn more about optimizing your images here):
Descriptive file name
Descriptive alt text
Human-readable URL
Optimized image size
Title attribute included
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In-Depth Article
What is the In-Depth Article in SERP?
Google may provide a block of "in-depth" articles for general or ambiguous searches that are essentially identical to organic results. They are controlled by big publishers and have somewhat different ranking criteria than the core organic results. Only one organic place is occupied by each block of three items.
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In-Depth Articles are almost exclusively won by large, authoritative publishers. They also commonly share these attributes:
- Long-form content (2000-5000 words)
- Schema article markup
- Authorship markup
- Unique, high quality writing
Learn more here.
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Knowledge Card
What is the Knowledge Card in SERP ?
Knowledge Cards (a component of the Knowledge Graph) span a wide range of semantic data, including those derived from the Google index, human-edited sources (like WikiData), and private data partnerships.
On a desktop search, they often show up near the top of the SERP.
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The basis for every Knowledge Panel result is either human-edited data or data agreements with partners. For these reasons, most websites are unable to show in a knowledge panel.
Having said that, it is helpful to know which terms are impacted by Knowledge Graph results since doing so may help you prioritize the phrases you want to target and provide you with insight into how Google maintains entity data about the world.
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Local Pack
What is the Local Pack in SERP?
When Google determines a search to have local intent (for example, "gastroenterology specialists in Seattle" or "gastroenterology specialists near me"), the SERP will frequently include a Local Pack with the three actual places it believes are most pertinent to the query.
In particular on mobile, these factors rule the SERP.
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The last several years have seen a significant change in local SEO, and local features are developing quickly. It's critical to be well-versed in Google's local environment, particularly if you own a physical store.
Our "Local Learning Center" is a terrific place to start, but local SEO is a whole field in and of itself.
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Local Teaser Pack
What is the Local Teaser Pack in SERP?
This is a three-pack of local business results, similar to a local pack, with additional details like hours of operation, reviews, and photographs underneath. The businesses are primarily hotels and restaurants. There are various options for sorting, example as by rating or price.
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In the last several years, local SEO has seen a significant transformation, and local features are developing quickly. It's crucial to be very familiar with Google's local environment, especially if you own a physical store.
Although local SEO is a whole field in and of itself, our Local Learning Center is a terrific place to start.
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News Box
What is the News Box in SERP?
Google News may produce a block of results for timely and newsworthy subjects. More websites are now eligible to rank in the news block thanks to the "In the news" and "news today" upgrade that was implemented in late "2023".
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In comparison to organic results, entering Google News results is a completely different (and more visible) approach. Find out more here.
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Related Questions
What is the Related Questions?
The Related Questions card displays questions that Google thinks may be related to your search based on algorithmic generation. Each question is expanded into what appears to be a featured snippet. Related Questions are included into organic results and may appear in different places on the SERP.
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Related Questions appear to be related to Featured Snippets. In most cases:
- Related Questions are also keywords with Featured Snippets
- The winner of the Featured Snippet, is also the winner of the Related Question
A slight increase in CTR may be seen after winning a Related Question. However, Related Questions may also be used to locate Featured Snippet keyword prospects associated with your current keywords. Try tracking the question as a term on its own if you come across Related Questions on a SERP. The majority of the time, you can win the featured snippet for that term.
Find out more here.
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Reviews
What is the Reviews in SERP?
Products, recipes, and other pertinent items are occasionally provided with review stars and rating information. Review and rating information is displayed between the snippet and the final URL.
Results with stars from reviews have greater CTRs.
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The criteria Google uses to determine which results get stars are not made public and vary by sector and vertical. Schema markup for reviews must at the very least be present on the page.
Find out more here.
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Shopping Results
What is the Shopping Results in SERP?
Products are sold directly through paid search results or product listing ads (PLAs), which include detailed information like prices and photos.
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Shopping is a sponsored placement, similar to AdWords.
Knowing when you are fighting for organic results versus terms with sponsored results is a good idea whether or not you are in the paid search industry.
Discover more here.
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Site Links
What is the Site Links in SERP?
Google may provide an enlarged pack of up to 10 sitelinks when someone searches for an exact domain (indicating a clear brand purpose). Five organic spots are taken up by the entire pack of sitelinks, which dominates the SERP.
Your website can gain from site links by:
- Generating higher CTR from the SERP
- Getting users to the page they are looking for faster
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Three factors drive the appearance of Site Links in a SERP:
- Type of query –
- Site Links appear mainly on branded terms
- ite traffic –
- Site Links are much more likely to appear on large branded sites with higher traffic
- Implementation of SearchAction anchor markup on the site
You can read more about this here.
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Tweet
What is the Tweet in SERP?
In addition to organic results, Google started showing tweets in the SERPs in 2023. Twitter results appear to not require or be impacted by personalisation, in contrast to Google+ results.
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Although Twitter results in SERPs aren't "organic" in the traditional sense, they do improve a brand's visual presence there and potentially its perceived relevance.
Find out more here.
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Video
What is the Video in SERP ?
Especially on YouTube, video results could include a thumbnail. They were a genuine vertical once, but today they are more of an organic improvement.
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Only specific keywords will provide video results. The page must at the very least have video schema markup.
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Paragraph
This one is a little unique since Google occasionally blends People Also Ask (PAA) boxes with highlighted snippets. There, you may find more queries associated with your search and click on them to view more details. As you can see in this instance, it frequently originates from a source other than the highlighted excerpt itself:
Numbered list
In this intriguing featured snippet instance, only the first point and a numbered list created by Google are displayed.
Bullet list
Table
It's also crucial to remember that there are additional results with "snippet-like" content. To prevent misunderstanding, you must be aware of the following:
Knowledge panel
Entity carousel
One thing unites these three SERP properties. They draw their information from entities in the knowledge network rather than simply one of the top-ranking search results. Although they could have a link to the information's source (song lyrics, for instance), it never takes the shape of a clickable title as we do with highlighted snippets.
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