SEO

What’s In A SERP? Google Search Results & Features You Need To Know

Published

2 years ago

June 16, 2022

What's In A SERP? Google Search Results & Features You Need To Know

Google Search is constantly evolving to serve more useful results to searchers.

One of the more recent figures we have states that Google conducted 4,887 launches, 17,523 live traffic experiments, 383,605 search quality tests, and 62,937 side-by-side experiments to improve the results search engine users received in a single year.

The results of rigorous testing allow Google to determine the best search features to deliver search results in a format that is most useful to your query.

This leads to changes in the way that search results are delivered.

In this article, you’ll learn what a SERP is and the various search features that could affect the way your business appears to your target audience.

What Is A SERP?

SERP stands for search engine results page. This is the page that gives search engine users the best results for their queries.

Search engine results pages can vary from one search engine user to another based on a variety of factors including whether you are logged into your Google account, your location settings, your language preferences, and your search history.

The following is the SERP for SEO.

Screenshot from Google, March 2022

At the start of the search results, Google displays the approximate number of search results for the query and the time it takes to deliver the SERP.

In this case, there are approximately 828,000,000 webpages indexed for the keyword SEO, and results were delivered in 0.59 seconds.

The first four results starting with an Ad label are pay-per-click Google Ads that target the keyword SEO.

Following the four Google Ads, you see the first organic listing that appears in this SERP for Google’s Search Engine Optimization Starter Guide.

After this organic listing, Google includes a People Also Ask section.

When search users click on a question, additional related questions appear. The answers typically link to a webpage for further information.

To the right of the Google Ads, organic listing, and People Also Ask section is Google’s knowledge panel for search engine optimization. Knowledge panels can vary based on the entity they describe.

In this case, the knowledge panel pulls the definition for SEO from Wikipedia, followed by related terms, SEO podcasts, and related terms people also search for.

The next portion of the SERP for SEO contains two more organic listings, followed by the local pack featuring SEO companies.

Screenshot from Google, March 2022

To the right, you can also see a continuation of the knowledge panel, which searches for the dictionary definition of SEO.

Following the local pack, Google displays the top news stories about SEO from the past 24 hours.

Screenshot from Google, March 2022

After another organic listing, Google places three videos from YouTube about SEO into the SERP, followed by another four organic listings.

Finally, Google has more organic results and related searches.

Screenshot from Google, March 2022

If you are on a mobile device, Google doesn’t make you click through to the second page of results.

Instead, after a listing of related searches, the next page of search results will automatically appear as you scroll down.

Screenshot from Google, March 2022

In this case, the second SERP begins with a Google Ad.

SERP Features

In the first example of a SERP from Google.com for SEO, there are multiple search features beyond organic search results including Google Ads, People Also Ask, knowledge panels, top stories, and videos.

According to Semrush Sensor, most SERPs have at least one feature.

In the U.S., only 2.34% of desktop SERPs do not have a feature. In other words, 2.34% of SERPs only list the top 10 organic search results on the page without ads, knowledge panels, local packs, etc.

Let’s take a look at the SERP features most often seen on Google.

Sitelinks

One of the top search features – found in over 66% of SERPs in the U.S. – is sitelinks.

Sitelinks are simply links that will allow search users to find specific content beyond the homepage.

In the following SERP for REI, you can see that REI has the first position in organic search.

Beneath their listing, Google displays a sitelink search box followed by four sitelinks to popular pages on their website.

Screenshot from Google, March 2022

Learn more about how to optimize your website for sitelinks.

Reviews

In addition to the stars you see in the local pack for local business reviews and the stars you see in shopping ads, Google may also display star ratings and review counts within organic search results.

In the following SERP for a current bestselling book, you can see the reviews feature in action on two of the top three organic listings.

Screenshot from Google, March 2022

Learn more about how you can optimize relevant pages on your website for reviews with the review snippet.

Images

When Google anticipates that a search query would best be answered visually, they use the images feature. This feature can appear anywhere throughout the SERP.

In the following search for a [pumpkin plant], Google serves up a dozen photos of pumpkin plants.

Screenshot from Google, March 2022

When clicked upon, the link goes to Google image search results for the query, plus additional details about the image clicked.

To optimize your images for Google image search and the potential to appear in the images section of related SERPs, check out these 12 essential image optimization tips.

Videos

Similar to the image feature, the video feature of SERPs can appear anywhere throughout the page.

In the following search for [1st party data activation], Google displays a section of videos from YouTube after four ads, a featured snippet, People Also Ask, and five organic search results.

Screenshot from Google, March 2022

To appear in the videos section of SERPs, learn how to optimize your YouTube videos.

Knowledge Panels

Knowledge panels are automatically generated boxes of useful information, compiled from various sources around the internet by the Knowledge Graph. They generally appear on the right side of search results.

In the following SERP for [tennis], Google displays a knowledge panel with a summary of what tennis is and the most popular searches related to it.

Screenshot from Google, March 2022

Google offers specific directions on how to update the information contained in the Knowledge Graph.

Local Packs

When there are local results that match your search query, you may see them appear in a local pack.

Listings in a local pack typically appear with reviews, an address, and hours of operation.

Screenshot from Google, March 2022

According to the Local Pack-O-Meter, 35.7% of approximately 60 million search queries in the U.S. contained a local pack in March of 2022.

Over the past year, it has fluctuated from 33% to 33.9%.

If you have a local business, learn more about local SEO and why it matters for your SMB.

Featured Snippets

Featured snippets generally appear at the top of SERPs, offering a portion of content from one of the top organic search results for a particular query.

For example, a search for [how to change app icons] may generate a featured snippet with a video from YouTube that answers the query.

Example of Featured Snippets SERP feature

Screenshot from Google, March 2022

Featured snippets are typically labeled as such in the lower right corner beneath the snippet content.

Other formats of featured snippets include numbered or bulleted lists, like the results of [how to submit a book to a publisher].

Screenshot from Google, March 2022

In the above example, you can see that featured snippets sometimes fall below Google Ads for certain search queries.

In a search for [nft], the top result is a featured snippet in paragraph form.

Screenshot from Google, March 2022

In this search for the best list of restaurants from a specific source, the result is a featured snippet in a table format.

Screenshot from Google, March 2022

If you want your website to be the source of a featured snippet, follow this 12-step guide to optimizing your content for featured snippets.

Google Ads

Sponsored results from advertisers using Google Ads may appear at the top and bottom of SERPs.

In this search for auto insurance, the SERP begins with three ads.

Screenshot from Google, March 2022

After organic listings, a People Also Ask section, and top stories, Google displays an additional three ads, followed by related searches.

Shopping Ads

In addition to standard text ads, Google also offers retailers the ability to create shopping ads for their products.

Shopping ads typically display the name of the product, price, retailer, and product rating.

Screenshot from Google, March 2022

If you want to feature your products in shopping ads, be sure to read this beginner’s guide to shopping ads.

Carousels

Carousels generally appear at the top of SERPs, offering fast answers to the search query.

For example, a search for [dog breeds] results in a carousel of images with the most popular dog breeds that other Google users search for.

Screenshot from Google, March 2022

Instant Answers

Want to get a quick answer to a question without having to click through to a website?

Instant Answers is a search feature Google uses to display answers to a search user’s query at the top of the SERP.

For example, if you search for today’s temperature, you may get the following for your location.

Screenshot from Google, March 2022

If you are searching for showtimes for a specific movie, Google may display showtimes from the theaters closest to you.

Screenshot from Google, March 2022

If you need to convert currency at the current exchange rate, Google may be able to provide the answer in the SERP.

Screenshot from Google, March 2022

Scheduling a meeting across time zones? Google may calculate the difference between two locations as well as show the current times in both.

Screenshot from Google, March 2022

Not sure what a word means? Google may give you the definition, along with the origin and overall use over time.

Screenshot from Google, March 2022

Need help solving a math problem? Google may display the answer along with a fully functional calculator.

Screenshot from Google, March 2022

Google may also provide instant answers at the top of SERPs for the following types of queries.

Translating a word or phrase.
Calculating the number of days until a specific date or upcoming holiday.
Finding out the score of a recent sports game.
Determining the age of someone based on their birthdate.
Getting the dates to popular events, like conventions and festivals.
Seeing the current share price and market summary for popular stocks.

Tweets

A small percentage of SERPs will feature tweets relevant to the search query.

In the following search for Search Engine Journal, after the first organic search result and a people also ask section, the latest tweets from our official Twitter account appear.

Screenshot from Google, March 2022

Find out how you can use Twitter to increase your visibility in search results.

Apps

Google search users on mobile devices may see features that are only available on mobile.

In the following search for photo editing apps, Google displays apps from the Apple store after three ads and a list of apps from sources across the web.

Screenshot from Google, March 2022

Product Comparisons

Google has the ability to take product information and display it in search results for users looking to compare products.

In the following search for [iphone 12 vs iphone 12 pro], you can see a side-by-side list of the product images, reviews, price, and additional details.

Example of Product Comparison SERP feature

Screenshot from Google, March 2022

When search users click on the detailed comparison link, Google displays additional details about the products compared, along with the option to add additional products for comparison when relevant.

Top Products

Unlike shopping ads, the top products feature showcases unadvertised products related to a search query.

In the following search for mirrorless cameras, Google displays the top mirrorless cameras after organic search results and a People Also Ask section.

Screenshot from Google, March 2022

When you click on a product, additional details about the product appear.

Google displays reviews from third-party sites, prices from multiple retailers, top insights from media outlets, and reviews from multiple retailers.

Jobs

Google helps job seekers by aggregating jobs from various sources across the web and displaying them within SERPs for queries like [jobs near me].

Screenshot from Google, March 2022

Learn how to optimize your job postings to ensure they get noticed by Google.

Conclusion

Google continues to update its algorithm and search features to create a better experience for search users.

Always be on the lookout for new features appearing in SERPs for your targeted search queries.

Then, discover ways to optimize your webpages to appear in search features that will draw more attention to your brand in SERPs.

More Resources:

Featured Image: Rawpixel.com/Shutterstock

Related Topics:Features Google Results Search SERP Whats

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SEO

Google Declares It The “Gemini Era” As Revenue Grows 15%

Published

13 hours ago

April 26, 2024

Max

Alphabet Inc., Google’s parent company, announced its first quarter 2024 financial results today.

While Google reported double-digit growth in key revenue areas, the focus was on its AI developments, dubbed the “Gemini era” by CEO Sundar Pichai.

The Numbers: 15% Revenue Growth, Operating Margins Expand

Alphabet reported Q1 revenues of $80.5 billion, a 15% increase year-over-year, exceeding Wall Street’s projections.

Net income was $23.7 billion, with diluted earnings per share of $1.89. Operating margins expanded to 32%, up from 25% in the prior year.

Ruth Porat, Alphabet’s President and CFO, stated:

“Our strong financial results reflect revenue strength across the company and ongoing efforts to durably reengineer our cost base.”

Google’s core advertising units, such as Search and YouTube, drove growth. Google advertising revenues hit $61.7 billion for the quarter.

The Cloud division also maintained momentum, with revenues of $9.6 billion, up 28% year-over-year.

Pichai highlighted that YouTube and Cloud are expected to exit 2024 at a combined $100 billion annual revenue run rate.

Generative AI Integration in Search

Google experimented with AI-powered features in Search Labs before recently introducing AI overviews into the main search results page.

Regarding the gradual rollout, Pichai states:

“We are being measured in how we do this, focusing on areas where gen AI can improve the Search experience, while also prioritizing traffic to websites and merchants.”

Pichai reports that Google’s generative AI features have answered over a billion queries already:

“We’ve already served billions of queries with our generative AI features. It’s enabling people to access new information, to ask questions in new ways, and to ask more complex questions.”

Google reports increased Search usage and user satisfaction among those interacting with the new AI overview results.

The company also highlighted its “Circle to Search” feature on Android, which allows users to circle objects on their screen or in videos to get instant AI-powered answers via Google Lens.

Reorganizing For The “Gemini Era”

As part of the AI roadmap, Alphabet is consolidating all teams building AI models under the Google DeepMind umbrella.

Pichai revealed that, through hardware and software improvements, the company has reduced machine costs associated with its generative AI search results by 80% over the past year.

He states:

“Our data centers are some of the most high-performing, secure, reliable and efficient in the world. We’ve developed new AI models and algorithms that are more than one hundred times more efficient than they were 18 months ago.

How Will Google Make Money With AI?

Alphabet sees opportunities to monetize AI through its advertising products, Cloud offerings, and subscription services.

Google is integrating Gemini into ad products like Performance Max. The company’s Cloud division is bringing “the best of Google AI” to enterprise customers worldwide.

Google One, the company’s subscription service, surpassed 100 million paid subscribers in Q1 and introduced a new premium plan featuring advanced generative AI capabilities powered by Gemini models.

Future Outlook

Pichai outlined six key advantages positioning Alphabet to lead the “next wave of AI innovation”:

Research leadership in AI breakthroughs like the multimodal Gemini model
Robust AI infrastructure and custom TPU chips
Integrating generative AI into Search to enhance the user experience
A global product footprint reaching billions
Streamlined teams and improved execution velocity
Multiple revenue streams to monetize AI through advertising and cloud

With upcoming events like Google I/O and Google Marketing Live, the company is expected to share further updates on its AI initiatives and product roadmap.

Featured Image: Sergei Elagin/Shutterstock

SEO

brightonSEO Live Blog

Published

1 day ago

April 25, 2024

Entireweb News Bot

Hello everyone. It’s April again, so I’m back in Brighton for another two days of ~~sun~~, sea, and SEO!

Being the introvert I am, my idea of fun isn’t hanging around our booth all day explaining we’ve run out of t-shirts (seriously, you need to be fast if you want swag!). So I decided to do something useful and live-blog the event instead.

Follow below for talk takeaways and (very) mildly humorous commentary.

SEO

Google Further Postpones Third-Party Cookie Deprecation In Chrome

Published

1 day ago

April 25, 2024

Max

Close-up of a document with a grid and a red stamp that reads "delayed" over the word "status" due to Chrome's deprecation of third-party cookies.

Google has again delayed its plan to phase out third-party cookies in the Chrome web browser. The latest postponement comes after ongoing challenges in reconciling feedback from industry stakeholders and regulators.

The announcement was made in Google and the UK’s Competition and Markets Authority (CMA) joint quarterly report on the Privacy Sandbox initiative, scheduled for release on April 26.

Chrome’s Third-Party Cookie Phaseout Pushed To 2025

Google states it “will not complete third-party cookie deprecation during the second half of Q4” this year as planned.

Instead, the tech giant aims to begin deprecating third-party cookies in Chrome “starting early next year,” assuming an agreement can be reached with the CMA and the UK’s Information Commissioner’s Office (ICO).

The statement reads:

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators and developers, and will continue to engage closely with the entire ecosystem. It’s also critical that the CMA has sufficient time to review all evidence, including results from industry tests, which the CMA has asked market participants to provide by the end of June.”

Continued Engagement With Regulators

Google reiterated its commitment to “engaging closely with the CMA and ICO” throughout the process and hopes to conclude discussions this year.

This marks the third delay to Google’s plan to deprecate third-party cookies, initially aiming for a Q3 2023 phaseout before pushing it back to late 2024.

The postponements reflect the challenges in transitioning away from cross-site user tracking while balancing privacy and advertiser interests.

Transition Period & Impact

In January, Chrome began restricting third-party cookie access for 1% of users globally. This percentage was expected to gradually increase until 100% of users were covered by Q3 2024.

However, the latest delay gives websites and services more time to migrate away from third-party cookie dependencies through Google’s limited “deprecation trials” program.

The trials offer temporary cookie access extensions until December 27, 2024, for non-advertising use cases that can demonstrate direct user impact and functional breakage.

While easing the transition, the trials have strict eligibility rules. Advertising-related services are ineligible, and origins matching known ad-related domains are rejected.

Google states the program aims to address functional issues rather than relieve general data collection inconveniences.

Publisher & Advertiser Implications

The repeated delays highlight the potential disruption for digital publishers and advertisers relying on third-party cookie tracking.

Industry groups have raised concerns that restricting cross-site tracking could push websites toward more opaque privacy-invasive practices.

However, privacy advocates view the phaseout as crucial in preventing covert user profiling across the web.

With the latest postponement, all parties have more time to prepare for the eventual loss of third-party cookies and adopt Google’s proposed Privacy Sandbox APIs as replacements.

Featured Image: Novikov Aleksey/Shutterstock