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SERPs
The page that a search engine returns after a user submits a search query. In addition to organic search results, search engine results pages (SERPs) usually include paid search and pay-per-click (PPC) ads. Thanks to search engine optimization (SEO), ranking position on a SERP can be highly competitive since users are more likely to click on results at the top of the page. With the launch of schema markup, SERPs are becoming much more complex to try to anticipate user needs.A search engine results page, or SERP, is the page you see after entering a query into Google, Yahoo, or any other search engine. Each search engine’s SERP design is different, but since Google is the most popular—holding over 80% of the market share—we’ll focus on their features and algorithms
Different Features of SERPS
SERP is more visually varied than it was in years past. In addition to generic search results that simply display the site name and metadata, searches can also return images, shopping suggestions, Tweets, or information cards. Each feature generally fits into one of the following categories:
- Knowledge graph features: These appear in a panel or box on the SERP, often on the right-hand side.
- Rich snippets: These add extra visuals to a result, like stars in product reviews or photos in news results.
- Paid results: You can buy these by bidding on relevant keywords. Paid results will include a label at the top to specify that the result is an ad.
- Universal results: These are special results that appear alongside organic ones.
SERP features are elements that appear on Google's search engine results page that go beyond the traditional “10 blue links”. Common examples of SERP features include
Featured Snippets :Featured snippets show a snippet of content from one of the top-ranking web pages. They’re usually displayed at the top of the SERP, although other results sometimes appear above them.
Knowledge Panels :Knowledge Panels provide information about the main subject of the query. They usually appear near the top of the SERP on mobile, and on the right-hand side on desktop.
video carousels :Top stories carousels show recently-published articles, live blogs, and videos. Google displays a thumbnail, title, publisher name, and timestamp for each result, and they usually appear near the top of the SERP.
Image packs :Image Packs show a handful of thumbnails, and clicking on them takes you to Google Images. They often appear at the top of the SERP but can appear further down the page.
In general, you can break SERPs down in the following four ways:
Sponsored results. Results that appear because advertisers paid money to put them there are called sponsored results. These are typically text ads or shopping results, and you’ll seem Google Ads clearly tagged as such. They may occur at the top or bottom of the page, as well as in the Google Knowledge Graph.
Organic listings. These are the listing of sites that you peruse when you search a query. In the above example, our SEO for Beginners guide represents the first organic result, followed by Moz’s guide of the same name. (Learn more about rankings in How Search Engines Rank Pages.)
Rich features. These add a visual layer (sometimes multiple layers) to the SERP. They include things like featured snippets, carousels, and much more.
Google knowledge panels. These display on the right side of the page, offering snippets of information to enhance search results. In the above example, it’s the box about search engine optimization.
Organic listings. These are the listing of sites that you peruse when you search a query. In the above example, our SEO for Beginners guide represents the first organic result, followed by Moz’s guide of the same name. (Learn more about rankings in How Search Engines Rank Pages.)
Rich features. These add a visual layer (sometimes multiple layers) to the SERP. They include things like featured snippets, carousels, and much more.
Google knowledge panels. These display on the right side of the page, offering snippets of information to enhance search results. In the above example, it’s the box about search engine optimization.
The more you know about SERPs, the better you can strategize your content and site design. Staying up-to-date with Google’s policies is key to keeping your site in shape to be highly ranked.
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