Google is the king of search. As Larry Page, one of the founders described:
“the perfect search engine as understanding exactly what you mean and giving you back exactly what you want. “
Google
Have you ever noticed that your results differ dependent on what you type in Google?
If you type in “Montreal Paris“, your results are going to very different from when you type in “Montreal” alone. Or “Montreal weather“. Or “Montreal news“. Or “Directions to Montreal airport“. Google tries to get the meaning of the query right.
It tries to establish the “intent” behind your query. And then provide you with results. Here is a list of some of the frequent Googled results you will see.
1. Google Ads
This is a paid service run by Google’s online advertising platform. Advertisers or customers must pay to display their advertisements.
A typical Google Ad can be identified with the green coloured word “Ad” in a rounded box. This is then followed by the URL. Thereafter, it will have a “Title” that is broken up into two sections and then a description.
To view your ads, you will need to set up a Google Adwords account. Once you have done that, you will need to bid on keywords that users are searching for. Depending on how large or how small your budget is, you can design an ad to pick from. For example, you can set a daily maximum budget.
Every time a user clicks on your advertisement, you will be charged for them clicking on your ad. This is how it makes its money. The way you are charged will depend on how your campaign is set up, by usually it is based on pay-per-click (PPC) or cost per click (CPC).
Once your ad campaign has finished, your ad will no longer appear in the SERPs. For example, if you run your campaign for 7 days, from the 1st July to 7th July 2020, it will no longer appear on the 8th July.
2. Local Pack (the 3 Pack)
The Local Pack is part of Google SERPs that shows a map and three results or listings. The original 7-pack is now the 3-pack. This change from 7 to 3 is largely aimed at mobile.
The three listings depend largely on their location. It uses your location to return three relevant listings. Clicking on one of these listings takes you to Google Maps with detailed information on the business you selected. If you are a business, then you need to sign up with Google My Business and optimize your account profile with the correct business information, high resolution photo and more.
3. Organic Search Results
Yes, these are the most important to rank for. Organic Search Results may appear below the Local Pack and generally below any paid advertising.
They are not paid results and appear in relation to how relevant they are to the search query. Appearing on the 1st page of Google’s SERPs should be your goal. To reach the top, you will need to optimize your page, ensure that your keywords are optimized, is set-up for schema, and much, much more.
4. Knowledge Graph & Info Panels
On desktops, Google’s Knowledge Panel is the block you will discover on the right hand side of your screen in SERPs. It indicates results from Google’s Knowledge Graph. On mobile, the panel may appear between other results.
As Google states:
They are meant to help you get a quick snapshot of information on a topic based on Google’s understanding of available content on the web.
The Knowledge Graph is a knowledge “data” base used by Google to enhance its SERPs with information gathered from a variety of sources. As the Knowledge Graph Panel is based of a collection of data from the web, it’s format may differ. Some see it as an engine connecting the different bits of data on the web. In some cases, Google may work with “data partners who provide authoritative data on specific topics“.
They show information on all kinds of things. For example, on cars, businesses, companies, brands, share prices, people (personal/famous), places, things, animals, countries, plants, etc. Below are four examples of Flowers, Flickr, Scotch whisky and Jaguars cars.
Can I get my own Knowledge Panel? You cannot apply to Google for a listing. Google will decide whether or not to show a knowledge panel in the SERPs. The results are generated and updated automatically as information changes on the web. Relevance, distance, and the prominence are some factors that may influence your inclusion.
For businesses, ensuring that your Google My Business profile is correct is a starting point. However, Google does not guarantee that you will appear in their results. If you do appear in Google’s Knowledge Graph Panel and need to change your content, follow Google’s instructions here.
5. Featured Snippets
Google describes featured snippets as “a special box at the top of your search results with a text description above the link. […] Most featured snippets only contain one listing.”
The snippet may include:
- Information quoted from a third-party website
- A link to the page
- The page title
- The URL of the page (see Google’s Featured Snippets)
The results that you see, come from “web search listings”. Google determines whether a page would make a good featured snippet or not. The “Feedback” link provides Google with more help on improving its algorithm.
According to Moz, certain types of queries feature more frequently in featured snippets. These include DIY, health, financial, mathematical and other questions. Below is an example of How to make a bird box.
6. Rich Answers or Rich Snippets
Google’s Rich Answer Box is aimed at offering a quick and easy solution for your search term or question. It appears at the top of the page. For example, “what is the circumference of the earth“?
Or “when did napoleon die“?
Or “244 x 244“?
Users are probably too lazy to look up the answer in an old fashioned way or use their grey matter to work out the answer.
If your website can provide the answer directly to that question, you might rank first in the SERPs. You do not have to be the leading authority on the “answer”, but if you are closest to the question posed, you can rank in first place.
7. Social Listings
Last, but not least, for the social pundits. If you type in a famous name on the SERP, you may find that person’s social listing or activity. Below is an example of three posts from Samuel L. Jackson‘s Twitter feed. If you click on any of the listings, it will take you straight to the respective post.
As with other listings, to rank, it depends on Google. Using schema markup on your site and ensuring that social accounts have been verified by the social networks could assist in you being listed. Obviously, if you are Donald Trump, you will have a greater chance of appearing, than if you are Joe Soap from a small town in McMullen, Alabama with a population of 10 people.
And More
See Part 2 of this article on Google’s SERPs – Learn its Incredible Secrets.
References
https://ppcprotect.com/google-ad-examples/
https://www.link-assistant.com/news/serp-guide.html
https://seoexpertscompanyindia.com/types-of-google-search-results/
https://mayecreate.com/blog/types-of-google-search-listings/
