Anatomy of a Search Engine Results Page (SERP)

by Nissan Dealer Digital Evaluations

Many of us rely on search engines like Google or Bing on a daily basis to find what we need, whether it’s a quick dinner recipe or directions to the best local barbershop. However, the terminology used to refer to the Google search engine results page (SERP) in particular can be somewhat confusing. Here’s a guide to the typical elements of a SERP and how they’re populated.

a. Paid Ads

When included in the SERP, paid ads are shown at the top of the page directly under the search term. These results consist of a headline and ad copy are indicated with an “Ad” symbol. These ads come from Google AdWords and are based on bids for specific keywords or keyword groups.

b. Knowledge Panel

The Knowledge Graph is a Google initiative to make search results more relevant by including rich text and images. While Knowledge Graph results can be shown as a carousel above the main body of the SERP or as a larger result directly above the list of organic results, most businesses will be familiar with the Knowledge Panel shown in the right sidebar of the SERP. This panel can include:

Basic business info
Photos from your Google My Business listing
Reviews from Google
Links to your social media accounts

Making sure your Knowledge Panel is optimized is important to make a strong first impression on searchers.

c. Maps & Local Search Results

When Google determines that a user is searching for a local business, it will display a map with three Google business listings beneath it (known as the “local 3-pack”). Recently Google has begun showing paid ads for the first business listing, further limiting the space for potential results (especially on mobile). Because of this, it’s critical to make sure your Google My Business listing is optimized and that you are managing and responding to consumer reviews on this channel.

d. Sitelinks

When Google determines that it will be useful to the user (especially in the case of business searches), it will display several sitelinks below the main search result. These links are selected automatically based on your site's link structure and relevance, but you can optimize your results by using link anchor text and alt-text that's informative and unique.

Image Credit: Google