<< BACK                                                                                                                          NEXT >>

Layout of Search Engine Result Pages (SERPs)

Layout Of Search Engine Result Pages (SERPs)

This chapter discusses the Layout of Search Engine Result Pages (SERPs) from a novice’s point of view. Here, you will learn about different ways in which the search results are presented by search engines. In other words, learn the various layouts of SERPs (search engine result pages) for varying queries presented by Google. 

If you are new to search engines, I would strongly recommend you to read the chapter on An Introduction to Search Engines before continuing.

 

NOTE: The entire chapter will be based on Google Search Engine as Google is the widely used search engine in the world

 

Topics Covered In This Chapter

 

Introduction To The layout of Search Engine Result Pages (SERPs)

People use the internet for obtaining information. Information could be related to anything ranging from a toothbrush to land availability in Mars. For any kind of information, people (or web users) search on the search engine.

The words or phrases that we use to type on the search engines to look for our desired information is called Keyword(s).

The search action is called querying the search engine.

The resulting pages that appear as a result of querying are called “Search Engine Result Pages”.

The below picture shows the SERPs for the query “buy land in Bangalore” on Google.

 

Layout Of Search Engine Result Pages - Buy Land In Bangalore

 

There is no fixed layout that says how Search Engine Result Pages(SERPs) look like. Google keeps changing the layout of Search Engine Result Pages based on extensive research on user behavior in order to keep the user experience at its best.

The intention of every search engines is to produce the best results in both textual and visual format to impress the search engine users.

Before showing you exact results, Google’s algorithms do various calculations and assumptions about the user and their queries based on the user’s browsing history. The Search Engine Result Pages (SERPs) Layout is completely dependent on the user’s browsing history. Technically called “Cookies”.

In the chapter Introduction to Search Engines, we had discussed the goal of every search engine. Search Engine companies like Google does loads of trials on Search Engine Result Pages (SERPs) to research what gives customers a fantastic search experience.

For your understanding, the different kinds of Search Engine Result Page (SERPs) Layouts for various keyword searches are shown below:

1. SERPs Layout for “buy plot in Bangalore

 

serp layout for - buy plot in bangalore

 

2. SERPs Layout for “buy toys

 

serp layout for - buy toys

 

3. SERPs Layout for “python training

 

serp layout for - buy toys

 

4. SERPs Layout for “Mahatma Gandhi

 

serp layout for -mahatma gandhi

 

5. SERPs Layout for “Cricket Score

serp layout for - cricket score

 

What are the components/sections of the SERPs Layout?

NOTE: Keep referring to all images associated while reading this section

Let us explore the various sections or components that are seen as the Layout Of Search Engine Result Pages (SERPs).

The various components/sections in the Layout Of Search Engine Result Page are as follows:

1.Search Query Box:

Google Query Box

This is the place where you key in words to begin a search. Sometimes even before you type the complete phrase, Google will use its “autocomplete suggestions” feature to help you find the appropriate phrase. Check the below figure for example:

Google Auto Suggest Feature

This section will be present in every Search Engine Result Pages (SERPs) Layout.

 

2. Vertical Navigation:

Vertical Search

Google wants to give the user the best possible results and therefore offers the option to search in different verticals such as images, news, video or maps so that the user can click the appropriate vertical directly instead of wasting time checking for web links in the Search Engine Result Pages (SERPs).

This section will be present in every Search Engine Result Pages (SERPs) Layout.

 

3. Results information:

Search Results

This section in Google’s Search Engine Result Page Layout indicates the estimate of the number of pages relevant to the keyword that is being searched for on Google Search Query Box.

This section will be present in every Search Engine Result Pages (SERPs) Layout.

4. Pay Per Click Advertising (Google Ads):

PPC Ads - Above Page

 

This section in Google’s Search Engine Result Pages (SERPs) Layout is the resulting links for a particular keyword search from the companies who pay Google on Pay Per Click basis. They are known as Google Ads.

In simple words, they are paid results. Check the word “Ad” before the link. It indicates the link is a sponsored Ad.  The  Google Ads link can appear either on the top of the SERPs or bottom of the SERPs as shown in the picture below.

PPC Ads - Bottom Page

This section may or may not be present in every Search Engine Result Pages (SERPs) Layout depending on the search query.

 

5. Product Search results (Product Listing Ads):

Product Search Results

This section in Google’s Search Engine Result Pages (SERPs) layout shows online places where the user can buy products with appropriate images. This is because, Google assumes by analyzing the word “buy” in the keyword search phrase, that the user is looking for places to buy a specific product.

And Google wants to make user’s search easy and pleasant as much as possible. Most of the times, the Google Product Search results in sponsored Ads (see the figure above images). Sponsored Ads are advertisements by vendors selling the items that you are searching for.

This section may or may not be present in every Search Engine Result Pages (SERPs) Layout depending on the search query.

 

6. Organic Results:

organic results

This section in Google’s Search Engine Result Pages (SERPs) layout shows all the results for your search query after pulling it from all over the web that are ranked based on relevance and importance. Every SEO practitioner’s goal should be to bring their working website or webpage on the top of Google’s organic results.

Every search query will definitely result in organic results. There will be 10 organic search result links on each search engine result page.

 

7. Google Map Results (Local Pack):

Google Map Results

This section in Google’s Search Engine Result Pages (SERPs) layout shows all the results for your search query in the form of Google Maps. Google assumes by analyzing your search query that, you are looking for direction to reach a target destination.

Or more specifically, if Google determines that your search query has a local intent – like – looking for a local business etc. the list of registered local business shows up as local packs along with website link and phone numbers.

And below the maps, either it shows web links sponsored by advertisers or organically resulting web links. Depending on the type of query the local pack results are arranged accordingly.

This section may or may not be present in every Search Engine Result Pages (SERPs) layout depending on the search query.

 

8. Knowledge Graph Results:

Knowledge Graph Results

This section in Google’s Search Engine Result Pages (SERPs) layout clearly indicates how much Google is concerned about the user experience. When a user type – “Who is Hitler”, Google understands the fact that, the user is interested to know the key facts about Hitler, that includes, date of birth, place of birth, occupation, details about spouse and children etc.

Instead of showing random web links as it does for a few keyword phrases, it shows exactly what the user is searching for. Search Engines have started understanding users and their intent as a normal human being does.

 

9. Query Refinement Suggestions

query refinement suggestions

This part of Search Engine Result Pages (SERPs) layout, will give users ideas about how the entered phrase or query can be refined or reframed in many other ways to serve their intent of the search.

 

10. Featured Snippets

Featured Snippets

 

The Featured Snippets are a format of search results above all organic results, which provides users with a concise and direct answer to their search queries or questions – right there on the search engine results page, without the users having to click through to a specific result.

Featured Snippets can be in paragraph format, list format ( as shown in the example above) or table format depending on your search query.

 

11. Image Packs

image packs

Image packs are a horizontal row of images which can appear on any organic position on the search result pages that when clicked will take you to Google Images search. Image Packs are displayed when Google determines that visual images can be a better result for your search query.

 

12. News Results

News Results

If your search query is something related to current events or if it is newsworthy, Google pulls out related information from the news websites around the world and includes links to articles or videos related to that topic.

 

13. Tweet Results

Tweet Results

If your search query is around a popular brand – especially about a celebrity, then tweet results show up along with organic results.

 

14. Video Results

video results

If Google determines that, a video result would be more appropriate for your search query, it pulls out videos from YouTube to show on your organic results. As a webmaster, you too can optimize your video to show up on search results.

 

Congratulations! You are done with the second chapter on “Layout of Search Engine Result Pages (SERPs)“. Hope you enjoyed the reading.

 

Congratulations

 

All the best for your next chapter on “How Search Engine Works. In the next chapter, you will learn about the important factors that influence search engines to produce organic results on its Search Engine Result Pages (SERPs).

Feel free to comment below if this blog post was useful or not. If yes, please do me a favor by sharing it with others who might benefit.

 

<< BACK                                                                                                                          NEXT >>

 

Interested In Full Time Digital Marketing Course?

Feel free to check out the modules covered in DIGITAL MARKETING TRAINING IN BANGALORE

Interested In SEO Course?

Feel free to check out the modules covered in SEO TRAINING IN BANGALORE

Subhash.K.U is a Professional Programmer turned Digital Marketing Enthusiast. He is the most sought marketing consultants for small and medium scale businesses. He founded Subhash Digital Academy to teach professional digital marketing skills to students, entrepreneurs, and working professionals. He holds a Bachelor’s degree in Electrical Engineering and is an Oracle Certified Programmer. He also holds certificates of Google AdWords, Facebook Blueprint and Hubspot Marketing. He is the co-author of the best selling book – Cracking The C, C++ and Java Interview published by McGraw Hill. He is now penning another book on the subject of marketing and entrepreneurship.

No Comment

You can post first response comment.

Leave A Comment

Please enter your name. Please enter an valid email address. Please enter a message.