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Google SERP Features

Search engine optimization specialists and PPC advertisers alike vie for the same precious real estate in the most prominent parts of the SERPs, but competition is fierce and technological developments in search mean it’s more important than ever for digital marketers to know how search works and what they can do to maximize their visibility.

  1. AdWords (Top) 54.8% +1.8% – To be eligible for a top spot, your ad needs to meet a minimum Ad Rank threshold. The minimum Ad Rank required to appear above search results is generally greater than the minimum Ad Rank to appear below search results.
  2. HTTPS Results 53.1% +0% – HTTPS (also called HTTP over Transport Layer Security (TLS), HTTP over SSL, and HTTP Secure) is a communications protocol for secure communication over a computer network which is widely used on the Internet. HTTPS consists of communication over Hypertext Transfer Protocol (HTTP) within a connection encrypted by Transport Layer Security, or its predecessor, Secure Sockets Layer. The main motivation for HTTPS is authentication of the visited website and protection of the privacy and integrity of the exchanged data.
  3. Knowledge Panels 50.7% +0.1% – Like search results, whether or not a business’s information will appear in the Knowledge Panel is determined by a variety of factors. Relevance, distance and the prominence of the business all contribute to its standing in local search results. Verifying a business does not guarantee that it will appear in the Knowledge Panel.
  4. Reviews (Stars) 37% +0.2% – having the review stars in the search results for your local business’ products and/or services can have a positive effect on the CTR (Click Through Rate). Here is the product page specific coding required to implement JSON-LD for aggregated reviews:        <script type=”application/ld+json”>
    { “@context”: “http://schema.org”,
    “@type”: “Product”,
    “name”: “##PRODUCT###”,
    “aggregateRating”:
    {“@type”: “AggregateRating”,
    “ratingValue”: “##RATING##”,
    “reviewCount”: “##REVIEWS##”
    }
    }
    </script>
  5. AdWords (Bottom) 31.5% +2.1%
  6. Related Questions 20.4% -1.2% – The Related Questions card shows algorithmically-generated questions that Google believes might relate to your search. Each question expands to something that looks like a Featured Snippet. Related Questions are mixed into organic results and their location in the SERP may vary.
  7. Local Packs 19.3% +0.4% – on August 7th 2015 Google made the decision to reduce the familiar local pack from seven listings to three listings.
  8. Site-links 18.9% -1.1% – Google only show sitelinks for results when they think it’ll be useful to the user. If the structure of your site doesn’t allow our algorithms to find good sitelinks, or Google don’t think that the sitelinks for your site are relevant for the user’s query, they won’t show them.
  9. Featured Snippets 15.2% +0.5% – When a user asks a question in Google Search, they might show a search result in a special featured snippet block at the top of the search results page. This featured snippet block includes a summary of the answer, extracted from a webpage, plus a link to the page, the page title and URL.
  10. Top Stories 14.6% -15.7% – Google has replaced the ‘In the news’ title with ‘Top stories’ on desktop to bring it more in line with the mobile version of the search results.
  11. Images 12.2% +3.6%
  12. Shopping (Paid) 11.6% +0.2% – Paid Shopping results or Product Listing Ads (PLAs) sell products directly with rich information, such as images and pricing.
  13. Local Panels 8.8% -0.2% – Users can toggle between a local listing’s overview details and their reviews in the Google search results.
  14. Videos 7.1% -0.8% – Video results (especially YouTube) may display a thumbnail. They used to be a true vertical but are now more of an organic enhancement.
  15. In-depth Articles 7% +5.9% –  in-depth articles are a subset of results that highlight long-form content for topics that a user might be trying to research.
  16. Tweets 5% +16.2% – In 2015, Google began displaying tweets directly in SERPs, mixed in with organic results.
  17. Knowledge Cards 4.1% -0.2% – The description should provide an adequate explanation of what the entity is without going into so much detail as to distract from the search results page. In the case of queries directed toward learning, browsing or discovery, the knowledge card helps searchers. It supplies users with basic factual information about a query. The knowledge card can help a user navigate to related content in a seamless and natural way. The knowledge card potentially helps users find information faster than they would by clicking through search results.
  18. Medical Knowledge 2.4% -3.6% – Google has said that “one in 20 Google searches are for health-related information.” To improve the quality of health-related search content, Google is introducing structured and curated health information into the PC knowledge panel and info cards that appear in mobile search results. Google has tapped doctors, medical illustrators and the Mayo Clinic to develop in-depth information for more than 400 health and medical conditions.
  19. Carousels (KG) 1.1% -4.2% – The carousel listings don’t include links to sites; clicking on one of them will simply get you to a new search results page.