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Placement, although Google also takes other factors like the relevance of the ad and CTR into account. Bottomline: If you want to appear in paid ads, you’ll have to dig into your piggy bank. Organic results Organic search results are pages from Google’s index. Because there are often thousands of matching results, Google sorts them using hundreds of ranking factors. As a result, the most relevant and high-quality pages generally end up on the first page of the SERPs. Nobody knows all of Google’s ranking factors, but we do know some of them. For example, we know that the number of backlinks to a page is important. 03 referring domains vs search traffic 1 1 In terms of how Google displays organic results, they usually show the title, URL, and a descriptive snippet. 5 lsi keywords 1 You can tell Google what to display in the SERP by setting the page’s title tag, URL slug, and meta description.


However, while Google almost always shows the hardcoded title tag in the SERP, it often chooses Special Data something other than the meta description for the snippet. rewritten meta description in serp 1 For pages with structured data, Google sometimes shows rich snippets alongside the regular organic results too. 6 rich snippets 1 Bottomline: if you want to appear in the organic search results, you need to focus on creating the best and most relevant result for the query. You also need to make sure Google can index your pages, and that they’re optimized for search. SERP features SERP features are non-traditional results. They can be paid, organic, or pulled directly from Google’s Knowledge Graph. 7 types of serp features 1 While the purpose of SERP features is sometimes to directly generate revenue for Google (i.e., Shopping ads), the aim is most often to provide information in the search results without the need to click a result.





For this reason, SERP features have a significant effect on SEO. Recent estimates suggest that over 50% of searches now result in no clicks: Paid Organic Zero Click June 2019 1 SIDENOTE. Google hasn’t always shown SERP features in the results. They started to appear more frequently over the past few years as Google built their Knowledge Graph, and their understanding of search intent improved. However, being featured in SERP features can also increase clicks to your website. Bottomline: It’s possible to show up in some SERP features, but the way you do that depends on the type of feature. What SERP features are there? Google shows dozens of SERP features in the results, and they’re always testing new ones.