you can't do SEO without analyzing a ton
of SERPs search engine result pages it's
important to understand the different
elements on the SERP and how or why
information shows up in each of the
different areas in this lesson we'll
walk through the various elements that
might show up on a SERP depending on the
phrase that's being searched at the top
of the page we'll see the paid results
typically you'll see four ads and if
multiple ad extensions are showing this
might be all you see above the fold for
more competitive terms you might also
see a block of AdWords ads at the bottom
of the page the SERP will also show the
standard ten blue links the organic
results that you're targeting with your
SEO efforts those are the basics they're
present on nearly every search you'll
possibly try beyond the standard organic
and paid listings you could also see any
combination of the following 12 elements
number one featured snippets a featured
snippet is a quick answer the summary of
the answer to the search query pulled
from an authoritative web page the
snippet displays the source pages title
and URL as well there are three kinds of
featured snippets based on the type of
query and the format of the answer
paragraph snippets lists snippets and
table snippets most featured snippets
are paragraph snippets snippets are
displayed above the organic search
results effectively creating a position
zero number two shopping results also
display above the organic results these
are paid results called product listing
ads or paas typically they're displayed
in carousel format and include images
price information and review stars
number three site links if a user
searches for an exact business name or
domain where Google can clearly
determine that there's definite brand
intent up to ten site links might be
displayed under the primary sir plague
if all ten site links are displayed
they'll show in two columns if
Dibley taking up the top five organic
positions on the SERP number four image
packs image packs can appear at any
organic position and they show a
horizontal row of images that click
through to a Google Images search if
Google determines that visual content
would be a valuable answer to the query
an image pack might be displayed number
five in depth articles if a search query
is broad or ambiguous Google sometimes
displays an in-depth articles widget
three articles appear in the block and
while they look almost exactly like the
standard organic results the block only
counts for one organic position these
article blocks are almost always
articles from huge publishers with
massive Authority number six knowledge
card knowledge cards typically appear at
the top of the SERP similar to featured
snippets instead of pulling the answer
from an authoritative page they tend to
be information that's in the public
domain either from human edited data or
from a data stream from a Google partner
unlike featured snippets it's not an
element that you'll be able to target
with your SEO efforts number seven
knowledge panel knowledge panels appear
to the right side of the standard
organic results the information that
populates a knowledge panel is pulled
from various sources including Google
Data partnerships human edited sites
like Wikipedia and data from Google's
site index while you can't target a
generic knowledge panel with your SEO
efforts you will be able to influence
what shows up in the knowledge panel for
a brand search for your own company or
your clients company number eight a
local pack if the phrase you're
searching for has local intent Google
will display a local pack in the SERP
the local pack appears at the top of
organic results and is especially spaced
dominating on mobile the local pack
includes a map and three locations with
address and phone number information
displayed for each location depending on
the type of local query the pack will
also display a website link a directions
link or image and pricing information
number nine news
box if you're searching for something
that's newsworthy or relevant to current
events Google might include a news box
in the SERP
results are pulled from Google News the
block is labeled in the news and
includes several links to articles on
the topic number ten related questions
Google is able to analyze trillions of
search queries so if the phrase that
you're searching tends to lead to
additional questions or searches Google
might include related questions
somewhere in the SERP labeled people
also ask the section shows common
related questions in an accordion box so
clicking on a question expands to show
the answer that looks very similar to a
featured snippet in fact the answers
displayed are also the featured snippets
that display for each individual
question number 11 tweets for certain
queries Google displays tweets directly
in the syrup mixed in with the standard
organic results you can't optimize to
show up here but visually your brand
gets more recognition on the SERP which
could boost your perceived relevancy to
the user number 12 videos certain
keywords might display video results
it's more likely that YouTube videos
will be displayed but other hosts can
achieve these results as well so now
that you know about all of the various
elements on the SERP it's time to move
on and talk about technical SEO