{"id":34990,"date":"2020-04-07T20:52:58","date_gmt":"2020-04-08T01:52:58","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=34990"},"modified":"2025-12-22T10:00:34","modified_gmt":"2025-12-22T15:00:34","slug":"serps","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/serps\/","title":{"rendered":"What are SERPs? Do They Still Matter in 2026? Search Engine Results Pages Explained"},"content":{"rendered":"<div class=\"intro-txt\">Search Engine Results Pages (SERPs) are the pages that Google and other search engines show in response to a user\u2019s search query.<\/div>\n<p>They\u2019re made up of organic and paid search results.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"994\" class=\"wp-image-194277\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-showing-paid-results-l.png\" alt=\"Google search results page, showing paid results labeled &quot;Ad&quot; and organic results, with explanatory text boxes highlighting the difference.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-showing-paid-results-l.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-showing-paid-results-l-385x425.png 385w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-showing-paid-results-l-768x848.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/p>\n<p>In this guide, you\u2019ll learn:<\/p>\n<ul>\n<li>Why SERPs matter for&nbsp;SEO.<\/li>\n<li>How to get in the&nbsp;SERPs.<\/li>\n<li>What changed when Google introduced AI to&nbsp;SERPs.<\/li>\n<li>How to monitor the&nbsp;SERPs.<\/li>\n<li>How to use the SERPs for&nbsp;SEO.<\/li>\n<\/ul>\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why SERPs matter for SEO\" data-section=\"why-serps-matter-for-seo\"> Why SERPs matter for&nbsp;SEO&nbsp;<\/div><\/div><\/h2>\n<p>Most people click organic results on the first page of the SERPs and <a href=\"https:\/\/backlinko.com\/google-ctr-stats\">rarely visit page two<\/a>.<\/p>\n<p>According to our study analyzing billions of search results, <a href=\"https:\/\/ahrefs.com\/blog\/almost-all-clicks-happen-in-the-top-10-results\/\">96.6% of all clicks go to results on the first page<\/a> . Page two receives less than 1% of clicks, and page three gets virtually zero traffic. This means if you\u2019re not ranking on page one, you\u2019re missing out on nearly all potential organic traffic for that keyword.<\/p>\n\n<table id=\"tablepress-477\" class=\"tablepress tablepress-id-477 tablepress-responsive tablepress-ahrefs-width-720px\">\n<thead>\n<tr class=\"row-1 odd\">\n\t<th class=\"column-1\">2025-08-01<\/th><th class=\"column-2\">Top 10<\/th><th class=\"column-3\">11-20<\/th><th class=\"column-4\">21-30<\/th><th class=\"column-5\">&gt;30<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr class=\"row-2 even\">\n\t<td class=\"column-1\">Desktop click percentage<\/td><td class=\"column-2\">96.98<\/td><td class=\"column-3\">1.77<\/td><td class=\"column-4\">0.56<\/td><td class=\"column-5\">0.7<\/td>\n<\/tr>\n<tr class=\"row-3 odd\">\n\t<td class=\"column-1\">Mobile click percentage<\/td><td class=\"column-2\">97.56<\/td><td class=\"column-3\">1.52<\/td><td class=\"column-4\">0.49<\/td><td class=\"column-5\">0.42<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<!-- #tablepress-477 from cache -->\n<p>This is why everyone wants to <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-on-the-first-page-of-google\/\">rank on the first page of Google<\/a>. If you\u2019re on page two or beyond, you\u2019re practically invisible.<\/p>\n<p>But ranking on the first page doesn\u2019t always equate to lots of traffic for a few reasons.<\/p>\n<p>First, most of the organic clicks go to the first few positions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1416\" height=\"1200\" class=\"wp-image-194279\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-illustration-top-3-results.png\" alt=\"Google search results illustration: Top 3 results get 75.1% of clicks, highlighting importance of search engine optimization.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-illustration-top-3-results.png 1416w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-illustration-top-3-results-502x425.png 502w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-illustration-top-3-results-768x651.png 768w\" sizes=\"auto, (max-width: 1416px) 100vw, 1416px\"><\/p>\n<p>Second, paid results often push the organic rankings down in the&nbsp;SERP.<\/p>\n<p>For example, Google shows four paid ads above the organic results for \u201cbuy eyeglasses online.\u201d Because of this, 27% of all clicks go to paid results.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1903\" height=\"2048\" class=\"wp-image-194280\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-eyeglasses-online-.jpg\" alt=\"Google search results for &quot;buy eyeglasses online.&quot; Sponsored results and filter options are displayed.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-eyeglasses-online-.jpg 1903w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-eyeglasses-online--395x425.jpg 395w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-eyeglasses-online--768x827.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-eyeglasses-online--1427x1536.jpg 1427w\" sizes=\"auto, (max-width: 1903px) 100vw, 1903px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"606\" class=\"wp-image-194281\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-data-for-buy-eyeglasses-online-keyword-diff.png\" alt=\"SEO data for &quot;buy eyeglasses online&quot;. Keyword difficulty 90. Search volume 2K. Traffic potential 30K. Global search volume 3.6K. Charts and metrics detailed.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-data-for-buy-eyeglasses-online-keyword-diff.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-data-for-buy-eyeglasses-online-keyword-diff-680x201.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-data-for-buy-eyeglasses-online-keyword-diff-768x227.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-data-for-buy-eyeglasses-online-keyword-diff-1536x455.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>Third, Google sometimes shows SERP features that answer the query in the search results.<\/p>\n<p>The most notable example is <a href=\"https:\/\/ahrefs.com\/blog\/google-ai-overviews\/\">AI Overviews<\/a> (previously called SGE \u2014Search Generative Experience), which Google began rolling out in May 2024. AI Overviews appear at the very top of the SERP and provide AI-generated answers that synthesize information from multiple sources.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1795\" class=\"wp-image-194282\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-best-crm-ai-overview.png\" alt=\"Google search results for &quot;best crm&quot;. AI overview recommends Salesforce, HubSpot, and Zoho. Organic results are below the AI overview.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-best-crm-ai-overview.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-best-crm-ai-overview-485x425.png 485w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-best-crm-ai-overview-768x673.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-best-crm-ai-overview-1536x1346.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How AI is reshaping search results\" data-section=\"how-ai-is-reshaping-search-results\"> How AI is reshaping search results&nbsp;<\/div><\/div><\/h2>\n<p>Google has fundamentally changed the SERP landscape with AI-powered features. Here\u2019s what you need to&nbsp;know.<\/p>\n<h3><a id=\"post-34990-_c55g6npdskpd\"><\/a>AI Overviews<\/h3>\n<p>AI Overviews (AIOs) represent Google\u2019s biggest change to search results in over a decade. Instead of simply linking to websites, Google now generates original answers by analyzing multiple sources and synthesizing the information.<\/p>\n<p>AI Overviews typically include:<\/p>\n<ul>\n<li>A multi-paragraph AI-generated answer.<\/li>\n<li>A list of source links the AI referenced.<\/li>\n<li>Links to featured brands or products. These may open a new search or, in some cases, link directly to the brand\u2019s website.<\/li>\n<li>The ability to ask additional questions in a conversational format (this launches AI&nbsp;Mode)<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1408\" class=\"wp-image-194283\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools.jpg\" alt=\"Google search results for &quot;email marketing tools&quot; with AI overview, listings and YouTube video recommendations. Focus is on MailerLite and ActiveCampaign.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-618x425.jpg 618w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-768x528.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1536x1056.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1169\" class=\"wp-image-194284\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1.jpg\" alt=\"Google search results for &quot;email marketing tools&quot; showing AI-generated key features to look for and video recommendations.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1-680x388.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1-768x438.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-email-marketing-tools-1-1536x877.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>AI Overviews can answer the user\u2019s question directly in the search results, potentially eliminating the need to click through to any website. These appear for <a href=\"https:\/\/ahrefs.com\/blog\/ai-overview-triggers\/\">21% of all queries, and 99% of them appear for informational searches<\/a> where users want quick, comprehensive answers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1639\" class=\"wp-image-194285\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-ai-serps-by-keyword-intent-146m.png\" alt=\"Bar chart showing AI SERPs by keyword intent (146M SERPs). Informational intent is 99.9%, followed by Commercial (5.5%), Transactional (1.2%), and Navigational (0.1%).\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-ai-serps-by-keyword-intent-146m.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-ai-serps-by-keyword-intent-146m-415x425.png 415w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-ai-serps-by-keyword-intent-146m-768x787.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-ai-serps-by-keyword-intent-146m-1499x1536.png 1499w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>AI Overviews\u2019 impact on SEO is significant, to say the least. When an AI Overview appears, it can <a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-reduce-clicks\/\">reduce clicks to organic results by 34.5%<\/a>, especially for informational queries that can be fully answered in the&nbsp;SERP.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1283\" class=\"wp-image-194286\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-a-decrease-in-ctr-for-informatio.png\" alt=\"Bar chart showing a decrease in CTR for informational keywords in position #1, from 0.056 (March 2024) to 0.031 (March 2025).\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-a-decrease-in-ctr-for-informatio.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-a-decrease-in-ctr-for-informatio-530x425.png 530w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-a-decrease-in-ctr-for-informatio-768x616.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-showing-a-decrease-in-ctr-for-informatio-1536x1232.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h3><a id=\"post-34990-_elkgmkt19tgd\"><\/a>AI Mode<\/h3>\n<p>In late 2024, Google began testing <a href=\"https:\/\/ahrefs.com\/blog\/google-ai-mode\/\">\u201cAI Mode\u201d<\/a>\u2014a dedicated search experience that\u2019s entirely AI-driven.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1586\" height=\"474\" class=\"wp-image-194288\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/googles-homepage-with-a-search-bar-and-an-ai-mod.png\" alt=\"Google's homepage with a search bar and an &quot;AI Mode&quot; button highlighted by an orange arrow.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/googles-homepage-with-a-search-bar-and-an-ai-mod.png 1586w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/googles-homepage-with-a-search-bar-and-an-ai-mod-680x203.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/googles-homepage-with-a-search-bar-and-an-ai-mod-768x230.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/googles-homepage-with-a-search-bar-and-an-ai-mod-1536x459.png 1536w\" sizes=\"auto, (max-width: 1586px) 100vw, 1586px\"><\/p>\n<p>When users toggle into AI Mode, every query receives an AI-generated conversational response. To do this, the system instantly performs two key actions:<\/p>\n<ul>\n<li><strong>Fan-Out Queries:<\/strong> AI breaks your question down and runs multiple, related searches simultaneously. This \u2018casts a wider net\u2019 to gather different perspectives and ensures no important details are missed.<\/li>\n<li><strong>Organic Results:<\/strong> These are the traditional web links and articles used by AI to generate the answer. The AI reads these results in real-time to learn the answers and uses them as the factual building blocks for its response, ensuring the information is grounded in reality.\u201d<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1171\" class=\"wp-image-194289\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-winter-home-energy-effic.png\" alt=\"Google search results for winter home energy efficiency. &quot;Immediate Low-Cost Actions&quot; lists tips like sealing drafts and managing sunlight. Related articles are also shown.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-winter-home-energy-effic.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-winter-home-energy-effic-680x389.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-winter-home-energy-effic-768x439.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-winter-home-energy-effic-1536x878.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>AI Mode isn\u2019t really a SERP feature. It\u2019s more like a new way to experience search results, and over time, it could even replace the traditional SERP altogether.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ai-overviews-vs-ai-mode\/\">Are AI Mode and AI Overviews Just Different Versions of the Same Answer? (730K Responses Studied)<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/ai-brand-visibility-correlations\/\">Top Brand Visibility Factors in ChatGPT, AI Mode, and AI Overviews (75k Brands Studied)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h3><a id=\"post-34990-_v0b7rfgcpjsq\"><\/a>Web Guides (Experimental)<\/h3>\n<p><a href=\"https:\/\/blog.google\/products\/search\/web-guide-labs\/\">Google Web Guides<\/a> are another new experiment where Google\u2019s AI creates comprehensive, multi-page guides on complex topics.&nbsp;<img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1432\" class=\"wp-image-194290\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-for-how-to-solo-travel.jpg\" alt=\"Google search results page for &quot;how to solo travel in Japan.&quot; Search listings include Reddit, Japan Guide, and Finding Alexx.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-for-how-to-solo-travel.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-for-how-to-solo-travel-608x425.jpg 608w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-for-how-to-solo-travel-768x537.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-for-how-to-solo-travel-1536x1074.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>These appear for queries that would traditionally require visiting multiple websites to get a complete answer. The AI compiles information from various sources into a structured, easy-to-follow format.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/www.searchenginejournal.com\/google-web-guide-reshaping-the-serp-and-what-it-means-for-your-seo-strategy\/552827\/\">Google Web Guide: How It\u2019s Reshaping The SERP And What It Means For Your SEO Strategy<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to get in the SERPS\" data-section=\"how-to-get-in-the-serps\"> How to get in the&nbsp;SERPS&nbsp;<\/div><\/div><\/h2>\n<p>SERPs may look different for each query, but they\u2019re all made up of the same three building blocks. These&nbsp;are:<\/p>\n<ul>\n<li>Paid ads<\/li>\n<li>Organic results<\/li>\n<li>SERP features<\/li>\n<\/ul>\n<p>Below, we\u2019ll walk through each of these in detail and explain how you can show up&nbsp;there.<\/p>\n<h3><a id=\"post-34990-_mc1w4q3oxtt1\"><\/a>Paid ads<\/h3>\n<p>Paid search results appear before, and sometimes also after the organic results. Both types of results are virtually indistinguishable, the only real difference being that paid ads are marked as&nbsp;such.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1828\" height=\"1476\" class=\"wp-image-194291\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-increase-organic-traffi.jpg\" alt=\"Google search results for &quot;increase organic traffic,&quot; showing sponsored TikTok and Shopify ads. An arrow highlights &quot;Sponsored results.&quot;\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-increase-organic-traffi.jpg 1828w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-increase-organic-traffi-526x425.jpg 526w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-increase-organic-traffi-768x620.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-increase-organic-traffi-1536x1240.jpg 1536w\" sizes=\"auto, (max-width: 1828px) 100vw, 1828px\"><\/p>\n<p>Paid ads work on a <a href=\"https:\/\/ahrefs.com\/blog\/ppc-marketing\/\">Pay-Per-Click (PPC)<\/a> basis, meaning that advertisers bid on keywords and pay Google for each click. The highest bidders generally receive prime placement, although Google also takes other factors like the relevance of the ad and CTR into account.<\/p>\n<p>Bottomline: If you want to appear in paid ads, you\u2019ll have to dig into your piggy&nbsp;bank.<\/p>\n<h3><a id=\"post-34990-_cl254taqbit5\"><\/a>Organic results<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/organic-search\/\">Organic search results<\/a> are pages from Google\u2019s index.<\/p>\n<p>Because there are often thousands of matching results, Google sorts them using hundreds of <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">ranking factors<\/a>. As a result, the most relevant and high-quality pages generally end up on the first page of the&nbsp;SERPs.<\/p>\n<p>Nobody knows all of Google\u2019s ranking factors, but we do know some of&nbsp;them.<\/p>\n<p>For example, we know that <a href=\"https:\/\/ahrefs.com\/blog\/search-traffic-study\/\">the number of backlinks to a page is important<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1678\" height=\"1658\" class=\"wp-image-194292\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es.png\" alt=\"Line graph showing positive correlation between estimated monthly search traffic and median referring domains.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es.png 1678w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es-430x425.png 430w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es-768x759.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es-1536x1518.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-showing-positive-correlation-between-es-120x120.png 120w\" sizes=\"auto, (max-width: 1678px) 100vw, 1678px\"><\/p>\n<p>In terms of how Google displays organic results, they usually show the title, URL, and a descriptive snippet.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"356\" class=\"wp-image-194293\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-lsi-keywords-showing-a.png\" alt=\"Google search results for &quot;lsi keywords&quot; showing a result from ahrefs.com about LSI keywords.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-lsi-keywords-showing-a.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-lsi-keywords-showing-a-680x151.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-lsi-keywords-showing-a-768x171.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-lsi-keywords-showing-a-1536x342.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>You can tell Google what to display in the SERP by setting the page\u2019s <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">title tag<\/a>, URL slug, and meta description.<\/p>\n<p>However, while Google almost always shows the hardcoded title tag in the SERP, it <a href=\"https:\/\/ahrefs.com\/blog\/meta-description-study\/\">often chooses something other than the meta description for the snippet<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"453\" class=\"wp-image-194294\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-youtube-keyword-researc.png\" alt=\"Google search results for &quot;youtube keyword research&quot;. Ahrefs result highlighted with a descriptive snippet about keyword research.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-youtube-keyword-researc.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-youtube-keyword-researc-680x193.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-youtube-keyword-researc-768x217.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-youtube-keyword-researc-1536x435.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>For pages with <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/structured-data\/\">structured data<\/a>, Google sometimes shows <a href=\"https:\/\/ahrefs.com\/blog\/rich-snippets\/\">rich snippets<\/a> alongside the regular organic results, too.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1234\" height=\"284\" class=\"wp-image-194295\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/web-search-result-for-an-easy-pancake-recipe-from.png\" alt=\"Web search result for an easy pancake recipe from BBC Good Food. Includes pancake image, star rating, cook time and calorie count.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/web-search-result-for-an-easy-pancake-recipe-from.png 1234w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/web-search-result-for-an-easy-pancake-recipe-from-680x156.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/web-search-result-for-an-easy-pancake-recipe-from-768x177.png 768w\" sizes=\"auto, (max-width: 1234px) 100vw, 1234px\"><\/p>\n<p>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<a href=\"https:\/\/ahrefs.com\/blog\/google-index\/\"> make sure Google can index your pages<\/a>, and that they\u2019re <a href=\"https:\/\/ahrefs.com\/seo\/on-page-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">optimized<\/a> for search.<\/p>\n<p>For some YMYL (Your Money or Your Life) topics, the bar for ranking will be significantly higher. YMYL refers to content that could potentially impact a person\u2019s health, financial stability, safety, or well-being. This includes topics like:<\/p>\n<ul>\n<li>Medical and health information.<\/li>\n<li>Financial advice and investing.<\/li>\n<li>Legal information.<\/li>\n<li>News and current events.<\/li>\n<li>Safety information.<\/li>\n<\/ul>\n<p>For these queries, Google applies stricter evaluation standards and relies heavily on <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\">E-E-A-T<\/a>: Experience, Expertise, Authoritativeness, and Trustworthiness. This&nbsp;means:<\/p>\n<ul>\n<li><strong>Experience<\/strong>: First-hand or life experience with the&nbsp;topic.<\/li>\n<li><strong>Expertise<\/strong>: Formal education, credentials, or professional knowledge.<\/li>\n<li><strong>Authoritativeness<\/strong>: Recognition as a go-to source in the&nbsp;field.<\/li>\n<li><strong>Trustworthiness<\/strong>: Accuracy, transparency, and reputation.<\/li>\n<\/ul>\n<p>To rank for YMYL topics, you\u2019ll typically need demonstrable credentials, author bios highlighting qualifications, citations to authoritative sources, and a strong reputation in your&nbsp;field.<\/p>\n<h3><a id=\"post-34990-_g2kjzi9itu1e\"><\/a>SERP features<\/h3>\n<p>SERP features are non-traditional results. They can be paid, organic, or pulled directly from <a href=\"https:\/\/ahrefs.com\/blog\/google-knowledge-graph\/\">Google\u2019s Knowledge Graph<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1388\" class=\"wp-image-194296\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-instant-pot-including.jpeg\" alt=\"Google search results for &quot;instant pot&quot; including paid ads, organic results, &quot;people also ask&quot; section, and knowledge graph.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-instant-pot-including.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-instant-pot-including-490x425.jpeg 490w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-instant-pot-including-768x666.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-instant-pot-including-1536x1332.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>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.<\/p>\n<p>For this reason, SERP features have a significant effect on&nbsp;SEO.<\/p>\n<p>Recent estimates suggest that <a href=\"https:\/\/sparktoro.com\/blog\/2024-zero-click-search-study-for-every-1000-us-google-searches-only-374-clicks-go-to-the-open-web-in-the-eu-its-360\/\">nearly 60% of searches<\/a> now result in no clicks:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"800\" class=\"wp-image-194297\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/us-vs-eu-google-search-results-2024-percentages.jpg\" alt=\"US vs EU Google search results, 2024. Percentages show clicks, &quot;nothing&quot;, another search. US: 58.5% zero-click searches. EU: 59.7%.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/us-vs-eu-google-search-results-2024-percentages.jpg 2000w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/us-vs-eu-google-search-results-2024-percentages-680x272.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/us-vs-eu-google-search-results-2024-percentages-768x307.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/us-vs-eu-google-search-results-2024-percentages-1536x614.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\"><\/p>\n<p>However, being featured in SERP features can also increase clicks to your website.<\/p>\n<p>Bottomline: It\u2019s possible to show up in some SERP features, but the way you do that depends on the type of feature.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What SERP features are there?\" data-section=\"what-serp-features-are-there\"> What SERP features are&nbsp;there?&nbsp;<\/div><\/div><\/h2>\n<p>Google shows dozens of SERP features in the results, and they\u2019re always testing new&nbsp;ones.<\/p>\n<p>Below, we\u2019ll cover some of the most common, their sources of data, and whether it\u2019s possible to appear in them to win more traffic to your&nbsp;site.<\/p>\n<ul>\n<li>AI Overviews<\/li>\n<li>Knowledge Card<\/li>\n<li>Knowledge Panel<\/li>\n<li>Image pack<\/li>\n<li>Map pack or Local&nbsp;pack<\/li>\n<li>Top stories<\/li>\n<li>People Also Ask (PAA)<\/li>\n<li>Sponsored shopping results<\/li>\n<li>Organic product grids<\/li>\n<li>Sitelinks<\/li>\n<li>Videos<\/li>\n<li>Short videos<\/li>\n<li>What people are saying\/Discussions and forums<\/li>\n<li>Short videos<\/li>\n<li>Featured snippets<\/li>\n<\/ul>\n<h3><a id=\"post-34990-_lj5stxp6mknd\"><\/a>AI Overviews<\/h3>\n<p>We\u2019ve already covered what AI Overviews are, so let\u2019s focus on how you can get your site into&nbsp;those.<\/p>\n<p>AI Overviews do appear mostly on the top of the SERPs, but not all that glitters is&nbsp;gold.<\/p>\n<p>According to Pew Research Center, <a href=\"https:\/\/www.pewresearch.org\/short-reads\/2025\/07\/22\/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results\/\">users rarely click on links within AI Overviews<\/a>. Engagement rates are significantly lower than traditional featured snippets or organic results. When the AI answers the question completely, there\u2019s simply less motivation to click through.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"840\" height=\"728\" class=\"wp-image-194298\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-comparing-user-behavior-on-google-search.png\" alt=\"Bar chart comparing user behavior on Google search pages with vs. without AI summaries in March 2025. Data from Pew Research Center.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-comparing-user-behavior-on-google-search.png 840w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-comparing-user-behavior-on-google-search-490x425.png 490w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/bar-chart-comparing-user-behavior-on-google-search-768x666.png 768w\" sizes=\"auto, (max-width: 840px) 100vw, 840px\"><\/p>\n<p>However, there may be an important exception to this: product recommendations.<\/p>\n<p>Recently, AI Overviews started appearing much more frequently for product-related queries like \u201ctop noise-canceling headphones under $200.\u201d In these cases, the AI Overview often mentions specific brands and products by&nbsp;name.<\/p>\n<p>Even when Google doesn\u2019t link directly to your site, appearing in these product-focused AI Overviews can significantly increase brand demand, because a click on brand names triggers a search of the clicked brand.<\/p>\n<p>We\u2019ve made a detailed video that breaks down the specific short-term tactics you can implement right now to increase your chances of being cited by Google\u2019s AI:<\/p>\n<p><a href=\"https:\/\/youtu.be\/6NFei1FbytM?si=A6uRmJ4DGyuJ1eRx\">https:\/\/youtu.be\/6NFei1FbytM?si=A6uRmJ4DGyuJ1eRx<\/a><\/p>\n<p>While you should optimize for AI Overviews tactically, the real investment should be in building your brand through. We found that brand signals have the biggest impact on AI Overview inclusion (that also applies to AI Mode and ChatGPT visibility).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1593\" height=\"1548\" class=\"wp-image-194299\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/chatgpt-ai-mode-and-ai-overviews-compared-on-fac.png\" alt=\"ChatGPT, AI Mode, and AI Overviews compared on factors correlated with AI mentions. Horizontal bar chart shows correlations for YouTube mentions, web mentions, etc.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/chatgpt-ai-mode-and-ai-overviews-compared-on-fac.png 1593w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/chatgpt-ai-mode-and-ai-overviews-compared-on-fac-437x425.png 437w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/chatgpt-ai-mode-and-ai-overviews-compared-on-fac-768x746.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/chatgpt-ai-mode-and-ai-overviews-compared-on-fac-1536x1493.png 1536w\" sizes=\"auto, (max-width: 1593px) 100vw, 1593px\"><\/p>\n<p>For a deep dive into exactly which brand signals correlate most strongly with AI Overview inclusion and how to take advantage of that, read our full study:<a href=\"https:\/\/ahrefs.com\/blog\/ai-brand-visibility-correlations\/\">Top Brand Visibility Factors in ChatGPT, AI Mode, and AI Overviews (75k Brands Studied)<\/a><\/p>\n<h3><a id=\"post-34990-_w0hqsrvsg9ep\"><\/a>Knowledge card<\/h3>\n<p>Knowledge Cards appear at the top of the SERP and offer a short, definitive answer to the query. They come in various formats.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1056\" class=\"wp-image-194300\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-how-old-is-the-queen-i.png\" alt=\"Google search result for &quot;how old is the queen&quot;. It shows that Queen Elizabeth II was 93 years old as of April 21, 1926. Also, it shows other related searches about Prince Philip, Prince Charles, and Princess Anne.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-how-old-is-the-queen-i.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-how-old-is-the-queen-i-644x425.png 644w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-how-old-is-the-queen-i-768x507.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-how-old-is-the-queen-i-1536x1014.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"918\" class=\"wp-image-194301\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-euro-to-dollar-currency-con.png\" alt=\"Screenshot of Google's euro to dollar currency converter. It shows that 1 euro equals 1.07 U.S. dollars with a line graph.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-euro-to-dollar-currency-con.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-euro-to-dollar-currency-con-680x390.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-euro-to-dollar-currency-con-768x441.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-euro-to-dollar-currency-con-1536x881.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>There are three main sources of data for Knowledge Cards: Google\u2019s Knowledge Graph, data partners, and other highly-trusted sources like Wikipedia and official government bodies.<\/p>\n<h4><a id=\"post-34990-_qd3s4ouj7sj0\"><\/a>Can you appear in Knowledge Cards?<\/h4>\n<p>Unlikely. Since data is pulled exclusively from Google-owned and trusted third-party sources, appearing in a Knowledge Card isn\u2019t possible for most websites.<\/p>\n<h3><a id=\"post-34990-_u0t0biu6go0o\"><\/a>Knowledge Panel<\/h3>\n<p>Knowledge Panels provide information about the main subject of the query. They usually appear near the top of the SERP on mobile, and on the right-hand side on desktop.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1157\" class=\"wp-image-194302\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-apple-showing-organic.jpeg\" alt=\"Google search results for &quot;apple,&quot; showing organic and sponsored results. A knowledge panel about Apple, Inc. is displayed on the right.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-apple-showing-organic.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-apple-showing-organic-588x425.jpeg 588w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-apple-showing-organic-768x555.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-apple-showing-organic-1536x1111.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Like Knowledge Cards, most of the data in Knowledge Panels comes from the Knowledge Graph, and trusted sources like Wikipedia and Wikidata.<\/p>\n<p>However, Google sometimes also links to social profiles and partners.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1397\" height=\"1600\" class=\"wp-image-194303\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-joji-displays-videos.jpeg\" alt=\"Google search results for &quot;Joji&quot;. Displays videos, Wikipedia info, Deezer and TuneIn availability, plus links to Instagram and YouTube profiles.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-joji-displays-videos.jpeg 1397w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-joji-displays-videos-371x425.jpeg 371w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-joji-displays-videos-768x880.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-joji-displays-videos-1341x1536.jpeg 1341w\" sizes=\"auto, (max-width: 1397px) 100vw, 1397px\"><\/p>\n<h4><a id=\"post-34990-_ktsr3poj38uy\"><\/a>Can you appear in the Knowledge Panel?<\/h4>\n<p>Yes. Google shows branded Knowledge Panels for companies in the Knowledge Graph. These usually include a direct link to the company\u2019s website and links to social profiles.<\/p>\n<p>Your company logo can also show up in competitors\u2019 Knowledge Panels, although it doesn\u2019t link to your website. It performs a Google search for the company name when clicked.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1150\" class=\"wp-image-194304\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-a-google-search-for-microsoft-sho.jpeg\" alt=\"Screenshot of a Google search for &quot;microsoft&quot;. Shows Microsoft's website, news, and company information. &quot;Apple&quot; is highlighted.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-a-google-search-for-microsoft-sho.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-a-google-search-for-microsoft-sho-591x425.jpeg 591w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-a-google-search-for-microsoft-sho-768x552.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-a-google-search-for-microsoft-sho-1536x1104.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h3><a id=\"post-34990-_uuiv62547fvp\"><\/a>Image pack<\/h3>\n<p>Image packs show a handful of thumbnails, and clicking on them takes you to Google Images. They often appear at the top of the SERP, but can appear further down the&nbsp;page.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1264\" class=\"wp-image-194305\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-beer-cans-showing-imag.jpeg\" alt=\"Google search results for &quot;beer cans&quot; showing image results of various beer can brands and styles.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-beer-cans-showing-imag.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-beer-cans-showing-imag-538x425.jpeg 538w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-beer-cans-showing-imag-768x607.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-beer-cans-showing-imag-1536x1213.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h4><a id=\"post-34990-_onqvsval8d5u\"><\/a>Can you appear in Image&nbsp;packs?<\/h4>\n<p>Kind of. Images from your website can show up here, but the link will always take the searcher to Google Images\u2014not your website. However, once they click through to Google Images, they\u2019ll see a link to the image source.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1010\" class=\"wp-image-194306\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-image-search-result-for-beer-cans-focuse.jpeg\" alt=\"Google Image search result for &quot;beer cans.&quot; Focused thumbnail from Thrillist featuring an array of colorful craft beer cans.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-image-search-result-for-beer-cans-focuse.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-image-search-result-for-beer-cans-focuse-673x425.jpeg 673w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-image-search-result-for-beer-cans-focuse-768x485.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-image-search-result-for-beer-cans-focuse-1536x970.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h3><a id=\"post-34990-_2l05pdsk7qdo\"><\/a>Map pack<\/h3>\n<p>Map packs (also called the \u201cLocal Pack\u201d) show a map with three local business listings below it. These appear for searches with local intent, like \u201ccoffee shops near me\u201d or \u201cplumber in Seattle.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1790\" height=\"2038\" class=\"wp-image-194307\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-plumbers-in-seattle-a-m.jpg\" alt=\"Google search results for plumbers in Seattle: a map with several businesses listed with ratings, addresses, and contact info.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-plumbers-in-seattle-a-m.jpg 1790w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-plumbers-in-seattle-a-m-373x425.jpg 373w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-plumbers-in-seattle-a-m-768x874.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-plumbers-in-seattle-a-m-1349x1536.jpg 1349w\" sizes=\"auto, (max-width: 1790px) 100vw, 1790px\"><\/p>\n<p>Each listing includes:<\/p>\n<ul>\n<li>Business name and category.<\/li>\n<li>Star rating and review count.<\/li>\n<li>Address and&nbsp;hours.<\/li>\n<li>Phone number and website link.<\/li>\n<\/ul>\n<p>Map packs typically appear near the top of the SERP for local queries and can drive significant foot traffic to physical businesses.<\/p>\n<h4><a id=\"post-34990-_r32s5ddfekro\"><\/a>Can you appear in map&nbsp;packs?<\/h4>\n<p>Yes. To appear in map packs, you&nbsp;need:<\/p>\n<ul>\n<li>A verified Google Business Profile.<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/local-citations\/\">Consistent NAP (Name, Address, Phone) <\/a>information across the&nbsp;web.<\/li>\n<li>Reviews from real customers.<\/li>\n<li>Relevant business categories.<\/li>\n<li>Complete business information and photos.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/ahrefs.com\/seo\/local-seo\" data-ahr=\"https:\/\/ahrefs.com\/blog\/local-seo\/\">Local SEO factors<\/a> like proximity to the searcher, relevance to the query, and prominence (based on reviews and citations) determine which businesses appear.<\/p>\n<h3>Top stories<\/h3>\n<p>Top stories carousels show recently-published articles, live blogs, and videos. Google displays a thumbnail, title, publisher name, and timestamp for each result, and they usually appear near the top of the&nbsp;SERP.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"960\" class=\"wp-image-194308\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-coronavirus-top-stor.jpg\" alt=\"Google search results for &quot;coronavirus.&quot; &quot;Top stories&quot; section features news articles on Boris Johnson addressing the UK.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-coronavirus-top-stor.jpg 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-coronavirus-top-stor-680x425.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-coronavirus-top-stor-768x480.jpg 768w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\"><\/p>\n<h3><a id=\"post-34990-_14ujlic9a27z\"><\/a>Can you appear in Top Stories carousels?<\/h3>\n<p>Yes. However, according to research by News Dashboard, 99.31% of results on desktop come from sites that are indexed in Google News.<\/p>\n<p>It\u2019s also worth noting that most rankings here are short-lived, as the purpose of the SERP feature is generally to show new results, and pages can\u2019t be new for&nbsp;long.<\/p>\n<h3><a id=\"post-34990-_b336gqlvy19\"><\/a>People Also Ask (PAA)<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/people-also-ask\/\">People Also Ask<\/a> boxes show related questions that searchers ask Google. Each question unfolds to reveal an answer pulled from a web page displayed in a similar way to Featured Snippets.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1553\" height=\"1600\" class=\"wp-image-194309\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-what-is-ahrefs-includ.jpeg\" alt=\"Google search results for &quot;what is ahrefs.&quot; Includes &quot;People also ask&quot; section with Ahrefs Rank explanation.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-what-is-ahrefs-includ.jpeg 1553w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-what-is-ahrefs-includ-413x425.jpeg 413w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-what-is-ahrefs-includ-768x791.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-what-is-ahrefs-includ-1491x1536.jpeg 1491w\" sizes=\"auto, (max-width: 1553px) 100vw, 1553px\"><\/p>\n<p>Google loads more related questions every time you click to reveal an answer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1390\" height=\"1334\" class=\"wp-image-194310\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-people-also-ask-section-w.jpg\" alt=\"Screenshot of Google's &quot;People also ask&quot; section with an expanded answer about quantum computing in drug discovery, alongside a stylized image of a quantum computer.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-people-also-ask-section-w.jpg 1390w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-people-also-ask-section-w-443x425.jpg 443w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/screenshot-of-googles-people-also-ask-section-w-768x737.jpg 768w\" sizes=\"auto, (max-width: 1390px) 100vw, 1390px\"><\/p>\n<h4><a id=\"post-34990-_4w68istmlzd2\"><\/a>Can you appear in People Also Ask&nbsp;boxes?<\/h4>\n<p>Yes. Like Featured Snippets, answers to the questions in PAA boxes come from third-parties. Having content that answers one or more of these questions means you have a chance of appearing in a PAA&nbsp;box.<\/p>\n<p>That said, it\u2019s unlikely that showing up here will lead to a lot more traffic. PAA boxes are more useful for content research.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/people-also-ask\/\">How to Rank in \u2018People Also Ask\u2019 Boxes and If You Should<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h3><a id=\"post-34990-_g8zrvr1412i7\"><\/a>Sponsored shopping results<\/h3>\n<p>Shopping results, officially known as Product Listing Ads (PLAs), showcase relevant products from paid advertisers. Every result features the product name, price, and retailer, and some show reviews and special offers.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"895\" class=\"wp-image-194311\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-shaving-brush-show.jpeg\" alt=\"Google search results for &quot;buy shaving brush&quot; show sponsored ads for shaving brushes from various brands like The Body Shop, Muhle, and Bulldog.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-shaving-brush-show.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-shaving-brush-show-680x380.jpeg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-shaving-brush-show-768x430.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-buy-shaving-brush-show-1536x859.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Most Shopping results show up for queries with transactional or commercial investigation <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a>. For example, \u201cbuy protein powder\u201d or \u201cbest protein powders.\u201d<\/p>\n<h4><a id=\"post-34990-_3xu9qnhvig6k\"><\/a>Can you appear in sponsored shopping results?<\/h4>\n<p>Yes, but it costs money. There\u2019s no way to show up here organically. Learn more <a href=\"https:\/\/www.google.com\/retail\/solutions\/shopping-campaigns\/\">here<\/a>.<\/p>\n<h3><a id=\"post-34990-_8vqaej61e9b7\"><\/a>Organic product grids<\/h3>\n<p>Google now displays \u201cPopular Products\u201d grids that are completely organic (free).<\/p>\n<p>These grids show product images, prices, and ratings directly in the search results, usually for retail-focused keywords.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1502\" height=\"1486\" class=\"wp-image-194312\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/popular-products-search-results-for-midi-control.jpg\" alt=\"&quot;Popular products&quot; search results for MIDI controllers. Displays listings for brands such as Akai, Arturia, Novation, and Nektar. Includes pricing, ratings, and nearby store info.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/popular-products-search-results-for-midi-control.jpg 1502w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/popular-products-search-results-for-midi-control-430x425.jpg 430w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/popular-products-search-results-for-midi-control-768x760.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/popular-products-search-results-for-midi-control-120x120.jpg 120w\" sizes=\"auto, (max-width: 1502px) 100vw, 1502px\"><\/p>\n<h3><a id=\"post-34990-_yj6g2br75wbq\"><\/a>Can you appear in organic product grids?<\/h3>\n<p>Yes. You can appear there without paying for ads, but some technical setup is required.<\/p>\n<p>Here\u2019s what you need to&nbsp;do:<\/p>\n<ul>\n<li>Upload your product feed to Google Merchant Center and enable Free product listings.<\/li>\n<li>Use proper Schema markup on your product pages so Google can confirm your prices and whether items are in&nbsp;stock.<\/li>\n<li>Collect reviews and ratings from customers to build trust and improve visibility.<\/li>\n<li>Share local inventory data if you want your products to appear in results like \u201cIn stores nearby.\u201d<\/li>\n<\/ul>\n<p>Once these pieces are in place, your products can show up organically in Google\u2019s product grids.<\/p>\n<h3><a id=\"post-34990-_ozj34vrdwwiv\"><\/a>Sitelinks<\/h3>\n<p><a href=\"https:\/\/ahrefs.com\/blog\/sitelinks\/\">Sitelinks<\/a> are links to other pages on the ranking website or other parts of the ranking page. They\u2019re more of an enhancement to regular organic results than a SERP feature, as they appear as \u2018extra\u2019 links below a result.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1048\" class=\"wp-image-194313\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-ahrefs-featured-snipp.jpeg\" alt=\"Google search results for &quot;ahrefs.&quot; Featured snippets for Ahrefs tools outlined in orange.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-ahrefs-featured-snipp.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-ahrefs-featured-snipp-649x425.jpeg 649w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-ahrefs-featured-snipp-768x503.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-ahrefs-featured-snipp-1536x1006.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1206\" height=\"274\" class=\"wp-image-194314\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-blog-post-10-free-keyword-research-tools.png\" alt=\"Ahrefs blog post: &quot;10 Free Keyword Research Tools&quot;. Related keyword links are highlighted in a box.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-blog-post-10-free-keyword-research-tools.png 1206w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-blog-post-10-free-keyword-research-tools-680x154.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-blog-post-10-free-keyword-research-tools-768x174.png 768w\" sizes=\"auto, (max-width: 1206px) 100vw, 1206px\"><\/p>\n<p>The benefit of sitelinks are twofold:<\/p>\n<ol>\n<li>People can find what they\u2019re searching for faster.<\/li>\n<li>People are more likely to click on your website in the SERP, which means more organic traffic.<\/li>\n<\/ol>\n<h4><a id=\"post-34990-_ssh5jeqsn3tp\"><\/a>Can you appear in Sitelinks?<\/h4>\n<p>Yes. Google usually shows sitelinks for branded queries, so it\u2019s likely that people already see sitelinks when searching for your website.<\/p>\n<p>For non-branded queries, you\u2019re more likely to \u2018win\u2019 sitelinks when your page is popular and has <a href=\"https:\/\/ahrefs.com\/blog\/internal-links-for-seo\/\">internal links<\/a> to other relevant content\u2014at least from my observations.<\/p>\n<h3><a id=\"post-34990-_ainx9djiivyn\"><\/a>Videos<\/h3>\n<p>Video results are organic results enhanced with a video thumbnail. Only pages with embedded videos are eligible, and Google also usually shows the upload date, duration, and the name of the uploader in the&nbsp;SERP.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"586\" class=\"wp-image-194315\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-unboxing-showi.png\" alt=\"Google search results for &quot;iPhone unboxing&quot;, showing an &quot;Apple iPhone X Unboxing!&quot; YouTube video by Marques Brownlee.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-unboxing-showi.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-unboxing-showi-680x249.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-unboxing-showi-768x281.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-unboxing-showi-1536x563.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Most video results come from YouTube, but they can show up for other websites too.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"399\" class=\"wp-image-194316\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-6-review-a-th.png\" alt=\"Google search results for &quot;iPhone 6 review&quot;. A &quot;The Guardian&quot; video review is highlighted, dated 2014.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-6-review-a-th.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-6-review-a-th-680x170.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-6-review-a-th-768x192.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-iphone-6-review-a-th-1536x383.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h4><a id=\"post-34990-_jb8vdpbyk9kw\"><\/a>Can you appear in the Video results?<\/h4>\n<p>Yes. For embedded videos hosted on YouTube, Google sometimes shows thumbnails in the SERP. For embedded videos hosted elsewhere, the page needs <a href=\"https:\/\/schema.org\/VideoObject\">VideoObject schema markup<\/a> to be eligible for this feature.<\/p>\n<h3><a id=\"post-34990-_mfx4jpo9hpt2\"><\/a>Short videos<\/h3>\n<p>While the \u201cVideos\u201d feature used to be dominated by YouTube tutorials, the SERP now frequently includes a grid of vertical, short-form videos from TikTok, YouTube Shorts, and Instagram Reels.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1460\" height=\"862\" class=\"wp-image-194317\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/short-videos-showing-makeup-tutorials-presenters.jpg\" alt=\"Short videos showing makeup tutorials. Presenters are women from diverse backgrounds. Content is from Instagram and YouTube.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/short-videos-showing-makeup-tutorials-presenters.jpg 1460w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/short-videos-showing-makeup-tutorials-presenters-680x401.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/short-videos-showing-makeup-tutorials-presenters-768x453.jpg 768w\" sizes=\"auto, (max-width: 1460px) 100vw, 1460px\"><\/p>\n<p>These usually appear for \u201chow-to\u201d queries, reviews, or visual inspiration topics (e.g., \u201ckitchen organization hacks\u201d).<\/p>\n<h4><a id=\"post-34990-_53y1vn1kiqmc\"><\/a>Can you appear in Short videos?<\/h4>\n<p>Yes, you can do it by making Instagram Reels, YouTube Shorts, and TikToks. Using clear captions and titles that match search intent is key to getting these clips indexed in the main search results.<\/p>\n<h3><a id=\"post-34990-_26ggg5jz3u4w\"><\/a>What people are saying and Discussions and forums<\/h3>\n<p>The \u201cDiscussions and forums\u201d and \u201cWhat people are saying\u201d blocks are dedicated sections in the SERP that highlight content from community platforms like Reddit, Quora, LinkedIn, and niche industry forums.<\/p>\n<p>The features were introduced to provide more visibility to the consumer\u2019s voice, or the \u201cExperience\u201d (part of Google\u2019s EEAT guidelines). Google knows that for queries like \u201cbest running shoes for flat feet,\u201d users often trust real people on Reddit more than generic blog&nbsp;posts.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"864\" class=\"wp-image-194318\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/cards-titled-what-people-are-saying-including-a.jpg\" alt=\"Cards titled &quot;What people are saying&quot; including a Reddit post on SEO software, a YouTube video on SEO tools, and a Linkedin post on technical SEO tools.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/cards-titled-what-people-are-saying-including-a.jpg 1418w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/cards-titled-what-people-are-saying-including-a-680x414.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/cards-titled-what-people-are-saying-including-a-768x468.jpg 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1418\" height=\"902\" class=\"wp-image-194319\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/a-screenshot-of-google-search-results-for-makeup-d.png\" alt=\"A screenshot of Google search results for makeup discussion forums. Includes Reddit and Quora links with previews of the discussion topics.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/a-screenshot-of-google-search-results-for-makeup-d.png 1418w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/a-screenshot-of-google-search-results-for-makeup-d-668x425.png 668w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/a-screenshot-of-google-search-results-for-makeup-d-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/a-screenshot-of-google-search-results-for-makeup-d-768x489.png 768w\" sizes=\"auto, (max-width: 1418px) 100vw, 1418px\"><\/p>\n<h4><a id=\"post-34990-_w9wt5s7rbjkz\"><\/a>Can you appear in Discussions and Forums?<\/h4>\n<p>Yes. To appear, you must have an active, helpful presence on relevant forum threads. If a thread you started or replied to gains traction and relevance, Google may pull that specific discussion thread into this&nbsp;block.<\/p>\n<h3><a id=\"post-34990-_bvnyx0nx93d2\"><\/a>Featured snippets<\/h3>\n<div class=\"recommendation\"><div class=\"recommendation-title\">Recommendation<\/div><div class=\"recommendation-content\">\n<p>You\u2019ll notice we covered featured snippets in this guide, but it looks like AI Overviews are rapidly replacing them. <a href=\"https:\/\/ahrefs.com\/blog\/how-serp-features-have-evolved-in-the-ai-era\/\">Our analysis<\/a> shows that as AI Overviews roll out, featured snippets are disappearing from the SERPs. Unless you\u2019re already ranking in the top 3 and can win one with a quick tweak, your time is better spent elsewhere.<\/p>\n<\/div><\/div>\n<p>Featured snippets show a snippet of content from one of the top-ranking web pages. They\u2019re usually displayed at the top of the SERP, although other results sometimes appear above&nbsp;them.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1473\" class=\"wp-image-194320\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-best-protein-foods-show.jpeg\" alt=\"Google search result for &quot;best protein foods&quot; showing a Healthline snippet listing protein sources like eggs, almonds, and chicken breast.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-best-protein-foods-show.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-best-protein-foods-show-462x425.jpeg 462w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-best-protein-foods-show-768x707.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-result-for-best-protein-foods-show-1536x1414.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<p>Common snippet formats include:<\/p>\n<ul>\n<li>Paragraph<\/li>\n<li>List<\/li>\n<li>Table<\/li>\n<\/ul>\n<p>Not all featured snippets are text. Google sometimes shows videos (often referred to as suggested clips):<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1293\" class=\"wp-image-194321\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-how-to-write-a-check-.jpeg\" alt=\"Google search results for &quot;how to write a check.&quot; A YouTube video titled &quot;How To Write A Cheque&quot; is featured, showing a close-up of a check.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-how-to-write-a-check-.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-how-to-write-a-check--526x425.jpeg 526w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-how-to-write-a-check--768x621.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-for-how-to-write-a-check--1536x1241.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/p>\n<h4><a id=\"post-34990-_jrh262w4te6d\"><\/a>Can you appear in Featured Snippets?<\/h4>\n<p>Yes. <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets-study\/\">Most of the time<\/a>, Google pulls the snippet from one of the top five results.<\/p>\n<p>If you\u2019re already ranking in the top five for a query, and Google shows a featured snippet, it may be worth <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets\/\">optimizing your page to try to appear there<\/a>.<\/p>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to monitor the SERPs\" data-section=\"how-to-monitor-the-serps\"> How to monitor the&nbsp;SERPs&nbsp;<\/div><\/div><\/h2>\n<p>Keeping an eye on your rankings in search results is a big part of SEO. Here\u2019s a simple way to do it, starting with free tools and moving up as needed.<\/p>\n<h3><a id=\"post-34990-_nlbygxxakzoc\"><\/a>Free tools to get started<\/h3>\n<p>You don\u2019t need paid software right away. These tools cover the basics:<\/p>\n<p><a href=\"https:\/\/ahrefs.com\/serp-checker\"><strong>SERP Checker<\/strong><\/a><\/p>\n<p>Quickly see the top 10 results for any keyword in 243 countries. No login needed. It shows unbiased results without Google\u2019s personalization.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1802\" height=\"696\" class=\"wp-image-194322\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/serp-checker-analyze-keyword-rankings-in-243-coun.png\" alt=\"SERP Checker: Analyze keyword rankings in 243 countries. &quot;keyword research&quot; typed as an example search.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/serp-checker-analyze-keyword-rankings-in-243-coun.png 1802w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/serp-checker-analyze-keyword-rankings-in-243-coun-680x263.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/serp-checker-analyze-keyword-rankings-in-243-coun-768x297.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/serp-checker-analyze-keyword-rankings-in-243-coun-1536x593.png 1536w\" sizes=\"auto, (max-width: 1802px) 100vw, 1802px\"><\/p>\n<p><a href=\"https:\/\/ahrefs.com\/seo-toolbar\"><strong>SEO Toolbar<\/strong><\/a><\/p>\n<p>A browser extension that lets you view search results as if you were in another country, language, or device. If you use Ahrefs, it also shows helpful SEO metrics directly in the results.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1166\" class=\"wp-image-194323\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/browser-showing-ahrefs-seo-tools-popup-displays-l.png\" alt=\"Browser showing Ahrefs SEO tools. Popup displays local search simulator with domain, location, device options, highlighted by arrows. Ahrefs results below.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/browser-showing-ahrefs-seo-tools-popup-displays-l.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/browser-showing-ahrefs-seo-tools-popup-displays-l-680x387.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/browser-showing-ahrefs-seo-tools-popup-displays-l-768x437.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/browser-showing-ahrefs-seo-tools-popup-displays-l-1536x875.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p><a href=\"https:\/\/ahrefs.com\/webmaster-tools\"><strong>Ahrefs Webmaster Tools<\/strong><\/a><strong><br>\n<\/strong><\/p>\n<p>See which keywords your site ranks for, which pages are ranking, and how positions change over time. You can filter by top rankings, keywords, or SERP features. Free for verified site owners.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1908\" height=\"1124\" class=\"wp-image-194324\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-organic-keywords-showing-results-filtere.jpg\" alt=\"Ahrefs' &quot;Organic keywords&quot; showing results filtered by country, keyword contains tool, and position 1-10, as highlighted by an arrow.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-organic-keywords-showing-results-filtere.jpg 1908w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-organic-keywords-showing-results-filtere-680x401.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-organic-keywords-showing-results-filtere-768x452.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-organic-keywords-showing-results-filtere-1536x905.jpg 1536w\" sizes=\"auto, (max-width: 1908px) 100vw, 1908px\"><\/p>\n<p><a href=\"https:\/\/search.google.com\/search-console\"><strong>Google Search Console<\/strong><\/a><\/p>\n<p>Google\u2019s own tool shows where you rank across web, image, video, and news search. It also tracks click-through rates, helping you improve titles and meta descriptions.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"795\" class=\"wp-image-194325\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-of-average-ctr-from-may-to-august-with.png\" alt=\"Line graph of Average CTR from May to August, with an average of 1.1%.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-of-average-ctr-from-may-to-august-with.png 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-of-average-ctr-from-may-to-august-with-680x264.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-of-average-ctr-from-may-to-august-with-768x298.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/line-graph-of-average-ctr-from-may-to-august-with-1536x596.png 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>If you need deeper insights, consider a paid solution like <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Ahrefs\u2019 Rank Tracker<\/a>. Among others, our Rank Tracker allows you&nbsp;to:<\/p>\n<ul>\n<li>Track competitors and compare how much visibility you have versus them.<\/li>\n<li>Monitor local rankings down to the zip&nbsp;code.<\/li>\n<li>Spot keyword cannibalization when multiple pages compete.<\/li>\n<li>Use advanced metrics like <a href=\"https:\/\/ahrefs.com\/blog\/share-of-voice\/\">Share of Voice<\/a> and Share of Traffic Value.<\/li>\n<\/ul>\n<div id=\"attachment_194326\" style=\"width: 2058px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-194326\" class=\"wp-image-194326\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-dashboard-showing-competitor-performance-metri.jpg\" alt=\"SEO dashboard showing competitor performance metrics. Includes &quot;Share of Voice&quot;, traffic, SERP features, and ranking positions, displayed in tables and a line graph.\" width=\"2048\" height=\"914\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-dashboard-showing-competitor-performance-metri.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-dashboard-showing-competitor-performance-metri-680x303.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-dashboard-showing-competitor-performance-metri-768x343.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/seo-dashboard-showing-competitor-performance-metri-1536x686.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><p id=\"caption-attachment-194326\" class=\"wp-caption-text\">Screenshot from Ahrefs\u2019 Rank Tracker showing a dashboard with competitor tracking using metrics: Share of Voice, Average position, Traffic, SERP features, and ranking buckets breakdown.<span style=\"font-size: 16px;\">\u200b\u200b<\/span><\/p><\/div>\n<h2><div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to use search results to improve your SEO\" data-section=\"how-to-use-search-results-to-improve-your-seo\"> How to use search results to improve your&nbsp;SEO&nbsp;<\/div><\/div><\/h2>\n<p>The SERP is your best guide for understanding what Google (and users) want for any given query. Here\u2019s how to leverage SERP analysis for better content.<\/p>\n<h3><a id=\"post-34990-_v7qcy6swhl86\"><\/a>Analyze search intent with the&nbsp;3Cs<\/h3>\n<p>Look at the top 10 results and note three things:<\/p>\n<ul>\n<li><strong>Content type<\/strong>: What kind of page is ranking? (Blog post, product page, landing page, video, tool).<\/li>\n<li><strong>Content format<\/strong>: How is the information structured? (How-to guide, list, review, comparison).<\/li>\n<li><strong>Content angle<\/strong>: What\u2019s the main hook? (Beginner-friendly, updated for 2025, affordable options, in-depth guide).<\/li>\n<\/ul>\n<p>This shows you what style and angle your content needs to meet user expectations.<\/p>\n<p>For example, for a keyword like \u201csummer vacation\u201d, your best bets to rank are most likely articles listing vacation ideas and YouTube videos.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"1434\" height=\"1880\" class=\"wp-image-194327\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/search-results-page-showing-videos-and-articles-ab.jpg\" alt=\"Search results page showing videos and articles about summer vacations. Results include YouTube videos and articles from RateHawk and Texas Travel.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/search-results-page-showing-videos-and-articles-ab.jpg 1434w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/search-results-page-showing-videos-and-articles-ab-324x425.jpg 324w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/search-results-page-showing-videos-and-articles-ab-768x1007.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/search-results-page-showing-videos-and-articles-ab-1172x1536.jpg 1172w\" sizes=\"auto, (max-width: 1434px) 100vw, 1434px\"><\/p>\n<h4><a id=\"post-34990-_ds4mlztcrrfi\"><\/a>Identify what to&nbsp;cover<\/h4>\n<p>See what the top pages have in common by checking:<\/p>\n<ul>\n<li>Headings on high-ranking pages.<\/li>\n<li>\u201cPeople Also Ask\u201d questions.<\/li>\n<li>\u201cSearches related to\u2026\u201d at the bottom of the results page.<\/li>\n<\/ul>\n<p>These clues reveal what users expect answers to.<\/p>\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n<ul>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">Search Intent in SEO: What It Is &amp; How to Optimize for&nbsp;It<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/search-intent-shift\/\">Shift Happens: 7 Examples of Search Intent Shift (+ How To Identify It)<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<h3><a id=\"post-34990-_rghcio88pzui\"><\/a>Automate the analysis<\/h3>\n<p>Tools like <a href=\"https:\/\/ahrefs.com\/ai-content-helper\">Ahrefs AI Content Helper<\/a> can do the SERP analysis for you. It figures out search intent automatically and highlights the common topics you should cover. It also scores your page and shows how well you\u2019ve covered each topic, giving you a clear, visual way to track your progress and see what\u2019s missing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" width=\"2048\" height=\"1014\" class=\"wp-image-194328\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-ai-content-helper-showing-article-on-how.jpg\" alt=\"Ahrefs' AI Content Helper showing article on &quot;how to make money.&quot; Topics include freelancing, scams, &amp; crypto. Content score is 33.\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-ai-content-helper-showing-article-on-how.jpg 2048w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-ai-content-helper-showing-article-on-how-680x337.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-ai-content-helper-showing-article-on-how-768x380.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/ahrefs-ai-content-helper-showing-article-on-how-1536x761.jpg 1536w\" sizes=\"auto, (max-width: 2048px) 100vw, 2048px\"><\/p>\n<p>This saves hours of manual work and ensures you don\u2019t miss critical insights.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>They\u2019re made up of organic and paid search results. In this guide, you\u2019ll learn: Why SERPs matter for&nbsp;SEO. How to get in the&nbsp;SERPs. What changed when Google introduced AI to&nbsp;SERPs. How to monitor the&nbsp;SERPs. How to use the SERPs for&nbsp;SEO.<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[336,412],"class_list":["post-34990","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What are SERPs? Do They Still Matter in 2026? Search Engine Results Pages Explained<\/title>\n<meta name=\"description\" content=\"Search Engine Results Pages (SERPs) are the pages that Google and other search engines show in response to a user&#039;s search query.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/serps\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What are SERPs? Do They Still Matter in 2026? Search Engine Results Pages Explained\" \/>\n<meta property=\"og:description\" content=\"Learn why SERPs matter for SEO, how to get in them, and how to show up in SERP features.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/serps\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-08T01:52:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-22T15:00:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/04\/google-search-results-page-showing-paid-results-l.png\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"994\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Joshua Hardwick, Mateusz Makosiewicz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Learn why SERPs matter for SEO, how to get in them, and how to show up in SERP features.\" \/>\n<meta name=\"twitter:creator\" content=\"@JoshuaCHardwick\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/serps\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/serps\\\/\"},\"author\":{\"name\":\"Joshua Hardwick\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/e6a89cbde8e750d22996aa26e213e712\"},\"headline\":\"What are SERPs? 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