Google Search Engine Results Pages, also referred to as Google SERPs, are the pages displayed by Google.com in response to a query by a searcher. The main component of SERPs is the listing of results that are returned by Google in response to a keyword query. Google SERPs include a mix of classic organic results and universal search elements such as information snippets, images, maps, and videos.
The appearance of search engine results pages is constantly in flux due to experiments conducted by Google to offer users a more intuitive, responsive experience.
Typically, SERPs contain two types of content: organic results and paid results. Organic results are listings of web pages that appear because of the search engine’s algorithm. Some SERPs will feature significantly more organic results than others. The first Google results page for a desktop search on average showcases 8.7 organic results, and the first page for a mobile search on average showcases 8.5 organic results.
Search engine results pages have evolved to incorporate a wide range of universal search integrations. These integrations are based on factors such as keywords, keyword topics, and device types used to search. More than 10% of mobile search results in the United States contain image, video, Knowledge Graph, Shopping, AdWords, mobile app, and/or Question Box elements.
About 35% of desktop SERPs and 32% of mobile SERPs contain Knowledge Graph (informational snippet) elements. About 22% of desktop SERPs and 23% of mobile SERPs contain video elements.
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