Visual Guide to Google SERP Features

This Google search reference tool provides a visual glossary of the special search engine results page features that Google provides to enhance user experience. Select from Desktop or Mobile version and click individual feature names to display a screenshot and a brief explanation of each.

Organic Result Features - Desktop



  • Breadcrumbs
  • HTTPS
  • Image Thumbnail
  • Notable Online
  • Reviews (Stars)
  • Search Box
  • SiteLinks
  • Structured Snippets
  • Twitter
  • Video Thumbnail
Not every page that displays in a Google search is the site's homepage. Google will at times show you a "trail" from the site's homepage to the page displayed in your search results. This "trail" is referred to as Breadcrumbs.

Consider that without Google displaying a site's internal webpage you would have to go a site's homepage and click on various menus/tabs in order to get to the specific page you are looking for. With each click on a tab or menu you would most likely be brought to a new page. This time however, your Google search did this work you and brought you right to the page you wanted without having to start clicking from the site's homepage. The Breadcrumbs Google may offer you in this case would show you the site's page hierarchy that you would have normally had to land on first before arriving at the page showing in your results.
The Structured Snippets feature may appear in your search results when the sites showing have upcoming happenings (i.e. events), or have been structured to show product and/or service descriptions, etc. The Structured Snippets feature will indicate information such as the date of upcoming events, features included in a service, product specifications, etc. In the case of a listed event, the feature may show along with a link to bring you to the event's webpage on the site. When the Structured Snippets feature does appear, it can be seen under the description displayed with each result.
Sites that make use of your personal data, such as credit numbers for example, are encouraged by Google to use a more secure communication protocol known as HTTPS. As such, sites that make use of HTTPS are generally considered more secure and trustworthy, which is important information for users.

Google will indicate if a site is using HTTPS within the search results. Under the link for each result is the page's URL. Sites employing this protocol will display with "https" as part of the URL.
During a search certain sites may display on the results page with a small picture to the left. This picture is known as an Image Thumbnail and gives you a sneak peek at the content displaying on the page. If you click on the image, Google will direct you to the page displayed in your results.
Google wants its users to know if a site is considered authoritative or widely recognized online. Sites that are considered as such are indicated with a gray down arrow to the right of the result's URL. If you click on the down arrow, a box displaying information about the website and/or the organization that owns the site will appear.
If a website showing in your results contains reviews/ratings that Google deems valid, Google may present its Reviews (Stars) feature underneath the displaying URL. The Reviews feature displays the rating on a 1-5 scale with both a graphic star and numeric representation. Also displayed is summary information that includes the total numbers of reviews or votes that comprised the rating, etc.
At times Google will present you with the ability to do a search within the pages of a displaying website directly from the results page. When doing so, Google will present a search box under the results description with the word "Search" followed by the name of the website displayed in light gray.

You can think of it like this: Instead of having to go to the site to use the site's internal search tool/box, Google, when displaying Search Box, allows you to do so right from the results page. It's as if the website is showing its internal search box as part of the displaying result.
To help refine your search Google may display the featured pages of a site as independent and clickable links within the result. Displayed under the result's description, these links take you directly to a page within the site.

A way to possibly think about this feature would be to imagine the homepage of a site and the directory presented (often at the top of the page). Instead of having you go to the homepage in order to use the site's directory and end up on the desired page, Google, via SiteLinks, enables you to access your ultimate page destination directly from the results page.
The Twitter feature on the results page presents you with a site's corresponding Twitter feed. This allows you to view the site's tweets directly on the results page.

Google's Twitter feature appears directly under the result. The feature has the appearance of being its own independent result with a clickable link to the site's Twitter page displaying on top of the page's URL (the way any result would show on the results page). Next to the URL you can expect to find Twitter's icon.

Below the URL is a sliding carousel where you can glance at the site's recent tweets. Using the arrow buttons on the sides of the carousel, you can move from one tweet to the next. The time of the tweet's posting, as well as a direct link to the specific tweet, are also presented.
The Video Thumbnail feature is similar to an Image Thumbnail. Like the Image Thumbnail it appears to the left of the result under the link to the site itself. It too, when clicked on, will bring you to the site's page.

The Video Thumbnail can be differentiated from the Image Thumbnail in that it is of rectangular shape (not square) and presents an inner rectangle (light black, bottom right) that displays a play button icon next to the length of the video.

Knowledge Graph Features - Desktop



Knowledge Graph:
  • Direct Answer
  • Carousel (Black)
  • Carousel (White)
  • Featured Snippet
  • Knowledge Panel
In addition to the search results Google provides you with, they may also include the Knowledge Panel feature. Appearing to the right of the results the Knowledge Panel offers you additional information about the topic you have just searched for. Beyond offering additional topical information the Knowledge Panel can present you with relevant images, other searches associated with the topic, links to associated information, etc. With such a vast array of information being presented, you can expect this feature to take up a considerable portion of the right-hand side of the results page.

Note, there are a variety of Knowledge Panel types that may display, including those that contain nutrition facts, recipes, etc.
Appearing most often when you enter a question into Google, the Featured Snippets feature presents you will a short summary of information related to your query. If Google thinks that you might be looking for factual information it may attempt to provide it for you without you having to scour the displaying results. As such, your query need not necessarily be in the form of a question for a Featured Snippet to appear, so long as Google has reason to believe that you are interested in acquiring some form of practical knowledge.

You might think of this feature as Google thinking, as well as acting on your behalf. Instead of you having to sift through the results to find the more suitable information, Google does it for you.

Google will comb through the displaying results and determine which site presents the most relevant content. Google will then include a 'snippet' of actual content from this choice site and display it in a box at the top of the results page. Included in this box will be the link and URL associated with the site, should you wish to see more of the site's content on the subject.
Appearing at the top of the results page, before the results per se, the Carousel (Black) feature presents information that would most likely be found in list form. This one row list is left/right clickable via the arrows on either side of the carousel.

You can expect the Carousel (Black) feature to predominantly display images with ancillary text underneath each image against a black background. The carousel is commonly known to appear in relation to movie titles, musical artists, book titles etc. Generally speaking, this form of carousel appears when there are more than four results to display within it.

Clicking on any of the items within the carousel is equivalent to performing a new search. You will notice that the search box at the page's top will now list the name of the item you clicked. While the carousel will remain, the results under it will now be for the item you just clicked, not your original search. As a general rule, a Knowledge Panel will display as part of your new results.
The Carousel (White) feature is very much similar to the Carousel (Black) feature in that it too displays information commonly found on lists, displays at the top of the page above any results, and is left/right scrollable.

The most noticeable difference between the Carousel (Black) feature is that this carousel displays results against a white, not black, background. Also, the Carousel (White) feature presents results in more than one row, making it a taller feature.

Inverse from the Carousel (Black), the Carousel (White) predominately displays written content with images serving as accents. Clicking on an item on this carousel is also the equivalent of performing a new search and will also display results related to the clicked on item (with the carousel remaining at the page's top). Common searches that bring this feature up are those related to song lists.
A Direct Answer provides a direct answer to query. As such, a Direct Answer is very much like a Featured Snippet. Like a Featured Snippet, a search does not necessarily need to be in question form for a Direct Answer to appear. So long as Google think you are looking for something to be answered. When the feature does display it does so in the form of a gray bordered box, often but not always, appearing above the results. Unlike a Featured Snippet, the content shown in a Direct Answer does not come from a result appearing on the page.

There are variety of Direct Answers that Google may display. Some Direct Answers, such as the Translation or Currency Conversion are interactive in that they will produce answers based on the information you feed into them.

Direct Answer Types:
  • Currency Conversion
  • Dictionary
  • Disambiguation
  • Earthquake Feature
  • Flights
  • General Converter
  • Health Feature
  • Info
  • Map
  • Nutrition
  • Related Questions
  • Sports
  • Stock
  • Translation
  • Weather
  • WhenIs
The Currency Conversion feature will provide you with currency exchange rates. Using the white boxes below the rate you can enter custom amounts in order to generate a specific conversion. You can also change the selected currencies by using the up/down arrows located to the right of each listed currency. This form of a Direct Answer will also display the conversion trends between the two selected currencies.
The Dictionary Direct Answer will provide you with a word's definition, form, syllable breakdown, pronunciation, etc. At times, the Dictionary Box will also include an audio clip of the word's pronunciation as well.

The Dictionary Box can be expanded by clicking on a grayscale arrow at the bottom of the box. Once expanded, the box will provide you with the word's origin, a menu with which to translate the word, and a graph showing the commonality of its usage over time.
Any given search may relate to more than one entity. For arguments sake, say you searched for "The Rangers," which in the United States are both a Hockey and Baseball team. How is Google to know which "Rangers" your query is referring to? Instead of Google deciding which entity your search relates to, it may offer a box, called the Disambiguation Box, that lists the various possible entities you might have been referring to in your search.

The Disambiguation Box includes the header "See results about," and is displayed to the right of the presented results.
The Flights Direct Answer provides you with flight information between two destinations. At times the box will indicate the duration of the flight and provide you with a list of direct flights and the days of the week they are scheduled for. Upon clicking the grayscale down arrow at the bottom of the box, this format will expand to present more flights, as well as connecting flights when applicable. Other formats of the Flights Box allow you to specify airports, departure/arrival times, and provide pricing information as well. There is even a Flights Box that will provide the status of a current flight, gate information and all.
The General Convertor is a Direct Answer type that allows you to convert between various sets and units of measurement. This feature contains a clickable menu that enables you to select a measurement category (i.e. Area, Speed, Volume, etc.). Once a measurement category is selected you can then toggle through the clickable menus located in each of the two conversion boxes. Upon selection you can then enter the numeric value you wish to convert into another unit of measurement.
Often making use of Wikipedia, the Info Box provides you with a quick glance at a topic or item's essential information. The Info Box can include pictures, maps, relevant links, etc. and is displayed to the right of the results. In a way, the Info Box serves as a miniature Knowledge Panel.
Allowing you to make use of Google Maps without leaving the results page, the Map Box presents you with the various route options between locations. Like Google Maps, you can select from various modes of transportation (i.e. public transportation, walking, etc.) as well as from a variety of routes (if applicable). The feature lists the amount of time each route will take you, as well as the main thoroughfares it utilizes. Clicking on a route will provide you with a detailed set of directions. For public transportation you can also select the time of departure or arrival that suits you best.

By clicking on the map, or the directions icon, you will be directed to Google Maps, where you can make use of the full map features Google offers you.
The Nutrition Box allows you to determine various categories of nutritional value (i.e. calories, fat content, carbohydrates, etc.) found in foods. The box enables you to determine the calories of a food by various quantities (i.e. per 100 grams, per unit, etc.). Depending upon how the feature displays you may be enabled to select specific types of the food shown by using the up/down arrows to pull up a menu. This selection often includes brand specific versions of the food when applicable.
In an attempt to help you find the information you are looking for, Google has developed the Related Questions feature. Like other Direct Answers this feature presents itself within a gray box, however instead of it being one box that displays information, Related Questions presents a series of expandable boxes. These boxes fall under a heading that says, "People also ask." This is essentially what Related Questions is, a presentation of questions other people have asked that are similar, or directly related to the one you entered originally.

When the feature first appears all that is visible are the related questions per se. Should one or more of these questions peak your curiosity, you can expand the box by clicking on the down arrow to display content that answers the question. These answers are essentially a Featured Snippet in so far as they present a snippet of content from a webpage along with a link and the webpage's URL. Unlike a Featured Snippet, the site displayed, along with its content, are not necessarily found on your current results page.
There are actually a few types of Sports Direct Answers. Essentially this box provides you with a sport's team schedule. There are a variety of formats that this feature may appear in. Some formats display a team's schedule for the next few games along with a down arrow that expands the box to show additional upcoming games. Other formats may prominently show the next upcoming game and even provide a link to buy tickets (here too the box can be expanded to see additional games). Other formats may show the results from the team's last game, or last few games, etc.
Like it sounds the Stock Direct Answer provides information on stocks. This Direct Answer will show you a stock's price, as well as trends via the graph presented. You have the option of seeing the stock's performance over various periods of time, such as a day, a month, a year, etc.
Should your search relate to the meaning of a word in another language, Google may translate the word for you in a Translation Box in order to avoid you having to search through various websites. Just by way of example, if you should query "How to say hi in Japanese," Google may display a translation of the word "hi" into its Japanese equivalent.

The Translation Box, when it does display, appears above the accompanying results. You will notice your original query word/phrase within the left hand box, with its translation appearing in the right hand box.

A good way to think about this box is like a miniature Google Translate. Like Google Translate itself, this feature offers you the option of switching between various languages. Often, you can listen to an audio clip of the translated phrase and can even enter a word to be translated via voice by clicking on the microphone icon. The Translation Box, at its bottom, also offers you the option of seeing the results within Google Translate itself.
Entering a query related to the current and/or upcoming weather of a location may result in a Weather Box being displayed. It should be noted that your query may not need to include a location per se such as, "current weather in New York," so long as you are logged into Google and your current location can be ascertained. In this case, Google will display weather information related to the location it picked up via your account.

Appearing above any corresponding results, the Weather Box will display the current temperature of the given location, selectable in either Celsius or Fahrenheit. To the right of the temperature, the box will indicate the current humidity level, wind speed, and chance of rain. Underneath this information, you can select to see graphic trends of either temperature, precipitation, or wind. Upon selection an area chart will display the relevant trends over the past couple of hours (note, the box appears with temperature selected by default).

Just below the graph appears a forecast of the upcoming weather for the next few days. The forecast presents the day, an icon representing the weather, and the expected high and low temperatures. Each day's forecast is clickable. Upon clicking an upcoming day, the box will take the current weather information being displayed and replace it with the weather information pertaining to the day you selected.
Performing a search related to when a prominently recognizable or significant day (i.e. New Year's Day) or event (i.e. a national election) takes place could bring up the WhenIs Box feature. Exactly that, the WhenIs Box presents the date, and when applicable, location of the occurrence associated with your query. Certain queries, where the date of an occurrence is so integrally connected to it, such as "New Year," may show with a WhenIs Box even without your indicating a desire to know its date in the search. If an occurrence should last more than one day, the WhenIs Box will indicate the occurrence's start as well as end date in the box.
For queries that relate to common medical conditions/symptoms, Google has developed a SERP feature aimed at providing users with quick access to medical information. The feature is a custom form of a Knowledge Panel and appears to the right of the results. Displaying a short summary of the condition, the panel also includes information related to symptoms, treatments, demographics, commonality, medications, etc. The feature makes use of a variety of functionalities that often include expandable tabs and carousels.
For queries related to a recent or local earthquake, Google's Earthquake Feature provides a map that indicates the quake's epicenter and reach. Included above the map is the earthquake's magnitude along with the time it took place. Below the map, Google provides users with a carousel indicating related quakes along with an expandable card which presents recommended actions to take after being in an earthquake. Similar in appearance and functionality to a mobile Knowledge Panel, the feature appears above the organic results.

Page One Extras - Desktop



  • Ads
  • Discover More Places
  • Google for Jobs
  • Google Posts
  • Images (Box)
  • Local Pack
  • News (Box)
  • Related Search
  • Things to Do
For any given query an ad, or a series of ads may appear. Ads resemble organic results in many ways as they appear with a blue link to a site that sits above a URL. There is even information that mimics an organic result's description appearing under the URL. What essentially differentiates an ad from an organic result is the yellow tag containing the word "Ad" that appears to the left of the URL. If you should happen to see an ad tag in a color other than yellow, don't be surprised, Google often tests different colors.

Like an organic result, clicking on the header of an ad will bring you to a website. You can expect to find ads at either the top or bottom of a results page (or both top and bottom).
Should you perform a query that Google thinks relates strongly to visual content, i.e. images, an Images (Box) feature may appear. You might think of it as Google abiding by the old saying that a picture is worth a thousand words. Should Google think that seeing an image is your end goal, or if images would enhance your understanding of a topic, the Images (Box) may display. Just by way of example, say you did a search for "sports stadium," there is a good chance that Google would display the feature for such a query. This is because while it is entirely possible that you are interested in information about sports stadiums, there is a relatively equal chance that you are actually interested in seeing what various stadiums look like.

The Images (Box) can serve as a means of shifting your query to be related to visual results. The feature appears as a row of various images related to your search and can display above or within your results. On top of the pictures per se is a heading that displays your query with the addition of "Images for" placed before it (in the above-mentioned example the header would read "Images for sports stadium"). The heading is a clickable link and once clicked on will bring you to all of Google's image results, as normally found when clicking on "Images" on the results page menu bar (appearing directly below the search box). Should you do so, you will notice that the images appearing within the Images (Box) can be found within the Images results page. Alternatively, clicking on any of the images within the Images (Box) will also redirect you to the Images results page as well.
If Google determines that you are possibly searching for a local establishment (i.e. a store, restaurant, government offices, etc.) it may display its Local Pack. This feature is quite similar to a Map Box, however its purpose is entirely different. Like Map Box, this feature displays with a map at its top. However, the intention of the map is to indicate the location of local establishments, not merely to help direct you to a given location. As such, the map within Local Pack indicates where local establishments related to your search may be found. Note, a Local Pack may display even if location is not mentioned within your query. Should you query "schools," there is a strong chance that a Local Pack may appear, as Google recognizes that the term "school" generally connotes local education establishments.

Local Pack can appear either on top of, or within your search results. The map presented in the feature will display three local establishments and is for this reason sometimes known as "3-Pack." Under the map, Local Pack generally presents the name, address, and phone number for the establishments listed. Often, review stars as well as opening hours will appear here was well. To the right of each establishment is a link to find directions, much as you would find within a Map Box. Should there be a website associated with the establishment, a link to the website, as shown by a graphic of the Earth above the word, "Website," will show between the establishment's information and the link to obtain directions.

If there should be more than three establishments associated with your query, the Local Pack feature will display a link to view them at its bottom where it says ‘"More places." Clicking here will redirect you to a new results page that shows a full-on list of local establishments (including the three original results, although not necessarily in that order). These results follow the same display format as the ones within Local Pack per se. To the right of the results is a large map indicating the locations of the showing establishments. This page can also be brought up by clicking on any of the results showing within a Local Pack.
When performing a query that Google sees as relating to current events and news happenings, a News (Box) will often appear. Within the News (Box) three links to news articles will be presented. These news results will display slightly differently than an organic result. Though they will have a blue link header, there is no green URL beneath it. Instead, you will find the name of the news outlet shown in green (next to which, in light gray, Google will tell you how long ago the article was posted). The first news result will show differently than the following two results. The first result will display with a picture from within the article to its left, thus indenting the entire news result. Also, under the listed news agency within the first news result, where an organic result would display a description, a line from the news article will display.

The News (Box) is demarcated by two thin gray lines, one at its top, the other at its bottom. You will also notice a header, which states "In the news," that leads the news results displayed within the box. If there are other new results related to your query, a blue link will be displayed at the bottom of the box stating "More news for," followed by the exact search term you entered. Clicking here will bring you to the News results as normally found when clicking "news" in the menu bar under the results page's search box.
At the bottom of nearly every results page will be a list of searches related to your query. Known as Related Search, these clickable blue links indicate other search topics related to your own. Related searches are found at the bottom of the results page and are separated from your results by a thin gray line. Related searches are presented by a header reading, "Searches related to" (followed by the exact text of your original query). Clicking on any of the related searches will bring up a new results page for the search just clicked on.
Google Posts is a quasi social media element that allows content to be published directly to the SERP. Appearing for select entities, the feature presents cards of content that can either appear within organic results, or within Google's Knowledge Panel. In either case, the feature is presented via cards on a carousel. Clicking the heading of the feature, which is also the name of the shown entity, brings the user to a Google page that presents all of the posted content in chronological order. Clicking on a specific card brings the user directly to the content on the entity's site.
Sometimes shown on the SERP as Top sights, the Things to Do feature presents users with a box that contains local sights/attractions as related to the location mentioned in the query. Clicking on one of the sights/attractions brings up a unique Local Finder that displays a full series of local sights within cards that contain a description of the sight, a user rating, etc. Unlike the standard Local Finder, this element is actually a page within Google's Travel Guide feature. As such, clicking on the link to additional sights at the box's bottom, will bring users to the location's main page within the Google Travel Guide.
Currently showing for queries related to eateries, Google may supplement the results shown within a Local Pack by offering additional locations at the bottom of the SERP. The Discover More Places feature presents these locations within a card-like carousel with each element being a different category of eatery. Upon clicking on a given carousel element, a Local Finder will appear, making the specific locations within the category visible.
For queries related to job opportunities, the Google for Jobs feature may display. Appearing at the top of the SERP, the feature generally contains three job listings related to the query. Pulled from job listing sites, the results include the job title, the company offering the job, when the listing was posted, on what site the listing can be found, etc. The feature also allows the user to filter results in a variety of ways. Clicking on one of the three results, or on the link at the bottom of the feature, brings a user to the full listings. With the full job listings shown, a user can see job descriptions, view filtered results, etc.

Other Organic Statistics - Desktop




  • Results Per Page
  • Number Results
  • Title Length
  • Description Length
  • Home Page Results
  • Landing Page Results
Results per page refers to the average number of organic results that appear on a search engine results page (SERP). This includes only organic results. As a result, ads or any results that are part of Google's special SERP features, such as the results within News Box, are not taken into consideration when calculating Results Per Page.
Not every results page displays the same number of organic results. As a rule, there are between 5 - 12 organic results on a single results page. However, not every organic results count appears in equal proportions. Number Results presents the percentage of occurrences for each organic results count. In real terms, Number Results tells you the percentage of results pages that contain 5, 6, 7, 8, 9, 10, 11, and 12 organic results.

Note, a results page that presents 11 or 12 organic results denotes the presence of In-depth Articles, a series of links to articles related to your search. As it stands, a results page cannot exceed 10 organic results unless In-depth Articles are present. The links that are part of the feature are counted within organic results as they appear, to the exclusion of a gray heading, exactly as organic results
Each organic result is headed by a title that serves as a clickable link. However, not every title is of equal length.

Title Length measures the average number of characters found within the titles heading organic results on the SERP.
Under an organic result's URL is a short description related to the web page that comprises the result. This description generally presents information related to what can be found on the web page. As with titles, the descriptions attached to results are not always of equal length.

Description Length identifies the average number of characters within organic result descriptions.
A home page is the main page of a website and as such it is the site's first page. Google however, does not automatically present home pages within search results. As a general rule, results are comprised of both home and landing pages.

Home Page Results presents the percentage of home pages within search results.
Landing pages refer to those pages within a website. When navigating a website directly, they are the pages that a user can access only after having already landed on a home page. Within any search however, Google may display landing pages within the results, thus affording the ability to bypass a site's homepage.

Landing Page Results indicates the percentage of landing pages presented within organic results.

Organic Result Features - Mobile



  • Breadcrumbs
  • Carousel
  • HTTPS
  • Image Thumbnail
  • Mobile Friendly
  • Phone
  • Reviews (Stars)
  • Search Box
  • SiteLinks
  • Structured Snippets
  • Twitter
  • Video Thumbnail
Certain websites may present a frustrating user-experience when navigated on a mobile device. Such sites may not display images correctly, require excessive panning in order to view content, load slowly, etc., when opened on mobile. In order to help you avoid an aggravating mobile web experience, Google provides a warning system of sorts indicating that a site is mobile-friendly. Appearing to the left of a result's description are the words "Mobile-friendly," should a site in fact be as such.

For a site to be considered mobile-friendly it must possess a combination of qualities including font legibility, a readable scale, properly spaced links, compatible plugins, etc., so mobile search results that display without the Mobile-friendly label may not be suitable for mobile use.
When the information within a result has a strong association to images, a carousel may be displayed. Carousels display a series of horizontally scrollable images. A title with a tappable link is usually found below each image, however, tapping anywhere within a frame results in the landing page. The dimensions of frames within a carousel may vary, but are usually uniform within any given series.

Carousels can also appear to be unrelated to a specific site. Should a query produce a list with strong image association, for example, "Movies 2016," an expandable box may display at the top of the results page with many rows of vertically scrollable images and links.
One of the most unique things about the results page on the mobile web is the Phone feature. Appearing sporadically, the Phone feature presents itself as a phone icon within a result. Next to the icon is the phone number associated with the corresponding result.

Tapping the phone icon automatically launches the phone's calling options (depending on the installed phone apps and default settings this could include Phone, Skype, WhatsApp, etc.) with the search result phone number ready to dial.
Google displays Breadcrumbs for some queries and websites, providing users with a visual trail of the website's navigation from the homepage through the sub-directories leading to the landing page for the particular search result.
The Structured Snippets feature may appear on the Google SERP when the search results include sites that have upcoming events. The feature may also appear when a site has been structured to show product or service specifications, etc. For events, a link to each event's landing page is generally listed below the page description. Similarly, other information such as product and service specifications also appears under the result's description.
Sites that make use of personal data, such as credit numbers for example, are encouraged by Google to use a more secure communication protocol known as HTTPS. Sites that make use of HTTPS are generally considered more secure and trustworthy, which is important information for users.

Google indicates when a site is using HTTPS within the search results by including the full URL beginning with the https address.
Search results may include a small picture to the left of the page description. These graphics are referred to as Image Thumbnails and can provide a visual hint as to what users can expect to find by clicking through to the page. Tapping on the image has the same effect as tapping the page link, causing Google to open the landing page.
Google wants its users to know if a site is considered authoritative or widely recognized online. Sites that are considered as such are indicated with a gray down arrow to the right of the result's URL. If you click on the down arrow, a box displaying information about the website and/or the organization that owns the site will appear.
When search results contain reviews/ratings that Google deems valid, they may include the Reviews (Stars) feature between the page title and description. The Reviews feature displays the rating on a scale of 1 to 5 with both a graphic star and numeric representation, along with the total number of reviews or votes that comprised the rating.
Helpful search boxes sometimes display in the SERPs providing the opportunity for the searcher to delve deeper into a website directly from within the Google SERP.

Google presents the search box under the page description with the word "Search" followed by the name of the website. Users can enter a search phrase directly in that box and tap the search icon to be directed to search results within the website.
To help refine user search Google may display the featured pages of a site as independent and tappable SiteLinks within the search result. Displayed under the page description, these links serve as shortcuts to the most relevant landing pages within the site.
The Twitter feature in search results presents a company's or organization's Twitter feed, allowing searchers to view Tweets directly on the SERP.

The feature includes Twitter's icon, the Twitter account logo, name and breadcrumb, along with Tweet content (i.e. text and images if published) in a carousel format. Tapping the account name or breadcrumb launches the Twitter account Tweets screen and tapping individual Tweets launches the featured Tweet.
The Video Thumbnail feature is similar to an Image Thumbnail. It is rectangular with an icon representing a play button and appears to the left of the result, below the title and breadcrumb that are linked to the video. To the right of the Video Thumbnail is the duration and the date it was posted. Tapping the thumbnail launches the video.

Knowledge Graph Features - Mobile



Knowledge Graph:
  • Direct Answer
  • Featured Snippet
  • Knowledge Panel
For certain search queries Google provides the Knowledge Panel feature which generally appears in a box above the mobile organic results. The Knowledge Panel is meant to enhance the search engine results with semantic-search information gathered from a wide variety of sources.

Knowledge Panels can include relevant images, a brief description with link to more information, expandable sections with related search results, etc. With such a vast array of information being presented, this helpful feature can take up a considerable portion of the results page.
In response to questions in a search query, Google sometimes displays a special Featured Snippet block at the top of the search results. Featured Snippets present a summary of the answer extracted from a webpage and provide a link to the page along with the page title and URL.
Appearing at the top of the results page, before the results per se, the Carousel (Black) feature presents information that would most likely be found in list form. This one row list is left/right scrollable.

You can expect the Carousel (Black) feature to predominantly display images with ancillary text underneath each image against a black background. The carousel is commonly known to appear in relation to movie titles, musical artists, book titles etc. Generally speaking, this form of carousel appears when there are more than four results to display within it.

Tapping on any of the items within the carousel is equivalent to performing a new search. You will notice that the search box at the page's top will now list the name of the item you tapped. While the carousel will remain, the results under it will now be for the item you just tapped, not your original search.
The Carousel (White) feature is similar to the Carousel (Black) feature in that it too displays information commonly found on lists and is shown at the top of the page above any results. The most noticeable differences between this Carousel and the Carousel (Black) feature is that the content here is displayed on a white background and is presented vertically. Also, inverse from the Carousel (Black), the Carousel (White) predominantly displays written content with images serving as accents.

Tapping on an item within this carousel will bring up information related to the content you selected. In general, this carousel will appear when the query relates to list type information when the list series produces four items or less. There are some notable exceptions to this, for example lists that relate to songs and events, which can show with more than four results, but still display as a White Carousel (and not as the Black Carousel).
A Direct Answer provides a direct answer to search query. Similar to a Featured Snippet, an Direct Answer can display if Google thinks the user is seeking an answer even if the search query is not in question format. Direct Answers are clearly displayed in a defined box appearing above or in between the organic results.

There are variety of Direct Answers, some contain text only and others are interactive, such as translation, currency conversion, sports statistics, event and flight information.

Direct Answer Types:
  • Currency Conversion
  • Dictionary
  • Disambiguation
  • Earthquake Feature
  • Flights
  • General Converter
  • Health Feature
  • Info
  • Map
  • Nutrition
  • Related Questions
  • Sports
  • Stock
  • Translation
  • Weather
  • WhenIs
The Currency Conversion feature provides currency exchange rates along with a convenient calculator. Users can select the currency of two countries, enter an amount in one country's currency field and the conversion automatically generates the answer. This type of Direct Answer also displays the conversion trends between the two selected currencies.
The Dictionary Box provides users with the definition of a word, along with its form, syllable breakdown, phonetic pronunciation, and sometimes an audio clip of the word's pronunciation. The Dictionary Box can be expanded by tapping the arrow at the bottom to reveal the word's origin, a translation option and a graph displaying the commonality of its usage over time.
When a search query relates to more than one entity, Google may display a Disambiguation box labeled "See results about" to provide the user with options that may help further refine the results.
There are multiple types of Flight Direct Answers that provides a variety of flight information including competitive airline pricing, flight duration, departure and arrival times and in-flight status with ETA and gate information. Most Flight Direct Answers are interactive with options for specifying airports, airlines, dates and times.
The General Converter enables conversion between various units of measurement. A menu offers measurement categories such as length, temperature, volume, etc. With a category selected, custom values can be converted from one unit of measurement to another.
An Info Box offers brief information on a specific topic, often directly answers a query's question. In addition to providing summary information, an Info Box may include links to related information, but does not usually directly link to a page that appears on the search engine results page.
A Map Box presents geographic information related to a specific address or establishment. This feature includes directions, website link, tap to call options (when available), full address and an expandable section with more information about the location. Tapping Directions provides various route options, modes of transportation and schedules that can be used to navigate to the destination from current location.
When a query is related to the nutritional content of a food, Google may display its Nutrition Box. The box presents values for the major nutritional categories found in foods with the option to view the information according to various quantities. Depending on the food associated with the query, brand specific information may be available.
Related Questions presents a series of expandable cards, which fall under a heading that reads, "People also ask." The feature is a presentation of questions other users have asked that are directly related to the original query. A snippet of information, that constitutes an answer to a card's associated question appears upon its expansion. This snippet is accompanied by a link to the site that provided the information, which unlike a Featured Snippet, may not necessarily be displayed on the current results page.
A Sports Box can display in multiple formats that indicate a sports team's upcoming schedule, recent performance, highlights, overall record and standing, etc. Often, more extensive schedule and score information is available by expanding the box.
The Stock Direct Answer indicates a stock's price, as well as trends via the accompanying graph. Presented as well is the stock's performance over various periods of time, such as a day, month, year, etc.
The Translation Box offers automatic translation of a query word or short phrase. The box presents the option to switch between other languages and often provides an audio clip of the word/phrase as it is pronounced in the foreign language.
Displaying weather forecast information, Weather Box indicates localized weather metrics as determined by the search query or by the location associated with a Google account that the phone is logged into. The box presents both current and forecasted weather that includes temperature as well as other key weather factors.
When a search reflects prominently recognizable and significant days or events Google may display the WhenIs Box. The feature presents the date, and when applicable, location of the occurrence associated with a query. For occurrences that span multiple days, the WhenIs Box may present both the associated start and end days.
Similar to the Health Feature on Google desktop results, Google has developed a feature aimed at providing users with quick access to medical information for queries that relate to common medical conditions/symptoms.The feature is a variation of Knowledge Panel and appears above the organic results. Like a Knowledge Panel, the feature presents tappable headings that bring up additional overlay pages. In general, Google's Health Feature includes an overview of the condition, information related to symptoms, and an outline of various treatments. The feature on mobile, like on desktop, makes use of a variety of functionalities that include expandable tabs and carousels.
For queries related to a recent or local earthquake, Google's Earthquake Feature provides a map that indicates the quake's epicenter and reach. Included above the map is the earthquake's magnitude along with the time it took place. Below the map, Google provides users with a carousel indicating related quakes along with an expandable card which presents recommended actions to take after being in an earthquake. Similar in appearance and functionality to a mobile Knowledge Panel, the feature appears above the organic results.

Page One Extras - Mobile



  • Ads
  • AMP (Accelerated Mobile Page)
  • App (Box)
  • Discover More Places
  • Google for Jobs
  • Google Posts
  • Images (Box)
  • Local Pack
  • News (Box)
  • Related Search
  • Rich Cards
  • Things to Do
For any given query an ad, or a series of ads may appear. Ads resemble organic results in many ways as they appear with a blue link to a site that sits above a URL, but are the result of a paid campaign rather than organic ranking. Tapping on an ad directs a user to the advertiser's associated website, much like tapping on an organic result does.
AMP pages are those that have been optimized according to the guidelines of the AMP project, which aims at optimizing web pages for greater and more efficient mobile performance. Currently most prominent within news results, publishers who have optimized articles for AMP may have their publications appear within a news carousel with the AMP status indicated via a singular icon.
Should Google determine that a query relates to an operation that is best and/or often serviced via an app or series of apps, an App Box may display. Displaying with a single app or a variety of apps, the App Box, presents applications related to the initial query. Within the feature is information related to the displaying app(s) such as price, rating, etc. Tapping on an app redirects a user to the Google Play store where acquisition of the app is made possible.
For queries that strongly relate to visual content the Images (Box) may appear. The feature appears as a row of various images related to the initial query that is presented under a heading that reads “Images.” The heading serves as a tappable link that directs a user to image results, which can also be accomplished via tapping the “VIEW ALL” heading. Specific images can be enlarged by tapping on the image, and this often results in additional related images being displayed beneath it.
Local Pack, also referred to as a 3-Pack, displays a set of three local establishments related to the original query. Beyond the listing itself, which can include reviews, hours of operation, pricing, etc., a Local Pack pins the listed establishments within a map. The descriptive information attached to listings within Local Pack can take on industry specific formats, website links, tap to call icons and include filtering capabilities.
Displaying news stories within a carousel, a series of cards, or a combination of the two, the mobile version of News (Box) presents news content that is closely related to a query. The feature appears under a heading that reads “Top stories” and, irrespective of display format, includes the name of the publication along with when the article was published, as well as its AMP status when applicable.
Under a "Related searches" heading, the Related Search feature displays search terms that are closely associated to the original query. Each associated, or related search term is presented as an independent card that when tapped opens a new search results page for that specific search term.
Developed as an offshoot of Rich Snippets, the Rich Cards feature is a carousel that displays content in a user-friendly and visually enhanced manner. The visuals within the cards that make up the carousel are supported by ancillary content that may include reviews, when the content was published, etc. The content category of a series of Rich Cards is indicated via a heading that displays on top of the carousel.
A quasi social media element, Google Posts allows entities to place content directly onto the SERP. Appearing within the organic results themselves, the feature lists individual pieces of content (i.e. posts) within a carousel. Tapping on the entity's name found directly above the carousel brings the user to a Google page the contains the full series of posts in chronological order. When an individual post is tapped however, the user is directed to the entity's site that contains the post's full content.
Appearing on the SERP in an expandable box that resembles a mobile Knowledge Panel in its functionality, the Things to Do feature (also known as, Top sights) displays sights/attractions related to the location mentioned in a query. Upon expanding the box, users are shown a full listing of top sights for the location that exists within Google's Travel Guide. Each sight is presented within a card that contains an image of the sight, its name, user rating, and a short description. Tapping on a sight/attraction directly from the main box on the SERP directs the user to the associated Local Knowledge Panel.
For queries that bring up a Local Pack related to eateries, Google may display additional locations at the bottom the SERP. The additional locations are initially presented on header cards that form a carousel. Each card represents a category of eatery that is accented by images of the locations within the category. Upon tapping a card, the specific locations appear in a list of what are for all intents and purposes, Rich Cards.
The mobile version of Google for Jobs contains three job listings related to a query that appear beneath a scrollable filter. Each listing contains the job title, employer, location, the site containing the listing, when the listing was first posted, etc. Expanding the feature causes the full list of jobs to appear. Within the full listings, tapping a specific listing brings up an overlay page that contains a job description, etc. A user can additionally reach the full job listings by tapping on one of the three original results.
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