The changing face of Google’s search results
Over the last year Google have made many changes to their algorithms as well how how they display results. To better understand search, let me show you a search for ‘coffee’:
GIVE ME COFFEE
Lets look at how results may now be displayed.
The Knowledge Graph is highlighted in orange, the local pack in green, additional search features in red, and the ad in yellow. Let’s take a look at each element.
The Knowledge Graph (Orange)
The Knowledge Graph is Google’s attempt at explaining real-world information, instead of relying upon another website to answer searcher needs.
The Local Pack (Green)
The Local Pack is Google satisfying local and mobile searchers.
Additional SERP Features (Red)
The additional SERP features represent Google’s attempts at creating an overwhelmingly great user experience, no matter what the intent of the searcher. In the case of this search, they pull in publications about coffee and searches related to coffee.
The Ad (Yellow)
The advertisement represents Google’s revenue. Ads are how Google makes money within search.
