Conducting a Google search brings up thousands of results, not all of them organic.

In this guide, we breakdown the different types of Google search results you need to know about, and explain how you can optimise your web content to ensure you’re ranking for them.

1. Google Ads

Example Of Google Ads Search Results

What to know

Google Ads typically appear at the top of search engine results pages (SERP), denoted by the Ad symbol next to the website address. This tells you that the result is paid for by a business.

How to optimise for it

You’ll need to set-up a Google Adwords account and bid on the keywords you want to rank for. You’ll then pay a nominated amount to Google whenever your ad is clicked.

2. Featured Snippets

Example of Featured Snippet Search Results

What to know

Featured snippets are a preview of a web page related to the search query, quite often appearing as numbered lists. The idea is to show just enough content to make the user click through.

How to optimise for it

There are a few ways you can rank for featured snippets.

  • First, include a short summary paragraph that summarises the content.
  • Second, include numbered lists within your content.
  • Finally, include FAQs making sure to use words such as what, where, when, how, and why.

3. Image Pack

Example of Image Pack Search Results

What to know

An image pack is when Google returns its highest-ranking image results relating to your search.

How to optimise for it

Ensure your image file names contain keywords that relate to the image. Also, populate the alt attributes for each image and include an on-screen image caption in your content.

4. Video Pack

Example of Video Pack Search Results

What to know

Similar to an image pack, a video pack is a bank of video results that Google has identified as being among the top matches related to your search query.

How to optimise for it

If you want to rank for video packs, the best thing you can do is set-up a YouTube channel. Make sure you label your videos with an engaging caption using high-traffic keywords that relate to the content.

5. Shopping Pack

Example of Shopping Pack Search Results

What to know

A shopping pack will appear in Google search results when Google thinks the query is related to a transactional item. It will appear as a carousel, with an image accompanied by a product description and price.

How to optimise for it

To rank for Google’s shopping pack results you’ll need to engage with its Google Merchant platform. In terms of optimising your content, Google suggests using high quality images and highlighting important product details.

6. News Pack

Example of News Pack Search Results

What to know

News packs are ‘top stories’ from recognised news outlets, relating to your search query. These appear as thumbnail images accompanied by the story headline.

How to optimise for it

Google will generally give priority to established news sites, but it is possible to appear here. You can apply to be a Google News Publisher (subject to guidelines), and you can also use schema mark-up to communicate to Google’s content crawlers that the page is a news story.

7. Knowledge Panel

Example of Knowledge Panel Search Result

What to know

A Knowledge Panel is the panel that appears on the right hand side of Google’s SERP, most often from a source such as Wikipedia. It includes a wealth of related information, including statistics and images, together with links to related content.

How to optimise for it

To optimise for Google’s Knowledge Panel you need your content to be pulled in by the Knowledge Graph. For this to happen, you’ll need to demonstrate your authority with in-depth articles that order information in the same format as Google displays in the Knowledge Panel.

8. Map Pack

Example of Map Pack Search Results

What to know

A map pack usually appears when your search query is related to a business or service in a specific location. You’ll be presented with a Google Map, showing the relevant businesses’ locations and info about each business, such as its website.

How to optimise for it

To rank for local business searches, you should set-up a Google My Business page and enter the relevant details about your business. Positive customer reviews will also help your business to rank higher, so be sure to encourage your customers to leave Google reviews for your business.

To learn more about SERP rankings and to discover how we can help you target them, please get in touch! We can be reached by email at hello@regencycreative.co.uk or by calling 020 8144 1909