What is search output?

Search engine results pages (rendition) are the pages that Google and other search engines show in response to a user's query.

Why is SEO important for search engine results?

Why is search engine rendition important for SEO?

Most people click on the organic results on the first page of an issue and rarely make it to the second page.

This is why everyone wants to rank on the first page of Google. If you are on the second or subsequent pages, you can consider yourself invisible.

Why search engine ranking is important for SEO

However, there are a few reasons why ranking on the first page doesn't guarantee a lot of traffic.

Firstly, most organic clicks come from the first few positions.

Why search engine placement is important for SEO

Second, ads often push organic results lower in the search results.

Third, Google may show other features in the search results that match the query.

Because Google will already answer the question in the output, users don't have to navigate through the search results.

How do I get to the search results?

The output may look different for each query, but it always consists of the same basic blocks:

paid adverts

organic results

search engine performance

Let's take a detailed look at each of these blocks and understand how you can appear in them.

Paid Adverts

Ads appear at the beginning of the search results and sometimes after the organic results.

Why search results are important for SEO

The two types of results are virtually indistinguishable, except that paid adverts are labelled accordingly.

Paid ads work on a pay-per-click (PPC) basis, meaning advertisers bid on keywords and pay Google for each click on their ad. Those that bid higher are usually placed first, although Google also takes into account other factors such as ad relevance and CTR.

Conclusion: if you want to appear in paid adverts, you're going to have to splurge.

Organic results

Since there can be thousands of relevant results, Google sorts them using ranking factors. As a result, the most relevant and highest quality pages usually appear on the first page of the search results.

Google doesn't divulge all ranking factors, but we know some of them.

Conclusion: if you want to appear in organic search results, you need to focus on creating the best and most relevant result for the query. You also need to make sure your pages are optimised for search and Google can index them.

Search Engine Display Features

Search engine placement features display non-traditional results. They can be promotional, organic, or pulled directly from Google's Knowledge Graph.

Although sometimes the purpose of search functions is to generate direct revenue for Google (e.g. through product listings), their main purpose is to provide the user with information directly in the search results and avoid the need to click on a link.

For this reason, search features don't have a significant impact on SEO.

Google hasn't always shown search features in the results. In the last few years, they have started to appear more frequently after Google built their Knowledge Graph and their understanding of search intent improved.

However, getting featured in the results can also increase the number of clicks for your website.

Conclusion: you can achieve showings in some prominence features, but the way you get featured will depend on the type of feature.