The Anatomy of a Google Search Results Page (Mind Your Own PPC)
- 16 Comment
I thought it would be a good idea to briefly describe the various elements that make up a Google Search Engine Results Page or SERP as it will help later on if you clearly understand what each piece of real estate is all about.
I also decided that there’s no better way to show this than with pictures – so here we go! minimalistic but pretty self explanatory.
(Tip: click on any of the images to view the full size image).
As always, let me know if you have any questions.
The Anatomy of a Google Search Results Page
Below is the Google result page for the search phrase ‘florist melbourne’ – Fairly generic but with a local search / small business intent. Lets see what we got….
(click image to enlarge)
Confused?
What ‘result’ would you click on first? Keep the answer to that question in your head while I break out the various elements below:
Firstly, the Sponsored Links - Ladies and Gentlemen, these are PPC ads!
This is what you can buy via AdWords on a Pay-per-click basis. Quite prominent.
(click image to enlarge)
Secondly, what we call the Google 10 Pack (or 7 in this instance) these are Local, organic listings that Google has deemed most relevant to the ‘local search’ that I performed.
Now I could probably write a whole book on Local search, and I definitely could write many posts on just the Google 10 Pack alone. But as this falls into the SEO for Local Search basket I’ll leave it for now.
(click image to enlarge)
Finally we have the Google Organic results. These are the results that Google has algorithmically determined to be the best match for the given search phrase ‘florist melbourne’.
Heard of SEO people? Search Engine Optimisation? – Well this is what it’s all about. Optimisting your site and you site’s influence onlne to rank highly in the Organic Search Engine Results.
(click image to enlarge)
OK, now that I’ve explained what each element of the results page is, tell me, Which part would you have clicked on? the PPC ads? The Local 10 Pack? or The Organic results?
Interesting Stuff. 
Don’t miss an update, sign-up to the ‘Mind Your Own Pay-Per-Click’ Newsletter and learn how to manage your own PPC!
Sign-up Here!
16 Comments on this post
Trackbacks
-
Byron Bay Holiday said:
another good post, thanks. I would have clicked on the Google 10 pack, if the search was for a local search like florist melbourne.
February 26th, 2010 at 12:39 pm -
Leigh Hanney said:
Thanks Byron Bay Holidays. The 10 pack’s gold for local business. Which is why it’s equally important to think ‘local’ with your PPC ads if you are bidding on keywords with a local intent. Otherwise the chances are that they won’t stand out.
Perhaps I should also show some screen shots of a search result without the 10 pack. maybe I’ll do that in a follow up post.
Leigh
February 27th, 2010 at 12:11 pm -
Byron Bay Holiday said:
Thanks Leigh, that would be great. and how to know when google determines to show the 10 pack & why it is sometimes a 3 pack or 7 pack?
March 2nd, 2010 at 12:30 pm -
IT Support Brisbane said:
Hey Leigh, Looking at a Google local business map, select business names are embedded into the map, rather than just a marker. Do you know what process Google takes to determine which businesses are worthy of being scribed into the map?
March 22nd, 2010 at 8:51 am -
Leigh Hanney said:
Howdy!
Labels / icons in the map layer… Place Rank – or some black box secret sauce!
There have been a few recent developments actually, Sponsored map icons…
http://google-au.blogspot.com/2010/03/turn-left-at-chemist-and-ill-meet-you.html
Problem is, they’re still not overly transparent about how a business can get the ‘free’ grey icon. hopefully more info will come our way.
March 22nd, 2010 at 9:47 am -
IT Support Brisbane said:
cheers Leigh.. It’ll be interesting to see the take up of the sponosred maps & how creative businesses can get using these.
March 22nd, 2010 at 10:24 am -
Byron Bay Resort said:
Leigh I have always wondered how do you get your business name “inscribed” on a map, or is that the secret sauce you are talking about? We are new to this so would love your advice if you have any towards this? Also how do you get to be in the Top 10? Or is this also what you are saying Google is not transparent about? We have just paid to have our website optimised, but seems to me that we also need to get our google Map optimised – is that what people are also doing?
March 28th, 2010 at 2:41 pm -
Byron Bay Resort said:
Leigh I have just read your post from Google “Turn left at the ATM”, sorry I should have read that before I sent you the last comment. My new question is, do you know of a free way to “etch” your business onto a Google Map? This post you linked says that you have to pay to be “etched” onto the map. Is paying for this the plan for the future and do you know if we can get onto the map, now, for free?
March 28th, 2010 at 2:45 pm -
Byron Bay Resort said:
Basically, it’s very frustrating not being able to get into the “Top 10″ box, and not get “etched” onto the map either ! If only we could get onto one or the other, or both !!! for free would also be a bonus!!
March 28th, 2010 at 2:46 pm -
Leigh Hanney said:
Hey Summer Hills, great questions, and probably something I should do a full blog post on soon.
Firstly, and most important – have you claimed your local Business listing with Google? It’s free. This is the most important first step (then you have to optimize your local business listing…) If you haven’t claimed your listing at google local business center do so tomorrow! (www.google.com/local/add).
Also – links/citations from Internet Yellow Pages and other data provider essential.
I’ve also had a quick look at your site. A few tips – you need to get your full physical address ‘readable’ by the engines in your ‘contact’ page (including street number, area code etc.) At present your address is in an image. Not ideal – you also do not have a street address listed. This is not the ’silver bullet’ but everything will help.
Your biggest challenge is Google relates your business to the locale of ‘Bungalow’ eg. #3 for ‘Bungalow Accommodation”.
So very important to to get the links / citations including ‘Byron Bay’ and reviews etc with Byron Bay as the focus…. Hope this helps!
March 29th, 2010 at 7:49 pm -
Bangalow Accomodation said:
Thanks Leigh – great suggestions – I didn’t realise we didn’t have our address setup right ! I will give your suggestions a go. I will comment again if I get stuck. I am new to this
Thanks for always an insightful post.April 13th, 2010 at 5:09 am -
Leigh Hanney said:
You’re welcome! Good luck, and YES, let me know how you go!
I’ve been a bit slow on the ‘post writing’ of late as I’ve been very busy, but I hope to get a few more out soon, so stay tuned.
April 13th, 2010 at 8:01 am -
Michelle said:
Hey Summer Hills, great questions, and probably something I should do a full blog post on soon.
Firstly, and most important – have you claimed your local Business listing with Google? It’s free. This is the most important first step (then you have to optimize your local business listing…) If you haven’t claimed your listing at google local business center do so tomorrow! (www.google.com/local/add).
Also – links/citations from Internet Yellow Pages and other data provider essential.
I’ve also had a quick look at your site. A few tips – you need to get your full physical address ‘readable’ by the engines in your ‘contact’ page (including street number, area code etc.) At present your address is in an image. Not ideal – you also do not have a street address listed. This is not the ’silver bullet’ but everything will help.
Your biggest challenge is Google relates your business to the locale of ‘Bungalow’ eg. #3 for ‘Bungalow Accommodation”.
So very important to to get the links / citations including ‘Byron Bay’ and reviews etc with Byron Bay as the focus…. Hope this helps!
April 20th, 2010 at 2:54 am -
Byron hinterland Luxury said:
Thank you – I await eagerly for your posts
It’s rare that someone writes back like you do – i’ts a refreshing change.April 20th, 2010 at 4:35 pm
[...] the original post: The Anatomy of a Google Search Results Page (Mind Your Own PPC) tags: advertising, gentlemen, google-sponsored, ladies, links, listings, ppc, sponsored, [...]
[...] more from the original source: The Anatomy of a Google Search Results Page (Mind Your Own PPC) Share and [...]