{"id":34836,"date":"2021-03-23T09:09:32","date_gmt":"2021-03-23T09:09:32","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=34836"},"modified":"2023-07-20T09:55:41","modified_gmt":"2023-07-20T07:55:41","slug":"darwinism-will-help-you-understand-how-googles-modern-rich-serp-evolves","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/darwinism-will-help-you-understand-how-googles-modern-rich-serp-evolves\/","title":{"rendered":"Darwinism will help you understand how Google’s modern, rich SERP evolves"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tDarwinism will help you understand how Google’s modern, rich SERP evolves\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tPeter Schou Svensson\t\t
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\n\t\t\t\t\t23 March 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tGoogle<\/a>\u00a0handles nothing short of 40,000 search queries every second on average. Every day, 15% of the queries processed are ones that have never been seen before. Building search algorithms that serve the most useful results is,\u00a0according to Google<\/a>, a complex challenge that requires ongoing testing. The outcome of this rigorous testing, the presentation of information (search results) in many different formats, can leave marketers frustrated about what to optimise online content towards. While Darwinism is not a solution, it does provide clarification.\t<\/h2>\n\n\n\t\tDarwinism in search\t<\/h2>\n\n\n\t\tEvery SERP is a product that Google is selling to their users, paid for by advertising. Users will stop using the search engine if they don\u2019t find what they are looking for. Therefore, it makes sense that the search engine is keen to deliver the most relevant results, faster and in formats that will help users the most. With some\u00a03,234 improvements<\/a>\u00a0to Google Search in 2018, staying up-to-date seems a daunting task.\u00a0\t<\/p>\n\n\n\t\tCharles Darwin\u2019s theory of evolution suggests that organisms with the strongest and most desirable characteristics are best able to survive and reproduce. In a search context, this translates into: \u2018Organisms (search results) with the strongest and most desirable characteristics (that present information in a way that gives users exactly what they want) are best able to survive and reproduce (will earn a place on the search engine results page (SERP) when the format matches the search intent).\u2019\t<\/p>\n\n\n\t\tSearch results take many forms\t<\/h2>\n\n\n\t\tSeeing 10 plain blue links on a SERP is somewhat of a rare thing these days, though these blue links remain the backbone of organic search listings. They are the baseline to which any rich element is benchmarked. To take the place of a blue link, a rich element has to better present information in a way that gives the user exactly what they want. The probability of a rich element being shown is likely calculated by segmenting historical data.\t<\/p>\n\n\n\t\tWith a basic understanding of how Google\u2019s SERP evolves, you can start to scratch the surface of what search result types that are most frequently repeated.\u00a0Some result types<\/a>\u00a0can be coded for by your website, while others are generated automatically by Google. To make it easier for you to utilize the different result types to obtain increased visibility in organic searches, we have divided the different organic search results into three groups: rich snippets; rich results; and SERP features.\u00a0\t<\/p>\n\n\n\t\tRich snippets\t<\/h2>\n\n\n\t\tRich snippets are plain blue links with additional information displayed. The additional information can be a review or rating from a review website, an FAQ, or detailed product information, including images. Snippets like these are created from structured data (like Schema) and makes the snippet more eye-catching. The additional information may be shown when you add structured data to your site, but no guarantees are given as search history, location and device type are taken into consideration when displaying results for different users. Websites eligible for the same features are also added to the equation.\u00a0\t<\/p>\n\n\n\t\tRich results\t<\/h2>\n\n\n\t\tRich results are versatile in their outlook. Though originated in structured data, these are more visually-enhanced than their rich snippet relatives. These results usually influence an immersive experience or other advanced interaction features. Some organic search types supporting an enriched search experience are job postings, courses and events.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t