Google is the most widely used search engine in the world, handling billions of searches every day. Whether you’re researching a topic, shopping, checking the news, or looking for local services, learning how to read a Google search results page helps you find accurate information faster.
This guide explains the layout of a Google search results page and what each section means. You’ll learn how to tell the difference between ads and organic results, how filters work, and how to make the most of special features like AI answers and the Knowledge Panel.
What Is a Google Search Results Page?
When you type a word or phrase into Google’s search bar and press Enter, the page that appears is called a Search Engine Results Page (SERP). This page shows a mix of content based on your search.
At the top is the search bar, which keeps your query visible. Just below that, you’ll see a row of filters you can click to view different types of content.
What You See on a Search Results Page
At the top of the page, your search term stays visible in the search bar. Just below it, you’ll see a row of filter options. These filters let you narrow what kind of content Google shows you.
The filters include:
- All (default view)
- Images
- News
- Shopping
- Videos
- More (includes categories like Books, Flights, and Finance)
If you leave the filter on “All,” Google shows a combination of ads, links, summaries, and images
Key Sections of the Google Search Results Page
Example: Searching for the Word ‘Bag’
Let’s walk through a simple example, searching for “Messenger Bag”
- Ads for popular bag brands
- A row of shopping results with product images and prices
- A Knowledge Panel with a definition or related terms
- Organic results for websites about different types of bags
- A Top Stories section if there’s recent news
If you click the Images filter, you’ll see pictures of different bags. If you click Shopping, the page changes to focus entirely on products available for purchase.
Sponsored Results (Ads)
Sponsored results are ads that appear at the top or bottom of the page. Often they will be the first results you will see.
These are marked with the word Sponsored and are placed there because the company paid for them to appear when specific words are searched. They often look similar to regular results but should be viewed as advertisements, not recommendations.
In the above example all the ones in red are sponsored, including popular products. Knowing which results are paid placements helps you decide what to trust and click on.
Organic Search Results
Organic results are the regular website links that Google displays based on how relevant they are to your search. These results include:
- A blue clickable title
- The website address (URL)
- A short description of the page
These links are not paid for. Google’s algorithm ranks them based on how well the page matches your search term. These results are usually more trustworthy than ads because they’ve earned their place through content, not payment. Our example here shows both Reddit links, not paid for, and the New York Times article from 2024 rating the messenger bags. It was more than four links down from sponsored content!
Shopping Results
When your search includes a product, Google may show a row of shopping results. These typically include product photos, prices, store names, and direct links to buy. Clicking the Shopping filter will give you even more product-specific options like brand, material, or price.
- Product images
- Prices
- Store names
- Links to the purchase page
These results appear when Google believes you’re looking to buy something. For example, searching for “messenger bag” brings up a row of products for sale. Clicking the Shopping filter shows even more options, including filters for things like style, material, price, and brand.
Map Pack (Local Results)
If your search includes words like “near me” or a specific location, you may see a small map with local business listings. This is known as the Map Pack.
The listings below the map include:
- Business names
- Ratings
- Hours
- Directions
Clicking on a business opens more information, including contact details and user reviews.
AI-Generated Answers (Search Generative Experience)
Some searches now include a large box at the top with a summary written by artificial intelligence. This is part of Google’s Search Generative Experience (SGE).
AI-generated summaries can be useful, but they are not always accurate. Always scroll down and check the traditional search results if you’re looking for reliable or in-depth information. It’s still your responsibility to verify the answers you find.
That is, it’s on you as the user to do your due diligence to verify the AI results!
Featured Snippets
A featured snippet appears when Google tries to answer your question directly at the top of the page. This might be a short paragraph, list, or table pulled from a website.
These are often helpful for quick facts. Note: Many featured snippets are now integrated into the AI summary (SGE) box.
The Snippet comes from one of the websites listed on the page and is chosen by Google to answer your search quickly. This is helpful when you’re looking for a quick fact or definition.
Top Stories
For news-related or trending searches, Google may show a Top Stories section. This includes news articles with headlines, publication dates, and links to trusted sources. Some stories also include thumbnail images.
If your search is about a current event or popular topic, check this section for the latest updates.
Knowledge Panel
When you search for well-known people, places, or things, Google may display a Knowledge Panel. This panel usually appears on the right side of the screen (on desktop) or at the top (on mobile).
The panel includes:
- A brief description
- Images
- Key facts
- Sometimes, links to official websites or social media pages
The Knowledge Panel provides a quick overview without requiring a click on another link.
Other Sections
People also ask
When you search, especially when you ask a question, you might not find quite the answer you’re looking for. The ‘People also ask’ section of a search results page can be a useful way to narrow down your question.
Also search for
The last thing you’re likely to see on a search results page is a list of alternative searches linked to your search. Again, this can be useful in narrowing down your search.
Why It’s Important to Understand the Different Sections
Understanding each part of the Google search results page helps you make better decisions. You’ll be able to:
- Tell the difference between ads and regular links
- Recognize AI summaries and when to double-check them
- Use filters and features like the Knowledge Panel more effectively
When you know what you’re looking at, you’re less likely to be misled—and more likely to find what you need.
Conclusion
The Google search results page includes many types of content, from ads to AI summaries to standard links. By learning what each section means, you’ll gain more control over your searches and save time finding accurate information. In future posts, we’ll dive deeper into how to evaluate individual results, spot trustworthy sources, and refine your searches using filters like Images and Shopping.
If you’re interested in advanced filters, see Google’s article on Refine Searches
To make your searches mobile and on the go see our previous post “How to Add a Google Chrome Shortcut on the Home Screen”