Understanding the Search Engine Results Page: One Screenshot at a Time


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The analysis of search engine results is a critical component of the SEO professional’s role. But good analysis requires a thorough understanding of the specific components of a search engine result listing. As Google technology continues to innovate, the depth of information found in the search engine results page (SERP) has certainly expanded.

We often get asked why various experiences and information gets displayed in the search engine results for keyword targets. Fortunately, Google Webmaster Tools offers an interactive landing page for marketers to better understand the components of search engine results commonly found Google SERPs.

Google Search Results

Here is a quick rundown of some of the common elements B2B marketers should be aware of in their evaluation of SEO performance.

Search Result Title

This information is most commonly influenced by the HTML title of a web page; hence why we recommend concise and unique HTML tagging on all web pages, targeting applicable keyword information.
SERP Search Title

HTML Title Best Practices

  • We recommend titles no longer than 70 characters since that is the amount of character space allocated in Google search results.
  • We find it ideal to include the primary keyword target of the web page at the beginning of the HTML tile when possible.
  • We recommend including the brand name at the end of the HTML title

Additional recommendations on HTML Title tags can be found here and here as well.

Search Result Description

A properly crafted meta description can often be seen in the search engine results description element. While meta descriptions do not directly influence search ranking, a well crafted meta description should positively influence click thru rates when a web page appears in search results for targeted keyword phrases.
SERP Search Description

Meta Description Best Practices

  • We recommend titles no longer than 160 characters since that is the amount of character space typically allocated in Google search results.
  • Avoid using generic, universal meta description data across web page properties.

Additional recommendations on Meta Description tags can be found here and here as well.

Search Result Site Links

Webmaster Tools indicated that sitelinks are generated algorithmically depending on the website and the search engine query and while site owners cannot “activate” sitelinks, they can restrict navigational elements from appearing via Google Webmaster Tools.
SERP Site Links

Concise site navigational architecture (IE, clean, easily parsed HTML code) appears to be an important element in developing appropriate sitelinks, should Google deem appropriate for display. I also tend to believe brand development is another important component, albeit highly subjective in terms of valye identification.

Search Result URL Information

While a pretty straight forward factor in search result display, URL information can more clearly be defined through the implementation of domain canonicalization and the implementation of the REL Canonical tag on individual web pages.
SERP URL Information

Similar to sitelinks, marketers cannot directly change the URL information found in these results but can seek to refine keyword focus within a website through internal cross-link adjustments and copy enhancements.

Search Result Rich Snippet Information

The more common rich snippets Google Webmaster Tools provides example for (see below) are not as commonly used by B2B marketers with the possible exception of the breadcrumb trail element (however B2B marketers running B2B E-commerce sites or active in event marketing should take notice).

At a higher level B2B marketers should pay closer attention to recommendations found in Webmaster Tools Rich Snippets optimization section and Schema.org since the library of microformat opportunity is continuing to expand. For example, we have already seen microdata implementation have a positive impact in Google+ sharing optimization.

Event Snippets
SERP Event Snippets
Breadcrumb Trail
SERP Breadcrumb Trail
Product Snippets
SERP Product Snippets

Search Result Authorship Information

The one area of rich snippet information all B2B marketers should be concerned about implementing is Authorship. A successful authorship integration helps differentiate a B2B organization’s message in search engine results and provide further opportunity to build brand awareness.
SERP Authorship Snippet

Two articles with instructions on how to implement Google Authorship Markup can be found here and here but I would also recommend following articles in the Google Authorship category on Search Engine Land, since updates and changes to Google+ can be rather frequent (and often difficult to follow).

NOTE: Google Webmaster Tools also provides brief insight into the “Search within a Site” element but we tend to find that type of search behavior very difficult to attain and less applicable for most B2B websites.

Even More SERP Examples

Unfortunately, the examples above only compile information specific to traditional search engine results and Google does include the impact of local results, blended search elements, knowledge graph, or personalized search information.

Blended search experience can have a considerably adverse impact on B2B SEO performance if not carefully considered. For example, we have seen diagrams and graphs often appear in an “Image Results” section of search results when the query is much more conceptual in nature (potential examples here and here)

SEO Professionals and B2B Marketers should review Dr Peter J Meyers presentation, “Beyond 10 Blue Links: The Future of Ranking“, which provides a much more comprehensive set of SERP examples and tackle the additional search experiences previously referenced.

Bottom-line, there is more to search analysis than just positioning. Understanding how the specific elements of search results can be impacted, to improve performance regardless of position, is just as important.

Republished with author's permission from original post.

Derek Edmond
As a part of the team of Internet marketing professionals at KoMarketing Associates, Derek focuses on developing online marketing strategies - search engine optimization, search engine marketing, and social media - for clients, ranging from small start-ups to Fortune 500 companies. As Managing Partner of KoMarketing Associates, Derek leads strategy, direction, and growth of the organization.


  1. Thanks for the great article – I dooo however have a question in that when you look at Google and someones ranking in the map listings – does Google show you the closest people to you or are those organic rankings? Thanks

  2. All good information here, that too few websites are actually following. I particularly liked your comment “We recommend including the brand name at the end of the HTML title” – I’ve been thinking this one over for a while now and (especially with longer brand names) struggle to think of the best way to incorporate the brand name into the title tag.


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