![]() ![]() In the old days of search, when SERPs were just a predictable set of text links, users tended to scan all SERPs in the same way - linearly, starting at the top of the page and only looking at a few of the top results before making a selection. The SERP features clearly signaled that it was providing results about the political faction, not the snake. She added an s to her query, and that brought up a new set of results. In some cases, they include a combination of those elements. They are presented in a card, and may consist of a paragraph, list, table, or a video. ![]() Specifically, users’ mental models for how search and search features work will be shaped by their experience with Google (or with the dominant search engine in their country), so your own site-search features should cater to the expectations created by the big search engines.įeatured snippets are excerpts of site content that summarize an answer to a query. Search on your own website (or across your intranet) will be heavily influenced by search on public search engines due to Jakob’s law of the Internet user experience, which says that people spend most of their time on websites other than yours.To succeed on the Internet, you must know how people use search and how they interact with SERP features, as shown by independent user research. SEO (search engine optimization) is a main source of qualified traffic for most websites.There are two main reasons you should care about the design of these SERP features: Google changes the design of its results page frequently, so the SERP-feature designs you see may differ from the designs covered here, depending on the time of reading. There are more SERP features beyond these three, and Google (and other web-wide search engines) constantly iterates on them. The findings reported in this article come from a series of eyetracking and usability tests conducted from 2016 to 2019. They can direct attention on the results page, help users modify their queries, influence their information needs, and even end tasks on the SERP itself. ![]() These features are heavily used, and they can strongly influence the search process. The SERP feature is an umbrella category of design elements on search-engine results pages (SERPs) in which featured snippets, People also ask and knowledge panels all belong. ![]()
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