In more detail
The results page has changed a great deal from "ten blue links". Google's visual elements gallery describes the features that can appear, including:
- Text results with a title link, URL and snippet
- Ads, labelled as sponsored
- AI Overviews with links to sources
- Featured snippets answering a question directly
- The local pack of map results
- Image, video, news and product results
- People also ask and related searches
- Rich results such as review stars, breadcrumbs or event dates, often from structured data
Which features appear depends on what Google thinks the searcher wants. A search like "best running shoes" may show products and reviews; "plumber near me" shows a map; "what is hreflang" may show a snippet or an AI Overview. Results also vary with location, language, device and search history.
This has practical effects. Position one in the organic list may sit below several other features, which changes how many people click it. Some searches are answered on the page itself.
Why it matters when hiring an agency
Before choosing keywords, a good agency looks at the actual results page for each. Who ranks? Which features appear? Is there room for a business like yours? That analysis shows whether a keyword is worth targeting and what kind of page could compete.
Ask agencies to show you the results pages for your priority searches, not just a list of keywords and volumes. And be wary of anyone guaranteeing a position, because the page itself changes constantly. Our guide to spotting fake SEO guarantees explains why.