If you type any query into Google, you’ll get thousands of results displayed in a variety of ways on the results page (SERP). Despite the fact that Google has been improving the structure of its search results for several years, many are still confused about the differences between the numerous ways Google shows information in the SERPs. Here’s a rundown of the most prevalent search result formats, as well as the major considerations that website owners should make when determining which ones are most relevant to their digital marketing strategies in Kolkata, India.

Organic Results

What exactly are they?

The original listings that reveal relevant pages for a particular search are known as organic search results. They are ranked based on Google’s search algorithms, which determine page relevancy for a given query. They appear below advertisements and local results.

These search algorithms, according to Google, consider a variety of factors, including the words in your query, the knowledge of sources, the relevance and usability of pages, and your location and settings. It is not necessary for businesses to pay Google to appear in these results.

Who uses them?

Organic search is the most inclusive type of search, encompassing almost everything. Anyone who operates a website and wants their content or brand to be found on the internet should try to appear in organic search results, said a senior executive of a digital marketing agency in Kolkata, India.

How should you begin?

Your website must follow search engine optimization (SEO) best practises in order to boost its organic ranking. Publish content on pages using semantic markup, descriptive page titles, headings, and highly relevant content for a specific topic that are correctly optimised for search.

Sponsored Results from Google Ads

What do you mean by Google Ads?

Sponsored results, also known as Google Ads (formerly AdWords), show at the top and bottom of the SERPs. These results appear to be similar to organic results, but the green Ad logo in front of the website link distinguishes them. Google Ads are essentially paid-for sponsored search results, whereas organic results are chosen by Google and are not paid for.

Who makes use of Google Ads?

For-profit businesses have always used advertisements to reach out to their target audiences, create leads, and close purchases. The advertising can target people not just based on keywords, but also by geographic area, making them useful for local, national, and worldwide businesses.

How to start?

You’ll need a Google Advertising account to run ads for your business (or a Google Grant application for non-profits). You may then create ad campaigns to target specific keywords and establish your budget constraints. You will be charged a predetermined amount each time a user clicks on your advertisement. In order to increase your return on investment, it’s critical that you set up your campaigns according to Google Ads management best practises.

Local Results

What exactly are they?

When a person looks for a business in a certain location, local results emerge. When a user searches for “barber shop” or “barber shop near me,” for example, Google will try to show businesses that provide that service in the searcher’s region depending on their location. This is particularly important for people who conduct searches on their mobile devices.

Which companies make use of them?

A local search result listing will assist traditional brick and mortar businesses considerably because it will provide visibility to people looking for items and services in their region of operation.

Where do you start?

Being found in local search results is an excellent approach to gain new customers. Simply create a Google My Business listing, as described above, if you want your business to appear in local results. To improve the likelihood of appearing in local searches, make sure all of your company’s information is comprehensive and accurate.

Other Search Options on Google

In addition to the prominent search result categories listed above, other Google search opportunities for content publishers include:


A featured snippet or answer box, is a block that shows at the top of a SERP for searches that begin with “what,” “who,” “when,” “why,” and similar terms. The block also includes the title of the snippet source page, as well as a brief summary that answers the search question in the form of a paragraph, numbered list, bulleted list, table, or YouTube video.

Images and video

In addition to typical page content links, search results for relevant search queries frequently include photos and video, and Google, of course, offers alternatives for conducting media-specific searches.


If you’d want some help deciding which Google search techniques to prioritise for your company, or if you need help launching a new search campaign, please contact Digital Googly, one of the top digital marketing companies in Kolkata, India.