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The anatomy of search results

SERPs consist of paid search results and “organic” search results, where the organic results don’t contribute to Google’s revenue. Instead, Google delivers organic results based on its assessment of a site’s relevance and quality. Depending on the type of search query, Google will also include different elements on the SERP, like maps, images, or videos.

The volume of ads on a SERP depends on what users have searched. If you were to search the word “shoes,” for example, you’d likely find a substantial number of the top results are ads. In fact, you’ll probably have to scroll down the page to find the first organic result.

A query like this usually generates so many ads because there’s a strong chance that the searcher is looking to buy shoes online, and there are lots of shoe companies willing to pay for a feature in the AdWords results for this query.

On the other hand, if you search for something like “Atlanta Falcons,” your results will be different. Because this search is mostly tied to the professional American football team by that name, the top results relate to that. But it’s still a less clear query. You’ll find news stories, a knowledge graph, and their homepage. These 3 kinds of results at the top indicate that Google doesn’t know the precise intention of your search, but provides quick pathways to learn about the team, read their latest news, or go to their website.

Since there appears to be no purchase intent behind the query, advertisers are not willing to bid for the keyword, so there are no AdWords results.

However, if you change the query to “Atlanta Falcons hat,” which signals to Google that you might be shopping, the SERP results change to feature more sponsored results.