SERP Features
14 terms in this domain · show all 220
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Knowledge Graph
The Knowledge Graph is Google's structured database of entities — people, places, organizations, things — and the relationships between them. Launched in 2012, it powers knowledge panels, the entity disambiguation layer in ranking, and increasingly the grounding for AI Overviews.
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Knowledge panel
A knowledge panel is the entity card Google displays on the right side of desktop SERPs (or top on mobile) for queries about a specific person, place, organization, product, or thing. Powered by the Knowledge Graph, it aggregates facts from Wikipedia, Wikidata, structured data, and licensed feeds.
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People Also Ask (PAA)
People Also Ask (PAA) is an expandable question box on the SERP showing related questions with collapsible answers. Each click loads more questions dynamically, sometimes infinitely. Sources are top-ranking pages — eligibility is roughly the same as featured snippets.
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People Also Search For
People Also Search For is a related-queries box that appears under a search result when a user clicks through and then returns to the SERP. The box shows alternative queries Google thinks better match the user's intent. Often called "pogo-stick" behavior because the user bounced.
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Shopping results
Shopping results are the product listings on the SERP, mixing paid Product Shopping ads with organic shopping listings. Ads pull from a Google Merchant Center feed. Organic listings pull from the same feed plus product schema on indexed pages — opt-in to free listings is required.
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Site links
Site links are the indented sub-page links Google shows beneath a top result, most often for branded or navigational queries. Up to 6-10 links can appear in expanded layouts. Generation is automatic, but you can influence which pages qualify and demote ones you don't want.
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Things to know
Things to Know is a SERP feature that displays expandable subtopics for broad queries, introduced in 2022 and powered by Google's MUM algorithm. Each subtopic expands to show related aspects of the query. Many implementations are display-only — the subtopics aren't clickable.
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Top stories
Top Stories is the news carousel that appears on the SERP for queries with news intent or freshness signals. It rotates a handful of recent articles with publisher logos and timestamps. Eligibility requires inclusion in Google News and meeting technical and editorial signals.