#Structured #Data & The
#SERPs: What
#Google’s
#Patents Tell Us
#About #Ranking In
#Universal #SearchThe use of structured data is now increasingly apparent in many aspects of search — but perhaps nowhere is it more evident than in today’s search engine results pages.
Search engine results pages have evolved considerably over the years. We’ve seen a shift from the classic “10 blue links” to an information-rich display that blends many different types of results. In addition to the standard organic search results we all know and love, we’re also seeing knowledge panels, image results, local packs, Google news, and more — each of which has its own unique algorithm for determining placement within these areas.
Google’s shift towards these “blended” search results that include Knowledge Graph-based information has had a marked effect on the search engine optimization (SEO) community. Not only do we need to start incorporating structured data into our SEO strategies, but we need to have an understanding of what factors determine which content gets displayed in different areas of the search engine results pages.
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