Today's SERP is more visually varied than it was in years past. In addition to generic search results that simply display the site name and metadata, searches can also return images, shopping suggestions, Tweets, or information cards. Each feature generally fits into one of the following categories:
Knowledge graph features: These appear in a panel or box on the SERP, often on the right-hand side.
Rich snippets: These add extra visuals to a result, like stars in product reviews or photos in news results.
Paid results: You can buy these by bidding on relevant keywords. Paid results will include a label at the top to specify that the result is an ad.
Universal results: These are special results that appear alongside organic ones.