On the right, above the SERP Stats in SERP X-Ray, you may see some icons which vary, depending on your topic. These are SERP features or what Google now calls visual elements. Here are the one’s that MarketMuse tracks.
![Google Visual Elements (SERP Features) Google Visual Elements](https://docs.marketmuse.com/wp-content/uploads/2023/01/Google-Visual-Elements.png)
Here are a couple of things to note about these visual elements.
- Organic — historically called “10 blue links” and “web results,” Google now calls these “text results.”
- Site Links — can appear within an organic listing and are determined by Google.
- Knowledge Card — appearing at the top of the search, this information comes from Google’s Knowledge Graph. They may be mistaken for a Featured Snippet but they’re not labelled as such. Try searching “when was Kalicube founded” to see an example.
- Local Pack — is a map along with businesses listed alongside their geographic location. You’ll see this appear when a search term implies that a searcher is looking for results local to them.
- News — this section appears as “Top Stories” when searching for something that’s getting news coverage.
- Related Questions — formerly known as “People Also Ask,” this is a cluster of questions that are related to what the user initially searched for.
- Twitter — a box with three recent tweets appears when Google feels there’s a relevant Twitter discussion for the search term.
- Knowledge Panel — this appears when searching for entities (people, places, organizations, and things) that are in Google’s Knowledge Graph.
- Adwords (top and bottom) — In countries where Google offers continuous scrolling, Bottom Ads can appear after every 10 text results.
- Featured Snippets — these boxes have the reverse format of a regular search result where the description is shown first, then the URL and title. When a Featured Snippet appears, it’s placed above the organic search results. They are labelled as Featured Snippets.
- Shopping Results — data for this visual element (a carousel) comes from Google Merchant Center and is identified as being sponsored.
- Popular Products — essentially an organic version of Shopping Results. Here too, Google Merchant Center supplies the necessary data.