What are the different parts of a Google results page?
A Google results page mixes paid and earned parts. Ads are paid and labeled, and Google says it shows none for most searches. Map results, AI Overviews and the ordinary text results are earned: Google says no one can buy better placement in its unpaid results, and that there is no way to pay for a better local ranking. Which parts appear, and how they look, varies by search, device and place.
The parts at a glance
| Part | What it is | Paid or earned |
|---|---|---|
| Ads | Labeled ad sections, shown only when Google judges them relevant | Paid |
| Local results | Nearby businesses, on Google Maps and in Search | Earned |
| AI Overviews | An AI-written summary with links, on some searches | Earned |
| Text results | A result based on a page's text, once called the plain blue link | Earned |
| Image and video results | A result based on an image or video on a page | Earned |
The paid part
Ads are paid and labeled, and the related answer on whether Google Ads help your free rankings covers how Google separates them from everything else on the page.
The earned parts
Local results: Google's Business Profile help says customers searching for a business near them find local results on Google Maps and Search, and that "There's no way to request or pay for a better local ranking on Google". The related answer on what a Google Business Profile is covers the listing behind them.
AI Overviews: Google's guide for site owners says they are designed to show on searches where they add something beyond what people already get, and that there are no additional requirements to appear in them. The related answer on AI Overviews and AI Mode describes both.
Text results: Google's gallery of results-page parts says a text result was formerly known as a "web result" or "plain blue link". Google's overview of Search adds that it does not accept payment for result rankings.
Why no two pages look the same
Google's gallery says how the parts look can change over time, and that a result can look different on a desktop or a phone, in another country or language, and with many other factors. The related answer on why results look different for you and your customers explains why your own phone is a poor test.
As general advice, when a seller shows you a results page, ask which part they are talking about: a paid ad stops when the payment does, and an earned place cannot be bought.
Sources
- Google, "How ads work on Google Search" (How Search Works)
- Google Business Profile Help, "Tips to improve your local ranking on Google"
- Google Search Central, "AI features and your website" (updated 2025-12-10)
- Google Search Central, "Visual Elements gallery of Google Search" (updated 2026-02-04)
- Google, "What Is Google Search And How Does It Work" (How Search Works)
Related answers
- Does paying for Google Ads help you rank higher in the free results?
- What are Google Local Services Ads, and are they worth it?
- What is a Google Business Profile, and does a service business need one?
- What are Google's AI Overviews and AI Mode?
- Why do Google results look different on your phone than on a customer's?
- What is the difference between SEO and SEM?
SEO for service businesses
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