The Anatomy of a Search Engine Results Page — And How To Get Your Business In Each Section

When most contractors think about Google, they imagine it’s just a list of links. But if you take a closer look, you’ll see there are multiple layers—each offering a different opportunity to be seen by potential customers.

If you're only aiming for one spot in the search results, you're missing out on the full picture—and leaving leads on the table.

This breakdown of the Google Search Results Page (also called a SERP) shows you every place your business can appear—and more importantly, how to earn those spots.

1. Google Local Services Ads (LSAs)

Local Services Ads show up right at the top—with a green “Google Guaranteed” badge that builds trust with searchers.

It’s the first thing users see. These ads are trusted by homeowners because of the guarantee badge. Highly visible and highly convertible. But they’re also competitive—and require background checks and a strong review profile to stay visible.

• Sign up through Google's Local Services platform and pass background checks.
• Set your service area and hours carefully—this impacts visibility.
• Maintain a strong review score (4.5+ is ideal).
• Respond quickly to leads to improve your ranking.

This Local Services Ads for contractors guide can help you get started.

2. Google Ads (PPC)

Paid text ads appear above organic listings and work on a pay-per-click model.

You get to control exactly which services show up and when. Great for driving traffic fast, but it does cost money—without good management, costs can snowball.

• Use high-intent keywords like “emergency HVAC repair.”
• Write clear, persuasive ad copy with a strong call to action.
• Set a daily budget and test different ads regularly.

Looking for help managing your ads? Learn about Google ad management for contractors.

3. Google’s AI Overviews

These are AI-generated summaries that appear before traditional results. They aim to give users quick answers—but they still pull content from real websites.

It’s increasingly becoming a "zero-click" destination. If you’re the content source, you’ll earn massive trust and visibility. That said, you can’t “buy” your way in—Google chooses sources based on content quality and authority.

• Write concise answers to common questions on your website.
• Use headers, lists, and clear formatting.
• Add FAQ schema and How-To structured data.
• Make sure your site loads fast and works on mobile.

4. Google Map Pack (Local 3-Pack)

The map pack shows 3 top local businesses. It’s prime real estate, especially for mobile users.

This is usually pretty solid placement for a contractor. For those types of users who will never click on an advertisement on purpose - this is the first opportunity to be placed organically on the SERP

But only three spots exist, so it is extremely competitive to rank here. Proximity plays a major role.

• Claim and complete your Google Business Profile.
• Post photos and update info regularly to help your listing look visually appealing.
• Use the same Name/Address/Phone (NAP) across all listings - like Facebook, Yelp, BBB - places that you don’t necessarily own but where it makes sense that your business would be listed.
• Ask happy clients for reviews after each job and respond to your reviews, good and bad.

Honorable Mention: Knowledge Panel

I’ve tacked this on here because if someone does a search for your business name and your Google Business Profile and business are well established enough, that search might generate a “Knowledge Panel”.

The Knowledge Panel is basically a fancy way to feature your Google Business Profile information in a box at the top of a mobile search or the top right section of a desktop search.

For contractors and home service pros, the way you show up there is basically a combination of all solid online marketing and branding tactics - and if you can get it to work, it makes your business look strong.

5. Organic Search Results (10 Blue Links)

This is what most people think of when they say “Google ranking.” These unpaid links are influenced by content, site structure, backlinks, and more.

It builds long-term authority. People tend to trust organic results more than ads. But getting here takes time—it’s about quality content and consistent SEO work.

• Create detailed service pages for each service and location.
• Use relevant keywords your customers actually search for.
• Build internal links and aim for fast page speed.
• Consistently add blog content and updates.

6. People Also Ask

These expandable questions pull from high-quality answers across the web.

These show up in almost every search now. If your content gets featured, you’re positioned as a helpful expert—and it can drive tons of mid-funnel traffic. The competition is moderate but growing.

• Answer FAQs clearly in 2–3 sentences on your website.
• Use question-based headers in your blogs and service pages.
• Add structured FAQ schema to improve chances of inclusion.

7. People Also Search For

This section shows up when someone clicks a result and comes back. It provides related terms and ideas.

It helps you tap into related search traffic. It’s not as visible as LSAs or Maps, but it tells you what else your customers are looking for—and helps you shape better SEO and content strategies.

• Use content clusters that link between related topics.
• Cover variations of common service questions.
• Think about what your customer might search before and after hiring you.

Google isn’t just one list. It’s a series of opportunities—and most businesses only try to show up in one or two.

You don’t have to win every section—but you should aim to win a few. Start by locking in your Google Business Profile. Then, expand with helpful content, online reviews, and well-structured ads.

And if you need a partner to help you show up in all the right places, check out our home services business management tools and support.

About Chris Lonergan

Chris Lonergan has over 12 years of contractor marketing experience with Footbridge Media. With a background in web design, print design, content creation, and online marketing, Chris is focused on providing quality marketing and business solutions in the construction and service industries - helping small business owners to more efficiently manage their companies and grow their operations.

Chris Lonergan has previously contributed to and/or been featured in PM Magazine (Plumbing & Mechanical | Contractors x Engineers), theNEWS (ACHR - Air Conditioning | Heating | Refrigeration), Service Roundtable's blog, inPAINT Magazine, the SMB Marketing Agency Show, and the Green Industry Podcast. Chris is also a past SGI/CertainPath breakout session presenter.

About Chris Lonergan