Search engine results pages – also known as SERPs – are comprised of paid and organic results. Organic results are unpaid (natural) results that are deemed the most useful according to the search engine.
The organic results are typically found below paid results. The make up of these results vary according to many things, including the search term and device used.
They can include a Local Pack (with a link to a Local Finder), particularly for searches with local intent, a Knowledge Panel as well as the regular organic listings which you’ll be familiar with (see screenshot above).
The search engines have developed algorithms to establish which content is most useful to display in the organic results. These algorithms have been developed to the extent that they can understand when a search has local intent, and deliver results that are most appropriate.
For example, if someone is searching for [car park] from a mobile device, the search engine makes the assumption that the searcher is most likely looking for a car park close to their location at that point in time, and delivers results closest to their location by default, in a useful Map map (Local Pack) so they can get directions if required.
The organic results are influenced by many things, and differ from one location to another, as explored in this article.