Not all content performs equally in search. This chart shows which types show up most often in the SERPs—and where marketers should focus their format strategy.

Essential Statistics

• Blog posts appeared in 29% of top search results.
• Landing pages were next at 27%.
• Category or collection pages showed up 18% of the time.
• Product pages: 13%.
• Videos: 5%.
• Homepages: 4%.
• Press releases: 2%.
• PDFs and other file types: 1% each.
• Miscellaneous (other): 1%.

Key Takeaways

• Blog posts still dominate organic search visibility.
• Landing pages remain a powerful format for high-intent queries.
• Category and collection pages drive e-commerce discovery.
• Videos and non-HTML content types underperform in traditional SERPs.
• Homepages and press releases rarely rank on their own.
• You need a mix of content formats to capture varied keyword types.
• Google rewards depth, context, and content type relevance.

Actionable Insights

• Prioritize blog and landing page production—they appear most frequently in search.
• Optimize category pages with descriptive content and SEO structure.
• Use schema markup and transcriptions to help video content rank.
• Turn press releases and PDFs into HTML-based blog posts for better visibility.
• Map keyword clusters to the content format that performs best.
• Test performance of homepage vs. internal page rankings.
• Use SERP audits quarterly to adjust your content type mix.

Don’t just write content—build the *right* formats. Google shows you what it wants to rank. – Neil Patel