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What is Parsing?

Parsing for SERP API is the process of transforming a raw HTML response into a structured JSON with fields and values of data. This advanced parsing functionality is supported specifically for Google & Bing. When parsing is activated, data from SERP HTMLs are further structured into usable fields and values (such as, rank, link, title, description, rating, and dozens more fields) enabling you to monitor competitor SERP rankings, analyze keyword trends, and gather valuable market insights.

Send a Basic Parsed Request

The following is the simplest GET parsed request with SERP API using either brd_json=1 OR brd_json=html:
Parsing is supported for both Google and Bing search engines
The above request is a synchronous request (the response is received in real-time). If you are looking to send an asynchronous parsed request see here.

Basic Request - Breakdown


Expected Parsed Output when using brd_json=1

The following is the exact JSON response received when sending the request above:
Next, we will examine a number of the important fields within the parsed JSON data to understand the type of structured data we have to offer.

A Comprehensive Guide to SERP API

At the top of the JSON response, you can find the general field which contains details about the search you ran and also includes the “results count” from the response.
General-Field
The following fields can be found in the general field

Starter fields to know

Explanation of other fields

Rank-Field
When your search terms are inaccurate, Google suggests other search terms, which will show under the spelling field.Subfields:
Spelling-HTML
Some of the components within a SERPs can include the reviews and rating fields
Rating-Reviews-HTML
Some SERP results could include site sub-links (AKA site links) that are displayed as a vertical or horizontal list
Vertical - marked with extended:true
Extensions-Vertical-HTML
Horizontal - not marked with `extended:true`
Extensions-Horizontal-HTML
Main search results are called organic results and are located in the organic json node.
Orgranic-HTML
There are four different locations for ads within a SERP and each are parsed separately:
By default, SERP API displays “organic” adds (based on IP location and cookies, etc). If you wish SERP API to display ads in different ways (incognito, adtest) you can change this in your SERP API zone on the control panel.
Top-Ads-HTML
Top-PLA
Jackpot-PLA
Bottom-Ads
The people_also_ask section includes questions Google automatically generates based on queries it believes are related to your question.

answers

In a SERP, the PAA box questions are connected to answers that users can click to read. This can help people better understand their initial question without clicking on other results. Each question here has its answer under the “answers” element.
People-Also-Ask-HTML
Videos-HTML
Twitter-HTML
Top-Stories-HTML
Provides a brief overview of the searched topic in a knowledge panel (desktop- on the right side, mobile - at the top)
Knowledge-HTML

widgets

When searching for food items the SERP might contain also recipes
Recipes
Relates to the Google maps displayed in a SERP.

snack_pack_map

This map part is displayed in the JSON and includes the coordinates of the map location.
Snackpack-Map-HTML

snack_pack

If the map includes pins of specific locations, the JSON will include a snack_pack field for each location with additional details like open hours, contact details, tags etc.
Snackpack-HTML
Flights-HTML
Bright Data’s SERP API makes it easy to collect hotel data, like prices, availability, reviews, and more.Here’s how to collect the data from the hotel knowledge graph using Google Search and how to get even more details from the hotel page on Google Travel.When you search for a hotel using Google Search, its details and reviews appear in the resulting knowledge graph on the right.
Hotels-HTML
Setting arrival and departure dates along with the number of guests lets you see and compare some of the hotel’s prices.With SERP API, you can set these fields to collect different price combinations using dedicated parameters.
Hotels-Availability
The SERP API also lets you target the hotel page in Google Travel, where you can find more prices and search by more parameters (including arrival and departure dates, the number of adults and children, the children’s ages, and whether or not it has free cancellation) to collect more price combinations. Go to the API Guide to learn more.
Pagination-HTML
Pagination indexes can be found in the bottom JSON section: