Google continuously innovates by introducing new SERP features to diversify search results and enrich the user experience. Depending on the search query, users may encounter maps, images, videos, questions, and answers, among other elements. It’s crucial to recognize that the appearance and sequence of these SERP features are subject to constant change.
While these ongoing updates and personalized features enhance user experience and benefit customers, they can pose challenges for digital marketers. However, when leveraged effectively, Google SERP features can be a potent tool for SEO and SEM managers.
They enable optimizing content to drive increased traffic, attain better visibility above the fold, enhance user experience, and allocate marketing budgets efficiently to optimize and maximize marketing ROI (Return on Investment).
This article examines the various types of Google SERP features available and underscores the advantages associated with appearing on these features.
Let’s dive in!
What Are SERP Features?
Google’s search results page can display supplemental components, called SERP Features, in response to specific search queries.
As Google moves towards a more user-centric experience that accommodates multiple devices and search intentions, it creates and improves features to give relevant information, making it easier for users to obtain.
These elements are present in a modern SERP environment, as shown below:
Why are SERP features important?
The importance of SERP features becomes evident when considering how they provide enhanced search results that directly address users’ queries within the search engine results pages.
These enriched results offer users quicker access to information, eliminating the need to sift through web pages to ascertain their reliability.
Furthermore, the diversification of SERP formats and features presents opportunities beyond traditional search metrics, offering clear value for brands and marketers seeking to target SERP features. To capitalize on the SERP features as a marketer, knowing the organic search optimization is needed. Digital marketing training can works wonders to gain the necessary SERP knowledge.
But how should we approach them?
a. Driving clicks
Some might express concern that SERP features directly answering user queries could diminish organic traffic to their websites. This concern is valid, as SERP features that aim to fulfill a user’s query entirely within the search results page may indeed lead to a decline in click-through rates to the website.
b. The downside
Cases like that of CelebrityNetWorth.com serve as cautionary tales. When Google started displaying the entire database of celebrities’ net worth in featured snippets, the website experienced a significant drop in traffic, leading to financial repercussions and downsizing.
c. The upside
However, not all outcomes are negative. For many websites, visibility in featured snippets could result in additional clicks, boosting brand awareness and authority.
d. Increased brand awareness
Featured snippets offer an avenue to enhance visibility and raise awareness of your brand. If your website is featured in a top-positioned snippet in the search results, it can draw clicks away from higher-ranking competitors despite lower search result rankings.
Additionally, appearing as an expert in a featured snippet can solidify your brand’s authority and influence.
e. Voice search
Given that a considerable portion of voice search results align with featured snippets, optimizing content for snippets can benefit voice search outcomes. Voice assistants like Google Home and Siri can significantly bolster brand recognition and trust by citing brands.
f. Intent
SERP features provide invaluable insights into user behavior and preferences. By analyzing the SERP features chosen by Google for a particular query, marketers can discern the content formats and types preferred by searchers.
This knowledge informs content creation strategies, guiding decisions on content breadth, visual elements, list formats, and structural considerations.
In essence, understanding and effectively leveraging SERP features can profoundly impact a brand’s visibility, authority, and success in the digital landscape.
11 Most Important SERP Features
1. Featured Snippets
Featured snippets stand out as one of the most significant SERP features. They manifest as boxes appearing at the top of search results, often referred to as “position zero,” preceding the organic listings.
Google extracts the most pertinent segment of text from a website and showcases it above the link, often accompanied by a featured image. This format delivers a succinct response to a search query, eliminating the need for users to click through to access information.
2. Knowledge Panels
Knowledge panels are informational boxes typically found to the right of conventional search outcomes in Google. They commonly present details about individuals, locations, businesses, or other entities along with pertinent background information.
A company can gain from sharing details on its website’s “About Us” page. To enhance visibility and facilitate Google indexing of relevant data, it’s advisable to incorporate information such as the CEO’s details, location, and contact information.
3. Local Packs
Local Packs are an essential SERP feature, particularly beneficial for local businesses aiming to reach potential customers within proximity via Google Maps.
It typically showcase details about physical locations, often integrated with Google Maps’ interactive interface.
For small or brick-and-mortar businesses, it offer significant utility. Businesses increase the likelihood of being featured in this section by providing comprehensive, searchable addresses and potentially positive customer reviews.
4. “People Also Ask” Boxes
The “People Also Ask” section comprises a compilation of questions associated with the initial search query. Clicking on a gray arrow reveals an answer to the question, featuring a brief text excerpt from a webpage, along with the title of the page and a link to it.
As is customary, Google does not disclose the specific criteria for inclusion in this feature. If your page is featured in the Featured Snippet, there is a possibility that it will also appear in the “People Also Ask” section.
Similar to Featured Snippets, identifying pertinent question-based keywords and providing concise answers can enhance visibility. You may increase the likelihood of being featured in this section by experimenting with FAQ markup.
5. Rich Snippets
Rich snippets are additional details displayed alongside a particular search result, essentially serving as SERP features tailored to a specific result within the search engine results pages.
As you’re likely aware, typical Google search results consist of a title tag, a description, and a URL. Rich snippets, however, provide supplementary information that extends beyond these three elements, aiding users in making informed decisions about whether to click on the result or not.
6. Sitelinks
Sitelinks represent a SERP feature showcasing several links originating from the same domain or the homepage of a business.
By distinctly outlining the locations where users can access categorized information they seek, you enhance your likelihood of acquiring this snippet and delivering an improved user experience.
7. Top and Bottom Ads
Google’s search engine results pages typically feature two primary Google Ads slots: One positioned at the very top of the page, appearing above the organic results, and another located at the bottom of the page.
According to data from Wordstream, the average click-through rate (CTR) for a Google ad stands at approximately 3%. Therefore, ads certainly influence organic CTR, albeit to a lesser extent compared to Featured Snippets.
8. Top Stories
Top stories are SERP features that showcase trending or most current news items or headlines from a variety of sources. They display connected headlines, allowing visitors to go straight to the news content.
For organisations that want to be industry thought leaders, presenting the most recent news or hot subjects on a specialised blog, podcast, or video network can help them garner attention from a market-specific audience.
Pro Tip: Use smart judgement and present information based on facts. It is preferable to report on something supported by data and respect than to disseminate misleading information and perhaps biassed remarks.
9. Video Carousels
Video carousels are collections of video results (often from YouTube) that display in the results.
This used to be a static list of three results. However, you may now click the small arrow button to view further video results (up to ten in total).Google does not provide video results for the majority of search searches.
(In actuality, SEMrush believes that just roughly 6% of searches get video results).
However, video carousels are crucial since they occupy a large portion of SERP real estate. Additionally, they frequently appear at or near the top of the page. This makes people more inclined to click on them.
10. Twitter Cards
Google indexes Twitter. When you search for anything popular on Twitter, they usually display you a Twitter card. They also display Twitter cards when you search for certain entities (such as individuals or brands).
As you can see, Google isn’t simply providing a link to someone’s Twitter account. It is an interactive SERP feature that displays a list of the user’s most recent tweets.
11. Image Packs
An image pack is a collection of photos that Google includes in its search results. (Those photos are from Google photos).
In other words, Google recognises search queries in which consumers wish to view a collection of photographs. Sometimes some questions are clear (such as “pictures of cars”). But other times, Google can determine which searches should include an image pack based on user behaviour. This is why image SEO is so crucial.
Conclusion
Google’s search engine results pages have evolved significantly over the years, incorporating various features and elements to provide users with the most relevant and informative search experience.
From rich snippets and knowledge panels to featured snippets and image carousels, these SERP features aim to answer users’ queries more efficiently, reducing the need to click through to individual websites.
It is important for businesses, marketers, and website owners to keep up with the latest SERP features and optimize their online presence accordingly. Understanding and using these features allows them to improve their visibility, and user engagement, and, ultimately, provide more quality viewers to their websites.
The impact of each SERP element varies by company specialty, and you must monitor Google ranks and features for the most significant queries to assess it.
Those listed above are not the only SEPR functionalities restricted by Google. And it appears that Google will not stop there, but will continue to modify the SERP, making it more beautiful and informational.
FAQs
1. What are SERP Features?
SERP (Search Engine Results Page) features are special elements that Google includes in its search results to enhance the user experience. These features often appear alongside traditional organic results and provide users with direct answers to their queries without needing to click through to a website.
2. How do images appear in Google search results?
Google can display relevant images at the top of search results for queries where images would be helpful. Users can then click to view the images within Google’s image search. Having high-quality, relevant images on your pages can increase the chances of them showing up in image results.
3. How do SERP features affect SEO?
SERP features may affect SEO in a variety of ways. They may boost click-through rates, raise visibility, and build authority. They can, however, impact organic traffic if visitors get the information they need directly on the SERP rather than navigating through to a website.
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