Google SERP Features: A Complete Guide!     

Last Updated on 17/12/2024

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 of 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, diversifying SERP formats and features presents opportunities beyond traditional search metrics, offering clear value for brands and marketers seeking to target SERP features. Knowing organic search optimization is needed to capitalize on the SERP features as a marketer. Digital marketing training can work 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 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 adverse. For many websites, visibility in featured snippets could increase 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 rankings.

Additionally, appearing as an expert in a featured snippet can solidify your brand’s authority and influence.

e. Voice search

Since many voice search results align with featured snippets, optimizing content for snippets can benefit voice search outcomes. By citing brands, voice assistants like Google Home and Siri can significantly bolster brand recognition and trust.

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.

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 at the top of search results, often called “position zero,” preceding the organic listings.

Google extracts the most pertinent text segment 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 and 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 showcases details about physical locations, often integrated with Google Maps’ interactive interface.

It offers significant utility for small or brick-and-mortar businesses. Businesses that provide comprehensive, searchable addresses and potentially positive customer reviews increase their likelihood of being featured in this section.

4. “People Also Ask” Boxes

The “People Also Ask” section compiles 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 page’s title and a link. 

As is customary, Google does not disclose the specific criteria for inclusion in this feature. If your page is featured in the Featured Snippet, it may appear in the “People Also Ask” section.

Like Featured Snippets, identifying pertinent question-based keywords and providing concise answers can enhance visibility. Experimenting with FAQ markup may increase the likelihood of being featured in this section.

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 beyond these three elements, aiding users to decide whether to click on the result.

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 the 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 at the top of the page, above the organic results, and another at the bottom. 

According to data from Wordstream, the average click-through rate (CTR) for a Google ad is approximately 3%. Therefore, ads certainly influence organic CTR, albeit somewhat less than Featured Snippets.

8. Top Stories

Top stories are SERP features that showcase trending or most current news items or headlines from various sources. They display connected headlines, allowing visitors to go to the news content.

For organizations that want to be industry thought leaders, presenting the most recent news or hot subjects on a specialized blog, podcast, or video network can help garner attention from a market-specific audience.

Pro Tip: Use wise judgment and present information based on facts. It is preferable to report on something supported by data and respect rather than disseminating misleading information and perhaps biased remarks.

9. Video Carousels

Video carousels are collections of video results (often from YouTube) displayed 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). Google does not provide video results for the majority of search searches.

(In actuality, SEMrush believes that roughly 6% of searches get video results).

However, video carousels are crucial since they occupy much 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 specific entities (such as individuals or brands).

As you can see, Google isn’t simply providing a link to someone’s Twitter account. This interactive SERP feature 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 recognizes search queries in which consumers wish to view a collection of photographs. Sometimes, some questions are straightforward (such as “pictures of cars”). However, at other times, Google can determine which searches should include an image pack based on user behavior. This is why image SEO is so crucial.

Conclusion

Google’s search engine results pages have evolved significantly, 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 website viewers.

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. High-quality, relevant images on your pages can increase their chances of appearing 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.