What are SERP Features: In-depth Guide!

What are SERP Features?

SERP features are distinct results on Google’s search engine results pages (SERPs) that appear outside of typical organic listings, such as Rich Snippets, review stars, highlighted snippets, the People Also Ask component, and information panels.

SERP features are intended to deliver more relevant and valuable information to users, hence improving their search experience.

Here’s an entire list of SERP characteristics you could encounter on Google:

  • Featured Snippet
  • FAQs
  • Google Ads
  • Google Flights Block
  • Hotel Pack
  • Images
  • Job Listings
  • Knowledge Panel
  • Local Pack
  • People Also Ask
  • Related Searches
  • Reviews
  • Rich Snippets
  • Shopping Ads (Product Listing Ads)
  • Sitelinks
  • Top Stories
  • Twitter
  • Videos

Furthermore, Microsoft’s search engine, Bing, has its own SERP and AI-powered SERP features.

Let’s Take Look at Some SERP Features

a. Featured Snippet

Featured Snippets might appear above the standard organic results. This is also known as “position zero” in the rankings.

Google’s Featured Snippet highlights a section of text or video from a website to offer a succinct, direct response to the user’s inquiry.


Featured Snippets always link back to the domain from where the content is sourced. However, unlike in ordinary organic search results, the link appears after the rest of the content.

This SERP feature is common for questions concerning persons, events, scientific information, sports, conversions, mathematics, color selection, and so on.

Sometimes highlighted snippets appear in the shape of a widget, such as if your search term is “weather” or “convert inches into centimeters.”

b. People Also Ask (PAA)

People Also Ask (PAA) refers to questions that Google creates based on searches it deems are relevant to your query.

The PAA box inquiries link to responses that consumers may read on Google SERPs. This can assist folks in better understanding their initial inquiry without clicking on more results.

people also ask

This feature generally begins with a series of four questions. However, it can extend and deliver brief replies similar to a highlighted snippet.

Related questions can appear anywhere on a SERP, although they are typically seen around the top of the page, generally under the Featured Snippet. When you click on the result of a linked inquiry, you will be sent to the page where the solution is available.

c. Knowledge Panel

Google employs a knowledge panel to offer a fast summary of people, places, or things. It frequently contains important dates, a brief explanation of the topic, and some photographs. The panel shows at the top right corner of desktop search results and at the top of mobile results. 

knowledge panel

The Knowledge Graph drives Google’s knowledge panel, a database that collects broad factual information from sources such as the CIA World Factbook, Wikipedia, and millions of queries every day. 

d. Sitelinks

Sitelinks are special links that Google displays underneath the webpage results. Google uses these links to assist users in rapidly getting to a certain section of a website. It is usually displayed on pages where Google understands the navigation system. 

site links

For example, if a user searches for a bank, the sitelinks under the bank’s main URL may provide shortcuts to sites such as “online banking portal,” “find bank locations,” and “contact us.”

In addition to the added connections, your website can include a Sitelinks Search Box. If you properly incorporate structured data, it may be powered by your website’s internal search engine. 

e. Image Pack

It appear when Google believes that visual content will contribute to a more complete results page. 

image pack

It may show as a row or block of similar photos inside organic results. Clicking on a result will lead you to the “Images” search tab, from which you can only access the image’s hosting website. 

f. Local Pack

A Local Pack appears in SERPs when a query contains local service, local intent, or a geographical term, such as “coffee shop near me” or “best pizza near [insert city here].” These results include companies around your current location. 

local pack

The Local Pack appears at the top of a SERP under the AdWords results, however it may occasionally fall below the organic links.

A Local Pack generally contains:

  • A map with places and pins
  • A five-star grading system for each location
  • Three search results (some of which may be advertisements)

Clicking on a business symbol will take you to the Google Business Profile listing, which has more extensive information about the firm, such as: 

  • Working hours
  • Phone numbers
  • Pictures
  • Q&A
  • Popular times
  • Reviews
local pack

60% of smartphone users have called a company straight from the search results (for example, the “click to call” feature).

Much of the Local Pack’s search results data is derived from GBP. Having total control over your GBP profile allows you to view and manage this data. 

g. Video

A video SERP element relating to a search query shows on a SERP alongside organic results. 


This SERP feature may lead to a video hosting site such as YouTube, Vimeo, or a webpage with an embedded video.

h. FAQs

For inquiries that ask questions or use the phrase “FAQs” directly, the FAQ drop-down lists appear in organic results. 


To incorporate this feature in your page’s results, mark up your content with the FAQ schema. 

Benefits of Using SERP Features

When your page ranks for SERP features, it may greatly increase organic traffic to your site. As a consequence, you’ll increase engagement and conversions by directing visitors to appropriate pages on your site.

SERP features add a visual aspect to Google SERPs that your competitors may not be using. As a consequence, your website will get more internet visibility, making it easier and faster for users to locate it. 

SERP feature ranks are also an efficient technique to boost your site’s authority and trustworthiness because Google recommends it.

Overall benefits include:

  • Increased organic traffic.
  • Increased internet presence.
  • Increased brand credibility.
  • Drive more conversions.
  • Rise above your competitors.
  • Reach your intended audience.

Final Thoughts

Creating a well-optimized site that promotes clicks and interaction is critical to the success of both the website and the business.

Having the correct tools for analyzing SERPs and their characteristics will help your site grab the attention of your target audience while also improving your digital marketing in all aspects. 

Now that you have a basic understanding of Google search capabilities, you can begin improving your website to rank higher and achieve your SEO objectives!

In brief, by addressing people’s search queries and following SEO principles, you might end up on the first page, if not the #1 spot, of the Google SERP!


a. What are SERP features?

SERP features are components that appear on search engine results pages (SERPs) in addition to the usual organic listings. They include rich snippets, information panels, highlighted snippets, picture carousels, and others. SERP features improve the user experience by including short answers, photos, videos, and other relevant content right in the search results.

b. How do SERP features impact SEO?

SERP elements affect SEO by altering the landscape of search results. Optimizing for SERP features may boost visibility, organic traffic, and click-through rates. Understanding and using SERP characteristics may help websites appear in a variety of forms, increasing their overall visibility and relevance in search engine results.

c. What are the different types of SERP features?

SERP features range from highlighted snippets to knowledge panels, local packs, picture packs, video carousels, news boxes, and more. These features provide consumers a variety of information forms immediately on the search results page, enhancing the user experience and modifying typical organic search results.

d. How can I optimize my content for SERP features?

To optimize your content for SERP features, focus on providing high-quality, succinct solutions to typical inquiries. Use structured data markup, optimize for voice search, and produce content in a variety of forms, including lists, tables, and bullet points. Optimize photos and videos with appropriate information to improve their visibility in carousels.

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