SERP Features

What are SERP Features?

SERP features are elements on a search engine results page (SERP) that go beyond the traditional list of organic search results. They provide additional information and functionality to enhance the search experience, often presenting answers, visuals, or other relevant content directly on the search results page.

Common SERP Features

1. Knowledge Panel: A box that appears on the right side of the search results (on desktop) or at the top (on mobile) providing a summary of information about a specific entity (e.g., a person, place, organization).
2. People Also Ask (PAA): A box displaying a list of questions related to the user’s query. Clicking on a question reveals a brief answer and related sources.
3. AdWords Top and AdWords Bottom: Paid advertisements that appear at the top and bottom of the search results page. These are managed through Google Ads.
4. Featured Snippet: A highlighted box at the top of the search results that provides a direct answer to a query. It can appear in various formats such as text, list, table, or video.
5. Image Pack: A horizontal row of images that appears in the search results when Google deems visual content relevant.
6. Local Pack: A set of local business listings, including a map and contact details, typically appearing for queries with local intent.
7. Knowledge Card: Similar to the Knowledge Panel but usually smaller, providing concise information about specific topics.
8. Shopping Results: Product listings that appear in a dedicated section with images, prices, and links to buy.
9. Top Stories: A carousel or box of news articles related to the search query.
10. Thumbnail: Small preview images that often accompany video results or certain types of content.
11. Tweets Box: A box displaying recent tweets relevant to the search query.
12. Video Results: Videos related to the search query, often including a thumbnail and a brief description.

Importance of SERP Features

For Users: SERP features enhance the search experience by providing quick, relevant answers, visual content, and additional information without requiring users to click through to other pages.

For SEO:

• Opportunities for Visibility: Appearing in SERP features can increase your website’s visibility, drive more traffic, and improve brand recognition.
• Traffic Impact: If your site is not featured in SERP features, you may experience reduced clicks, as some features (like Featured Snippets) can provide answers directly on the search results page.
• Competition: As SERP features grow in number, traditional organic search results may be pushed further down the page, making it harder to attract clicks.

SEO Best Practices for Winning SERP Features

1. Winning a Featured Snippet:

• Content Format: Match the format of the snippet (list, paragraph, table, etc.).
• Clarity and Conciseness: Provide clear, direct answers in a format that is easy to understand.
• Structure Data: Use structured data (schema markup) to help search engines understand your content better.

1. Getting Sitelinks:

• Internal Linking: Maintain a robust internal linking structure to help Google understand your site’s hierarchy.
• Descriptive Titles: Use clear, descriptive page titles and headings.

1. Optimizing for Image Pack:

• Image Optimization: Use descriptive file names, alt text, and captions.
• Contextual Placement: Ensure images are relevant and placed contextually within content.

1. Optimizing for Local Pack:

• Google Business Profile: Optimize and regularly update your Google Business profile.
• Local Citations: Ensure consistent and accurate NAP (Name, Address, Phone Number) citations across directories.
• Customer Reviews: Encourage positive reviews and manage your online reputation.

1. Optimizing Top/Bottom Ads:

• Ad Quality: Improve ad relevance, click-through rates (CTR), and landing page experience.
• Extensions: Use ad extensions to provide additional information and increase ad visibility.

FAQs

How common are SERP features?

• According to Ahrefs’ Keywords Explorer, 99% of keywords trigger at least one SERP feature, excluding Top/Bottom Ads.

What are the most popular SERP features?

• Sitelinks: 95% of queries.
• People Also Ask (PAA): 58%.
• Image Packs: 39%.
• Featured Snippets: 15%.

Are SERP features good or bad for SEO?

• Good: They provide opportunities for increased visibility and traffic if your site appears in these features.
• Bad: They can reduce clicks to your site if they provide sufficient information directly on the SERP.

By understanding and optimizing for various SERP features, you can improve your website’s visibility and effectiveness in attracting traffic from search engines.