What Are SERP Features? 10 Types + How to Rank for Them

SERP features are enhanced elements that appear on the search engine results page beyond the standard blue links, such as boxes, graphs, and carousels. Here are the optimization techniques to follow if you want your brand to be featured.

When someone enters a query into a search engine like Google, SERP features stand out in the organic search results and provide key information to searchers quickly.

While following SEO best practices can help your website rise up to the first page of search engine results, it takes more rigorous optimizations to earn a spot in the coveted SERP features.

Here, we’ll walk through the different types of Google SERP features and how you can earn a spot through proper optimization techniques.

What are SERP features?

SERP features are enhanced elements displayed on the search engine results page.

Google designed SERP features to enhance the user’s search experience.

When someone enters a query, these elements allow them to get an answer as quickly as possible (often without clicking a link) by highlighting what the algorithm considers the most relevant answer.

While placement on certain SERP features can potentially reduce clicks, they also show your site as an authority, ranking above competitors.

The SERP feature users see on their results page depends on the type of query they enter. For example, if the question is “Who is Shakespeare?” they’ll see a Knowledge Graph:

For “best dentist in LA,” they’ll see a Local Pack:

SERP features help facilitate the search engine’s primary goal: to give the user an accurate answer as quickly as possible.

Luckily, you can work to optimize your website in ways that will make it more likely to appear in one of these SERP features.

10 types of SERP features

Here are some common SERP features seen on the Google search results page, along with ways to optimize your site so you can earn your spot:

1. AI Overviews
2. Featured snippets
3. Knowledge panels
4. Local Packs
5. People also ask
6. Top and bottom ads
7. Video carousels
8. Image packs
9. Popular products
10. Rich Snippets

1. AI Overviews

Google’s AI Overviews (previously Search Generative Experience or SGE) is a newer feature in Google’s search engine results pages that displays direct answers to queries generated by artificial intelligence.

It gathers information from various web sources (sites, PDFs, databases, social, and videos) and summarizes the results so users don’t have to click through multiple links.

Here’s an example of a query, “how much I can earn on Instagram”:

There is a common concern that AI Overviews result in less traffic (because users don’t need to click on a link to answer their questions). In fact, the top link in the overview receives a less than 10% click-through rate.

However, rich snippets like these show authority, boost visibility — and still generate traffic, as each blurb of the AI Overview is paired with a small link button that cites where the information came from.

To be featured, however, you’ll need to test different strategies.

According to SEO expert Matt Smith, you can do the following:

• Identify current pages cited in AI Overview queries you want to rank for
• Examine similarities between those pages, including content length, types of questions being answered, and unique information included
• Refine your content to answer the search intent more concisely than your competitors
• Ensure your content is comprehensive, optimized for search intent, includes information gain, and is visually engaging (include videos, PDFs, infographics, and charts because AI will pull this into its generated response with a link back to your site)

“The focus should be on low-funnel, long-tail keywords that require additional understanding from the user’s perspective,” advises Smith.

“SEOs should become journalists in their approach to content and identify first-party data points, quotes from SMEs, and unique question/answers that researchers will engage with.”

2. Featured snippets

A featured snippet is a box that appears at the top of the SERP that pulls an excerpt from what Google’s algorithm deems the most helpful answer to the user’s query and the link to the website that provides it.

Here are some ways you can set up your site for featured snippets:

• Beef up your content marketing efforts (almost all featured snippets are extracted from content that ranks in the top 10 positions)
• Use Semrush to study your competition and learn what they’ve done to obtain snippet space
• Enter the query your audience might use into Google and see what the current Featured Snippet is
• Additionally, go to the “People also ask” section and optimize your content for those queries
• Rewrite your content to answer two or more questions instead of just one. This can get your website into featured snippets for related queries
• Use bullet points and a short paragraph structure for readability

Pro tip: Use a tool like Semrush to see metrics for your featured snippets. For instance, you can see which URLs have captured featured snippets in the SERPs. Use this to analyze what worked and what didn’t. Maybe it’s the format of your answers, or the answers aren’t concise enough.

3. Knowledge panels

The knowledge panel is an information box that appears at the top right of the search results, typically about a well-known person, business, or place.

Google pulls the information from its database of reliable sources using its algorithm and builds out a profile.

Here are some ways you can set up your site for knowledge panels:

• Use schema markup (a type of structured data) to ensure your website can be crawled properly (Google uses only well-structured websites for its database)
• Create a Wikipedia and Wikidata page for your brand — Google often uses it for the information to feature in the knowledge panel
• Work on your backlink strategy to garner links from authority websites
• Find local SEO keywords for your website to appear in local search
• Try to get your social media accounts verified
• Verify and optimize your Google Business Profile (previously Google My Business)

For businesses, a knowledge profile (sometimes referred to as a knowledge card) offers a huge boost in authority and traffic — with contact information, business hours, FAQs, star ratings, reviews, images, and social profiles all in one place.

Pro tip: Claim your knowledge panel to control what information is displayed.

4. Local Packs

Also referred to as map packs, Local Packs are a collection of business profiles that appear for local searches:

It features local results along with business information, Google Maps, and reviews.

This SERP feature is for local companies and establishments and features three top locations, called a local teaser pack. The rest is hidden under the “More places” button.

Here are some ways you can set up your site for local packs:

• Boost your on-page SEO efforts and work on mobile-friendliness
• Create a high-quality contact web page with a clickable phone number and email address as well as a map
• Add schema markup
• Use client testimonials on your website landing pages
• Optimize and verify your Google Business Profile
• Create profiles on major review sites like Yelp, TripAdvisor, and Foursquare
• Make sure your contact information is consistent throughout all of your online platforms
• Get as many reviews on different websites as possible (these are also featured in the local packs)
• Optimize your website with local keywords, like “best gym in [city]” or “[city] furniture store”

5. People also ask

The “People also ask” boxes are an accordion-style dropdown that offers common search queries related to the original search:

Different keywords can trigger the same related questions, helping you rank even higher. Meanwhile, all the related questions can sometimes feature the same page as the answer, boosting your click-through rate (CTR).

Here are some ways you can set up your site to appear in the “People also ask” section:

• Check what people also ask (PAA) results appear in response to your top keywords and your competition’s branded queries
• Add these questions to your content and copy the format of the results, which currently appear in the related question sections (e.g., if it’s a bullet list, then make yours a bullet list too)
• Create on-page FAQ sections

6. Top and bottom ads

These paid search ads usually appear at the top of the page and bottom of the SERP, above or below the organic results. They’re distinguished from the rest of the results by a “Sponsored” label.

Such ads usually dominate the first positions of Google Search, as we see here:

We see two types of sponsored listings in Google for certain searches. For instance, when searching for “Pest control Atlanta GA,” the top ads include a click-to-call feature with the option to view more local businesses offering pest control services.

Then beneath is another list of sponsored ads that are more typical in search results, which include a link to the business website.

To occupy those coveted top spots, you can start by building a high-quality Google Ads campaign.

You can also pay to place Product Listing Ads so your products (with links, descriptions, and/or prices) appear in the “zero” ranking spots, which are above the top organic listing.

7. Video carousels

Featured videos can appear in place of featured snippets to provide the best answer to the user’s question. Usually, they emerge in response to “how-to” queries.

These video results can start running automatically and stop when Google believes the question is answered.

In the video section, you can click the drop-down to show key moments in the video, which are AI selected:

Some appear in different formats, like video carousels. These are normally sourced from Google’s child site, YouTube. But it also pulls from other hosting platforms like Vimeo, Instagram, and Twitch.

The most relevant videos appear first, so continue designing content that is helpful and meets the searcher’s intent.

Here are some ways to optimize your site for video snippets:

• Use the main keyword in your video title
• Add a video description that contains the keyword
• Include a video transcription
• Embed videos on relevant, high-quality pages
• Use video schema markup (e.g., thumbnail URL, video duration, upload date, video description)
• Optimize your video content to get as close to the top as possible (Google generally uses high-ranked clips for the featured section)

8. Image packs

An image pack is a collection of images related to a Google search that displays near the top of the SERP:

Content that appears in these highlighted image results can help drive traffic to your site and earn backlinks to your content — a double win.

Use tools like Canva to develop visuals for your content. Focus on helpful visuals, such as infographics that show steps, charts with unique data, and diagrams illustrating your points.

Here are several tips to increase your odds of getting ranked in the image pack:

• Use descriptive, keyword-rich file names for images
• Add alt text to all images
• Ensure images are fast-loading and optimized for mobile devices
• Use relevant images that complement your content
• Make sure images are high-resolution and relevant to your content

9. Popular products

Not to be confused with sponsored shopping results, popular products are a collection of product listings that include images, prices, star ratings, and links to the product page:

These results can be filtered by different features, like color or style, and appear when someone enters a shopping-related search query.

For products to appear in these results, ecommerce businesses need to target specific keywords customers use and should target queries on multiple levels by providing top lists, pricing comparisons, ratings and reviews, and videos with models.

Also, share important details like whether you offer two-day shipping, have a limited-time sale, or bundle deals.

Here are several optimization tips to get product listings ranked in Google’s popular products feature:

• Add target keywords to product titles and descriptions
• Create a Google Merchant Center account and maintain your product feed
• Use high-quality product images
• Ensure competitive pricing
• Implement product schema markup

Further reading: Learn how to create your GMC account in this Google Merchant Center guide.

10. Rich Snippets

Also called rich results, rich snippets are enhanced results that display additional information on the SERP about your webpage. This can include:

• Recipe snippets: Previews information about a recipe, like ingredients and prep time
• Review snippets: Reviews and ratings related to the top-ranked page
• Product snippets: Product information like brand name, price, and reviews
• Event snippets: Additional details about an upcoming event, like location and ticket links
• Sitelinks: Links to other important pages of the ranking website

Schema markup is the key to ranking here, as this structured data helps Google identify what kind of content is on your site.

If a cooking website has a recipe page for “smashed edamame toast,” for example, crawlers can quickly identify the type of page (recipe page) and pull the important details to show up as a rich result for relevant queries, like “high protein vegan recipes.”

Further reading: Learn more about setting up schema markup here.

Implementing proper schema markup can help you communicate more effectively with search engines, rank higher in the SERP, and rake up more real estate with these rich snippets.

Pro tip: Use structured data testing tools (like Google’s Rich Results Test) to see if your pages are eligible for rich results to debug any issues.

5 best practices for SERP features

Although each SERP feature has its own optimization nuances and techniques, there are some general best practices that apply to every approach:

1. Keyword research

In order for your content to appear in the most desirable SERP locations, it needs to leverage the right keywords.

Keyword research is the digital marketing strategy of discovering and analyzing search terms your target audience uses to find your products or services.

To find the right keywords, start with a standard Google search of your business’s offerings to see what shows up. Next, move on to more in-depth research with a keyword research tool to:

• Determine the keywords you already rank for
• Compile topics and keywords relevant to your brand
• Find related terms that could boost your rankings
• See what keywords your competitors rank for
• Assess keyword volume and cost per click (CPC)

Further reading: Learn how to do keyword research in this guide.

2. Create long-form content that showcases expertise

Google will always prioritize truly helpful content from experts and authoritative sources. The best way to prove your content is valuable and trustworthy is to:

• Demonstrate E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is a component of Google’s Search Quality Rater Guidelines and gauges the qualification of content creators on Google.
• Create long-form content: Create comprehensive, original, and in-depth content that covers every angle of the topic.

3. Check in on Core Web Vitals

A good user experience is also important to Google’s ranking system, especially when it comes to loading speed and interactivity. Some ways to improve your UX include:

• Improve loading speed: Use PageSpeed Insights to see how well your loading time is. To ensure your website loads quickly, optimize images, use caching, and leverage Content Delivery Networks (CDNs).
• Make sure your site is optimized for mobile: Google uses mobile-first indexing, so it’s pivotal that you have a responsive web design.
• Minimize layout shifts: A good Cumulative Layout Shift (CLS) score (0.1 or less) means everything stays in place while the page is loading, which impacts user experience.

Further reading: Learn more about Core Web Vitals here.

4. Implement schema markup

Most SERP features rely on schema markup to identify the right kind of content to be included.

Schema markup is a code that helps your website communicate with search engines, helping them categorize content efficiently. Think of them as labels, like “recipe page,” “local business information,” or “FAQ.”

With Schema.org, you don’t need to be a master coder to add schema markup to your website — the site features web page categories, common properties that exist on those types of pages, and a universal code that acts as a “label” for the associated page types.

But you can learn more about schema markup and how to add it to your site with this guide.

5. Create “how-to” content that directly answers questions

When it comes to written content and videos, Google leans toward featuring clear, well-structured “how-to” content in its SERP features.

To appeal to Google’s preferences, create step-by-step guides that walk through processes with actionable steps — ideally with numbered lists and visual aids. The content should also be concise, clear, and to the point.

The takeaway

SERP features are an integral part of achieving high rankings and high conversions. Think of them as a big cherry on top of your SEM campaign.

While it’s possible to appear in the SERP elements without making a concerted effort, the above tips can help you speed the process to see the results you want more quickly.

If you need help targeting these SERP features to capture more of Google’s SERP real estate, then contact our SEO team today.

This post has been updated and was originally published in May 2020.