What Are SERP Features? (+ Top 12 and How to Rank for Them)

SERP features allow brands to appear on search results within boxes, graphs, and carousels. This increases visibility and traffic from quality leads. Here are the top 12 to optimize for (and how).

Here, you’ll find 12 SERP features to optimize for:

1. AI Overviews
2. From Sources Across the Web
3. Featured Snippets
4. Knowledge Panels
5. Local Packs
6. Related Questions or “People also ask”
7. Video Snippets
8. Google Ads (top and bottom)
9. Image Packs
10. Top Stories
11. Shopping Results
12. Twitter (X) boxes/carousels

Bringing your website to the top of organic search results is tricky.

Following top-notch SEO tactics in your digital marketing gives you a strong foundation, but you can do more — like priming your site and its content for a SERP feature.

But what are SERP features and why is it so important to rank for them? Well, the rich results in Google stand out the most by providing key information to searchers, attracting engagement and clicks.

Gaining a spot in these positions can give your site a serious bump in organic traffic and visibility. Let’s explore Google’s SERP features further.

What are SERP features?

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 (without the extra clicking) by pulling out and highlighting what the algorithm considers a relevant answer.

Sure, placement on certain SERP features can potentially reduce clicks, but they’re still worth striving for. These placements show searchers that Google sees your site as an authority, and it puts your content above your competitors.

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

For the “best dentist in LA” query, they’ll see a Local Pack (we’ll break down these features below). After all, a search engine’s key goal is to give the user an accurate answer as quickly as possible.

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

12 SERP features you should optimize for

There are over a dozen types of SERP features in Google. We put together a list of the top 12 businesses that should target to get more visibility and traffic.

1. AI Overviews

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

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

Here’s an example of a query asking about how much I can earn on Instagram:

Then along the top of AIO, you’ll find “quick pick” queries you can click to get more information. These will open up to a search result with another AI-generated answer, snippet, link, or other types of features, depending on the query:

We know what you’re thinking (as are most SEOs and content marketers) — how on earth will you continue to get incoming traffic if searchers can get no-click answers?

It’s the same question we’ve all had since Google introduced the Knowledge Card and Featured Snippet back in 2012 and 2014.

But where there’s a will, there’s a way. We adapted our strategies to capture these rich snippets so that we can show authority, boost visibility, and generate traffic.

Case in point: When you click on any of the arrows in SGW, you’ll see a link to the source of the information (aka your potential traffic source):

This means your site can be featured in AIO, increasing your visibility and clicks. To do this, you’ll need to test different strategies.

According to our Associate Director of SEO, Matt Smith, you can do the following:

1. Identify current pages being cited in AI Overviews queries that you want to rank for.
2. Examine similarities between those pages, including content length, types of questions being answered, and unique information being included.
3. Refine your content to answer the search intent more concisely than competitors. Then ensure it’s comprehensive, optimized for search intent, includes information gain, and is visually engaging (videos, PDFs, infographics, 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.”

Check out this video to see how the future of search will look in 2024:

And read more about what’s coming for Google AI SERP features so you’re not caught off guard.

2. From Sources Across the Web

Here’s a SERP feature that’s least talked about but worth mentioning. Google’s From Sources Across the Web feature displays a large amount of information from dozens of sites in a drop-down menu format.

Here’s an example of one that appears when I search for “ways to make money on Instagram”:

When you select the drop-down arrow, you’ll see several links that you can click to learn more about the topic/answer presented:

Getting featured here requires the same helpful content approach as any other SERP feature. You need to conduct keyword research and produce fresh content that uses relevant long-tail keywords, employs schema markup, and includes well-researched information.

3. Featured Snippets

A Featured Snippet is a box that appears at the top of the SERP.  It showcases 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. If your competition is already hogging the space, 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.
• Keep your content short and sweet. Use bullet points and a short paragraph structure for easy readability.

Pro tip: Use 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. 

4. Knowledge Panels

The Knowledge Panel is an information box that appears at the top right of the search results. It generally features an extensive answer to a specific question. Google pulls the information from its database of reliable sources using its algorithm.

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).

Then here’s a more in-depth Knowledge Panel for HawkSEM, which features a ton of information, including images pulled from your site, reviews and star ratings, Q&As, a link to set an appointment, and business details:

Pro tip: Claim your Knowledge Panel to control what information is displayed there. Search for “Claim this knowledge panel” at the bottom. 

5. Local Packs

Queries that specify a certain location often trigger the appearance of a Local Pack box. It features local results along with business information, Google Maps, and reviews.

This SERP feature is for local companies and establishments. The box features three top locations, called a Local Teaser Pack. The rest is hidden under the “View all” 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). According to 2020 findings from Search Engine Land, GMB and reviews are the variables that have grown the most in their perceived impact.

6. Related Questions or “People also ask”

The Related Questions section usually appears under the Featured Snippet or Top Result in an accordion-style dropdown. However, they can emerge in other parts of the search page as well, under the header “People also ask.”

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 clickthrough rate (CTR).

Here are some ways you can set up your site for Related Questions:

• Extract People Also Ask (PAA) questions using Screaming Frog’s Web Scraper Tool.
• Check what PAA results appear in response to your competition’s branded queries.
• Add these questions to your content and address them.
• In your content, 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.

7. Video Snippets

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 Snippets can start running automatically and stop when Google believes the question is answered.

Here are some ways you can set up 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).

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.

8. Google Ads (top and bottom)

These paid search ads usually appear at the top of the page and/or 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 I search 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.

9. Image Packs

People aren’t just looking for text-based information. They’re also looking for visuals to help them understand information. I search for visuals regularly when writing content to help me show and explain concepts better.

For example, when I search for “B2B sales funnel,” an Image Pack appears in the SERPs like below:

Having content appear here can help drive traffic to your site and earn backlinks to your content — a double win.

Use tools like Canva (or even AI generations) to develop visuals for your content. Focus on helpful visuals, such as infographics showing 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.

10. Top Stories

If your content focuses on trending topics, then appearing in Top Stories in Google can boost your visibility and credibility.

This feature updates throughout the day, so being the first to break news, analyze trends, and share expert insights (quotes and information), can land you a spot here.

Here’s an example of the Top Stories feature in Google for the search term “recent AI news”:

To get your content featured here, follow these tips:

• Publish timely, newsworthy content.
• Implement News Article schema markup (e.g., headline, author, last modified date, image, publisher, publication date).
• Submit your site to Google News.
• Ensure fast page load speed for optimal user experience.
• Add a news sitemap so Google can crawl and find your content easier.

To add your content to Google News, you’ll need to:

Submit your publication: First, you’ll need to add your site as a publisher, which you can do by:

• Going to Google News Publisher Center: Google News Publisher Center
• Signing in with your Google account.
• Clicking on “Add Publication” and providing the required information about your publication.
• Verifying ownership of your publication by following the verification steps provided by Google.

Submit Your Articles: After verifying your publication, submit individual articles for consideration to appear in Google News by:

• Going to the Google News Publisher Center.
• Clicking on “Content” and then “Articles.”
• Clicking on “Submit an Article” and enter the URL of the article you want to submit.

11. Shopping Results

If you’re an ecommerce brand, then having your products appear in Google Shopping can get you more sales. These appear when someone enters a shopping-related search query. For instance, when I type in “Top summer fashions for women 2024,” you’ll see the following Shopping Results box in the SERPs:

Getting products to show in these results requires targeting specific keywords your customers use.

And as Google Search evolves with its new AI features, you’ll want to 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 2-day shipping, have a limited-time sale, or bundle deals.

Here are several optimization tips to get product listings ranked in Google’s Shopping Results:

• Add target keywords to product titles and descriptions.
• Use high-quality product images.
• Ensure competitive pricing.
• Implement product schema markup.

Pro tip: Google’s new Circle-to-Search feature allows Android shoppers to find products they find on websites and social media across the web. So take lots of photos of your products to increase the odds of them appearing to shoppers.

12. Twitter (X) boxes/carousels

If your brand is active on X or you have a personal brand, your X account and posts can appear in search results when someone searches for your company name or first and last name.

Here’s what shows up for Rand Fishkin, the cofounder of Moz:

Having a presence on X can build your brand’s authority and increase engagement on your profiles (likes, comments, and follows).

To get your X account featured in the SERPs, you should:

• Add relevant keywords in your username, bio, and website link.
• Use a high-quality profile photo and header image that represent your brand.
• Tweet frequently and consistently about topics relevant to your brand or industry, incorporating popular hashtags and keywords. Aim to post daily and engage with your audience.
• Retweet, like, and reply to others’ tweets. Participate in Twitter chats and join relevant conversations to increase your visibility within your niche community.
• Use images, videos, and GIFs to boost visual appeal and increase engagement. Ask questions or run polls to encourage retweets, likes, and replies.
• Build a strong following by attracting relevant users interested in your content, products, or services. Promote your X profile on your website, email signature, and other social media platforms to drive traffic and gain followers. (If you claim your Knowledge Panel, ensure it appears here, too).

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.