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

SERP options enable manufacturers to seem on search outcomes inside bins, graphs, and carousels. This will increase visibility and site visitors from high quality leads. Right here’s the highest 12 to optimize for (and the way).

Right here, you’ll discover 12 SERP options 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 web site to the highest of natural search outcomes is hard.

Following top-notch SEO tactics in your digital advertising offers you a powerful basis, however you are able to do extra — like priming your website and its content material for a SERP function.

However what are SERP options and why is it so necessary to rank for them? Effectively, the wealthy ends in Google stand out essentially the most by offering key data to searchers, attracting engagement and clicks.

Gaining a spot in these positions can provide your website a critical bump in natural site visitors and visibility. Let’s discover Google’s SERP options additional.

What are SERP options?

Google designed SERP options to reinforce the consumer’s search expertise. When somebody enters a question, these components enable them to get a solution as shortly as doable (with out the additional clicking) by pulling out and highlighting what the algorithm considers a related reply.

Positive, placement on sure SERP options can probably cut back clicks, however they’re nonetheless price striving for. These placements present searchers that Google sees your website as an authority, and it places your content material above your opponents.

The kind of function customers see on their outcomes web page will depend on the kind of question they enter. If the query is “Who’s Shakespeare?” they’ll see a Information Graph.

For the “greatest dentist in LA” question, they’ll see a Native Pack (we’ll break down these options under). In spite of everything, a search engine’s key purpose is to offer the consumer an correct reply as shortly as doable.

Fortunately, you may work to optimize your web site in ways in which’ll make it extra more likely to seem in one in every of these SERP options.

12 SERP options you need to optimize for

There are over a dozen forms of SERP options in Google. We put collectively a listing of the highest 12 companies that ought to goal to get extra visibility and site visitors.

1. AI Overviews

Google’s AI Overviews (beforehand Search Generative Expertise (SGE)) is a brand new function in Google’s search engine outcomes pages (SERPs) that shows direct solutions to queries generated by synthetic intelligence.

It gathers data from varied net sources (websites, PDFs, databases, social, and movies) and presents it to customers, in order that they don’t should click on via a number of hyperlinks.

Right here’s an instance of a question asking about how a lot I can earn on Instagram:

Then alongside the highest of AIO, you’ll discover “fast choose” queries you may click on to get extra data. These will confide in a search end result with one other AI-generated reply, snippet, hyperlink, or different forms of options, relying on the question:

We all know what you’re considering (as are most SEOs and content material entrepreneurs) — how on earth will you proceed to get incoming site visitors if searchers can get no-click solutions?

It’s the identical query we’ve all had since Google launched the Information Card and Featured Snippet again in 2012 and 2014.

However the place there’s a will, there’s a approach. We tailored our methods to seize these wealthy snippets in order that we will present authority, increase visibility, and generate site visitors.

Living proof: If you click on on any of the arrows in SGW, you’ll see a hyperlink to the supply of the knowledge (aka your potential site visitors supply):

This implies your website may be featured in AIO, rising your visibility and clicks. To do that, you’ll want to check completely different methods.

In line with our Affiliate Director of search engine optimization, Matt Smith, you are able to do the next:

1. Establish present pages being cited in AI Overviews queries that you just need to rank for.
2. Look at similarities between these pages, together with content material size, forms of questions being answered, and distinctive data being included.
3. Refine your content material to reply the search intent extra concisely than opponents. Then guarantee it’s complete, optimized for search intent, consists of data acquire, and is visually participating (movies, PDFs, infographics, charts as a result of AI will pull this into its generated response with a hyperlink again to your website).

“The main focus must be on low-funnel, long-tail key phrases that require extra understanding from the consumer’s perspective,” advises Smith.

“SEOs ought to change into journalists of their method to content material and determine first-party knowledge factors, quotes from SMEs, and distinctive query/solutions that researchers will interact with.”

Take a look at this video to see how the way forward for search will look in 2024:

And skim extra about what’s coming for Google AI SERP features so that you’re not caught off guard.

2. From Sources Throughout the Internet

Right here’s a SERP function that’s least talked about however price mentioning. Google’s From Sources Throughout the Internet function shows a considerable amount of data from dozens of websites in a drop-down menu format.

Right here’s an instance of 1 that seems after I seek for “methods to earn a living on Instagram”:

When you choose the drop-down arrow, you’ll see a number of hyperlinks you can click on to study extra in regards to the subject/reply introduced:

Getting featured right here requires the identical useful content material method as every other SERP function. You should conduct key phrase analysis and produce recent content material that makes use of related long-tail key phrases, employs schema markup, and consists of well-researched data.

3. Featured Snippets

A Featured Snippet is a field that seems on the prime of the SERP.  It showcases what Google’s algorithm deems essentially the most useful reply to the consumer’s question and the hyperlink to the web site that gives it.

Listed here are some methods you may arrange your website for Featured Snippets:

• Beef up your content marketing efforts (virtually all Featured Snippets are extracted from content material that ranks within the prime 10 positions).
• Use Semrush to check your competitors and study what they’ve executed to acquire snippet area.
• Enter the question your viewers would possibly use into Google and see what the present Featured Snippet is. In case your competitors is already hogging the area, go to the “Individuals additionally ask” part and optimize your content material for these queries.
• Rewrite your content material to reply two or extra questions as an alternative of only one. This will get your web site into Featured Snippets for associated queries.
• Maintain your content material quick and candy. Use bullet factors and a brief paragraph construction for simple readability.

Professional tip: Use Semrush to see metrics in your featured snippets. As an example, you may see which URLs have captured featured snippets within the SERPs. Use this to research what labored and what didn’t. Perhaps it’s the format of your solutions, or the solutions aren’t concise sufficient. 

4. Information Panels

The Information Panel is an data field that seems on the prime proper of the search outcomes. It typically options an intensive reply to a particular query. Google pulls the knowledge from its database of dependable sources utilizing its algorithm.

Listed here are some methods you may arrange your website for Information Panels:

• Use Schema Markup (a kind of structured data) to make sure your web site may be crawled correctly (Google makes use of solely well-structured web sites for its database).
• Create a Wikipedia and Wikidata web page in your model — Google usually makes use of it for the knowledge to function within the Information Panel.
• Work in your backlink strategy to garner hyperlinks from authority web sites.
• Discover native search engine optimization key phrases in your web site to seem in local search.
• Attempt to get your social media accounts verified.
• Confirm and optimize your Google Business Profile  (beforehand Google My Enterprise).

Then right here’s a extra in-depth Information Panel for HawkSEM, which contains a ton of data, together with pictures pulled out of your website, critiques and star scores, Q&As, a hyperlink to set an appointment, and enterprise particulars:

Professional tip: Claim your Knowledge Panel to regulate what data is displayed there. Seek for “Declare this data panel” on the backside. 

5. Native Packs

Queries that specify a sure location usually set off the looks of a Native Pack field. It options native outcomes together with enterprise data, Google Maps, and critiques.

This SERP function is for native corporations and institutions. The field options three prime areas, known as a Native Teaser Pack. The remainder is hidden underneath the “View all” button.

Listed here are some methods you may arrange your website for Native Packs:

• Increase your on-page search engine optimization efforts and work on mobile-friendliness.
• Create a high-quality contact net web page with a clickable cellphone quantity and electronic mail tackle in addition to a map.
• Add Schema Markup.
• Use shopper testimonials in your web site touchdown pages.
• Optimize and verify your Google Business Profile.
• Create profiles on main overview websites like Yelp, TripAdvisor, and Foursquare.
• Ensure that your contact data is constant all through all your on-line platforms.
• Get as many critiques on completely different web sites as doable (these are additionally featured within the Native Packs). In line with 2020 findings from Search Engine Land, GMB and critiques are the variables which have grown the most of their perceived affect.

6. Associated Questions or “Individuals additionally ask”

The Associated Questions part often seems underneath the Featured Snippet or Prime Lead to an accordion-style dropdown. Nevertheless, they’ll emerge in different elements of the search web page as properly, underneath the header “Individuals additionally ask.”

Completely different key phrases can set off the identical associated questions, serving to you rank even larger. In the meantime, all of the associated questions can generally function the identical web page as the reply, boosting your clickthrough charge (CTR).

Listed here are some methods you may arrange your website for Associated Questions:

• Extract Individuals Additionally Ask (PAA) questions utilizing Screaming Frog’s Web Scraper Tool.
• Test what PAA outcomes seem in response to your competitors’s branded queries.
• Add these inquiries to your content material and tackle them.
• In your content material, copy the format of the outcomes, which at the moment seem within the associated query sections (e.g., if it’s a bullet record, then make yours a bullet record too).
• Create on-page FAQ sections.

7. Video Snippets

Featured movies can seem rather than Featured Snippets to offer the perfect reply to the consumer’s query. Often, they emerge in response to “how-to” queries.

These Video Snippets can begin working robotically and cease when Google believes the query is answered.

Listed here are some methods you may arrange your website for Video Snippets:

• Use the primary key phrase in your video title.
• Add a video description that accommodates the key phrase.
• Embrace a video transcription.
• Embed movies on related, high-quality pages.
• Use video schema markup (e.g., thumbnail URL, video period, add date, video description).
• Optimize your video content material to get as near the highest as doable (Google typically makes use of high-ranked clips for the featured part).

Within the video part, you may click on the drop-down to indicate key moments within the video, that are AI chosen:

Some seem in several codecs, like video carousels. These are usually sourced from Google’s baby website, YouTube. However it additionally pulls from different internet hosting platforms like Vimeo, Instagram, and Twitch.

Probably the most related movies seem first, so proceed designing content material that’s useful and meets the searcher’s intent.

8. Google Adverts (prime and backside)

These paid search advertisements often seem on the prime of the web page and/or backside of the SERP, above or under the natural outcomes. They’re distinguished from the remainder of the outcomes by a “Sponsored” label.

Such advertisements often dominate the primary positions of Google Search, as we see right here:

We see two forms of sponsored listings in Google for sure searches. As an example, after I seek for “Pest management Atlanta GA,” the highest advertisements embody a click-to-call function with the choice to view extra native companies providing pest management companies.

Then beneath is one other record of sponsored advertisements which might be extra typical in search outcomes, which embody a hyperlink to the enterprise web site.

To occupy these coveted prime spots, you can begin by constructing a high-quality Google Ads campaign. You can too pay to position Product Listing Ads so your merchandise (with hyperlinks, descriptions, and/or costs) seem within the “zero” rating spots, that are above the highest natural itemizing.

9. Picture Packs

Individuals aren’t simply searching for text-based data. They’re additionally searching for visuals to assist them perceive data. I seek for visuals often when writing content material to assist me present and clarify ideas higher.

For instance, after I seek for “B2B gross sales funnel,” an Picture Pack seems within the SERPs like under:

Having content material seem right here may also help drive site visitors to your website and earn backlinks to your content material — a double win.

Use instruments like Canva (and even AI generations) to develop visuals in your content material. Give attention to useful visuals, equivalent to infographics exhibiting steps, charts with distinctive knowledge, and diagrams illustrating your factors.

Listed here are a number of tricks to improve your odds of getting ranked within the Picture Pack:

• Use descriptive, keyword-rich file names for pictures.
• Add alt textual content to all pictures.
• Guarantee pictures are fast-loading and optimized for cell gadgets.
• Use related pictures that complement your content material.

10. Prime Tales

In case your content material focuses on trending matters, then showing in Prime Tales in Google can increase your visibility and credibility.

This function updates all through the day, so being the primary to interrupt information, analyze traits, and share professional insights (quotes and knowledge), can land you a spot right here.

Right here’s an instance of the Prime Tales function in Google for the search time period “latest AI information”:

To get your content material featured right here, comply with the following tips:

• Publish well timed, newsworthy content material.
• Implement Information Article schema markup (e.g., headline, creator, final modified date, picture, writer, publication date).
• Submit your website to Google Information.
• Guarantee quick web page load velocity for optimum consumer expertise.
• Add a information sitemap so Google can crawl and discover your content material simpler.

So as to add your content material to Google Information, you’ll must:

Submit your publication: First, you’ll want so as to add your website as a writer, which you are able to do by:

• Going to Google Information Writer Middle: Google News Publisher Center
• Signing in together with your Google account.
• Clicking on “Add Publication” and offering the required details about your publication.
• Verifying possession of your publication by following the verification steps supplied by Google.

Submit Your Articles: After verifying your publication, submit particular person articles for consideration to seem in Google Information by:

• Going to the Google Information Writer Middle.
• Clicking on “Content material” after which “Articles.”
• Clicking on “Submit an Article” and enter the URL of the article you need to submit.

11. Buying Outcomes

In case you’re an ecommerce model, then having your merchandise seem in Google Buying can get you extra gross sales. These seem when somebody enters a shopping-related search question. As an example, after I kind in “Prime summer season fashions for girls 2024,” you’ll see the next Buying Outcomes field within the SERPs:

Getting merchandise to indicate in these outcomes requires concentrating on particular key phrases your prospects use.

And as Google Search evolves with its new AI options, you’ll need to goal queries on a number of ranges by offering prime lists, pricing comparisons, scores and critiques, and movies with fashions. Additionally, share necessary particulars like whether or not you provide 2-day delivery, have a limited-time sale, or bundle offers.

Listed here are a number of optimization tricks to get product listings ranked in Google’s Buying Outcomes:

• Add goal key phrases to product titles and descriptions.
• Use high-quality product pictures.
• Guarantee aggressive pricing.
• Implement product schema markup.

Professional tip: Google’s new Circle-to-Search feature permits Android consumers to search out merchandise they discover on web sites and social media throughout the net. So take plenty of pictures of your merchandise to extend the chances of them showing to consumers.

12. Twitter (X) bins/carousels

In case your model is lively on X or you will have a private model, your X account and posts can seem in search outcomes when somebody searches in your firm identify or first and final identify.

Right here’s what reveals up for Rand Fishkin, the cofounder of Moz:

Having a presence on X can construct your model’s authority and improve engagement in your profiles (likes, feedback, and follows).

To get your X account featured within the SERPs, you need to:

• Add related key phrases in your username, bio, and web site hyperlink.
• Use a high-quality profile picture and header picture that signify your model.
• Tweet incessantly and constantly about matters related to your model or business, incorporating well-liked hashtags and key phrases. Goal to put up every day and have interaction together with your viewers.
• Retweet, like, and reply to others’ tweets. Take part in Twitter chats and be part of related conversations to extend your visibility inside your area of interest neighborhood.
• Use pictures, movies, and GIFs to spice up visible enchantment and improve engagement. Ask questions or run polls to encourage retweets, likes, and replies.
• Construct a powerful following by attracting related customers thinking about your content material, merchandise, or companies. Promote your X profile in your web site, electronic mail signature, and different social media platforms to drive site visitors and acquire followers. (In case you declare your Information Panel, guarantee it seems right here, too).

The takeaway

SERP options are an integral a part of attaining excessive rankings and excessive conversions. Consider them as an enormous cherry on prime of your SEM marketing campaign.

Whereas it’s doable to seem within the SERP components with out making a concerted effort, the above ideas may also help you velocity the method to see the outcomes you need extra shortly.

In case you need assistance concentrating on these SERP options to seize extra of Google’s SERP actual property, then contact our search engine optimization staff in the present day.

This put up has been up to date and was initially revealed in Might 2020.