Search engine results pages (SERPs) have evolved tremendously over the years, with Google and other search engines constantly updating their algorithms to provide more relevant and informative results to those searching for results online.
One of the biggest changes in recent years has been the introduction of SERP features, designed to provide users with quick, easily digestible information related to their search query without having to click through to a website.
But SERP features aren’t just useful for searchers, they also provide significant benefits for businesses that are looking to improve their visibility online.
What are SERP features?
SERP features are specialised formats that Google uses to present certain types of information within the search results. These features can include anything from featured snippets and knowledge panels to carousels and image packs. They’re designed to provide searchers with quick answers to their search queries without requiring them to click through to a website, making the search experience faster and more convenient.
Featured snippets
One of the most popular types of SERP features is the featured snippet, which displays a brief snippet of information at the top of search results for a specific query, as seen below.
Image source: https://blog.hubspot.com/marketing
Featured snippets are often referred to as being in “position zero” because they appear even before the top-ranked organic results. For businesses, appearing in a featured snippet can provide significant benefits, including increased visibility and improved click-through rates.
To optimise content for featured snippets, businesses should focus on providing clear, concise answers to common questions related to their industry or products. This can be done by creating content in the form of Q&As, FAQs, or how-to guides.
Businesses should also ensure that their content is structured in a way that makes it easy for Google to pull information for the featured snippet. This can be done by using header tags, bullet points, and other formatting elements to break up the content and make it more scannable.
Google is constantly updating its algorithms to provide more relevant and informative results to searchers. So businesses should regularly monitor their content and update it as needed to ensure that it remains relevant and up-to-date.
Image packs
Image packs are another type of SERP feature that businesses can benefit from. They display a set of images related to a specific search query at the top of search results.
For businesses that rely on visual content to showcase their products or services, appearing in an image pack can be highly beneficial. Helping to increase visibility and attract more qualified leads who are specifically looking for visual content related to their industry or products.
To optimise for image packs, businesses should focus on creating high-quality, visually appealing images that are relevant to their industry or products.
They should also ensure that the images are optimised for search queries by including relevant alt tags and file names.
Image packs are often triggered by more specific queries, such as product names or brands, so businesses should ensure that their images are optimised for these types of queries as well.
Knowledge panels
A knowledge panel is a box that appears on the right-hand side of search results that provides a wealth of information about a specific entity, such as a business, person, or landmark.
Image source: https://blog.hubspot.com/marketing
Knowledge panels typically include basic information such as an entity’s name, address, and phone number, as well as more detailed information such as hours of operation, reviews, and related entities.
For businesses, appearing in a knowledge panel can provide several benefits.
Firstly, it can help increase visibility and brand recognition by providing potential customers with a wealth of information about the business in one convenient location.
Secondly, it can help improve credibility and trust by displaying information such as customer reviews, which can help potential customers make informed decisions.
To optimise for a knowledge panel, businesses should ensure that their information is accurate and up-to-date across all online platforms, such as their website, Google My Business profile, and social media accounts.
They should also encourage customers to leave reviews and ratings, as these can also be displayed in the knowledge panel.
Finally, businesses should ensure that their online presence is consistent and cohesive across all platforms, as this can help improve their chances of appearing in a knowledge panel.
Local packs
Local packs are a type of SERP feature that displays a map of businesses related to a specific search query.
Local packs typically appear at the top of search results for location-based queries, such as “restaurants near me” or “Bed and breakfasts in [city name]”.
For businesses with a physical location, appearing in a local pack can provide significant benefits, including increased visibility, foot traffic, and leads.
To optimise for local packs, businesses should ensure that their Google My Business profile is complete and up-to-date, with accurate information such as their name, address, phone number, and business hours.
They should also ensure that their website is optimised for local search by including location-specific keywords and meta tags, as well as relevant content such as customer reviews and testimonials.
In addition, businesses can take advantage of other local SEO strategies to improve their chances of appearing in local packs, such as building local citations, optimizing for voice search, and using schema markup. All in an effort to provide Google with additional information about their business.
By appearing in a local pack, businesses can increase their visibility and attract more qualified leads who are specifically looking for businesses in their local area.
‘People also ask’ boxes
‘People also ask’ boxes are boxes that display a list of related questions that are commonly asked by users related to a specific search query.
Each question can be expanded to display a brief answer, and users can click through to see more detailed information.
To optimise for ‘people also ask’ boxes, businesses should focus on creating content that addresses common questions related to their industry or products. This can be done by creating blog posts, articles, or other forms of content that provide detailed answers to frequently asked questions.
Businesses should also ensure that their content is structured in a way that makes it easy for Google to pull information for the ‘people also ask’ box. This can be done by using header tags, bullet points, and other formatting elements to break up content and make it more scannable.
Appearing in a ‘people also ask’ box can provide significant benefits for businesses by increasing visibility and credibility.
By providing clear, concise answers to common questions, businesses can establish themselves as a trusted authority in their industry and attract more qualified leads who are specifically looking for information related to their products or services.
In addition, businesses should also monitor the ‘people also ask’ boxes related to their industry or products to see what questions are being asked and how they can provide more comprehensive answers to those questions. This can help inform content strategies and ensure that businesses are addressing the needs and concerns of their target audience.
Rich snippets
Rich snippets are a type of SERP feature that displays additional information about a website or webpage in search results.
These snippets can include ratings and reviews, prices, availability, and other relevant data. Rich snippets can help businesses stand out in search results and provide users with more detailed information about their products or services.
To optimise for rich snippets, businesses should use structured data markup to provide Google with additional information about their products or services.
Structured data markup is a form of code that helps search engines understand the content of a webpage and display it in search results in a more visually appealing way.
By adding structured data markup to their website, businesses can provide Google with additional information about products or services, such as pricing, availability, and ratings and reviews.
Rich snippets can provide significant benefits for businesses by increasing click-through rates, improving credibility, and providing users with more detailed information about their products or services.
In addition, businesses can also take advantage of other types of structured data markup, such as schema markup, to provide Google with additional information about their business, such as their address, phone number, and hours of operation.
By using structured data markup in this way, businesses can also improve their chances of appearing in knowledge panels and other SERP features that display information about their business.
Site links
Sitelinks are a type of SERP feature that display additional links to specific pages on a website in search results.
Sitelinks typically appear for branded searches, such as a search for a company’s name or a specific product or service offered by the company.
Sitelinks can provide significant benefits for businesses by improving visibility, click-through rates, and user experience.
To optimise for sitelinks, businesses should ensure that their website is structured in a clear and organized way, with a clear hierarchy of pages and a logical navigation structure.
This can help Google understand the structure of the website and identify which pages are most relevant for specific search queries. Businesses should also ensure that their website has a strong and consistent brand identity, with clear and compelling messaging that resonates with their target audience.
In addition, businesses can also take advantage of other SEO strategies, such as building high-quality backlinks and using social media and content marketing to build brand awareness and authority.
By building a strong and authoritative online presence, businesses can improve their chances of appearing in sitelinks and other SERP features.
Sitelinks can provide significant benefits for businesses by improving visibility and click-through rates, as well as provide users with a more streamlined and convenient browsing experience.
Top and bottom ads
Top and bottom ads are a type of SERP feature that display paid advertisements at the top and bottom of search results.
These ads are typically displayed above and below the organic search results, and can provide significant benefits for businesses by increasing visibility and attracting qualified leads who are specifically looking for their products or services.
To optimise for top and bottom ads, businesses should use a combination of keyword targeting, ad copy optimisation, and bid management to ensure that their ads are highly relevant and compelling for their target audience.
Businesses should also ensure that their landing pages are optimised for conversion, with clear and compelling messaging, strong calls to action, and a clear path to conversion.
PPC (pay per click) strategies, such as audience targeting, remarketing, and ad extensions, will help to further optimise ads and improve businesses’ overall PPC strategy. By targeting the right audience with the right message at the right time, businesses can improve their chances of attracting qualified leads and driving conversions.
Top stories
Top stories are a type of SERP feature that display news articles related to a specific search query at the top of search results.
Top stories typically feature articles from reputable news sources and can provide significant benefits for businesses by increasing visibility and attracting qualified leads who are specifically looking for news and information related to their industry.
To optimise for top stories, businesses should focus on creating high-quality, timely, and newsworthy content that is relevant to their industry and target audience. This includes breaking news, industry trends and insights, product launches, and other relevant topics that are likely to attract attention from journalists and other news outlets.
Businesses should also focus on building relationships with journalists, bloggers, and other influencers in their industry in the hopes that they, the business, will be featured in their, the journalist, blogger or influencer’s, content. This content may then appear in top stories and other news-related SERP features.
Reaching out to journalists and bloggers directly, participating in industry events and conferences, and leveraging social media and content marketing to build awareness and authority can all help with your business being featured in the top stories SERPs.
In addition, taking advantage of other SEO strategies such as keyword targeting and link building, to improve the visibility and relevance of content can also increase the chances of businesses being featured in top stories and other SERP features.
Twitter cards
Twitter cards are a type of SERP feature that displays tweets related to a specific search query at the top of search results.
Twitter cards typically feature tweets that include images, videos, or other multimedia content, and can provide significant benefits for businesses by increasing visibility and engagement with their target audience on social media.
To optimise for Twitter cards, businesses should focus on creating engaging, multimedia-rich tweets that are relevant to their industry and target audience. This can include sharing blog posts, infographics, product photos, and other types of visual content that are likely to attract attention and engagement from their target audience.
Businesses should also focus on building a strong social media presence and engaging with their target audience on Twitter and other social media platforms. This includes participating in industry conversations, responding to customer inquiries and feedback, and sharing relevant content from other sources to build authority and credibility in their industry.
By taking advantage of other social media strategies, like using hashtags, running Twitter ads, and leveraging influencer marketing, businesses can further optimise their social media strategy and improve their overall digital marketing efforts.
Conclusion
While each SERP feature requires its own unique optimisation strategy, the key to success is to focus on providing value to the searcher by creating content that is informative, engaging, and relevant to their search queries. By putting the searcher first and optimising for the above SERP features, businesses can improve their online visibility, attract more qualified leads, and achieve greater success online in no time!
