SERP features are a component of Google’s overarching objective to assist users in finding the fastest and easiest answers to their queries, problems, or objectives. They seek to more effectively address issues, provide direct answers to customer inquiries, or satisfy user purposes.
A word regarding terminology
Although we call one of these features “SERP” features as well as “organic outcomes” to distinguish them from more “normal” search results, Google almost always generates SERP features programmatically, so there isn’t really anything you have to do to make your website appear in a SERP feature (though you can choose out of featured snippets).
What Are SERP Features?
In order to enhance the user experience by offering prompt responses and more information directly on outcomes pages, SERP features are unique search results that differentiate themselves from conventional organic (unpaid) search outcomes (the blue links).
Features of Organic SERPs
Google generates most of its SERP features programmatically. In other words, Google employs an algorithm to determine which feature best fits a user’s query intent, then determines what information and/or page should appear related to that feature.
These are the automatically appearing SERP features.
Highlighted excerpts
Featured snippets are Google’s method of providing a user with the finest, most authoritative response to a certain query on the internet. This piece of information will appear at the highest level of results from searches, but beneath the sponsored advertisements.
The term “position zero” or “the ranking zero” is frequently used to describe featured snippets because they show up above the ten organic results.
Featured snippets consist of four parts:
- The information
- A picture of pictures
- Title of page URL
Top stories
Although there is no assurance that Google will select your content to display in the wheel, it is simple to get your website to appear in Google News:
Avoid frequent technological mistakes by adhering to Google News’ technical recommendations.
To have your website added to the Google News index, you must first validate it in Google Search Console.
Although it’s the initial step, getting your website added to Google News doesn’t ensure that it will show up in the top stories section for any given query (Google News uses its own ranking algorithm).
The similar questions box, often known as the “people also ask” feature, is a drop-down menu featuring queries that Google believes are relevant to the user’s search query. The feature will load other related questions when you click to expand one of the answers.
The appearance of other SERP elements appears to be a determining factor.
The question, response, page title, and URL of the source from which Google retrieved the content will all be shown in related question snippets.
Pack locally
Google will display the local pack, sometimes referred to as the map pack, at the top of its search results when it determines that a keyword suggests. Along with the Google Maps results displaying pertinent companies in the relevant region, the local pack will display the three locations Google believes are best based on the user’s query.
- Name, address, and phone number of the business
- Links to the company’s website (if available)
- When available, directions to the location are provided depending on the user’s location
The information that someone looking for a local business would find interesting is displayed in the knowledge panel that opens when you click on one of the locations in the local pack.
Any business that depends on drawing customers to its physical location needs to be represented in the local pack. Although Google automatically determines how the map pack looks, we do have a solid understanding of the elements that can affect a company’s ranking in those conclusions:
- Where? This is arguably the most crucial element. It’s crucial to make sure Google is aware that your company operates in or supports a specific region.
- assessments. Having positive feedback is nearly equally essential as being in the proper location. If an organization that is closer to the user has bad reviews, an organization that is a little farther away will rank higher.
Pack of images
Google will display the image pack when it believes a user is searching for a certain image.
If Google determines that an image will best serve the user’s search, it will also display the image pack.
From there, clicking on the image will direct the viewer to the page where it is located.
A video carousel
In order for Google to show videos that are pertinent to a user’s search query, the video carousel emerges. You can tell Google everything about the videos on your pages by using structured data. An explanation of your video
- The heading
- The video thumbnail’s URL
- The day on which you posted your video
- The video file’s actual URL
- How much time does it take
- The program’s URL where the video is played
- The date on which the video will be removed from circulation
Google will provide the most recent and popular Tweets that are related to the user’s search query. The Twitter carousel can show up anywhere in the search results, just like the majority of other SERP features, but it usually does so closer to the top.
Pack of apps
The top six apps that Google deems relevant are displayed in the app pack.
When Google believes a person is searching specifically for a certain kind of app, it will display the app pack. It bases this choice on the search terms that the user enters.
The risk with that approach, however, is that it obscures the reality that app stores employ whole different ranking algorithms that depend on entirely different signals than Google’s standard ranking algorithms.
Employment
Google will display some or all of the following types of data in this feature:
Title of position Employer
Where
The initial posting of the opening on the website
Whether it is a part-time or full-time position
The estimated commuting time will also be displayed if your home address is entered in your Google Account.
Additionally, the functionality lets users sort job listings according to
Category Title Location, along with the distance from it
Date of posting
Part-time versus full-time, Industry Name of the company
Features of Paid SERPs
As everyone is aware, Google generates revenue by displaying advertisements that advertisers have paid to broadcast.
Ads
Although their status as a legitimate SERP component is up for debate, paid advertisements are worth mentioning because they are produced outside of the typical organic search results and alter the appearance of the SERPs.
Google Shopping
Products relevant to a user’s query are displayed in the Google Shopping (previously Product Search and, originally, Froogle) carousel, a paid SERP feature. The product name, price, website the advertisement is for, star rating (if available), and any available discounts are all listed in the Google Shopping results.
The user is directed to the product’s landing page when they click on one of the advertisements.
Because shopping results are unique Google Ads results, the advertiser’s bid and Quality Score (but largely bid) decide how they look and rank.
Flights on Google
Google Flights is a website that lets users search for and reserve flights from a variety of airlines. It shows up when Google recognizes that a user is looking to book a flight.
The user can choose and book their itinerary when they click on a flight in the SERP feature, which directs them to the Google Flights results. The booking providers pay for the results displayed in Google Flights, while Google gets paid a percentage for reservations made via Flights.
It’s important to know whether the Flights SERP feature is triggered by the keywords a website targets, even when you can’t get your URL into it naturally.
Consider SERP Features When Organizing Your SEO
Your keyword research and SEO general operations will greatly profit from knowing when and how Google displays SERP features. To increase your website’s visibility in search results, you can target certain SERP characteristics with your content, including featured snippets, local packs, image packs, and top stories.
However, understanding which inquiries result in features that you are unable to target (such as the Knowledge Graph, sponsored features, and the Twitter carousel) should influence how you conduct keyword research and set priorities.
Conclusion:
To sum up, both users and website owners can benefit from SERP characteristics. In addition to bringing SEO advantages to websites that can successfully target and optimize their content for these features, they improve the search experience by offering prompt responses and pertinent information.They assist Google in giving users pertinent information and fast answers, which may increase user engagement, brand visibility, and website traffic.
