You have probably seen these Google SERP (Search Engine Results Page) Features whenever you search queries whether it’s on your desktop search or mobile device but you’re not just aware of what they are called, especially if this is the first time you have heard of the work Search Engine Optimization (SEO) industry.
The unique boxes and components known as Google SERP features are those that Google ads to organic results to streamline search and improve the SERP.
When you looked for facts and instructions, an answer box likely appeared as the first result. Similarly, when you searched for renowned persons, a big block with their biographical information appeared on the right side of the screen. All of these outcomes that surpass the typical top 10 links fall under the category of SERP characteristics.
What are SERP Features, and how can they help to boost traffic to your website for a better conversion rate?
A SERP feature is any non-traditional organic listings (results) on a Google SERP.
To deliver a user-friendly search engine experience, Google frequently tests and enhances these characteristics, which it refers to as “search result features” or “search features.”
These search features are additions to the standard “10 blue links” that appear on Google’s search engine results page. Featured Snippets, Knowledge Panels, video carousels, and image packs are typical examples of SERP features.
But how common are Google SERP features or search features?
Only 2.68% of Google’s first page results lack any SERP characteristics, according to SEMRush Sensor data so therefore, a set of Google results without any SERP characteristics is incredibly uncommon.
That’s why it’s critical to consider SERP aspects while selecting keywords, especially during keyword search and crafting content that is optimized for organic click-through rate (CTR).
There are a lot of SERP Features or search features, but we will focus on these 11 most important SERP Features that would help your website grow specifically in search rankings on Google. Also, it frequently has a big influence on how users interact with Google’s search results as well as their search experience as it could also affect their search behavior.
We don’t want to have a high bounce rate on your website during their Google search instead we aim to increase their dwell time.
So get ready and take note of these feature types that you should know when it comes to search features.
Google continuously tests and enhances the search results pages. A user from the search engine’s early days would probably not recognize the site from the layered appearance Google currently provides users. Today’s common search features include curated recipe links, top stories, and information panels, but it all began with simply highlighted snippets.
The primary purpose of a featured snippet is to display the best answer to a query above all other organic results. This content may be a basic answer, a simple answer, or straight responses from a web page, along with a link to the referring page, the original page title, and the URL.
We consider Google’s introduction of highlighted snippets in 2014 to be one of the most important changes to the SERP in the previous ten years. Highlighted snippets have made several changes for both users and SEOs. Rapid ascent to the top spot in organic search results in organic traffic, fewer clicks, and occasionally branding chances with highlighted snippets. After SERP deduplication, featured snippets are available, albeit you can opt not to get them.
Usually, these are the types of Featured Snippets on a search feature that you will see on the first page of the SERP after your search terms are inputted in the search bar; there are several popular versions or formats available, including paragraphs, bulleted lists, numbered lists, videos, and tables.
As briefly indicated earlier in this piece, Google will provide several types of highlighted snippets based on your queries or questions.
This enhances user experience as they get direct answers (search intent or user intent) from their google search possibly through a voice search, mobile search, or traditional search.
These distinct components are shown at the top or bottom of the search results, apart from organic listings. Paid SERPs can be identified by their ad tag.
Top Ads are Google Ads results that are shown above organic search results in the first SERP. These adverts are typically displayed in response to commercial queries like “purchase X.” However, it is possible to combine the Top Ads feature with other SERP components like Sitelinks or Reviews.
On the other hand, ads placed below the search results are the Bottom Ads. The clickability and visibility of the Top Ads are higher than those of the Bottom Ads, making them more efficient. However, one huge advantage is that both blocks are always displayed on the first page of search results.
On a SERP, among organic results, a video SERP feature associated with a search query is displayed, especially on YouTube, video results could include a thumbnail. They were a genuine vertical once, but today they are more of an organic improvement.
Take note that these outcomes include the video’s title, length, description, date of download, and—important to keep in mind—the username of the uploader. So instead of posting branded movies from your personal account, it is preferable to build a business video hosting profile. There are timecodes visible for some videos in the SERP.
Rich snippets are extra pieces of information that may appear on search results pages beneath the meta title or description. Consider comparing the star ratings, cooking times, and caloric content of recipe results, or the times, locations, and star ratings of event listings.
Rich snippets and results are more noticeable than the other search results. They are far more attractive and give people access to more data just by looking at them. This increases the click-through rate while also improving the exposure of your website.
Rich snippets are more likely to be clicked on than regular snippets. People favor clicking on the search results that lead to more information.
Rich Snippets come in around eight main categories: reviews, recipe cards, music, product markup, organization, top stories, video, and events.
Google thinks that in some circumstances, adding more links to the website will facilitate visitors’ access to information more quickly. Sitelinks are supplementary links to other pages within a website that are shown beneath the primary URL.
To help users locate the information they need immediately, this block adds links to specific site sections or pages to the standard snippet. Only Google is aware of the specifics and, by custom, prefers to keep them a secret. This feature is most frequently returned in response to inquiries linked to brands or domains.
Sitelinks are only shown by Google when they are deemed useful by users. Even though you have no direct control over Google’s judgment, make sure your website has intuitive navigation and a purposeful layout.
In the “People Also Ask” section, there is a list of queries that are relevant to the original one. Clicking a grey arrow reveals a response to a query that includes a brief text passage from a page, the page’s title, and a link to it.
Google, as usual, doesn’t specify how to get your website to show up in this function. However, there is a potential that your page will also be included under “People Also Ask” if it has been featured in the Featured Snippet.
Finding pertinent question-based keywords and responding to them can be helpful, just like with Featured Snippets. Test FAQ markup as well because it might assist you in entering this block.
A collection of three local results known as “The Map Pack” or “Local Packs” appears for a search that Google deems to be “local.”
The organic results are typically supplemented with a Local Pack when we include location markers in our queries (“near me,” “New York,” “Texas,” etc.). It is a map with address markers, and a list of up to four businesses, their names, ratings, and other details are all displayed.
The nearby business listings are included in these results.
You should without a doubt add your local business to Google Maps if you own one, then create a Business Profile for easier access to your business. Local Pack, in the first place, draws in certain audiences. And secondly, don’t forget the user behavior when it comes to Google search, consumers will still be able to find your website on the first SERP even if it doesn’t rank in Google’s top 10 results but does appear in a local pack as long as it has a physical location.
Google’s knowledge panels, which frequently feature important dates, a concise summary of the subject, and occasional photographs, are used to give a rapid overview of persons, places, or things. On desktop results and at the top of mobile results pages, the panel can be seen.
Since Google doesn’t provide any guidance on how to rank for the Knowledge Graph, these are presumably a few options that you can do to get these knowledge panels.
When Google believes that visual content will help to provide a more comprehensive results page, Image Packs appear.
Among organic results, image results may appear as a row or block of related images. Clicking on a result will take you to the “Images” search tab, and only from there will you be able to access the image’s host website. Understanding image search optimization can help you make the most of image search results.
For some Google searches, including those for products, people, and medical information, Google also has a separate area for images, and its results may appear at the top of SERPs.
Note that only the most highly rated image for the search query of any keyword research from a search intent of a user will appear in the Image SERP feature. Therefore, pay attention to image optimization, including alt tags, a suitable title, the right picture size, and an SEO-friendly URL, if you want your site’s images to show up in this block.
Google occasionally includes an image in the featured snippet, and what’s noteworthy is that the image may come from one website while the snippet itself comes from another.
The image that appears in a highlighted snippet is typically the top result from an image search and has been carefully optimized for the search. A video may also appear in the featured snippet by using the same logic.
Google and Twitter established a cooperation a few years ago. Since then, every tweet has been indexed by the search engine, which subsequently displays them in the search results. For both brand and personal queries, the most recent messages are shown in the highlighted block. This unique aspect may show up with other organic results if a business or well-known individual actively tweets.
The most current and popular tweets relating to a question usually appear higher in Twitter search results. They may show up anywhere on the SERP, but typically just after a few organic results. Both verified and unverified accounts can post tweets in the Twitter search results.
You need to improve your Twitter profile to have the same SERP feature displayed for your brand inquiry. This block will highlight how relevant your postings are to individuals who haven’t yet followed you and entice them to do so. Regular posting increased following numbers, and retweets are all effective metrics for individuals aiming to obtain this SERP feature.
When people are interested in learning more about a noteworthy event or breaking news, top stories are helpful.
Although the news is a different search channel, its results can be shown at the top of the SERP. For popular news-related queries like “Elon Musk and Grimes” or “duplex AI,” use the Top Stories option.
Only news publishers are permitted to be displayed due to the extremely strict selection process of this feature. The block won’t accept e-commerce blogs with a new part, but an online publication that offers distinctive news material stands a strong chance.
Registering your news organization with Google News is a must if you own a news organization. Google has established specifications for both the technical and content requirements for websites wishing to be featured in the News.
For a website and a business to succeed, it must be well-optimized to drive clicks and engagement.
Your site can draw in your target audience’s attention and enhance all facets of your digital marketing by using the proper tools to study SERPs and their features.