What Are SERP Features? 17 Types To Optimize Your Content

When you search on Google, the service returns more than a list of text links. You might see maps of nearby businesses, images of your query, or an AI overview. These elements are SERP features (SERP meaning search engine results page).

But what are SERP features, and how do they enhance a user’s experience? By quickly surfacing relevant information, SERP features provide users with the information they seek more conveniently.

Learning more about these features and how they work can be a powerful tool for digital marketers, SEO strategy experts, and business owners. SERP features aren’t rare either; according to Ahrefs, 99% of queries have them.

Discover the different types of SERP features and explore how to rank for SERP features by optimizing your content.

1. Knowledge Graph

Knowledge graphs, or knowledge panels, are information boxes that can appear on the SERP. They typically surface when searching for nouns (people, places, or things) and help provide glanceable information with typical stats highlighted.

Ranking in a Google knowledge graph is a powerful way to highlight your site’s authority by quickly answering a user’s search query. Google frequently pulls information from the content hub, Wikipedia.

How to rank for knowledge graphs:

Updating or creating a Wikipedia page for a topic can influence what appears in knowledge graphs.
Businesses should optimize their Google Business Profile to highlight the information they want to show, and content marketers can use schemas to organize quality structured data.

2. People Also Ask

The People Also Ask (PAA) section is self-explanatory; it highlights questions other people have requested that are similar to your initial query.

This feature provides valuable information to the user while informing marketers and business owners about the user’s thought process and what they seek. Google displays PAA features as questions with drop-down arrows allowing detailed information access.

How to rank for people also ask:

When aiming to rank on Google for PAA features, focus on the questions being asked.
Ensure that your article or page includes a selection of the questions asked and similar questions users might have about the topic.
Make your answers detailed and incorporate potential long-tail keywords for a competitive edge — a bit of keyword research can really help your chances here.

3. Featured Snippets

While SERP features might sound the same, Featured Snippets are a distinct element with a primary page position. Featured Snippets are similar to Knowledge graphs in that they provide concise information to the user, but these are displayed directly at the top of the SERP.

Being referenced in a Featured Snippet is a decisive advantage, as it is generally the first thing the user sees.

How to rank for Featured Snippets:

Sites seeking to rank for SERP features should focus on creating high-quality SEO-friendly content with concise answers.
Structure your page well using header tags to highlight important information.
Incorporating lists in your pieces is a great way to display critical information in a short, understandable format.

4. Rich Snippets

Rich Snippets are additional information that Google sometimes displays amongst SERP results. All search results highlight the page’s title tag, meta description, and URL. Rich Snippets can show additional information, such as a product’s star rating, an event’s location, or a recipe’s cooking time.

Having your search snippets updated to something richer can draw more eyes, and thus clicks, on the SERP.

How to rank for Rich Snippets:

Having Google display a Rich Snippet for your website is all about structuring data correctly.
Ensure you select and implement the correct schema for your webpage, such as product, recipe, and news article.
You can use Google’s Rich Results Test tool to test your page and locate any potential issues. Be sure your content remains relevant and up-to-date.

5. AI Overviews

AI Overviews are the latest addition to the SERP. They provide AI-generated summaries, answer user search query questions, or provide additional context. AI Overviews are displayed at the top of the SERP and are labeled ‘generated by AI’ — they include links to the sources, allowing the user to dive into more detailed information.

Due to their positioning, being included in the overview is advantageous for visibility and authority.

How to rank for AI Overviews:

Due to its newer nature, guidelines on ranking within AI Overviews aren’t set. Your focus should be on creating high-quality, concise informational content.
Keep your page or article well structured with proper headings, using lists and tables to organize information.
Google will prioritize high-authority websites within this area, so focus on building your site’s reputation through content and links.

6. Local Pack

The Local Pack is typically displayed when users are searching for local businesses in their area. Local Packs will display a map of the user’s area and multiple business listings.

Connected to each listing will be information about the business, including:

Name
Address
Phone number
Website
Customer ratings

If you have a local business, this pack is essential to help increase visibility and drive foot traffic.

How to rank for Local Packs:

To rank in a Local pack, optimize your Google Business Profile, ensuring your information is current and you have selected the right business category.
Add high-quality photos and encourage your customers to leave reviews for a better chance of being featured.
Your website should include your business name, address, and phone number to highlight your business’s physical nature.
This is also a great set of rules if you’re wondering how to rank for ‘near me’ keywords.

7. X (Formerly Twitter) Carousel / Latest Posts

The Latest Posts feature (formerly known as the Twitter carousel) now showcases a selection of social media posts from various social media sites. When a user queries a person or company with a strong social presence, Google may display this carousel. The feature typically shows the most recent 3-4 posts for an individual or company.

Having the Latest Posts appear within your SERP can help drive brand awareness and social engagement.

How to rank for Latest Post features:

Ensure you post regularly on your social account, and have your official website link to your social profile.
Build a large audience with content marketing tips to highlight general interest in your brand.

8. Image Packs

If Google detects that a search query has a strong visual connection, it may display an image pack. These packs showcase a select number of images in a horizontal format, which the user can browse. Image packs do not have a set position within the SERP and can be found at the top, middle, or bottom.

Being featured in an image pack provides a direct link to your site for additional reference.

How to rank for image packs:

If your keyword triggers an image pack, the best way to rank for it is to include high-quality, relevant images within your content.
You can better optimize your images with appropriate file names and by including alt text.

9. Discussions and Forums

The discussion and forums SERP feature showcases topics from relevant sources, including Reddit. This feature activates when Google identifies that a search query is frequently associated with online discussions.

Optimizing their website can help forum owners expand discoverability, encourage community engagement, and promote link building.

How to rank for discussions and forums:

To rank for this feature, your forum must be relevant to the keyword searched; niche forums have a particularly strong chance due to their specialized focus.
Forum managers should create clear categories and subforums and encourage members to write clear, descriptive headers.

10. Jobs

The Jobs SERP feature aggregates job listings across the web. If a user searches for a job using common keywords, Google may display it to enhance discoverability.

Surfaced job listings typically include the following:

Job title
Company name
Location
Salary range
Brief description

The filter tool allows users to adjust the results based on location and other relevant information.

Having your jobs featured within the Jobs SERP feature can help increase the visibility of your position, driving applications.

How to rank for Jobs:

Ensure your site follows Google’s Job Posting Schema when setting up your job listings.
Use clear job titles with detailed descriptions, including long-tail keywords throughout.
Submitting to large job boards such as Indeed or LinkedIn can improve your chances of being featured.

11. Top Stories

The Top Stories feature highlights news stories relevant to a user’s search query. These spotlights help promote news sources and deliver up-to-date information to the user.

Top Stories features include headlines, publication names, publication times, and any available images or thumbnails.

They create an intense way for news sources to increase traffic and visibility.

How to rank for Top Stories:

Google will feature sites that include high-quality news content. Site owners should focus on crafting original content that is accurate and timely.
You can increase your chances of being featured using the NewsArticle schema and AMP (accelerated mobile pages) standard.

12. Video Carousel

Like the image pack, the video carousel SERP feature triggers when Google detects a high visual intent. But in this case, the purpose is video-driven.

The host typically showcased is YouTube, but Google may sometimes include third-party video providers. Users are shown video thumbnails and can click on them to be brought directly to the video’s associated page for watching.

For video creators, being featured is a powerful way to increase visibility and drive traffic to your content.

How to rank for video carousels:

Include your video on YouTube for the best chance of being featured within the video carousel for a visual SERP.
Use potential keywords in your video title and description to enhance discoverability.
High-engagement videos are most likely to be selected, so encourage your community to like, comment, and share your content.

13. Sitelinks

Sitelinks are among the most common Google SERP features, showcasing additional links that Google deems important under the main search result for a SERP. By including sitelinks, Google makes it easier for users to direct themselves to the exact page of an intended website. As a result, they are most common in branded or navigational searches.

They can significantly increase user experience by reducing the time it takes to access essential pages.

How to rank for sitelinks:

To have sitelinks displayed for your site, focus on ensuring it has a clear hierarchy.
To assist, provide informative titles and headers for each of your web pages, submit an XML sitemap to Google, and implement schema markup throughout.

14. Events

When users search for events, the Events SERP feature may appear. This feature highlights events focused on the user’s location or topic, such as a musician.

Events generally include these details:

Name
Date and time
Venue
Brief description

If available, Events features may also provide ticket prices and accompanying visuals.

Ranking for an Events feature can help you increase visibility for an event, attracting your target audience.

How to rank for Events:

The most important aspect of ranking for an Events feature is to include Event schema within your event page; this will help Google detect information about the event itself.
Use clear and concise verbiage within the website copy, using any relevant keywords as needed.
Submitting to large event platforms like Eventbrite or Facebook Events can also help.

15. Travel

Travel features, such as Google Flights or Hotels, may appear when deemed relevant. Google will generally show a user searching for flights or hotel information this SERP feature for ease of discoverability.

Each feature includes pertinent information such as flight prices and durations or hotel prices and maps. Google may also add travel guides and informative ‘things to do’ sections to these SERP results.

For travel businesses, travel SERP features can be a powerful tool for increasing visibility and driving user engagement and sales.

How to rank for travel:

Use the appropriate schema on your site to help structure the data for enhanced Google readability.
Local businesses will also want to ensure their Google Business Profile is current.
Creating high-quality travel content around the topic can also help Google surface your website for travel guides and advice.

16. Recipe Cards

Google knows you want to find that lobster recipe as fast as possible, which is why the recipe cards feature exists. When searching for recipes, Google usually displays a list of recipe cards, including the dish name, a rating, the source, and an image. If there are many recipes for a particular topic, Google may display a recipe carousel, which allows the user to browse additional recipes.

For food content creators looking to stand out from the crowd, being featured within recipe cards can improve your blog’s overall visibility.

How to rank for recipe cards:

Use the recipe schema for structuring to surface in Google’s recipe feature.
Create a website with detailed step-by-step recipe instructions, high-quality images, and strong formatting.
Google will most likely pull results from food blogs and dedicated recipe websites with an active audience.

17. Paid SERP Features [Ads]

Unlike organic search SERP features, which website owners must rank for organically, Google will spotlight your website in paid SERP features in exchange for a bit of cash.

There are multiple types of paid SERP features, and the best for your website will depend on your particular needs. In addition to being known as paid SERP features, users frequently refer to them as ‘ads.’

Local Service Ads

These ads typically appear at the top of the SERP for business searches. Local service ads showcase a business’s name, phone number, and reviews. They can help increase a company’s visibility and trust factor. To apply for local service ads, businesses must undergo a Google screening and verification process.

Multistore Ads

These ads are ideal for businesses that wish to showcase several physical locations in their area. Multistore ads will generally include multiple store locations and a map and links for additional information. These ads can help drive individuals to store locations, improving in-store traffic.

Shopping Ads

When a user searches for a product, shopping ads may appear, highlighting promoted products. Typically found at the top or side of a SERP, these features show product images, prices, and additional seller information. Targeting users with shopping ads can help increase product visibility and drive traffic to your product pages.

Text Ads

Text ads are the traditional ads that most Google users are familiar with. These text-only ads appear at the top and bottom of the SERP, displaying similar to regular Google search results besides their ‘Ad’ tag. In addition to providing a meta title, description, and URL, these SERP features may include additional callouts or sitelinks.

Take Advantage of SERP Features With Content Marketing From Siege Media

SERP features are powerful tools for SEO content experts, local business owners, and large businesses. For users, they provide a more convenient experience with faster access to the content they seek. For site owners and businesses, SERP features are a powerful opportunity to drive traffic and increase visibility.

Discover how the team at Siege Media can help shape your content marketing process, delivering content that connects with users and ranks in critical SERPs. Life isn’t better at the bottom of the SERP. Become visible at the top with expertise from Siege Media.