Why Are SERP Features Important?
As search engines continue to evolve, there are a variety of ways in which information can be provided to users. In particular, the SERP, or ‘search engine results page’ feature results are becoming more important for improving SEO performance, getting in front of your customers and ahead of your competitors.
A basic way to describe SERP features is that they are visual elements that provide multiple pieces of information which a user is able to research, designed to respond to search queries more effectively. Google uses the most relevant SERP features to present answers to user queries in a range of different formats on the results page. This allows users to explore and find what they need, in less time.
When it comes to finding SERP features, it is useful to know that they are much more prominent compared to traditional webpage listings and are generated based on Google’s ever-changing algorithm. Each SERP contains the highest-ranking and most appropriate website content related to the search query. Their unique information can sometimes provide users with everything they need without even having to visit a website.
In a nutshell, the ultimate goal of SERP features is to give the user the most relevant search results possible. By appearing in the SERPs, you are able to drive increased organic traffic and engagement.
Whether your site is on Shopify, Wordpress, Wix, Squarespace or other, there are plenty of ways a site can be optimised to increase its chances of appearing on SERP features. Here at Eastside Co, we have the best in-house experts to help you take your site to the next level with SERP feature rankings. But first, why not check out our insightful guide on what SERP features are and the different types you can appear for.
How Do SERP Rankings Work?
Search Engine Results Page (SERP) rankings determine the order in which different websites appear in response to a query on a search engine, like Google. There are various ranking factors and algorithms which are designed to deliver the most relevant and high-quality ranking results to users.
SERP features will often appear above the organic results to help provide users with quick, relevant information that directs them to the best results page. SERP features can also be positioned further down the results, such as image packs and videos. The higher a website appears in the SERP, the more organic visibility and clicks it will receive.
How many SERP types are there?
There are 3 types of SERPs to consider, this includes the following groups:
- Organic Search Results - These are earned organic placements which are determined by Google’s algorithm. This includes Google’s SERP feature rankings.
- Paid Search Results- These are typically PPC Ads or Paid Shopping Listings.
- Rich Results - These are enhanced listings which display different features such as images, videos, rating stars, etc.
Every SERP has a group of different features which are displayed to meet the user’s search intent. Depending on the search queries entered by the user, the SERPs will show a variety of navigational, informational and transactional features.
Most Common SERP Feature Types
Here is a breakdown on the 17 most common organic SERP feature types.
1. Featured Snippets
A featured snippet is a short piece of text, highlighted within a box that appears at the top of Google. They are designed to help answer a user’s search query more efficiently and effectively.
The featured snippet is quality information related to a search query that Google has lifted from a webpage, so that the resource can be found by users more easily. Content shown inside a featured snippet is typically more concise and direct, with the aim to provide quicker answers to a user’s question.
According to a study by Ahrefs, featured snippets get approximately 8% of all organic clicks!
2. People Also Ask
People Also Ask is a rich snippet feature in Google which lists multiple questions and answers related to a search query. This provides users with additional information they may be looking for. These offer websites an opportunity to increase their visibility and attract new traffic by appearing in the feature.
3. Related Searches
The Related Searches feature appears at the bottom of every results page and suggests alternative relevant queries that the user may find useful. These give users an additional set of search ideas and topics which they might like to explore. This can help users to refine their search experience and discover new information. This feature can help SEO professionals understand the user intent of keywords and find new opportunities to target.
4. The List
This SERP feature is often displayed by Google and other search engines which provides a clear list of items or instructions directly on the results page. This list feature is designed to give users a more structured and concise answer to their search query, making it easy and quick for them to find the information they need. This typically works well for question related searches, e.g. food or drink recipes, DIY and other activity guides.
5. Knowledge Panel
A knowledge panel shows specific information, usually about people, places and organisations, which is lifted from high authoritative sources. They provide a more extensive answer about a certain topic a user has researched to save them clicking on for more details. They tend to appear to the right side of the organic results on desktop search. On mobile, they are shown directly under the ‘People also ask’ section or just above the ‘People also search for’ feature.
6. Local Pack
The local pack appears on the first page of organic results for any search query with a local intent, local service or geographical name e.g. ‘coffee shop near me’. A local pack contains a group of 3 related business listings, most relevant to the user’s query.
The business listings are pulled from the GMB directory and appear as a list format, with a map above to highlight the relevant area and provide a link to ‘more places’. Each business listing includes reviews, working hours, a physical address and a link to the company’s website.
7. Google Flights
The Google Flights SERP feature provides a list of the best flight options available relevant to the user's searched flight destination. This feature also includes other information such as flight dates, durations, number of transfers, prices, airline and lots more detail. These flight options link to the relevant airline companies so that users can book them directly through the Google search engine results page. This search result makes it quick and easy for users to find the flights they need and plan their trip accordingly. Users are also able to compare flights with other airlines to find the best prices.
8. Organic Shopping Results
If Google detects a keyword with a transactional search intent, this can sometimes trigger a carousel of products that are able to be purchased. This is called the ‘Shopping Results’ SERP feature and each product is displayed as an AD which can come from multiple ecommerce sites.
The purpose of the ‘Shopping Results’ SERP feature is to allow people to browse through various products from a variety of brands more efficiently, without having to search other queries. It is also designed to help sell products more directly by providing images and prices. Shopping Results is mostly used when a query contains a product name and usually appears at the top of the SERPs.
9. Image Pack
An image pack appears as a horizontal row in the search engine results which contain a series of high-rated Google image links. These click through to individual images relevant to the user’s query. Google chooses to show an image pack when they believe visual content will be best for serving the user. The horizontal row can be positioned anywhere in the organic results.
10. Video Results
A video result SERP feature offers a specialised format where it typically shows a pack or carousel of videos with a series of appropriate and relevant content to answer the user’s query. thumbnail (visual preview) next to a search result listing description. Each video listing contains a thumbnail (visual preview), video title, video link, specific timestamps, and a description all inside one box.
These only appear for certain keywords and are designed to provide users with the most relevant video content based on their search queries. The Video Preview recommends a clip that is in closest relation to a user’s query and is often generated from Youtube or in some cases from web pages which have their own video.
11. Recipes
The Recipe SERP feature is another Google rich snippet and only appears specifically for food or drink recipe-related queries. On desktop, it displays as three rich cards and on mobile devices, it is displayed as an image carousel. The feature provides top recipe results inside a card. These include the recipe name, an image of the finished recipe, reviews, cooking time, description of some of the main ingredients. This allows users to quickly find the recipe they need without searching through lots of websites. Users can also compare recipes, discover new dishes and have direct access to recipe information.
Desktop View:
Mobile View:
12. App Pack
When user’s search for a particular type of app, Google will display a pack of the most relevant apps available to download which will benefit the user’s needs. These will usually appear on mobile or tablet search results and are shown inside a box at the top. If the app being searched for is a close match to one on the Google app store, then the more likely an App Pack will be shown. These will be applications which rank the highest on the app store. If a user clicks onto one of the apps in the SERP feature, it will immediately take the user to their devices app marketplace where they can install it.
13. Twitter Boxes
Google will often display tweets within organic search results that appear as a row of boxes which can come from a brand or person. They only use the most recent and relevant tweets to a user’s search query to help provide them with real-time information. It also boosts the online presence of the brands who have tweeted.
14. Jobs
When a user searches for a specific job, Google will automatically display the latest relevant job listings available in the user’s location. The job listings will appear in a column at the top of the SERPs and each one contains job title, hiring company, location, the website which shows the original job post, how long the job has been open for, whether the job is full-time or part-time and if you have your home address saved to your Google account, you will be able to see the estimated commute time.
Users also have the ability to filter the job listings SERP feature to suit their needs. These can be based on category, title, location, date first advertised, full-time or part-time, industry and company name.
15. Sitelinks
Sitelinks appear below the main web result and are a group of separate links for one particular domain. The sitelinks support users in navigating your site and allows them to browse its different features which might interest them.
You will find sitelinks in only certain organic results and are shown as sub-listings under the first result in the search engines. They usually include between four and six links to the other web pages of the main URL. These will point to the most important sections of your website and provide users with a shortcut that saves them time, so they can find information more quickly.
16. Direct Answers
You can find the Direct Answer (Quick Answer, Answer Box) appear at the very top of the SERP in response to a search query and provides immediate, exact answers to users without the need for them to click through to a website. These are displayed when Google believes the query is a simple question and can be answered briefly with a short piece of text.
17. Top Stories
Top Stories often appears near the top half of the SERP and displays a block of the latest news articles relevant to a user’s query. This includes information such as the news article time stamps, publisher names and news website. This SERP feature is designed to provide users with timely and authoritative news sources, giving them direct news content that they may be interested in. The articles highlighted are usually related to upcoming events, trending stories and major updates.
Benefits Of SERP Features In SEO
By appearing in SERP feature rankings, this helps to significantly boost the organic traffic to your website. As a result, you’ll be able to generate more engagement and conversions through driving users to relevant pages on your website.
Overall, your site will have increased online visibility and you’ll be able to get in front of your competitors. Making it easier and quicker for users to find your website. A SERP feature ranking is also an effective way to improve your website’s credibility and authority level due to the fact that Google is recommending your website.
Why Target SERP Features For SEO?
- Increased organic traffic
- Boosted online presence
- Improved brand credibility
- Drive more conversions
- Get above your competitors
- Reach your target audience
Google Tests New SERP Feature
In this article we have mainly focused on outlining the most common SERP features but it is important that we mention about Google’s latest activity where it has been found to be testing a brand new SERP feature. In particular, Google has been focusing on different layouts and formats for the Featured Snippet feature. The first one it has tested out is the card style Google Featured Snippets and the second feature is a block and list view style of the Featured Snippet.
By making you aware of these potential SERP changes, you’ll be able to better prepare your website and reduce the impact it has on your traffic and conversions. Making sure your ranking page in the featured snippet is well optimised for the keyword you are targeting will be vital. The reason for this is that if more sources are shown in a Featured Snippet, this will decrease the value of your current Featured Snippet listing.
Card Style Featured Snippet
Block and list view of Featured Snippet
SERP Feature FAQs
1. How to feature as a SERP
It is important to understand what information the search engine needs to be able to rank your website in the SERP features. Each SERP feature will require different types of information, therefore you will need to ensure your website is optimised for the specific SERP feature you want to target.
The main method for featuring as a SERP is to create high quality, rich content that the search engines will be able to recommend. Rich content includes types of structured data that Google can use to respond to a user’s search query, such as reviews, recipes and events, product markup and video. By adding this content to your website, you will appear in the rich snippet SERP features.
Be sure to check what results are currently showing in the SERP features you want to target as this will give you tips on how to optimise your website.
For example, if you want to feature in the Frequently Asked Questions section, you will need to ensure the relevant page on your website answers those queries effectively. If Google finds that your website content is better, then it will replace the competitor's SERP link with yours.
2. How to find SERP feature opportunities
By using tools like SEMrush, Moz or Ahrefs, you can track new SERP feature opportunities for specific keywords in organic search. Most of the tools also allow you to discover what SERP features your site currently ranks for and what ones your competitors are ranking for. You do this by visiting Site Explorer and entering the competitor domain you want to check or you can find the SERP features
If you want to find what SERP features are available yourself, simply search for the keyword you are targeting in Google and you’ll find all of the SERP feature options you can optimise your site for. The typical ones include People Also Ask, Featured Snippet, Images and Videos.
Discuss Your Ecommerce SEO Needs With Us
We hope you have found our guide to SERP features valuable and that you now understand the clear advantages SERP feature rankings can achieve for your website. If you’re interested in learning more about SERP features in SEO or other ways to build your online presence, Eastside Co, the Shopify Experts, are on-hand to help. Simply get in touch with our friendly team, we’d love to hear from you!
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