What Are SERP Features? Types & How to Optimize for Them

What Are SERP Features?

SERP features are chopped hunt results that guidelines retired from accepted integrated (unpaid) hunt results (the bluish links) that purpose to amended the personification acquisition by providing speedy answers and further accusation straight connected results pages.

And they tin return respective forms. 

Like this featured snippet:

Some different communal Google SERP features see AI Overviews, People Also Ask (PAA) boxes, image packs, video carousels, and knowledge panels.

Over time, Google has continuously added caller SERP features. You’ll seldom spot hunt results without them.

Semrush Sensor information from October 2024 shows that conscionable 1.53% of Google hunt results look without immoderate SERP features.

Why Are SERP Features Important successful SEO?

SERP features are important because they tin thrust much integrated postulation to your site.

Why?

Since these features return up much abstraction and look prominently successful hunt results, they’re much apt to guidelines retired to users. And pull clicks.

In the SERP below, you tin intelligibly spot that the AI Overview, featured snippet, and PAA container are much visible than the integrated listings.

And securing SERP features tin awesome to searchers that your contented is trustworthy and reliable. Because Google astir apt wouldn’t show your webpage truthful prominently if it didn’t position it arsenic credible.

In short, SERP features are worthy going after.

10 Google SERP Features & How to Optimize for Them

These are immoderate main types of SERP features you whitethorn spot connected Google:

1. Featured Snippets

Featured snippets straight reside users’ queries pinch a succinct mentation pulled from a webpage and see a nexus to the root page. 

They usually show adjacent the apical of the SERP—above the integrated hunt results. And look for illustration this:

These snippets travel successful different forms. Such arsenic short paragraphs (like the supra example), lists, and tables.

How do you gain featured snippets?

Start by identifying applicable queries that trigger this SERP feature.

Use Semrush’s Keyword Magic Tool to find them.

Enter a wide word related to your niche, take your location, and click “Search.”

You’ll spot a database of related keywords and immoderate SERP features those position trigger.

Click the “Advanced filters” drop-down. And prime the checkbox adjacent to “Featured snippet” from the database nether “SERP Features.”

Then, click “Apply.”

The instrumentality will past show you each the keywords related to your first query that trigger featured snippets.

Browse the database to find position you want to trade contented around.

Next, click connected the magnifier icon to the near of the “SERP Features” file to unfastened a hunt results page for the keyword you want to target.

This lets you study the featured snippet successful greater detail.

Check the snippet type. And analyse the contented connected the page it’s pulled from—specifically the conception that appears arsenic the featured snippet. This will thief you understand what it takes to look there. 

While there’s nary guaranteed look to gain a featured snippet, you tin optimize your contented to summation your chances of winning one.

Start by aligning your contented format pinch the snippet style presently ranking for your target keyword.

Then, optimize for that circumstantial snippet type. 

Here’s how:

• Paragraph snippet: Use your target query arsenic a subheading and reply it instantly successful a single, concise paragraph. Make judge to supply meticulous and nonsubjective information.
• List snippet: Use a numbered database successful your contented if a circumstantial bid aliases series is needed (e.g., “steps to instal star panels”). And slug points for unordered lists (e.g., “spaghetti ingredients”). You tin besides usage heading tags to reenforce some database types.
• Table snippet: Present accusation successful a elemental array pinch clear, descriptive headings. And use applicable HTML array tags, truthful Google tin scan it easily.

2. AI Overviews

Google’s AI Overviews are short, AI-generated summaries pulled from top-ranking pages that look astatine the apical of SERPs—above each different type of result. 

This SERP characteristic tin show for immoderate type of query. But you’ll spot it much often for “what is/are [keyword/topic]” keywords and different informational queries.

Like this one:

You don’t needfully person to do thing typical to optimize your contented for AI Overviews. 

Just travel SEO champion practices like:

• Ensuring your pages are crawlable and indexable
• Creating helpful, high-quality content that meets searchers’ needs
• Demonstrating Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) successful your content
• Optimizing your pages for target keywords
• Keeping your contented up to date

3. Popular Products

Popular products carousels show products related to a user’s hunt query erstwhile applicable and see images, prices, ratings, and links to the corresponding product pages.

This characteristic usually appears erstwhile you hunt for a circumstantial merchandise class aliases brand. 

Here’s what it tin look like:

Popular products carousels thief users quickly comparison products from different brands/retailers straight connected SERPs. And they tin moreover select it based connected their preferences. 

These SERP features are besides useful for businesses. Because celebrated products carousels tin beryllium an effective measurement to thrust much postulation to merchandise pages. And perchance summation sales.

Follow these tips to optimize your merchandise pages for celebrated products carousels:

• Create a Google Merchant Center relationship and adhd your merchandise feed. This helps Google show your products on pinch important specifications astir them. 
• Add product system data (a circumstantial type of codification that includes accusation astir products) to your merchandise pages
• Use high-quality merchandise images connected your webpages. And see applicable keywords successful your merchandise titles and descriptions.

Further reading: 

• Product Page Optimization: 6 Successful Strategies To Try
• A Deep Dive into SEO for Ecommerce Product Pages

4. Local Pack

The local pack (also known arsenic the representation pack) is simply a group of business listings that appears for hunt queries pinch section intent—meaning users are trying to find adjacent products, services, aliases amenities—and is usually astatine the apical of the SERP. 

Some illustration queries this SERP characteristic mightiness show for see “real property lawyer chicago” and “japanese restaurants adjacent me.”

And a emblematic Google section battalion includes:

• Three business listings pinch cardinal information. Like names, addresses, telephone numbers, ratings/reviews, operating hours, and website links.
• A representation showing wherever the featured businesses are located
• An action to position much results

If you’re moving a section business, appearing successful section packs tin importantly boost your online visibility and in-person visits.

Here's really you tin summation your chances of showing successful the section pack:

• Create your Google Business Profile (GBP)—a free listing that appears successful Google results. And support it updated pinch existent and meticulous accusation astir your business.
• Get name, address, and telephone number (NAP) citations connected business directories and societal media profiles
• Target local keywords—location-specific queries that group usage to hunt for businesses for illustration yours. And optimize your website contented (i.e., blog posts, merchandise aliases work pages, and different website copy) by incorporating these terms.
• Implement local business schema markup (schema markup is different measurement to mention to system data) connected your website
• Build backlinks from applicable section business websites and publications to your tract to boost your authority
• Get customer reviews and respond to them

Further reading: Local SEO: What Is It & How to Do It

5. People Also Ask Boxes

People besides inquire boxes show a database of questions related to the first hunt query arsenic good arsenic speedy answers and links to the root pages. 

This characteristic lets searchers research different taxable angles. Without performing further searches.

You’ll spot a little reply and a nexus to the root page erstwhile you click a question. And caller questions will beryllium added to the database arsenic you click questions.

You tin easy find applicable PAA questions for your taxable pinch the Keyword Magic Tool.

Enter your taxable aliases a wide word related to your niche and click “Search.”

The instrumentality will make a database of related keywords. Along pinch disposable SERP features for each of them.

Then, prime “Advanced filters” and tick the checkbox adjacent to “People besides ask” successful the “SERP features” drop-down. And click the “Apply” button. 

Now you’ll only spot queries that trigger PAA boxes.

Click the icon to the near of the “SERP Features” file to analyse People Also Ask questions that look successful the SERP for your chosen term.

Once you’ve identified position and their corresponding PAA questions, see those questions arsenic headings and subheadings successful your content. And reply them directly. 

Also, align your reply pinch the format of the existing answer. 

For example, if the existent reply is system arsenic a bulleted aliases numbered list, replicate that style.

6. Rich Snippets

Rich snippets (also called rich | results) show other accusation astir your page straight wrong different modular hunt results.

These snippets tin see elements for illustration images, ratings, and prices. Making hunt results look much informative and visually appealing.

For example, Google shows image snippets on pinch hunt results for this query:

Common types of rich | snippets include:

• Review snippets: Show ratings associated pinch the ranking page 
• Recipe snippets: Provide specifications astir recipes, including ingredients, cooking time, and nutritional information
• Product snippets: Display accusation astir products. Such arsenic price, availability, and reviews. They’re peculiarly useful for ecommerce sites.
• Event snippets: Highlight arena specifications for illustration date, location, and summons availability
• Sitelinks: Lead to different important pages aliases sections of the ranking website

Google pulls these other specifications from schema markup recovered successful the webpage’s HTML. 

So, it’s a bully thought to adhd applicable schema markup to your pages to make them eligible to show rich | snippets. 

Use Google’s Structured Data Markup Helper to make the needed code. 

And travel Google’s instructions to adhd the system information to your page. 

Then, cheque if your system information is group up correctly utilizing Semrush’s Site Audit tool.

It’ll scan your website and item pages pinch invalid system data. 

Launch the instrumentality and travel these configuration instructions to group up your project. 

Once the audit is done, you’ll beryllium taken to the “Overview” report. Which shows your site’s wide wellness and issues recovered during the audit. 

Select “View details” nether “Markup.”

The instrumentality will show you the number of pages pinch markup—including those pinch invalid system data.

Scroll down to the array and click connected “View each invalid items” astatine the bottommost to spot the complete list. 

Click an arrow adjacent to “# fields” nether the “Affected Fields” file to spot what you request to do to hole the invalid code. 

Work your measurement down the database and instrumentality the needed changes.

7. Discussions and Forums

The discussions and forums SERP characteristic shows conversations from places for illustration Quora and Reddit that are related to the user’s search. 

This characteristic often appears for hunt queries asking for proposal aliases experiences. Such arsenic “best training shoes for wide feet.”

Note that you request to person an owned forum to look successful this SERP feature. But being progressive connected celebrated forums tin thrust group to your answers. And yet to your tract via links successful your answers. 

But only see links if they're applicable to the discussion. The extremity is to supply value—not to beforehand your tract aliases products.

Further reading: Reddit Marketing 101: How to Successfully Market connected Reddit

8. Image Packs

An image battalion is simply a statement aliases grid of images related to a hunt query and typically appears adjacent the apical of the SERP.

Google displays it erstwhile images are much apt to thief users for a fixed query.

Like for this search:

Follow these tips to thief your contented look successful image packs:

• Use images that are applicable to your page’s contented and adhd worth to the connection aliases accusation you're conveying
• Give applicable names to image files and see keywords (e.g., alternatively of "image123.png" usage "fresh-chocolate-chip-cookies.png”)
• Compress the record size without compromising value to thief images load quickly—page velocity is simply a facet successful SEO
• Use structured information for images and image sitemaps to supply Google pinch much accusation astir the images connected your site
• Include concise, descriptive alt text for each image. This helps Google understand what the image is showing.

Further reading: Image SEO: How to Optimize Images for Search Engines & Users

9. Knowledge Panels

A Google knowledge panel is an accusation container astir an entity for illustration a person, place, aliases point that appears connected the correct broadside of the SERP.

Like this:

Knowledge panels propulsion accusation from Google's Knowledge Graph (a ample database astir entities). And typically see specifications for illustration descriptions, facts, and related links.

In summation to boosting your visibility and traffic, appearing successful a knowledge sheet tin heighten your brand's estimation and authority. 

One of the champion ways to summation your chances of showing successful a knowledge sheet is to create a dedicated institution page (like an "about us" page) that only links to reputable websites you trust. 

This way, Google tin easy verify your accusation and beryllium assured that it's true.

Other tips include:

• Claiming and verifying your entity’s knowledge panel—if 1 exists
• Creating and optimizing your company’s Google Business Profile
• Reaching retired to sites that inaccurately picture your brand, providing them pinch an meticulous description, and asking them to make corrections
• Using organization schema to thief Google understand your company

10. Video Carousels

Video carousels are collections of videos related to the hunt query that show erstwhile Google thinks it whitethorn beryllium amended answered pinch video contented than text.

For instance, the hunt “handstand pushups” shows a video carousel featuring tutorials connected really to do this workout astatine the apical of the SERP. Because watching personification do handstand pushups is easier to understand than reference astir them aliases looking astatine stagnant images.

To amended your chances of appearing successful video carousels:

• Create high-quality, useful videos that reside users’ search intent (what searchers are trying to achieve)
• Write descriptive titles and record names for your videos. And optimize them pinch applicable keywords.
• Create engaging thumbnails that guidelines out
• Upload videos to YouTube. Most videos that look successful video carousels are hosted connected YouTube. 
• Use the VideoObject schema markup if you big videos connected your website

Further reading: 

• Video SEO: How to Get Your Videos Ranked connected Google
• YouTube SEO: How to Optimize Your Channel for Visibility

How to Track Your Site’s SERP Features

Semrush’s Position Tracking instrumentality helps you way advancement arsenic you optimize your tract for SERP features. 

Open the tool, participate your website, and click “Set up tracking.”

Next, travel the configuration instructions to group up your project. 

Once the setup is complete, you’ll beryllium taken to the “Landscape” report. Which gives you a speedy look astatine your site’s wide advancement crossed SEO metrics for illustration visibility, traffic, and mean keyword position.

Scroll down to the “SERP Features” report. 

It shows really galore SERP features your tract ranks for. And immoderate disposable for the keywords you’re search that you don’t yet rank for. 

The mini icons astatine the bottommost correspond different SERP features. Hover your pointer complete the icon to cheque its sanction arsenic shown for “AI Overview” successful the screenshot below. 

Now, scroll backmost up and click the “Overview” tab to find elaborate reports connected each SERP feature. 

Click the “SERP Features” drop-down and prime immoderate circumstantial SERP characteristic you want to analyse from the database of options. 

You tin past cheque your site’s advancement for the selected SERP feature.

Analyze your standings for each important SERP feature. And support optimizing your website accordingly. 

How to See Your Competitors’ SERP Features

Analyzing your competitors’ SERP features helps you study which ones they’re ranking for, truthful you tin spell aft SERP features that are apt to beryllium valuable.

Here’s how:

Launch the Organic Research tool. 

Enter a competitor’s domain (e.g., “starbucks.com”), take your location, and click “Search.”

Head to the “Positions” study and click the “SERP Features” tab.

This shows you the number of SERP features the competitor ranks for. 

Next, click the “Advanced filters” drop-down and prime “Exclude” > “Keyword type” > “Branded.” And click “Apply.”

This will region each branded keywords—queries that see the competitor’s sanction aliases a adjacent variety of it.

Browse done the database to place applicable position you tin target.

And dive into really overmuch postulation the tract gets from the keywords they person SERP features for. 

As an example, let’s do that for the section pack.

Click the “SERP Features” drop-down, hover complete “Domain ranks,” and prime “Local pack.”

Use this information to prioritize your target SERP features and keywords. 

Start Securing SERP Features

Ranking for SERP helps to boost your site’s visibility, credibility, and traffic. Which tin lead to amended returns from SEO.

Ready to begin?

Start by identifying applicable keywords that trigger SERP features utilizing the Keyword Overview instrumentality and the Keyword Magic Tool.

Explore these devices pinch a free Semrush account.