These are some elements that appear on your screen whenever you search for something on Google. These things are there for a reason – to give you more visibility to the online market. For instance, when searching for “hardwood floors,” the SERP will give you ads, the local pack, a Wikipedia knowledge panel, as well as the option to explore more results related to your search.
Featured Snippets – quick summaries that answer the query
Local Pack – a map followed by business listings
Reviews – presented as star ratings found in search results whenever a relevant website is indexed
Sitelinks – links from the same website (usually comes with branded searches)
Top Stories – news bits appearing in a carousel of trending news topics
Images – part of an embedded gallery that shows up for queries related to imagery
Instant Answers – like featured snippets except they provide more direct answers pulled from Google’s knowledge graph
People Also Ask Box – contains questions pertaining to the initial search and shows up midway through the SERP
Knowledge Panel – offers a background on a subject (found at the the right hand side of the search results
Video Carousel – a choice of videos, usually showing up when keyword contains “video” or on any related search that is popular on YouTube.
Paid media may not technically classified as a SERP features, but their presence does create a considerable impact on searches. For example, Google Search Ads, which are placed on top and below the SERP, look no different from organic results. They can be acquired by opening an account with Google Ads and bidding on particular queries. ) before going to a website.
How to Optimize for SERP Features
There are three common ways to make your website SERP feature-optimized. One is with a language that is universally acceptable to search engines (for example, schemadotorg markup). Such a language should be used by Google for their SERP features like news box, knowledge panel, and the rest. Another one is Google My Business, with which your business can show up in more local search features like the local pack and Google maps. Yet another is Google Ads, which can be an effective way to land at the top of Google.
In the end, you’ll want to use SERP features to actually make a difference in your bottom line. The surest route to this is using a professional digital marketing company that is experienced and proven in the industry.