Mastering Google Search in 2024 (Part 2): New SERP Features

Expanding on our prior analysis of Google SERP Features, in this article we dig deeper into the most prominent organic and paid elements.

Google’s latest search engine updates are keeping SEO strategist busy! SERPs have become more cluttered, and many would argue, less useful.

In this article, we’ll break down the latest Google SERP features and how they might affect how we do search engine optimization (SEO) and paid search (SEM). By staying on top of these changes, you can find new ways to find opportunities for meaningful, above-the-fold, search visibility within individual SERP components.

Buying Guide

The “Buying Guide” Google SERP feature offers users various dropdown menu options to access additional information about the product they’re searching for. It helps shoppers discover crucial details, such as price, brand, and type, enhancing their understanding of the product.

What makes it significant?

With the Buying Guide’s dropdown options featuring editorial content, your content marketing gets a fresh opportunity to appear in SERPs. Seamless integration of these guides in search results enables users to conveniently access valuable insights and make informed purchasing decisions.

Things to Know

“Things to Know” is a Search Engine Results Page (SERP) feature introduced by Google to enhance the search experience by providing users with a comprehensive overview of a particular topic directly within the search results. This feature aims to offer users quick access to essential information, including definitions, key facts, and related topics, without the need to click through the individual search results.

SEO teams can optimize for Things to Know by creating high-quality content that covers the topic in depth with relevant keywords. This will improve your website’s visibility in Google’s search results.

How to optimize your content for “Things to Know”

• Target search intent: Use the right keywords and phrases, and make sure your content is relevant to the topic.
• Optimize content structure: Use headings, sub-headings, and bullet points to break up your content.
• Identify content gaps: Add information, provide examples, and link to other resources.
• Use simple language: Avoid jargon and technical terms, and use plain language that is clear and concise.

Critic Reviews

“Critic Reviews” is a SERP feature that goes way back to 2015. We’ve begun to see it again. Google initially launched this to only 5 publishers; however, after Yelp and TripAdvisor expressed their dissatisfaction with being excluded, the feature expanded beyond travel, hospitality, and local results to include products and more.

Critic Reviews goes beyond travel/hospitality and local results to products and more. This Google SERP feature is primarily driven by brand keyword searches. This feature provides users with a comprehensive list of reviews from “authoritative” sources across the web. It presents a great opportunity to enhance your digital PR strategies by analyzing where your competition is gaining review traction on strong and relevant domains.

How Does it Benefit Brands & Businesses?

The Critic Reviews has the potential to indirectly aid brands and businesses in various ways, although its direct influence may not extend to every brand. Here’s a breakdown of how it can be advantageous:

1. If a brand gets a positive response from respected critics, it can score wider recognition and possibly draw in new customers who trust professional judgments. These critiques might show up in the Critic Review SERP, boosting the brand’s visibility in search results.
2. Favorable critic reviews can serve as a credibility boost for a brand, particularly for new or less-established businesses. Witnessing their product receive praise from experts can instill trust and confidence in potential customers.

Local Business (Google Guaranteed)

The Google Guarantee program, launched in 2017, enhances the credibility of local service providers, offering customers peace of mind when hiring professionals like plumbers and locksmiths.

To qualify, businesses must meet criteria, pass background checks, and validate licenses and insurance. They enroll in Google Local Services Ads (LSA), maintain positive reviews, and, upon approval, earn the Google Guarantee badge, assuring customers of a refund if dissatisfied.

Here’s how local businesses can get listed in the Google Guarantee program:

1. Eligibility Check: Businesses must pass background checks and have relevant licenses and insurance.
2. Enroll in Google Local Services Ads: Create a detailed business profile through this separate program from regular Google Ads.
3. Background Checks: Google screens business owners and employees for criminal records and pertinent information to prioritize customer safety.
4. Insurance Verification: Google confirms that the business’s insurance coverage meets the necessary standards.
5. Customer Reviews: Positive feedback and high ratings are vital for businesses in the Google Guarantee program, boosting their visibility in search results.

Mentioned In (Organic)

A “Mentioned In” snippet in Google search results displays web pages that reference or cite a specific website or page. This provides added credibility by demonstrating where a source has been acknowledged elsewhere on the web.

How Marketers Can Optimize for “Mentioned In” Snippets:

1. Create Quality Backlink: Develop valuable and authoritative content that’s likely to be referenced by others.
2. Build Links: Acquire high-quality backlinks from reputable websites through a link-building strategy.
3. Online PR and Outreach: Collaborate with industry influencers and experts to increase mentions.
4. Monitor Mentions: Use tools to track mentions and engage with sources that reference your content.
5. Promote Content: Actively promote your content through various channels to boost visibility.
6. Participate in Discussions: Engage in industry-related discussions and forums to establish your expertise.
7. Guest Contributions: Contribute guest articles to reputable websites to attract mentions and backlinks.
8. Create Shareable Assets: Develop shareable resources like infographics or research studies.

Visual Stories

Launched in May 2022, Google Visual Stories is a key player on US mobile devices. It presents algorithmic Web Stories in exclusive placement on Google’s first search page, positioned for mobile users at the top, middle, or bottom.

This feature provides:

• Captivating content: Visual and interactive, it encourages users to explore further.
• Mobile friendly: Tailored for mobile, ensuring seamless browsing on devices.
• Diverse content: A platform for news, products, guides, recipes, and more.
• Visibility: Often displayed at the top of search pages, driving traffic.