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Google is always at the forefront of creating new SERP features to offer diverse search results and enhance the customer experience. Depending on the search query, users may see maps, images, videos, questions and answers, and much more. It’s important to note that the appearance and order of these SERP features are constantly changing.
While these constant updates and personalization are user-friendly and beneficial for customers, they can be quite frustrating for digital marketers. However, if utilized effectively, Google SERP features can serve as a powerful tool for SEO and SEM managers. They can help optimize content to drive more traffic, achieve better above-the-fold visibility, improve user experience, and allocate marketing budgets efficiently to optimize and maximize marketing ROAS (Return on Ad Spend).
This article aims to explore the various types of Google SERP features available and highlight the benefits that come with appearing on these features.
Let’s begin!
SERP Features are additional organic or paid elements that appear alongside the “Traditional 10 Organic Links” on SERPs (Search Engine Result Pages) of Google Search Engine. Some examples of Google SERP features include “People Also Ask”, “Featured Snippets”, “Text Ads”, “Video Carousel”, and “Knowledge Panel”.
Considering SERP features in 2023 and understanding their impact on your performance is crucial. This aspect can prove highly beneficial when planning your keywords and creating, as well as optimizing, your content. By taking SERP features into account, you can strategically align your content to maximize its visibility and effectiveness in search engine results.
Each SERP feature displays different types of information to accommodate their customers at various stages of the shopping journey to enhance their experience.
For brands, retailers, and any other businesses, there are two primary strategies on the SERP: i) SEO and ii) SEM. These strategies aim to optimize websites and increase their paid and organic visibility, traffic, impressions, clicks, and conversions on the SERP.
We have all witnessed various types of SERP features appearing for different keywords. However, it can be challenging to determine which SERP feature is best suited for your strategy.
This is where SEO (Search Engine Optimization) and SEM (Search Engine Marketing) come into play.
For any relevant searches, SEO optimizes the content on a website and its structure to rank them higher. By appearing on the first page of the SERP, a website can attract more clicks and organic traffic, thus increasing visibility and potentially generating leads and sales.
SEM, on the other hand, is used for paid search ads to appear at the top of the SERP for specific keywords. These ads target specific audiences and help businesses drive traffic rapidly. By analyzing the performance of these ads, businesses can adjust their targeting and bidding strategies, improving their return on investment (ROI) to achieve their marketing goals.
In both SEO and SEM, understanding the role of the SERP, key factors influencing rankings, and optimizing marketing and advertising strategies to achieve higher SERP rankings is crucial.
SEO and SEM teams can leverage the information provided on the Google SERP to gain a better understanding of their total search performance on the platform.
The Image depicts the list of SERP Features in 2023 that frequently ranked and appeared in the SERP estate.
There are two types of Google SERP features that appear on a regular basis.
Now, let’s learn about all the Google SERP features in more detail.
In 2023, organic SERP features are the additional elements and listings that appear on a search engine’s results page naturally, without any paid promotion or advertising. The listings are based on factors such as relevance, quality, authority, and what the search engines deem most relevant to the user’s queries.
Organic SERP features are achieved through the implementation of SEO (including Local SEO) and content marketing strategies. SEO and content strategies play a vital role in securing and maximizing your organic visibility, ultimately enhancing the overall positioning of organic SERP features.
Let us go through details about some of the most common organic SERP features that appear on Google.
The Google Featured Snippet is a large box located at the top of Google SERP where Google displays a snippet of content from the top-ranking organic results in the SERP. Google first began displaying featured snippets directly in its SERP in 2014. It is showcased when the search query shows informational intent. This feature provides valuable pieces of information in a precise form giving searchers a quick answer to their questions. It features text or video from a website that directly answers the search query. The different formats for featured snippets are paragraphs, bulleted lists, and tables.
Per Ahrefs, the Featured Snippet gets about 8% of all organic clicks a significant impact on the organic click-through rate. Featured snippets put your website at the top of the SERP and make it more clickable on both mobile and desktop.
The “People Also Ask” box showcases an infinite list of algorithmically generated questions that are relevant to the search query. Google introduced the “People Also Ask” (PAA) feature on its SERP in 2015. This dynamic Google SERP feature aims to provide users with additional information by answering a series of closely related questions based on their initial search query and their intent.
According to Advanced Web Ranking, this organic SERP feature shows up in 8.5% of all US-based search queries. They are mini-FAQs placed in the organic search results. The goal of PAA is to provide an easy way to answer the user’s initial query and possibly the subsequent queries that may follow.
Google Popular Products is an unpaid and organic display of Google shopping product listings. It showcases a carousel of products that are relevant to your search term and available for purchase. Google Popular Products can considered as the most sought organic SERP features in Google Shopping and is positioned in the middle of the search result page. Users can filter by price or by product category within the popular products feature.
Sitelinks are a collection of links to various pages within a particular website, displayed beneath the main URL and description of a search result on Google’s SERP. Google began displaying Sitelinks directly in its SERP in the early 2000s. These Sitelinks are automatically generated by Google’s web crawlers which helps users quickly find a page or content within that site. The more site links you get directly influences the ease of visitors’ navigation through the site, enhancing their browsing experience.
Sitelinks come in two main forms: Links that take searchers to a page on a website or those that take searchers to a section of a page. Sitelinks usually appear in a search for a specific brand and Google decides which site links to display. For branded search terms, Google serves as an expanded search result with an option to 10 extra links to a particular site. This will allow users to directly reach the page they are looking for and lead to a better CTR.
An image pack consists of a series of images displayed by Google in the search results for queries related to images. Google identifies search queries with visual intent and presents users with a carousel of images relevant to their search term. When Google’s algorithm determines that visual information is relevant to a search, the SERP will include a row of images. Clicking on any of the images directs you to the images tab of Google. Google introduced Image Packs directly on the SERP in the early 2010s, and it has since become a significant component of search results.
Google began displaying Video Carousels directly in the SERP in the mid-2010s, and it has since become an increasingly important part of the search results. Video carousels are a set of video results or video snippets that appear in the organic search results enhanced with a video thumbnail. They have a title and a description and most often they link back to YouTube. This organic SERP Features is Google’s response to a query that identifies as having visual/informational intent. Google video results only appear if a site has embedded video content that’s relevant to the search.
SEO Inc. reported that 62% of all Google searches include video carousels, and those videos are 50 times more likely to rank organically than plain text results. Video carousels are significant as they take a lot of SERP real estate. They often appear at or near the top of the page which makes it highly likely to get clicked. It is better to upload your videos through YouTube as YouTube is a product of Google.
Google displays a local map pack to users when it detects that a search query has local intent. They have been displaying Local Map Packs directly in their SERP since the early 2000s. A local pack appears when someone enters a query with a location name or when Google’s algorithm finds that a searched item is available nearby.
The local pack appears as a map with pins indicating businesses that are relevant to the search term. A local map pack includes the top three physical locations that Google considers relevant, along with reviews, hours, contact information, a link to the website, and directions via Google Maps.
Learn more about it in our blog post “How to optimize for Local SEO”
Rich snippets are organic SERP features for a specific result in the SERP that add extra visuals to a result, like stars in product reviews or photos in news results. It gives additional information other than a title tag, a description, and a URL which helps users decide in their clicking process. Google began displaying Rich Snippets directly in its SERP in the mid-to-late 2000s. FAQ snippets are a common form of rich snippets. With the extra information added to your listing, the chances of your listing getting clicked increase.
An “App Install” organic results is a feature that allows users to find and install new mobile apps directly from the SERP that are relevant to their search queries. These types of results are typically displayed in the SERP when a user’s search is related to a specific app or a type of app.
Google began displaying “App Installs” results directly in its SERP in 2013 with the aim of providing a more seamless and efficient user experience for those searching for apps. They often include a description of the app, it’s rating, reviews, and other relevant information to help users make an informed decision about whether or not to install it.
A knowledge panel often includes images, facts, social media links, and other relevant information to the search query. Knowledge panels show up on the right side of the organic results with informational intent about businesses, brands, or organizations. This feature normally appears when the search is tailored for specific places, organizations, people, events, etc. Usually, Google pulls information for the Knowledge Panel from Wikipedia or other specific entity’s website. Google began displaying Knowledge Panels directly in its SERP in the early 2010s.The benefit of having your businesses show up on the Knowledge Panel can boost both authority and credibility for your brand.
The Knowledge Panel Review feature in SERP allows users to see customer reviews and ratings for a product or service in the search results. It involves the process of reviewing and providing feedback on the information displayed in a Knowledge Panel. This feature provides valuable information to users, helping them make informed purchasing decisions based on the experiences of other customers.
The appearance of Knowledge Panel Review in organic results can have a significant impact on user behavior, as users are more likely to click on results with positive reviews and ratings. Overall, Knowledge Panel Review as an organic result in SERP will be a valuable tool for organizations looking to improve their online presence, build credibility, and drive traffic and customer engagement.
On February 13, 2018, Google introduced the “People Also Search For” query refinement box. This organic SERP feature, located at the bottom of a Google search result page, presents a list of related search queries for a specific search query. This SERP feature provides users with additional information and options to explore related topics and queries making a seamless search process The purpose of this feature is to provide users with quick access to explore related topics and queries, facilitating a seamless search experience. The queries in the “People Also Search For” list are determined by Google’s algorithm, based on factors such as the user’s search history, the content of the web pages that are being searched, and the overall popularity of the related queries.
Get the Complete Guide on People Also Search For.
The “Related Searches” is also a list of related search queries that appear at the bottom of the SERP. This organic SERP feature aims to provide users with additional information on a related topic, making it easier for them to find the desired information. The related searches are determined by the search engine’s algorithm, which considers factors such as the user’s search history, the popularity of related queries, and the content of the web pages being searched.
The “Related Products” feature in a SERP is a list of similar or complementary products that appear on searches related to shopping or product-related queries. With quick and easy access, users are able to easily get additional information on related products using this feature. The related products are determined by the search engine’s algorithm based on factors such as the user’s search history, the popularity of related products, and the content of the product pages being searched.
Google’s “Shops” feature began displaying in the SERP in 2020. The goal is to provide users with a visual and interactive shopping experience and help them discover new products while making informed buying decisions. If a product is displayed in the shop’s organic results, it is indicative that the product is in high demand and offers value to customers.
When you search for any product or category, the shop’s feature will appear at the top of the SERP with product images, prices, and the logos of participating retailers. This makes it easier for users to find and compare prices, while retailers, on the other hand, can get more viewership on their products.
Top Stories is a feature in Google’s SERP that showcases a curated selection of news articles related to the user’s search query. The top Stories feature is designed to provide users with quick access to the latest news and information on a variety of topics, including current events, politics, sports, entertainment, and more.
When you search for a topic or keyword, the Top Stories feature will appear at the top of the SERP with a carousel of headlines, images, and brief descriptions of the articles. The articles are selected based on their relevance to the user’s search query and their timeliness, ensuring that users have access to the most relevant and latest information on the topics they’re interested in.
The “Tweet” feature in Google’s SERP allows users to view and interact with tweets directly from the search results. This feature allows users to see tweets related to their search query without having to leave the SERP and navigate to the Twitter website. When a user searches for a topic or keyword that is related to a popular Twitter conversation, the Tweet will appear in the search results, showcasing a selection of relevant tweets. The tweets are displayed with the username, profile picture, and a brief excerpt of the tweet. Users are able to expand the tweet to see the full text and any media attachments.
Google has been displaying tweets directly in its SERP since 2015. The integration of tweets into Google’s search results was part of a partnership between Google and Twitter, which aimed to provide users with quick access to real-time, relevant information and insights on their search queries.
Paid SERP Features are the elements or listings that appear on a SERP as a result of Search engine Paid Campaigns. Paid results cost a charge for advertisers to appear on the SERP as opposed to organic results.
The paid SERPs include a label at the top indicating the result is an ad. Paid results have a wide range of forms and formats that serve advertisers’ needs. The two types of Paid SERP features are i) Google Text Ads and ii) Google Shopping Ads. Paid ad spots are won by bidding on keywords.
Google Text Ads are paid advertisements created by advertisers aiming to have their links displayed in Google’s search results for a keyword. Google initially introduced text ads directly on its SERP in 2000, coinciding with the launch of its AdWords advertising platform. These ads typically include headlines, the display URL, descriptions, and a call-to-action. Additionally, they may occasionally include site links, phone numbers, reviews, and other search features.
Google SERP has two main advertising positions for Google Ads:
The placement of the ad depends on the advertiser’s bidding strategy. Ads listed on the top are more effective and have higher clickability and visibility. Reaching the top of the SERP requires a high-quality site and a high pay-per-click bid depending on the competitiveness of the keyword.
Google Shopping Ads, also known as Product Listing Ads (PLAs), was first introduced by Google in the early 2010s. Shopping ads are paid SERP features with paid ad placement on Google. Google Shopping Ads displays a carousel of products relevant to a user’s keyword that are available for purchase from paid advertisers. It allows people to quickly browse products across multiple e-commerce websites on the SERP. Shopping ads display the product name, image, retailer, brand, and price, along with special offers, product ratings, number of reviews, and links to the website.
Map-Local search ads are also paid ad results in SERP that businesses pay to have it appear in the Map-Local feature. When a user conducts a search for a local business or service, these paid results will appear alongside any organic (non-paid) results in the Map-Local feature. This feature shows a map with markers for different businesses that match the search query, along with a list of those businesses and their contact information. Users can access relevant information about the business, such as its address, phone number, business hours, customer reviews, and website by clicking on a marker. The businesses listed in these paid results have created a Google My Business profile and are using Google Ads to promote their business.
Multistore are paid results in SERP that refer to sponsored listings from multiple online stores. They appear at the top or bottom of a SERP depending on the user’s search query. These listings are marked as “sponsored” or “ad” and allow users to compare products, prices, and availability from different online retailers for a specific product or category of products.
A store’s appearance in the multistore SERP feature is determined by several factors like search engine algorithms, bid amount, relevancy & quality of the store’s website, and product offerings.
With the vast knowledge you have acquired on SERP features, you are able to confidently strategize your content and optimize your site with specific SERP features. However, it is also important to keep in mind that the effect of each SERP feature varies depending on your particular niche.
For that, Search Intelligence Solutions comes into play. The tool tracks the search rankings and features for your important queries and carefully focuses on keywords you can rank for. If you are planning to rank on certain SERP features, it will boost both traffic and click-through rates (CTR). To show up on those features your focus should be on understanding the SERP before optimizing your content.
