Optimizing Content for Google’s Organic SERP Features

Gone are the days when Google’s search engine results page, or SERP, was a simple list of blue links to click through. The Google SERP now features a variety of results types, called SERP features, that play a large role in driving organic search traffic. Any listing that is not the standard blue link result is an organic SERP feature, which consists of anything from callout boxes to maps to video snippets.

Google constantly updates its algorithms to optimize the user experience and help searchers find answers to their queries as quickly as possible. SERP features are no exception — Google uses them to present results rapidly and succinctly in order to connect searchers to the right information.

Because of this, optimizing content for SERP features should be a piece of an effective SEO strategy. Not all SERP features will be effective for your business, but an understanding of what they are and how they work will give you the tools to optimize your content for the chance to land a SERP feature and reap the boost in organic traffic.

Google’s organic SERP features are often overlooked by brands but can be an incredibly useful tool in gaining traffic that can be better targeted and higher quality. For example, if you manage to appear in People Also Ask, you don’t necessarily have to rank well organically to be visible and have great traffic. So, let’s help you get those quick wins!

What are SERP features?

In basic terms, SERP features are Google’s way of helping its users find the most relevant information, as quickly as possible. 

Let’s take a step back: what even is Google in the first place? Google benefits from and makes its money from giving users the right answer to their specific query as efficiently as possible, quicker than its competitors. So, if a user is looking for “Plumber near me”, the quickest way to get you what you need is via their local pack, if the user is looking for a product, Google Shopping results will show product listings, including prices, pictures, and store information, often with a “Buy” button, and if the user wants information about a person, place, or thing, a box on the right (or at the top, depending on the device) call the Knowledge Panel, will give a summary of information (for example from Wikipedia). 

So, what do we need to do with all of Google’s features, and how do we optimize your website for them? Well, our main goal is to make you the closest and more relevant answer to the user’s query.

We need to figure out who your audience is, what they’re looking for, and which SERP features will be relevant to your website and your business. In this blog, we’ll take you through the types of SERP features, how to optimize for SERP features, how to boost rankings with SERP features, and how to monitor their performance going forward.

SERP features list: What are they and how to optimize for them

Depending on the type of search and the set of results that it generates, Google may employ one of many SERP features it has available to display information. Featured snippets, image pack, rich snippets, video carousels, local map packs, and people also ask are some of the more popular SERP features.

Depending on the type of search and the set of results that it generates, Google may employ one of many SERP features it has available to display information. But each SERP feature serves a different purpose. Review the following common organic SERP features that Google currently utilizes.

The main types of SERP features:

Featured Snippets

The most coveted spot on Google’s SERP, featured snippets are an excellent opportunity to answer the specific questions your customers are asking. In order to optimize for featured snippets, structure your content so that it is easy for Google to use it for quick, precise answers. 

How to optimize for featured snippets

1. Optimize your content for questions

To show Google that you’re answering the user’s question directly, try to stay on-top and specific. By using keyword tools, you can find out what people are asking, and then create step-by-step instructions and guides.

2. Use clear, concise information

Keep paragraphs short, direct your reader with headers and use questions as headers where it makes sense. Don’t forget to use lists where appropriate for the featured snippets with numbered and bulleted lists.

3. Structured Data

FAQ Schema (and article schema for blogs) is a valuable tool that can help your content show in Google’s featured snippets. Schema markup basically tells Google that X is the question, and X is where you’ve answered it. You can use Technical SEO’s Schema Markup Generator to write the markup, and Google’s Rich Results Test to check it. 

4. Target long-tail keywords and phrases

Use long-tail keywords, keeping the information super specific (e.g., “how to make yoghurt from scratch”) which often trigger featured snippets.

Image Pack

An image pack is a grid of images related to the query. Get your metadata in line in order to land in the image pack. This means descriptive file names and alt-tags, in addition to image captions. Your images should also live on pages that are also SEO-optimized with appropriate keywords, headers and metadata.

How to optimize for image pack

1. Descriptive file names

Try to use keywords in your images’ filenames (e.g., “homemade-yoghurt-recipe.jpg”) that are relevant to the content.

2. Optimized alt text

Your alt text should basically just describe the image and what it contains (eg. “bowl of yoghurt being stirred”). Alt text is important for accessibility as it helps visually impaired people to understand what’s being shown.

3. High-quality images

Use high-quality images that directly relate to the search query. For instance, if you’re ranking for “homemade yogurt recipes,” ensure that your images are vibrant and appealing. You also want to make sure that your images are compressed (aim for less than 1MB but ideally less than 70KB).

4. Structured data

Add ImageObject Schema for better visibility in search results.

5. Image sitemaps

Create an image sitemap (XML) to help Google index your images.

Rich Snippets

Appearing as a rich snippet in the Google SERP requires a bit more technical know-how. Google creates rich snippets by reading structured data stored in a website’s code. This code helps Google to understand your site’s content and how it can be used for search results. Schema.org is the best place to find structured data on relevant topics that are already optimized for search engines.

How to optimize for rich snippets

1. Use structured data (Schema Markup)

Google extracts rich snippets from structured data that is added to your site. Recommended schema markups for rich snippets are: Review, AggregateRating, Product, Offer, Recipe, VideoObject, Event, Organization, FAQPage, and HowTo.

2. Optimize page content

Ensure that you use a clear heading structure (h1, h2, h3s) and write detailed, concise descriptions that are relevant to search intent. 

3. Improve page speed

Your pages should perform quickly and effectively to make navigating your site as easy as possible for users. You should look at things like using high-quality, compressed images, reducing unused code, and uninstalling any unused plugins. Test your site speed here.

4. Submit page to Google Search Console (GSC)

Paste your page URL into the URL Inspection Tool and click “Request Indexing”. This will help speed up the process of crawling and indexing once you’ve made your changes.

Video Carousel

Although Google doesn’t exclusively show video results from YouTube, Google does own YouTube and prefers its content in results. Be sure to upload your videos to YouTube for a better chance of landing in the video carousel. Similar to images, make sure that all metadata is complete for your video and that it lives on a page with relevant, SEO-optimized content.

How to optimize for Video Carousel 

1. Use schema markup

Use VideoObject schema to provide metadata like title, description, duration, and thumbnail.

2. Optimize video title & description

Use targeted keywords in the video titles (for example “How to Make Yoghurt from Scratch – A Comprehensive Guide”) and write detailed descriptions. If you can, use timestamps for usability.

3. Optimize for mobile & page speed

Ensure you use responsive design, lazy loading, and host videos on fast CDNs if possible (like Youtube, or Vimeo) to ensure that the videos play smoothly on mobile devices.

4. Upload videos to social media

Encourage engagement with your videos (comments, views) and try to get high-quality backlinks from blogs and other outlets.

Local Map Pack

If ranking in the local map pack is important for your business, your first step is to claim your Google Business Profile and make sure all of your information is accurate. Your website should also be optimized to appear in local search results. Post regular updates to your Google Business Profile, as Google will reward this activity with visibility. 

How to optimize for Local Map Pack

1. Claim or create your Google Business Profile (GBP)

If your business exists and has been mentioned online, Google will have likely autogenerated a Google Business Profile for you based on known information. You can check this and if it’s there, you can click “claim this business” and Google will ask you to prove that the business is yours. Most likely though, you’ll need to create a new GBP from scratch.

2. Fill out all information

Fill out all the areas such as business name, address, phone number (NAP), website, hours, services, and categories. Try to include keywords when it feels natural, especially in the business description (don’t stuff them into the business name, Google will penalise you for this).

3. Get regular reviews & post updates

…and reply to them – even bad ones. Google basically wants to see that you’re an active business that interacts with its customers regularly. This also means it’s a good idea to post updates and events too, we’d recommend once a month – more is fine, but consistency is the key.

4. Optimise your website for local search

If you’ve got a local business that serves a local area, use keywords like “best [service] in [city]” on key pages. You can even create location pages to target those specific location-based keywords. Also try adding local business schema, gaining local backlinks, and keeping business information consistent across all platforms.

People Also Ask

What follow-up questions would a user have for your targeted keywords? This is a first step to getting features in People Also Ask. Incorporate these question-based keywords into your content and provide succinct answers. Consider developing long-form pieces that answer multiple questions instead of creating multiple, short pieces answering one question each.

How to optimize for People Also Ask

1. Identify relevant questions in your keyword research

You can use tools like AnswerThePublic, AlsoAsked, or Ahrefs or SEMrush to discover common queries which you can then answer in your content.

2. FAQ Schema Markup

Use FAQ schema markup as you would to optimize for Featured Snippets.

3. Structure content for People Also Ask

Use appropriate headings and subheadings, keeping answers short to begin with and then elaborate (Google will take a snippet).

4. Optimise overall site and authority

The likelihood of your content showing on People Also Ask does also depend on your site’s overall authority, so make sure your website is fast and mobile-friendly, has high-quality content, and plenty of backlinks from authoritative outlets, and is accessible.

Extra Tips for Making the most of Google’s SERP Features

The battle for top spots in search results is fierce. Putting some effort into earning SERP features can go a long way to boosting your organic website traffic.

1. Use SEO best practices. 

In addition to specific tactics for different SERP features, your content and your site as a whole need to adhere to SEO best practices. This includes basics such as keyword use, backlinks and meta descriptions, but also creating quality content that exudes authority and trustworthiness with your audience.

2. Do your research. 

Determine what keywords you want to rank for and research which of those keywords result in SERP features. This way you can plan accordingly and adjust your content to a specific feature.

3. Don’t reinvent the wheel. 

When it comes to optimizing for SERP features, you don’t always have to create all new content from scratch. Look at already well performing pages and content and see how you can tweak it to be optimized for the SERP features you’re looking to capture.

AI & SERP Features

AI Overviews

AI overviews were initially launched by Google as the Search Generative Experience (SGE) in 2023. However in 2025 AI Overviews have evolved to provide users with concise, AI-generated summaries directly within search results. 

The AI feature aims to deliver immediate, relevant information without requiring users to click through multiple links. Optimizing for this is pretty much the same as optimizing for other SERP features like​ Featured Snippets and People Also Ask. Google wants to show users concise, straightforward and authoritative information – so, as usual, you’ll need to focus on making your content clear with appropriate heading structures, answering queries directly, and increasing your overall domain authority.

• AI-generated summaries appear at the top of Google Search results.
• They provide quick answers based on multiple sources, often reducing the need to click links.
• Launched in 2023, expanded globally in 2024.
• Example: Searching “how do I make yoghurt from scratch?” might show an AI-generated snippet summarizing expert opinions from different websites.

How to monitor SERP features

Google’s Platforms

• Google Search Console

You can use Google Search Console (GSC) to see which SERP Features your website is appearing for.

1. Go to: Performance > Search Results
2. Click “+ New” and Select “Search Appearance”
3. Track your visibility in:

• Featured Snippets
• People Also Ask (PAA)
• Local Packs
• AI Overviews (if applicable)
• Rich Results (FAQ, How-To, Reviews, Videos, etc.)
• Analyze Clicks & Impressions

• Google Analytics

You can use Google Analytics to help track CTR – GA4 doesn’t directly show which SERP features drive traffic, but you can track their impact.

How to Monitor SERP Impact in GA4

1. Go to: Reports > Acquisition > Traffic Acquisition
2. Filter by “Organic Search”
3. Compare Click-Through Rate (CTR) and Bounce Rate

SEO Tools

You can use third-party SEO platforms like Ahrefs or SEMrush to check if your content appears in Featured Snippets, AI results, and other SERP Features. You can also use their Competitor Analysis tools to check your SERP visibility over your competitors.

• Ahrefs / SEMrush Track keyword ranking by SERP Feature
• Google Tag Manager (GTM) Set up event tracking for specific SERP-driven visits.
• Google Search To see what appears for the chosen query in the SERP (use incognito for this)

To wrap up: the value of SERP features

In the crowded search results landscape, SEO remains important in the battle for visibility. Google’s SERP features are one of the highest levels of organic search results you can get. And if your business wants more organic traffic, you need to have the highest visibility possible in Google’s results. 

Optimizing for SERP features is a key way to reach that goal. Implementing these tactics can provide a significant boost in search rankings and go a long way to reaching your desired audiences.