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.
What are some of the most popular SERP features?
What are some of the most 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. 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.
Featured Snippet
Often at the top of the Google SERP, a featured snippet provides a short but precise amount of information from one website in a callout box. The three main types of featured snippets are paragraphs, numbered lists and bulleted lists. Where the paragraph snippet pulls out text and images most relevant to the search query, the numbered lists or bulleted lists version of featured snippets highlights those lists.
Image Pack
When Google determines that a search term may benefit from a visual, an image pack may appear in the results. This is a block or row of images relevant to the search term. When a user clicks an image in the image pack, they are directed to the Google images tab.
Rich Snippet
Rich snippets look very similar to typical Google blue link results, but they provide a little bit more information without having to click through the link. Common information provided in rich snippets include starred reviews, recipes and event details.
Video Carousel
As video continues to rise as a popular avenue for consuming content, so will the video carousel SERP feature. This is a series of ten videos, usually from YouTube, that display three at a time. A video carousel may be included in results when Google thinks the search might benefit from visual and informational content.
Local Map Pack
An important SERP feature for brick-and-mortar businesses, the local map pack may appear in results when a search includes a location. It displays three businesses in proximity to the search location with a map showing the exact location. The businesses are displayed with additional information such as reviews, hours, contact information and website.
People Also Ask
If a searcher doesn’t find what they are looking for after the first search, they can quickly find additional information through the People Also Ask feature. This is a series of questions generated by Google’s algorithms and related to the original search query. Drop down boxes feature succinct snippets from websites that answer the additional questions.
How do you use 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.
Getting Started
Before you jump in to optimizing your content to earn SERP features, take a step back and prepare.
- 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.
- 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.
- 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.
Featured Snippet
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. 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.
Image Pack
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.
Rich Snippet
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.
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.
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.
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.
The Value of SERP Features
In today’s 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.
