Rising to the top of the search engine results pages (SERPs) puts you right where you need to be to grow your business. However, top positions don’t always mean maximum visibility — especially if your competitors hold featured snippets, spots in the image or map packs, or sitelinks. Optimizing for these SERP features allows you to swing things in your favor, ensuring visitors don’t overlook your site.
What Are SERP Features and Why Do They Matter?
SERP features are special call-outs that directly answer the search query in some way or provide additional information.
Google and Bing both offer a variety of different SERP features to enhance the UX of search results. Since Google has the larger market share, I’ll be focusing on its SERP features for this article.
A standard SERP listing includes three things:
- SEO title
- URL
- Description
These are the “blue links” of old that used to fill a search results page. SEO initially focused on ranking well in one of the ten spots on page one, since acquiring one of the top spots often conferred a good click-through rate.
This worked well for users and Google for a while… but then Google saw an opportunity to more quickly address searcher’s needs with information directly in the SERPs. This reduced the need to click away from the search results page and reduced the visibility of the once ubiquitous blue links. Answering questions more directly in SERPs and pushing organic search results further down the page for particular queries also decreased the click-through rate for certain terms.
Now, SEO includes optimizing for these SERP features to improve organic search visibility, create brand awareness, and drive click-throughs. This often requires structuring information in certain ways and using schema. Let’s take a deeper look.
Comprehensive Overview of SERP Features By Search Intent
There are a variety of different SERP features, and Google is constantly testing new ones. To better showcase the variety of SERP features and their utility to users, I’ve broken them down by search intent.
| Informational | Navigational | Commercial | Transactional | Local |
| Featured snippets | Knowledge panels | Shopping results | Shopping results | Map packs |
| Knowledge panels | Map packs | Map packs | Map packs | Sitelinks |
| AI overviews | Sitelinks | AI overviews | Rich snippets | Events |
| People also ask (PAA) boxes | Rich snippets | Sitelinks | Things to do | |
| Things to know | Sitelinks | Events | Hotels pack and Google flights | |
| Video carousels | Events | Hotels pack and Google flights | ||
| Rich snippets | Hotels pack and Google flights | |||
| Sitelinks | ||||
| From sources around the web | ||||
| Top stories |
As you can see, some of these actually fit under multiple search intents.
For example, you may encounter a map pack if you’re looking for a nearby shoe store, if you want to find a particular shoe, and if you search “buy shoes”.
Also note, these are best guesses and just one way to categorize SERP features at this particular moment in time. Some of these SERP features may evolve to cover additional search intents, some may be retired, and undoubtedly, new ones will rise to alter the face of search results and attempt to engage users and connect them with the information they seek.
Featured Snippets
Featured snippets appear in at the top of SERPs — often called position zero. They come in different forms to best answer the query, including short paragraphs, tables, or lists.
While featured snippets are a form of zero-click search that sometimes reduces the need to click on a link, they can still drive considerable traffic to your site and improve brand awareness.
The best ways to optimize for featured snippets include:
- Targeting question-based keywords.
- Structuring content with headings, lists, and tables depending on the keyword.
- Providing concise answers within your content.
- Implementing schema to make your content easier for search engines to understand.
You can check whether Google shows a featured snippet for a specific keyword and how to structure your content using keyword research tools like Semrush.
Learn more about how to secure a featured snippet here.
Knowledge Panels
Knowledge panels show generalized information about people, places, companies, and things from Google’s Knowledge Graph database. These features often appear alongside branded searches and can help drive traffic to official information sources.
To optimize for knowledge panels:
- Maintain consistent NAP details (name, address, and phone number) across the internet.
- Create or claim your Google Business Profile.
- Implement logo and organization schema to make it easier for Google to find details for its database.
- Encourage customer reviews and manage your reputation to build authority.
- Include a comprehensive About Us page on your website.
Map Packs
Map packs show three business listings, alongside website and location details, when users enter localized queries such as “restaurants near me” or” San Francisco SEO”. This makes them vital for local SEO.
This feature, also known as the local pack, can be a boon for both local and multilocation businesses.
Google decides which businesses to include in map packs based on three factors:
- Relevance.
- Proximity.
- Prominence.
The keyword typically determines relevance, and the user’s location decides proximity. However, Google decides prominence based on your local authority. To optimize for it:
- Ensure consistent NAP details.
- Create or claim your Google Business Profile.
- Encourage reviews.
- Respond to poor reviews.
- Create location-specific content.
- Earn local backlinks and referrals.
- Optimize for local keywords.
You’ll also want to follow Google Maps SEO best practices.
AI Overviews
AI Overviews work similarly to featured snippets, except instead of pulling information directly from websites, Google synthesizes it using generative AI. Overviews answer questions directly, but they include authoritative sources for further reading.
Optimizing for AI Overviews typically means creating the most valuable, comprehensive, and authoritative content for Google to consider your site as a suitable reference for relevant queries. You should also:
- Build overall topical authority by covering related subjects.
- Update and fact-check all content periodically.
- Use FAQ and HowTo schema to make it easier for Google to understand how your content answers queries.
- Implement internal linking to reinforce the relationship between all your content.
People Also Ask (PAA)
PAA sections appear as an expandable table of questions related to a query. Users can click on each question to find quick answers to each. As these answers come from real websites and include a link, they’re a great source of traffic and authority.
To get your answer featured in PAA, start by identifying common questions with tools like Semrush or Ahrefs. Then, create content that answers these questions. You can also optimize existing content, adding answers to additional questions related to the main keyword.
All answers should be as concise as possible. Consider using FAQ schema and subheadings to create a clear structure that’s easy for both humans and search engines to understand.
Video Carousels
Video carousels show up to five video thumbnails, primarily for guide-style queries that benefit from multimedia. Earning a listing in a video carousel depends both on relevance and video quality.
If your video is self-hosted, optimize its loading speed and the content it appears within. Next, implement appropriate video schema and build authority to the page itself by optimizing your off-page SEO.
YouTube videos appear most often in carousels because Google automatically indexes them and has more ways to analyze engagement. To optimize your chances further, follow all YouTube video best practices and build your channel’s overall authority.
Image Packs
Image packs help answer queries with a grid of images. When users click these, the link takes them to Google Images or the source website. This search feature is most important for highly visual niches.
To optimize for image packs:
- Add high-quality, contextually relevant images to your content.
- Optimize details such as file names and alt text with relevant keywords.
- Implement compression and dynamic loading to maximize user-friendliness.
- Provide more details about images with schema.
- Create image sitemaps.
Shopping Results
Shopping results appear as carousels of products matching transactional or commercial queries. For example, users may see different shoes with product images, pricing, and review ratings when searching for “best hiking boots”.
Shopping results can drive significant traffic to your product and category pages, but you’ll need a Google Merchant Center account to be featured. From there, enter all relevant product details into your feeds so Google can create shopping results.
To optimize further:
- Use clear, descriptive product titles.
- Use product schema.
- Mention all key features.
- Provide high-quality images.
- Update pricing and promotion data frequently.
- Build high seller and product ratings.
- Encourage reviews.
I recommend following our product page best practices.
Sitelinks
Search listings that feature additional links below the main result — called sitelinks — help users find important pages on your website. As such, this search feature often appears for navigational and branded queries.
Google generates sitelinks automatically based on website structure, user engagement, and the linked pages’ relevance to the main query. A clean and logical site architecture is, therefore, the most critical optimization factor.
To optimize your site architecture and gain sitelinks:
- Ensure all important pages are no more than three clicks from the homepage.
- Implement a comprehensive internal linking process.
- Use breadcrumbs to reinforce page hierarchy.
Afterward, continue to keep track of potential pain points using session recordings and heat maps. This will also reveal sources of conversion friction.
Rich Snippets
Rich snippets are enhanced search results. For example, a listing for a recipe page might also list the cooking time or calories (especially if a desire for those details was inherent in the query). This enhanced appearance skyrockets visibility.
Most of the information Google uses for rich snippets comes from structured data, so this is also the key to optimizing for this search feature. Start by checking what schema type is appropriate for your content, such as Recipe, Product, or HowTo, and implement relevant markup on each page.
After implementing schema, you can track the performance of any rich snippets you gain through the Search Appearance filter in Google Search Console’s performance report. The structured data report, located under Enhancements in the left menu, also shows you any validation issues preventing you from gaining rich snippets.
From Sources Around the Web
For some queries, Google shows a “From sources around the web” SERP feature that provides information in an accordion.
For it to show, the original search query is generally informational in nature.
When expanded, you’ll find information relating to the topic that look a bit like featured snippets but aggregated.
For those looking to target this type of SERP feature, I recommend following featured snippet best practices as noted above.
Top Stories
When looking for timely information in Google Search engine results, you may encounter the top stories SERP feature.
This callout features organic listings of top news stories that may or may not also be featured in Google news.
Generally, featured stories are:
- Timely.
- Accurate.
- Related to your niche or industry.
There’s no easy way to secure this type of SERP feature. Rather, consistency is key. Break news stories, use clear and compelling headings, and implement news article schema to increase your chances.
Events
Want your upcoming event displayed prominently in organic results?
This local result can be yours with some quality event schema. Be sure to be as comprehensive as possible to give your event the best chance to be featured.
Things To Do
To have your destination or tour featured, follow local SEO best practices and include the relevant schema:
- Tourist attraction.
- Tourist destination.
- Trip (for tours).
When using schema, always fill it out accurately and to the best of your ability. Use a schema validator before implementing to check for errors.
Hotels Pack and Google Flights
If you’re in the travel industry, trying to land a spot in Google’s Hotels and Flights SERP features can bring additional visibility to your website.
While these SERP features allow users to check bookings and flights directly in SERP, they then send those users to your site to complete their reservations.
To be listed, follow local SEO best practices and implement hotel or flight schema. For flights, you must be a recognized airline.
The Impact of Google SERP Features on SEO and Keyword Targeting
When SERP features first came on the scene, many site owners worried about garnering fewer clicks. This fear arises anew every time Google tests or announces a new SERP feature. SERP features alter the layout of the page and can push some organic results further down. They may also impact how many organic results appear, making it more difficult to rank on page one for particular keywords.
While organic click-through rates have decreased over the years, this is often in service of a better user experience. Rather than focusing on lost clicks to top-of-funnel content, see what SERP features you can capture, how you can improve your ToFu content to rank higher, and how you can expand MoFu and BoFu content to generate more brand engagement. It’s also wise to reconsider whether the terms you should continue to target those terms that have been taken over by search snippets. Zero-click content is still good for building brand awareness, but make sure the terms are still aligned with your target audience.
Stay Ahead With a Search-First SEO Strategy
Google Search results are never constant. There will always be a new technology, another algorithm update, or a fancy SERP feature Google wants to test. Partnering with an SEO company known for its flexibility can help you increase your search visibility despite the changing organic search landscape.
Schedule a free consultation to discover how Victorious can help you unlock your web pages’ full potential.
