SERP features usually appear at the top of Google’s results page at position zero, the premium result on a SERP (search engine results page). They quickly provide searchers with answers by organizing and summarizing data. Google has many methods to display information, which fall under SERP features. Some of the following highlight a few features.
1. Featured Snippets
Displays the concise answer highlighted in a box to provide users with quick answers and a source link. The information can appear in a short paragraph form, a table, or a list.
2. Rich Results (Snippets)
This SERP Feature lists additional information like ratings, recipes, reviews, and images. Typically displayed beside the normal search results to add more visual interest. In the image above, the photos next to the bottom two result links are rich snippets.
3. Knowledge Panels
Gives an overview or summary of an entity (Person, place, company, etc.) Knowledge Panels show facts and links related to the entity. They appear on the right side of SERPS.
Read my article on knowledge graphs to learn more!
4. Carousels
A graphic that appears in a row which scrolls horizontally or vertically to easily look through options. Popular products, videos, photos, etc. often appear in carousel form.
5. People Also Ask (PAA)
Expandable drop-down panel with a list of related questions and answers with source links that other people have asked. PAAs help field anticipated follow-up questions, so people do not even have to type their questions.
Benefits of SERP Features
Companies displaying in SERP Features receive high conversion rates because of the high visibility location. With these features, many people no longer click on individual websites, so the CTR (click-through rate) has decreased over the years.
Tips to Optimize for SERP Features
- Answer questions clearly and concisely: help the crawlers by providing information simple and clear
- Clearly organized information: label information clearly
- Structured Data: provide schemas, Google gives guidelines
- Keep information consistent: check that social media platforms and the website have consistent branding and information.
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