Embarque.io

What Are SERP Features?

SERP features are distinct elements on a search engine results page (SERP) that go beyond the standard list of blue text links.

Whenever you search on Google (or other search engines), you’ve likely seen things like

… or other panels right there on the results page – those are SERP features.

They’re designed to give users information or answers quickly, often without needing to click a result.

Over the years, Google has continuously added new SERP features to enhance the search experience. Today, it’s actually rare to do a Google search and not see at least one special box or element on the first page.

For example, if you search “weather [your city]”, you’ll get a weather widget at the top – that’s a SERP feature. Search for a celebrity’s name and you might see a knowledge panel with their photo and bio.

Search for “best pizza near me” and a local map pack appears. Essentially, anything on the results page that isn’t the traditional ten blue links can be considered a SERP feature.

Why It Matters

SERP features have a big impact on digital marketing and SEO for SaaS because they can significantly affect how visible your content is and how users interact with search results.

For one, SERP features often appear at or near the top of the results, grabbing a lot of attention. If your website manages to be part of a feature – say your content is chosen for a featured snippet or your business appears in the local pack – you could enjoy a surge in visibility and potentially more traffic.

These elements are visually distinct (think of stars in review snippets or an image thumbnail), which naturally draw the eye. Users might click on them before the regular results, meaning being featured can give you a competitive edge.

On the flip side, SERP features can also steal attention (and clicks) from the traditional results.

For example, if Google directly answers a question with a featured snippet, some users might get what they need without clicking any result at all (often called a “zero-click search”).

This means even if you’re ranking #1 organically, you might still get fewer clicks if a snippet or other feature is satisfying the query. For businesses and marketers, this shifts the strategy – it’s not just about ranking high, but also about how you appear on the page.

In many cases, winning a SERP feature spot (like becoming the featured snippet for a question) can be more valuable than the #1 organic listing.

Best Practices to Leverage Google SERP Features

1. Optimize for Featured Snippets

Featured snippets are those answer boxes that appear above the regular results, often when someone asks a question in their search.

To increase your chances of grabbing a featured snippet, focus on answering common questions clearly and concisely in your content.

Identify questions related to your niche – for example, “How do I [solve X problem]?” or “What is [term]?” – and provide a direct answer in a short paragraph, list, or table format.

Structure is important: use headings that include the question itself, then immediately below, provide the answer. For instance, a section of your article might literally pose a question as a heading and then immediately answer it in the next line or two.

Bullet-point lists work well for “how to” or “top tips” queries, as Google often pulls those into snippets for step-by-step answers.

The key is to be concise and factual. Aim for answers that are maybe 40-60 words long for the snippet box. Lead with a direct answer to the question, then you can elaborate further afterward.

2. Use Schema Markup for Rich Results

Schema markup (structured data) is code you add to your website that helps search engines understand the context of your content. It’s also the ticket to enabling many eye-catching SERP features known as rich results or rich snippets.

For example, if you have recipes on your site, adding Recipe schema can make your result show up with star ratings, cooking time, and a photo. If you offer events, Event schema can get your events to display dates and venue directly in search.

There’s schema for products (showing price and availability), reviews, FAQs, how-to instructions, and more.

Implementing schema doesn’t guarantee you’ll get a rich result, but it’s often a prerequisite. Google uses that structured information to enhance listings when it deems it useful for the user. To follow best practices, only mark up content that’s actually visible on your page (don’t try to stuff misleading info), and use Google’s Structured Data Tester or Search Console’s validation to ensure you did it correctly.

3. Leverage Google Business Profile for Local Features

If you’re a local business, the Local Pack (the map and listings that show for location-based searches) is a critical SERP feature.

To increase your chances of appearing there, you’ll want to fully optimize your Google Business Profile(previously known as Google My Business).

Ensure your address, phone number, and business hours are up to date.
Encourage customers to leave reviews, since a business with many positive reviews is more likely to stand out in local results.
Add relevant photos and be sure to choose the correct categories for your business.

Essentially, Google uses the information in your business profile to populate the local pack and Google Maps results, so the more complete and accurate your profile, the better.

Also, having consistent information across the web (your website, directories, etc.) and some local SEO basics – like including your city or region in your site’s content when appropriate – can improve your local search visibility. Remember, the local pack is often one of the first things users see for “near me” or location-specific queries, so it’s a prime piece of SERP real estate for brick-and-mortar or service-area businesses.

4. Create Content That Targets Q&A and Conversational Queries

Many SERP features are triggered by question-like queries or natural language queries. The People Also Ask (PAA) box is a good example – it displays a list of related questions users commonly search for.

To tap into this, consider adding an FAQ section or Q&A style content on your site.

If you write a blog post about a topic, include a short FAQ at the end addressing likely questions. You can even use FAQ schema (structured data) on those to potentially get an accordion-style rich result on the SERP. Also, tailor some content to conversational queries.

For example, someone might search “What’s the best way to clean leather shoes?” Instead of just targeting a keyword like “clean leather shoes”, have a heading that literally asks that question and then answer it.

This increases the chance of appearing in PAA boxes or even voice search responses.

5. Use and Monitor Visual Content

Google’s SERPs aren’t just text – they often include image and video features. If your business or content lends itself to visuals, make sure you optimize in that direction.

For images, basic image SEO practices help: use descriptive file names and alt text for your images, and ensure the surrounding text or captions relate to the keywords. That increases the chance your images will show up in an image pack or Google Images for those terms.

For videos, hosting content on YouTube can improve visibility, since YouTube videos often appear in the SERP’s video carousel. Give your video a clear, keyword-rich title and description so Google understands its topic.

Visual elements not only have their own chance to rank (e.g., an image in an image pack), but they also make your overall search listing more eye-catching, which can improve clicks.

FAQs about SERP Features

Q: What are some examples of SERP features on Google?

A: Some common ones are Featured Snippets (the quick answer box at the top), Knowledge Panels (information boxes for famous subjects or brands), the Local Pack (map and local business listings), People Also Ask questions, as well as image or video carousels and sitelinks under results. Basically, any result that isn’t a standard search listing qualifies as a SERP feature.

Q: Can I pay to get my content featured in a SERP feature?

A: Not for the organic features we’ve discussed. Google’s SERP features like featured snippets, knowledge panels, and PAA boxes are algorithmically generated – you can’t buy those placements (unlike ads, which are a separate thing and usually labeled as such).

To get featured, you have to earn it by providing relevant, high-quality content or data that Google’s algorithms choose to display. The only “paid” features on a SERP are advertisements and sponsored results, which are distinct from features like snippets or local packs.

Q: How do I increase the chances of my site getting a featured snippet or other feature?

A: Focus on SEO fundamentals first – your content generally needs to rank on page one before it’s chosen for a snippet or other feature. Then, optimize your content structure. For snippets: answer questions clearly and use logical headings and lists.

For rich results: implement schema markup appropriate to your content (like FAQ schema or recipe schema).

For local pack: optimize your Google Business Profile and local SEO. It also helps to study the current SERP for your target queries. See what format Google is favoring (is there a snippet? a video? images?) and then tailor your content to match that intent.

Sometimes it’s about format (e.g., a table might get picked up for a snippet if the query implies comparison).

Q: Does appearing in a SERP feature mean more traffic to my website?

A: It can, but it depends on the feature and how users behave. Being in a featured snippet can drive a lot of clicks, especially if the snippet teases the answer and people click for more detail. However, if the snippet fully answers the query, some users might not click through at all (they got their answer on Google itself).

That’s still visibility for your brand, though. Other features like knowledge panels or PAAs might not drive direct traffic (knowledge panels don’t typically link to your site, unless it’s your own panel and you have a link there).

But something like a rich result with images or ratings can make your listing more attractive, which often boosts click-through rate. So, generally it’s beneficial to appear in features, but the traffic impact can vary.

Q: Are SERP features different on mobile vs desktop?

A: They are largely similar, but the layout can differ. On mobile, certain features (like image carousels or local packs) might appear more prominently or require swiping/scrolling. It’s wise to check how your site’s results look on both, since something that’s immediately visible on desktop might be buried on mobile, and vice versa.

Q: How can I find out which SERP features my site is appearing in (or could appear in)?

A: There are SEO tools that track SERP features – for instance, some rank tracking tools will tell you if a keyword has a featured snippet and whether your site is in it.

Google Search Console can provide some clues as well; for example, it has a Performance report where you can filter by search appearance (like “Rich results” if your site has any).

You can also simply do some manual searches for your main keywords (in an incognito browser to avoid personalization) and observe what features show up.

If you see a feature like a snippet or PAA box, check if your content is present. If not, that indicates an opportunity – you might adjust your content to target that feature. Keeping tabs on the search landscape helps you identify ways to snag those features.

SERP Features