Search Engine Results Page Features: A Guide to SERP Features (2024)

What is a SERP?

A Search Engine Results Page (SERP) is the page that appears after a user enters a query into a search engine. It displays a list of results that are relevant to the search terms.

Why is the SERP important?

The SERP is important because it is the first point of contact between a user and a website. It is where users decide which result to click on based on the information displayed.

What is a SERP feature?

A SERP feature is any result on the search engine results page that is not a traditional organic listing. These features are designed to provide users with quick and relevant information without having to click through to a website.

Types of SERP features

Paid results (ads)

These are the sponsored results that appear at the top and bottom of the search results page. They are marked as ads and are paid for by businesses to appear for specific search queries.

Product listing ads

Product listing ads display products relevant to the search query, along with images, prices, and the name of the retailer. They are commonly used by ecommerce shops to promote their products.

Featured snippets

Featured snippets are selected search results that are displayed at the top of the organic results. They provide a concise answer to the user’s query, often in the form of a paragraph, list, or table.

Local packs (or map packs)

Local packs display local businesses related to the search query in a map format. They are important for businesses with physical locations, as they can drive foot traffic to their stores.

Image results (or image packs)

Image results display images related to the search query. They are important for businesses in visually-focused industries, such as fashion, interior design, and photography.

Video results

Video results display videos related to the search query. They are important for businesses that create video content, such as tutorials, product demos, and vlogs.

Social media results

Social media results display content from social media platforms that are relevant to the search query. They are important for businesses with an active social media presence.

Top stories

Top stories display news articles related to the search query. They are important for businesses in the news and media industry.

Knowledge panel

The knowledge panel is a box that provides users with quick access to information about a particular entity, such as a company, person, or landmark.

People also ask (or PAA)

The “People also ask” feature displays a list of questions related to the search query, along with brief answers. It is important for businesses that want to address common user queries.

Related searches

Related searches display additional search queries related to the original search query. They are important for businesses that want to understand user intent and expand their keyword strategy.

Travel results

Travel results display travel-related information, such as flights, hotels, and travel guides. They are important for businesses in the travel and tourism industry.

Recipe results

Recipe results display recipes related to the search query, along with images, ratings, and cooking times. They are important for businesses in the food and cooking industry.

How to know if your website is ranking in SERP features

You can check if your website is ranking in SERP features by using tools like Google Search Console and third-party rank tracking tools. These tools can provide insights into which SERP features your website is appearing in and how often.

SERP features FAQ

How do you win a SERP feature?

Winning a SERP feature requires creating high-quality, relevant content that directly addresses user queries. It also involves optimizing your content for featured snippets, structured data, and other SERP features.

Do SERP features drive traffic to your website?

SERP features can drive traffic to your website, especially featured snippets and product listing ads. However, some features, such as knowledge panels and local packs, may provide users with the information they need without clicking through to your website.

Why do some search results stand out more than others?

Some search results stand out more than others because they appear in SERP features, such as featured snippets, product listing ads, and image packs. These features provide users with additional context and information, making them more likely to click on those results.

In conclusion, understanding and optimizing for SERP features is crucial for ecommerce shops looking to improve their visibility and drive organic traffic. By identifying the types of SERP features that are relevant to your business and implementing strategies to appear in them, you can increase your chances of attracting potential customers and ultimately growing your online sales.