What is a SERP feature?

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August 16, 2020 | Search Engine Optimisation, Services |

A SERP feature is any result on a Google Search Engine Results Page (SERP) that is not a traditional organic search result. For example:

  1. Rich Snippets, for instance, add a visual layer to a result like review stars
  2. Paid Results, for example, AdWords or Google Shopping
  3. Universal Results that appear in addition to organic results, such as images and featured snippets

Kirk Lloyd can assist you to identify and improve your SERP features.

The list below shows some of the SERP Features that commonly appear in Google SERPs.


Adwords (Bottom) | Adwords (Top)

Description

AdWords ads come in many types. To clarify, the most common type appears at the top and/or bottom, above and below organic results. Therefore, ads push organic results down the page.

Appearance

Google search result screenshot

Obtainability

“Ads are ranked primarily based on how relevant and useful they are to what the person searched for, your bid, and a few other factors.” – Google Support


Featured Snippet

Description

A Featured Snippet is an organic result with information extracted from the target page. Featured Snippets have higher CTRs than regular organic results.

Appearance

Google search result featured snippet
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Obtainability

Featured snippets extract content from the page that answers the query in the most specific way. While there is usually only a single featured snippet shown, rarely two or more are offered for certain queries. Therefore, Featured Snippets represent a big opportunity for pages that rank #1-5 for the given search query.


Image Pack

Description

Image Packs are results displayed as a row of image links. As a result, the links click through to Google Images. Above all, Image Packs can appear anywhere in the search results.

Appearance

Google search result image pack

Obtainability

To obtain image pack content, you should follow the below:

  • Descriptive file name
  • Descriptive alt text
  • Human-readable URL
  • Optimized image size
  • Title attribute included

Related Questions

Description

The Related Questions card shows questions that Google believes relate to your search. Therefore, Related Questions are mixed into organic results.

Appearance

Google search result related questions

Obtainability

Typically, the winner of a Featured Snippet, is also the winner of the Related Question.

Related Questions are useful as a method of finding Featured Snippet keyword opportunities.


Reviews

Description

Reviews are displayed for products, recipes, and other relevant items. Review/rating data is shown between the destination URL and snippet.

Appearance

Google search result for reviews

Obtainability

Schema markup for reviews must exist on the page.


Shopping Results

Description

Shopping results or Product Listing Ads (PLAs) sell products directly with rich information, such as images and pricing.

Appearance

Google search result shopping items

Obtainability

Shopping results are a paid placement.


Site Links

Description

Google may display up to 10 sitelinks. The sitelinks occupies five organic positions, dominating the SERP.

Site Links can benefit your site by:

  • Generating higher CTR from the SERP
  • Getting users to the page they are looking for faster

Appearance

Google search result showing search function

Obtainability

Three factors drive the appearance of Site Links in a SERP:

  1. Type of query – Site Links appear mainly on branded terms
  2. Site traffic – Site Links are much more likely to appear on large branded sites with higher traffic
  3. Implementation of SearchAction anchor markup on the site

Check out our blog on Structured Data for some SERP ideas.

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