Want to rank in Google and get more clicks?
Say hello to SERP features. The good ol’ days of 10 blue links are long gone. Google now shows featured snippets, knowledge panels, video carousels, People Also Ask boxes, and so much more.
Here’s the thing…
These SERP features are siphoning off clicks from the traditional organic results. But they can also be a huge opportunity for your website. If you know how to target them.
Let’s take a look at what SERP features are, how they can help you, and how to optimize for them.
What you’ll learn:
- What Are SERP Features?
- Why SERP Features Matter for Your Traffic
- The Most Valuable SERP Features to Target
- How to Optimize for SERP Features
What Are SERP Features?
SERP features are any search results that are not a standard organic listing.
Essentially, they’re the extra elements Google includes on a results page. This includes everything from featured snippets and local packs to image carousels and video results.
Pretty cool, huh?
The best part? These features often appear at the very top of the page, above the traditional organic results. This means you can get top of page visibility on Google even if you don’t have the #1 organic ranking.
Learning how to find SERP feature opportunities is essential for any SEO strategy. When you analyze your target keywords and see which SERP features show up, you can optimize your content specifically for those. This is different from traditional SEO, where you just target rankings.
Why SERP Features Matter for Your Traffic
SERP features are not just a nice bonus, they can make or break your traffic.
Here’s why…
Research shows that featured snippets capture 67% CTR, which is MASSIVELY higher than any standard organic result. So if you can land a featured snippet, you pretty much win the click.
But here’s the flip side…
SERP features can also tank your traffic. When Google shows an answer right in the search results, users don’t have to click through to your website. This is called a “zero-click search”, and they are becoming much more common each year.
Solution? Target SERP features that actually DRIVE clicks, not just present information.
Let’s look at a couple of ways SERP features can increase your traffic.
Increase Click-Through Rates
The right SERP features can drastically improve your click-through rates.
According to recent data, the top 3 organic results receive over two-thirds of all clicks on Google. But when you include SERP features into the equation, those numbers shift. Featured snippets and other enhanced results can steal clicks from positions below them.
Here’s how this works:
Your competitor has a featured snippet. You rank #1 below it, but all of those clicks are going to your competitor. That’s a TON of lost traffic that you could be getting by winning a featured snippet.
SERP features can help you improve your CTR by optimizing for features that appear for your target keywords.
Build Authority and Trust
SERP features can help you build authority and trust in your brand.
When your website shows up in a knowledge panel or featured snippet, it looks more authoritative to users. Users immediately know that Google thinks your content is the best answer. This builds trust before they even click through to your website.
And trust breeds more clicks, more engagement, and more conversions.
The Most Valuable SERP Features to Target
Not all SERP features are created equal. Some of them actually drive a TON of traffic. Others provide information without generating clicks.
The most valuable SERP features to target are:
- Featured snippets
- People Also Ask boxes
- Video carousels
- Local pack results
Featured Snippets
Featured snippets show up at “position zero” at the top of the page, above the organic results.
Featured snippets pull a direct answer to the user’s query from a webpage. Google will show a text excerpt, list, or table with a link to the source page. Featured snippets are so valuable because they eat up real estate on the top of the page.
How to win featured snippets:
- Answer questions directly and concisely
- Use clear headings that match the search queries
- Format your content with lists and tables where applicable
- Keep answers between 40-60 words for paragraph snippets
People Also Ask Boxes
People Also Ask (PAA) boxes display related questions that users commonly search for.
These expandable boxes can show up multiple times throughout the search results. Users can click on a question and the box will expand to show an answer snippet from a webpage. Landing in PAA boxes can increase your visibility for multiple related queries.
Identify which questions show in the boxes and create content that directly answers them.
Video Carousels
Video results are taking over Google’s search results.
For certain queries, Google displays a carousel of video thumbnails near the top of the SERP. YouTube videos dominate these video carousels. If your content translates well into video, then this is a huge opportunity for you.
Local Pack Results
Local pack results show up for location-based queries.
Google will display a map with three local businesses, ratings, and other key details. For local businesses, getting in the local pack is often more important than standard organic rankings.
How to Optimize for SERP Features
Optimizing for SERP features is different than standard SEO.
Here’s how to do it:
Analyze the SERPs for Your Keywords
Start by searching for your target keywords and observing which SERP features appear.
Do you see featured snippets? Video carousels? People Also Ask boxes? Note what Google shows for each of your target keywords. Different queries trigger different SERP features.
Structure Content for Snippets
Google pulls featured snippets from well-structured content.
Use clear headings that match common questions. Provide concise, direct answers immediately after each heading. Format your content with bullet points and numbered lists for step-by-step guides. Include tables for comparison data.
Formatting your content this way makes it easy for Google to extract featured snippet-worthy content.
Implement Schema Markup
Schema markup helps Google better understand your content.
This is structured data you add to your website that can unlock rich results like FAQ snippets, review stars, and more. While schema markup won’t guarantee SERP features, it significantly improves your chances.
Focus on the schema types most relevant to your content and industry.
Monitor and Iterate
SERP features are constantly changing.
A keyword that shows a featured snippet today may not show one tomorrow. Regularly monitor your target keywords to see which SERP features show up. Track when you win and lose SERP features and refine your strategy.
Pulling It All Together
SERP features give you a powerful new way to increase your visibility without having to climb the rankings. SERP features can help you:
- Increase your click-through rates
- Build authority and trust
- Generate traffic for competitive keywords
The strategy is simple:
- Identify which SERP features show up for your target keywords
- Optimize your content to target those SERP features
- Implement schema markup where applicable
- Monitor your results and iterate
SERP features are continuing to evolve as Google rolls out new elements. Staying on top of it is crucial for growing your organic traffic.
Start by digging into the SERPs for your most important keywords. Identify which SERP features show up and look for opportunities to win them. Then structure your content to target those opportunities.
