What Are SERP Features
Google has come a long way since it’s early days, and are continuously evolving to give users the best results for their queries. Beyond traditional search results (the typical list you see when browsing) Google has also introduced SERP features. These are sections on the SERPs that provides users with additional and related information about their search query.
Today, 99% of keywords have at least one type of organic SERP feature. But, what do they look like?
When searching for “sydney opera house” we can see a few different SERP features:
Common SERP Features
There are a lot of different type of SERP features, and this list continues to grow. Some of the most common that are triggered in the SERPs are:
- Knowledge Panel
- AdWords Top and AdWords Bottom
- Featured Snippet
- Image Pack
- Local Pack
- Knowledge card
- Knowledge panel
- Shopping results
- Top Stories
- Thumbnail
- Video
- Local Pack
What Does This Mean For SEO?
From an SEO perspective there are some pros and cons. On the one had, winning SERP features lets users know that Google considers your content trustworthy, so they are more likely to see you as credible, which can earn you clicks, leads and traffic (depending on the search intent.)
On the other hand, some studies have shown that 65% of Google searches stay on the search results page. This is primarily because SERP features often provide users information at a glance, without the need to click a link and access a website. This means that websites may get fewer clicks.
Tips For Winning SERP Features
- Keep your content succinct and avoid complex sentences.
- Keep your content natural and uses terms your audience might use
- Provide answers as early in the content as possible
- Get site links (the cluster of links below some SERP results)
- Develop and internal linking strategy that uses relevant and descriptive anchor text
- Use informative and relevant titles and headings
- Optimise your images with descriptive file names, alt text and captions
- Optimise for local pack by ensuring NAPs are accurate across directories
For PPC, ensure your ads are relevant, clear and engaging. Tools like QualityScore can evaluate the quality of ads and provide suggestion on improving CTR, landing page experience and more.
