SERP Features 101: Understanding How to Use SERP Features to Your Advantage

SERP Features 101: Understanding How to Use SERP Features to Your Advantage

In the world of digital marketing, the term “SERP features” gets thrown around frequently. So what are they, and how do they directly impact your company’s rankings? SERP stands for Search Engine Result Page; therefore, SERP features are elements on a SERP that help users find answers to their searches quickly. Let’s unpack what elements qualify as SERP Features and how they can bring your business more visibility.

Common Types of SERP Features

Local Pack

When users search for businesses nearby, a local pack typically appears. The local pack contains a map with pins marking businesses that are relevant to the search. The search engine then highlights three businesses that it believes are most relevant to the search. See below for the format of what this looks like:

Local Map Pack

AI Overviews

AI overviews are a relatively new type of SERP feature that allows searchers to discover answers to questions without needing to click through to a webpage. Unfortunately, this typically decreases the amount of organic website traffic generated for a web page due to individuals not needing to click on the site. However, depending on the search, it may encourage users in need of additional information to click to your site due to the understanding that the Ai result is reliable.

Featured Snippet

A featured snippet typically appears under paid search results and above the traditional search results. This place is often referred to as “Position Zero”. The search engine pulls information from webpages, placing it in Position Zero in hopes to provide the user with relevant information regarding their search quickly.

Featured Snippets and PAA

People Also Ask

This very popular SERP feature shows up as a click-down menu typically underneath the featured snippet. The menu contains questions that people also ask in relation to the original search. When each question is clicked on a drop-down menu appears with a summarized answer.

Image Pack

If a row of images shows up in your SERP, you are viewing an image pack. Some of the images may contain links directing the user to the site from which they came from. 

Video Carousel

Similar to an image pack, a video carousel displays videos related to the search that are able to be scrolled through.

Review Stars

A SERP feature we see nearly every day is review stars. These stars show a glimpse of patrons’ experiences at a business by giving them a rating of one through five stars.

Building Brand Visibility with SERP Features

When talking about brick-and-mortar stores, location can make or break their success. The same idea applies to the digital marketplace. Pages or elements on your website can either bring in a lot of online traffic or no online traffic. The pages and elements that rank for SERP Features ensure your business is in prime real estate due to many elements showing up before the organic results page. This helps get more eyes on your business quickly.

When your business shows up in a SERP Feature, users are naturally more attracted to your business. Many SERP features show up in a different-shaped box than the typical search result page with plain text and hyperlinks. Users are drawn to reading information within a SERP Feature because they can more conveniently find information. 

SERP Features can increase your brand’s visibility by making your company accessible to voice search. Featured snippets are often used by voice assistants to help answer questions. According to Forbes, voice search is growing rapidly, with over 50% of adults using it daily. Businesses open themselves up to a whole new market when appearing in voice search results, which increases their overall visibility.

Optimizing Your Content for SERP Features

Although there is no one exact way to guarantee you rank for SERP Features, there are ways to increase your likelihood. Optimizing your content is essential if you want your business to show up in SERP Features. Here are the best practices for optimizing your content:

  • Use Structured Data
  • Answer Questions Clearly
  • Keep an Organized Heading Structure
  • Target Long-Tailed Keywords
  • Make Sure Your Page Speed is Quick

Tracking SERP Features with SEO Tools

It is important to recognize what strategy is working in your favor to improve your visibility on the search engine results page. Many great SEO tools can help show you what SERP features you are ranking for; 898’s go-to SEO tool for this purpose is Semrush.

SERP Features: The Future of SEO

In the ever-changing world of search, businesses must adapt to changes. The future of organic search starts with SERP features. To enhance visibility in a digital landscape, businesses will thrive by optimizing their content for SERP features. At 898 Marketing, we have developed strategies to help our partners grow by utilizing SERP features. Contact us today to unlock your organic traffic potential.

Tags:

Recent Comments