Tắt màn hình máy tính Featured snippet, Thumbnail, Top stories, Video, Sitelinks

Google has come a long way since its inception, transforming near-daily to provide a better experience to lớn its users. As the Internet keeps moving towards di động, search engines lượt thích Google are working overtime to ensure that the results users get are exactly what they need. This means the introduction of new features on their tìm kiếm engine result pages, which introduces a problem for SEO professionals: how vì chưng we take advantage of those features khổng lồ keep ranks high & boost traffic?

Today, we’re going through the best SERP features that you need khổng lồ pay attention to and consider for ecommerce seo in order khổng lồ stay at the top of result pages.

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What are SERPhường Features?

SERP is an abbreviation of the term “tìm kiếm engine result page,” referring to the page listing all results for a specific search query. Since it’s inception, Google has been constantly adding and changing their SERPs khổng lồ improve the user experience và help searchers access better, more effective answers faster. SERPhường features are one of the main ways that Google accomplishes this, presenting structured data to users in a way that makes SERPs easier to navigate and more helpful.

Google’s work is never done when it comes khổng lồ improving user experience, leading them to lớn create new SERP features as recently as last year with the introduction of FAQ results và How-To results. Since SERPs are always changing, so are SEO best practices, meaning you’ll need lớn keep up on every new update lớn stay ahead.

Best Google SERPhường Features & How to lớn Use Them

Not all SERP features are created equal – some are more beneficial for certain industries, so it’s important lớn determine which features khổng lồ focus on in your unique SEO strategy. Let’s dive inlớn the most important SERP features for boosting traffic to your site & how you can optimize for them.

Featured Snippets

As questions become a more popular form of query, especially with the advancements in voice search, Google introduced an easy way for users to lớn find the answer quickly without having lớn navigate to lớn a trang web. Appearing in the first SERP position (even before rank 1 search results), featured snippets are designed lớn give sầu searchers specific answers khổng lồ their question-formatted queries.

Typically, the answer in the featured snippet is taken from one of the top 5 results on the first page – not always the first organic result. Because of this, it can be possible khổng lồ usurp the coveted first rank by gaining the featured snippet.

Featured snippets can appear as paragraphs, bulleted/numbered lists, tables and more within 40-60 words.


How khổng lồ Use Featured Snippets

In order khổng lồ gain the featured snippet on your target từ khoá, you should already be ranking within the top 5 results on that SERPhường.

Once you’ve sầu achieved this, you’ll need to focus on using structured data, such as schema organization markup, so Google can underst& your content better & determine whether it should be in the featured snippet. Don’t forget lớn mark up visual nội dung too – images often enhance the result preview.

Regarding the snippet content itself, be sure lớn answer your target từ khoá question effectively within 40-60 words. To get ideas for what your nội dung should look like, kiểm tra and see if your target từ khoá already has a featured snippet so you can understvà what Google is looking for.

Rich Snippets

Displayed between a search result’s URL & meta description, rich snippets are additional pieces of context for products, businesses, và more. There are several different types of schema that can be included in rich snippets, including:

Product Details: This can include images, prices, brands, availability, sale prices, etc.đánh giá & Ratings: Usually shown in the khung of a star rating out of five and/or a numerical rating out of 10.Video Schema: Found under Clip results, this can show the video’s upload date và channel.

On mobile, rich snippets take the size of a di động Rich Card. This card format works effectively the same as normal rich snippets và is only optimized visually for Mobile devices.


How to Use Rich Snippets

Thankfully, rich snippets are one of the more low-effort SERP. features to take advantage of. To get rich snippets on our results, you’ll need lớn add schema markup lớn any information that you want to show up. That includes properly marking review, prices, product availability, & anything else you’d like users to lớn see. Once your tìm kiếm results are decked out with rich snippets, you’ll stand out on SERPs and garner new eyes lớn your site.

People Also Ask (Related Questions)

Related Questions panels, labelled as “People also ask,” usually show up when a searcher enters a question as their tìm kiếm query. The related questions are most often follow-up questions khổng lồ the original query, giving more information to lớn the searcher in a drop-down danh sách format.


How lớn Use “People Also Ask”

In order to get your content and, therefore, your site featured in the Related Questions feature, then you’ll need khổng lồ first make sure that you’re already ranking in the top 10 results for your target keywords. Like featured snippets, related questions typically pull their questions & answers from pages ranking within that first 10.

You’ll also want to lớn make sure that you’re ranking for both the target question từ khóa and related questions so that Google can make that relevance connection & feature your page.

When it comes to the nội dung you need to be optimizing for, be sure to answer specific questions or define certain key terms. Work khổng lồ determine what information that searchers need when they’re already asking the target keyword question & build off of that information khổng lồ create your nội dung. A great way khổng lồ accomplish this is through an FAQ page or knowledge base.

Knowledge Graph và Panel

Knowledge Graphs appear on the right side of a SERPhường when users search for famous people or organizations. This SERP feature pulls content & data from publicly available information, such as Wikipedia, the CIA World Factbook và Wikidata.

Knowledge Panels, on the other h&, appear in the same area of the SERPhường. when a user searches for a br&. The information in a Knowledge Panel is pulled from company websites, Google Maps, and/or business directories. Since this feature is focused on companies that provide a service, reviews và ratings are also sometimes visible in the card.


Pictured: Knowledge Graph vs Knowledge Panel

How to Use Knowledge Graphs và Panels

While it’s much more difficult to lớn control what information is presented in a Knowledge Graph than a Knowledge Panel, it’s still a good idea to submit your business lớn Wikipedia with a link lớn your Wikidata so that there’s information for Google lớn pull from.

Taking advantage of Knowledge Graphs & Panels comes down khổng lồ keeping information about your brvà up-to-date. This means that your branded website’s pages should be complete and accurate, in addition to off-site information in Google’s Index, business directory listings, verified social truyền thông media profiles và anywhere else that your business may be discussed.

As always, you’ll want to lớn make sure that you’re using the proper organizational schema markup on your web pages so that Google can properly understand your nội dung for listing.

Local Pack

If you run a brick-and-mortar location, you’ll need khổng lồ optimize for Local Packs. Intended for users searching for establishments “near me”, the Local Pachồng is a SERP feature that caters a list of locations that may be relevant to lớn the tìm kiếm. This often includes restaurants, hospitals, và any other commercial or travel oriented location. The main three criteria for determining what businesses show up in a Local Pachồng are distance, prevalence and relevance to lớn the search query.


Pictured: Local Paông chồng vs Local Teaser Pack

The Local Teaser Paông xã is an extended version of the Local Paông chồng that features more actionable information, such as hours, đánh giá pricing, and more. Certain types of locations with see added features to their Local Teaser Pack entry depending on their industry – for example, results for hotels will show room prices, vacancy dates, etc.

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How lớn Use the Local Pack

First, you should determine which tìm kiếm results are displaying local SERPhường. features so you know what target từ khoá to lớn optimize for. If you’re already optimizing for local SEO, then you may be aware of these targets already.

By adding your business khổng lồ online directories lượt thích Yellow Pages, Yelp, & Google My Business, tìm kiếm engines will have sầu an easier time finding accurate information about your location that can be displayed in the Local Pachồng.

Optimizing for mobile should already be a priority, but it’s especially crucial when trying to appear in local results. Since most users searching “near me” queries intkết thúc on travelling to a physical location, they’re almost always searching on their sản phẩm điện thoại devices. Google takes this into tài khoản, staying in line with their user experience priorities.

Like all other SERP.. features, you’ll need khổng lồ make sure that your site is marked up with schema organization so that Google can easily determine your store’s location, name, and phone number.

Image Pack

When users tìm kiếm for a query that’s best answered visually, Google delivers the Image Paông chồng. This SERP.. feature appears as assorted image thumbnails in a horizontal carousel, acting as a pReviews for more images related to the search query. Image Packs are especially relevant for real estate businesses, tourist websites, and any organization that relies on visuals.

One unique feature about the Image Paông chồng is that it’s a SERPhường. feature that isn’t locked khổng lồ a specific spot on the SERPhường – the carousel can show up at the top, middle or bottom of the page.


How lớn Use the Image Pack

To appear in the Image Pachồng, you should work on following established best practices for image SEO. These include:

Using descriptive alternative text text & file namesIncluding target từ khoá in title tags and tệp tin namesOptimizing on high-quality imagesCrafting user-friendly URLs

Like always, ensure that the pages your images are hosted on are properly marked up for schema organization as well.

Site Links

Appearing directly underneath a normal search result, Site Links is an expanded các mục of direct liên kết to your website’s most important sub-pages. Typically, this includes pages like About Us, eshopdaroana.com, Liên hệ Us, Product Categories, Help Center, & more.

One of the more notable aspects of the Site Links feature is that it takes up so much space on the SERPhường., dominating the page and making your website’s search result stand out & draw user’s attention. Suddenly, you’re not ranking with just one URL – you’re ranking with 4 additional URLs that lead khổng lồ major pages on your site, boosting traffic through the roof.


How to Use Site Links

To earn Site Links below your site’s main search result, you’ll first need to lớn make sure that your site has good navigational structure và hierarchy. If Google can’t easily navigate your site’s sub-pages, they won’t consider listing your sub-pages. Focus on internal linking to lớn emphakích cỡ the relationship between your pages và their context within your overall site.

You’ll also want to lớn submit your accurate, up-to-date sitemap khổng lồ the Google Search Console. This gives Google the clearest understanding of your website’s layout & pages. And, as per usual, ensure that you add the correct schema markup to your site to lớn further assist Google in determining your Site Links.

Top Stories (News Box)

Formerly known as the News Box, the Top Stories SERPhường feature includes time-sensitive sầu, trending news stories related khổng lồ a search query. These stories appear on the SERPhường as horizontal cards at the top of the page and will display the headline, publisher & publish date. Content that qualifies for a spot in Top Stories includes:

eshopdaroana.comsPress releasesOpinion/editorialSatireBreaking newsSubscription-based articles


How khổng lồ Use Top Stories

To appear in Top Stories, you’ll need to follow the Google News submission procedures & request for your content’s inclusion. Your desired content should be original, transparent, accurate, easily readable và timely.

You’ll also want to lớn make sure that your site và its pages are optimized using AMP, which stands for accelerated Mobile pages. Google prefers suggesting websites that are optimized for mobile users, so working this inkhổng lồ your strategy will boost your chances of earning that spot. Like all other SERP features, your content should be properly marked for schema organization.

Video Snippets

Displayed between other organic text-based results, Video Snippets have sầu the added features of a video clip thumbnail, Clip title, liên kết, upload date, channel username và more. Video Snippets can show up on SERPs either in a 3-pachồng or a single featured video clip.

The Featured Video Snippet differs from typical Video Snippets because it features a larger thumbnail và additional info. The Featured Video also always appears at the top of the SERPhường.


How lớn Use Video Snippets

While Video Snippets aren’t going to lớn include direct liên kết khổng lồ your trang web, they’re still useful for driving traffic in the long run. Include CTA’s & cross-links khổng lồ your site in videos from your company’s YouTube channel. By grabbing their attention with a Video Snippet, you’ll gain viewers that may be interested in learning more.

To get your videos featured as Video Snippets, you’ll want to optimize using traditional YouTube best practices for titles, descriptions, categories, tags, và more. You’ll also need to lớn follow specific đoạn Clip schema markup guidelines from Google lớn help the search engine find & underst& your nội dung.

Twitter Snippets

Usually triggered by branded search queries, Twitter Snippets appear on SERPs as a carousel of the three most recent tweets from a specific tài khoản or brand. The tweets show up in card format, allowing the searcher lớn scroll khổng lồ the right to show more tweets. Each tweet card will show the tweet’s text và date.


How to Use Twitter Snippets

While Tweet Snippets won’t directly link khổng lồ your site, they boost br& authority và drive sầu users to lớn kiểm tra out your social media presence. From there, be sure to follow social truyền thông best practices and make your website’s URL prominent in your Twitter bio.

Most Twitter Snippets seem khổng lồ display tweets from verified users with high engagement and followers, so maintain an active sầu presence on your trương mục and get verified as soon as possible.

Paid Features

So far, we’ve sầu covered all of the best organic SERPhường. features for boosting traffic to lớn your site. But Google also offers a selection of paid SERP features that may serve sầu khổng lồ be effective in a PPC strategy.

AdWords Top và Bottom


Google ads promoted through AdWords can be featured at the top and bottom of SERPs with a green “Ad” label that clearly informs searchers that the entry is appearing as a paid ad. To cut down on how many ads are generated at the top of SERPs for competitive keyword, they’ve split ads between the top of the page & the bottom of the page. Google determines which ads gain the top or bottom spot based on the following factors:

Google Ads unique scoresBidding amountRelevance

In order khổng lồ start an AdWords campaign, you’ll need khổng lồ create an tài khoản, create your first campaign, determine your target từ khoá & calculate your budget.

Product Listing Ads (PLA)


Also called Google Shopping Ads, PLAs are triggered by transactional queries with high purchase intent. These ads will usually appear at the top of the SERPhường and feature a small “Sponsored” tag lớn clarify lớn searchers that the sản phẩm cards are paid ads.

PLA’s appear in a carousel of cards, with each thẻ showing the product’s name, price, website name, product image, và more depending on the information you provide lớn Google. Due lớn the visual nature of these ads, they’re more useful in driving traffic than the text-based AdWords listings.

In order khổng lồ get your products displayed as PLA’s in Google Shopping results, you’ll need to lớn create a Google Merchant Center trương mục and create ads for your products. For more details on signing up, check out our guide khổng lồ Google Shopping.

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Wrapping Up

If your SEO strategy isn’t constantly evolving alongside tìm kiếm engine advancements, then it’s time for you khổng lồ change things up. What worked last year won’t keep working forever – especially at the rate of which Google is updating their SERPs and introducing new ways for searchers to lớn find what they’re looking for. To make sure that the answer to user questions keeps leading bachồng to your trang web, keep changing your strategy và introducing new ideas so that Google recognizes your brvà as one to feature.

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