Of all the billions of pages that exist on the mạng internet, there is perhaps no page (or mix of pages) more important lớn digital marketers than Google’s Search Engine Results Page.

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Also known as “SERP” or “SERPs,” this acronym refers to lớn the web pages that are served khổng lồ users when they search for something using Google. If your business successfully achieves a ranking on the first page of the Google SERP, you can expect an increase in traffic and conversions khổng lồ follow.

However, it"s important lớn note that Google SERPs are continuously evolving.

Today, you can encounter additional rich elements in addition to the usual ten xanh links when searching Google - these additional elements are known as “SERP features.” In this article, we will discuss the 15 most comtháng SERPhường features, including their elements and how your business can both optimize và benefit from them.

What Are SERPhường Features?

SERP. features are any additional element on the search results pages that falls outside of organic tìm kiếm engine results.

However, it"s important khổng lồ note that the term "SERP. feature" is not an official name designation by Google. The tìm kiếm engine actually refers to these non-organic results as Search Result Features or Rich Snippets.

In this article, I"m going lớn use the term "SERPhường feature" instead of "search result features," "rich snippets," or "rich results" as its use is more widespread in the digital kinh doanh community. Keeping this in mind, we can consider a

Nowadays, it"s incredibly rare lớn encounter a Google SERP without any additional features. According to lớn data from SEMrush Sensor, only 2.92% of search results fail to return a SERP feature. Some common features include:

paid resultsfeatured or rich snippetsimage packsknowledge panelsa local packproduct ratings or reviews

It’s important to note that Google ultimately decides which features appear on which SERPS, as well as what information is contained within them. However, the combination of a sound understanding of structured data và value-driven and SEO-optimized content will position you khổng lồ influence the majority of the SERP.. features on our danh sách.

Why Do SERP Features Matter?

SERPhường features matter because they help provide searchers with as much relevant information as possible, making it easier for users lớn get the exact information they need to take action.

Rethành viên, back in the day, the Google SERP was a clean và straightforward organic results directory. And yet, it was difficult for businesses & brands to lớn make themselves stand out from the competition.

Today, with the addition of SERP features, there are now numerous ways for businesses to lớn optimize their websites lớn increase organic visibility và achieve first-page rankings while also providing users with the information they need lớn answer their queries.

Leveraging the power of SERP.. features can give sầu you a significant advantage over the competition.

For example, Featured Snippets (usually referred to lớn as position “zero,” as we will see below) tài khoản for about 35% of all clicks on the SERPhường. This means, if you develop compelling nội dung that Google deems worthy of a Featured Snippet, you are likely khổng lồ experience a boost in organic traffic.

Overall, SERP.. features make Google’s search results more accurate, more relevant, and easier to lớn find. Optimizing your website và content for SERPhường. features will boost traffic và click-through rates while providing users with a valuable and smooth user experience.

The 15 Most Comtháng Google SERPhường. Features

Continue reading khổng lồ discover some of the most comtháng Google SERP features, including their elements & some quiông xã tips on how lớn optimize for them.

1. Google Ads Top


Formerly called Adwords, Google Ads is a paid tìm kiếm advertising platform by Google. It is considered the first-ever SERP. feature và is the earliest-known deviation from Google’s classic ten blue liên kết. Based on a pay-per-cliông xã Model (i.e., PPC), the results are pulled from PPC placements & provided an "Ad" label that is visible immediately before the listing"s URL.

How to optimize: Google uses an auction system to lớn determine which ads are displayed & their position. It also calculates the Ad Rank for every advertisement within the auction. You can improve the position of your ads by bidding more, optimizing your Ad Quality Score, và targeting certain keyword based on user intent.

2. Google Ads Bottom


You can also find Google Ads at the very bottom of a SERPs’ organic results. These paid ads are cheaper and a lot less competitive sầu than their top-of-page counterparts. Although they are identical with respect to lớn size và function, they come with a significant disadvantage: they are not immediately visible to lớn users.

How lớn optimize: The main goal of a paid Google Ad is to lớn have sầu your trang web immediately visible khổng lồ users. This is best accomplished by having ad placements at the top of the organic results. Typically, less relevant & lower-bid results kết thúc up in this section. To optimize for this space, you should work on improving the relevance of your ad. This will improve sầu your Ad Quality Score.

Ad relevance is a significant piece of the Ad Rank puzzle. This means that you need to lớn develop ads that are more relevant, can produce higher CTRs, and better align with your CTAs.

3. Featured Snippet


Featured Snippets are Google"s way of providing direct answers to lớn tìm kiếm queries. Featured Snippets are usually referred lớn as position “zero” because they appear above the number one ranked search result. Featured Snippets can also appear in many different formats, such as paragraphs, bulleted lists, & tables.

Featured Snippets can have sầu a positive impact on your marketing efforts, boosting organic traffic, site sessions, and CTRs. This can be attributed khổng lồ the fact that users are likely to click-through for more in-depth answers khổng lồ their tìm kiếm queries. According to a Databox survey, 75% of marketers think that the Featured Snippet is the most valuable SERPhường feature.


How to lớn optimize: If you want your trang web lớn appear as a Featured Snippet, a top organic ranking is a must. To get featured, you essentially need to lớn vày one thing: give a direct và complete answer lớn a user query. This means that you need to have top-tier, highly informative, and SEO-optimized nội dung.

One optimization tactic is to lớn make it easier for Google to feature your nội dung by pre-formatting. For example, to qualify for a bulleted Featured Snippet, you should format some of your nội dung into lớn a bulleted danh sách while incorporating target keywords in your subheadings. The same thing applies to lớn other Featured Snippet formats like tables, paragraphs, & numbered lists.

As the average length of a Featured Snippet is 45 words, a good strategy is khổng lồ be concise và specific.

4. Image Pack


Image Packs will appear when Google thinks that visual nội dung is necessary for a more comprehensive search results page.

Image results may appear as a horizontal image carousel at the top of the Google search results or as a block of relevant images within the SERP.. Clicking on an công trình in the Image Paông chồng will take you to the Google “Images” tab and from there you can access the website that hosts the image.

How to optimize: To increase your chances of being featured in an Image Paông chồng, use alt tags, image captions, descriptive filenames, & appropriate image sizes và file types in your content. The idea is khổng lồ make your images as rich và search-friendly as possible.

5. Knowledge Card

Powered by the Knowledge Graph, Knowledge Cards contain relevant, context-specific information regarding a user"s search query. When there"s enough data about the subject at hand, a Knowledge Card will display all sorts of rich information, including images & related searches.


How to optimize: To get your nội dung inside a Knowledge Card, you need to lớn be an authority on your nibịt or subject. Look lớn create excellent nội dung & ensure that your website is fully optimized and mobile-friendly. Knowledge Cards are generated automatically. As such, well-known brands and personalities can clayên their Knowledge Card after verification.

6. Knowledge Panel

Like Knowledge Cards, a Knowledge Panel is powered by the Knowledge Graph and provides a comprehensive bloông xã of information about a public figure, organization, or entity. When you đầu vào a query related khổng lồ a real-world entity, the Knowledge Panel box will appear at the top right side of the Google results (or at the top when searching via mobile).


Knowledge Panels may contain a number of different elements, including videos and images, Google Maps, an entity’s business name, a website button, & Review.

How khổng lồ optimize: There are several steps that will put you in a good position to lớn receive sầu a Google Knowledge Panel, such as creating a Wikipedia page, signing up for a Google My Business trương mục, updating your business" Google Maps, và improving your site"s domain name authority. If you want to learn more, I recommend checking out our recent guide on how khổng lồ get a Knowledge Panel.

7. Shopping Results


Also known as Product Listing Ads, Shopping Results is another paid space in the SERPhường. that directly sells a sản phẩm. These ads appear as image cards at the top of the SERPhường. Each card typically features an image, hàng hóa name, price, & a 5-star rating system. Even though most of these cards are effective ads, they can feature select organic results too.

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How to lớn optimize: Since this is a paid placement, the only way for your business and products to appear in Google Shopping Results is lớn create a Google Ads campaign.

Also, tagging your product pages with a “schema markup” will tell Google that it should display your listings. Schema markup refers lớn a structured data vocabulary that enables tìm kiếm engines khổng lồ better understand a website’s information for serving rich results. To learn more about schema markup, kiểm tra out this excellent beginner’s guide by SEMrush.

Even if you"re not running ads, these ads can give sầu you some good insight with respect to the businesses you are competing against.

8. News Box


Also called Top Stories, a News Box is a carousel of thumbnails that point to news articles with timestamps & the publisher of the story. Pages that get featured in Top Stories are generally from popular and high-authority news sources such as CNN, CNBC, ESPN, and Google News.

How lớn optimize: The News Box or Top Stories SERP results are used to inkhung searchers about breaking news, trending topics, and timely content related to their search query. As a result, most websites that are featured here are major news sources and large publishers.

You can appear in the Top Stories section by publishing nội dung about the lathử nghiệm news, current events, và trending stories in your industry. However, this particular SERP feature isn’t going lớn be relevant for most businesses unless they’re an actual news blog or large publication.

9. Twitter Cards


This SERP feature appears as a blochồng of Twitter cards showing the most recent relevant tweets about a specific từ khóa or sự kiện. For instance, if a user searches for a keywords relating to lớn a trending news story in the NBA, he may see a carousel of Twitter cards that contain relevant tweets about the league from high-profile accounts.

How lớn optimize: Being active sầu on Twitter is one of the best ways to win this particular SERP feature. You don"t even need a verified trương mục (i.e., the xanh checkmark) or a huge following khổng lồ be featured. Just make sure that your Twitter tài khoản is active & encourages audience engagement.

10. Reviews


Đánh Giá, officially known as đánh giá Snippets, complement organic tìm kiếm results with an image and a 5-star rating. You can qualify for this SERPhường feature if your nội dung can be rated by readers & uses the Rich Snippet schema markup. reviews Snippets may appear in rich results or in Knowledge Panels and can only be applied for the following content types:

How-toLocal businessBookCourseMovieProductRecipeSoftware app

This is one of the more worthwhile tìm kiếm features lớn pursue since organic results with reviews can increase your average CTR by as much as 35% (depending on your market).

How khổng lồ optimize: To acquire this SERPhường feature, you need Đánh Giá of your product or website from places lượt thích Google My Business, Facebook Pages, và Yelp. A good rule of thumb is lớn ensure that the Review are visible on your trang web as well.

In addition, it’s a good approach khổng lồ use a third-các buổi tiệc nhỏ plugin that can gather reviews from customers after a purchase. The strategy here is khổng lồ help Google interpret the data on your page via the đánh giá schema markup.

Additionally, you will need to lớn provide Google some information about your business listing, such as location, phone numbers, and hours, as well as which pages you want the star ratings to appear on. But remember, Review Snippets are generated automatically, which means it"s still up to Google"s algorithm whether it displays the star rating or not.

11. Related Question (People Also Ask)


Generally speaking, this Google SERP feature starts with four questions related to lớn the initial search query. This series of related questions typically tackle another aspect of the original topic or expvà upon the initial keywords phrase. These related questions are positioned directly below the traditional organic results and are expandable inkhổng lồ a box that looks similar khổng lồ Featured Snippets.

How to optimize: Related Questions operate based on Google’s machine learning algorithms. You can add more depth and context khổng lồ your content by including semantic tìm kiếm terms and related keyword, which Google can use to lớn populate its Related Questions SERPhường. feature.

Think of follow-up or related questions that a user may ask with respect to lớn your target từ khóa phrases. Add the questions and answers khổng lồ your content khổng lồ increase your chances of being included in this Google SERPhường. feature.

12. Local Pack


According khổng lồ a recent Hubspot kinh doanh stat report, 72% of users engaging in a local tìm kiếm have visited a store within five miles. This makes the Local Pachồng SERP. feature one of the most powerful sale tools for small businesses.

Local Packs appear when a tìm kiếm query mentions a local service, demonstrates local intent, or uses a local geographical name. If you use a search query with local intent such as "italian restaurant near me" or "iphone repair seattle," you"ll receive Local Paông chồng results based on the current or indicated location.

Local Packs typically include a bản đồ with the pin location of the local businesses, a 5-star rating system for each establishment, and three local results, which may have sầu paid ads. Local Packs, while usually located at the top of the SERPhường (right below the organic Google search results) may occasionally appear below the organic listings.

Clicking on one of the local pack search listings will provide users with more detailed information about the service listing, such as images, business hours, location, Q&A, và popular times.

How lớn optimize: This is where your local search engine optimization skills come in handy. Like other SERP features, you need to lớn be one of the top-ranking websites in the SERPhường to take advantage of this feature. This means that your business trang web must be well-structured, mobile-friendly, optimized for local SEO, & that your nội dung must be value-driven

I highly recommend not only improving your local SEO but also claiming your Google My Business (GMB) account. The majority of the information used in a Local Paông chồng SERP feature will be pulled from your GMB account. Effectively managing your business profile will allow you to lớn take control of this data.

13. Sitelinks


This SERP feature is designed khổng lồ enhance basic organic results by adding additional site liên kết that point to different sections directly under a result’s main URL and short mô tả tìm kiếm. If this tìm kiếm feature appears for your website, it means that your site"s navigation system is easy to lớn underst&.

In addition to site liên kết, this SERPhường feature may also include a Sitelink Search Box powered by your site"s internal search engine.

How khổng lồ optimize: Although Google decides which website pages lớn display as additional site liên kết, it has provided many tips khổng lồ help business owners optimize their pages, so they’re more likely khổng lồ appear as direct link.

First và foremost, you need to rank number one for your brand name, as site liên kết only appear for the top tìm kiếm results. In addition, your site should be easy lớn navigate & structured in a way that enables Google khổng lồ find chất lượng and relevant links.

14. Video


A Video SERPhường feature appears aao ước organic search results và includes a title, page description, và thumbnail. More often than not, a Video SERPhường feature is a direct link to lớn a YouTube-hosted video clip.

If Google believes that a đoạn Clip is highly relevant khổng lồ the search query at hvà, it will feature a larger thumbnail with additional information (e.g., lyrics).


How to lớn optimize: For Google to lớn recognize và feature your đoạn phim content, you need to lớn use the Video schema markup. To learn how khổng lồ optimize your videos to appear in đoạn phim results, kiểm tra out these best practices from Google.

15. In-Depth Article


Like rich snippets, an In-Depth Article SERP feature aims khổng lồ provide additional context to lớn help users better underst& a specific page prior lớn clicking on it. This particular SERP feature can be difficult to distinguish from organic results & is usually found below the SERPhường. Also, this feature is commonly reserved for top nội dung publishers, making it harder for brands khổng lồ compete.

How to lớn optimize: Again, only high authority domains are known lớn appear in an In-Depth Article tìm kiếm feature. To make an appearance possible, you need khổng lồ utilize the appropriate schema markup and properly optimize elements such as headlines, alternative headlines, publishing date, và the article body toàn thân.

One thing khổng lồ note is if one of your pages requires sign-ups or online registrations, you may not be eligible lớn appear as an In-Depth Article feature. However, if your long-khung content is verifiable, comprehensive sầu enough, and you"ve sầu used the correct markup, an appearance isn"t all that difficult, provided that you"re a high-authority publisher.

Improve sầu Your Search Visibility With SERP Features

Although it"s highly unlikely that your organization will appear for each and every SERP feature, it is important khổng lồ optimize your nội dung with these features in mind. Follow the best practices outlined above sầu, and with a little bit of patience & hard work, you will soon be driving more traffic, generating more conversions, & boosting your website"s authority.

What"s your approach lớn SERP. features? Do you have sầu a favorite? Let us know in the comments.