When someone enters a search query into Google, the page no longer shows only blue links. The search results page now includes many formats that deliver fast answers. These are called SERP features. They shape how people use a search engine and how brands plan their content.

This guide explains what SERP features are, the main types of SERP features, why they matter, and how to optimise for them. It also covers schema markup and structured content so you can improve visibility at the top of the SERP. The aim is simple. Help you understand what to do and why it works.

What Are SERP Features?

A SERP feature is any element in the Google search results that adds more than a standard listing. Examples include featured snippets, a people also ask box, a knowledge panel, an image pack, a local pack, video carousels, and rich snippets. These formats give users direct answers and additional information without leaving the page.

Google updates these features often. The goal is to match intent and return useful results fast. Because many features appear near the top of the SERP, they can push traditional organic listings further down. That shift affects every local business and national brand that relies on organic search results.

Why SERP Features Matter for SEO

A placement inside a SERP feature builds trust and drives attention. A featured snippet, a knowledge panel, or a position in the local pack can put your page above the first organic result. Users see your brand early, which can increase clicks and brand recall. It also shows authority when a search engine highlights your answer on the search results page.

There is a trade-off. If your content does not appear in a feature, a competitor’s result might take that space. Some features satisfy the query immediately, so the user does not click through. That is why optimisation for google serp features is now a core skill.

The Main Types of SERP Features

There are many formats in play. The sections below summarise the ones most likely to lift visibility and traffic.

Featured Snippets

Featured snippets sit at the top of the SERP. They extract a short answer from a page and link to the source. The format may be a paragraph, a list, or a table. These boxes are common for questions that start with “what is”, “how to”, or “why”.

To earn them, write headings that look like questions and place a clear answer beneath each one. Keep the answer tight and factual. Aim for around 40 to 60 words. Use a clean structure and consider helpful summaries. With the right schema markup and formatting, you increase the chance of being shown at the top of the SERP.

Knowledge Panel

A knowledge panel appears on the right side of the search results page for entity-based queries. It pulls facts from trusted sources and may show images, dates, contact details, and social links.

You cannot force inclusion. You can improve your odds with consistent facts across your site and profiles, a strong About page, and correct schema markup. For a branded search query, a knowledge panel signals credibility. The information comes from Google’s Knowledge Graph and may include images, dates, contact details, and links to social media or Wikipedia.

Image Pack

An image pack is a grid or row of pictures that appears when visuals suit the query. These images link through to Google Images and can show in several positions on the page.

Use descriptive file names, strong alt text, and relevant captions. Add an image sitemap and apply schema markup where it fits. These steps support accessibility, clarity, and inclusion in an image pack.

Video Carousels

Video carousels surface when a video is the best way to answer the query. Results are often from YouTube, though other platforms can appear.

Optimise titles and descriptions with helpful phrases from the search query. Add a full transcript and useful timestamps. Mark up the page with the VideoObject schema so the content is easy to interpret.

Local Pack

The local pack, also known as the map pack, shows three listings and a map for nearby results. It appears when the search query has local intent, such as “emergency plumber Manchester”.

Create and verify your Google Business Profile. Keep your Name, Address, and Phone consistent across directories.

Ask for reviews and respond to them. Build location pages and use local terms that support local SEO. These actions help a local business appear where customers make quick decisions.

Rich Snippets

Rich snippets enhance a standard listing with extra details such as ratings, prices, or review counts. This makes your organic result more visible among competing links.

Choose the right schema markup for your content type and keep data accurate. Validating your code reduces errors. Rich snippets do not guarantee a click, but they can lift engagement by making the listing stand out in organic search results.

Sitelinks

Sitelinks are extra links that appear below a main listing. They help users jump to key sections of your site.

A clear structure, descriptive anchor text, and a logical hierarchy make sitelinks more likely. While automatic, they reward tidy information architecture.

AI Overview

AI Overview provides a short summary that addresses the query near the top of the results. It reflects Google’s aim to present helpful material in context and at speed. Pages that offer clear, well-sourced facts and plain language have a better chance of being referenced.

How to Increase Your Chances of Earning SERP Features

Success relies on two things. Match intent and make parsing easy.

Start with intent. Decide if the searcher wants to learn, compare, buy, or find a place. Shape your page to match that need and offer additional information that answers follow-up questions. Use keyword research to see which queries trigger which features. Note the pages that currently win and study how they structure their answers.

Next, help machines read your page. Use schema markup that fits the content type, whether it is an Article, Product, Event, or FAQ. Keep the code valid and consistent. Strong structure helps as well. Use clear H2 and H3 headings. Place the direct answer under the heading. Keep paragraphs short and clear. This makes it easier to surface content in featured snippets, and people also ask for box entries, knowledge panel references, or other features.

Tracking and Refinement

After publishing, track where your pages appear. Look at impressions, clicks, and positions for each organic result. Check which features you occupy and where competitors show up. Review what format appears for each target search query. If a page does not win a feature, compare its layout with the current winner and refine the section that delivers the answer.

Common Challenges and Considerations

Some searches end without a click because the feature solves the need on the search results page. Algorithms and layouts change, so results can move. If a page earns a featured snippet, the duplicate organic listing may not also appear near the top. Not every feature is within your control, as many rely on trusted sources or large data sets. Even with these limits, careful structure, accurate facts, and helpful language usually pay off.

Final Thoughts

SERP features are central to modern SEO. They guide how users scan results and how brands earn attention. Focus on quality content, tidy structure, and correct schema markup. Support local SEO where it matters for a local business. Aim to meet intent with clear answers and helpful context. When you do that well, you improve your chance to appear in rich snippets, a people also ask box, an image pack, a local pack, a knowledge panel, and other formats in the Google search results. That is how you move higher on the search results page and closer to the top of the SERP.

What You Need to Know About SERP Features and Optimisation

What Are SERP Features?

Why SERP Features Matter for SEO