When someone types a query into Google, they’re not just greeted with a list of blue links any more, they’re met with a rich and often interactive display of results designed to answer their questions more efficiently than ever. These elements are known as SERP features, and they’ve transformed how brands approach search engine optimisation.

In this guide, we’ll walk you through what SERP features are, the different types that exist, why they matter, and how you can increase your chances of being featured, all while demystifying the technical elements like schema markup and structured content. Our aim is simple: to help you navigate this critical area of SEO with clarity and confidence.

What Are SERP Features?

A SERP feature is any result on a search engine results page that goes beyond the traditional organic search results, the standard blue links. These features include featured snippets, knowledge panels, image packs, the map pack, and AI overviews. They enhance the user experience by delivering quick, relevant answers directly within the results pages.

Google constantly introduces and adjusts SERP features. They aim to provide faster, more precise results that are aligned with users' search intent. The presence of these features significantly alters how results are consumed, particularly because some features appear at the top of the SERP, often even before the highest-ranking organic listings.

It’s no surprise, then, that being included in these features has become a major goal for marketers and SEOs alike.

Why SERP Features Matter for SEO

If your business is featured in a SERP feature, it’s more than just a badge of honour. It offers increased prominence, the potential to attract higher-quality traffic, and a stronger perception of authority. When a featured snippet appears at the top or your business is shown in the local pack, users are more likely to click through, especially if your content is relevant to the search query and structured to answer their question quickly.

However, there’s a double-edged sword here. If you’re not appearing in a SERP feature, someone else is, and those elements often push standard organic listings further down the page. In fact, studies suggest that as many as 65% of all searches result in no clicks at all, largely due to these instant, in-page answers.

As SERP features evolve, optimising for them becomes essential if you want to remain visible in an increasingly competitive digital space.

The Main Types of SERP Features

There are now over 30 different types of SERP features in use. Below, we’ve focused on the most influential and widely used features that can elevate your content and brand when approached strategically.

Featured Snippets

The featured snippet appears in a distinct box at the top of the SERP, pulling a concise answer from a webpage and linking to the source. They often take the form of a paragraph, list, or table. These are most commonly triggered by queries that begin with “what is”, “how to”, or other question formats.

To optimise for featured snippets:

Use clear subheadings phrased as questions.
Follow each heading with a short, direct answer (usually 40–60 words).
Structure content with clean formatting, lists, and summaries.

Ranking for a featured snippet puts you at the top of the page and positions your brand as an authority on the topic.

Knowledge Panels

These appear on the right-hand side of the search engine results page and display detailed information about an entity, such as a company, person, or product. The information comes from Google’s Knowledge Graph and may include images, dates, contact details, and links to social media or Wikipedia.

While you can’t directly control inclusion, you can improve your chances by:

Ensuring consistent and accurate data across your website and social profiles.
Creating a robust “About Us” page with structured schema markup.
Getting listed in reputable directories and databases.

Being featured in knowledge panels significantly boosts trust and visibility, particularly for branded queries.

Image Packs

Image packs are rows or grids of images that appear in the SERP when Google determines that visual content would better serve the query. They often link to Google Images and can appear in various positions, not just the top.

To optimise for image packs:

Use descriptive, keyword-rich file names (e.g., “vintage-armchair-leather.jpg”).
Add relevant alt text and captions.
Use schema markup for images and include an image sitemap.

Proper optimisation supports inclusion in image packs and enhances accessibility and page relevance.

Video Carousels

When a video is the most effective way to answer a query, such as a tutorial or walkthrough, a carousel of relevant videos may appear. Most often, these are pulled from YouTube, though other platforms can be included.

If video content is part of your strategy:

Optimise titles and descriptions with target keywords.
Include a transcript and clear timestamps.
Use structured VideoObject markup.

Appearing in a video carousel provides an engaging format that captures attention early in the user journey.

Local Pack (Map Pack)

The local pack, also known as the map pack, displays three local business listings alongside a map. It appears for queries with local intent, such as “coffee shop near me” or “emergency plumber Manchester”.

To optimise for the local pack:

Create and verify a Google Business Profile.
Ensure consistent NAP (Name, Address, Phone) details across directories.
Encourage and respond to customer reviews.
Use localised keywords and location-specific landing pages.

This is a core part of local SEO and crucial for businesses reliant on foot traffic or regional clientele.

Rich Snippets

Rich snippets, also called rich results, add additional visual data to a standard organic listing, such as star ratings, pricing, or review counts. This makes your listing stand out more on the search engine results page.

To be eligible for rich snippets:

Use schema markup appropriate to the content (e.g., Review, Product, Event).
Ensure accuracy and consistency of the information.
Validate your markup with tools like Google’s Rich Results Test.

Rich snippets don’t guarantee more clicks, but they increase visibility and engagement when properly implemented.

Sitelinks

Sitelinks are internal links that appear under a main result, helping users navigate directly to deeper sections of a website. They usually appear for branded searches.

To encourage site links:

Create a logical internal linking structure.
Use clear anchor text and hierarchical navigation.
Apply structured data to indicate key areas of the site.

While these are algorithmically generated and not manually chosen, a well-structured site increases your chances of gaining them.

AI Overview

AI overviews are a relatively new feature, appearing in August 2024. Google has implemented an AI overview search feature that uses artificial intelligence to give you a brief overview of the topic you are searching for. This is especially useful as it provides the user with a quick and short answer to their query. The information is relevant to the search intent and often appears at the top of the Google search.

How to Increase Your Chances of Earning SERP Features

Appearing in SERP features isn’t just about ranking well. It’s about aligning your content with how Google interprets user intent and structuring it in ways that are easily understood by both users and algorithms.

Here’s how we approach this at Perpetual10:

Understand the User’s Search Intent

Search intent is the underlying reason behind a query, whether users want to learn, buy, navigate, or find a specific answer. Matching your content to that intent is the foundation of SEO success.

Conduct keyword research to determine the following:

Which queries trigger which SERP features?
What kind of content currently earns those placements?
How can you structure your pages to meet the same intent, but better?

Tools like Semrush, Ahrefs, and SE Ranking allow you to analyse which keywords trigger features and how your competitors perform.

Implement Schema Markup Correctly

Schema markup is a type of structured data that helps Google better understand your content. Whether you’re publishing an article, a product, a recipe, or a job listing, there’s a schema type for it.

While schema alone doesn’t guarantee a feature, it’s often a prerequisite. Use tools like:

Google’s Structured Data Markup Helper
Schema.org documentation
Rich Results Test

Maintain a clean and error-free implementation and revisit schema regularly during audits.

Write for Search, Not Just Readers

While your priority should always be human readability, there are times when strategic formatting benefits both the user and the algorithm. For instance:

Use H2s and H3s to break down concepts.
Answer questions directly beneath headings.
Keep paragraphs short, especially in the introduction.

This also applies when aiming for AI Overviews or “from sources across the web” type summaries, where Google pulls factual content from trusted pages.

Tracking and Analysing SERP Feature Performance

Once you’ve structured and published your content, tracking is essential. You’ll want to monitor:

Which features your content appear in?
What impact do they have on traffic and click-through rates?
Which features do competitors rank for that you don’t?

Platforms like SE Ranking and Semrush allow you to filter keyword rankings by SERP feature and even preview live results. Google Search Console can also help identify increases in impressions or clicks that may relate to SERP visibility.

You can also reverse-engineer competitor success by:

Identifying which URLs rank in features like featured snippets or PAA.
Studying how they format their content.
Looking at how they match the structure and tone of their answers to common queries.

This information gives you a roadmap to target gaps and refine your approach.

Common Challenges and Considerations

While the benefits of ranking in SERP features are clear, there are challenges to be aware of:

No-click searches: Some features, like Rich Answers, provide full answers on the results page with no link, meaning less incentive to visit your site.
Algorithm updates: Google constantly adjusts how and when features appear, meaning results are never permanent.
Duplication filters: If your page appears in a featured snippet, it may be removed from the top organic results for the same query.
Not all features are attainable: Some, like knowledge panels or AI overviews, rely on external signals or structured databases, making them less controllable.

Still, even with these nuances, aligning your content with SERP feature criteria remains a worthwhile and often high-reward investment.

Final Thoughts

Google SERP features are no longer optional to consider; they’re an essential part of modern SEO. Whether you aim to land a featured snippet, be included in the map pack, or simply increase your visibility with rich snippets and image packs, it all starts with understanding what users search for and structuring your content to match their expectations.

At Perpetual10, we believe in helping businesses grow by understanding the digital tools that shape today’s online landscape. By focusing on quality content, strong structure, and the right data signals, you can earn your place in the most visible areas of the search engine results page.

The opportunities are there; it’s just a matter of knowing how to seize them.

What You Need to Know About SERP Features and Optimisation

What Are SERP Features?

Why SERP Features Matter for SEO