How to Maximize Organic Visibility with SERP Features [Explained]
Posted: Wed Dec 04, 2024 10:45 am
The only constant in digital marketing is change. And businesses need to stay ahead of the curve to succeed online. One way to do this is by optimizing your content for SERP features.
SERP features are eye-catching snippets, reviews, videos, and other content that appear at the top of search engine results pages (SERPs). They can help increase your organic visibility and drive more traffic to your website.
This article will cover SERP features in more detail and provide tips for optimizing your content to increase organic visibility.
What are SERP features?
SERP features (rich results or featured snippets) are special elements that appear above or next to organic search results (those blue links) on a search engine results page.
Research shows that 11% of 5.5 million SERPs have featured snippets australia phone number resource meaning there is a significant opportunity for websites to increase their visibility and traffic by optimizing for SERP features.
Here is a list of important SERP features you should know:
#1. Featured snippets
Featured snippets are short summaries of websites that directly answer users' search queries. They are typically displayed above the organic results at the top of the search engine results page (SERP).
Featured snippets can be text, lists, tables, or images. Here's an example of a text snippet:
Featured Snippet
Websites featured in the snippet position can experience a significant increase in click-through rates (CTR), receiving over 35% of all clicks .
#2. Information panels
These boxes appear in Google Search when you search for entities (people, places, organizations, and things) included in the Google Knowledge Graph.
They are intended to help you get a quick snapshot of information about a topic based on Google's understanding of current content on the web.
Knowledge panels
#3. People also
Most people search Google in question format, and that’s where you can unlock a wealth of information using the People Also Ask Google SERP feature.
This section of the SERP displays questions users have about the same search topic. By understanding exactly what questions users are asking Google, you can create more relevant and useful content for your target audience.
For example, Termly is a leading brand that offers a free terms and conditions generator for small businesses . Termly earned coveted spots in the People Also Ask feature snippet by carefully placing FAQs about their terms and conditions on their product and resource pages.
People also ask - Google search snippet
This strategic move demonstrates their dedication to their users’ needs and helps them drive significant organic traffic.
#4. Local packages
These boxes appear at the top of Google Search results for searches using local search terms.
They typically include Google Business profile details such as the business name, physical location, phone number, website, and customer reviews or ratings.
Local packs - Google maps
Local takeaways can be a great way to find nearby businesses like restaurants, shops, and service providers.
#5. Visual packages
Google and images go together like peanut butter and jelly. Image packs appear at the top of Google search results for searches that are likely to produce images (like cute animals, couches, shoes, etc.).
They often include a carousel of images related to the search query. Image packs can be a useful way to view images of products, places, or events.
Image packs - SERP snippets
#6. Video carousels
Looking for a quick how-to video? You probably found your video through a video carousel.
Example of video carousel
These snippets are a helpful way for searchers to find videos of products, training, or news events.
#7. Site Links
These additional links sometimes appear below the organic search results on Google SERP.
Sitelinks provide direct access to specific sections or pages of a website, making it easier for users to navigate and find related content without having to go to the main website's homepage.
Example of sitelinks
Take the example of StudioSuits, a premium brand specializing in a variety of suits for men, including tweed, wool, and linen suits. StudioSuits gained sitelinks in the SERP by strategically optimizing their product pages.
The result: a better user experience that drives traffic to purchase-friendly pages, increasing conversion rates.
6 tips for using SERP features to increase your online visibility
Here are some ways to increase your chances of gaining SERP features on Google:
Tip - 1. Do keyword research
The first step in using SERP features to increase your online visibility is to conduct keyword research.
What is your goal? Find keywords that are likely to trigger the SERP features you are looking for. You can use tools like Google Keyword Planner, SEMrush, and Ahrefs to help you.
These tools share data-backed information about how often different keywords are searched (keyword volume) and how competitive those keywords are (keyword difficulty).
Once you’ve identified the keywords you want to target, you should dig deeper to understand their usage in search results. This validation process will help you create content that’s optimized for the SERP features you want to rank for, increasing your chances of securing that spot.
For example, if your target keyword is "how to choose the best digital marketing agency", you may see featured snippets often fire for this keyword.
SERP keywords features
If you can create content that answers the question “How to choose the best digital marketing agency?” you will have a high chance of ranking high in featured snippets.
Tip - 2. Create high-quality content that responds to user query
Once you know which Google SERP features your target keyword triggers, it's time to create high-quality content that answers the search query.
Your content should be well-written, informative, and relevant to the searcher's intent. Follow Google's content helpfulness guidelines to help guide your writing process.
There are also a few simple things you can do to help Google choose your page for featured snippets:
Make your content easy to navigate with headings (including H2s, H3s, H4s, etc.)
Add images, GIFs or videos to add meaning to your content
Use numbered or bulleted lists where appropriate
Break your content into smaller pieces
Example of a piece of content that ranks first on Google
Tip - 3. Use structured data markup
This piece of code, commonly known as schema markup, communicates directly with search engines, giving them more informed information about the content of your page.
Structured data enables search engines to produce richer search results, making your website more attractive and informative to users at a glance.
For example, from star ratings to product prices, rich snippets provide a snapshot of your content, attracting more clicks.
Structured data can result in a knowledge panel, a comprehensive information box that appears on the right side of search results.
Knowledge panels are often visible for brands, organizations, and sometimes individuals. The result? A significant increase in brand visibility and credibility.
Structured data also improves user experience by showing breadcrumb trails in search results.
SERP features are eye-catching snippets, reviews, videos, and other content that appear at the top of search engine results pages (SERPs). They can help increase your organic visibility and drive more traffic to your website.
This article will cover SERP features in more detail and provide tips for optimizing your content to increase organic visibility.
What are SERP features?
SERP features (rich results or featured snippets) are special elements that appear above or next to organic search results (those blue links) on a search engine results page.
Research shows that 11% of 5.5 million SERPs have featured snippets australia phone number resource meaning there is a significant opportunity for websites to increase their visibility and traffic by optimizing for SERP features.
Here is a list of important SERP features you should know:
#1. Featured snippets
Featured snippets are short summaries of websites that directly answer users' search queries. They are typically displayed above the organic results at the top of the search engine results page (SERP).
Featured snippets can be text, lists, tables, or images. Here's an example of a text snippet:
Featured Snippet
Websites featured in the snippet position can experience a significant increase in click-through rates (CTR), receiving over 35% of all clicks .
#2. Information panels
These boxes appear in Google Search when you search for entities (people, places, organizations, and things) included in the Google Knowledge Graph.
They are intended to help you get a quick snapshot of information about a topic based on Google's understanding of current content on the web.
Knowledge panels
#3. People also
Most people search Google in question format, and that’s where you can unlock a wealth of information using the People Also Ask Google SERP feature.
This section of the SERP displays questions users have about the same search topic. By understanding exactly what questions users are asking Google, you can create more relevant and useful content for your target audience.
For example, Termly is a leading brand that offers a free terms and conditions generator for small businesses . Termly earned coveted spots in the People Also Ask feature snippet by carefully placing FAQs about their terms and conditions on their product and resource pages.
People also ask - Google search snippet
This strategic move demonstrates their dedication to their users’ needs and helps them drive significant organic traffic.
#4. Local packages
These boxes appear at the top of Google Search results for searches using local search terms.
They typically include Google Business profile details such as the business name, physical location, phone number, website, and customer reviews or ratings.
Local packs - Google maps
Local takeaways can be a great way to find nearby businesses like restaurants, shops, and service providers.
#5. Visual packages
Google and images go together like peanut butter and jelly. Image packs appear at the top of Google search results for searches that are likely to produce images (like cute animals, couches, shoes, etc.).
They often include a carousel of images related to the search query. Image packs can be a useful way to view images of products, places, or events.
Image packs - SERP snippets
#6. Video carousels
Looking for a quick how-to video? You probably found your video through a video carousel.
Example of video carousel
These snippets are a helpful way for searchers to find videos of products, training, or news events.
#7. Site Links
These additional links sometimes appear below the organic search results on Google SERP.
Sitelinks provide direct access to specific sections or pages of a website, making it easier for users to navigate and find related content without having to go to the main website's homepage.
Example of sitelinks
Take the example of StudioSuits, a premium brand specializing in a variety of suits for men, including tweed, wool, and linen suits. StudioSuits gained sitelinks in the SERP by strategically optimizing their product pages.
The result: a better user experience that drives traffic to purchase-friendly pages, increasing conversion rates.
6 tips for using SERP features to increase your online visibility
Here are some ways to increase your chances of gaining SERP features on Google:
Tip - 1. Do keyword research
The first step in using SERP features to increase your online visibility is to conduct keyword research.
What is your goal? Find keywords that are likely to trigger the SERP features you are looking for. You can use tools like Google Keyword Planner, SEMrush, and Ahrefs to help you.
These tools share data-backed information about how often different keywords are searched (keyword volume) and how competitive those keywords are (keyword difficulty).
Once you’ve identified the keywords you want to target, you should dig deeper to understand their usage in search results. This validation process will help you create content that’s optimized for the SERP features you want to rank for, increasing your chances of securing that spot.
For example, if your target keyword is "how to choose the best digital marketing agency", you may see featured snippets often fire for this keyword.
SERP keywords features
If you can create content that answers the question “How to choose the best digital marketing agency?” you will have a high chance of ranking high in featured snippets.
Tip - 2. Create high-quality content that responds to user query
Once you know which Google SERP features your target keyword triggers, it's time to create high-quality content that answers the search query.
Your content should be well-written, informative, and relevant to the searcher's intent. Follow Google's content helpfulness guidelines to help guide your writing process.
There are also a few simple things you can do to help Google choose your page for featured snippets:
Make your content easy to navigate with headings (including H2s, H3s, H4s, etc.)
Add images, GIFs or videos to add meaning to your content
Use numbered or bulleted lists where appropriate
Break your content into smaller pieces
Example of a piece of content that ranks first on Google
Tip - 3. Use structured data markup
This piece of code, commonly known as schema markup, communicates directly with search engines, giving them more informed information about the content of your page.
Structured data enables search engines to produce richer search results, making your website more attractive and informative to users at a glance.
For example, from star ratings to product prices, rich snippets provide a snapshot of your content, attracting more clicks.
Structured data can result in a knowledge panel, a comprehensive information box that appears on the right side of search results.
Knowledge panels are often visible for brands, organizations, and sometimes individuals. The result? A significant increase in brand visibility and credibility.
Structured data also improves user experience by showing breadcrumb trails in search results.