Explain: What are SERP features and why do they matter?

If you’ve ever Googled something, you’ve probably noticed that the search results don’t just show a simple list of links anymore. Instead, there are all kinds of extras like boxes with answers, maps, images, and videos. These are called SERP features, and they’ve quickly become a big deal for anyone with a website or business trying to get noticed online.

But what exactly are SERP features, and why should you care? Let’s break it down and see how they can help you get more visitors to your site and even build trust with your audience.

What are SERP features?

SERP features are those extra bits of information that show up in Google’s search results beyond the usual list of blue links. They’re designed to help users find what they’re looking for faster and more easily. These features include things like quick answers to questions, maps showing local businesses, image galleries, and even short videos. Google adds these features to make your search experience smoother by giving you the info you need without having to click through multiple links.

Some of the most common SERP features include the Featured Snippet, which is a box that gives a quick answer to your question right at the top of the page. Another is the Local Pack, which shows a map with local businesses related to your search. You’ll also see People Also Ask, which are related questions that you can click on to reveal more answers, and Knowledge Panels, which summarise key facts about people, places, or topics.

Why do SERP features matter?

SERP features are important because they help businesses and websites stand out. When your website is featured in one of these spots, it’s like getting a VIP ticket to the front of the line. Your content is highlighted in a way that grabs people's attention, making it much more likely that they’ll click on your site.

For example, when your website is chosen for a Featured Snippet, you’re essentially getting prime real estate at the very top of the search results, even if you’re not technically in the number one spot. This can lead to a lot more clicks and traffic coming your way. Plus, when Google features your content, it adds an extra layer of credibility, which helps build trust with your audience. People tend to believe that if Google is showcasing your site, your information must be reliable.

The impact on traffic and visibility

SERP features don’t just make your site more visible—they also drive more traffic. Let’s say your business appears in the Local Pack when someone searches for a product or service you offer in their area. That person is much more likely to click on your business and even visit your location. This extra visibility gives you an edge over competitors who might not be featured in these spots, even if they rank well in the traditional search results.

If your site isn’t showing up in these SERP features, you might find it harder to get clicks, even if you’re ranking highly. People are often drawn to these eye-catching elements first, so missing out on them can mean less traffic for your site.

Building trust with your audience

When Google highlights your content in a SERP feature like a Knowledge Panel or Featured Snippet, it’s a bit like receiving a seal of approval. This signals to users that your information is trustworthy and authoritative. For businesses, this is a huge win because trust is often the first step towards turning a visitor into a customer.

Let’s say someone searches for your business and sees a Knowledge Panel with all the key information about your company, like your address, phone number, and reviews. Not only do they find what they need quickly, but they also get a sense of confidence in your business because it’s being showcased by Google.

How to get your website featured

So how can you get your website into one of these coveted SERP features? It all starts with creating clear, helpful content and making sure your website is optimised for search engines. Let's say you want to be in a Featured Snippet, focus on answering common questions that people are searching for. The key is to be concise and provide a direct answer, usually in a short paragraph or list. Google likes to pull these kinds of answers into snippets because they’re quick and easy for users to digest.

If you’re aiming to show up in the Local Pack, it’s important to have your Google Business Profile fully set up with accurate information, like your business hours, phone number, and location. Positive customer reviews can also boost your chances of appearing in local search results, so encourage your happy customers to leave feedback.

For People Also Ask and similar features, make sure your content is structured around answering specific questions that are commonly searched for. Use simple headings that reflect these questions so Google can easily recognise that your page is a good match.

The rise of AI Overviews

Recently, Google introduced a new feature called AI Overviews, where artificial intelligence creates a quick summary of information from various sources. While still experimental, these summaries are designed to give users an even faster answer to their questions. It’s a new tool in Google’s toolbox, and we’re still figuring out how it will affect traffic to websites, but it’s an interesting development to keep an eye on.

SERP features are a powerful way to increase your visibility online. They help your business stand out, bring in more traffic, and build trust with your audience. Whether you’re aiming for a Featured Snippet, a spot in the Local Pack, or one of the new AI Overviews, getting your content featured in these spots can make a big difference in how many people visit your site. Keep optimising your content for these features, and you’ll be well on your way to winning more visibility and clicks in the search results.