What are Google SERP (Search Engine Results Pages) Features and why are they important for SEO

What are Google SERP (Search Engine Results Pages) Features and why are they important for SEO

For 90% of all internet users the Search Engine of choice is Google.

Google SERP (Search Engine Results Page) features various elements or enhancements that go well beyond the basic organic search results. These features aim to provide users with more diverse and interactive search results information directly on the page.

Here are some common Google SERP features

Google Ads

Sponsored Google Ads which appear on the top and bottom of the search results page.

Shopping Ads (Product Listing Ads)

These are a combination of free and mainly paid product listings with images, prices and links to the product page on a relevant online store. Such ads may appear in the search results for shopping-related queries.


Additional links that appear below the main search result for a website, providing shortcuts to specific pages on a relevant website.

Rich Snippets

These are enhanced search results that show extra details about a website and include additional information, such as star ratings, reviews and other metadata. They aim to make search results more informative and visually appealing.

Featured Snippet

These are concise summaries that appear at the top of the search results, providing direct answers to a user's query. They are often extracted from well-structured content on a relevant web page.

Knowledge Panel

Knowledge panels provide a quick overview of people, places, or things and often include significant dates, a brief overview of the topic and some images. The panel appears at the top right corner of a SERP on desktop and at the top on mobile devices. The source is often Wikipedia.

Images Pack

A collection of images related to the search query. This feature is commonly seen when users search for visual content.

Top Stories

For latest news related queries, Google may display a carousel of top news stories prominent on top of the results page.

People Also Ask

This is a section that provides additional questions related to the user's query. When clicked, these questions expand to show brief answers, creating a dynamic and interactive experience.

Related Searches

At the bottom of the search results page Google also provides users with “related searches” prompting other search queries.

Reviews and Ratings

For businesses and products, Google often displays review ratings directly in the search results.

Local Pack

For location-based searches, Google often displays a map with a list of local businesses related to the query. A local pack usually consists of a map with locations and pins, a 5 star rating scale for each location. The results can contain paid ads.


A horizontal row of videos that appear in the search results. Clicking on a video thumbnail opens a video directly on the search page.

Twitter Carousel

Real-time tweets related to a search query are sometimes displayed in a carousel on the search results page.


The FAQ drop-down lists show up under organic results for queries that ask questions or include “FAQs” directly.

Google Flights Pack

Flight information, including schedules and prices, for travel-related queries.

Hotel Pack

The Hotel Pack displays hotel listings directly in a map pack similar to the Local Pack.

ob Listings

Google can list a table of job postings sourced from career websites such as LinkedIn, or company websites.

Why Are SERP Features Important for SEO?

SERP Features are important because they help users find what they are after easier. Google’s aim is to provide the most relevant answers as quickly as possible. Showing up in these features can definitely boost brand recognition and traffic to your websites.

Some of the benefits of SERP features are:

Increased Visibility

SERP features provide additional opportunities for your content to be seen beyond traditional organic listings. For example if your content appears in featured snippets, local packs, or other SERP features, it gains extra visibility.

Improved Click-Through Rates (CTR)

SERP features, such as featured snippets, can most certainly attract more attention, increase your click-through rates and conversions.

Enhanced User Experience

SERP features contribute to a richer and more interactive user experience. Features like People Also Ask (PAA) and Knowledge Graph provide users with additional relevant information directly on the search results page.

Authority and Trust

Appearing in SERP features like Knowledge Graphs or Local Packs can enhance your brand's authority and trustworthiness in the eyes of users.

Competitive Advantage

Securing a spot in a SERP feature can give you a competitive advantage, especially if your competitors are not optimising for those features.

Local Business Exposure

For businesses, Local Packs and Map results are critical for local SEO. Appearing in these features can significantly impact the visibility of your business to local customers.

Answering User Queries Quickly

Featured snippets for example aim to provide quick answers to user queries. By optimising your content for these snippets, you align with the intent of users who seek immediate and concise information.


Google regularly updates and introduces new features to enhance the users search experience.

These features provide a variety of options for finding information and contributing to a more dynamic and engaging search environment.

SERP features are an integral part of a comprehensive SEO strategy and help to increase traffic to websites.