Marketers looking to increase their brand’s visibility should consider how Google crawls their websites. They have to think beyond the product and consider how prospects find it – and the solution lies with the proper understanding SEO and SERP Features.
since 97% With people finding more information about a local company online than anywhere else, marketers must make sure potential customers can easily find them — and Google has the features to help you do just that. In this post, we will discuss how SERP features can help and the most important ones to take advantage of.
What is a SERP feature?
A SERP feature is an additional element on a search engine results page that goes beyond a blue link and meta description. The algorithm generates them to better meet user search queries and serve different purposes.
These features appear on search engines like Google and provide a more unique and easy-to-interpret search result than a typical list of your website links. and depends on buyer persona you’re trying to reach, your business can take advantage of Google’s features to help you attract more traffic to your website.
Most Important SERP Features
- featured snippets
- image pack
- knowledge panel
- local packs
- ‘People also ask’ boxes
- rich snippets
- top and bottom ads
- top stories
- twitter card
1. Featured Snippets
best for: Quickly providing the most useful steps or phrases for a search query.
Featured snippets are boxes that appear as the “first” search result before the actual organic results, or what many people call “position zero.”
Google will take the most relevant piece of text from a domain and place it above the link, typically with a featured image rendered alongside. It provides a more concise answer to a search query without clicking through.
2. Image Pack
best for: Providing visual search results, such as images or GIFs, without going to Google Images.
Image packs are search results that provide a range of images or GIFs for a more comprehensive search query.
Businesses can earn a spot in image packs by designing creative graphics or original photos with descriptive alt text to better match relevant search queries. Alt text is a major factor in determining whether or not your image or video appears in the SERPs and by how much, so be descriptive with your photos or collateral.
3. Knowledge Panel
best for: Giving concise information on a topic based on Google’s understanding without going too far into details.
Knowledge panels are boxes of information that typically appear on the right side of traditional search results in Google. They typically display information about a person, place, business, or other entity, along with relevant background information.
A business may benefit from publishing information on its “About Us” page on its website. Include details such as CEO, location and contact information, for Google to index and display relevant data for better visibility.
4. Local Pack
best for: Local businesses to target nearby prospects in Google Maps.
Local Packs is a SERP feature that highlights information about physical locations, usually combined with the Google Maps Interactive Platform.
Local packs are extremely useful for small or brick-and-mortar businesses. by providing a complete, indexable address and possibly good customer reviewsYou are more likely to get highlighted in this section.
5. “People Also Ask” Boxes
best for: Quickly answering questions related to the user’s original search query.
Unlike other SERP features, “people also asking” (PAA) suggestions appear after one or two organic search results to provide additional or adjacent information. They serve as quick FAQ sections and can be expanded upon click.
If your website answers a broad question your target audience is looking for, try including additional information in your own FAQ section, or in any articles or posts you publish.
6. Rich Snippets
best for: Provide enhanced results in an effort to provide more engaging and useful information.
Rich snippets are self-explanatory – they provide richer information than a typical meta description in SERPs.
It can efficiently display out of stock product inventory and product review ratings without having to scroll through your entire catalog. It can also help them find exactly what they’re looking for at the start of their search.
best for: Find shortcuts to save users time and help them navigate the site domain faster.
Sitelinks is a SERP feature that displays multiple links from the same domain or home page of a business. By clearly defining where users can find the categorical information they’re looking for, you can improve your chance to score this snippet and provide better information user experience,
8. Ads above and below
best for: Reach target markets based on search queries that align with a service or product.
There is an inorganic way to get visibility through top and bottom advertising businesses google ads,
These ads pop up at the bottom of page results before the first organic search results and before you go to page two. Businesses pay to run advertising campaigns targeting specific demographics and keywords to fit their niche.
9. Top Stories
best for: Sharing global, local, or specific news topics.
Top Stories is a SERP feature that highlights trending or most recent news or headlines from various sources. They display linked headlines for users to navigate directly to the news story.
for businesses that strive to be industry thought leadersPosting the latest news or hot topics on a dedicated blog, podcast, or video network can be a great way to capture the attention of an invested audience in that market.
Pro Tip: Be sure to use good judgment and provide information based on facts. It is better to report something based on data and respect than to issue incorrect information and possibly biased statements.
10. Twitter Cards
best for: Sharing popular or trending quotes, images, videos or tweets from the Twitter platform.
Twitter Cards are just that – a carousel of popular or trending Tweets. It can be either focused on a specific topic or on an account basis.
In social media strategy planIt is essential to take advantage of different channels, especially those where your target audience spends the most time. Businesses can chime in on what’s going on and even join the discussion meme marketing For a chance to gain retweets and followers.
11. Video Carousel
best for: Showcasing video content that can improve conversions or sales.
Video carousels are an array of relevant Youtube video search results, often optimized with segmented parts.
Businesses can share “how-to” videos about their products or services and provide customers with solutions to problems that may not warrant a call to customer support. This can include instructional guides, demonstrations of multipurpose features, or providing tips and best practices to make their experience with your business more enjoyable.
Use SERP Features to Your Advantage
Optimizing how your business uses Google can go a long way in getting your brand the visibility it needs. If you’re trying to take advantage of any of the SERP features we’ve shared, I recommend using Knowledge Packs, Local Packs, Rich Snippets, and focused top and bottom ads to position yourself better than the competition. Will give advice