SERP Features
Special result formats in search listings beyond standard blue links, including featured snippets, knowledge panels, and local packs.
Definition
SERP features are enhanced search result elements that provide information directly on the results page. These include featured snippets, knowledge panels, local packs, image carousels, video results, People Also Ask boxes, and shopping results.
SERP features change how users interact with search. They can drive clicks to optimized content or provide answers without requiring clicks at all—both scenarios requiring different optimization strategies.
Why It Matters
SERP features dominate above-the-fold real estate on most searches. Traditional ranking positions matter less when featured snippets and other elements capture attention first.
Understanding which SERP features appear for target keywords shapes content strategy. Different features require different optimization approaches—FAQ content for PAA, concise definitions for snippets, local SEO for local packs.
Examples in Practice
A how-to article is restructured to target featured snippets, earning position zero and 2x the click-through rate despite ranking below competitors.
A local business optimizes for the local pack and sees phone calls increase 50% from appearing in the map results.
A product page earns rich results with star ratings and pricing, standing out visually from competitors' plain listings.