Search Engine Result Pages (SERPs) have transformed significantly over the years. What once featured only basic links now includes rich SERP features like featured snippets, local packs, images, videos, and FAQs. For any digital marketing agency or SEO specialist, understanding how to appear in these enhanced listings is key to improving visibility and capturing more clicks.
SERP features go beyond traditional organic results and often appear more prominently, drawing greater attention. These features can dramatically improve click-through rates, boost traffic, and increase conversions—making them essential to any SEO strategy.
What Are SERP Features?
SERP features are visual enhancements or alternative formats of search results on Google. These include elements like featured snippets, local packs, knowledge panels, image packs, “people also ask” boxes, reviews, and video carousels. Optimising for these features means better positioning, even if you’re not ranking first in traditional organic results.
How to Optimise for Top SERP Features
Featured Snippets
Featured snippets appear at the top of the results page and offer direct answers to search queries. To target this space, create clear and concise responses to common questions in your content. Use headers, bullet points, and formatting to improve readability. A digital marketing agency may structure content strategically using schema markup to help Google understand your answers.
Local Packs
Local packs display nearby businesses alongside maps and reviews. If you’re a marketing agency near me or a healthcare provider, being listed here can drive immediate traffic. To optimise, claim your Google Business Profile, use consistent NAP (name, address, phone) details, and encourage local reviews. A ppc agency may also use local extensions in paid ads to reinforce this presence.
Image Packs
Image carousels appear for searches where visual information is useful. To show up here, use high-quality, relevant images, compress for fast loading, and include keyword-optimised file names and alt text. A branding agency or influencer marketing agency might use lifestyle photography to help clients rank in image search.
People Also Ask (PAA)
PAA boxes offer related questions that users might also be interested in. To appear here, structure your content around frequently asked questions, use H2 or H3 headers, and provide direct, valuable answers. A social media marketing agency might include a detailed FAQ in blog posts or landing pages to increase the likelihood of being featured.
Video Results
Videos often appear in SERPs, especially for how-to content or product demonstrations. To optimise, upload videos to YouTube with keyword-optimised titles, descriptions, and tags. Include transcripts and apply video schema. A digital marketing agency can support this by incorporating video into content strategy and embedding it on optimised landing pages.
Reviews and Ratings
Star ratings and review counts help users decide which link to click. Encourage satisfied customers to leave reviews, especially on Google and relevant platforms. Implement schema markup so Google can read and display your ratings in SERPs. An advertising agency might highlight top-rated products in both organic listings and paid ads.
Stay Ahead of Algorithm Changes
Google is always evolving its SERP layout and ranking signals. To remain competitive, keep monitoring your rankings, test new strategies, and adjust based on changes in how search results are displayed. Success is not just about being on page one, but about owning the most attention-grabbing positions on that page.
Optimising for SERP features is one of the most effective ways to improve your brand’s search visibility and connect with customers in more engaging formats. With a focused approach and ongoing refinement, you can position your business for greater traffic, higher trust, and better results.
Looking to improve your SEO and dominate valuable SERP features? Book a call with bluedot, a digital marketing agency helping businesses boost visibility through search optimisation, content strategy, and technical SEO.
