SERP Features: Why They Are Important
In the last blog post, we introduced the basics of search engine results pages (SERP). But there are more aspects of SERPs, like SERP features, that are also important to consider.
What are SERP features?
SERP features are shortcuts to information, and they include sections in Google like featured snippets, local packs, knowledge panels, and video carousels.
In other words, SERP features are any features besides the typical blue links that Google displays.
Our marketing experts at Creative Coco’Nuts can help you optimize your website content so that Google displays your content in SERP features.
Why are SERP features important?
It’s very uncommon to have a search result without SERP features. Almost every Google search brings up at least one SERP feature.
SERP features are located at the top of SERPs, and they are the first thing users see after entering a query into Google.
This means that SERP rankings aren’t the only thing your business should be concerned about. Having your content displayed in SERP features is a huge advantage since it increases your visibility and makes your content more accessible to users.
Our team can help you take your digital content to the next level so that it is displayed in SERP features.
Types of SERP features
Featured snippets
Featured snippets is a function on Google that displays helpful answers to a user’s query and a link to the websites that provide these answers.
Getting your website content to appear in these featured snippets is a great way to boost your SERP ranking.
But how do you get your website to appear in the featured snippets section?
Start by increasing your content marketing. Blogs, social media posts, and videos are all likely to be featured in this section, and if you have a high volume of quality content, your website it more likely to appear as a featured snippet.
Make sure that your content answers more than one question. That way, there is a higher chance your content could be featured for more user queries.
And don’t forget to check out the competition. Enter a search query into Google, see which websites are currently featured, and note differences and similarities between the featured snippet content and your website content. What can you do differently?
Local packs
These are the results that show up with a map. Google selects three results that it considers to be local (flower shops, BBQ restaurants, pet groomers, etc.) and gives them prime SERP space.
These SERP features rely on good reviews and an optimized Google My Business profile to rank in the top three results. It’s more about positive customer feedback than SEO.
These local packs can have a serious impact on customer engagement. In fact, 60% of smartphone users have contacted a business based on a local pack.
If your business serves customers locally, it’s well worth spending the time to update your Google My Business profile and encourage your customers to leave positive online reviews. That way, your business will be featured in local packs.
Video carousels
This SERP feature is a set of video results that users can click through. There are usually about 10 videos in total.
While videos only rarely show up in SERPs, they do take up lots of valuable SERP space, which makes them hard to ignore.
If your organization already has video content, it would beneficial to post it online and include keywords in the title so that your video shows up as a video result when users use those keywords in a Google search.
Sitelinks
This SERP feature lists the page headings of a website under the blue website link.
These headings are linked to specific pages or sections in the website, which makes it very easy for users to find the information they are looking for.
Having your website featured at the top of a SERP with sitelinks can drastically improve your web traffic. Google presents your users with an easy-to-use site map of your website, right from the start. This means faster searches and more clicks.
Knowledge panels
Knowledge panels provide users with more in depth information about the topic they searched for. This SERP feature is usually about a high-profile figure, company or event.
It usually sits at the top right-hand corner and features facts and short descriptions about the person, company or event. Sometimes links to sources are provided within the knowledge panel.
While this usually isn’t used to promote a business, Google will feature your information in a knowledge panel, if your business becomes high profile enough.
