SERP (Search Engine Results Page) features are the additional types of results you might find at the top of your search results, including “People also ask”, featured snippets and images, as seen below.
These features provide what it considers highly-relevant information quickly and efficiently without a user needing to click through to a website. Understanding SERP features and optimizing for them can help to enhance a website’s visibility, drive organic traffic, and increase overall authority.
Why SERP Features Matter for Local SEO
They offer quick answers to user questions, enhancing the search experience. When your website’s content appears at the top of the results, it naturally captures attention and can result in higher click-through rates. A well-optimized website that ranks in these sections has the opportunity to leapfrog competitors, even if it doesn’t hold the traditional #1 organic position for a given search term.
Types of SERP Features and Their SEO Value
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Featured Snippets
Often referred to as “position zero,” Featured Snippets display an excerpt of content that directly answers a user’s question. Common formats include paragraphs, lists, and tables. Optimizing for these snippets involves structuring content to answer questions directly and concisely, often with clear headings, bullet points, or numbered lists. Featured Snippets can drive significant traffic and help establish your website as an authority on that topic.
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Local Packs
Local Packs appear when users search for services near their location (e.g., “roofing company near me”). Critical checklist items to optimize for Local Packs would be creating and optimizing a Google Business Profile, managing local citations (see our help article on Listings Management here), gathering reviews from your clients, and using location-specific keywords on your website. For service-based or local businesses, Local Packs can be invaluable for driving nearby, high-intent traffic.
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Knowledge Panels
Knowledge Panels display a summary of information often sourced from sites like Wikipedia or Google’s Knowledge Graph. While creating a Knowledge Panel directly is not possible, SEO strategies can increase the chances by building a strong online presence, getting featured on authoritative sites, and having a well-structured website to help search engines understand your brand and your content.
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People Also Ask (PAA)
PAA boxes show a list of questions related to the user’s query, each with a dropdown answer. By targeting these commonly asked questions in content (and using header tags and concise answers), websites can increase their chances of appearing in PAA boxes, potentially driving further organic traffic.
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Image and Video Packs
Image and Video Packs appear for visually rich search terms, and optimizing for them can enhance engagement. High-quality images with descriptive file names, alt text, and optimized captions are essential for Image Packs, while properly tagged and hosted videos (often on YouTube) are essential for Video Packs.
Optimizing for SERP Features
To rank in SERP features, your SEO strategy should include a well-structured site, concise and informative content, strong keyword research, and attention to technical SEO aspects like page speed and mobile optimization. Answering questions concisely within your content and optimizing for specific user intents also helps, as it aligns with the type of information search engines pull for Featured Snippets and PAA boxes.
The Future of SERP Features and SEO
SERP features are always expanding, especially with AI advancements, which means search engines are increasingly capable of delivering rich, contextual results that anticipate user needs. SERP features represent an essential part of modern SEO, providing the opportunity to enhance a website’s reach, traffic, and authority by going beyond the basic search results.
What about AI summaries?
For businesses looking to stay ahead in the evolving search landscape, AI summaries are quickly becoming a critical component of online visibility. While they aren’t classified as traditional SERP features, their impact on search behaviour and local SEO strategies is undeniable.
To dive deeper into what AI summaries are and how to optimize for them, read our full guide on AI summaries and local SEO.
Want to learn more about achieving success with a local SEO strategy for your business? Speak to a OneLocal marketing expert. Book a demo or speak to your OneLocal representative today.
