Guide to Understanding Google SERP Features in 2021

February 19, 2021 | Categorised in: Blog

The structure, layout and content of Google’s results page change depending on the search query. Google determines the features that best present information to the user based on the type of query and the information generated.

It’s difficult to put an exact number on the SERP features Google employs because they’re continuously updated, and only specific keywords and results can activate some of them. Although there are hundreds of unique SERP features on Google, most search results use only between eight and 12 features. Let’s look at the most basic and advanced SERP features that you’ll likely find on every results page and what these mean in terms of SEO.

Basic SERP features

The basic Google SERP features include the paid and organic result lists. Ads are usually the first results on most search pages, but they may also be at the bottom of the page, depending on the search query. Some queries do not generate ad results at all.

Advanced SERP features

Advanced SERP features display information that would otherwise not fit into the main search results categories. These features also have a lot of SEO significance due to their high click-through rate – sometimes even higher than organic results.

Featured Snippets

Featured snippets are small bits of information extracted from a target page to briefly and directly answer a user’s question. These are also commonly known as ‘answer boxes’ or ‘position zero’. They may contain text, tables, lists or even images.

Featured Snippets are typically placed on top of organic results and have a higher CTR than high-ranking organic results. Structure your content to answer relevant questions to get Featured Snippets for your site.

Knowledge Panel

The Knowledge Panel or Knowledge Card is an information box that appears on the top-right side of the results page following a query on the Knowledge Graph. This is Google’s way of comprehensively answering questions by modelling a knowledge domain from interlinked data.

Information on the Knowledge Card is drawn from human-edited data sources, such as Wikipedia. This feature is out of reach for most sites as an SEO tool.

Local Pack

The Local Pack appears on the result page of every query that Google determines has local intent. If you search the term ‘Hotel’, Google will show results for hotels near your location using this feature. It shows a map, directions, and listings for local businesses.

Optimise your content for geographical search and claim your Google My Business Page to get featured in the Local Pack.

Videos

Video results appear as thumbnails on the ‘View all’ and ‘Videos’ search results pages. Google pulls the videos mostly from YouTube and other sources such as Vevo, Dailymotion and Vimeo. Video results only appear for specific keywords. However, you can optimise your meta description and media tags to increase your videos’ visibility on SERPs.

People Also Search For

This feature is in many ways similar to ‘Searches related to’ and ‘People also ask’. It appears at the bottom of the results page and shows links to people, businesses, events, products or services related to the original search query.

This feature only brings SEO value to well-established brands within particular niches.

Reviews

Google reviews usually appear between the page URL and page description in some products, services, and business results. A review is an average of the total rating or votes. Naturally, more positive reviews result in a higher CTR.

Encourage site visitors to leave positive reviews on your site and enable a schema mark-up for all pages containing reviews, testimonials and other customer feedback.

Shopping Results

These are Product Listing Ads similar to AdWords, except that they give more detailed product descriptions, including images, store or outlet, prices, ratings and discounts. They are ideal for direct-to-consumer selling campaigns.

Google’s search results page keeps evolving. Some old features get discarded while others gain more SEO prominence. Track these changes to understand the world’s largest SEO playing field at all times.

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AMIRE has been providing Telstra Media with SEO Services since the beginning of October 2013 and whilst still relatively new they have provided exceptional service and insight for the business thus far.

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Grant Hilton | Search Producer
Digital Media and Content Services
Telstra Media Group

AAMI

I have known Sean and Amye from the days when ‘search’ was in its infancy in Australia. At the time my team and I were intent on establishing the online business for AAMI. We recognised early on how important search would be to help position AAMI on customer shopping lists for their insurance needs and as a cost effective marketing tool. Seam and Amye continue to impress me with the depth and breadth of knowledge they have with the search industry. Their technical knowledge is extensive and that helps remove the guesswork and makes decisions easier and more precise.

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David Jones
Former E-Business Manager
AAMI

Suncorp Group

Amye consulted on Suncorp Commercial Insurance for a number of years in optimising our business for search. In that period, Suncorp’s dominance in search helped the business receive an unprecedented number of lead opportunities, driving further investment and support of the online channel.

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Darren Abood
Senior Leader – Websites
Digital Distribution | Commercial Insurance
Suncorp Group

General Pants

As our consulting SEO Director, Amye showed an unwavering dedication to delivering the best search results within a sometimes challenging technical infrastructure. Her depth of knowledge and awareness of industry advances were exemplary, and always considered within the context of our search brief.

Amye’s friendly and relaxed professional approach ensures team members of every level have a good understanding of search objectives; this ultimately creates both a commercially successful and enjoyable partnership.

Michael Laxton
Head of Online & CRM
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Virgin Money

During my spell at Virgin Money Australia, Sean was the SEO expert from 24/7 Real Media, and proved to be deeply knowledgeable and of great service. I would recommend Sean as an SEO specialist for being extremely approachable, cheerful, professional and provided invaluable advice on improving the company site in natural search, combined with other paid search activity.

Peter Davis
Web Experience Manager
Virgin Money

Bigpond

The principals of Amire, Sean and Amye are well known within the search optimisation industry. I have worked directly with them for several years and they have always followed ethical practices in delivering great results. The quality of their work and trust worthiness is first rate. I always felt like my business was important and the best people were working on my account.

Dale Cohen
General Manager
BigPond Network | Telstra Digital Media & IPTV – Pay TV

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Guide to Understanding Google SERP Features in 2021

Basic SERP features