Complete Visual Guide to Google SERP Features in 2022: What Keywords to Use and How to Get Featured
Complete Visual Guide to Google SERP Features in 2022: What Keywords to Use and How to Get Featured
Initially, Google SERPs displayed a list of the 10 most relevant pages only. Trying to provide the user with the required info as fast as possible and in the fewest clicks, Google adds more and more SERP features of different shapes and sizes.
Site owners should track and analyze the updates and adapt their marketing strategies according to these changes. We gathered almost all SERP elements available now into a clickable infographic. In this article, we will tell you about:
- a detailed description of the Google SERP features;
- examples of keywords for which this feature is displayed;
- SERP features examples;
- ways on how to be featured there.
Here you can see examples of Google search results snippets and our research on snippets of the Answer box group. We took 58,848,619 keywords from our US Google and chose phrases found with a quick Google answer, then divided them into categories.
For you, we added expert comments on the importance of featured snippets so that you clarify their benefits. And to summarize, we created an infographic with step-by-step instructions.
For you, we added expert comments on the importance of featured snippets so that you clarify their benefits. And to summarize, we created an infographic with step-by-step instructions.
Contents
SERP Featured Snippets: Why do we need them?
1. Answer box
2. Carousel results
3. Large carousel
4. Right/Top/Bottom paid blocks
5. Side/Bottom shopping blocks
6. Featured snippet
7. Route map
8. Local pack
9. Related questions, people also ask
10. Top stories for query
11. Images for request
12. Related queries
13. Knowledge graph
14. Knowledge graph with a map
15. Disease
16. See results about
17. Recipe block
18. Numbered list
Experts' feedback
Tip for featured snippets
Infographic: How to get to featured snippets in SERP?
FAQ. Common questions about SERP features
1. Answer box
2. Carousel results
3. Large carousel
4. Right/Top/Bottom paid blocks
5. Side/Bottom shopping blocks
6. Featured snippet
7. Route map
8. Local pack
9. Related questions, people also ask
10. Top stories for query
11. Images for request
12. Related queries
13. Knowledge graph
14. Knowledge graph with a map
15. Disease
16. See results about
17. Recipe block
18. Numbered list
Experts' feedback
Tip for featured snippets
Infographic: How to get to featured snippets in SERP?
FAQ. Common questions about SERP features
Today’s article will be supplemented by the comments of the following experts from our Twitter Chat:
SERP Featured Snippets: Why do we need them?
SERP featured snippets — are separate blocks (for example, maps or videos) and different SERP features icons (AMP lightning or Google rating stars). All of them affect CTR and traffic, so it is essential to engage in their implementation on the page.
For some sites, it is enough to structure the content, and Google itself will display them in the form of a featured snippet. But there are more complex methods. All of them are described in the Google manual, following which you will independently create any snippet.
For some sites, it is enough to structure the content, and Google itself will display them in the form of a featured snippet. But there are more complex methods. All of them are described in the Google manual, following which you will independently create any snippet.
1. Answer box
Google's Answer Box — is a SERP feature, usually displayed in a light-gray box above the organic results, and tries to answer a question directly.
For example, if you enter "author 1984" into Google's search bar, we get a quick answer:
For example, if you enter "author 1984" into Google's search bar, we get a quick answer:
Most of the blocks contain not only text but also images, videos, and graphics. They provide a relatively short answer from the Google Knowledge Graph and may also include a link to more information from the source site. This article is focused on quick answers without links because they are more diverse.
As mentioned above, we took 58,848,619 keywords from our Google USA database, chose phrases found with a quick Google answer, and then divided them into categories.
It turned out such distribution by percentage:
As mentioned above, we took 58,848,619 keywords from our Google USA database, chose phrases found with a quick Google answer, and then divided them into categories.
It turned out such distribution by percentage:
Google launched the Answer Box feature to immediately provide the searchers with brief and accurate answers to their questions without leaving the search engine results page.
This feature has many versions: from one sentence answer on the gray background to the detailed and colorful block with pictures and other bright visual elements. You'll see the answer box while searching for quick-answer questions like what's the time now, how to say something in another language, how many calories are in an apple etc.
Don't confuse the Answer Box with the Featured snippet. The info for the Answer Box is parsed from Google's knowledge database, so there will be no link there. And Featured snippet is formed by the best answer from SERP with a link to the winner's website.
If the searcher disagrees with the info Google provides, the special Feedback button is placed under the Answer box.
This feature has many versions: from one sentence answer on the gray background to the detailed and colorful block with pictures and other bright visual elements. You'll see the answer box while searching for quick-answer questions like what's the time now, how to say something in another language, how many calories are in an apple etc.
Don't confuse the Answer Box with the Featured snippet. The info for the Answer Box is parsed from Google's knowledge database, so there will be no link there. And Featured snippet is formed by the best answer from SERP with a link to the winner's website.
If the searcher disagrees with the info Google provides, the special Feedback button is placed under the Answer box.
Examples of keywords:
- University of California acceptance rate;
- How old is Clinton;
- Time it in Tokyo;
- Earthquake California;
- USD to GBP;
- Color picker;
- London Berlin flights;
- Archaic;
- Phantom;
- Lbs to kg calculator;
- Calories in watermelon;
- Lakers scores schedule;
- Euro 2018;
- Microsoft stock price.
Examples of answer boxes:
Sports
Translate
Weather
Dictionary
Population
Route map
Unit converter
Flights
Date and time
Energy value of products
Exchange quotes
Graph
Earthquake
Event date
Featured snippet
Color codes
Online calculator
Currency conversion
I like the variety of content formats and features on Google. Sometimes there are multiple types of search intent, and some folks prefer video or images to text.
However, it could be more relevant sometimes :)
However, it could be more relevant sometimes :)
To be honest, I think that Google SERPs are getting too crowded when it comes to E-commerce. When I look at the SERP of consumer goods, everything is full of pictures, and advertisements. It confuses me sometimes :(
My teammate once said he would remove paid ads at all.
He considers this a cheating option for occupying the SERP — 30% of users don't understand the difference between organic results and ads. And I can agree!
My teammate once said he would remove paid ads at all.
He considers this a cheating option for occupying the SERP — 30% of users don't understand the difference between organic results and ads. And I can agree!
We investigated 58,848,619 keywords and found out which domains are leading in the issue of answer blocks.
Percentage statistics:
How to get to the Google's Answer Box?
Google uses its own knowledge base to form the answers at the Answer Box block, and no link is added. That's why there are no chances to get there.
However, you can still profit from this block. Create a list of keywords within your niche for which the Answer Box is displayed and never use them, as the Answer Box highly decreases the CTR of organic results.
However, you can still profit from this block. Create a list of keywords within your niche for which the Answer Box is displayed and never use them, as the Answer Box highly decreases the CTR of organic results.
Most often, I look for some information, and then it's very convenient for me to see it right away in the Answer Box. Sometimes, I even follow the link.
I also often look for establishments and offline shops. Local Map Pack helps out here.
I also often look for establishments and offline shops. Local Map Pack helps out here.
2. Carousel results
Google shows carousel results when it believes a person is searching for a selection of options. Before February 2017, Google used to show this element only in response to informational queries like "best comedies 2017" or "places to visit in London."
But now it's shown for commercial ones as well — usually for those search queries starting with "best" or "top." After clicking on any of the carousel options, Google takes you to a new search engine results page, where both the carousel and results for the option you chose are displayed.
But now it's shown for commercial ones as well — usually for those search queries starting with "best" or "top." After clicking on any of the carousel options, Google takes you to a new search engine results page, where both the carousel and results for the option you chose are displayed.
Examples of keywords:
- Star Wars actors;
- Real Madrid team;
- New York list of tallest buildings;
- Dogs breeds;
- Best backup software;
- IOS best game.
How to get to the Carousel results?
When the carousel is also shown for commercial queries, it's quite profitable for businesses to be displayed as one of the best something. We assume that the carousel is formed based on the HV brand keywords, so to get there you need to boost your branded search traffic.
3. Large carousel
The table carousel is also shown to people looking for multiple options, but unlike the previous carousel type, this one is shown in response to informational queries only. The table carousel displays more options for one slide and is bigger than the listing one.
Examples of keywords:
- Beatles all songs;
- Wagner's compositions;
- Paris interesting places;
- Events at Foxwoods.
How to get to the Large carousel?
You can't. If you're a popular musician, your songs may get there :D
Would you like to learn how to collect a complete keyword list using Serpstat?
Serpstat Keyword Research tools are great solutions for you.
The service shows similar keywords based on the similarity of the top-20 of their search results, for which there are at least two pages at the top as in the analyzed keyword. For example:
- "Related Keywords" report represents all search queries that are semantically related to the searched keyword. This is where you can check and use new variations of the queries.
- "Search Suggestions" report shows the queries offered to users under the search bar.
Click the button below, sign up for a free 7-day trial, test it for yourself!
4. Right/Top/Bottom paid blocks
Top paid block
Google Ads are shown in response to search queries, and PPC experts launch contextual advertisements. Ad blocks are currently displayed either above or below the organic search results. Google shows from 1 to 4 ads for one block, thus the maximum number of ads for the top-10 is 8 (4 for upper and 4 for lower blocks).
Google has recently redesigned Google Ads to look more like organic search results, so it's just a matter of time before it's impossible to separate organic results from paid ones.
Google has recently redesigned Google Ads to look more like organic search results, so it's just a matter of time before it's impossible to separate organic results from paid ones.
Examples of keywords:
- Buy a bicycle;
- Tickets for Barcelona vs Juventus;
- Car rental;
- Flowers;
- Rent a flat in London.
How to get to the Top Paid block?
Hire a PPC expert and ask him to launch a Google Ads campaign. The main difference between the upper and lower ad blocks is CTR. The higher your ad is, the more clicks you get.
The top-3 ad results get the most clicks. Google sorts the ads based on quality score (1-10) — an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.
The top-3 ad results get the most clicks. Google sorts the ads based on quality score (1-10) — an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.
Bottom paid block
Bottom paid block — is another type of paid block. It's the same as the previous one but has a different location in SERP.
Ad position is your ad's order in the auction results compared to other ads. For example, an ad position of "1" means an ad was the first ad shown, with no other ads ahead of it. An ad position of "2" was the second ad shown, and so on.
The ad auction is how Google decides which ads to show and how they're positioned.
Ad position is your ad's order in the auction results compared to other ads. For example, an ad position of "1" means an ad was the first ad shown, with no other ads ahead of it. An ad position of "2" was the second ad shown, and so on.
The ad auction is how Google decides which ads to show and how they're positioned.
Examples of keywords:
- Buy a phone;
- Order a ticket;
- Best coffee machine.
Right paid block
Right paid block — is another type of paid blocks. It's the same as the previous ones but has a different location in SERP.
Examples of keywords:
- Apartment for a weekend;
- Flowers for a garden;
- Best Nike shoes;
- Cheap hostel in NY.
5. Side/Bottom shopping blocks
Top shopping block
Shopping Block is a Google service that allows users to search for products on internet sites and compare prices. Such a special element is displayed in response to requests containing commercial intent and can usually be displayed:
- over the results of search results by a block of goods;
- in the side part of search results by a block of goods;
- in the side section with information about one item.
Examples of keywords:
- Oven;
- Wardrobe;
- Violin.
Side shopping block
This block of purchases is no different from the previous one, only the location in the search results. What determines the location and what to do to make the ad appear above the SERP? Read the Google instructions.
Examples of keywords:
- Galaxy phone;
- Laptop;
- Child bicycle.
6. Featured snippet
Suppose you enter a simple question into the search box. In that case, Google most likely shows you a Featured snippet — a summary of information related to your query (it's not constantly texting content, it could be some video from YouTube).
Unlike the answer box, the info shown in the Featured snippet is taken from one of Google's top-10 search results. Google determines which site presents the most relevant content. Moreover, it's not always the first one; it could be any of the top 10. Besides the brief answer to the question query, the Title, image, and link to the URL this answer is parsed from are also displayed.
This is the only SERP feature mentioned in this post that is not an addition to common organic search results, but is a part of it — one of Google's top 10.
Unlike the answer box, the info shown in the Featured snippet is taken from one of Google's top-10 search results. Google determines which site presents the most relevant content. Moreover, it's not always the first one; it could be any of the top 10. Besides the brief answer to the question query, the Title, image, and link to the URL this answer is parsed from are also displayed.
This is the only SERP feature mentioned in this post that is not an addition to common organic search results, but is a part of it — one of Google's top 10.
Examples of keywords:
- How to tie a tie;
- How to dye hair;
- Energy centers of the world;
- Energy foods for exercise;
- New York events this month;
- Grand Opera.
How to get to the Featured snippet?
Getting your page to a Featured snippet may lead to a massive traffic boost. Even if your site is top-5 for the query but is added to the featured snippet, it'll receive twice as many clicks as the top-1 URL.
The Google Help article states, "You can't mark your page as a featured snippet, as Google programmatically determines that a page contains a likely answer to the user's question and displays the result as a featured snippet.".
Let's be real. There's no sure-fire way to be featured there, but here are some steps that may highly increase your chances of seeing your page at the Featured snippet block:
The Google Help article states, "You can't mark your page as a featured snippet, as Google programmatically determines that a page contains a likely answer to the user's question and displays the result as a featured snippet.".
Let's be real. There's no sure-fire way to be featured there, but here are some steps that may highly increase your chances of seeing your page at the Featured snippet block:
- Make a list of common questions within your niche. You can do that via brainstorming or use Serpstat's Search questions to save your time.
- Write content to answer these questions using the question as a Title (add images and other visual content if necessary). Note that the quality and structure of the answer are more crucial than your website's authority. Don't go into the details. If the question is extensive, split it into several sub-questions and write content for each.
- Use schema markup. Schema.org – is a set of extensible schemas that enables webmasters to embed structured data on their web pages for use by search engines. In other words, it helps search engines return more informative results for users. By adding a particular schema to your webpage, you allow Google to identify the critical content on your page. Thus, you increase your chances of getting to a Featured snippet.
7. Route map
Map SERP feature is shown in response to Geo search queries. By clicking on the map, Google gets you to a Google Maps tab with more detailed info as to your query.
Here's just a small part of all data Google Maps provides: Quick facts, photos, weather, places nearby (hotels, bars, restaurants), and directions.
Here's just a small part of all data Google Maps provides: Quick facts, photos, weather, places nearby (hotels, bars, restaurants), and directions.
Examples of keywords:
- Rome map;
- Belgium e19;
- The Atlantic Ocean on the map;
- London park road;
- Andes mountain maps.
How to get to the Route map?
Google created this SERP feature to help the searchers quickly find the desired location. You can't get there. Don't try to get there unless you're going to open a new road or build a new city ;)
But you can still add your business profile to Google Maps:
→ Go to Google Maps.
→ Zoom in to the appropriate location and click on "Add New."
→ Select "Add a Place."
But you can still add your business profile to Google Maps:
→ Go to Google Maps.
→ Zoom in to the appropriate location and click on "Add New."
→ Select "Add a Place."
8. Local pack
For queries that imply the person is looking for local establishments like places to eat or to sell a car, Google shows the local pack SERP feature — a map with three listings. This feature looks similar to the Map one, but their purpose is different.
Suppose a Map is displayed to help you indicate the establishment's location. In that case, Local Pack is to help you find several local establishments that meet your search query (kind of place + its location).
This block is usually displayed at the top of Google SERP, but may also be found at the bottom. By clicking on "More places," the searcher gets to the Google Maps tab, where more listings with additional info (reviews, open hours, images) are displayed.
Suppose a Map is displayed to help you indicate the establishment's location. In that case, Local Pack is to help you find several local establishments that meet your search query (kind of place + its location).
This block is usually displayed at the top of Google SERP, but may also be found at the bottom. By clicking on "More places," the searcher gets to the Google Maps tab, where more listings with additional info (reviews, open hours, images) are displayed.
Examples of keywords:
- Italian pizza Paris;
- Hotel London;
- Rome metro stations;
- Piza bus station;
- Mcdonald's Chicago.
How to get to the Local Pack?
As well as a local Knowledge graph, a Local pack is definitely what you need if you're running a local business.
Add your business to Google Maps:
Set up Google My Business account:
Ask your loyal clients to leave their reviews.
Add your business to Google Maps:
- Go to Google Maps.
- Zoom in to the appropriate location and click on "Add New."
- Select "Add a Place."
Set up Google My Business account:
- Choose the appropriate category for your business.
- Add profile and cover images.
- Double-check the contact info.
Ask your loyal clients to leave their reviews.
As a marketer, I often use the Answer Box.
As for Local Pack, I think it's one of the most important SERP features for customers. I find I only use Google products for researching things I want to learn about, or visit, near wherever I am at the time.
As for Local Pack, I think it's one of the most important SERP features for customers. I find I only use Google products for researching things I want to learn about, or visit, near wherever I am at the time.
9. Related questions, people also ask
On the related questions card, Google lists questions it believes are relative to your search request. By clicking on any question from the list, the searcher sees the brief answer and the link to the webpage where this answer is located. This element is connected to another one — the featured snippet.
Thus, all related questions are the ones that return Featured snippets, and the URL that's a winner at the featured snippet is also the winner at the Related questions block. When the searcher clicks on any related question from the list, Google adds the new questions related to the last-clicked one.
Thus, all related questions are the ones that return Featured snippets, and the URL that's a winner at the featured snippet is also the winner at the Related questions block. When the searcher clicks on any related question from the list, Google adds the new questions related to the last-clicked one.
Examples of keywords:
- How to tie a tie;
- Cirrhosis;
- How big is the universe;
- Seahorses;
- Buy a horse.
How to get to the Related questions/People also ask?
Win the Featured snippet, and then you'll be displayed on the People also ask card for the related questions.
10. Top stories for query
When searching for keywords related to current news, Google shows the Top Stories SERP feature. This data is parsed from Google News — a computer-generated news site that aggregates headlines from news sources worldwide, groups similar stories together, and displays them according to each reader's personalized interests.
It can be displayed as a listing without images (similar to mobile search) or as a carousel with a title and image for every carousel card.
It can be displayed as a listing without images (similar to mobile search) or as a carousel with a title and image for every carousel card.
Examples of keywords:
- Microsoft stock price;
- iOS best games;
- Nascar;
- Spinners;
- Bitcoins.
How to get to the Top stories for query?
If you're running a news website, make sure to get to Google news. Google has a detailed guide on how to submit your news website to Google news. Follow it :)
SERP features were a major topic in our chat on August 18th. The following are some interesting points we discussed with our main speaker, @Taylor Murchison:
Serpstat team:
In the early 2000s, the largest search engines beat out by Google, thanks in part to its simple SERP. Will Google’s current, complex SERP be threatened by simplified competitors?
Taylor:
I don't think so. Google has such a moat around search, that it would take a massive shift to unseat them.
But as an SEO that looks at G SERPs all day, I could see myself personally using an engine with a more simplified UI for search.
But as an SEO that looks at G SERPs all day, I could see myself personally using an engine with a more simplified UI for search.
Serpstat team:
Do you make an effort to “win” the Answer Box on a SERP that presents one? Are you ever concerned with how a zero-click might affect your conversions?
Taylor:
My team and I absolutely go after the featured snippet and capture a lot of them.
While 0-clicks can be a concern in certain SERPs, we haven't seen that affect us negatively. Just knocked on my wood desk.
While 0-clicks can be a concern in certain SERPs, we haven't seen that affect us negatively. Just knocked on my wood desk.
11. Images for request
The Images block is displayed in response to queries that Google believes are related to images. The SERP feature looks like a horizontal list of different pictures. It isn't pinned and thus can be shown anywhere between organic results.
The title above these images is clickable and leads to Google's Images tab. You'll see the link to its source by clicking on any image result. Google has a special algorithm for image ranking, which is different from standard organic search.
The title above these images is clickable and leads to Google's Images tab. You'll see the link to its source by clicking on any image result. Google has a special algorithm for image ranking, which is different from standard organic search.
Examples of keywords:
- Keyboard;
- Apple;
- Tower;
- Tropical islands;
- Universe.
How to get to the Images for request?
- Fill out the image's alt and title tags.
- Name it properly, like "swimmingsuit.png" instead of "1265.png".
- Use a semantic URL and optimize the page where the image is located.
- Optimize image size.
- Avoid plagiarism, use only unique images.
12. Related queries
At the very bottom of the search page, Google almost always displays a Related search block — a list of search queries related to the initial query. This block appears for all analyzed keywords Google shows suggestions for. By clicking on any option in the Related search, you'll get to a new SERP.
Examples of keywords:
- Buy laptop;
- How to make french toast;
- Rent car Miami;
- Rent apartment Сhicago;
- Buy baseball ticket stubs.
How to get to the Related queries?
The only point to mention here: high volume keywords are more likely to get to this block. Unfortunately, there are no recommendations for this block.
13. Knowledge graph
The Knowledge Graph provides detailed and structured information about the objects, usually proper nouns. It could be a famous person, book, movie and many other things.
A knowledge graph uses Wikipedia as a primary source to parse the main information about the object. Apart from the block that briefly answers the question "what is this?" or "who is this?", the Google knowledge graph could also include some additional info (like quotes, artworks for painters, books for writers, etc.) social media profiles, and "People also search" block.
The last one is formed based on closely related objects, so if you're searching for Michelangelo, Google will include other famous painters of that time.
A knowledge graph uses Wikipedia as a primary source to parse the main information about the object. Apart from the block that briefly answers the question "what is this?" or "who is this?", the Google knowledge graph could also include some additional info (like quotes, artworks for painters, books for writers, etc.) social media profiles, and "People also search" block.
The last one is formed based on closely related objects, so if you're searching for Michelangelo, Google will include other famous painters of that time.
Examples of keywords:
- Albert Einstein;
- Formula 1;
- Audrey Hepburn;
- Starbucks;
- Twitter.
How to get to the Knowledge graph?
Unfortunately, there isn't a no-failure way to get to the knowledge graph, but by following the steps below, you can highly increase your chances of being displayed there:
1. Get to Wiki
As Wiki is the main source, Google parses data from, make sure to get on there. Start with Wikidata — a free and open knowledge base that can be read and edited by both humans and machines. Here's the guide to help you get there. Then create a Wikipedia page for your brand. You can try to do this on your own, following the Wikipedia guidelines, or hire an experienced Wikipedia writer.
2. Verify your social media accounts
As you can see, social media accounts are also included in the knowledge graph. To help Google identify your accounts correctly, have them verified. The verification badge on a page means that the social network confirmed this authentic page. Each social media has its guidelines and request form, and here they are Twitter, Facebook, and Instagram.
3. Use structured data markup to enhance your site's attributes
Data markup is code you put on your website to help the search engines return more informative results for the user's search. The info you put there is visible to search engines only, not people. Follow this Google guide to enable your business and marketing details for search results.
If your brand is already displayed in the knowledge graph, but some info is incorrect, contact Google and request changes.
1. Get to Wiki
As Wiki is the main source, Google parses data from, make sure to get on there. Start with Wikidata — a free and open knowledge base that can be read and edited by both humans and machines. Here's the guide to help you get there. Then create a Wikipedia page for your brand. You can try to do this on your own, following the Wikipedia guidelines, or hire an experienced Wikipedia writer.
2. Verify your social media accounts
As you can see, social media accounts are also included in the knowledge graph. To help Google identify your accounts correctly, have them verified. The verification badge on a page means that the social network confirmed this authentic page. Each social media has its guidelines and request form, and here they are Twitter, Facebook, and Instagram.
3. Use structured data markup to enhance your site's attributes
Data markup is code you put on your website to help the search engines return more informative results for the user's search. The info you put there is visible to search engines only, not people. Follow this Google guide to enable your business and marketing details for search results.
If your brand is already displayed in the knowledge graph, but some info is incorrect, contact Google and request changes.
14. Knowledge graph with a map
This feature is shown in response to local brand queries like restaurants, cinemas, theaters, and so on when the searcher is looking not for general information about the business (foundation date, CEO, income) but more specific data like location, open hours, or reviews. Note that the local knowledge graph is displayed only for single places, not chains.
This knowledge graph usually includes the following blocks:
This knowledge graph usually includes the following blocks:
- photos and a piece of Google map with a pin;
- contact and address Google data;
- open hours;
- popular times;
- Google reviews (score and examples).
Examples of keywords:
- Empire State Building;
- Village East Cinema;
- Les Deux Magots;
- Tokyo Tower;
- Great Wall of China.
How to get to the Knowledge graph with a map?
If you're running a local business, this SERP feature is definitely what you need. Follow these steps to get there:
1. Fill out the Google My Business account
Filling out a Google My Business account is crucial for every local business. Double-check everything to ensure that contact info, address, and open hours are correct. Pick an attractive picture representing your business (a mouthwatering photo of your best dish if you're running a restaurant, i.e.).
2. Pay attention to Google reviews
On the knowledge graph, Google displays the review score (the average value of all reviews) and all reviews ever left. Ask your loyal clients to leave reviews to increase your Google rating, and in turn, more people will trust your business.
3. Build citations
The main rule here: the more, the better. Create your business accounts on as many sites as possible. Provide them with all info about your business. Yahoo, Yelp, Trip Advisor, and Yellow Pages are the most popular. Double-check all crucial info, just like for Google My Business.
1. Fill out the Google My Business account
Filling out a Google My Business account is crucial for every local business. Double-check everything to ensure that contact info, address, and open hours are correct. Pick an attractive picture representing your business (a mouthwatering photo of your best dish if you're running a restaurant, i.e.).
2. Pay attention to Google reviews
On the knowledge graph, Google displays the review score (the average value of all reviews) and all reviews ever left. Ask your loyal clients to leave reviews to increase your Google rating, and in turn, more people will trust your business.
3. Build citations
The main rule here: the more, the better. Create your business accounts on as many sites as possible. Provide them with all info about your business. Yahoo, Yelp, Trip Advisor, and Yellow Pages are the most popular. Double-check all crucial info, just like for Google My Business.
President of Hum JAM, Joseph S. Kahn, shared his thoughts on the topic by answering the following questions:
Serpstat team:
If you could change one thing about Google SERPs today, what would it be?
Joseph:
This answer is for Google - please listen ... Customizations.
Let me customize my own results and tweak them! If we could just customize our SERPs, that would be super DOPE! Just saying #google. Please add customization to the SERPS.
Let me customize my own results and tweak them! If we could just customize our SERPs, that would be super DOPE! Just saying #google. Please add customization to the SERPS.
Serpstat team:
Do you think Google SERPs are getting too crowded?
Joseph:
I am a person that loves a ton of options and a ton of things to look at and click on. I am the perfect person the new Google features are designed for. Furthermore, I have #ADHD, and having tons of things gets clicks from me. That's also my job and why I love it.
Just between us, I think Google knows what it is doing in this field and is working hard to meet the needs of the searcher. We have to get in alignment with them, not fight them. They know what's up. LOL.
Just between us, I think Google knows what it is doing in this field and is working hard to meet the needs of the searcher. We have to get in alignment with them, not fight them. They know what's up. LOL.
15. Disease
This SERP feature shown in response to medicine-related queries provides the searcher with the most crucial information about the disease, such as symptoms, treatments, transmission, etc.
Google parses this info from high-quality websites like government agencies and partnerships. According to the Google Help article, they analyze the info from quality sites across the web, and then a special team of doctors reviews and refines the info.
Google parses this info from high-quality websites like government agencies and partnerships. According to the Google Help article, they analyze the info from quality sites across the web, and then a special team of doctors reviews and refines the info.
Examples of keywords:
- Asthma treat;
- Cirrhosis;
- Diabetes;
- Mono symptoms;
- Hodgkin's lymphoma.
How to get to the Disease featured snippet?
Well, it's possible only for medical agencies' websites. We assume that to get there, the health care facility you're promoting should become a Google partner or/and the disease description you provide on your website should be approved by Google's teams of doctors.
Getting to these blocks may lead to awareness and trust growth of the medical agency.
Getting to these blocks may lead to awareness and trust growth of the medical agency.
16. See results about
This SERP element occurs when, to Google's understanding, the query you're searching for may have several meanings. If this block is included in the SERPs, it usually goes after the Local knowledge graph feature.
In the freak SERP example, we searched for "orange," and Google displayed a French telecommunications company named "Orange" in the local knowledge graph, but as the "orange" query is quite ambiguous, at the "See results about" block Google offers two other companies with the same name and an Australian city. Clicking on any of these variants triggers a new Google search.
In the freak SERP example, we searched for "orange," and Google displayed a French telecommunications company named "Orange" in the local knowledge graph, but as the "orange" query is quite ambiguous, at the "See results about" block Google offers two other companies with the same name and an Australian city. Clicking on any of these variants triggers a new Google search.
Examples of keywords:
- Grand opera;
- CSI;
- World war;
- Key;
- King Kong.
How to get to the See results about?
This SERP feature does not seem to provide you with any profit potential.
17. Recipe block
Help users find your recipe content by telling Google about your recipe with structured data.
- Reviewer ratings;
- Cooking and preparation times;
- Nutrition information.
Examples of keywords:
- Apple pie;
- Roasted turkey;
- Punch.
How to get to the Recipe block?
1
Add pictures to the recipe page.
2
Submit your rating scale and user reviews.
3
Specify the cooking time.
4
Add detailed information about the beneficial properties and nutritional value.
Such structured data will be displayed in a numbered list along with reviews, ratings, cooking time, and a picture of the dish in both the search results and in Google Images.
18. Numbered list
A numbered list snippet appears for pages that have step-by-step instructions. It can significantly increase your CTR by providing helpful information to users and encouraging them to visit the site to find out more.
Break up your content with headings and subheadings, and use numbered lists. Google also displays step-by-step instructions in snippets, especially question-based ones, and scans words such as Step 1, Tip 1, Point 1, etc. This way, the entire paragraph from your article can be shown in the snippet.
Break up your content with headings and subheadings, and use numbered lists. Google also displays step-by-step instructions in snippets, especially question-based ones, and scans words such as Step 1, Tip 1, Point 1, etc. This way, the entire paragraph from your article can be shown in the snippet.
Examples of keywords:
- How to brew coffee;
- How to record screen on Mac;
- How to merge PDF files.
How to get to the Numbered list?
1
Compose the text by breaking it into paragraphs.
2
Place each item in a numbered list.
The list will entice users to go to the site to see accompanying pictures, videos, or a complete list of steps.
The main feature that we need to tackle for local businesses is the knowledge panel. We also want the indents and rating features enabled on the SERPs!
But Google SERP features that grab me the most as a consumer/search are embedded images or indents that let me know exactly where to go on the site I am looking for. Embedded videos are great for "how to" searches also.
But Google SERP features that grab me the most as a consumer/search are embedded images or indents that let me know exactly where to go on the site I am looking for. Embedded videos are great for "how to" searches also.
Experts' feedback
Jeannie Hill
Semantic marketing strategist at Hill Web Creations
What new SERP feature have I recently found interesting and useful?
• The "People Also Answer" box with limitless "Related Questions".
• "Top Stories" multiple carousels with unique storylines and "Also in the News"; nabs 5.62% according to @rankranger - Up 0.6987 (Day); Up 1.4424 (Month).
• Review carousels.
• The "People Also Answer" box with limitless "Related Questions".
• "Top Stories" multiple carousels with unique storylines and "Also in the News"; nabs 5.62% according to @rankranger - Up 0.6987 (Day); Up 1.4424 (Month).
• Review carousels.
Merlinox
COO & Head of SEO in Studio Cappello (IT)
Asics & Garmin Italian Ambassador
Asics & Garmin Italian Ambassador
- FAQ Page is very useful for the high visual impact on SERPs and because the snippet move customer to really think on users questions!
- Discover for ecommerce with "new" or "exclusive" products.
- Discover for ecommerce with "new" or "exclusive" products.
Itamar Blauer
SEO Consultant
Video Marketing Expert
Video Marketing Expert
I like the SERP features that I rank on and dislike the ones that I don't rank on :)
Boyd Norwood
VP Marketing @nozzleio
Also, Nozzle can generate a report telling you which entities appeared the most in knowledge panels across all SERPs you're tracking to help you know which entities to mention in your content.
Ann Smarty
Brand and Community manager at Internet Marketing Ninjas
1. Ideally, the perfect structure to get featured is a question-answer format.
3. Featured snippets may steal traffic from ALL the search results as a whole (they eliminate the need for a click, especially if they do a very good job answering the query). Overall, featured snippets help with traffic. In some cases, when a featured snippet starts showing up for your query, you may see a decrease in clicks, but so will your competitors' ranking for that query.
- Each question should be an H3/H2 subheading.
- The answer should immediately follow each question/subheading and be concise and to the point (factual).
- And most importantly, each answer should align with the query search intent.
3. Featured snippets may steal traffic from ALL the search results as a whole (they eliminate the need for a click, especially if they do a very good job answering the query). Overall, featured snippets help with traffic. In some cases, when a featured snippet starts showing up for your query, you may see a decrease in clicks, but so will your competitors' ranking for that query.
Debi Norton
Internet Strategy Consultant & Founder of BRAVO
I'd like to note that important SERP Features for Relevant Keywords are:
From a consumer perspective, valuable SERPs for consumers would definitely have to be: voice search, local search, GBP, and G-Merchant Center.
- Position 0 in Voice Search.
- Page 1 Google.
- Google Biz Profile.
- Local 3 Pack.
- Knowledge Panel.
- Featured Snippets.
- Video Carousel.
- Site Links.
- Rich Snippets.
From a consumer perspective, valuable SERPs for consumers would definitely have to be: voice search, local search, GBP, and G-Merchant Center.
Boyd Norwood
VP Marketing at nozzle.io
In the early 2000s, the largest search engines beat out by Google, thanks in part to its simple SERP. However now, Google is so entrenched in all of our online habits, I can't see any new search engine taking any significant market share away.
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How to find SERP feature opportunities?
Serpstat Search Analysis and Rank Tracker will help you determine which featured snippets in SERP should be targeted when optimizing your site. Pay attention to specific search results when doing keyword analysis.
1
Enter the appropriate keyword in the search bar and select the desired search base.
2
Go to the "Keyword research" section → "Keywords selection" report.
3
Click the icon next to a keyword to see which featured snippets appear in the results for that query.
If you want to create a specific snippet for a website, you can filter the keywords.
The project overview report displays icons of featured snippets found for the analyzed domain in Google SERP for a given keyword for the selected date. If a period is selected in the report, the tool shows the presence of featured snippets for the last piercing.
- Gray icon: a featured snippet appeared in the SERP for a keyword with a page from a domain other than the monitored domain.
- Blue icon: a featured snippet appeared in the SERP for a keyword with a page from a monitored domain.
The featured snippets function can help generate more traffic for a site, as determining the site's positions will help you choose the right strategy for its development. Just pick snippets relevant to your industry/company and optimize a web project according to the tips described above.
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Infographic: How to get to featured snippets in SERP?
Visual memorization is always easier. Here's an infographic you can save and peek at so you don't forget anything while creating featured snippets.
FAQ. Common questions about SERP features
What is a SERP feature?
A SERP feature is any result on a Google Search Engine Results Page that doesn't look like organic regular result.
How many SERP features are in Google
There are over 30 of them.
How to rank for SERP features?
There are different recommendations for different features, you can find more information in the article above.
How to know which SERP features are available for keywords?
Simply, just Google keyword you interested in, and if you'll see featured results if they are available.
That's it!
Wish you to get to multiple featured snippets and rank in first positions.
Wish you to get to multiple featured snippets and rank in first positions.
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