SERP (search engine results page) is a common buzzword among digital
marketing professionals. However, many outside the field are unfamiliar with it.
Understanding SERPs is vital to the success of a website and, in turn, a business.
The ever-changing algorithms used by leading search engines can be confusing. Google is constantly changing its algorithms to deliver the best results possible. These changes are significant in theory but can also be challenging to keep up with.
What is SERP?
SERP is the page you see when you type in a query in a search engine. It can look different depending on the search engine; they may include shopping suggestions, images, videos, or simple text with meta descriptions.
Every SERP is unique and varies dramatically, even when different searchers use the exact keywords or phrases. This variation comes from search engines trying to optimize user experience and return results based on several factors, including a particular user’s search history, location, and language settings.
SERP Features
Conduct a Google search on any topic, and you will notice the resulting SERP contains much more than just a list of results.
You will see various panels presented in different formats, which is the best way to inform you about the subject you want to learn about. These are collectively known as SERP features.
Collectively, SERP features help search engine users better find what they are looking for and provide valuable insight into search intent for marketers.
There are 2 types of Google SERP features that appear regularly:
- Organic SERP Features
- Paid SERP Features
Now, let’s learn more about all the Google SERP features.
a) Organic SERP Features
Organic SERP features are the additional components and listings that naturally appear on a search engine’s results page without paid promotion or advertising. The listings are based on relevance, quality, authority, and what the search engines deem most relevant to the user’s queries.
They are achieved through SEO, including Local SEO and content marketing strategies. These strategies play a vital role in securing and maximizing your organic visibility, ultimately enhancing the overall positioning of organic SERP features.
Let us detail some of Google’s most common organic SERP features.
1. Featured Snippets
The Google Featured Snippet is a large box at the top of Google SERP. Here, Google displays a snippet of content from the top-ranking organic results in the SERP. It is showcased when the search query shows informational intent. This feature provides valuable information in a precise form, giving searchers a quick answer to their questions.
It features video or text from a website that directly answers the search query. The different formats for featured snippets are paragraphs, bulleted lists, and tables. Featured snippets put the website at the top of the SERP, making it more clickable on mobile and desktop.
Benefits of Featured Snippets
- Increase in organic traffic and clicks leading to the website
- Highest visibility over authoritative brands
- Increase in organic conversion
- Increase in the keyword’s ranking
- Boost website and brand credibility
2. People Also Ask (PAA)
The People Also Ask (PAA) box showcases an infinite list of algorithmically generated questions relevant to the search query. This dynamic Google SERP feature provides users additional information by asking closely related questions based on their initial search query and intent.
PAAs are mini-FAQs placed in the organic search results. They aim to offer an easy way to answer the user’s initial query and possibly the subsequent queries that may follow.
Benefits of People Also Ask
- Discover related keywords and create long-tail keywords that can be used to optimize your website.
- Helps to create better content.
- Aids in getting more traffic and improves the click-through rate, which is important for ranking higher.
- Avoid brand degradation with better answers for branded queries.
3. Google Popular Products
This is an unpaid and organic display of Google shopping product listings. It showcases a carousel of products relevant to the search and available for purchase.
Google Popular Products is one of the most sought-after organic SERP features in Google Shopping and is positioned in the middle of the search result page. Users can filter by price or by product category within the popular products feature.
Benefits of Popular Products
- Allows smaller e-commerce stores to compete with stores with a larger budget.
- Occupying a large real estate on the SERP gives you good visibility when your product appears under it.
- It creates more opportunities for retailers to have a presence on the Google SERP.
4. Local Map Pack
When it detects a search query with local intent, Google displays a local map pack to users. A local pack appears when a user inquires with a location name or when Google’s algorithm notices that a searched item is accessible.
The local pack appears as a map with pins indicating businesses relevant to the search term. It includes the top 3 physical locations that Google considers relevant, along with reviews, hours, contact information, a link to the website, and directions via Google Maps.
Benefits of Local Map Pack
- Helps improve your visibility as it is almost always shown at the top of the SERP.
- The chance of getting clicks as the top 3 Google Search results is 75%.
- Shows your reviews, which can significantly influence searchers.
5. App Install
An App Install organic results feature allows users to find and install new mobile apps directly relevant to their search queries from the SERP. These results are typically displayed in the SERP when a user’s search is related to a specific app or app type. Further, these results often include a description of the app, its rating, reviews, and other relevant information to help users decide whether or not to install it.
Benefits of App Install
- Provides mobile app developers with increased visibility for their apps in SERP.
- By prominently featuring app installs in SERP, users are likelier to install the app, leading to increased downloads for app developers.
- Provides a more convenient and seamless way for users to access the app, improving the overall user experience.
- Offers precious data on user behavior and preferences to help make informed decisions.
6. Knowledge Panels
A knowledge panel often includes facts, social media links, images, and other relevant information about the search query. It appears on the right side of the organic results with informational intent about businesses, brands, or organizations.
This feature typically appears when the search is tailored for specific places, organizations, people, events, etc. Google usually pulls information from Wikipedia or other websites for the Knowledge Panel. Your business appearing on the Knowledge Panel can boost your brand’s authority and credibility. can help you gain these skills.
7. Knowledge Panel Review
The Knowledge Panel Review feature in SERP allows users to see customer reviews and ratings for a product or service in the search results. It involves reviewing and providing feedback on the information displayed in a Knowledge Panel. This feature provides valuable information to users, helping them make informed purchasing decisions based on other customers’ experiences.
Overall, as an organic result of SERP, Knowledge Panel Review will be a valuable tool for organizations looking to improve their online customers’ credibility and drive traffic and customer engagement.
Benefits of Knowledge Panel Review
- Provides users with an overall positive experience by enabling them to access customer reviews and ratings on particular products or services.
- Improves businesses’ online reputation by displaying positive customer feedback in the search results.
- Provides organizations with an increased visibility in the SERP, which helps drive traffic to their website.
8. People Also Search
This organic SERP feature at businesses, a Google search result page, presents a list of related search queries for a specific search query. It provides users with additional information and options to explore related topics and queries, making a seamless search process. This feature aims to provide users quick access to explore related issues and queries, facilitating a seamless search experience.
The People Also Search For queries are determined by Google’s algorithm based on the user’s search history, the content of the web pages being searched, and the overall popularity of the related queries.
Benefits of People Also Search
- Helps users understand the context of their original search query.
- Provides quick access to related topics and” information.
- Provides website owners with an opportunity to target new keywords and topics.
- Increases the website’s visibility & drives additional traffic to the site from related queries.
- Enhances the user experience and improves the discoverability of relevant information on the web
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