How To Add SERP Features In Organic Searches

Have you ever searched something on Google and noticed extra boxes, images, or even an instant answer at the top of the page? Those are SERP features at work. They make the search engine results page (SERP) more useful, but also more competitive for businesses looking to boost their visibility. In this guide, you’ll learn about common SERP features, how to optimize for them, and why they matter for your overall SEO strategy.

What Are SERP Features?

A SERP feature is any result on a Google search results page that isn’t a standard organic link. These features are built to help users find information or complete tasks quickly. They often appear at the top or in the middle of SERPs and can include images, bullet points, Q&A sections, carousels, and more.

For example, if you Google “how to bake a cake,” you might see:

• A step-by-step list pulled from a website’s instructions (featured snippet).
• A carousel of recipes with user ratings.
• Commonly asked questions about baking cakes (People Also Ask).

All these are SERP features that improve the user experience by delivering quick or visual content on the results page.

Why SERP Features Matter

SERP features can drive significantly more traffic to sites that earn them, and they can also reduce clicks on traditional blue links. Because SERP features show information directly on the page, users may not need to click any link at all.

Here are a few reasons SERP features should be part of your SEO strategy:

• Improved Visibility: Featured snippets, local packs, and other features appear at the top of the page, often above the first traditional result.
• Greater Credibility: Having your site selected for a SERP feature indicates expertise and authority.
• Potentially Higher CTR: Some SERP features, like featured snippets or People Also Ask, attract user attention quickly, encouraging clicks for more details.
• Competitive Differentiation: Securing a SERP feature helps your site stand out on crowded results pages, especially on mobile devices with smaller screens.

Even when users obtain answers from the search results page alone, holding a SERP feature adds brand recognition and can still lead to more engagement.

Common SERP Features

Although Google is always testing new options, here are five of the most common SERP features to watch for:

Featured Snippet

Featured snippets appear at the top of search results, providing quick answers. Below is an example of a featured snippet for the query 'how to bake a cake.' Notice how Google pulls structured information from a web page and presents it clearly

Often called “position zero” because it appears above all other results, this snippet is generated by Google extracting a clear answer (usually in paragraph or list form) from a page, along with a link to that source.

Tip: Use question-based keywords and present a clear, direct answer in your content. Format your text with headings and bullet points to increase your chances.

People Also Ask (PAA)

This section features a dropdown with questions and answers that help users learn more. If your content addresses one of these questions, it might receive additional clicks.

Tip: Consider adding short Q&A sections to capture PAA opportunities.

Local Pack

Google displays local businesses that are relevant to the query along with details like address, phone number, and reviews. This is very important for businesses that rely on local customers.

Tip: Fully complete your Google Business Profile. Use local citations, keep business details consistent, and collect customer reviews.

Image Pack

For searches where visuals matter, image packs provide a preview of relevant images. This is especially useful for sectors like ecommerce or travel.

Tip: Name your image files with clear, relevant text and use descriptive alt text with a main keyword if suitable.

Video Carousel

Videos can appear in these carousels at the top of the page. While YouTube videos often have an advantage, videos hosted on your own site can also appear.

Tip: Provide a transcript, pay attention to the video filename, add the right schema markup, and include your focus keyword in the channel name, title, or description.

How to Win SERP Features

Securing a SERP feature requires some specialized tactics that still rely on solid content and clear organization.

1) Conduct Thorough Keyword and Topic Research

Identify what your audience is searching for and the types of results they expect. Focus on question-based keywords, check search volume, and review which SERP features appear for your local keywords. Tools like Clearscope, Semrush, Ahrefs, or Moz can assist with this task.

2) Organize Content for Quick Answers

SERP features work best with information that’s quick to read. You can do this by:

• Starting with a direct response to a question.
• Using bullet points or numbered lists when the query calls for clear steps.
• Keeping paragraphs short and to the point.

3) Implement Markup Where Needed

Using schema markup can help you earn rich results like star ratings or product details. For local searches, add local business markup. For product listings or recipes, include the relevant schema. The more clearly you present your information, the better Google can determine its relevance.

4) Update Content Regularly

Many SERP features favor recent or highly relevant content. Keep an eye on your rankings and update outdated information as needed:

• Add new statistics or references.
• Refresh images or videos.
• Update the publication date and other meta information to signal relevance.

5) Look for Gaps in Competitor Coverage

Examine what SERP features your competitors are earning and compare them to your own. Identify where they have an advantage and see if you can offer a unique perspective or a clearer answer.

Pros and Cons of SERP Features

While SERP features can bring more traffic, they come with a few challenges. Here is a quick look at the positives and negatives:

Benefits

• Higher profile in search results
• Potential for increased click-through rates (especially for featured snippets and local packs)
• Faster access to information for users

Drawbacks

• Some features (like featured snippets or direct answers) may lead to searches with no clicks as the answer is provided on the page.
• It takes time and expertise to create content that fits the criteria for a SERP feature
• SERP features can sometimes push standard results down on the page

Even with these challenges, working towards earning SERP features remains a valuable part of any SEO plan due to the boost in brand recognition and user trust.

Measuring Your SERP Feature Success

Evaluating your performance with SERP features is key to understanding their impact. Here are some methods:

• Google Search Console: The performance tab can show data that hints at whether a page’s snippet might be a featured snippet or part of a Q&A box.
• Third-Party SEO Tools: Tools like Semrush, Ahrefs, or Rank Ranger track if your site appears in a specific SERP feature for a keyword and whether that presence changes over time.
• CTR Analysis: Check whether being part of a SERP feature improves your click-through rate for that query, and watch for changes in how often users get the information directly from the SERP.
• Before and After Comparisons: If you’ve recently added FAQ schema or table markup, compare performance data from before and after to see how your visibility has shifted.

For further insights on tracking these results, refer to How to Track Search Engine Rankings in 2025.

Best Practices & Tips

• Focus on user intent. If your product site is ranking for “beginner tutorials,” match your content to capture that featured snippet.
• Keep it simple. SERP features tend to favor content that is easy to scan.
• Review your site structure. This is especially helpful for local search or product information.
• Prioritize search queries that trigger SERP features. If you notice a “People Also Ask” or featured snippet for a competitor, consider revising your content to be clearer and more directly helpful.
• Monitor regularly. Keep an eye on your SERP feature status so you know when adjustments might be needed.

FAQ

How do you get a featured snippet?

Concentrate on questions or how-to queries. Offer short, clear answers near the beginning of your text or in a dedicated section. Use headings, bullet points, or numbered lists.

Can SERP features hurt your organic traffic?

They might, if your site isn’t the one chosen for the snippet or local pack. However, earning one can boost traffic, brand recognition, and trust.

Are SERP features the same as “rich snippets”?

They are different. A rich snippet is an improved organic result that might include star ratings, images, or details from structured data. Many SERP features use structured information, but not every rich result is a SERP feature. For example, local maps data is handled differently.

How do I track SERP features over time?

Use third-party SEO tools like Semrush, Ahrefs, or What Is Rank Tracking?. These tools can show whether your site gains or loses a snippet, local listing, or video carousel appearance. Google Search Console is also useful for monitoring traffic changes.

Is there a quick trick to appear in SERP features?

There isn’t a shortcut. The best approach is to offer real value, add the correct schema, organize your answers clearly, and monitor user feedback to see if your content meets search intent.