Search engine results pages (SERPs) are no longer just a list of ten blue links. Today, they’re a dynamic mix of visuals, snippets, videos, maps and AI-driven insights. These SERP features are reshaping how users interact with search results — and how brands earn visibility.
Appearing in a SERP feature can dramatically boost click-through rates, brand credibility, and organic traffic. It positions your business as the trusted answer to a user’s question, not just another result buried down the page.
So, what are SERP features, and how do you secure your spot in them?
What are SERP features?
SERP features are enhanced elements within search results that go beyond traditional organic listings. They’re designed to give users quick, relevant and often visual answers.
These include things like Featured Snippets, Knowledge Panels, People Also Ask boxes, and Local Packs.
For brands, they’re both a challenge and an opportunity. The challenge? Standard organic results often sit below these features, reducing visibility. The opportunity? Ranking in a SERP feature can put your content above even the first organic position.
In other words, mastering SERP features can be the difference between being seen — and being scrolled past.
The 4 most common SERP features
Let’s break down the top SERP features that now matter most for SEO, and how to rank in each.
1. Featured Snippets (Position Zero)
Featured snippets are short summaries that appear at the very top of Google’s results, answering a user’s query directly. They often pull content from a page Google deems most relevant.
Common formats include:
- Paragraph summaries
- Numbered or bulleted lists
- Tables or charts
How to rank:
- Write concise, clear answers to key questions users ask.
- Use structured formatting with headers and bullet points.
- Add FAQ sections to capture common search queries.
- Include schema markup to help Google understand your content.
Featured snippets drive authority and visibility, especially for informational searches. They’re also key for voice search and AI-powered answers, where Google presents a single summarised result to the user.
2. Local Packs
The Local Pack appears when users search for nearby services, showing a map with three business listings.
Example: A user searching “financial planner in Surrey” or “estate agent in Kingston” will see a Local Pack highlighting options close to them.
How to rank:
- Optimise your Google Business Profile with complete, accurate information.
- Use consistent NAP data (Name, Address, Phone number) across all directories.
- Encourage and respond to customer reviews.
- Add location-based keywords naturally into your content and metadata.
Appearing in the Local Pack can be a powerful visibility tool, especially for small and medium-sized businesses competing in local markets.
You can learn more about appearing in AI-enhanced local search results in our article on how to get seen in Google’s AI answers.
3. People Also Ask (PAA) Boxes
These expandable question boxes appear on most results pages, offering related questions users commonly ask. Ranking in a PAA box gives your brand a chance to appear multiple times for a single query.
How to rank:
- Use question-based subheadings (e.g. “How to diversify my investment portfolio?”)
- Provide direct, short answers followed by expanded explanations
- Add internal links to help users explore further
- Include similar phrases people might use to ask the same question
PAA boxes are excellent for topic authority. They signal that your content provides helpful, comprehensive answers, which is something Google rewards.
4. Knowledge Panels
Knowledge Panels appear on the right-hand side of Google results and display key facts about a business, organisation or person. They pull information from trusted sources such as Google Business Profiles, recognised directories and structured data on your website.
How to rank:
- Keep your business information accurate and consistent everywhere online
- Use structured data to highlight essential details like name, logo and services
- Maintain a complete and verified Google Business Profile
- Earn reputable mentions from recognised industry sites, partners and publications
For expert-led businesses, a Knowledge Panel can strengthen credibility instantly. It shows users — and Google — that your brand is established and trusted.
Why SERP features matter more than ever
Search results pages are no longer just a list of blue links. Special elements like answer boxes, carousels and maps often take the most visible space — so appearing in them gives you a real advantage.
According to Ahrefs, around 99 % of queries now include at least one SERP feature. This means if your website only focuses on traditional rankings, you risk missing the most visible opportunities.
In other words, your SEO strategy must adapt. By targeting the right SERP features, you’re not just chasing rankings — you’re aiming for stronger visibility, relevance and engagement.
How to optimise for SERP features
Once you understand which SERP features matter most to your audience, the next step is to make your content eligible for them. Focus on:
- Structured data
Add schema markup so search engines understand and display key information
(for example, opening hours for a clinic or accreditations for a financial planner) - Long-tail queries
Target the very specific questions people ask — they’re more likely to trigger featured results - Clear, structured formatting
Write for humans first, but use headings, bullet points and short answers to help Google surface content - Regular updates
Refresh existing content so it remains accurate and competitive - Performance tracking
Check which pages already appear in SERP features using tools like Google Search Console, then build on what works
By optimising with SERP features in mind, you increase the number of ways people can discover your expertise — whether they click a traditional result, expand a question or see you highlighted directly.
Ready to be seen where your audience is looking? Talk to Figment.
Ranking in SERP features doesn’t come down to chance. It comes from clear content, strong technical signals and showing Google that you are a trusted source of expertise.
At Figment, we help expert-led businesses do just that — combining technical SEO, smart content optimisation and AI-driven visibility to make sure your best answers appear first. Partner with our SEO London team if you’re ready to appear in the moments that matter most, get in touch and let’s build a strategy that puts your brand where your clients are searching.
