Understanding SERP Features and How to Rank in Them
Google's results page is full of features beyond the ten blue links: AI Overviews, featured snippets, local packs, videos and more. Here's what each is and how to appear in them.
Key takeaways
- SERP features take up a large share of the results page and change which results get clicks.
- Each feature has its own requirements: clear answers, structured data, video, Business Profile and so on.
- AI Overviews now appear for many informational searches and cite sources from the web.
- Check which features show for your target keywords before deciding what content to create.
A SERP (search engine results page) today includes far more than ten organic links. These SERP features decide where attention, and clicks, go.
The main SERP features
| Feature | What it is | How to appear |
|---|---|---|
| AI Overview | AI-generated summary with source links | Clear, accurate, well-structured content on trusted pages; see AI citations |
| Featured snippet | A highlighted answer extract at the top | Answer the question directly in 40–60 words under a matching heading; lists and tables for steps and comparisons |
| People also ask | Expandable related questions | Answer related questions clearly with question-style subheadings |
| Local pack | Map with three businesses | Optimised Google Business Profile, reviews, proximity |
| Video results | YouTube and other videos | Relevant videos with clear titles, descriptions and chapters |
| Image pack | Row of images | Descriptive file names, alt text, images near relevant text |
| Shopping / product results | Products with prices | Merchant Center feed and Product structured data |
| Top stories | News articles | Timely news content, Article schema, good publishing practices |
| Sitelinks | Extra links under a result | Clear site structure and navigation (automatic) |
| Rich results | Stars, prices, breadcrumbs | Valid structured data |
| Knowledge panel | Entity info box | Consistent brand information across the web |
How SERP features affect your strategy
- Check before you write: search your keyword and note which features show. A query dominated by videos needs a video.
- Organic position ≠ visibility: ranking third below an AI Overview, ads and a local pack may be below the fold on mobile.
- Some features reduce clicks (quick answers), while others bring highly qualified traffic (local pack, shopping).
AI Overviews and AI Mode
AI Overviews appear for many informational queries and cite web pages. Google’s AI Mode provides fuller AI answers. Both change click patterns. See Google AI Mode and organic traffic.
Tracking
Search Console’s Search appearance filter shows some features (like rich results and video), and AI Overview impressions are counted in overall performance data. Rank trackers can record which features appear for your keywords.
SERP features are reviewed in our SEO audit and AI search visibility audit.