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What are SERP features?

A SERP feature is a special piece of content on a Google search engine results page (SERP), not including the usual search results. There are a range of SERP features available, with new ones regularly launching to provide searchers with a more helpful experience. 

SERP features displayed will vary depending on the keyword searched, but luckily there are ways to help increase your chances of having your content appear in one.

Common SERP features include

  • Featured snippets
  • Knowledge panels
  • Local pack
  • Ads (top and bottom)
  • Video
  • Shopping results
  • People also ask

Why is it important to optimise for SERP features?

You’ll have noticed how much Google search results have changed over the last few years. There’s more supplementary information available than ever before, from featured snippets that provide a direct answer to your question to the local packs that show you the nearest service provider on a map. 

Think about your own behaviour when searching for services. Sometimes you don’t even need to click on a search result – Google provides you with all the information you need. In fact, almost 65% of all Google searches didn’t lead to a single click in 2020 according to Sparktoro. It’s more crucial than ever to land a coveted SERP feature spot.

We can help you find opportunities to claim a SERP feature by optimising your content, discovering SERP features that your competitors might currently occupy, and identifying new keywords with SERP features to help boost your visibility for relevant search results.

Other services

Strategy is at the heart of every search engine visibility campaign. By defining your campaign’s goals and understanding your business, we’ll help you develop the right approach with a range of services.

PPC & Google Ads

Reach the right people at the right time with highly targeted Google Ads.

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Organic SEO

Combine on-page and technical optimisations to help your site rank higher.

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Local Visibility

Improve local awareness to help you find new customers for your business.

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Keyword Research

Discover how people are searching for your business. 

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Content Creation

Copywriting to represent your business (and improve SEO).

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Ready to learn more about SERP features?

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