SERP Features Optimization: How to Get and Maintain Them

Tati Khumairoh

Tati Khumairoh

Published at

an illustration of SERP features that need to be optimized in SEO

Table Of Contents

    SERP features are important to attract users to the website as it displayed in a more complex way. Thus, there is an urgency to have SERP features optimized. This is done to make sure that your website is understood by the crawler and more useful for its users.

    In this article, we will explore the different types of SERP features and how to optimize for them to improve your SEO strategy and drive more traffic to your website.

    Definition of SERP Features and Their Importance in SEO

    SERP features are special types of search results that appear at the top of a SERP, above the regular results. These features include rich snippets, featured snippets, local packs, and knowledge graphs, to name a few. 

    They can greatly increase the visibility of a website and drive more traffic to it. These features are designed to provide more information to users and make it easier for them to find what they are looking for.

    For example, appearing in a featured snippet can lead to a significant increase in traffic as it puts a website at the top of the SERP, where it is more likely to be seen and clicked on by users. 

    Similarly, appearing in a rich snippet can also increase visibility and drive more traffic, as it provides additional information about a website, making it more likely for users to click on it.

    Additionally, Local pack and map features are designed to help users find local businesses and organizations that match their search queries. By appearing in a local pack or map feature, businesses and organizations can increase their visibility and attract more traffic to their website. So, there is nothing holding you back from SERP feature optimization.

    Rich Snippet Optimization

    First, it's important to understand how rich snippets are generated. Rich snippets are a type of SERP feature that provides additional information about the content of a website, such as reviews, events, and recipes. 

    They are generated by using structured data, which is a standardized format for describing the content of a website. By utilizing structured data, businesses and organizations can help search engines understand the content of their website and increase the chances of it appearing in a rich snippet.

    To optimize for rich snippets, it's important to understand the different types of content that can be featured in a rich snippet. For example, if your website has a lot of reviews, you can use structured data to mark up those reviews and increase the chances of them appearing in a rich snippet. 

    The same goes for events, recipes, and other types of content. By understanding the different types of content that can be featured in a rich snippet and utilizing structured data, businesses and organizations can improve their chances of appearing in a rich snippet and driving more traffic to their website. 

    Here are some other rich snippets optimization strategies:

    • Use structured data to help Google understand the content

    • Optimize for different types of content.

    • Monitor your rich snippet using Google Search Console

    • Update your structured data regularly

    • Optimize for mobile devices

    Features Snippet

    Next, let's talk about featured snippets. Featured snippets are a type of SERP feature that provides a direct answer to a user's query at the top of the SERP. They are generated by understanding the intent of the user's query and providing a clear, concise, and direct answer. 

    To optimize for featured snippets, it's important to identify the types of queries that trigger featured snippets and to optimize your content to provide clear answers to those queries. This can be done by these strategies:

    • including keywords in the title and meta description

    • creating high-quality and informative content

    • structuring your content in a way that is easy to read and understand.

    To make it clear here is the difference in appearance between the rich snippet and the featured snippet

    Picture 1: Featured snippet and rich snippet difference

    Picture 1: Featured snippet and rich snippet difference

    Local Pack

    Local packs and maps are another important type of SERP feature you should optimize. They are generated by understanding the user's location and providing a list of relevant local businesses and organizations.

    To optimize for local packs and maps, it's important to optimize your Google My Business listing and utilize structured data to provide information about your business or organization. 

    This includes providing accurate and detailed information about your business, such as your address, phone number, and hours of operation. Additionally, it's important to include images and reviews to enhance the visibility of your listing.

    Picture 2: Example of Local Pack

    Picture 2: Example of Local Pack

    Knowledge Graph

    Knowledge graph is a type of SERP feature that provides additional information about a topic or entity. It is generated by understanding the user's query and providing a wealth of information about the topic or entity in question. 

    Optimization strategies:

    • Add related structured data

    • Use consistent and accurate naming conventions for entities and properties, and ensure that they align with the schema used by the knowledge graph.

    • Provide detailed and complete information about entities, including their relationships to other entities and properties.

    • Use linked data techniques, such as RDF, to connect your content to other sources and provide additional context.

    • Test your structured data using Google's Structured Data Testing Tool or other similar tools to ensure it is being interpreted correctly.

    Picture 3: Knowledge Graph example

    Picture 3: Knowledge Graph example

    People Also Ask (PAA)

    People Also Ask (PAA) is a type of SERP feature that appears as a list of questions related to the user's query. These questions are generated by understanding the intent of the user's query and providing additional information to help them find what they are looking for. 

    People Also Search (PAS) is a similar feature to PAA, but it appears as a list of related queries instead of questions. PAS is generated by understanding the intent of the user's query. 

    Optimization tips:

    • understand the types of queries that trigger PAA and PAS 

    • Create high-quality content that answers users' variety of queries

    • include questions in your content

    • Provide additional information to help them find what they are looking for

    • Put related keywords 

    • Add structured data

    Related Search

    Related Search is a feature that appears on the SERP as a list of related search queries. These queries are generated by analyzing the search query and identifying other search terms that are commonly searched for by users. 

    It's important to include related keywords and phrases in your content and meta tag. Additionally, creating content on a variety of related topics can increase the chances of your website appearing in related search results. 

    Picture 4: Related search on SERP

    Picture 4: Related search on SERP

    Measuring SERP Features for your Keywords

    Measuring and analyzing SERP features is also an important aspect of optimizing for them. By utilizing analytics and keyword tracking tool, businesses and organizations can measure the performance of their SERP features and identify opportunities for optimization. 

    This includes tracking key metrics such as organic traffic and search engine rankings and regularly monitoring and adjusting strategies based on data and analytics.

    Luckily, Sequence Stats is able to track and monitor those important metrics including the list of SERP features you have. This tool is essential to help you keep updated with your site performance without needing any additional subscription.

    In conclusion, SERP features optimization is an important aspect of SEO that can help businesses and organizations improve their online visibility and drive more traffic. With a lot of SERP features optimization, you can monitor all of them using an effective SEO tool, Sequence Stats. 

    Now, it’s your turn to explore the all-in-one SEO tool to level up your SEO project. Free trial is available.