Over the years, search engines, especially Google has been adding more and more information to the search results aside from the paid and organic results, in order to enhance the search experience.
What are SERP Features?
SERP features are the information that displays in the search results that go beyond organic listings. Since these features stand out on the page, they grab the attention of users more than standard organic listings. Therefore, it is recommended to include SERP feature optimization in your overall digital marketing strategy.
While there are different SERP features, here are three of the most useful features for websites:
SITELINKS
Sitelinks are links to individual web pages within your site that appear underneath the organic result. These links stand out on the page, resulting in an increase in click-through rates (CTR) than standard listings. They also help users find what they are looking for faster.
LOCAL PACKS
A Local pack is a SERP feature wherein Google will display local businesses related to the user’s query. They are typically shown as 3 top results that will open up more local results and map locations when you click “More places”. Local packs are more frequent with mobile queries, especially voice-searches as they are becoming more popular with the rise of mobile search as one of the fastest-growing SEO trends.
FEATURED SNIPPETS
Most of the time, Google displays a featured snippet at the top of the search page in response to actionable queries made by users. Featured snippets provide users with concise direct answers to the user’s queries without having to click through to a specific result. This snippet displays in large fonts in a box raised above the page, giving it great visibility and a high CTR.
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