Aiming for the top spot in Google used to mean you were winning in SEO. But today’s search results page is crowded with additional elements known as SERP features, and they now take up 65% of the attention. Traditional rankings alone won’t capture the same traffic they used to. SERP features like featured snippets, video results, and rich results have shifted the game, providing new ways for content to reach users—and for users to find what they need.
Why SERP Features Matter
If you’ve searched for anything recently, you’ve probably noticed how Google fills the page with elements beyond just links. These SERP features reshape user behavior, with the top spot not always meaning the most clicks. In fact, featured snippets—those text boxes that answer questions right on the results page—get nearly half of all clicks on relevant searches. This makes them prime real estate, often pushing traditional organic results lower or even off the first page.
Focusing on optimizing your content for these features helps it stand out in a competitive space. And while traditional SEO remains valuable, content that’s crafted for featured snippets and other SERP features will reach more users and engage them more directly.
Key SERP Features and How They Help Your Traffic
Google’s different SERP features present unique opportunities for getting noticed. Let’s explore the key ones and why they’re so important.
Featured Snippets
Featured snippets appear right at the top, often before the #1 result, and give searchers direct answers. They drive higher click-through rates (CTR) than the top organic listing—up to 42.9%, almost half of all clicks. When users see a clear, direct answer, they’re more likely to click to learn more. For businesses, this is a quick way to be seen as an authority.
To increase your chances of appearing in featured snippets, structure content to answer common questions in simple, clear terms. Include brief explanations or bullet points, as these formats match the structure Google favors for snippets.
Video Results
Videos are now a core part of search results, particularly for “how-to” or visually engaging topics. Listings with videos generate 157% more organic traffic than text-only results. Users are drawn to visual content, and Google has responded by featuring videos more prominently.
For a better chance of having your videos show up in search results, use clear titles and descriptions, optimize for YouTube, and add relevant schema. Videos not only bring more visitors but also keep them engaged longer, helping your overall ranking by showing Google that users find value in your content.
Rich Results
Rich results go beyond the basic blue link and text preview. They can include elements like images, star ratings, or prices, helping your listing stand out. These results have a higher CTR than standard results—58% compared to 41%—giving a notable advantage. Users are more likely to engage with listings that provide more information up front.
To qualify for rich results, use structured data to show Google what information to display. For example, schema can add product details, reviews, or other visuals that help users understand your content directly from the search page.
Mobile-Specific Features
Today, over 92% of internet users access the web on mobile devices, making mobile optimization essential. Google’s mobile results often differ from desktop, with a compact layout and touch-friendly features. Local businesses, for example, can appear in “local packs,” which highlight the top three businesses relevant to a mobile searcher’s query. These packs are prominent, especially on mobile, where they get more attention.
To succeed in mobile search, ensure your website is responsive, loads quickly, and is easy to navigate on a small screen. Pages that are optimized for mobile speed and user experience perform better in mobile search results.
AI-Powered Overviews
AI-powered overviews are quickly becoming a staple SERP feature.
These overviews use artificial intelligence to generate quick, concise summaries of complex topics, providing searchers with instant insights without needing to click through.
This feature, often highlighted at the top of search results, aims to provide users with context and core details from trusted sources.
AI overviews enhance user experience by offering more immediate, relevant information—especially useful for complex, high-level queries.
For example, if someone searches for “digital marketing strategies,” an AI-generated overview might provide a summary of key tactics or trends.
By distilling valuable information into a single, easy-to-read snippet, this feature can capture attention before traditional listings, reshaping how users interact with search results.
Creating Content for SERP Success
To gain and keep SERP features, a strong content strategy is essential. Here are some approaches to make your content more likely to appear in these high-visibility spots.
Long-Form Content
Longer content—pieces over 3,000 words—gets more attention from both users and search engines. Articles of this length attract about three times more traffic than shorter ones, mostly because they cover topics in greater depth. Longer articles are also more likely to answer multiple related questions, which helps them rank for a wider variety of search terms. In addition, this type of content gets four times more shares and more backlinks, further boosting its visibility.
Regular Blogging
Businesses that regularly publish new content get nearly twice as many backlinks as those that don’t. Blogging creates fresh entry points for users and helps establish topical authority. Each new post adds another chance to rank and builds the authority of your site overall.
Tips for Structuring Content to Win SERP Features
For your content to perform well in search, it should be structured in a way that’s easy for users to read and for search engines to understand. Here’s how to set it up for success.
- Organize Topics: Cover your main topic and related subtopics in one place. This helps search engines see that your page thoroughly addresses the subject.
- Direct Answers: Include answers to common questions in a clear, concise format. This structure works well for featured snippets.
- Research-Backed Content: Use data or statistics to back up your points. This builds authority and trust with readers.
Using Schema Markup
Schema markup is a type of structured data that helps search engines better understand your content. Adding schema makes it more likely that Google will display enhanced elements, like star ratings, images, or FAQs, directly on the results page.
- Choose Relevant Schema: Use types that fit your content. For example, an FAQ schema works well for Q&A-style pages, while a Video schema fits instructional or explainer videos.
- Validate Regularly: Check your schema to make sure it’s error-free. Correct, valid schema increases your chances of being featured in rich results.
Focus on Mobile Performance
A smooth mobile experience matters to users and search engines alike. Optimizing for mobile means ensuring that your content is easily accessible, fast, and works well on any screen size.
- Responsive Design: Your site should look and work the same across devices.
- Faster Loading Times: Compress images and use caching to improve load speed. A faster site improves the user experience, reduces bounce rates, and can improve rankings.
- Lazy Loading: Load images only as users scroll down the page, which speeds up the initial load time.
Increasing Your Visibility with SEO Support
With SERP features continuing to grow, there’s a lot to keep up with.
I can help you create and refine your SEO strategy to include these new opportunities.
Our team will work with you to improve your site’s visibility, enhance the user experience, and secure featured snippets, video placements, and rich results.
