SERP feature
Non-classic result units such as maps, videos or AI Overviews.
What a SERP feature is
A SERP feature is any element on a search results page other than a standard organic listing. Examples include map packs, AI Overviews, featured snippets, "People also ask", image and video carousels, shopping results, top stories, knowledge panels and sitelinks. Which features appear depends on the query and changes over time.
What it looks like
A kitchen fitter sees that searches for "small kitchen ideas" show an image pack near the top. His project pages already have great photos, but they're tiny and named with camera numbers. Better image sizes, descriptive file names and alt text help his photos appear in that pack.
What it means for your clicks
Features change what "ranking" means. For a search that shows a map pack and videos, the best route to visibility may be your Business Profile or a short video, not just a web page. Features also come and go. Google has retired several, such as FAQ and HowTo rich results, so chasing one feature is risky.
For local businesses, the map pack is the feature that matters most. For shops, product listings and images. Knowing which ones appear for your searches tells you where to spend limited time.
How to see where you appear
Search your key phrases and note the features on each results page. Search Console's Performance report has a "Search appearance" filter showing some feature types for your site. Compare where your customers' searches show maps, videos or images, and match your effort to those formats.
Wrong assumptions
- Assuming every query has the same layout.
- Investing heavily in a feature that Google may retire.
- Marking up content purely to chase a feature rather than to describe it accurately.
- Forgetting to check mobile, where features take up more of the screen.
Related search results terms
- SERP: Search engine results page: the page of results a search engine shows for a query.
- Featured snippet: A highlighted answer box Google sometimes shows.
- Local pack: The map-based local results block on many Google SERPs.
- AI Overview: Google's AI-generated summary unit on some queries.
Start with a free SEO audit
Your whole site, audited free. No card and no obligation.