For example, if the intent is to find a local business, Google might show a map pack or local pack with relevant listings. Based on the user's intent, the algorithm may display specific SERP features that are likely to meet the user's needs. User Intent: Google tries to understand the intent behind a search query. SERP features are designed to enhance the search experience by providing additional information directly on the results page. The algorithm evaluates the content and structure of web pages to determine their relevance to the search query. Relevance: Google aims to provide the most relevant results for a user's query. The specific factors that influence the presence of SERPs features can vary depending on the search query and context, but here are some general considerations: How does Google decide what SERPs features appear? Whereas People Also Ask can result in a welcome boost of traffic, since users are likely in a deeper research phase – and more likely to click through to your website from the FAQs. For example, appearing in Rich Answers which provide instant answers to simple questions like ‘How tall in Big Ben?’ is unlikely to drive traffic to your website as links are not included. What are the benefits of SERPs features?īy nature, appearing in SERPs features – usually at the top of search results - increases the visibility of your brand and content to users, and therefore the chances of users clicking through to your website.Īlthough the purpose of SERPs features is arguably to keep you on search engines’ results pages – rather than taking you away to websites – the increase in visibility often results in a significant boost in traffic to your website.Īppearing in some SERPs features has more benefits than others though.

Not only this, but the quality in traffic is arguably better thanks to Google’s commitment to answering users’ queries as efficiently as possible - thus reducing the need to bounce around for the right answer.

Which means that it’s more important than ever to optimise content for SERPs features. Whilst decreases in traffic have been observed across industries over the last few years, the flipside is that appearing in SERPs features has a significantly positive impact on website traffic and engagement. With the purpose of Google’s SERPs features being to keep users on Google’s pages, some argue that website engagement has inevitably declined due to the convenient nature of search results. How SERPs features impact website engagement There are organic SERPs features and paid SERPs features. They typically appear at the top of search results, and their purpose is to provide quick, relevant information directly on the results pages, sometimes without needing to click through to a specific website. SERPs features are anything that appears in search engines’ results pages that aren’t regular blue links. How does Google decide what SERPs features appear?.What are the benefits of SERPs features?.How SERPs features impact website engagement.Keep reading as we guide you through Google’s latest SERPs features. Understanding Google’s SERPs features and how to optimise your content for them is key. Now, with over 17 different SERPs features, search results are more dynamic than ever – and there are countless opportunities for your content to appear in the top spaces. Google’s search results have long surpassed the days of simple blue links.

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