SERPs & Search Features
The Search Engine Results Page (SERP) is more than ten blue links. Knowing its features helps you decide what to target and how to win visibility.
Organic vs paid results
Organic results are the free listings ranked by relevance — this is what SEO targets. Paid results (ads) sit at the top and bottom, marked “Sponsored”. Advertisers pay for those clicks.
Rich features to know
- Featured snippet — a boxed answer pulled from a page, shown above result #1.
- People Also Ask — expandable related questions.
- Knowledge Graph — the info panel on the right for brands, people and places.
- Local pack — the map with three nearby businesses.
- Image, video and shopping results.
Try it yourself
Search “how to tie a tie”. Notice the featured snippet with steps, the People Also Ask box, and video results. Each of these is a separate opportunity to appear, even if you are not ranked #1 in the classic list.
Pro tips
- Target featured snippets by answering a question clearly in 40 to 60 words.
- Use the People Also Ask questions as ideas for your content and FAQs.
- For local searches, a Google Business Profile is essential to appear in the map pack.
Common mistakes
- Ignoring SERP features and only chasing the #1 organic spot.
- Not checking what the SERP looks like before targeting a keyword.
- Confusing ads with organic results when analysing competitors.
Summary
The SERP contains organic and paid results plus rich features like featured snippets, People Also Ask, the Knowledge Graph and local packs. Each feature is a chance to be seen.