Artificial intelligence is rewriting the rules of search. As Google continues integrating AI-driven elements, search engine results pages (SERPs) are becoming increasingly dynamic and unpredictable. This raises the stakes for businesses relying on SEO for lead generation and brand building.
Enter SERP features—built-in shortcuts for visibility on Google. Featured snippets and AI overviews now dominate prime search real estate. With less than 2% of first-page results lacking SERP features, businesses must learn how to adapt or risk fading into the background.
Understanding The Different Types Of SERP Features
Google’s SERP features have come a long way since the early 2000s. While some, like featured snippets, have been around since 2014, others—like AI overviews—were only added in 2024.
These elements enhance the search experience by delivering quick answers, interactive content and visuals. They’re continually evolving to keep users engaged.
Here’s a look at some of the most prominent SERP features:
• Featured snippets are highlighted answer boxes at the top of search results that provide brief, structured responses to user queries. They appear in paragraph, list and table formats and boast a 42.9% average click-through rate, making them highly coveted.
• AI overviews use machine learning to summarize data from various sources and present it at the top of SERPs. Google began rolling out AI overviews in U.S. search results in May 2024. By April 2025, top-ranking pages had a 34.5% lower average CTR in searches where AI overviews were present.
• Knowledge graphs are right-side information panels that offer key details on people, places and businesses. They’re less about CTR and more about credibility. Up-to-date business listings, Wikipedia pages and authoritative links help strengthen brand presence.
• Local packs, also called map packs, display a map and a list of nearby businesses related to user search queries. Maintaining accurate Google Business Profiles (previously Google My Business), using location-based keywords and earning positive reviews improve visibility.
• The “people also ask” feature is a dropdown of related questions that expand within SERPs. Answering popular questions with structured content increases placement chances.
• Image packs and video carousels are visual content that break up text-based elements on results pages. Optimizing images with descriptive alt text and creating high-quality videos answering queries helps rankings.
How Do SERP Features Impact SEO Rankings?
Why is it important to optimize for SERP features? They directly influence SEO performance in a few key ways:
Maximizing Search Presence
Ever hear the adage “It’s all about location?” Many SERP features show up above “classic” organic listings in the search results. If you’re not featured, a competitor likely is. Elements like featured snippets and AI overviews occupy “position zero,” immediately capturing user attention at the top of the page. This prime placement makes SERP features a crucial tool for businesses looking to stand out.
Appearing in SERP features, along with your organic listing, also enables you to take up as much real estate on the page as possible.
Boosting CTR And Engagement
The higher up the page you are, the more clicks and engagement you’ll likely receive. SERP features take up prime real estate, drawing attention and clicks. Features like video carousels and image packs are particularly engaging, making them valuable for capturing user interest in crowded niches.
How Can Businesses Optimize For SERP Features?
At a time when moving up a single position in the SERPs increases relative CTR by 32.3%, the question isn’t whether you should leverage SERP features—it’s how you can use them to your advantage. The following tactics can help you do just that.
Strategically Structure Your Content
To rank in SERP features, make sure your website content is clear and informative, and that it directly answers user queries. Providing concise responses to who, what, when, where, why and how questions improves the likelihood of appearing in featured snippets and the knowledge graph. Likewise, using bullet points, tables and structured formatting enhances readability and ranking potential.
Capitalize On Schema Markup
Schema markup helps Google understand content, increasing the chances of appearing in SERP features. This is especially true for businesses with physical locations, as local schema markup improves visibility in the local pack.
Target Long-Tail Keywords
Focusing on specific, highly relevant queries coordinates content with user intent, boosting the probability of capturing high-value SERP placements.
Prioritize On-Page SEO And Content Strategy
Aligning content with search intent boosts your chances of showing up in SERP features. Use clear headings, bullet points and concise meta descriptions.
Invest In Imagery
Image packs appear in over half of search results, making visual content like infographics and charts incredibly valuable for rankings.
Emphasize Mobile Optimization
Many SERP features, including the local pack, are frequently viewed on mobile devices. Mobile-friendly sites help capture local search traffic.
Update Content Frequently
Google favours fresh content in features like the knowledge graph and “people also ask.” Regular updates improve your relevance and increase your chances of ranking in dynamic search results.
Secure Your Spot In SERP Features
As AI continues to reshape search, rankings are more unpredictable than ever. SERP features offer a critical advantage, helping businesses remain visible and easily discoverable. Make sure you understand and optimize for these elements to stay ahead in 2025 and beyond.
Feature Image Credit: Getty Images
By Jonathan Schwartz
Jonathan Schwartz, CEO and Co-Founder of Bullseye Strategy. Read Jonathan Schwartz’ full executive profile here. Find Jonathan Schwartz on LinkedIn and X. Visit Jonathan’s website.
