SERP features

As of 2026, the main features are: AI Overviews and AI Mode, featured snippets, People also ask, knowledge panels, sitelinks, image, video and news packs, the local pack, shopping results, top stories, Discussions and forums, and ads.

• Examples you will see: a featured snippet box above result one, a People also ask accordion, a 3-pack of maps for "coffee near me", an image row for "how to tie a tie", sitelinks under your homepage when someone searches "yourproduct.com".
• Rank trackers report which features appear on each tracked query. A SERP checker lets you confirm the page makeup by location and device.

Features reveal the intent Google assigned and they take clicks from the organic results below them. If a query shows ads, a shopping block and a local pack, do not expect a how-to guide to win clicks there.

They also create new ways to appear. A page can win the featured snippet, a PAA expansion, or an image slot. Others come from different sources, like the local pack from Google Business Profiles, the shopping block from product feeds, or knowledge panels from entity data.

1. 1

   Pick the queries that matter

   List your head terms and their close variants. Include product terms like "yourproduct analytics", and problem terms like "track SaaS signups".

2. 2

   Check the live SERP

   Search in an incognito window. Set the location if it is local. Note the order: ads, AI Overview, snippet, PAA, packs, organic, etc.

3. 3

   Record what you see

   Log the features, their positions, and the page types that show. Example: for "pricing strategy", note a snippet, PAA and a Discussions and forums block.

4. 4

   Track changes over time

   Use a SERP checker or your rank tracker’s feature flags to watch which features appear more often and where your page sits beneath them.

A quick read of three to five priority queries is enough to set direction. Recheck after you ship a page change or a new asset.

• Featured snippet: Answer the core question in 40 to 60 words near the top. Use the exact query as a subheading. For "what is cohort analysis", add a clean paragraph answer then detail below.
• People also ask: Mirror the phrasing of the PAA questions on a relevant page. Add short, direct answers, then expand. Link the question in a table of contents.
• Images: Add descriptive, original images, alt text, and a relevant file name. For a guide at /guides/getting-started, include one or two labelled diagrams.
• Videos: If the SERP shows a video pack, embed a short demo or publish to a channel with a clear title and chapters that match the query.
• Sitelinks: Use clear navigation and internal links. Give your homepage distinct anchors like Pricing, Docs, Blog. Avoid duplicate titles.
• AI Overviews: Cover the entities, steps and citations a model could lift. State facts plainly, cite your sources, and avoid fluff. See our guide on ranking in AI Overviews.

You cannot directly win knowledge panels, the local pack, shopping results or news and top stories without their specific feeds or listings. For local intent, set up and maintain your Business Profile. For shopping, use product feeds and structured data on product pages.

A fixed page looks like this: on "/pricing" add an FAQ that answers "Is there an annual discount?" and "Can I cancel?" to target PAA, then tighten the title to fit about 60 characters.

• Chasing the wrong intent: If the SERP shows shopping and local, your blog post will struggle. Target a query with informational features instead.
• Ignoring feature position: A snippet above the fold can halve clicks below. Aim to be the snippet or switch to a nearby query with fewer blockers.
• Over-formatting: Do not stuff every page with FAQs and lists. Match the SERP. If rivals win with a comparison table, add one where it fits.
• Forgetting image quality: Image packs prefer clear, relevant images. Stock art with generic alt text rarely wins.
• Not measuring impact: Track clicks and positions after a change. If clicks fall while impressions rise, a new feature may have appeared above you.