The world of SEO is ever-changing, and 2025 is shaping up to be no exception.
With search engines continuing to evolve, the way users interact with search results is shifting dramatically.
One of the most significant developments in recent years is the rise of SERP features – those extra elements on the search results page that go beyond the traditional blue links.
From featured snippets to knowledge panels, SERP features are transforming how businesses attract traffic and engage with audiences.
Let’s explore the role they play in modern SEO and how you can adapt your strategy to stay ahead.
What Are SERP Features?
Before diving into their impact, let’s clarify what SERP features are.
Put simply, they’re enhancements to Google’s search results that provide users with more information directly on the results page.
These can include featured snippets, People Also Ask boxes, local packs, video carousels, and much more.
Unlike traditional organic listings, SERP features are designed to deliver quick, useful answers without requiring users to click through to a website.
While this can be a challenge for businesses aiming to drive traffic, it also offers incredible opportunities to increase visibility and authority.
If you’re looking to improve SEO for your small business, check out how to improve your small business SEO on a budget for actionable strategies.
Why SERP Features Matter More Than Ever
User behaviour is changing.
Many searches now end without a single click, thanks to the rich information provided by SERP features.
This phenomenon, often referred to as “zero-click searches,” highlights the importance of securing these valuable positions.
SERP features also dominate the visual space on a search results page, often appearing at the top or in eye-catching formats.
This means they’re not just an add-on; they’re often the first thing users see.
If you’re not optimising for them, you could be missing out on valuable exposure and credibility.
For tips on navigating local SEO, check out local SEO tips every small business should know.
Key SERP Features to Focus on
Featured Snippets
These are the concise answers that appear at the top of a search results page, often referred to as “position zero.”
To earn this spot, your content needs to be clear, well-structured, and directly answer user queries.
Using lists, tables, or concise paragraphs can improve your chances.
People Also Ask (PAA)
This expandable list of related questions provides users with additional insights.
To feature here, it’s essential to anticipate the questions your audience might ask and provide thorough, engaging answers within your content.
Knowledge Panels
Knowledge panels display detailed information about a specific entity, such as a brand or person.
They rely heavily on structured data and authoritative content.
Building your brand presence online and optimising for schema markup can help secure a spot here.
Local Packs
For businesses with a physical presence, appearing in the local pack is critical.
These results show nearby businesses relevant to a user’s query.
Optimising your Google My Business profile, gathering positive reviews, and ensuring consistent local citations are key strategies.
Learn more about SEO for local businesses in SEO tips for small businesses.
Video and Image Carousels
Visual content is increasingly important in search results.
Optimising videos with descriptive titles and engaging thumbnails, along with using relevant keywords for images, can improve your visibility in these carousels.
How to Optimise for SERP Features
Craft Content for Voice Search
Voice search is becoming more prevalent, and SERP features often align with how people ask questions verbally.
Create content that’s conversational, direct, and tailored to long-tail keywords.
Leverage Structured Data
Structured data, or schema markup, helps search engines understand your content better.
It’s a crucial tool for making your website eligible for many SERP features, such as rich snippets and knowledge panels.
Focus on Multimedia
Engaging visuals, videos, and infographics not only improve user experience but also boost your chances of appearing in visual SERP features.
For more advanced strategies, check out top SEO strategies for small businesses in 2024.
Monitor Competitor Activity
Keep an eye on which SERP features your competitors dominate.
This can provide valuable insights into gaps in your strategy and areas for improvement.
Challenges in Optimising for SERP Features
While the benefits are clear, optimising for SERP features comes with challenges.
Zero-click searches can reduce traffic to your site, even if your content appears prominently.
Additionally, Google’s algorithms are constantly changing, making it essential to stay adaptable and up-to-date.
Balancing traditional SEO with SERP feature optimisation is another hurdle.
While these features are important, they shouldn’t come at the expense of a solid foundation in organic rankings.
FAQs About SERP Features and SEO
What are the most important SERP features for my business?
It depends on your industry and goals.
For local businesses, local packs and reviews are essential.
For informational sites, featured snippets and People Also Ask boxes hold the most value.
How do SERP features impact click-through rates?
SERP features can significantly boost click-through rates if optimised correctly.
However, they can also reduce clicks if users find the answer they need directly on the search results page.
Is structured data necessary for all websites?
Structured data is not mandatory, but it’s highly recommended for any site aiming to appear in rich results.
It makes your content more accessible to search engines and increases your chances of being featured.
Can small businesses compete for SERP features?
Absolutely.
With well-targeted content and a focus on local SEO, small businesses can appear in SERP features like local packs and People Also Ask boxes.
Looking Ahead: The Future of SERP Features
As technology evolves, so too will SERP features.
Expect to see even more AI-driven enhancements, such as hyper-personalised results and interactive elements.
Staying proactive and investing in forward-thinking strategies will be essential for success.
SERP features are no longer optional in the world of SEO.
They’re a vital part of any comprehensive strategy, offering unique opportunities to connect with audiences and establish authority.
By understanding their importance and implementing the right tactics, you can secure your place at the forefront of search results in 2025 and beyond.
