How to Win Google SERP Features and Optimize for Visibility

How to Win Google SERP Features and Optimize for Visibility


Consider your content material as a ship. If you happen to simply slap one thing collectively, it will not take you very far. In truth, it can most likely sink. However, whenever you plan fastidiously, you may construct one thing to final in stormy climate and hold you afloat.

Equally, just a bit content material planning will help you win a Google SERP characteristic and stand out among the many ocean of blue hyperlinks.

These particular outcomes embody: 

  • Information Panels 
  • Featured Snippets 
  • Native Packs
  • Google Advertisements
  • Wealthy Outcomes
  • Individuals Additionally Ask questions
  • Picture Packs
  • Video Carousels
  • Sitelinks

With a view to get a SERP characteristic in your model, it’s essential optimize your web site’s content material accordingly. This implies ensuring your content material is evident, useful, and arranged in a manner that Google will perceive instantly.

If you happen to really feel a little bit inexperienced whenever you see your competitor’s content material showcased in any of these particular SERP options, all you want is a plan.

On this information, we’re going to cowl a few of the hottest SERP options, how they work, and a plan to get your model featured in them with a little bit little bit of optimization. 

Why Ought to You Care About Successful a Google SERP Function?

You must care about successful a Google SERP characteristic as a result of it helps you are taking up more room on the SERPs. Give it some thought: why do folks largely click on on the primary few outcomes of the SERP? 

It’s as a result of they need their reply now with out scrolling via the limitless ocean of pages and even previous their preliminary viewport. 

Solutions to queries earlier than the fold are extra in style (partially) for that reason. Taking over extra SERP options additionally makes it simpler to carry folks to the place you need in your web site.

Different types of Google SERP features you can win.
Think about if all these SERP options have been linked to your web site.

Plus, it goes past rating simply your web site on Google. 

A featured snippet might embody a video you posted in your YouTube channel. Though a searcher might not pop on to your web site, they’re nonetheless watching your content material. 

This reveals Google that your content material is price selling and it will increase model consciousness on the identical time. 

Win SERP Options 

With a view to get a SERP feature in your model, it’s essential optimize your web site’s content material accordingly. This implies ensuring your content material is evident, useful, and arranged in a manner that Google will perceive instantly. 

One method to make your content material clearer within the eyes of Google is by utilizing structured information, which we’ll present you decrease on this publish.

It additionally means incomes Google’s belief, by establishing your web site as an authority in your subject material and following Google’s pointers. 

Optimizing for SERP Options

In case your web site is trusted by Google, and also you provide content material that’s clear and useful, you may goal some SERP options with some easy practices. 

We’ll present you the right way to:

  • Do key phrase analysis to seek out SERP options alternatives 
  • Make your content material clear and reply the searcher’s question
  • Implement structured information to assist Google perceive your content material
  • Submit your sitemap to Google
  • Use a device to optimize your content material and observe

Do that, and it’s easy crusing to the highest of the SERP. 

What’s the Distinction Between Paid and Natural SERP Options?

The distinction between the 2 in relation to SERP options is one depends on spending (doubtlessly plenty of) cash to get the primary advert place (Google Advertisements and Product Itemizing Advertisements); the opposite on nice content material and clear code. 

There are two typical approaches to rising your on-line visibility in search outcomes: paid and natural. 

In fact, you’re welcome to strive each, however it may be cheaper to give attention to getting site visitors to your web site organically

Plus, there are numerous methods you may optimize your web site for SERP options organically versus just a few with paid. 

Key phrase Analysis for SERP Options

With a key phrase analysis device like Semrush, you may rapidly uncover the precise queries that set off the SERP options you’re after.

First, you may search for alternatives in your competitor’s key phrase profile. 

In case your web site can present one thing higher than your rivals occupying a wealthy end result, Google may substitute your competitor’s snippet with yours. 

Go to Organic Research and kind in a competitor’s web site to begin.

Semrush Organic Research Tool
Semrush Natural Analysis

From the Positions report, you’ve got a number of choices. First, you possibly can filter the report back to solely present SERP characteristic positions your competitor has.

This modifications the whole variety of key phrases, site visitors, and site visitors price estimations above the desk to estimate the area’s site visitors from SERP options solely.


The SERP options that they rank for and acquire site visitors from can be listed within the Positions column, and the opposite SERP options on the SERP can be within the SF column.

Hover over the quantity within the SF column to see the precise SERP options that have been triggered by the key phrase. 


You may also use the SERP options filter above the desk to see all of the key phrases the place your rival occupies a wealthy end result (area ranks in blue), in addition to those the place they don’t (area doesn’t rank). 


Please word: if a SERP characteristic is the sort that enriches an current natural end result (resembling sitelinks, critiques, or a picture), it will likely be discovered underneath the Natural filter, and never the SERP options filter.

In April 2023, we upgraded the SERP options information we’ve got in our toolkit, permitting you to investigate extra options and even estimate site visitors from SERP options. Learn extra about that replace here.

Optimize for SERP Options with Structured Information

As a result of schema markups and structured information assist engines like google perceive your web site higher, implementing it may possibly result in Google supplying you with wealthy outcomes on the SERP. 

Observe these steps to get began:

  1. Research structured data and the way it works.
  2. Discover ways to construct, take a look at, and launch your structured information.
  3. Select the content material belongings in your web site that you simply wish to goal SERP options with.
  4. Observe the General Structured Data Guidelines and apply them accordingly.
  5. Mark up the content material in your webpages properties. These might apply to reviews, FAQs, job listings, and many others. If you have already got data within the Information Panel however need it to get up to date, use Google’s guide for that. 
  6. Run Google Rich Results Test to test in case your content material is optimized for SERP options. If carried out accurately, structured information might allow particular search end result options and enhancements in your web site’s content material. 

Sitelinks are the extra blue hyperlinks that accompany an natural search end result, resulting in completely different areas of the identical web site.

This SERP characteristic can provide your model extra room on the outcomes web page whereas additionally giving customers extra choices on how they’d wish to enter your web site. 

You’ll be able to optimize your structured information for sitelinks with what Google calls WebSite structured information. Do that by implementing this sort of structured information in your homepage.

If you happen to do, Google would possibly reward you with a sitelink search field to get potential searchers that a lot nearer to looking your web site. 

screenshot of sitelinks

Extra methods to encourage Google to offer your web site sitelinks: 

  • Submit your sitemap (and ensure it’s clear) 
  • Create breadcrumbs to assist crawlers navigate your web site 
  • Validate your web site’s search box
  • Use canonicals accurately 
  • Use JSON-LD to create structured information (per Google’s suggestion) 

Sitelinks are a straightforward method to take up as a lot actual property on the SERP as potential. Taking the time to optimize for sitelinks may increase site visitors to your web site as a result of searchers are inclined to click on on what’s above the fold probably the most (they’re making an attempt to go snorkeling, not scuba diving). 

How Do You Get Wealthy Snippets?

Rich snippets (now known as wealthy outcomes) are any sort of search itemizing that shows visible or interactive information. So, not every bit of content material in your web site wants structured information to realize SERP options. 

These embody rankings, occasion data, information units, FAQs, and extra. They will seem on any search engine outcomes web page. 

You’ll be able to enhance your probability of snagging wealthy outcomes with structured data. Inserting these information markups into the top of your code is a straightforward manner to ensure engines like google perceive what your article is about and perceive the connections between ideas and pages in your web site. 

And which means a higher probability of successful some extra SERP options in your web site. 


Have a web site that options recipes? Structured information can be your greatest pal. 

Use JSON-LD to create structured information in your recipe’s web page to optimize it for the SERPs: 

example of structured data code for a recipe schema

Google additionally mentions that critiques and visuals (particularly movies) will help improve these possibilities of turning your plain hyperlink right into a wealthy end result. 

Although structured information optimization doesn’t assure that you may be current on search end result options, following these steps might increase the possibilities in your content material to get them. 


Example of recipe rich snippet that adds a review preview you can optimize for

On the subject of recipes, do you discover these 5 stars proper above the sitelinks? You may also use structured information to show overview rankings as a wealthy end result within the type of a review schema

This helps present belief to your readers and is one other method to take up extra search actual property with clear code. 

As you get extra into structured information, you need to use the Semrush Site Audit Markup report back to test your markups and see what share of your web site makes use of Schema. 

Where to click to see a domain's use of schema
Dashboard of Site Audit that shows a domain's use of schema

Optimize for featured snippets by creating content material that’s higher than your competitor’s. Simpler stated than executed, proper? 

Whereas it is by no means straightforward to overhaul a powerful competitor, there are some easy strategies to encourage Google to select your web page for a featured snippet. 

First, it’s essential to know the commonest varieties of featured snippets. These are:

  • Lists 
  • Tables
  • Movies
  • Paragraphs (e.g. definition field)

A part of creating content material that’s higher than your competitor’s content material is making it straightforward to learn. Lists, tables, and movies can all be simpler to digest than lengthy paragraphs. So, to focus on a featured snippet, be sure your content material is in bite-size chunks. 

The simpler it’s for folks to learn, the better it will likely be for Google to grasp your content material. 

You can also make your content material simpler to learn with the assistance of instruments just like the On Page SEO Checker (featured under) and the SEO Writing Assistant (SWA). 

The SWA device can grade your readability rating as you write in real-time, serving to you hone in on hard-to-read sentences and make them simpler to learn. 

The On Web page website positioning Checker analyzes the readability rating of top-ranking pages within the SERPs (proven under). It helps you perceive whether or not or not it’s essential make your content material simpler to learn to have a greater probability of beating your SERP opponents. 

Win Google SERP features with SEO On Page Checker to see your content's readability

Making content material straightforward to digest usually will depend on the way you construction your content material. That features: 

  • Chunking up your content material into bite-sized paragraphs 
  • Utilizing numbered or bulleted lists the place it suits 
  • Making your content material straightforward to skim with headers (together with h2s, h3s, h4s, and many others.) 
  • Including photographs, GIFs, or movies that add which means to your content material 

Optimizing for lists and tables may be easy. Use the precise HTML format for tables and lists together with higher content material than your opponents and there’s a good probability you’ll snag the snippet. 

Google favors content material that makes it straightforward to seek out solutions. 

How so? 

Making it straightforward to seek out the query (aka question) that’s at hand and making it simply as straightforward to seek out the reply. Attempt to construction your content material in a Q&A format to seize the definition field and safe place 0. 

Featured snippets that characteristic movies appear to perform in the identical manner: make it straightforward for Google and readers to establish what query you’re answering. 

Right here’s some perception from How To Optimize for Google Featured Snippets [Research]

29% of key phrases with a featured snippet began with a question-based phrase, resembling “why,” “do,” and “can.” 

Increase your possibilities by phrasing your title and headers with question-based phrases. And, as at all times, make it possible for the key phrases you utilize match search intent. You could find this out with the Search Intent filter within the Key phrase Magic Instrument.

Additionally, search for long-tail keywords. Key phrases like these are typically extra particular, which interprets into extra particular search intent. 

Why You Ought to Optimize Your Content material for Featured Snippets 

In line with the study we performed in 2020, 19% of SERPs on the time had featured snippets. One other enjoyable truth is that these featured snippets take up 50% of a cell display. 

The large takeaway right here is that it’s essential optimize for featured snippets if you wish to get your viewers’s consideration whereas they’re utilizing search on their cell units. 

Professional tip: Learn the Featured Snippets Report handbook for extra assist.

Featured snippets, particularly on cell, take up a big chunk of actual property on the display. And you’ll personal that actual property along with your natural content material—doubtlessly touchdown your model an enormous quantity of visibility. 

Three Instruments to Optimize Your Content material for Featured Snippets 

Three Semrush instruments particularly that may aid you on this step are On Web page website positioning Checker, website positioning Content material Template, and website positioning Writing Assistant.

We advocate utilizing all the three instruments to optimize your current pages and including new content material to your web site to win these featured snippets. 

On Page SEO Checker

This device allows you to enter your touchdown pages and goal key phrases after which returns with particular optimization concepts you may take to assist your current pages each rank and purchase SERP options in your goal key phrases. 

SEO Content Template

This device will define a template for brand new content material that particularly targets your key phrase and SERP options. This can aid you get began whenever you wish to goal a brand new key phrase that you’re at the moment not focusing on. 

SEO Writing Assistant

Examine the potential website positioning efficiency, readability, and originality of your content material items, primarily based on suggestions given by website positioning Content material Template.

Get SERP Options with Individuals Additionally Ask (PAAs) 

One of the best ways to rank for PAAs is to optimize your content material that’s already performing properly with question-based key phrases. 

A study on PAAs we performed in 2020 discovered that the overwhelming majority of content material that went on to look on this SERP characteristic was already rating within the SERP’s prime 3 natural outcomes. 

If you happen to’re already rating within the 3, what’s the purpose of making an attempt to rank for this sort of SERP characteristic? 

Trace: it’s some extent we hold harping on—internet actual property. The more room your web site takes up on the SERP, the higher the prospect is that individuals will click on via to your web site. Apart from that, it additionally will increase model consciousness. 

Unsurprisingly, the research additionally discovered that 86% of PAAs have been triggered by question-based key phrases. 

A method you may sort out this a part of your successful SERP technique is by wanting on the PAAs focused by a key phrase your content material ranks for already. As an illustration, for those who rank for “use common bananas for banana bread,” then contemplate turning that right into a query to focus on the PAA.

Example of the people also ask SERP feature

Discover Key phrases for PAAs

One other manner is by getting into a core key phrase within the Key phrase Magic Instrument, which can generate as many associated search phrases as potential. 

Then, you may set a Questions filter to show a search question right into a question-based key phrase. Additionally, be happy to take a query you see on the PAAs and pop it into the Key phrase Overview device to see the potential site visitors your content material may get if it ranked for this SERP characteristic. 

screenshot of Keyword Magic Tool where you can see how to find question-based keywords

You may also discover key phrases that set off a PAA end result with the Key phrase Magic device with the SERP Options filter. It’s underneath Superior filters and you need to use it to see which key phrases set off all types of SERP options. 

Find keywords that rank for a people also ask snippet in Keyword Magic Tool

It may assist to make use of the Questions filter with the SERP Options to seek out the perfect queries to focus on in your content material technique. 

You’ll be able to choose probably the most becoming key phrases in your web site by clicking the button with the plus signal and sending them to the Keyword Manager to avoid wasting your analysis. 

In Key phrase Supervisor, you may collect all of the key phrases you might be working with, and group them into thematic lists to groom your listing of key phrases. 

Screenshot of Keyword Manager to help find SERP feature opportunities

Monitor Your Progress as You’re Optimizing for SERP Options

From Key phrase Supervisor, you may mechanically ship key phrases to the Position Tracking device by clicking the “Ship to different instruments” button and choosing Place Monitoring to both create a brand new marketing campaign or hook up with an current marketing campaign. 

There, you can begin monitoring your individual, in addition to your opponents’ rankings and all the triggered SERP options.

See Which SERP Options Are Proper for You 

Do not forget that success takes experimentation, information gathering, SERP analysis, and naturally, endurance. Hopefully, you’re able to navigate via the ocean of SERP outcomes proper to the floor. 

Check out the next to get extra SERP options: 

  • Use key phrase analysis to tell your SERP characteristic technique
  • Create and optimize content material to make it readable and concise
  • Use structured information to assist Google perceive your content material
  • Submit your sitemap to Google
  • Arrange Place Monitoring to watch your progress

Now go check out a few of these methods and tell us what works greatest for you.


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