SERP Features 2019: 36 and counting!

05 Jun 2019

SEO Team Director

SERP Features 2019: 36 and counting!

What are SERP Features?

SERP features describe additional elements used in Google Search Engine Results Pages (SERPs). These are anything outside of the standard Organic or Paid listings, and can include anything from Sitelinks on a specific result, to Answer Box Results (ABRs)

Glossary

      1. Accelerated Mobile Pages (AMP)
      2. Answer Box Results (ABRs)
      3. App download
      4. Discover More Places
      5. FAQ’s
      6. Featured Snippets
      7. Google Flights (Paid)
      8. Google Hotels (Paid)
      9. How To (1-2)
        1. How To Drop-downs
        2. How To Carousel
      10. Images (1-3)
        1. Organic, Image
        2. Carousel, Organic, Image
        3. Images
      11. Jobs Search
      12. Knowledge Card (no site reference)
      13. Knowledge Card (Advanced): Sports
      14. Knowledge Graph Carousel (Places, People Things)
      15. Knowledge Panel – Brand
        1. Brand – Google My Business
        2. Brand – Knowledge Graph
      16. Knowledge Panel – Other
      17. New Packs & News Carousels
      18. People Also Ask (PAAs)
      19. People Also Search For
        1. PAA Style
        2. Individual Listing
      20. Places & Map Packs
      21. Podcasts
      22. PPC ads (Paid)
      23. Ratings & Reviews (GMB)
      24. Recipes
      25. Refine by
      26. Related Searches
      27. Research Carousel
      28. Scholarly Articles
      29. Search Box
      30. See Results About (Knowledge Panel Links)
      31. Shopping (Paid)
      32. Sign in (Voice Assistant)
      33. Sitelinks & Jump to’s
      34. Translate
      35. Twitter Box
      36. Videos
        1. Video Answers
        2. Video Carousels

1. Accelerated Mobile Pages (AMP)

  • Display name in STAT: “amp (news)”, “amp (organic)”, “amp (recipes)”
  • Impact on Organic/Paid: 2/10 Affects speed of page so could increase CTR
  • Visible on: Mobile Only
  • Powered by: On Page Optimisation
  • Paid? No

2. Answer Box Results (ABRs)

3. App Downloads

  • Display name in STAT: “app download”
  • Impact on Organic/Paid: 4/10 Naturally only found on mobile.
  • Visible on: Mobile Only
  • Powered by: App Store
  • Paid? No

4. Discover More Places

  • Display name in STAT: “explore” (beware: often appears in rank 104)
  • Impact on Organic/Paid: 3/10 Almost exclusively used as a secondary SERP feature further down the page
  • Visible on: Mobile & Desktop
  • Powered by: Google Maps / Google My Business (GMB)
  • Paid? No

5. FAQs

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 4/10
  • Visible on: Mobile & Desktop
  • Powered by: Schema Markup
  • Paid? No

6. Featured Snippets

  • Display name in STAT: “answers (list)”, “answers (paragraph)”, “answers (table)”, [also: “answers (carousel)” tested by Google then disappeared, “answers (videos)” in Videos section]
  • Impact on Organic/Paid: 6/10 Answer Boxes improve CTR, on average they secure a 32.3% CTR
  • Visible on: Mobile & Desktop
  • Powered by: On Page Optimisation
  • Paid? No

7. Google Flights

  • Display name in STAT: “flights”
  • Impact on Organic/Paid: 8/10 easy to use tool that aggregates all flight companies via paid feeds
  • Visible on: Mobile & Desktop
  • Powered by: Paid Feed
  • Paid? Yes

8. Google Hotels

  • Display name in STAT: “placesv3” (no exclusive id)
  • Impact on Organic/Paid: 8/10 easy to use tool that aggregates all hotel providers via paid feeds
  • Visible on: Mobile & Desktop
  • Powered by: Paid Feed
  • Paid? Yes

9. How To

9a. How To – Format 1

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 4/10
  • Visible on: Mobile Only
  • Powered by: Schema Markup
  • Paid? No

 

9b. How To – Format 2

  • Display name in STAT: “organic, image”
  • Impact on Organic/Paid: 4/10
  • Visible on: Mobile Only
  • Powered by: Schema Markup
  • Paid? No

10. Images

10a. Images – Format 1

  • Display name in STAT: “organic, image”
  • Impact on Organic/Paid: 4/10
  • Visible on: Mainly Mobile, Sometimes Desktop
  • Powered by: On Page Optimisation
  • Paid? No

 

10b. Images – Format 2

  • Display name in STAT: “carousel, organic, image”
  • Impact on Organic/Paid: 4/10
  • Visible on: Mainly Mobile, Sometimes Desktop
  • Powered by: On Page Optimisation
  • Paid? No

 

10c. Images – Format 3

  • Display name in STAT: “images”
  • Impact on Organic/Paid: 1/10
  • Visible on: Desktop
  • Powered by: Image Search
  • Paid? No

11. Jobs Search

  • Display name in STAT: “jobs”
  • Impact on Organic/Paid: 9/10 – The jobs search feature has really impacted the jobs & recruitment sector, with everybody trying to be the 1st referrer (yellow underline) for the job within the feature, as other referrers (red underline) get no visibility in the SERP.
  • Visible on: Mobile & Desktop
  • Powered by: Schema Markup
  • Paid? No

12. Knowledge Cards

  • Display name in STAT: Grouped under “knowledge graph, other” on mobile, right-hand panel not recorded on desktop. Sometimes categorised as “related searches”
  • Impact on Organic/Paid: 10/10 – These pure answer intent Knowledge Cards usually mean a 0% CTR for any sites listed below.
  • Visible on: Mobile & Desktop
  • Powered by: Google’s Knowledge Graph
  • Paid? No

13. Knowledge Cards (Advanced): Sports

  • Display name in STAT: Sometimes grouped under “knowledge graph, other”
  • Impact on Organic/Paid: 10/10 – These pure answer intent Knowledge Cards usually mean a 0% CTR for any sites listed below.
  • Visible on: Mobile & Desktop
  • Powered by: Google’s Knowledge Graph
  • Paid? No

14. Knowledge Graph Carousels

  • Display name in STAT: “knowledge graph, other”
  • Impact on Organic/Paid: 9/10 – Can lead to further research if query intent is not Pure Answer or Visual.
  • Visible on: Mobile & Desktop
  • Powered by: Google’s Knowledge Graph
  • Paid? No

15. Knowledge Panel – Brand

Brands can have one of the following Knowledge Panels, a combined version of both, or even the two different versions appearing above one another on Branded queries:

15a. Knowledge Panel – Brand: Google My Business

  • Display name in STAT: Grouped under “knowledge graph, other” on mobile, panel not recorded on desktop. Sometimes categorised as “related searches”
  • Impact on Organic/Paid: 7/10 – Takes up a lot of real estate on both mobile & desktop. Usually contains reviews which could influence CTR.
  • Visible on: Mobile & Desktop (STAT doesn’t record desktop)
  • Powered by: Google Maps / Google My Business (GMB)
  • Paid? No

 

15b. Knowledge Panel -Brand: Google Knowledge Graph

  • Display name in STAT: Grouped under “knowledge graph, other” on mobile, panel not recorded on desktop. Sometimes categorised as “related searches”
  • Impact on Organic/Paid: 5/10 – Takes up a lot of real estate on both mobile & desktop. Doesn’t usually contain any consumer-focused information (e.g. reviews)
  • Visible on: Mobile & Desktop (STAT doesn’t record desktop)
  • Powered by: Google’s Knowledge Graph
  • Paid? No

16. Knowledge Panel – Other

  • Display name in STAT: Grouped under “knowledge graph, other” on mobile, panel not recorded on desktop.
  • Impact on Organic/Paid: 7/10 – Takes up a lot of real estate on both mobile & desktop. Can contain consumer-focused information (e.g. reviews) which could influence CTR.
  • Visible on: Mobile & Desktop
  • Powered by: Google’s Knowledge Graph
  • Paid? No

17. News Packs & News Carousels

  • Display name in STAT: “news”, “amp, news”, “amp, carousel, news”
  • Impact on Organic/Paid: 7/10 – News SERP features tend to make the SERPs very busy, you may struggle to get anyone to click past the first few results, but CTR for those AMP pages in particular should be high.
  • Visible on: Mobile & Desktop
  • Powered by: On Page Optimisation
  • Paid? No

18. People Also Ask

  • Display name in STAT: “people also ask”
  • Impact on Organic/Paid: 4/10 – Very common. A great way to gain even more visibility within a SERP as these additional questions can be less competitive to gain than the query they’re appearing on.
  • Visible on: Mobile & Desktop
  • Powered by: On Page Optimisation
  • Paid? No

19. People Also Search For

19a. People Also Search For – PAA Style

  • Display name in STAT: “people also ask”
  • Impact on Organic/Paid: 4/10 – Not very common but more visually impact-ful than your standard PAA. These are an amalgamation of PAA’s & Related searches. Only on mobile so far.
  • Visible on: Mobile Only
  • Powered by: On Page Optimisation & Knowledge Graph
  • Paid? No

 

19b. People Also Search For – Individual Listing Box

  • Display name in STAT: NA – doesn’t track (only appears once user returns to the SERP after bouncing on that page)
  • Impact on Organic/Paid: 3/10 – Can encourage more search variation before moving down the page – important to track these related terms.
  • Visible on: Mobile & Desktop
  • Powered by: Google Knowledge Graph
  • Paid? No

20. Places & Map Packs

  • Display name in STAT: “placesv3” (x3)
  • Impact on Organic/Paid: 6/10 – very impact-ful on mobile and voice search. Desktop searches could result in more research behaviour. Users are likely to click through to the GMB listings and then potentially through to location websites. A top 10 style (e.g. TimeOut) organic listing may get some visibility after the map pack.
  • Visible on: Mobile & Desktop
  • Powered by: Google Maps / Google My Business (GMB)
  • Paid? No

21. Podcasts

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 7/10 – if the intent of the user is to find the podcast, having these surface within the SERPs will mean any results lower down the page are unlikely to get any visibility.
  • Visible on: Mobile & Desktop
  • Powered by: Schema / Podcast feed
  • Paid? No

22. PPC ads

  • Okay, not technically a ‘SERP Feature’ – but something we should all be considering when looking at the competitiveness of individual SERPs.
  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 6/10 – Paid listings almost always get pride of place at the top of the SERPs – these listings can stop users even getting to organic results. Ads on mobile are now even more subtle, dropping the green ‘Ad’ marker for a less obvious black one.
  • Visible on: Mobile & Desktop
  • Powered by: PPC Advertising
  • Paid? Hell Yes

23. Ratings & Reviews

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 4/10 – Although these elements don’t take up much space within the SERP – they are a key differentiator between competitors.
  • Visible on: Mobile & Desktop
  • Powered by: Google My Business &/or Schema Markup
  • Paid? No (Although often companies will pay a company like Feefo or Trustpilot to house reviews)

24. Recipes

  • Display name in STAT: “carousel, recipes”
  • Impact on Organic/Paid: 5/10
  • Visible on: Mobile Only
  • Powered by: Schema Markup
  • Paid? No

25. Refine By

  • Display name in STAT: “refine by”
  • Impact on Organic/Paid: 2/10
  • Visible on: Mobile & Desktop
  • Powered by: Google Knowledge Graph
  • Paid? No
  • Display name in STAT: “related searches” beware – often appears in tag but not in SERP (STAT error)
  • Impact on Organic/Paid: 2/10 – These features often appear quite low down in the SERPs and are unlikely to appear on more specific long-tail Transactional queries.
  • Visible on: Mobile & Desktop
  • Powered by: Google Knowledge Graph
  • Paid? No

27. Research Carousel

  • Display name in STAT: “carousel, research”
  • Impact on Organic/Paid: 2/10 – Often appear low down the page, but mostly appear alongside other SERP features e.g. Related Searches, Refine By, Discover More Places, etc.
  • Visible on: Mobile & Desktop
  • Powered by: On Page Optimisation
  • Paid? No

28. Scholarly Articles

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 3/10 – Powered by Google Scholar, these are usually freely available online resources that are more citation-worthy than simply a website.
  • Visible on: Mobile & Desktop
  • Powered by: Google Scholar
  • Paid? No
  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 1/10 – Produces a site: search for the domain listed. Query intent will almost always be Brand so impact on the website means the user searches with query parameters before clicking through. These should appear in GSC (without colon) if this happens often for the same terms.
  • Visible on: Mobile & Desktop
  • Powered by: Google Search
  • Paid? No

30. See Results About (Knowledge Panel Links)

  • Display name in STAT: N/A – doesn’t track
  • Impact on Organic/Paid: 2/10 – These features aren’t very common but tend to appear when Google isn’t 100% on the topic in question. Most interestingly, is that clicking through these links doesn’t take you to the exact same results as you would get searching the query.
  • Visible on: Desktop (Top Right)
  • Powered by: Knowledge Graph
  • Paid? No

31. Shopping

  • Display name in STAT: “shopping”
  • Impact on Organic/Paid: 7/10 – Paid listings always get pride of place at the top of the SERPs and shopping ads are no exception. Colourful and full of information – these listings can stop users even getting to organic results, especially as they add more tabs and filter options.
  • Visible on: Mobile & Desktop
  • Powered by: PPC
  • Paid? Yes

32. Sign in (Voice Assistant)

  • Display name in STAT: “sign in”
  • Impact on Organic/Paid: 6/10 – Linked to the move into Google voice search, this feature will appear when you ask Google questions about your own data e.g. calendar reminders, bills, etc.
  • Visible on: Mobile & Desktop
  • Powered by: User Google Account
  • Paid? No
  • Display name in STAT: NA – doesn’t track
  • Impact on Organic/Paid: 5/10 – Sitelinks can help a brand listing take up more space on the page, whereas ‘jump to’ links are pulled from anchor links on the page. These help users find specific information faster on long-form content. This could also help improve bounce &/or conversion rates.
  • Visible on: Mobile & Desktop
  • Powered by: On Page Optimisation
  • Paid? No

34. Translate

35. Twitter Box

  • Display name in STAT: “twitter box”
  • Impact on Organic/Paid: 1/10 – unlikely to affect CTR or branded queries unless tweeting something particularly eyecatching.
  • Visible on: Mobile & Desktop
  • Powered by: Twitter
  • Paid? No

36. Videos

36a. Video Answers

  • Display name in STAT: “answers (videos)”
  • Impact on Organic/Paid: 9/10 – Answer videos will mean the likelihood of clicking through to a website is lower if the video clip answers their query. Video carousels below, however have very little impact.
  • Visible on: Mobile & Desktop
  • Powered by: Youtube
  • Paid? No

 

36b. Video Carousels

  • Display name in STAT: “videos”
  • Impact on Organic/Paid: 2/10
  • Visible on: Mobile & Desktop
  • Powered by: Youtube
  • Paid? No

Anything to add?

Get in touch with your findings:

SEO Team Director

As Team Director of the SEO department at ROAST, Paige plays a crucial role in the development and expansion of the ever-growing SEO team.