SERP Features Glossary 2020

05 Aug 2019

SEO Team Director

SERP Features Glossary 2020

[Last updated: April 2020]
Download our SEO whitepaper – “Understanding the SERP Landscape”

Glossary Contents

1. What are SERP features?

2. Glossary:

2a. Rich Snippets

      1. Accelerated Mobile Pages (AMP)
      2. Breadcrumbs
      3. FAQ’s
      4. Forum multi-results
      5. How To (1-2)
        1. How To Drop-downs
        2. How To Carousel
      6. Images (1-3)
        1. Format 1; Image Rich Snippet
        2. Format 2; Image Rich Snippet Carousel
      7. People Also Search For (1-2)
        1. Format 2; Individual Listing
      8. Podcasts
        1. Old format – now block
      9. Ratings & Reviews
      10. Search Box
      11. Sitelinks & Jump to’s
      12. Translate
      13. Twitter Box
      14. View in 3D

2b. Blocks (or ‘Universal Results’)

      1. Answer Box Results (ABRs)
      2. App download
      3. Discover More Places
      4. Events
      5. Explore Panels (Hybrid SF Combos)
      6. Featured Snippets
      7. Find Results On
      8. Google Flights (Paid)
      9. Google Hotels (Paid)
        1. Map Pack
        2. Hotels Price Bar Graph
      10. Images (1-3)
        1. Format 3; Images block
      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. News Packs & News Carousels
      18. People Also Ask (PAAs)
      19. People Also Search For (1-2)
        1. Format 1; PAA Style
      20. Places & Map Packs
      21. Podcasts
        1. Old rich snippet format
        2. New block format
      22. Popular Products
      23. PPC ads (Paid)
      24. Recipes
        1. Recipe Carousel
        2. Recipe Cards
      25. Refine by
      26. Related Searches
        1. Related Searches & Featured Snippet Combo
      27. Research Carousel
      28. Scholarly Articles
      29. See Results About (Knowledge Panel Links)
      30. Shopping (Paid)
      31. Sign in (Voice Assistant)
      32. SOS Alert
      33. Videos
        1. Video Answers
        2. Video Carousels
        3. In this video

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 Featured Snippets:

serp features

 

SERP Features; Rich Snippets & Blocks

SERP features can be divided into two camps;
Rich Snippets – things that enrich your existing organic listing,
and Blocks – boxes of content in the SERP that take up space in addition to and independent of the organic listings.

serp features

Although Blocks appear less frequently than Rich Snippets, there are a greater number of variations and they take up much more physical space in the SERP.

 

 

SERP Features Glossary

 

Accelerated Mobile Pages (AMP)

amp pages
        • Display name in Myposeo“RS AMP”
        • Impact on Organic/Paid: 2/10 Affects speed of page so could increase CTR
        • Visible on: Mobile Only
        • Powered by: CMS plugin / manual page variant
        • Paid? No

 

Answer Box Results (ABRs)

 

App Downloads

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

 

        • Display name in Myposeo: N/A
        • Impact on Organic/Paid: 2/10
        • Visible on: Mobile & Desktop
        • Powered by: On Page Schema
        • Paid? No

 

Discover More Places

discover more places serp feature
        • Display name in Myposeo: “Discover more places block”
        • 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

 

Events

        • Display name in Myposeo: N/A
        • Impact on Organic/Paid: 8/10 – These events blocks take up a huge amount of space on both mobile & desktop. They also encourage clicks through to the ‘events portal’ which has an ever-increasing wealth of related information. 
        • Visible on: Mobile & Desktop
        • Powered by: Events Schema sometimes, but often just pulled from the on-page content or a Facebook event
        • Paid? No

 

Explore Panels (Knowledge Panel Hybrids)

explore panels serp feature featured snippet and paa serp feature attributed knowledge panel with drop downs

        • Display name in Myposeo: Usually tracked as Knowledge Panel or other SERP Feature
        • Impact on Organic/Paid: 7/10 – With standard featured snippets a 6/10 these hybrid panels should take up even more space in the SERPs, but beware that they could contain knowledge graph links in there with you
        • Visible on: Mobile & Desktop
        • Powered by: On Page Optimisation
        • Paid? No
        • Credit: @dr_pete and @MordyOberstein  (More info here from SearchEngineLand)

 

FAQs

faqs serp feature
        • Display name in Myposeo: “RS FAQ”
        • Impact on Organic/Paid: 4/10
        • Visible on: Mobile & Desktop
        • Powered by: Schema Markup
        • Paid? No

Featured Snippets

featured snippet
      • Display name in Myposeo: “Featured Snippets blocks”
      • 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, can use question & answer schema but not a requirement
      • Paid? No

 

Find Results On

Find Results On

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: TBC
        • Visible on: Mobile & Desktop
        • Powered by: Google chooses among the most trusted and relevant directories to display
        • Paid? No

 

Forum Multi-Results

Desktop:

Mobile:

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: 3/10 – huge real-estate, especially on mobile. Though often don’t rank well as posts are outdated.
        • Visible on: Mobile & Desktop
        • Powered by: On-page layout
        • Paid? No

 

 

Google Flights

google flights serp feature
        • Display name in Myposeo: “Flights block”
        • 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

 

Google Hotels

a) Hotels Map Pack
google hotels serp feature
        • Display name in Myposeo: “Hotels block”
        • 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

b) Hotels Price Graph

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: 2/10 although this will push yet another listing off of page 1, it’s far less imposing than its full size big brother
        • Visible on: Desktop only so far
        • Powered by: Paid Feed
        • Paid? Yes

 

How To

a) How To – Format 1

how to schema serp feature
        • Display name in Myposeo: “RS How To”
        • Impact on Organic/Paid: 4/10
        • Visible on: Mobile Only
        • Powered by: Schema Markup
        • Paid? No

 

b) How To – Format 2

how to serp feature
        • Display name in Myposeo: “RS How To”
        • Impact on Organic/Paid: 4/10
        • Visible on: Mobile Only
        • Powered by: Schema Markup
        • Paid? No

Images

a) Images – Format 1

image rich snippet
        • Display name in Myposeo: “RS Images”
        • Impact on Organic/Paid: 4/10 – make your listing stand out!
        • Visible on: Mainly Mobile, Sometimes Desktop
        • Powered by: On Page Optimisation
        • Paid? No

 

b) Images – Format 2

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

 

c) Images – Format 3

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

Jobs Search

jobs serp feature
        • Display name in Myposeo: “Jobs blocks”
        • 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

Knowledge Cards

knowledge card serp feature
        • Display name in Myposeo: “Knowledge card block”
        • 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

Knowledge Cards (Advanced): Sports

sports knowledge card
ufc sports serp feature
        • Display name in Myposeo: “Knowledge card block”
        • 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

Knowledge Graph Carousels

knowledge card carousel
knowledge graph carousel
carousel serp feature
        • Display name in Myposeo: TBC
        • 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, Google My Business
        • Paid? No

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:

a) Knowledge Panel – Brand: Google My Business

knowledge panel
knowledge panel serp feature
        • Display name in Myposeo: “Knowledge Graph block”
        • 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
        • Powered by: Google Maps / Google My Business (GMB)
        • Paid? No

 

b) Knowledge Panel – Brand: Google Knowledge Graph

        • Display name in Myposeo: “Knowledge Graph block”
        • 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
        • Powered by: Google’s Knowledge Graph / Wikipedia / Wikidata
        • Paid? No

 

Knowledge Panel – Other

        • Display name in Myposeo: “Knowledge Graph block”
        • 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 / Wikipedia / 3rd party sites
        • Paid? No

News Packs & News Carousels

        • Display name in Myposeo: “News blocks”
        • 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 / Google Publisher Center
        • Paid? No

People Also Ask

        • Display name in Myposeo: “PAA block”
        • 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 / Schema
        • Paid? No

People Also Search For

a) People Also Search For – PAA Style

people also search for serp feature

        • Display name in Myposeo: “PASF block”
        • 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

 

b) People Also Search For – Individual Listing Box

        • Display name in Myposeo: 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

Places & Map Packs

        • Display name in Myposeo: “Maps blocks”
        • 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

Podcasts

Old format:

New Format:

podcast serp feature

        • Display name in Myposeo: “Podcasts block”
        • 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

 

US Only:

Desktop:

Mobile:

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: TBC
        • Visible on: Mobile & Desktop
        • Powered by: Google Merchant Center
        • Paid? No!

 

 

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 Myposeo: “PPC ad” – Myposeo also measures PPC ad placement ans styles like ‘shopping’ separately!
        • 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

Ratings & Reviews

        • Display name in Myposeo: “RS Reviews”
        • 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)

Recipes

a) Recipe Carousel (old)

 

b) Recipe Cards

 

        • Display name in Myposeo: “Recipe block”
        • Impact on Organic/Paid: 5/10
        • Visible on: Mobile & Desktop
        • Powered by: Schema Markup
        • Paid? No

 

Refine By

        • Display name in Myposeo: “Refine by block”
        • Impact on Organic/Paid: 2/10
        • Visible on: Mobile & Desktop
        • Powered by: Google Knowledge Graph
        • Paid? No

        • Display name in Myposeo: “Related Search block”
        • 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

 

Related Searches & Featured Snippet Combo

        • Display name in Myposeo: would be grouped under either “Related Search block” or “Featured Snippet”
        • Impact on Organic/Paid: 4/10 – Appearing before your featured snippet, these rude little links could steal your clicks even though they look like they should go to your site
        • Visible on: Mobile & Desktop
        • Powered by: Google Knowledge Graph
        • Paid? No

Research Carousel

        • Display name in Myposeo: TBC
        • 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

Scholarly Articles

        • Display name in Myposeo: TBC
        • 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 Myposeo: TBC
        • 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 & Structured Data
        • Paid? No

See Results About (Knowledge Panel Links)

        • Display name in Myposeo: “See Results About block”
        • 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

Shopping

        • Display name in Myposeo: “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

Sign in (Voice Assistant)

        • Display name in Myposeo: TBC
        • 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 Myposeo: “RS Sitelinks”
        • 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

 

SOS Alert

sos-alert-news-box

sos-alert-box-snippet

 

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: 1/10 – Highly specific results – only highest authority news sites and public agencies rank.
        • Visible on: Mobile & Desktop
        • Powered by: Partnerships with organisations and government agencies.
        • Paid? No

 

Translate

Twitter Box

        • Display name in Myposeo: “RS Twitter” –
        • 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

View in 3D

3D SERP Feature

        • Display name in Myposeo: TBC
        • Impact on Organic/Paid: 2/10 – Not hugely eye catching yet, but could be a huge part of eCommerce in 2020!
        • Visible on: Mobile only
        • Powered by: See: 3D Model Schema and download the 3D file here it also has an awesome augmented reality function for size!
        • Paid? No
        • Credit: The awesome John Campbell @ Rabbit&Pork

 

Videos

a) Video Answers

        • Display name in Myposeo: “Featured Snippet” Type: “Video”
        • 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

 

b) Video Carousels

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

c) In this video

 

        • Display name in Myposeo: “Videos blocks”
        • Impact on Organic/Paid: 2/10
        • Visible on: Mobile
        • Powered by: Youtube
        • Paid? No

Anything to add?

Get in touch with your SERP Feature findings and we’ll credit you in the glossary:

SEO Team Director

Paige Hobart – We Are Roast: 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.
Whilst studying Marketing at Bournemouth University Paige got her first job in SEO. With over six years’ experience, Paige has had the pleasure of working within a variety of industries and with such brands as Harvey Nichols, Clarks, Experian & The National Lottery. As well as having the invaluable historic experience of the not-so-white-hat SEO practices of the past. Having joined ROAST in the summer of 2015, Paige has been at the core of the company and the SEO department since its inception, and in September 2019 had the pleasure of speaking on the main stage of Brighton SEO about her passion; SERP features.