Ranking #1 in Google used to mean you were winning the search game. But today’s search landscape is totally different, with SERP features taking up 65% of search visibility.
Sticking to traditional organic rankings alone? You're leaving massive opportunities for user attention and traffic on the table.
When was the last time you saw a “clean” search results page? Google’s evolving SERP features have pushed traditional organic results further down—or off the page entirely. Meanwhile, most businesses are still stuck using SEO strategies from 2015.
The Reality of SERP Features
The data doesn’t lie: SERP features have completely reshaped how users engage with search results.
Featured snippets for example get a 42.9% clickthrough rate - higher than the #1 position. When you get that featured snippet you’re not just getting visibility, you’re getting nearly 50% of all clicks for that search term.
So, if you track that out over time, you’ll see that eventually, the majority of clicks from search results will be going to these featured snippets. This means that traditional organic SEO tactics will become less and less effective.
But don't panic just yet! There are still ways to improve your organic ranking and compete with SERP features.
What Are The Most Important SERP Features?
The search results experience has moved far beyond the “ten blue links”. Now, when you type in a search query, you will likely see a variety of features above and below the organic results. These features are meant to provide users with quick answers and relevant information without having to click through multiple links.
Featured Snippets
Featured snippets have changed the way users consume information, sitting right at the top of the search results. These “position zero” spots give you a unique opportunity to grab attention before users even start scrolling.
Featured snippets are instant authority signals to users. By providing answers to user queries, they position your brand as the authority on that topic before users even visit your website.
Better Click-Through Performance
The numbers don’t lie: featured snippets drive engagement. Nearly half of users click on featured snippet results, making them the most valuable real estate in search results.
Big Position Gains
Moving from position 2 to position 1 is a big deal. 74.5% more clicks is a huge increase in traffic potential that can change your organic visibility overnight. This is why featured snippets are worth the optimization investment.
Video Results
Video content has become a major player in search results, giving you opportunities to stand out in increasingly crowded SERPs.
Traffic Boost
The numbers are crazy: search results with video get 157% more organic traffic than text only results. This is a massive increase in traffic that reflects users’ love of visual content and Google’s recognition of it in their algorithms.
Engagement Advantage
Video content doesn’t just get more traffic, it gets more engagement and a higher clickthrough rate than pages without video content. This increased engagement tells search engines that video content often better satisfies user intent.
Video thumbnails are in 26% of search results – meaning that, yes, video content is mainstream. Google clearly believes in the value of video for user experience.
And most importantly, video content is 50 times more likely to appear on page 1 of Google search results compared to plain text. That’s a big advantage for video content in your SEO strategy.
Rich Results
Rich results are the next generation of search results, with more visual appeal and functionality than standard results. Think of these as an enhanced version of the traditional search result – featuring images, videos, reviews, and other interactive elements.
Better User Engagement
The impact on user behavior is big, 58% of clicks vs 41% CTR of standard results. 17 percentage points is a big difference, users clearly prefer the enhanced result format.
Visual differentiation
Rich results stand out visually in search results, with elements like star ratings, pricing, availability, and other data points. This helps users make a decision directly from the search results page.
With standard results getting only 41% CTR, rich results give you a clear competitive advantage. By implementing schema markup and optimizing for rich results, you can increase your visibility and get more qualified traffic.
Mobile Optimisation
Mobile search has changed everything about how users interact with search results and how businesses need to approach SERP optimization.
92.3% of users access the internet via mobile devices, mobile optimization isn’t just one part of your search strategy, it’s the base. This massive majority of mobile users is a fundamental shift in how content is consumed and how search results are displayed.
Mobile search results are different from desktop results:
Compact Layout
Mobile SERPs squeeze more into a smaller screen, so visual hierarchy and immediate impact are key. Your content needs to grab attention in a much smaller window of time.
Touch Friendly Features
Mobile SERP features are designed for thumb friendly interaction, how users interact with search results. This means your content needs to be easily accessible and navigable on touch screens.
Load Time Priority
Mobile users are super sensitive to load times, so speed optimisation is critical for visibility in mobile search results. Every millisecond of load time can affect your bounce rate and, therefore, your search visibility.
Local Packs
Localised SEO still proves to be important in mobile search. Google's local packs, which highlight the top three local businesses related to a user's search query, are prominently displayed on mobile SERPs. This means that optimising for local SEO is crucial for mobile visibility.
Building a Content Strategy for SERP Features
The numbers don’t lie, securing and maintaining SERP features requires a strategic approach for your content. Here’s what works:
Long-Form Content Dominance
Content over 3,000 words gets 3x more traffic than shorter content. This extra traffic comes from:
- More comprehensive coverage of the topic
- Higher chance of answering related questions
- More time on page, telling search engines you’re a quality site
Social Engagement
Long form content gets 4x more shares than average-length content. This extra social sharing:
- Increases content visibility
- Gets natural backlinks
- Creates additional traffic sources beyond search
Backlink Acquisition
Higher word cont content also sees 3.5x more backlinks than 1,400-word average length content. These extra backlinks:
- Strengthen domain authority
- Improve rankings across your site
- Increased chance of getting SERP features
Implementation to Get More SERP Features
Securing SERP features takes strategy and execution. Here’s how to put these insights into action:
Content
Create comprehensive topic coverage that shows expertise and authority to search engines while providing real value to users.
- Content clusters around main topics - Create connected content pieces that cover the main topic and subtopics
- Answer related questions and subtopics - Anticipate and answer common user questions to get featured snippets
- Include data and research - Back up claims with stats and studies to build trust
- Content depth across topics - Keep all related content at the same level of quality and comprehensiveness
Content Structure
Organise your content in a way that’s user and search-engine-friendly.
- Clear hierarchical headers (H1, H2, H3) - A logical content structure that helps users and search engines understand your content
- Scannable sections - Make information easy to read with clear sections and white space
- Multimedia elements - Add images, videos, and interactive elements where relevant
- Featured snippet opportunities - Structure your content in formats that match common featured snippet patterns
Technical Implementation
Schema Markup
Help search engines understand your content better through proper structured data implementation.
- Relevant schema for your content - Choose the right schema types for your content and format
- Test schema regularly - Keep your structured data valid and error-free over time
- Update schema as new types are released - Stay up to date with new schema opportunities
- Rich result performance - Track how your schema affects your SERP feature visibility
Mobile
Create a mobile experience that matches user expectations and search engine requirements.
- Responsive design across devices - Same experience regardless of screen size or device
- Optimise images and media for mobile - Visual quality vs mobile loading speed
- Minimise JavaScript execution time - Reduce mobile processing overhead
- Mobile first navigation - Navigation patterns that work on touch screens
Speed
Improve page speed and search visibility for users – as this is one of the best ways to improve user experience.
- Lazy load images - Load images only as the user scrolls to them, increasing initial page load time
- Minimise render-blocking resources - Prioritise content delivery while deferring nonessential elements
- Optimise server response time - Get your server to deliver content fast and efficiently
- Effective caching - Browser and server caching for returning visitors
Google's AI Overviews
AI-powered overviews are rapidly becoming a standout SERP feature, offering users quick, digestible summaries of complex topics without needing to click through to a site.
Often featured at the top of search results, these AI-generated summaries pull insights from trusted sources, delivering core details and context instantly. This is particularly helpful for high-level or intricate queries, like “digital marketing strategies,” where the overview might summarise key tactics or trends in seconds.
By presenting valuable information in a concise, easy-to-read format, AI overviews not only improve user experience but also challenge traditional listings for user attention. They’re reshaping the way people interact with search results, putting the spotlight on fast, relevant insights.
Get SERP Features Help With An SEO Expert
It’s a lot to digest, but don’t worry we have you covered. We specialise in optimising websites for the latest SERP features, boosting your visibility and traffic.
Our SEO agency focuses on enhancing user experience and search engine performance.
From speeding up your site to improving usability, we make it easier for users to navigate and for search engines to rank you higher.
Ready to make your site shine?
Get in touch with our team and let’s chat about how we can supercharge your SERP features and drive more traffic your way.