SERP Features: Types of Search Results and How to Measure Them

A search engine results page (SERP) can contain more than ten blue links. Features such as featured snippets, local results, image packs, video results, discussion panels, and AI-generated overviews can change what a searcher sees and which result earns attention.

Common SERP features

• Featured snippets may show a short answer or list drawn from a page.
• People Also Ask panels present related questions and can expand into more results.
• Local packs display nearby businesses for queries with local intent.
• Image and video results make visual formats more prominent for suitable searches.
• Product listings, news results, and other vertical features appear for particular query types.
• AI-generated result experiences vary by market, device, query, and search product.

Start with the query and market

The same query can produce a different layout by country, language, device, location, and time. Review the actual result for the audience you serve and record the date, query, device, and market. Treat a feature as an observation, not a permanent property of the keyword.

Match the page to the search task

A feature may signal the format a searcher wants: a quick definition, a comparison, a nearby provider, a tutorial, or a product. Create a page that answers the underlying question clearly and supports the next useful step. Structured data can make a page eligible for some search treatments when the content and markup meet the rules, but it does not guarantee a rich result or a ranking.

Measure visibility beyond rank

Track impressions, clicks, and click-through rate by query and landing page in Search Console, then connect visits to meaningful site outcomes. Note when a SERP feature appears and how it changes the available space or competing formats. Some features are not fully represented in standard reporting, so rank trackers and manual checks can supplement the picture.

Do not chase every feature. Prioritize queries that match the audience, the page’s purpose, and the organization’s expertise. The aim is to earn useful visibility and qualified attention, not to collect a feature label.