SERP features are any elements on a search results page beyond the classic blue link with a title and description. They include AI Overviews, featured snippets, People Also Ask boxes, local map packs, image and video results, knowledge panels, sitelinks and rich results like review stars.
For businesses, SERP features decide how much attention the organic results actually get. A page ranking first can still sit below an AI Overview, a map and a row of videos. Knowing which features appear for your important searches tells you where visibility is really won, and which formats to create.
What are SERP features?
A SERP feature is a special result or module that a search engine adds to the search engine results page. Google doesn't use the term "SERP features" itself. Its visual elements gallery calls them visual elements: "the building blocks of the Google Search results page that a user can perceive or interact with."
Google's gallery groups them into text results, rich results, image results, video results and exploration features. Text results can include elements like sitelinks, a site name, a favicon and review stars. Exploration features include related searches and the related questions group, better known as People Also Ask.
The term is widely used in SEO tools. Rank trackers often report which features appear for each keyword and whether your site owns any of them.
Why SERP features matter
They change where clicks go. Features at the top of the page take attention away from the regular results. Many features also answer the question directly, which contributes to zero-click searches.
They offer extra ways to be seen. A site can appear in the regular results, a featured snippet, a video carousel and an AI Overview for the same query. Each one is another chance to be noticed or cited.
They signal what searchers want. A query that shows a map pack has local intent. One full of videos suggests people want to watch, not read. Features are a quick read on keyword intent.
They change often. Google adds, tests and removes features regularly. What worked two years ago may not exist today, so strategy built around one feature needs regular checking.
How SERP features work
Features driven by content and structure
Featured snippets and People Also Ask answers are pulled from page content. Google picks a passage that answers the question well. Clear headings and concise, direct answers make that passage easier to find.
Features driven by structured data
Many rich results, such as product details, review snippets, recipes and events, depend on schema markup. Valid markup makes a page eligible, but Google decides whether to show the feature.
Features driven by entities and local data
Knowledge panels draw on Google's Knowledge Graph. Local packs draw heavily on Google Business Profile data. Google's guide on how to improve your local ranking says local results are mainly based on relevance, distance and popularity.
AI Overviews and AI Mode
AI Overviews show a generated summary with links to sources. Google's AI features documentation says that to be shown as a supporting link, a page must be indexed and eligible to be shown in Google Search with a snippet, and that no other special optimizations are needed. Google also says traffic from these features is included in the Search Console Performance report under the Web search type.
Recent removals
Google has been simplifying results pages. According to Search Engine Land, Google said in June 2025 it would phase out several rich result types, including Course Info, Claim Review, Estimated Salary, Learning Video, Special Announcement and Vehicle Listing. Google's Search Central changelog shows that practice problem markup was deprecated in late 2025, and that FAQ rich results stopped appearing in Google Search on May 7, 2026. Earlier, Google retired the sitelinks search box in late 2024, and in January 2025 it stopped showing breadcrumbs in mobile results.
How to win SERP features
- Audit your priority keywords. Record which features appear for each one and who owns them. Many rank tracking tools do this automatically.
- Match the format. If videos dominate, make a video. If a featured snippet shows a list, structure your answer as a clear list.
- Answer questions directly. Lead sections with a short, self-contained answer, then add depth. This helps snippets, People Also Ask and AI citations.
- Use structured data where it fits. Add accurate markup for products, reviews, organizations, events and other supported types. Check Google's current documentation before investing, since supported types change.
- Keep your business data accurate. Maintain your Google Business Profile for local features.
- Track features, not just rank. Use the Search appearance filter in Search Console where available, and watch impressions and clicks together.
Common mistakes and misconceptions
"Ranking first means being seen first." On many queries, several features sit above the first organic result. Check the actual page, on mobile and desktop.
"Schema guarantees a rich result." Markup creates eligibility. Google decides what to show, and it has removed several rich result types since 2024.
"FAQ markup still earns extra space." FAQ rich results no longer appear in Google Search as of May 2026. Google's AI features documentation is clear that no special markup is required for AI Overviews either.
"SERP features are the same everywhere." They vary by query, device, location and language. Measure the features that show for your audience.
How Butter approaches SERP features
At Butter, we look at the SERP as a whole, not just a ranking number. Today that means traditional results, features and AI answers together. Our monthly AI prompt testing on the GEO plan checks how AI systems respond to your customers' questions and whether your brand shows up as a source, and schema markup guidance covers which structured data types fit your pages.
On the GEO+SEO plan, we pair that with keyword and SERP research to guide the articles we publish each month, and unlimited on-page optimization lets us refine titles, structure and direct answers on pages close to earning more visibility. We can't guarantee any feature, since Google decides. More is on our SEO services page.
Frequently asked questions
What are the most common SERP features?
Common ones include AI Overviews, featured snippets, People Also Ask, local packs, image and video results, knowledge panels, sitelinks and rich results like review stars. Which ones appear depends on the query.
Are AI Overviews a SERP feature?
Yes. AI Overviews appear on some Google results pages with links to sources. Google says a page must be indexed and eligible to show a snippet to appear as a supporting link.
Do FAQ rich results still show in Google?
No. According to Google's Search Central changelog, FAQ rich results stopped appearing in Google Search on May 7, 2026, and Google removed the documentation for the feature in June 2026.
How do I track SERP features?
Use a rank tracker that reports features per keyword, and check the Search appearance filter in Google Search Console. Also look at real results pages yourself, since features vary by device and location.