A Google results page in 2026 rarely looks like ten blue links. Depending on the query you might see an AI Overview, a map with three local businesses, product listings with prices, a video carousel, a "People also ask" box and a row of related searches, all before the first traditional result. Each of those elements is a SERP feature, and each one changes where searchers look and click.
Winning SERP features is less about tricks and more about eligibility. Some features depend on structured data, some on a Google Business Profile or Merchant Center feed, and some are chosen entirely by Google's systems from ordinary page content. Knowing which is which saves you from wasting time on markup that cannot help.
This guide explains the main SERP features, what makes a page eligible for each one, which features are no longer available, and a practical process for targeting the ones that matter to your business.
Key Takeaways
- SERP features are any results-page elements beyond a plain text result: rich results, featured snippets, AI Overviews, local packs, image and video results, and exploration features.
- Rich results depend on supported structured data, but valid markup never guarantees a feature will appear.
- Featured snippets, AI Overviews and "People also ask" are chosen by Google's systems; there is no markup that forces them.
- FAQ rich results stopped showing in May 2026 and HowTo rich results were removed in 2023, so neither is worth targeting.
- Track features in Search Console and rank trackers, and judge success by clicks and conversions, not just appearances.
What Are SERP Features?
SERP stands for search engine results page. Google describes the parts of that page as "visual elements", and groups them into text results, rich results, image results, video results and exploration features. A SERP feature is anything that adds to or replaces a standard title-link-and-snippet result.
“Visual elements are the building blocks of the Google Search results page that a user can perceive or interact with.”
— Google Search Central, Google Search visual elements gallery
Even a standard result now contains several elements you can influence: the favicon, the site name, the breadcrumb, the title link, the snippet and sometimes a byline date, sitelinks or a thumbnail image. Optimising those basics is the foundation of every other feature.
The Main SERP Features and How to Become Eligible
| Feature | What it shows | How eligibility works | Controllable? |
|---|---|---|---|
| AI Overviews and AI Mode | AI-generated answer with links to sources | Page must be indexed and eligible for a snippet; no special markup | Indirectly, through helpful content |
| Featured snippet | Extract from a page shown above or within results | Chosen by Google's systems from page content | Indirectly; opt out with nosnippet |
| People also ask (related questions) | Expandable questions with short answers | Chosen by Google from page content | Indirectly |
| Local pack / map results | Map plus nearby businesses | Google Business Profile, relevance, distance and prominence | Yes, via your Business Profile |
| Review snippets (stars) | Star rating under a result | Review or aggregate rating structured data that follows guidelines | Yes, within policy limits |
| Product and merchant listings | Price, availability, shipping, returns | Product structured data and/or Merchant Center feed | Yes |
| Video results | Video thumbnail, title and upload date | Indexable video on a watch page; video structured data helps | Yes |
| Image results | Images in Google Images and image packs | Crawlable images with good alt text and context | Yes |
| Sitelinks | Extra links under a result | Automated, based on site structure | Indirectly |
| Knowledge panel | Entity information box | Google's understanding of an entity from many sources | Partly, via claiming and consistent data |
| Top stories | News articles carousel | Timely, newsworthy content that meets Google News policies | Indirectly |
| Related searches | Other queries searchers made | Generated by Google | No |
AI Overviews and AI Mode
AI Overviews summarise a topic and link to sources; AI Mode handles longer, multi-step questions. Google's documentation is clear that you do not need special files or schema to appear in them.
“There are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary.”
— Google Search Central, AI features and your website
Google also notes that AI feature traffic is counted in the Search Console Performance report under the "Web" search type. Our guide to optimising for AI Overviews covers practical content tactics.
Featured snippets and People also ask
Google's documentation says you cannot mark up a page to become a featured snippet; its systems decide whether a page makes a good one for a query. What you can do is answer common questions clearly and directly, near a relevant heading, and support the answer with detail below. The same habits help with People also ask boxes, which expand to show snippet-style answers.
Local pack
For searches with local intent, the map pack often sits above organic results. Eligibility comes from a verified Google Business Profile with accurate categories, hours and reviews. Google lists relevance, distance and prominence as the main local factors; we explain how they interact in local SEO ranking factors.
Rich results from structured data
Google's Search Gallery currently lists structured data features such as Article, Breadcrumb, Event, Job posting, Local business, Organization, Product, Profile page, Q&A, Recipe, Review snippet, Software app, Vacation rental and Video. It also notes that the actual appearance in results might be different from examples. Review stars have strict rules about self-serving reviews; see review snippets and schema before you add them. For ecommerce, a Google Merchant Center feed can unlock richer product listings and free product listings.
Features You Should No Longer Target
Several features that SEO guides recommended for years are gone or heavily restricted:
- FAQ rich results: limited to well-known government and health sites from 2023, then removed for all sites in May 2026. FAQ content can still help readers, but it will not earn expandable FAQ snippets.
- HowTo rich results: removed in 2023.
- Old "position zero" hacks: formatting every paragraph as a 40-word answer does not force a featured snippet. Google chooses.
If your site still carries FAQ or HowTo markup, it is not harmful, but it no longer produces a visual feature in Google Search. Spend that time on markup that is still supported.
How to Target SERP Features: Step by Step
- List your priority keywords. Focus on queries that drive revenue or leads.
- Record which features appear. Search each query (or use a rank tracker) and note AI Overviews, local packs, video carousels, product listings and snippets.
- Match features to page types. Video carousels suit tutorial pages; product listings suit product pages; local packs suit service-area businesses.
- Fix the basics. Make sure pages are indexable, have clear titles, accurate site names and fast, mobile-friendly templates.
- Add supported structured data. Use the formats in Google's Search Gallery and validate with the Rich Results Test.
- Structure answers clearly. Use descriptive headings, short direct answers, lists and tables where they help.
- Set up the right profiles. Google Business Profile for local, Merchant Center for products, YouTube for video.
- Measure. Use the Search Console Performance report search appearance filters and compare clicks and CTR before and after.
Measuring the Impact of SERP Features
SERP features change click behaviour in both directions. A rich result can raise your click-through rate, while an AI Overview or featured snippet might answer a simple query without a click at all. That is why we recommend tracking a small set of metrics together:
| Metric | Where to find it | What it tells you |
|---|---|---|
| Impressions and clicks by search appearance | Search Console Performance report | Whether a rich result type is being shown and clicked |
| CTR by query | Search Console | Whether features above you are absorbing clicks |
| Feature presence by keyword | Rank tracking tools | Which features appear for each query and who owns them |
| Structured data validity | Search Console enhancement reports | Errors that block eligibility |
| Conversions from organic | GA4 | Whether feature visibility leads to business results |
For queries where clicks are falling despite stable rankings, read our guide to zero-click searches and consider whether the query still deserves investment.
Common Mistakes
- Adding markup for content that is not visible. Structured data must match what users see on the page. Mismatches can lead to a structured data manual action.
- Marking up self-serving reviews. Businesses adding star ratings about themselves on their own site is not eligible for review snippets in most cases.
- Still building FAQ schema for snippets. That rich result no longer appears.
- Expecting markup to guarantee features. Valid structured data only makes a page eligible.
- Ignoring the basic result. A clear title link, accurate site name and favicon affect every search where you appear.
- Measuring appearances, not outcomes. A feature that earns impressions but no leads may not be worth defending.
Related Guides
- Google Ranking Factors: What We Actually Know
- Google Core Updates: How to Prepare and Recover
- Google Spam Policies Explained
Frequently Asked Questions
What is a SERP feature?
Any element on a search results page beyond a standard title link and snippet, such as rich results, featured snippets, local packs, AI Overviews and video carousels.
Does structured data guarantee rich results?
No. Supported markup makes a page eligible, but Google decides whether to show a rich result for each query.
Can I still get FAQ rich results?
No. Google stopped showing FAQ rich results for all sites in May 2026, after restricting them in 2023.
How do I get into AI Overviews?
Google says there are no special requirements. Your page must be indexed and eligible to show a snippet; helpful, clearly structured content does the rest.
How can I see which SERP features my site earns?
Use the search appearance filter in the Search Console Performance report, plus a rank tracker that records features per keyword.
Conclusion
SERP features reward sites that are technically eligible and genuinely useful. Focus on the features that match your business model, use only supported markup, and measure clicks and conversions rather than vanity appearances. If you want help mapping SERP features to your keywords and implementing schema correctly, our SEO services team can build the plan, or you can request a quote.
References
- Google Search Central: Visual elements gallery
- Google Search Central: Structured data markup that Google Search supports
- Google Search Central: AI features and your website
- Google Search Central: Featured snippets and your website
- TechWyse: Google Ends FAQ Rich Results for All Sites
- Semrush: What Is a SERP? Search Engine Results Pages Explained
