What Is a SERP? SERP Features, Featured Snippets and Organic CTR
- 1digiethic.com/blog/serp-features-guide#1
What Is a SERP? SERP Features, Featured Snippets and Organic CTR
- 2example.com
A national directory listing
- 3example.com
A competitor's old blog post
- 4example.com
A comparison site
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Quick answer
A SERP (search engine results page) is the page Google shows after you search. These days it's much more than ten blue links: ads, AI Overviews, featured snippets, People Also Ask, the local map pack, images, videos and shopping results. Each of these takes clicks away from normal results, so good SEO now means knowing which features show for your keywords and going after them.
Key takeaways
- Search your keyword before targeting it. See which features Google shows.
- Featured snippets reward short, direct answers, numbered lists and tables.
- AI Overviews and ads can cut clicks even when you rank first.
- Organic CTR is clicks divided by impressions. Search Console shows it per query.
Main SERP features
Here are the features we check for every keyword we target, and what it takes to show up in each:
| Feature | What it is | How to target it |
|---|---|---|
| AI Overview | AI-generated summary at the top | Answer-first, well-sourced content (AI search) |
| Featured snippet | Quoted answer box | 40–60 word answers, lists, tables |
| People Also Ask | Expandable related questions | FAQ sections answering related questions |
| Local pack | Map + 3 businesses | Local SEO |
| Ads | Paid results | Google Ads |
| Video / image packs | Media results | Video SEO, image alt text |
| Rich results | Stars, prices, FAQs | Structured data |
For a local service business, the map pack matters more than anything else on this list. For an information search, it's the AI Overview and the snippet.
How to win featured snippets
Featured snippets are one of the few places where a smaller site can jump above a bigger one. Here's the approach that works for us:
- 1Pick question keywords where a snippet already appears. Google won't add one just because you wrote a good answer.
- 2Use the question as a heading, then answer it directly underneath in 40–60 words. No warm-up.
- 3Use numbered lists for steps and tables for comparisons. Google likes to lift those as they are.
- 4Get to page one first. Snippets nearly always come from results that already rank well.
Organic CTR and SERP features
Organic CTR is clicks divided by impressions, and you'll find it in Google Search Console's Performance report. Across many searches it's falling, because ads, AI Overviews and other features push the normal results further down the page.
So track CTR per query, not just rankings. If a page ranks well but hardly anyone clicks, either the title needs work (meta tags guide) or a feature above you is taking the clicks. Those two problems need very different fixes.
Brand SERP
Your brand SERP is what people see when they search your business name. It's often the last thing someone checks before they call you, so it's worth owning.
Aim to fill it with things you control: your website, your Google Business Profile, your social profiles and good reviews. If an old directory listing with the wrong phone number shows up there, fix it.
Frequently asked questions
What does SERP stand for?
Search engine results page.
How do I see SERP features for my keywords?
Search the keyword in a private window, or use rank tracking tools that record SERP features over time.
Do featured snippets increase clicks?
Often, but for simple answers users may get what they need without clicking. They still build visibility and brand trust.
Sources
Platform rules change often, so we check sources at every update. Last reviewed October 12, 2026.
Written by
Zia Ur Rehman
Founder & Lead SEO Strategist, DigiEthic
Zia Ur Rehman is the founder of DigiEthic, with 14 years of experience in digital marketing. He works hands-on across technical SEO, AI search optimization (AEO/GEO), Local SEO, Google Ads and Meta Ads for service businesses and e-commerce brands.
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