5 Types of SERP Feature Optimizations That Work

Wanna know how to get your articles in SERP features?

Silly question – of course you do.

Your content ranking high or standing out in a SERP feature is amazing for brand visibility, authority and trust, click-through rates, organic traffic, competitive advantage and – hopefully – conversions.

Step one = keyword research and SEO competitor analysis. Look at a core topic you want to rank well in, have a sneak peek at what is working for your competitors, and find out where the SERP features are showing up – all things that Similarweb can do for you.

Annoyingly, doing your keyword research and competitive market analysis right doesn’t mean Google will just grant you this honor for your target search terms. However, knowing how to optimize your content for SERP features is a step (or six) in the right direction. ➡️

So with that, here are 5 SERP feature optimizations for your second step to win the visibility, website traffic, and – ideally – conversions you want:

1) Related question optimization

Potentially the easiest way to get into the SERP features – related questions or People Also Ask. Here’s how to win it:

1. Research related keywords: Use your keyword tool to find other relevant keywords to the topic you want to rank for, and trigger related questions.
2. Create unique content: Search engines reward creativity, originality, and just generally quality content.
3. Consider obvious or natural answers: Enhance your content with Instant Answers in mind to achieve featured snippets – for example, a “What is lead generation?” kinda question suits a “Lead generation is…” kinda answer.
4. Work with topic clusters: Create content hubs to ensure you’re making the most of supporting content opportunities too.

2) Instant Answer optimization

Speaking of… this is how to rank for the Instant Answer SERP feature (which is great for brand awareness and authority):

1. Consider semantic keywords: Use Similarweb Keyword Generator to find semantic keywords with high search volume to boost the visibility of your content and HTML for specific topics.
2. Be quick to answer: Answering the question in your first paragraph will make your answer more likely to rank.
3. Create unique content: Looks like a common theme is forming already…
4. Focus on your own niche: Create content around topics you can specialize in to win traffic.

3) Video optimization

If your video content isn’t ranking well on YouTube, you can still optimize it to win SERP features. Here’s how:

1. Keep it clear: Ensure your video title and description truly reflect what the video is about, and include the keywords you want to promote.
2. Choose your picture wisely: Pick or make a thumbnail image that entices people, shows quality, makes them curious, or all of the above.
3. Create a video transcript: Transcripts make your video content more searchable, as well as accessible across the web.
4. Add videos across your website: Expand your audience reach by adding video content where it makes sense, eg. landing pages or blog content.

4) Local 3-pack optimization

Or maybe you want to hit that handy local three-pack to prove yourself as the go-to dig for food, drinks, retail, beauty, or whatever it is you do.

1. Register and complete your business profiles: Google My Business and Bing Places are two must-haves for businesses looking to rank in the local 3-pack, but also consider verifying your business on other local directories.
2. Work out your priorities: Have more than one store? Use your analytics to identify the over and under-performing stores to work out how to prioritize them.
3. Encourage customer reviews: Word of mouth is up there with the best promotional tactics, so make it easy for your customers to give (positive) online reviews.
4. Localize your content: Use semantics, local language, and directions to reach your stores for the best results, as well as relevant keywords and phrases in your website content and title tags for maximum impact.

5) PPC optimization

For those of you working with paid advertising, here are some ways you can optimize your pay-per-clicks in the search:

1. Choose your target keywords: Make sure your ads only appear for searches that are relevant to your product and business.
2. Use ad extensions: Ad extensions, like a call button, for example, provides additional information and opportunities for easy engagement.
3. Perform A/B testing: See what works for your audience by split-testing your emails, eg. trailing different content for different audiences or locations
4. Keep your CTAs clear: Ensure your ads all have a clear call to action to, well… drive action.

Score the SERP features with Similarweb

So basically, you want to be doing two things to potentially win SERP features and top rankings: making sure all your content is optimized, and making sure you – as a brand – stay relevant.

Two things that you need to be kept up to scratch because, the thing is, trends change.

Want to know how Similarweb can help you stay on top of trends, optimize your search strategy, and win more SERP features? Yeah ya do:

• Ranking distribution: Track where you rank versus your competitors and work out your areas of opportunity
• SERP feature filter: Monitor the SERP features your competitors are winning (and how they’re doing it)
• Keyword Generator: Ensure your content includes all the relevant and powerful keywords to make your brand as visible as possible to the audience that matters
• Trending keywords: Stay (way) ahead of your competitors with top trending keywords and topics, with fresh data you won’t find anywhere else – until a month later…

If you want to win more SERP features, rank higher, and stay one (or five) steps ahead of your competitors, try Similarweb for free today or book a walkthrough with one of our experts.

FAQs

Why are SERP feature optimizations important for businesses? 

SERP feature optimizations are crucial for businesses to improve online visibility, attract more organic traffic, and enhance brand authority.

How do SERP feature optimizations benefit businesses in terms of organic search traffic? 

SERP feature optimizations increase the chances of appearing prominently in search results, helping with brand awareness, authority and trust in your brand. Three things that will help your brand become the go-to website for information in your niche.

Can SERP feature optimizations improve brand credibility and authority? 

Yes, SERP feature optimizations help establish brand credibility, expertise, and trust by appearing in featured snippets or knowledge graphs.

Are SERP feature optimizations relevant for all businesses, regardless of size? 

For sure! SERP feature optimizations benefit businesses of all sizes, helping them gain visibility, attract local customers, and compete with larger players.

by Leah Messenger

Senior Content Marketing Manager

Leah is a Senior Content Marketing Manager with a passion for turning complex topics into engaging, educational content.