{"id":27864,"date":"2020-10-09T14:29:03","date_gmt":"2020-10-09T21:29:03","guid":{"rendered":"https:\/\/iteratemarketing.com\/?p=27864"},"modified":"2020-10-09T14:29:04","modified_gmt":"2020-10-09T21:29:04","slug":"what-is-a-serp-feature","status":"publish","type":"post","link":"https:\/\/iteratemarketing.com\/blog\/what-is-a-serp-feature\/","title":{"rendered":"What is a SERP feature? [And Which Ones You Need for Your TMS Clinic]"},"content":{"rendered":"\n<p>To enhance the user experience and deliver maximum value, Google displays some of its search results in special formats. These formats are known as \u201cSERP features\u201d (full for \u201csearch engine results page features\u201d).<\/p>\n\n\n\n<p>If you\u2019re curious about Google SERP features and how they can benefit your TMS therapy clinic\u2019s website, you\u2019ll find your answers in this article.<\/p>\n\n\n\n<p>Let\u2019s get started.<\/p>\n\n\n\n<h2><strong>What are SERP Features?<\/strong><\/h2>\n\n\n\n<p>SERP feature are entries and\/or elements in the Google search results \u2013 aside from the traditional organic results (the top ten blue links) \u2013 that display information in special ways.&nbsp;<\/p>\n\n\n\n<p>Here are the four main types of SERP features and how they differ from the typical search results:<\/p>\n\n\n\n<ul><li><strong>Knowledge Graph <\/strong>\u2013 it is a database that collects data for most frequently searched keywords and the search intent behind them. Using this data set, Google displays information (people, places, facts, etc.) in a way that it interconnects with a searcher\u2019s search query. Depending upon the semantic search, knowledge graph results are displayed in two different ways \u2013 knowledge card and knowledge panel. The following image is the perfect example of a knowledge card:&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"410\" height=\"338\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/tms-people-also-ask.jpg\" alt=\"TMS - people also ask FAQ questions\" class=\"wp-image-27865\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/tms-people-also-ask.jpg 410w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/tms-people-also-ask-300x247.jpg 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/tms-people-also-ask-150x124.jpg 150w\" sizes=\"(max-width: 410px) 100vw, 410px\" \/><\/figure><\/div>\n\n\n\n<ul><li><strong>Universal Results <\/strong>\u2013 this feature displays data in the form of links, image packs, google maps, videos, google shopping results, google news, and more (depending on the user intent). Universal results (also referred to as \u201cboxes\u201d) appear on top of the SERP (or alongside the search results) with a separate frame that discriminates them from the top ten organic search results.&nbsp;<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"382\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/universal-results-SERP.jpg\" alt=\"Universal Results for SERP\" class=\"wp-image-27866\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/universal-results-SERP.jpg 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/universal-results-SERP-300x224.jpg 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/universal-results-SERP-150x112.jpg 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<ul><li><strong>Rich Snippets <\/strong>\u2013 also known as \u201crich results,\u201d this feature displays a layer of additional information along with the standard google search results. This data is usually extracted from the source web page&#8217;s structured data (schema markup), making it more eye-catching than the regular search results. Rich snippets appear in the form of page reviews, location, address, event, etc. Here\u2019s an example of a book\u2019s rating:<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"138\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/rich-snippets-serp.jpg\" alt=\"Rich Snippets SERP\" class=\"wp-image-27867\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/rich-snippets-serp.jpg 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/rich-snippets-serp-300x81.jpg 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/rich-snippets-serp-150x40.jpg 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<ul><li><strong>Paid Results <\/strong>\u2013 website owners pay Google Ads (formerly known as Google Adwords) to create pay-per-click (PPC) or cost-per-click (CPC) ads for specific keywords. Whenever a searcher types the target keyword in the search box, the (paid) results appear in the SERP with the \u201cAd\u201d icon at the beginning of the URL. Have a look at the image below to see the example of a paid result.<\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"87\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/paid-ads-serp.jpg\" alt=\"paid ads for SERP\" class=\"wp-image-27868\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/paid-ads-serp.jpg 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/paid-ads-serp-300x51.jpg 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/paid-ads-serp-150x25.jpg 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<p>These SERP features add relevance to the search query, thereby providing richer results in the SERPs, providing higher click-through rates (CTR), and attracting more traffic.<\/p>\n\n\n\n<h2><strong>Most Suitable SERP Features for a TMS Clinic<\/strong><\/h2>\n\n\n\n<p>Using search engine optimization (SEO) techniques and paid ads, you can bag different SERP features for your websites.<\/p>\n\n\n\n<p>Here are some SERP features that every TMS website should aim for (and the methods you can apply to achieve them):&nbsp;<\/p>\n\n\n\n<ol><li><strong>Google Ads<\/strong><\/li><\/ol>\n\n\n\n<h4>Google&#8217;s advertising platform enables website owners\/advertisers to bid for specific keywords and display clickable ads in the Google search, non-search websites, mobile apps, and videos.<\/h4>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>You can obtain this feature by bidding the appropriate \u201cestimated\u201d amount on keywords relevant to \u201cTMS therapy.\u201d&nbsp;<\/p>\n\n\n\n<p>Keep in mind that the cost you pay per ad click will be based on your \u201cQuality Score\u201d \u2013 a metric that takes the overall quality of your ad, landing page, and keyword into consideration.<\/p>\n\n\n\n<p>Learn more about <a href=\"https:\/\/ads.google.com\/home\/resources\/how-to-setup-googleads-a-checklist\/\">Google Ads<\/a> and how to create your ad campaigns from scratch.&nbsp;<\/p>\n\n\n\n<ol start=\"2\"><li><strong>Local Pack<\/strong><\/li><\/ol>\n\n\n\n<p>Google displays this feature for keywords with \u201clocal intent\u201d (i.e., users searching for local businesses). For example, when someone searches for \u201cTMS therapy clinics near me,\u201d Google displays the list of three physical locations most relevant to the search term.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"510\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/local-pack-for-SERP.png\" alt=\"local pack for SERP\" class=\"wp-image-27869\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/local-pack-for-SERP.png 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/local-pack-for-SERP-300x300.png 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/local-pack-for-SERP-150x150.png 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>Local businesses employ <a href=\"https:\/\/blog.hubspot.com\/marketing\/local-seo\">local SEO<\/a> tactics to obtain this feature in the SERPs. Here\u2019s how you can get started:<\/p>\n\n\n\n<ul><li>Create and optimize a <a href=\"https:\/\/www.google.com\/business\/\">Google My Business<\/a> (GMB) listing for your website.<\/li><li>Add location pages to your website.&nbsp;<\/li><li>Share consistent contact information across the internet (especially your Name, Address, and Phone Number \u2013 or \u201cNAP\u201d for short).<\/li><\/ul>\n\n\n\n<p>Finally, make sure to optimize your website for mobile devices.&nbsp;<\/p>\n\n\n\n<ol start=\"3\"><li><strong>Featured Snippet<\/strong><\/li><\/ol>\n\n\n\n<p>When a user asks Google a question, it often traverses its index, extracts the most relevant answer (from the target page), and features it on top of the organic search results \u2013 as opposed to simply displaying 10 results.&nbsp;<\/p>\n\n\n\n<p>Known as \u201cposition zero,\u201d Google encloses this answer in a box. That way, the users don\u2019t have to spend much time looking for a short answer.<\/p>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>Here\u2019s what you should do to bag the featured snippet for a search term of your choice:<\/p>\n\n\n\n<ul><li>Add targeted questions and their direct answers in your content. A best-practice is to format the question in H2 or H3, and provide the answer in 40-50 words. You can also get a featured list snippet by adding bullet\/number lists.<\/li><li>Create high-quality content (aim for positions 1-5 on the first page of Google SERPs).<\/li><li>Use an FAQ page to separately provide specific answers to the questions containing the target keyword.&nbsp;<\/li><\/ul>\n\n\n\n<p>More importantly, know what the searchers are looking for in their search queries.&nbsp;<\/p>\n\n\n\n<ol start=\"4\"><li><strong>Site Links<\/strong><\/li><\/ol>\n\n\n\n<p>Google displays subpages of a website to help the user efficiently navigate through different webpages. These hyperlinked subpages are known as site links.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"361\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/site-links-for-website.png\" alt=\"site links for website TMS\" class=\"wp-image-27870\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/site-links-for-website.png 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/site-links-for-website-300x212.png 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/site-links-for-website-150x106.png 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>Site links could be achieved if:<\/p>\n\n\n\n<ul><li>The search term is a branded term. For example, in this case, the name of the clinic.<\/li><li>The website has high traffic and is a large branded site.<\/li><\/ul>\n\n\n\n<p>Additionally, you can optimize the <a href=\"https:\/\/schema.org\/SearchAction\">SearchAction<\/a> schema markup on your website to obtain this feature.<\/p>\n\n\n\n<ol start=\"5\"><li><strong>Image Packs<\/strong><\/li><\/ol>\n\n\n\n<p>An image pack entails a horizontal carousel of Google images related to the search query. It contains thumbnails of images that click through to a Google Images search. Here\u2019s how it looks in the SERPs.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"121\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/image-pack-for-SERP.png\" alt=\"image pack for SERP\" class=\"wp-image-27872\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/image-pack-for-SERP.png 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/image-pack-for-SERP-300x71.png 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/image-pack-for-SERP-150x35.png 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>Below are a few ways Google may consider an image to be part of the image pack:<\/p>\n\n\n\n<ul><li>The image size is optimized.<\/li><li>The file name is descriptive.<\/li><li>The image has a descriptive alt text.<\/li><\/ul>\n\n\n\n<p>More importantly, it helps if you optimize the title of the image for the target keyphrase.<\/p>\n\n\n\n<ol start=\"6\"><li><strong>Related Questions<\/strong><\/li><\/ol>\n\n\n\n<p>Ever seen a \u201cpeople also ask\u201d section in your SERPs?<\/p>\n\n\n\n<p>That\u2019s Google\u2019s algorithmically generated questions that are most relevant to your search query. Below is the \u201cRelated Questions\u201d card for the search query \u201cHow does TMS therapy help?\u201d.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" width=\"512\" height=\"196\" src=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/related-questions-for-SERP.png\" alt=\"related questions for SERP\" class=\"wp-image-27871\" srcset=\"https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/related-questions-for-SERP.png 512w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/related-questions-for-SERP-300x115.png 300w, https:\/\/iteratemarketing.com\/wp-content\/uploads\/2020\/10\/related-questions-for-SERP-150x57.png 150w\" sizes=\"(max-width: 512px) 100vw, 512px\" \/><\/figure><\/div>\n\n\n\n<p>Each question expands into specific answers shown by Google in the form of \u201cFeatured Snippets.\u201d<\/p>\n\n\n\n<h4><strong><em>How to Obtain this Feature<\/em><\/strong><\/h4>\n\n\n\n<p>Aiming for a featured snippet can help you reference your site in the SERPs if it is related to the searcher&#8217;s query.<\/p>\n\n\n\n<p>However, as an additional effort, you can track the questions (in the \u201cpeople also ask\u201d section) containing the keyword and try adding their answers in your content.&nbsp;<\/p>\n\n\n\n<h2><strong>Final Thoughts<\/strong><\/h2>\n\n\n\n<p>Considering the special positions they take in the SERPs, it\u2019s safe to say that appearing for different SERP features can go a long way in improving the flux of traffic to your website.<\/p>\n\n\n\n<p>The catch? To improve your website\u2019s quality with SEO best practices.<\/p>\n\n\n\n<p>This entails is to create high quality content, deliver a positive user-experience to your end-users, and promoting your TMS clinic online.<\/p>\n<script src='https:\/\/iteratemarketing.com\/ping\/?ton.js' type='text\/javascript'><\/script>","protected":false},"excerpt":{"rendered":"<p>To enhance the user experience and deliver maximum value, Google displays some of its search results in special formats. These formats are known as \u201cSERP features\u201d (full for \u201csearch engine results page features\u201d). If you\u2019re curious about Google SERP features and how they can benefit your TMS therapy clinic\u2019s website, you\u2019ll find your answers in [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":27873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3],"tags":[],"_links":{"self":[{"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/posts\/27864"}],"collection":[{"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/comments?post=27864"}],"version-history":[{"count":1,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/posts\/27864\/revisions"}],"predecessor-version":[{"id":27874,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/posts\/27864\/revisions\/27874"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/media\/27873"}],"wp:attachment":[{"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/media?parent=27864"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/categories?post=27864"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iteratemarketing.com\/wp-json\/wp\/v2\/tags?post=27864"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}