Common SERP features#
| Feature | What it is | How to compete |
|---|---|---|
| AI Overview | AI-generated summary with source links | Clear, extractable, trustworthy answers — see AI Overviews |
| Featured snippet | A highlighted answer excerpt above results | Concise definitions, lists and tables directly under question headings |
| People Also Ask | Expandable related questions | Answer related questions in clear H2/H3 sections |
| Local pack | Map with three businesses | Optimise your Google Business Profile |
| Image / video packs | Visual results | Optimised images with alt text; YouTube videos with chapters |
| Rich results | Stars, prices, breadcrumbs | Valid structured data |
Why they matter#
Features change how much attention each organic result gets. A first-place link below an AI Overview, ads and a local pack may get fewer clicks than you expect. When choosing keywords, look at the full SERP — not just the ranking position — and target the features you can realistically win.
Related: click-through rate, search intent.