Non-standard search result elements that appear alongside organic listings — including AI Overviews, featured snippets, image packs, and more.
SERP features are any search result element that is not a standard organic blue link. They include: AI Overviews, Featured Snippets, People Also Ask (PAA) boxes, image packs, video carousels, news boxes, local packs (map results), shopping ads, knowledge panels, site links, and review stars.
SERP features fundamentally change the traffic dynamics of organic search. They push standard organic results lower on the page, reducing their CTR even if rankings remain stable. A page ranked #1 on a SERP full of features may receive fewer clicks than a page ranked #1 on a clean SERP with minimal features.
For B2B marketers, understanding which SERP features appear for target keywords is essential for accurate traffic forecasting. A keyword with 1,000 monthly searches that triggers an AI Overview, a Featured Snippet, and a PAA box will deliver far fewer organic clicks than the raw volume suggests.
Our B2B SERP Feature Landscape research found that AI Overviews appear on a significant proportion of B2B informational queries, while commercial queries are much less affected. Understanding SERP feature composition by query type enables smarter keyword prioritization.
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