Chapter Six: Triggering Rich Elements (SERP Features)
Third-person rewrite of The Fundamentals of BrandSERPs for Business by Jason Barnard
Google is evolving into a multimedia answer engine
When users search for a TV show or a comedian, the results they see often include embedded videos and other multimedia features. Google is no longer just a text-based information retrieval system—it has become a multimedia results engine. These multimedia elements are called Rich Elements and include videos, audio, images, and more.
Any multimedia content published to support a business—such as videos, social media posts, images, or podcasts—can potentially trigger Rich Elements on a Brand SERP. Many of these Rich Elements appear from third-party sites, so it is essential to monitor and manage results that are fully controlled, partially controlled, and not controlled at all. Every piece plays a role in how Google presents the brand.
Why Rich Elements are essential for Brand SERPs
Rich Elements are visually engaging and occupy more space than traditional blue links. This gives them more impact and reduces the number of results on the first page of a SERP—making them incredibly valuable for Brand SERP management.
When Rich Elements appear, they present a professional, credible, and visually appealing version of a brand. They help demonstrate authority, deliver value in multiple formats, and ultimately influence how prospects and clients perceive a business when they Google the brand name.
Not all Rich Elements are relevant to every Brand SERP. The most common ones include Twitter Boxes, Image Boxes, Video Boxes, Rich Sitelinks, Top Stories, People Also Ask (PAA) panels, and Related Searches. Kalicube Pro data shows a sharp increase in Rich Element prevalence: in May 2020, 15% of Brand SERPs had no Rich Elements; by November 2021, that figure dropped to just 6%.
Twitter Boxes: a Rich Element you control directly
Twitter Boxes are among the most valuable Rich Elements because they appear high on the SERP and are directly controlled through a brand’s Twitter profile. Google includes live tweets, creating a dynamic presence on the SERP that is both engaging and strategic.
Triggering Twitter Boxes requires a robust Twitter strategy. Aim to post 1–4 tweets per day with content that supports the brand message, uses appropriate hashtags, tags relevant people or companies, and includes rich media like images and videos.
Once the Twitter profile ranks in second place on the Brand SERP, Twitter Boxes often appear within a month or two.
Image Boxes: visual storytelling made easy
Image Boxes are an easy and effective Rich Element to secure. They draw attention, enhance the visual appeal of the SERP, and communicate a brand message quickly.
To trigger Image Boxes:
- Ensure every piece of published content includes a relevant and high-quality image.
- Circulate a carefully selected set of 12–15 consistent brand images across multiple authoritative platforms.
- Align all imagery with the overall brand message to maintain consistency and prevent Google from showing irrelevant photos.
Video Boxes: the most dynamic Rich Element
Video Boxes are powerful because they combine text and visuals. They allow a brand to tell its story in a rich, engaging format that Google values highly.
To trigger Video Boxes:
- Produce brand-relevant videos that offer helpful insights and answer common questions.
- Don’t worry about production quality—smartphone videos can perform well if they are valuable.
- Include the brand name in video titles and make sure the topic aligns with the overall brand message.
- Build a content strategy around video and consistently publish and promote across relevant platforms.
A consistent, audience-first video strategy will increase the likelihood of appearing in Video Boxes and improve overall digital performance.
People Also Ask (PAA) panels: missed opportunities and risk
PAA panels are increasingly common and show questions related to the brand. These panels are often used by Google to provide answers without sending users to external sites.
The problem: fewer than 25% of PAA answers on Brand SERPs come from the brand itself. Instead, answers often come from third-party sources like forums, news sites, or even competitors.
To control these answers:
- Build a robust FAQ section with clear, concise answers (100–300 words) on individual pages.
- Prioritise answering questions that already appear on the Brand SERP.
- Structure your site so it is easy for Google to understand and extract answers directly from your content.
By answering questions directly, brands regain control of the narrative and ensure accuracy.
Strategic guidance for Rich Elements success
Most Rich Elements pull from third-party platforms, which means an effective strategy must include publishing authoritative content on social media, YouTube, podcasts, and trusted directories.
Create multimedia content that is:
- Valuable to the audience
- Published consistently
- Optimised for Google and AI consumption
The goal is to produce rich content that is both engaging and easy for machines to understand and recommend. This not only enhances the Brand SERP but also strengthens the brand’s presence across the entire digital ecosystem.
The bottom line: Rich Elements are a strategic necessity
Rich Elements are no longer optional—they are a core part of building and controlling a strong, professional digital brand presence.
They:
- Increase visual appeal
- Reduce SERP clutter
- Offer multiple touchpoints for audience engagement
- Influence how search engines and AI represent the brand
Google rewards brands that provide useful, consistent multimedia content. And audiences prefer content that is rich, engaging, and easy to consume.
The more Rich Elements that appear on a Brand SERP, the stronger the digital brand presence. As visibility grows, the chance of triggering a Knowledge Panel also increases—a final sign that Google understands and trusts the brand.
For more tactical insights, refer to Chapter Eight on SEO tactics and the Kalicube Course on Triggering and Optimising Rich Elements.
