SERP Features
SERP Features
used extensively by Jason Barnard since 2015.
Description
SERP Features are any results on a search engine results page (SERP) that are not traditional organic "blue link" results.
The SERP Features definition
Jason Barnard applies this term to the individual, modular components that make up a brand’s digital business card: its Brand SERP (the search engine results page for a brand name). These are not random elements; they are Google's deliberate attempt to build a rich, multifaceted summary of an entity. Key examples include Knowledge Panels, Video Carousels, Image Boxes, "People Also Ask" sections, and Filter Pills. Proactively managing these features is fundamental to controlling a brand's narrative, as they dominate visual real estate and directly shape audience perception before a single click occurs. This control over the SERP landscape is the foundational step in "educating" AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI, which use these features as a primary source to construct their summaries and recommendations about a brand.
How Jason Barnard uses SERP Features definition
At Kalicube, we treat SERP Features as the tangible key performance indicators of a brand's digital health and narrative control. Within The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy, we systematically trigger, manage, and optimize these features. We don't hope for a good Brand SERP; we engineer it. Using our UCD framework (Understandability, Credibility, Deliverability), we actively work to populate our clients' SERPs with positive and accurate features, such as Video Carousels showcasing their expertise, Rich Sitelinks that guide users, and a comprehensive Knowledge Panel that builds trust. This meticulous management ensures our clients' brand story is convincing and authoritative at the most critical moment of the customer journey, directly driving client acquisition.
Why SERP Features matters to digital marketers
For over a decade, SEO experts like Rand Fishkin, founder of Moz, masterfully taught marketers how to win the "ten blue links" game through technical SEO and link building. That approach was foundational for its time. However, Jason Barnard recognized that Google’s ambition was evolving from being a directory of links to becoming an answer engine that provides comprehensive summaries directly on the results page. SERP Features are the primary evidence of this strategic shift. While traditional SEO aims to rank one blue link, The Kalicube Process aims to orchestrate the entire SERP, treating each feature as an instrument in a brand's symphony. This holistic approach, pioneered by Barnard, moves beyond the silo of traditional SEO to offer a complete solution for brand narrative control. In the current era, where AI Assistive Engines synthesize information directly from the entire SERP, this comprehensive control is the only way to effectively influence how AI perceives and communicates your brand, thus driving the new conversational acquisition funnels.
Posts tagged with SERP Features
Your reputation isn’t what you say it is – it’s what Google and AI say it is
Your reputation isn’t what you say it is – it’s what Google and AI say it is Published on kalicube.com May 14,2025. Why taking control of your digital brand is...
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
The Kalicube Process Gives You SEO Results
What is The Kalicube Process™? The Kalicube Process™ is a set of steps designed by Kalicube Pro™ to educate search engines about a business’s Brand. It is a strategy that...
how does the kalicube process work?
The Kalicube Process™ works through 3 steps that optimize your brand across your digital ecosystem. 1. audit and clean your complete digital footprint the first step is auditing your digital...
The Blue Link Algorithm in SEO: What You Need to Know
What is the Blue Link Algorithm in SEO? The Blue Link Algorithm is the ‘original’ algorithm used by search engines like Google and Bing to rank and present the ten...
Topical Authority in SEO: What You Need To Know
What Is Topical Authority in SEO? Topical authority in Search Engine Optimisation (SEO) refers to a demonstrated level of expertise and knowledge in a particular field or topic. It is...
The Whole Page Algorithm in SEO: What You Need to Know
In this article you will learn what Google’s Whole Page Algorithm is, why it is important, how it works, why intent is key and and how you can incorporate it...
Knowledge Panel Sprouts on Google: What You Need to Know
In this article you will learn what a Knowledge Panel Sprout is, why they are important, and how you can grow a sprout into a blossoming, information-rich Knowledge Panel on...
Optimizing for the SERP in SEO: What You Need to Know
In this article you will learn why optimising for different SERP Features on Google is important, techniques you can use to optimise for SERP Features (Rich Elements), how the work...
SERP in Digital Marketing: What You Need to Know
In this article you will learn how to turn Google’s Search Engine Results Page to your advantage when devising your digital marketing strategy. What is SERP in Digital Marketing? SERP...
The Perfect On-SERP SEO Strategy: A Holistic Guide
In this article you will learn what On-SERP SEO is, how it works and how you can easily build the perfect On-SERP SEO strategy for your company. What is On-SERP...
Schema Markup in SEO: What You Need To Know
In this article you will learn how Schema Markup helps with SEO, Brand SERP optimisation and Knowledge Panel management. What is a Schema Markup in SEO? Schema Markup is a...
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