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
SERP Features (Rich Elements): What You Need To Know
What are SERP Features (Rich Elements) on a Google SERP? Since its launch (in 1998), every time you use Google to search for something, such as your favourite artist or...
Related Searches in SEO: What You Need To Know
In this article, you will learn more about Related Searches (SERP Feature), their importance for SEO and how they contribute to Brand SERP Optimisation. What are Related Searches in SEO? Simple Definition of...
The First Easy Win to Optimise on a Brand SERP
What is the First Easy Win to Optimise a Brand SERP? After the obvious candidate (your homepage), the first, easy “win” to work on are your “Rich Sitelinks“. Many people...
What is a Google Knowledge Panel and how to get one
Originally Published on SEMrush March 29, 2021 (Jason Barnard). Have you ever watched a movie and quickly searched an actor’s name for more information about them? You see on the...
the future of seo: understanding, credibility, & deliverability
originally published on semrush december 03, 2020 (jason barnard) when someone searches on google (or bing), they express a problem they are seeking to solve or a question they need...
How Bingbot Works: Discovering, Crawling, Extracting & Indexing
Originally Published on SearchEngineJournal April 15, 2020 (Jason Barnard) Learn how Bingbot works during the discovery, crawling, extracting and indexing stages from Fabrice Canel, Bing’s Principal Program Manager. Here’s a...
Search, Answer, and Assistive Engine Optimization: A 3-part Approach
TL;DRModern optimization has evolved beyond traditional SEO to target all recommendation engines, including Google, ChatGPT, Perplexity, and Siri. This new landscape is powered by the fusion of three foundational technologies...
A 13-Point Roadmap for Thriving in the Age of AI Search
Article by Jason Barnard, published by Search Engine Land Actionable insights for optimizing your digital presence across search engines, AI platforms and emerging technological ecosystems. The AI revolution is transforming the search landscape...
SEO Reality Check: 13 Hard-Hitting Truths You Need to Hear
Published on Search Engine Land (Jason Barnard) Insights into today’s SEO landscape, from the value of brand authority to the SERPs’ evolution and why AI-powered search demands new skills. SEO is far...
How to Use the ‘Perfect Click’ to Optimize for Ai-Assisted Search Results
Published on Search Engine Land (Jason Barnard) Discover the concept of the “perfect click” and learn how to optimize your content to become the ideal candidate for user conversions. The perfect...
The Two Parts of E-E-A-T Google Hasn’t Told You About
Published on Search Engine Land (Jason Barnard) Explore how notability and transparency complement Google E-E-A-T and how to integrate these elements seamlessly into your digital strategy. In this article, I will...
How Google Universal Search Ranking Works - Darwinism In Search
Published on SearchEngineJournal February 28, 2022 (Jason Barnard) Since the introduction of universal search in 2007, the SERPs have become increasingly rich. Use this to make your site more visible on Google....
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