SERP Features
SERP Features
used extensively by Jason Barnard since 2015.
Factual definition
SERP Features are any results on a search engine results page (SERP) that are not traditional organic "blue link" results.
Jason Barnard definition of SERP Features
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
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 Jason Barnard perspective on SERP Features matters
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
The Ins and Outs of Featured Snippets and Knowledge Panels (SMX London 2020)
In this packed session, you’ll get a deep dive into the impact of SERP features on different verticals within the UK SERPs and an overview of the types of SERP...
How Bing’s Whole Page Algorithm Works
How Bing’s Whole Page Algorithm Works Published on SearchEngineJournal May 20, 2020 by Jason Barnard Bing has a whole page algorithm that organizes the content of the SERP before displaying...
How Bingbot Works: Discovering, Crawling, Extracting & Indexing
How Bingbot Works: Discovering, Crawling, Extracting & Indexing Published on SearchEngineJournal April 15, 2020 by Jason Barnard Learn how Bingbot works during the discovery, crawling, extracting and indexing stages from...
How Bing Ranks Search Results: Core Algorithm & Blue Links
How Bing Ranks Search Results: Core Algorithm & Blue Links Published on SearchEngineJournal April 07, 2020 by Jason Barnard Understand how the Bing search engine works - from its “core...
People Also Ask in 2020
People Also Ask in 2020 Published on Accuranker March 11, 2020 by Jason Barnard Google is trying to provide answers. It does this in an increasing number of ways. Rich...
Jason Barnard Explained How Dynamic Search Ads Inform SEO at SEO Camp Day Lyon 2018
SEO Camp Day Lyon 2018, held at ISEG in Lyon on June 8, brought together leading SEO practitioners and digital marketers for a day of in-depth presentations on topics including...
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