If you’ve been trying to increase your visibility on Google, focusing only on ranking positions isn’t enough anymore. In our experience, and based on recent SEO research, SERP features such as Featured Snippets, People Also Ask (PAA), Video Carousels, and Knowledge Panels offer some of the fastest wins for your organic traffic and engagement.

Over the last few months, we’ve analyzed SERPs for multiple clients across industries, and we’ve noticed patterns that most brands completely overlook. Here’s our step-by-step approach to finding and capturing these opportunities effectively, based on real campaigns and recent insights.

You should also be aware that Google now groups all text and shopping ads under a single “Sponsored results” header, with an option to hide the entire section. Each block shows up to four ads and may appear above or below AI summaries, making your organic results slightly more competitive. Advertisers now need high-quality, relevant ads to stand out, so your approach to capturing SERP features should be even more strategic.

Start With Your Existing Keywords

Before hunting for new opportunities, I always begin with the keywords your site already ranks for. Pull top-performing keywords from Google Search Console and Ahrefs/SEMRush, focusing on keywords ranking between positions 5–20, because these are prime candidates for SERP features.

pay special attention to question-based queries, like “how to,” “why,” or “best ways to,” as they are most likely to trigger Featured Snippets or PAA boxes. Clustering related queries helps uncover hidden opportunities that often go unnoticed.

2. Identify Which SERP Features Are Present

Once I have my list of keywords, I analyze the search results carefully:

• Is there a Featured Snippet?
  
• Are People Also Ask boxes, video carousels, or image packs appearing?
  
• Who currently owns the feature, and what type of content format is used?
  

I document everything in a simple spreadsheet with columns like keyword, feature type, current owner, format, and notes. This gives me a clear picture of where I can step in and where you can also spot opportunities that competitors have overlooked.

If you’d like a copy of this sheet, you can fill out the contact form and I’ll reach out to share it with you. 

Reverse-Engineer the Current Feature Holder

Understanding why someone else owns a feature is crucial to analyzing:

• Format: Paragraph, numbered list, table, or video?
  
• Length: Most Featured Snippets fall between 40–60 words.
  
• Clarity: Is the answer direct and concise?
  
• Schema: Is FAQ or HowTo structured data used?
  

From my research, clarity and structure matter more than content length. If a competitor uses a 5-step list, I focus on creating a cleaner, more actionable version with updated examples and insights.

Discover Gaps You Can Fill

After analyzing competitors, look for content gaps:

• Missing points or outdated information
• Related questions from People Also Ask or Google’s related searches
• Long-tail keywords competitors haven’t targeted
  

For example, a client ranked #7 for “how to create an Instagram content calendar.” The snippet was outdated. By creating a concise numbered list with practical tips and implementing a structured schema, we captured the snippet in under two weeks.

Optimize Your Content for SERP Features

Based on recent research, here’s what works best:

• Direct answers: Place key answers immediately after H2/H3 headings.
  
• Structured data: Implement FAQ, HowTo, or Article schema.
  
• Formatting: Bullet points, tables, and short paragraphs improve clarity.
  
• Visuals: Screenshots, charts, or short videos increase chances in Video Carousels or Image Packs.
  
• Authoritative references: Linking credible sources boosts trust and snippet eligibility.
  

Track, Measure, and Refine

SERP features are dynamic, so I monitor and adjust constantly:

• Track impressions, clicks, and snippet appearances in Google Search Console
  
• Use AccuRanker or SEMrush Position Tracking to detect when URLs appear in features
  
• Refresh old content with updated examples, improved schema, and better formatting
  
• Test different formats: paragraph vs bullet list, short video vs text explanation
  
• Over time, patterns emerge: certain content lengths, formats, and question types consistently win features.

Scale Your SERP Feature Strategy

Once initial features are captured:

1. Replicate the process for other high-potential keywords
   
2. Group similar queries into content clusters for multiple feature wins
   
3. For local clients, optimize the Google Business Profile to capture local packs
   
4. Automate discovery using tools like SurferSEO or MarketMuse, which help identify missed opportunities efficiently
   
5. Think of SERP features as valuable real estate you need to be strategic, proactive, and consistent to dominate.

Lessons From Recent Research

Some insights I’ve gathered from recent SERP studies:

• 25% of all Google results now contain at least one SERP feature (SEMRush). Interestingly, Semrush data also shows that AI Overviews now appear in 13.14% of searches, which is another area you can monitor for opportunities.
  
• Question-based queries remain the highest-converting snippet opportunities, so you should pay attention to the type of questions your audience is asking.
  
• Visual content, structured data, and concise formatting significantly increase eligibility for SERP features, something I always keep in mind when optimizing content.
  
• Monitoring competitors and tracking feature volatility is key to long-term success, and you can use these insights to refine your own approach.
  

By combining research, my experience, and structured execution, you can systematically uncover opportunities that most brands miss.

Final Thoughts

Finding SERP feature opportunities is both a science and an art. In my experience, the most effective approach combines careful analysis with strategic execution. Start by evaluating your existing rankings and understanding the SERPs for each target keyword. Then, reverse-engineer the current feature holders to identify what works and where gaps exist.

Once you know the gaps, optimize your content with clear, structured, and actionable information. Track your results closely, refine your approach, and scale the process across other high-potential keywords.When implemented consistently, this process allows you to capture hidden SERP features, increase organic traffic, and drive greater engagement, all while staying ahead of competitors. Remember, SERP features reward clarity, relevance, and well-structured content. Focus on these elements, and Google will recognize and reward your efforts.