Most Google searches today show more than a list of links. Each extra element, from the AI summary at the top to the image carousel halfway down, is a SERP feature. They change how much attention organic results get, and some of them are opportunities in their own right.
The main SERP features in 2026
| Feature | What it is | Can you win it? |
|---|---|---|
| AI Overview | AI-written summary with source links | Yes, by being a cited source |
| Featured snippet | Quoted answer box | Yes, from a page ranking on page one |
| People Also Ask | Expandable related questions | Yes, from page content |
| Local pack | Map plus three businesses | Yes, through Google Business Profile |
| Shopping results | Product listings with prices | Yes, through Merchant Center and product data |
| Image and video packs | Carousels of images or videos | Yes, with optimized images or YouTube |
| Top stories | News articles | Mostly news publishers |
| Discussions and forums | Reddit, Quora and forum threads | Rarely for businesses |
| Knowledge panel | Facts about an entity | Indirectly, through consistent data |
| Rich results | Stars, prices, stock, event dates in a listing | Yes, with structured data |
| Sitelinks | Extra links under a result | Indirectly, through clear site structure |
Some features have been retired or restricted. HowTo rich results were removed in 2023, FAQ rich results are now limited to authoritative government and health sites, and the sitelinks search box was dropped in late 2024.
Why they matter
They change the value of a ranking. For Bean & Barrel Coffee, ranking fourth for “best coffee beans for espresso” on a page with shopping results, an AI Overview and a video carousel above it might bring few clicks. Ranking fourth on a plain page could bring many more. Some features also answer the question outright, contributing to zero-click searches.
They’re also extra chances to appear. A store might not rank first organically, but its product can show in shopping results, its photo in image results, and its guide in People Also Ask.
How to use them
- Look at which features appear for each keyword you target.
- Prioritize keywords where the features suit you (a local pack for a local business, shopping for a store).
- Format content to qualify: clear answers under question headings, real tables and lists, good images, valid structured data.
- Track whether you appear, not just your organic position.
Common mistakes
- Adding FAQ or HowTo markup in 2026 and expecting those rich results to appear
- Ignoring features when estimating traffic from a ranking
- Chasing features for searches with no business value
How to track
RankThat’s Rank Tracker records your Google positions daily or weekly from a set location and device, which shows how you’re placed on the results page over time. For AI answers specifically, RankThat’s AI Visibility feature checks whether AI assistants mention or cite you.