The Search Engine Results Page Explained for Fairhaven MA Business Owners
- Jorge Melo
- Dec 28, 2025
- 7 min read
By Jorge Melo
Introduction
A business owner said to me recently. “We show up on Google, but nobody actually calls.”
That one sentence explains most local SEO problems I see across the South Coast.
Google no longer ranks just websites. It ranks maps, answers, reviews, videos, and explanations directly on the search results page. These elements are called SERP features, and they often get attention before anyone even scrolls.
If you run a service business, whether you are an accountant, contractor, consultant, medical practice, or home service provider, SERP features matter more than minor ranking changes.
How do you find SERP feature opportunities? You look for searches where Google already shows special features, then structure your website and Google Business Profile to earn those placements instead of competing only for traditional blue links.
This guide explains how SERP features work, how to spot opportunities, and how service businesses across South Coast Massachusetts can capture them in a practical way.
How To Find SERP Features Opportunities
Finding SERP feature opportunities starts with observation, not assumptions.
Here is the basic process:
Search your main services on Google and note which SERP features appear.
Identify keywords where your site already ranks but does not own the feature.
Match your content format to the feature Google prefers.
Support everything with a properly optimized Google Business Profile.
If Google is already showing a feature, it is signaling that someone can win it.
Why Informational Keywords Aren’t Dead
Many service business owners believe informational searches do not matter because they do not convert immediately.
That thinking misses the point.
Informational searches are how trust is built. They are how Google evaluates expertise.
They are also how professional service businesses stay visible before someone is ready to hire.
Informational content helps:
Build topical authority.
Support Featured Snippets and People Also Ask results.
Improve rankings for service pages.
Increase branded searches over time.
In regional markets like ours, where buyers compare options carefully, being helpful early often decides who gets the call later.
Understanding SERP Features and Featured Snippets
SERP features are enhanced search results that appear above or alongside traditional listings.
The most important ones for service businesses include:
The Local Pack (Google Maps)
Featured Snippets
People Also Ask
Review stars
Google Business Profile knowledge panels
Video and image results
Google chooses format first, then authority.
If your content does not match the format Google wants, you will not earn the feature.
The Local Pack (Map Pack)
What It Is
The Local Pack shows a map with three businesses for searches like “accountant near me” or “HVAC company.”
Why It Matters
These searches come from people who are ready to call or book. For most service businesses, the Local Pack drives the highest-quality leads.
Common Mistake
Many businesses chase reviews but ignore:
Correct categories
Detailed services
Accurate service areas
Supporting local website content
How To Capture It
Fully optimize your Google Business Profile.
Use accurate primary and secondary categories.
Add detailed service descriptions.
Support the profile with relevant local pages.
Quick win: Replace generic business descriptions with service-specific explanations inside your Google Business Profile.
Featured Snippets (Answer Boxes)
What They Are
Short answers that appear above organic results, usually between 40 and 60 words.
Why They Matter
Featured Snippets often appear for service-related questions about pricing, timelines, or processes.
How To Win Them
Use question-based H2 or H3 headings.
Place a direct answer immediately under the heading.
Keep the answer concise.
Expand afterward for context.
Quick win: Add a clear 50-word answer near the top of important service pages.
People Also Ask
What It Is
Expandable question boxes related to the original search.
Why It Works for Service Businesses
People Also Ask allows smaller firms to compete by being clearer, not louder.
How To Use It
Search your main service keyword.
Expand People Also Ask questions.
Turn them into H3 sections.
Add FAQ schema when appropriate.
Quick win: Add a short FAQ block under each major service page.
Review Stars in Search Results
What They Are
Star ratings shown under listings in search results.
Why They Matter
Trust drives local decisions, especially for professional and home services.
How To Improve Them
Ask consistently for reviews.
Respond to every review.
Use proper review schema on your website.
Quick win: Respond to older reviews. Google tracks engagement, not just volume.
Google Business Profile Knowledge Panel
What It Is
The branded panel that appears when someone searches your business name.
Why It Matters
This is often the final trust check before someone calls or emails.
How To Optimize It
Keep business information accurate.
Upload real photos, not stock images.
Update hours and services regularly.
Post updates when relevant.
Quick win: Add seasonal or time-sensitive service updates.
Local Services Ads (Google Guaranteed)
What They Are
Paid placements that appear above the Local Pack for certain service industries.
When They Make Sense
Local Services Ads work best once your organic presence is solid.
Mistake To Avoid
Running ads before fixing your Google Business Profile and website structure.
Video Carousels
What They Are
Short videos that appear for how-to and explainer searches.
Why They Matter
Very few local service businesses use video consistently, which creates opportunity.
How To Start
Record short, simple explanations.
Upload to YouTube.
Embed videos on service pages.
Image Packs
What They Are
Image results shown directly in search.
Best Use
Trust-based and visual services benefit the most.
Optimization Tips
Use real photos.
Add descriptive file names.
Write meaningful alt text.
Frequently Asked Questions About Local SEO
How long does it take to rank on Google for local searches?
Most service businesses see early traction within 3 to 6 months when the foundation is correct. Competitive industries or nearby towns with heavier competition may take longer.
How much does local SEO cost for a small business in Massachusetts?
Local SEO typically costs between $750 and $2,500 per month, depending on competition, goals, and service area. Extremely cheap options often skip critical work.
How do I get my business on Google Maps?
You need a verified Google Business Profile, correct categories, accurate service areas, and ongoing optimization. Claiming the profile alone is not enough.
How do I compete with businesses that have 500+ reviews?
You compete on relevance and clarity. Better service explanations, faster responses, accurate categories, and helpful content can outweigh raw review volume over time.
Is SEO marketing worth it for service businesses?
SEO is worth it when customers search before hiring. For service businesses, it supports trust, visibility, and long-term lead generation.
How do I add SERP features in organic searches?
You do not manually add SERP features. You earn them by structuring content clearly, answering questions directly, optimizing your Google Business Profile, and using schema where appropriate.
What is SERP volatility?
SERP volatility refers to how often rankings and features change. Monitoring helps explain sudden shifts without assuming something is broken.
What is the golden triangle of SEO?
The golden triangle of SEO refers to the part of a Google search results page where users naturally focus their eyes and clicks first. Traditionally, this area formed a triangle shape starting at the top-left of the page, extending across the first few results and slightly downward.
In the past, the golden triangle was dominated by the first one or two organic listings. Today, that space is controlled mostly by SERP features, not standard rankings.
Modern golden triangle elements include:
The Local Pack (Google Maps results)
Featured Snippets
People Also Ask boxes
Review stars and rich results
Google Business Profile knowledge panels
These features appear above the fold, meaning users see them before scrolling. For local service businesses, this is critical because attention is captured before traditional organic results are even considered.
The key takeaway is that ranking “number one” is no longer enough. If your business is not visible inside the golden triangle through maps, answers, or enhanced results, you are missing the most valuable real estate on the page.
That is why modern SEO focuses less on chasing blue links and more on earning visibility inside SERP features, where attention and trust are highest.
How can I tell if an SEO agency is legit?
A legitimate SEO agency should clearly explain what they are doing, why they are doing it, and how success is measured. They should focus on Google Business Profile visibility, local search behavior, and SERP features rather than promising instant rankings. Agencies that avoid specifics or guarantee overnight results are usually a red flag.
Frequently Asked Questions About J Melo Media
What does J Melo Media specialize in?
J Melo Media specializes in local SEO and search visibility for service-based businesses, with a focus on Google Maps rankings and SERP features that generate real inquiries.
Do you only work with one type of service business?
No. J Melo Media works with a wide range of service businesses, including professional services, home services, and local providers. The strategy adapts to search intent, not industry labels.
How is J Melo Media different from larger agencies?
J Melo Media focuses on regional markets and local search behavior. Larger agencies often apply the same strategy everywhere, which does not work well in smaller, competitive areas.
Do you offer free SEO audits?
Yes. J Melo Media offers a free local search audit that reviews Google Business Profile setup, SERP feature opportunities, and competitive gaps.
Is local SEO a long-term commitment?
Yes. Local SEO compounds over time. Short-term fixes help, but consistent optimization produces lasting visibility.
Conclusion
Local SEO is no longer about being the biggest business. It is about being the clearest one.
SERP features reward structure, relevance, and consistency. When your business shows up in maps, answer boxes, and review results, you are not just visible. You are trusted.
That visibility leads to more phone calls, higher-quality leads, and real revenue, especially for service businesses where customers search before they hire.
Unlike local search ads, organic local SEO does not shut off the moment you stop paying. It compounds. The work you do today continues to drive calls tomorrow, next month, and next year.
If you want to see where your business is missing visibility and which SERP features your competitors are winning, start with a free local search audit. We will show you exactly what Google is displaying for your services and where the opportunities are to increase calls and revenue without increasing ad spend.
J Melo Media
Local SEO and digital marketing for service businesses
Website: https://www.jmelomedia.com
Email: Jorge@jmelomedia.com
Phone: 508-972-1223
Sources
Ashbridge, Zoe. SERP Features: Types, Benefits, and How to Rank. Search Engine Land, 2025.Mortensen, Oskar. How to Find SERP Features Opportunities. SEO.AI, 2025.Semrush. Researching SERP Features. Semrush Knowledge Base, 2025.Sierra Exclusive. How To Find SERP Features Opportunity. SierraExclusive.com, 2025.
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