Analysis of 200,000 SERPs across the US and UK (2024–2026) reveals five SERP features are reshaping position one: AI Overviews, Knowledge Graphs, Images, Local Packs, and Popular Products. Each has grown significantly—AI Overviews tripled their share to 21.1%—and each demands a distinct optimization strategy.
Google’s search results page looked very different in early 2024 than it does today. Back then, a clean set of ten blue links still dominated most queries. Fast-forward to 2026, and those ten links have been squeezed, shuffled, and in many cases replaced entirely by dynamic SERP features that answer questions before users even click.
This shift is not anecdotal. Analysis of 200,000 SERPs across the US and UK markets—tracked on both smartphone and desktop from 2024 to 2026—reveals a decisive pattern: SERP features are not just growing in frequency, they are growing in dominance. They now command prime real estate at position one, redirect traffic flows, and reward brands with entirely different optimization strategies than traditional organic rankings.
If your SEO playbook is still built around the ten blue links, 2026 is the year it breaks. Here is what is actually dominating the top of the SERP—and how to get there.
#1: AI Overviews — The Fastest-Growing Feature on Google’s SERP
AI Overviews (AIOs) are the single most disruptive force on the modern SERP. According to our three-year dataset, AIO presence surged from 6.9% of analyzed SERPs in early 2025 to 21.1% by January 2026—a threefold increase in under twelve months.
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That growth rate is remarkable by any measure. AIOs now appear on more than one in five queries, generating synthesized answers directly within the SERP by pulling content from multiple sources. For users, this means faster answers. For SEO professionals, it means a fundamental shift in what “ranking” actually looks like.
How do you optimize for AI Overviews in 2026?
Generative Engine Optimization (GEO) is the discipline that addresses this directly. The core principle: your content must be quotable, structured, and clearly attributed. AI systems favor content that answers specific questions concisely, cites verifiable sources, and uses named entities rather than vague references.
Practically, this means:
- Writing answer-first paragraphs that state the conclusion before the explanation
- Using structured data markup so Google can parse your content accurately
- Earning brand mentions across authoritative third-party sources, which increases the likelihood of being cited within an AIO
- Targeting informational and comparison queries, which trigger AIOs at higher rates than transactional ones
One emerging development worth watching: Google’s AI Mode, a conversational search interface currently rolling out in the US. AI Mode pulls from a broader content pool and rewards sources with strong topical authority and high fact density. Brands investing in GEO now are building the foundation for AI Mode visibility later.
#2: Knowledge Graphs — Authoritative, But Hard to Influence
Knowledge Graphs appeared consistently across our dataset, with a notable peak in July 2025 before stabilizing at elevated levels through early 2026. These panels—appearing at the top right on desktop or at the top of mobile SERPs—display structured entity information about brands, people, places, and concepts.
The challenge with Knowledge Graphs is influence, not just visibility. Google constructs them from its own Knowledge Graph database, drawing on Wikipedia, Wikidata, schema markup, and structured signals from your own web presence. You cannot “rank” for a Knowledge Graph the way you rank for a blue link.
What actually moves the needle for Knowledge Graph appearances?
Consistency is the operative word. Knowledge Graphs reward brands that maintain:
- Consistent entity information across Google Business Profile, Wikipedia, Wikidata, and your own website
- Schema markup for organization, person, or product entities, implemented correctly and kept current
- Strong brand search volume, which signals to Google that your entity is worth displaying prominently
- Third-party citations from authoritative publications that reference your brand name alongside consistent descriptors
For established brands, Knowledge Graph optimization is a long-term credibility play. For newer businesses, the priority is ensuring your entity data is accurate and consistently referenced across the web—then letting Google’s systems catch up.
#3: Image Carousels — The Visual SERP Is Expanding Fast
Images are no longer a secondary consideration in SEO. Our dataset shows consistent growth in image carousel appearances at position one, with a particularly pronounced trend on smartphone queries. On mobile, image carousels frequently appear above the first organic result, effectively pushing traditional blue links below the fold.
The desktop picture is different. Image features appear less frequently on desktop, and when they do, they tend to accompany informational content rather than lead it. This creates a platform-specific optimization challenge that many SEO strategies currently overlook.
How should you optimize images to win carousel placements?
Image SEO in 2026 demands more than descriptive alt text. The features dominating position one reflect a combination of technical quality signals and content relevance signals:
- File naming and alt text: Use descriptive, keyword-aligned file names and alt text that accurately describe the image content
- Structured data for images: Implement ImageObject schema where relevant, particularly for product images, recipes, and how-to content
- High-resolution originals: Google prioritizes image quality, especially for carousel results on high-DPI smartphone displays
- Contextual relevance: Images embedded within content that matches the search intent perform better than standalone image pages
- Page speed: Slow-loading image pages are penalized on mobile; use next-gen formats like WebP and implement lazy loading
For e-commerce brands, image carousels represent a significant untapped opportunity. Product images that rank in carousels drive click-through from users still in discovery mode—often earlier in the purchase journey than a standard organic result would reach.
#4: Local Packs — Growing, Evolving, and Highly Competitive
Local Packs are the three-result map-and-listing block that appears for queries with geographic intent. Our research tracked Local Pack share growing from 4% of analyzed SERPs in 2024 to 5.7% by early 2026—a 42.5% relative increase over the study period.
This growth reflects two converging trends: more users conducting local searches on smartphones and Google continuing to expand the triggers that activate local pack results. Queries that would previously have returned only organic results now increasingly surface a Local Pack, particularly in service, retail, and hospitality categories.
US vs. UK: Are Local Pack trends the same in both markets?
Not entirely. Our dataset revealed that Local Pack appearances are more frequent in the US market than in the UK, likely reflecting differences in Google’s local data density and business listing coverage. However, growth trends are directionally consistent across both markets—Local Packs are gaining share in both regions.
One development accelerating this growth: Google has begun testing AI augmentation within some Local Pack results. Rather than displaying standard review snippets, some packs now show AI-generated summaries of business reviews. For brands with strong review profiles, this amplifies the value of each positive review. For those with mixed sentiment, it creates new reputational risk.
What are the key ranking factors for Local Packs in 2026?
- Google Business Profile completeness: Fully populated profiles with accurate categories, hours, and photos rank more consistently
- Review volume and recency: A steady stream of recent, positive reviews outperforms a large historic volume with no recent activity
- Local citation consistency: Your business name, address, and phone number must match exactly across all directories
- Behavioral signals: Click-through rates, direction requests, and calls from your listing all feed into Local Pack ranking
- Proximity and relevance: Google balances distance, relevance to the query, and prominence—all three factors matter
#5: Popular Products — The Organic Shopping Feature You’re Probably Ignoring
Popular Products is among the most underutilized opportunities in our dataset. Appearing organically within the SERP (not as paid Google Shopping ads), Popular Products features grew from 1.5% of analyzed SERPs in 2024 to 4% by early 2026—nearly tripling in frequency over the study period.
The critical distinction: Popular Products placements are organic, not paid. They are driven by Google Merchant Center data and product feed quality, meaning brands that invest in Merchant Center optimization can earn premium SERP placement without incremental ad spend.
How do you earn Popular Products placements through Google Merchant Center?
- Submit a complete, accurate product feed: Ensure product titles, descriptions, prices, and availability are current and match your website
- Use high-quality product images: Minimum 800×800 resolution; clean backgrounds perform well for apparel and accessories
- Implement product structured data: Use Product schema with offers, price, availability, and review aggregations
- Gather product reviews: Popular Products listings with review stars receive significantly higher click-through rates
- Keep pricing competitive: Google’s systems factor in price competitiveness when determining which products surface for commercial queries
For retail and e-commerce brands, Popular Products is a high-growth organic channel that rewards the same data hygiene practices already required for Google Shopping campaigns.
Key Trends to Capitalize On in 2026
The five features above don’t exist in isolation. They reflect three larger directional shifts in how Google serves search results—and understanding these shifts gives you a framework for prioritizing your 2026 optimization strategy.
SERP features are continuing to grow. Every feature in our dataset grew in frequency between 2024 and 2026. This growth comes at the expense of traditional organic links. Brands that optimize exclusively for blue links are leaving an increasing share of SERP real estate uncontested.
The visual SERP is accelerating on mobile. Images, product carousels, and AI Overviews all skew toward smartphone queries. With mobile search share continuing to grow, optimizing for visual elements—image quality, schema markup, structured product data—is now a core SEO requirement, not an enhancement.
Local search signals are becoming more reliable and more AI-informed. Local Pack growth, combined with AI augmentation of review summaries, means local businesses face both greater opportunity and greater scrutiny. A strong review profile, an accurate Google Business Profile, and consistent citation data form the foundation for local SERP dominance.
AI Overviews’ grip is tightening. At 21.1% share and growing, AI Overviews are on track to appear in approximately one in four searches by the end of 2026. The brands that invest in GEO tactics now—structured content, quotable answers, entity consistency—will compound their advantage as AI Mode expands.
Own Position One: Your 2026 SERP Action Plan
The era of a single SEO strategy that covers all bases is over. Position one in 2026 belongs to brands that understand each SERP feature, match their optimization to the feature’s ranking logic, and execute across multiple channels simultaneously.
The data is clear: AI Overviews are surging, Local Packs are gaining ground, Popular Products are tripling in frequency, and image carousels are reshaping the mobile experience. Each of these features rewards a specific set of actions. None of them reward complacency.
Start by auditing your current SERP presence across these five feature types. Identify which features appear for your highest-value queries. Then build a targeted optimization plan for each—structured data for Knowledge Graphs, Merchant Center hygiene for Popular Products, GEO tactics for AI Overviews, and local data consistency for Local Packs.
The brands that treat SERP features as first-class ranking opportunities—not afterthoughts—will own position one in 2026 and beyond.
Frequently Asked Questions
What are SERP features, and why do they matter for SEO in 2026?
SERP features are non-standard results that appear alongside or instead of traditional organic blue links—including AI Overviews, Knowledge Graphs, image carousels, Local Packs, and Popular Products. They matter because they now dominate position one on many high-value queries, capturing click-through that previously went to organic listings.
How fast are AI Overviews growing on Google?
According to analysis of 200,000 SERPs conducted between 2024 and 2026, AI Overviews grew from 6.9% of search results in early 2025 to 21.1% by January 2026—a threefold increase in under twelve months, making them the fastest-growing SERP feature tracked in the study.
How is GEO (Generative Engine Optimization) different from traditional SEO?
Traditional SEO optimizes content to rank in standard blue link results based on signals like backlinks, on-page relevance, and technical performance. GEO optimizes content to be cited or surfaced within AI-generated answers—prioritizing clear structure, answer-first formatting, named entity references, and fact-dense writing that AI systems can extract and attribute accurately.
Can small businesses compete for Local Pack placements?
Yes. Local Pack rankings are based on proximity, relevance, and prominence—not domain authority or ad spend. Small businesses with complete Google Business Profiles, consistent citations, strong review profiles, and active engagement signals regularly outrank larger competitors for local queries. Completeness and recency of your local data matter more than brand size.
Are Popular Products placements paid or organic?
Popular Products are organic placements, not paid Google Shopping ads. They are driven by Google Merchant Center product feed quality, structured data, and product review signals. Brands can earn Popular Products visibility without ad spend by optimizing their Merchant Center feed and implementing Product schema markup.
Which SERP features are most impactful for e-commerce brands?
E-commerce brands benefit most from Popular Products and image carousels. Popular Products nearly tripled in frequency between 2024 and 2026 (from 1.5% to 4% of SERPs) and reward Merchant Center feed quality. Image carousels, particularly on mobile, place product visuals above organic results—making image optimization a high-leverage activity for retail and product-led brands.
