What is the Flight Pack SERP Feature on Google?

The Flight Pack SERP Feature, also known as Google Flights, is a specialised search result that appears when users search for flight-related queries on Google. This feature displays flight options, including dates, durations, prices, and airline information, directly on the search results page. It's designed to help users quickly compare and book flights without leaving Google's interface.

Unfortunately, the Flight Pack SERP Feature does not offer direct benefits for organic site visibility. This feature pulls data directly from Google Flights, which aggregates information from various airlines and travel booking platforms. Individual websites cannot be optimised to appear in this feature organically.

However, understanding the presence of this feature is crucial for SEO strategies:

1. Keyword targeting: Knowing which queries trigger the Flight Pack can help you avoid competing for these highly competitive terms where organic results are pushed down.

2. Paid advertising opportunities: While not organic, businesses in the travel industry can consider Google Ads campaigns to appear above the Flight Pack feature.

3. Content strategy adjustment: This knowledge can guide you to create content that complements flight information rather than directly competing with it.

It's important to note that standard SEO practices cannot directly influence the appearance in the Flight Pack SERP Feature, as it's a closed system managed by Google. However, if you're an airline or travel booking platform looking to have your flights included in Google Flights (which feeds the SERP feature), consider the following actions:

1. Partner with Google: Establish a partnership with Google to provide flight data directly to their system. This typically involves becoming an official partner and integrating your booking system with Google Flights.

2. Implement structured data: While not directly influencing the Flight Pack, using Schema.org's Flight and Airline schemas on your website can help Google understand your content better.

3. Optimise for local search: If you're an airline or travel agency with physical locations, ensure your Google Business Profile is fully optimised. While this won't directly impact the Flight Pack, it can improve your overall visibility in travel-related searches.

4. Focus on user experience: Ensure your website provides an excellent user experience, with fast loading times and mobile optimization. While this doesn't directly impact the Flight Pack, it can improve your overall search visibility and potentially your relationship with Google.

5. Provide accurate and up-to-date information: If you're able to feed data into Google Flights, ensure all flight information, including prices, schedules, and availability, is accurate and updated in real-time. This is crucial for maintaining a good standing with Google and providing value to users.

Remember, these actions are more about positioning your business to potentially be included in Google Flights rather than directly optimising for the Flight Pack SERP Feature. The Flight Pack is a closed system, and standard SEO practices do not apply in the same way they do for organic search results.