What Semrush tools can I use to research SERP features?
What are SERP features?
SERP (Search Engine Results Page) features are additional elements found on the search engine results page that provide new content beyond the standard text describing a link to a website. Rather than just displaying meta data related to the URL, these features enrich the user experience. Google calls them “search results features” or “search features” for short.
SERP features can be an important factor in determining how Google sees your website. Being able to take advantage of SERP features can help you get ahead of your competitors.
Luckily, Semrush offers a number of reports and tools that can help you explore your SERP features.
You can find data about the presence of domains in various SERP features (including knowledge panels, reviews, recipes, and more). You’ll find links at the bottom of this page to read more about each SERP feature and how we collect the data.
Each of these tools offers specific ways to research your market and niche for SERP features. Follow the quick guides below to unlock the potential of each tool and report:
Organic research
The Overview tab provides a summary of the site’s SERP feature rankings – which features it has and which features are occupied by other domains.
Click on each icon to open the Positions report with a filter automatically applied.
You can skip this step and start working with the Locations report right away.
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Practical example:
If you run a recipe website, check which of your recipes appear in SERP features like “recipes” or “reviews.” This can help you understand which content is getting more attention and improve the rest of your recipes accordingly.
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Under the SF (SERP Features) column, you can see all the SERP features that the site is ranked in, as well as the other features that are triggered by a particular word. Or you can sort by SERP feature instead.
You can also see how much traffic you can get by ranking for a SERP feature that triggers on both mobile and desktop.
Keyword overview
Use Keyword Insights to get in-depth data on potential keyword candidates. Look at the SERP Analysis report to see the SERP features triggered by a particular word and the URLs associated with them.
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Interesting use:
SERP features can also be used as a tool to improve the user experience on your website. By understanding which SERP features appear for certain keywords, you can tailor your content to better match users’ expectations and provide them with richer, more useful information.
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Keyword Magic Tool allows you to explore SERP features. To find SERP feature opportunities, all you need to do is use the SERP feature filter.
Location tracking
Here you can see the SERP features you have on the search results (SERPs) for your targeted keywords. This report allows you to identify each SERP feature that your site is gaining and losing over time. Simply hover over the icon in the column to see exactly which SERP features a particular keyword has.
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Useful tip:
Check your competitors’ SERP features to see where they are outperforming you. This can give you ideas for improving your content and gaining a competitive advantage.
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The Landscape report in Location Tracking shows your domain’s performance across all available SERP features. You can click on icons to get the Rankings Overview report with a filter for that SERP feature:
Note that some SERP features can only be tracked in Bing location tracking campaigns, such as:
- AI Summary
- AI Stories
- Ask AI
- Conversation with AI
SEO checker in the interface
An in-interface SEO checker provides suggestions for improving any page that could be eligible for a Featured Snippet mention. You’ll get suggestions to add markup code to your page so that your page can earn a star rating system or include keywords to make your content more relevant to users’ search intent.
Sensor
In the Sensor Report, you can find out which SERP features are most prevalent in different search industries. By switching industries, you can see which SERP features play a more significant role than others.
By connecting a location tracking campaign with a sensor, you can test the volatility of your keyword set and compare changes in your SERP feature rankings with the volatility of those same features across the web.
To find out more about SERP features and their benefits, you can check out this helpful blog article.
Understanding SERP features
SERP features are not just aesthetic additions to the search results page, but they are also an important tool for website owners and marketers. Understanding these features can improve your marketing strategies and maximize your website’s visibility.
Types of SERP features
- Knowledge panels: These panels present comprehensive information about a specific topic, such as people, places, or events.
- Rich results: These results include images, ratings, and additional information that enriches the result.
- FAQ: This feature displays frequently asked questions and answers related to the keyword.
- Recipes: This feature displays recipes with photos, ratings, and ingredients.
- Reviews: This feature displays reviews and ratings of products or services.
How do SERP features affect SEO?
SERP features affect SEO in several ways:
- They can increase the click-through rate (CTR) on your results.
- They provide additional information to users, which can improve the user experience.
- They can improve the visibility of your brand.
- They may affect search engine rankings.
How to take advantage of SERP features
To take advantage of SERP features, there are a few steps you can take:
- Improve your content to match the requirements of SERP features.
- Use Schema Markup to help search engines understand your content.
- Perform keyword research to identify opportunities for SERP features.
- Follow your competitors to see what SERP features they are taking advantage of.
summary
SERP features are an important tool for any website owner or digital marketer. By understanding and utilizing them, you can improve your website’s visibility and gain a competitive advantage in the marketplace.