Beyond standard organic and paid search results, search engine results pages (SERPs) often include other features, such as videos, tweets, links, popular products, etc. 

These widgets are called SERP Features and can be analyzed at a keyword level using Similarweb. (see below for a complete list of SERP features)

SERP_features.png

 

In this article, we'll review the different types of SERP features and how understanding SERP can be valuable to your strategy.

What is the value?

Understanding the features of a search engine results page (SERP) can help you improve the visibility of your website in search engine results and increase the amount of traffic that it receives. By knowing which features are available on a SERP and how they work, you can optimize your website to take advantage of these features and improve your chances of appearing in them.

For example, if a SERP includes a featured snippet, you can optimize your website to try to be selected for that snippet. Additionally, understanding SERP features can help you understand how your website is performing in search results and identify areas for improvement.

Three key reasons to optimize your content to show up on SERP features:

  • Traffic: SERP features are often actioned and drive traffic.

  • Visibility/awareness: SERP features are positioned high on the result page. Even if the feature isn't clicked, it still creates an impression.

  • Credibility: Being featured in a SERP feature helps your site appear to be an expert on a given query

Types of SERP Features

There are several different types of features that can appear on a search engine results page. Below are the SERP features that are included in Similiarweb Website Analysis and Keyword Analysis modules.

Feature Location

Try it now! Website Analysis > Enter a website and go to Keywords.

The SERP features insights are available on several pages within the Website Analysis and Acquisition Channels modules.

  1. Within the Competitive Analysis module, go to Website Analysis and enter the website to be analyzed.

  2. Go to Search Traffic > Keywords.

  3. Click Compare and add up to 4 of your competitors.

    A full list of keywords that are driving traffic to you and your competitors' websites in the given time frame is displayed.

  4. You can apply any of the filters to narrow down your list.

  5. Within the keyword list table, look at the SERP Features column. Consider optimizing your content to focus on ranking for a specific SERP feature that your website is not currently ranking for.

 

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