SERP Features

What's Covered?

In this guide you’ll learn more about SERP Features in Keyword Explorer. We will cover where you can see SERP Feature data and the types of SERP Features we report on in Keyword Explorer. If you are looking for more information about SERP Features in your Moz Pro Campaign, please see our Rankings guide related to SERP Features.

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Overview of SERP Features in Keyword Explorer

Within Keyword Explorer, we’ll note when a SERP Feature is present for a particular keyword. You can see this information in the SERP Analysis section and also within Keyword Lists.

This article details all the SERP Features covered by Keyword Explorer in a bit more detail and where you can find them.

SERP Features in SERP Analysis

Under the SERP Analysis tab in Keyword Explorer you'll see SERP Features like Image Packs, Featured Snippets, Related Questions, and more, present in the results along with the Organic Results on Page One.

To find SERP Features in Keyword Explorer follow these steps:

  1. Type in your keyword into Keyword Explorer
  2. Click on SERP Analysis
  3. Scroll down to Organic Results on Page One
From within Keyword Explorer you can head to SERP Analysis to see what SERP Features are included on the first page of the search results.

You'll see a snapshot of the SERP Features present when we accessed that page. It’s good to keep in mind that no single SERP will contain every feature, and in Keyword Explorer, not all of these results are imported into the tool. In cases where they aren’t, placeholders indicating that those SERP Features are present will show up.

SERP Features in Keyword Lists

Within Keyword Lists, we’ll identify which keywords have SERP Features present. At the top of the Keyword List, there will be a bar graph displaying all the SERP Features able to be detected in Keyword Explorer. Hover over each one to see how many keywords on your list have that SERP Feature present.

Within Keyword Lists in Keyword Explorer, you can see a bar chart indicating how many of your list's keywords have SERP feature present and what they are.

Below the available charts, you will have the option to filter your list by SERP Feature. Each keyword within the list will have icons representing the SERP Features present - hover over the icon for more information.

Within Keyword Lists, SERP Features will be noted below each keyword with an icon for each type of feature. You can also filter by SERP Feature.

Types of SERP Features in Keyword Explorer

AdWords (Top)

This is going to represent the paid ads which show up at the top of the SERPs page. In Keyword Explorer, you’ll see a box above the SERP that says “AdWords Top” to indicate that we found paid ads at the top of the page.

AdWords (top) feature at the top of the SERP in SERP Analysis.

AdWords (Bottom)

The AdWords (Bottom) Feature is pretty much the same thing as the paid ads at the top of the page. This Feature is just at the bottom of the SERP!

AdWords (bottom) feature at the bottom of the SERP in SERP Analysis.

Featured Snippets

A Featured Snippet is a summary of an answer to a question a searcher asks. This tends to be at the top of the SERPs and include a snippet of text from the linked site.

The Featured Snippet SERP Feature in SERP Analysis.

Images

This one is pretty simple. It just means there are Image results in the SERPs!

How the images SERP Feature is represented in SERP Analysis. For this SERP Feature, links for each image are included in the preview.

In-Depth Articles

In-Depth Article features offer options for deep diving into more ambiguous terms in case a searcher is looking to learn more about a topic.

Knowledge Card

A Knowledge Card generally appears towards the top of the SERPs and provides simple answers to searchers’ queries. Think of things like simple definitions for words or quick answers to easy mathematical calculations.

How the knowledge card SERP Feature is represented in SERP Analysis.

Knowledge Panel

Also known as the Knowledge Graph, this has more detailed information than the Knowledge Card based on the query. For example, searching for Bob Dylan returns a Knowledge Panel with images, his name, his occupation, his Wikipedia entry, and much more. This will show on the right-hand side of the SERP.

The Knowledge Panel SERP Feature is represented as a drawer on the side of the SERP Analysis. Click the green bar to expand.

Local Packs

This is a 3-pack of local business results that shows a map of locations as well as the top 3 business matches, with information like hours of operation, contact information, reviews, website URL, and directions.

Local Pack SERP Features in SERP Analysis include the names, phone numbers, and addresses of the locations included.

Local Teaser

Similar to a Local Pack, this is a 3-pack of local business results shows a map of locations as well as the top 3 business matches with information like hours of operation, reviews, and images. Notably missing from a Local Teaser is a link to the website. Options to sort by things like price and rating are also available.

Local Teaser SERP Features in SERP Analysis include the names, business types, and cities of the locations included.

Related Questions

A list of related queries Google puts together to expand your results a bit more.

How the Related Questions SERP Feature is represented in SERP Analysis

Reviews (Stars)

Pages in the SERPs with star reviews associated with them. They will be marked as an organic result in SERP Analysis but will have a star icon beside the title of the page.

How Review SERP Features are represented in the SERP Analysis. They appear like normal organic links but with a star icon to the left of the title.

Shopping (Paid)

Results that allow searchers to directly click on and then purchase products associated with their search. These results are now part of Google paid platform, and show up to the right in SERPs.

The Shopping (paid) SERP Feature is often represented as a drawer on the side of the SERP Analysis. Click the green bar to expand.

Site Links

SERP results that contain pages with deeper links to their sites. They will be marked as an organic result in SERP Analysis but will have a link icon beside the title of the page.

How Site Links SERP Features are represented in the SERP Analysis. They appear like normal organic links but with a link icon to the left of the title.

Top Stories

Sometimes known as a News Box, this feature includes links to time-sensitive articles about the topic a searcher is querying.

The Top Stories SERP Feature in SERP Analysis will include links to the articles included.

Tweets

Results in SERPs that link directly to tweets.

The Tweet SERP Feature in SERP Analysis will include a link to the tweet.

Videos

Video results for user searches. They are sometimes identified as organic results with a video icon to the left of the title.

Video SERP Feature in SERP Analysis.

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