SERP Features

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.

Quick Links

• Overview of SERP Features in Keyword Explorer
• SERP Features in SERP Analysis
• SERP Features in Keyword Lists
• Types 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.

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

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.

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.

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.

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 (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!

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.

Images

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

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.

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.

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 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.

Related Questions

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

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.

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.

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.

Top Stories

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

Tweets

Results in SERPs that link directly to tweets.

Videos

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

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