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What are SERP Features?


A SERP (Search Engine Results Page) is generated by Google as a response to a query. SERP Features are special results on SERPs that are intended to offer users helpful information with the minimum necessary to click on the result.

What SERP Features can you research on SEMrush? 

Featured snippets - Featured snippets give a summarized answer to a specific question asked on Google. Featured snippets give users a concise answer to their questions without forcing them to click on a specific result. They are located above the organic search results.

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Local Pack - Local packs show location-based results based on the subject of the query and searcher’s geographic location. Local businesses (especially in food/service industries) are commonly found in local packs. Local Pack features a map and displays the top 3 places related to the search query.

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Reviews - Review SERP Feature is a short expert of a review or rating of a business. Star ratings will appear under a domain’s result if the website’s business has received Google reviews from Internet users.

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AMP - Accelerated Mobile Pages are a form of light-weight coding for mobile webpages. AMPs are labeled in SERPs with a lightning bolt icon that tells searchers that the page will be fast and easy to browse on a mobile device. They are usually much faster to load than non-AMP pages. These are not SERP Features by nature, but we mention it because Google will indicate AMPs on the SERPs and they are important. 
Having AMP pages can enhance your chances of getting into some SERP features, and in some cases, there is no chance to get into rich results without having AMP page. For instance, to get into Visual Stories, you are required to implement ‘AMP stories’ pages on your website.
You can read more about AMP in search here.

Sitelinks - Sitelinks appear below a search result description and offer links to more related areas and subfolders of the website. When a user searches for a domain, the Sitelinks SERP Feature will show up to 10 additional site links.

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Video - Video listings are simply search results that offer videos. When a video is available you will see a small thumbnail of the video and link.

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Featured video - A featured video is a video result that appears at the top of the search engine results page. Featured videos are more prominent compared to video results, which can show up anywhere in the results.

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Video Carousel - Video carousel is a row of scrollable videos at the top of the search results.

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Top Stories - Top stories are a block of news articles relevant to a search query. They appear in the top half of the SERP. Top Stories will include the name of the publisher.

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People also ask - People also ask (related questions) are additional questions related to the search query that appear on the SERP. They will appear as a list of dropdown boxes at the top of the search results page.

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Image Pack - Image results appear for searchers where visual aid is deemed relevant by Google. Image results can appear in any position on a SERP, and draw in the eyes of searchers. Similar to the video snippets, images will appear as a row at the top of the SERP.

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Image - An image result with a thumbnail displayed along with other organic search results.

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Featured images - A collection of images are usually displayed at the top of the SERP if Google considers visual results to be more relevant than text results. Only for mobile devices.

Image Carousel - Just live video carousel they area row of horizontally scrollable images displayed at the top of search results. 

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Hotels pack  - A block that displays hotels related to a search query. Hotel results include information on prices and rating and allows users to check availability for certain dates.

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Twitter - Twitter cards generally appear less than halfway down the page and display the most recent or trending tweets related to the query. Tweets in the serp can appear from both verified and unverified accounts. A link will be provided to the twitter account that is found in this feature.

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Instant answer - These results pop up when Google can serve as a quick answer to a searcher’s query. These answers are sourced from Google’s Knowledge Graph.

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Knowledge panel - These panels appear, often on the right side of the SERP, and provide background knowledge about a topic. Knowledge panels are common among queries for a famous person, place or thing. Knowledge panel is different from the Feature snippet in that it gets its information from a different source. Feature snippet data is google driven while knowledge panel is driven from human-edited sources such as wikipedia.

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Shopping ads - These results display product ads of businesses using the Google Shopping network, also known as Product Listing Ads (PLAs). These results are technically advertisements, not SERP Features, but they are on this list because of their impact on a SERP.


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Adwords top - While these results aren’t organic SERP Features (you have to pay for them), they can take up the first four positions on the SERP, which is a valuable real estate for a search marketer. Google Ads at the top of a SERP can indicate a higher level of competition for a keyword. 

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Adwords bottom - While Google Ads ads usually take up the top of a SERP, they can also take up space at the bottom of the results page if there are enough advertisers. Similarly to Adwords top, Adwords bottom will feature up to 3 ads at the bottom of your SERP.

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Flights - A block that displays flights related to a search query. Flight results include information on flight dates, duration, the number of transfers and prices. Data is taken from Google Flights.

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FAQ - A list of questions related to a particular search that shows up for a particular organic search result. When clicked on, each of the questions reveals the answer.

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Jobs search - A number of job listings related to a search query that arrive at the top of the search results page. Job listings include the job title, the company offering the job, a site where the listing was posted and any other relevant information pertaining to the job. 

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What SEMrush tools can be used to study SERP Features?

All of the following tools allow you to research  SERP Features on SEMrush:

Here's how to use SEMrush's tools to study SERP Features opportunities and trends in your market:

Position Tracking - Discover the SERP Features present on the SERPs of your custom set of target keywords. You can pinpoint the Featured Snippets that your site occupies and gains and loses over time.

Sensor - Discover which SERP Features are the most present in various industries of search.


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Organic Positions Report - Enter a domain and filter their organic rankings to find keywords that trigger SERP Features and the SERP Features that the domain has rankings for.

And this is how the SERP Features widget looks in the Overview tab of the report:

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Keyword Magic Tool - Filter your keyword research by SERP Features.

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Keyword Difficulty Tool - Display the various SERP Features that a specific keyword triggers.

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On Page SEO Checker - Receive recommendations to target and rank for various SERP Features.What are SERP Features? image 30