The document discusses trends in SERP features by industry, keyword, and device. It finds that SERP features vary significantly between the U.S. and U.K. and also change rapidly over short periods of time. The top three SERP features are identified for several industries, such as PLAs, images, and videos for ecommerce. It recommends that marketers classify keywords by intent, review latest SERP feature trends for their industry/topic, and develop an integrated search strategy using prominent SERP features to maximize visibility.

1. Win the SERPs:
A story of SERP Feature
trends by industry,
keyword and device
Gerald Murphy Similarweb
@GeraldSearch
@Similarweb

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U.K.
Which company has the
largest organic traffic
within the ‘Food and
Drink’ industry in 2021?
Tweet reply
#SimilarwebSEO

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What will we
cover today?
● SERP complexity
● U.S. vs U.K. SERP Features trends
● Top SERP features you should be
optimising for
● SERP Features by industry
● Best practices so you can win the SERPs

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SERP Features exist
to help us find information

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But.. Its complex

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Of Google Searches
have never been seen before
Google (2022) Our approach. [link]
And this is just one search engine
15%

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We don’t always find information from a SERP
Push
Pull
- Google Discover
- Really Simple
Syndication Feeds
(RSS)
Conversations -
Web search via a SERP -

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When we pull-to-find information on a SERP, we have different modes
Source: Marchionini, G. (2006) Exploratory search. From finding to understanding [link]
Mode Description Objective
Lookup - Carefully specified queries
- Yield precise results
- Minimal need for result set
examination
- Fact retrieval
- Known item search
- Transactional
- Verification
Learn - Requires cognitive processing and
interpretation
- Knowledge acquisition
- Comparison
- Socialise
Investigate - Multiple query iterations
- Over long periods of time
- Analysis
- Evaluation
- Discovery
- Planning/forecasting

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These modes are connected to, and reinforce why SERP Features exist
Source: Marchionini, G. (2006) Exploratory search. From finding to understanding [link]
Mode Description Objective Example SERP Features
Lookup - Carefully specified
queries
- Yield precise results
- Minimal need for result
set examination
- Fact retrieval
- Known item search
- Transactional
- Verification
- Featured snippet
- Instant answers
- Knowledge card
Learn - Requires cognitive
processing and
interpretation
- Knowledge acquisition
- Comparison
- Socialise
- Local pack
- News
- Recipes
- PLAs
Investigate - Multiple query iterations
- Over long periods of
time
- Analysis
- Evaluation
- Discovery
- Planning/forecasting
- Related questions
- Related searches
- Twitter

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Simplified overview of the search process
Keywords
- Voice
- Type
Processing
Understand query:
● Keyword categorisation
● Latent semantic indexing (LSA)
● Bidirectional Encoder
Representations from
Transformers (BERT)
Results
- Bias
- SERPs with SERP Features
(today’s focus)

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Our online behaviours further complicate the SERP & SERP Features

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Biden age Russian invasion of Ukraine
Capital of Canada
95% 97% 54%
Zero clicks further complicate SERP interactions

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SERP Features exist to help with search modes and helping us find info
Product Listings Ads (PLAs), Maps PLAs, knowledge panel maps People also ask, regular results People also ask, Twitter

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Let’s dive in!

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So you can win
the SERPs

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Methodology

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● See U.S. and U.K. SERP Feature trends
● Identify the top 10 most prominent SERP
Features in the U.S. and U.K. by branded
vs non-branded keywords and device
● Find out SERP Features by industry
What we set
out to find

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What and how much data did we use?
Industries
● We have a grand total of 120
industries in Similarweb Pro
● We analysed some of most
mainstream industries
12
SERP Features
● January 2020 to Feb 2022 (26
months worth of data)
● U.S and U.K.
● Desktop and mobile devices
● Branded and non-brand keywords
27
Keywords
● U.S. and U.K.
● We collect keyword data using a range
of methodologies (e.g. public data,
anonymous user data, first party
analytics etc)
● Our keyword data is dynamic and
updated daily
4B

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Examples of the data we used
Industries
● All industries
● E-commerce and Shopping
● E-commerce and Shopping >
Marketplace
● Food and Drink > Groceries
● Food and Drink > Restaurants and
Delivery
● Health > Mental Health
● Health > Nutrition Diets and Fitness
● Jobs and Career
● Law and Government > Government
● Lifestyle > Beauty and Cosmetics
● Lifestyle > Fashion and Apparel
● News and Media
● Sports
● Travel and Tourism
SERP Features
● Apps
● Featured
● Flights
● Hotels
● Images
● Instant answers
● Jobs
● Knowledge
● Local pack
● News
● Organic (expanded sitelinks, inline sitelinks,
sitelinks, expanded sitelinks)
● Paid (expanded sitelinks, inline sitelinks,
sitelinks, expanded sitelinks)
● PLAs
● Popular products
● Video
Keywords
Branded
● Netflix
● Google
● Sony
● Walt Disney
Non-branded
● Coronavirus
● Champions league
● Standing desk
● Office chair
● Pizza near me
● Fried rice recipe
● Suez canal blockage
● Car rental
● Flights to Hawaii
● All inclusive holidays
● Online yoga

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● Image carousel
In this section, when
we say SERP Feature
we are excluding ● Related searches
● Organic inline sitelinks
● Related questions

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U.K.
U.S.
Percentage of keywords that have images,
related questions, related searches and organic inlinks
Non-branded
27%
24%
U.S.
41%
U.K.
47%
Branded keywords
Otherwise the data is skewed and most keywords have SERP Features (July 2021)

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Number of keywords with SERP Features in the U.S. and U.K.
United States
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Feb 2022
United Kingdom
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Feb 2022

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Number of branded keywords with SERP Features in U.S. & U.K
United States and United Kingdom
Desktop & mobile, branded keywords, all industries, Jan 2020 - Feb 2022

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Number of non-branded keywords with SERP Features in U.S. & U.K
United States and United Kingdom
Desktop & mobile, non-brand keywords, all industries, Jan 2020 - Feb 2022

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Number of keywords triggering SERP Features by device - US & UK
Desktop
Desktop, brand and non-brand, all industries, Jan 2020 - Feb 2022
Mobile
Mobile, brand and non-brand, all industries, Jan 2020 - Feb 2022

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SERP Features tend to overlap more, over longer time periods
United States
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Feb 2022
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Feb 2022

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SERP Features are volatile, differing massively in shorter periods of time
United States
Desktop & mobile, branded and non-branded, all industries, Dec 2021 - Feb 2022
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Dec 2021 - Feb 2022
Dec 2021 to Feb 2022 Dec 2021 to Feb 2022

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SERP Features are volatile
United States
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Feb 2022
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Feb 2022

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SERP Features are volatile - U.K. local pack example
United Kingdom
Desktop & mobile, non-brand keywords, all industries, Jan 2020 - Feb 2022
Lockdown
Lockdown
Lockdown

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Annual percentage SERP Feature differences of 2020 and 2021
United States and United Kingdom
Desktop & mobile, non-brand keywords, all industries, Jan 2020 - Feb 2022

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SERP Features by Industry
And the ‘Big 3’ SERP Features for each Industry

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eCommerce - PLAs, images and videos
United States and United Kingdom
Desktop & mobile, non-brand keywords, eCommerce, Dec 2021 - Feb 2022

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Food and Drink/Groceries - PLAs, local, images
United States and United Kingdom
Desktop & mobile, non-brand keywords, Food and Drink/Groceries, Dec 2021 - Feb 2022

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Sports - Twitter, News, Featured
United States and United Kingdom
Desktop & mobile, non-brand keywords, Sports, Dec 2021 - Feb 2022

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Food and Drink/Restaurants & delivery - Local, knowledge, related
United States and United Kingdom
Desktop & mobile, non-brand keywords, Food and Drink/Restaurants & delivery, Dec 2021 - Feb 2022

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Mental Health - Featured, related and instant answers
United States and United Kingdom
Desktop & mobile, non-brand keywords, Mental Health, Dec 2021 - Feb 2022

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Jobs/Careers - Jobs, featured, paid
United States and United Kingdom
Desktop & mobile, non-brand keywords, Jobs/Careers, Dec 2021 - Feb 2022

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Law/Government - Jobs, featured, Twitter
United States and United Kingdom
Desktop & mobile, non-brand keywords, Law/Government, Dec 2021 - Feb 2022

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Beauty/Cosmetics - Featured, PLAs and video
United States and United Kingdom
Desktop & mobile, non-brand keywords, Beauty/Cosmetics, Dec 2021 - Feb 2022

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Fashion - PLAs, images, Paid
United States and United Kingdom
Desktop & mobile, non-brand keywords, Fashion, Dec 2021 - Feb 2022

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News/Media - News, featured, item, Twitter, Apps
United States and United Kingdom
Desktop & mobile, non-brand keywords, News and media, Dec 2021 - Feb 2022

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Travel - Flights, hotels, local
United States and United Kingdom
Desktop & mobile, non-brand keywords, Travel, Dec 2021 - Feb 2022

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Top tips to win with SERPs

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Don’t ignore your branded SERP Feature Keywords, still an opportunity
United States and United Kingdom
Desktop & mobile, Brand keywords, All industries, Jan 2020 - Feb 2022

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Like good SEOs, Search Engines classify keywords
Keyword intent phase PPC/SEO Buyer’s journey phase
Most relevant
search engine
Informational Non-commercial Awareness Google
Navigational Sometimes commercial Amazon and YouTube
Transactional Commercial Decision Amazon
Consideration
Amazon, Google
and YouTube
Inspirational YouTube

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Awareness - searcher does not know what they want
Paper
Consideration - searcher is closer to what they want
Printer paper
Decision - searcher knows what they want
A4 printer paper
1
2
3
Inspirational - searcher wants outside of the box ideas
How to make an aeroplane out of printer paper
4
Classify your keywords to unlock SERP Features
by buyer’s journey phase

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Review the latest SERP Features to gain market-specific insights

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If you are focusing on video, keep a closer eye on video trends

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Use SERP Features to start to building an integrated search strategy
‘Air conditioning unit’
Amazon ‘double bubble’ Typical Google SERP Dominate YouTube presence
‘James Bond’
‘LED lights’

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Constantly review SERP Features trends by topic and by landscape
Keyword-specific
Looking at a core topic
Domain-specific
Looking at what competitors are doing

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United States
Desktop & mobile, branded and non-branded, all industries, Dec 2021 - Feb 2022
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Dec 2021 - Feb 2022
Know your industry’s SERP Features

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Keep analysing data, download our SERP Feature whitepaper
Get the full report on SERP
Feature Trends Every SEO Must Know
Download the report
Ready to see what SERP features
are right for your industry?
Book demo

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Summary

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● We have many SERP behaviours. SERP Features
exist to help us find quality information as
quickly as possible
● There are significant opportunities in U.S. and
U.K. SERP Features, the world changes fast, so
do SERP Features, continually monitor these
changes
● Categorise your keywords, monitor the buyer’s
journey, start building out your search strategy
using SERP Features
Drive your SERP
Feature presence

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Thank you!
@GeraldSearch