With all of the updates to Google’s SERP features, it can be a challenge to know which strategies can keep you visible in the midst of recent developments. Let us help. Join us for a deep dive into all things SERP features, what they are, and why they’re important. We’ll also show you how you can snag some for your own business. STAT’s Senior Search Scientist, Tom Capper, will show you all you need to know to craft an end-to-end strategy, with the latest research on SERP features in 2024, including how frequently each is appearing, and how much visibility each is driving, with comparative analysis across device type and geographic market. We’ll show you: - An overview of SERP features: what they are, why they’re important, and what’s new. - How the top 5 SERP features stack up with fresh data on prevalence and share of voice. - How to craft your own tailor-made SERP feature strategy to win visibility. You’ll come away knowing how to uncover strategic SERP feature insights in your space for content, competitive research, and on-page optimizations, in order to boost your organic presence. Ready to learn how to incorporate a more robust approach to SERP features into your SEO strategy? Check out this webinar!

2. TOM CAPPER
Sr. Search Scientist
@THCapper
tom.capper@moz.com

3. ON THE AGENDA:
● What are SERP features? Why do they matter?
● The top 5 SERP features in 2024
● How to scope out your SERP feature landscape
● 6 ways SERP features can inform SEO strategy
● Q&A and breakout session

4. STEPHANIE CHEUNG
Enterprise Account Executive
CHRIS ANG
Enterprise Account Executive
BREAKOUT SESSION

5. WHAT ARE SERP FEATURES?

6. A LONG, LONG TIME AGO…
…search was much simpler.

7. THE GOOD OLD DAYS OF “10 BLUE LINKS”

8. AS SEARCH EVOLVED, SERP
FEATURES ARRIVED ON THE SCENE.
It’s not only about ranking number one anymore.

9. SERP features
Organic results

10. SERP FEATURES COME IN ALL
SHAPES AND SIZES.
Featured snippets, local packs, recipes, carousels,
forums and discussions, and more.

11. WHY (AND HOW MUCH)
DO SERP FEATURES
MATTER?

12. VISIBILITY OF ORGANIC RESULTS IS DROPPING

13. SERP FEATURES ARE TAKING OVER.
The majority of visibility available on a SERP is now
owned by features.

14. MANY SERP FEATURES ARE A
GOLDEN OPPORTUNITY TO
WIN VISIBILITY.
But we’ll come to that later…

15. SERP FEATURES IN 2024:
THE RESEARCH

16. THE METHODOLOGY:
● 10,000 head terms
● Smartphone + desktop
● US + UK
● First 14 days of 2024
● Presence + share of voice
● Comparison with Feb ‘23

19. WHICH SERP FEATURE DRIVES THE
MOST VISIBILITY IN 2024?
POLL QUESTION

20. WHICH SERP FEATURE DRIVES THE
MOST VISIBILITY IN 2024?
Take your best guess and see if it matches with our
research findings.
POLL QUESTION

22. TOP 5 SERP FEATURES

23. 1. LOCAL PACKS

24. LOCAL PACKS &
MOBILE ARE BFFS.
Were always smartphone-heavy,
but now even moreso.

25. THE LOCAL PACK LEAD
IS SLIPPING.
● Presence up
● Visibility down
This means other features are
appearing above local packs.

27. 2. CAROUSELS

28. 2. CAROUSELS

29. 2. CAROUSELS

30. CAROUSELS ARE
THRIVING ON MOBILE.
In some ways this is a bellwether
for general feature vs. organic
trends.

31. CAROUSELS PREFER
THE UK.
This is driven by opposite trends in
carousels attached to organic
results.

33. 3. KNOWLEDGE GRAPH

34. MOST IMPROVED SERP
FEATURE: THE
KNOWLEDGE GRAPH.
Upwards, everywhere, by every
metric.

35. KNOWLEDGE GRAPHS
FAVOR SMARTPHONE
SERPS.
This is a huge device disparity.

36. KNOWLEDGE GRAPHS
LIKE TO PARTY IN THE
USA.
This is an interesting flip-side to
the carousel data.

38. 4. “PEOPLE ALSO ASK” BOXES

39. “PEOPLE ALSO ASK” IS
DROPPING.
Down everywhere by any metric.

40. ARE PAA BOXES BEING
REPLACED?
Refinement buttons or “ask a
follow up”?

41. OR IS GOOGLE JUST
DOING SOME TIDYING?
Google has also expressly stated
their intention to simplify and show
cleaner search results.

43. 5. NEWS

44. A STEEP DECLINE FOR
NEWS.
News results are massively down
in presence.

45. A STEEP DECLINE FOR
NEWS.
News results are massively down
in presence.
This is driven by newer formats like
discussion and forums.

46. NEWS IS DOWN BUT
SHOWS UP NEAR THE
TOP OF A SERP.
The dip in share of voice was not
proportionate.

48. HOW TO SCOPE OUT
YOUR SERP FEATURE
LANDSCAPE

49. Your SERP feature landscape will be unique depending
on your site, search competitors, industry, and
geographic location.
SURFACE THE FEATURES IN YOUR
SPACE.

50. HOW TO SCOPE OUT YOUR SERP
FEATURE LANDSCAPE:
1. Perform keyword research
2. Find the result types surfacing for your keywords
3. Identify features that align with business goals
4. Set up strategic keyword segments
5. Monitor changes over time

51. 1. PERFORM KEYWORD RESEARCH
You did this already …right?

52. 2. FIND THE RESULT TYPES
SURFACING FOR YOUR KEYWORDS
The next step to surfacing opportunities is
understanding which SERP features are being triggered
for your keywords.

53. STAT KNOWS SERP
FEATURES.
If you’re working in STAT, an easy
way to do this quickly and at scale
is in the SERP Features tab.

54. 3. IDENTIFY FEATURES OF INTEREST
Not all SERP features are made equal and it’s important
to hone in on those that map to your business goals.

55. NOT EVERY SITE CAN APPEAR IN
EVERY TYPE OF FEATURE.
For example:
● Local packs — require bricks and mortar
● News — many sites will struggle to gain inclusion

56. 4. SET UP STRATEGIC SEGMENTS
Feature buckets are a useful way of segmenting
keywords.

57. ONE OF THESE FOR
EACH RESULT TYPE:
● Total — the total number of
keywords returning the SERP
feature
● Owned — how many of that
total you actually own
● Unowned — how many you
have yet to own

58. THEY WILL ALSO HELP
YOU IDENTIFY
COMPETITORS &
INTENTS.
A nice bonus.

59. 5. MONITOR CHANGES OVER TIME
Trends can be some of the most instructive data here.

60. KEEP YOUR FINGER ON THE PULSE

61. AN EXCLUSIVE OFFER,
JUST FOR YOU.

62. SERP FEATURES &
SEO STRATEGY

63. 6 WAYS SERP FEATURES CAN
INFORM SEO STRATEGY:
1. Research opportunities vs. SEO opportunities
2. Competitor research
3. Keyword prioritization
4. Matching search intent
5. Targeting opportunity
6. Measurement, forecasts, and goals

64. 1. RESEARCH
OPPORTUNITIES VS. SEO
OPPORTUNITIES

69. 2. COMPETITOR
RESEARCH

70. Knowing who your competitor is may inform your
strategy and product positioning.
KNOW YOUR ENEMY.

71. If your competitors are primarily appearing in video
results, perhaps you need a YouTube strategy.
THE BEST DEFENCE IS OFFENCE.

72. 3. KEYWORD
PRIORITIZATION

73. VISIBILITY OF ORGANIC RESULTS IS DROPPING

74. 4. MATCHING SEARCH
INTENT

75. If Google thinks this is an image SERP, perhaps your
content should reflect this.
SERP FEATURES PROVIDE BIG
HINTS ON SEARCH INTENT.

76. 5. TARGETING
OPPORTUNITY

77. SOME FEATURES ARE
MOSTLY NOT BUILT ON
TRADITIONAL SEO
TECHNIQUES.
Like local packs, news, and images.
These fall into the category of
“vertical search” and often require
their own tactics.

78. BUT SOME FEATURES
DO OVERLAP.
They are organic-ish. Like featured
snippets.

79. ANALYSE & OPTIMIZE.
Dig into your keyword data and
begin crafting a plan.

80. LET GOOGLE HELP YOU.
We recommend looking at
keywords where you’re already
within the top 20.

81. WORK SMARTER, NOT HARDER.
Volume + rank + unowned + winnable = the
opportunities you’re searching for.

82. SNOOP ON THE COMPETITION.
Reverse-engineer their approach to see if you can win
ownership.

83. DON’T REINVENT THE WHEEL.
Take cues from:
● Page layout
● Structured data implemented
● The content itself and the format it appears in

84. 6. MEASUREMENT,
FORECASTS, AND GOALS

85. RANK VS. BASERANK VS. SHARE OF VOICE

86. IMPRESSIONS → CLICKS → REVENUE

87. RINSE & REPEAT. AGAIN & AGAIN.
Use the findings from your ongoing reporting to iterate
on your approach.

88. TAKE THE RESEARCH HOME.
Don’t forget to download our SERP feature study from
the Handouts tab.

89. TAKE THE RESEARCH HOME.
Don’t forget to download our SERP feature study from
the Handouts tab.

90. STEPHANIE CHEUNG
Enterprise Account Executive
CHRIS ANG
Enterprise Account Executive
BREAKOUT SESSION

91. QUESTIONS (& ANSWERS)

92. Thank you!

93. Thank you!
Feel free to join the
breakout session.