SERP Features

In this guide you’ll learn about the SERP Features section in your Moz Pro Rankings. We outline what SERP features are tracked and how to see where your site is featured.

Quick Links

• What is a SERP Feature?
• Overview of SERP Features in Moz Pro
• Trended Analysis
• Keywords and Features
• Filtering by SERP Feature
• Filtering by Location
• SERP Feature Insights
• Featured Snippets
• Export to CSV
• Analyze a Keyword

A SERP feature is any result on a Google Search Engine Results Page (SERP) that is not a traditional, organic result.

The features shown above, such as Image Packs and Related Questions, can draw clicks away from organic search results. By understanding and tracking the SERP Features showing for your keywords, you can turn this into an opportunity to drive more traffic to your website.

You can find your SERP Features section under Rankings in the left-hand navigation panel in a Moz Pro Campaign.

Here we’re collecting data on 16 different types of features:

• Featured Snippets
• Image Packs
• In-depth Articles
• Local Packs
• Local Teasers
• Top Stories
• Reviews
• Site Links
• Videos
• AdWords (Top)
• AdWords (Bottom)
• Knowledge Cards
• Knowledge Panels
• Related Questions
• Shopping Results
• Tweets

We'll be able to show you if your site is present in:

• Featured Snippets
• Image Packs
• In-depth Articles
• Local Packs
• Top Stories
• Reviews
• Site Links
• Videos

For the rest of the features we'll report if it's present on the SERP, but not if your site is in this result.

For an in-depth breakdown check out the full SERP Feature Glossary.

The Overview chart shows you the percentage of keywords in your Campaign that have a SERP Feature (in grey) along with the percentage of features your site is present in (in blue).

You’ll see the data breakdown by hovering over the chart. In the example above, 30 of the 86 keywords tracked in this Campaign have Site Links. The blue bar indicates that our site is present in 28 of the 30 Site Links results.

To dive deeper into each type of feature, toggle to Trended Analysis, nested under the Overview menu.

From the drop-down menu on the right, select a specific feature. In parentheses you’ll see the number of keywords in your Campaign with that SERP feature present.

Selecting a SERP feature reveals your weekly progress.

The orange bar shows the percentage of keywords in your Campaign with that feature present in the SERPs. The blue line shows you how many of these results your site is in. Every week you’ll see new data so you can keep one eye on your performance and another on your competition.

Here is another example showing the weekly progression of your site’s performance vs. your competitor’s:

It’s only natural that you’ll want to see this information for your tracked keywords.

Before you dive in, here is a handy key to help you decipher these icons:

Blue - Your site is in the feature

Orange - You and one or more of your competitors are in the feature

Red - You are not in the feature, but one or more of your competitors are

Grey - A SERP Feature exists but no one in your Campaign is present (or we are unable to attribute the feature to a specific site)

Use the SERP Feature option from the drop-down filter to see which keywords display certain features.

Scroll down to peruse all the features present for these keywords and see whether just you are in those results (blue), at least one of your competitors is present (red), you’re present with your competitors (orange), or none of you are getting a look in (grey).

Do you have keywords in your Campaign that you’re tracking on a local level? Filter by Location to easily find these keywords. The information shown will be specific to local SERP pages.

Have you spotted Insights column in your keyword list? This helps you find opportunities and guide you toward success. The right SERP Features combined with a Rank in the top 5 places unlocks those Insights. For example, if your site is ranking #1 for a keyword, but no Site Links appear, you have a chance to earn a link.

Moz Pro will guide you towards success with the Insights link. Click the arrow in the Insights column to learn more.

If a Featured Snippet SERP Feature is present for your tracked keywords, this particular feature will be counted as the organic rank equivalent to the feature's presence in the SERP. This means, if there is a Featured Snippet at the top of the SERP, this would be considered rank #1.

If your site is present in the Featured Snippet for a tracked keyword, you will see that your site is listed as ranking and winning that SERP feature. In your Rankings Overview, you will also see this indicated with a Featured Snippet icon next to your rank.

You can also export your SERP features data to CSV using the link on the top right. The CSV will include SERP feature data for all your keywords for each week within the selected timeframe.

When analyzing the data in your CSV, it’s important to keep in mind the following designations.

FALSE indicates that this SERP feature is not present in the SERP for this keyword.

TRUE indicates that this SERP feature is present in the SERP for this keyword.

Included indicates that your tracked site is present in the SERP feature for this keyword.

The CSV export of SERP Features will include the following data points:

A. Keyword - The keyword being tracked in your Campaign.

B. Location - The location for which you’re tracking this keyword in your Campaign.

C. Labels - If you have applied labels to this keyword in your Campaign, it will be noted in this column. A blank cell indicates there is no label applied. If there are multiple labels applied to a keyword they will be separated by commas.

D. SERP Date - The collection date of the SERP for this data.

E. Search Volume Min - The lower end of the search volume range for this keyword. Search volume indicates the demand for a keyword by estimating the number of times it is searched per month.

F. Search Volume Max - The higher end of the search volume range for this keyword. Search volume indicates the demand for a keyword by estimating the number of times it is searched per month.

G. Featured Snippet - Indicates whether a featured snippet SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

H. Image Pack - Indicates whether an image pack SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

I. In Depth Article - Indicates whether an in depth article SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

J. Local Pack - Indicates whether a local pack SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

K. News Pack - Indicates whether a news pack SERP feature was present in the SERP at the time of collection.

L. Review Stars - Indicates whether a review stars SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

M. Site Links - Indicates whether a site links SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

N. Video - Indicates whether a video SERP feature was present in the SERP at the time of collection and if your site was present in the feature.

O. Ads (Top) - Indicates whether an ads SERP feature was present in the SERP at the time of collection.

P. Ads (Bottom) - Indicates whether an ads SERP feature was present in the SERP at the time of collection.

Q. Knowledge Card - Indicates whether a knowledge card SERP feature was present in the SERP at the time of collection.

R. Knowledge Panel - Indicates whether a knowledge panel SERP feature was present in the SERP at the time of collection.

S. Local Teaser - Indicates whether a local teaser SERP feature was present in the SERP at the time of collection.

T. Related Questions - Indicates whether a related questions SERP feature was present in the SERP at the time of collection.

U. Shopping (Paid) - Indicates whether a shopping SERP feature was present in the SERP at the time of collection.

V. Tweet - Indicates whether a tweet SERP feature was present in the SERP at the time of collection.

Click a keyword, any keyword, to analyze it further.

Under Your Performance, make sure SERP Features is selected.

Now we can see which SERP features appear for that keyword and whether you are in them. This will update weekly with your regularly scheduled Campaign update.

• Learn more about Analyze a Keyword