Do you know which SERP features are trending in your industry? Is your business showing up in your industry’s SERP features? Are you optimizing for the factors that will generate the most traffic? The competition for prime real estate on Google's search results pages is fierce. To build your winning SERP strategy, your first step is to understand the current SERP feature trends. Watch our webinar and discover which search features your SEO plan needs to include. You’ll learn: - The most valuable SERP features by industry. - The best optimization practices for various SERP features. - How to use SERP data and insights to enhance your content strategy. We’ll also cover the impact of branded and non-branded search and what they mean for your SEO strategy. SERP features are the not-so-secret weapon you can use to drive organic traffic and build brand awareness. Join Gerald Murphy, Senior Solution Business Manager at Similarweb, for the latest SERP feature trends and best practices you need to know to succeed in today's markets.

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SEJ - to send title slide

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● Over 10 years of experience in SEO
○ Agency- and SaaS-side SEO
○ Search Engine Watch
○ Information Retrieval
● Joined Similarweb in March 2021
Your presenter
Gerald Murphy
Senior Solution Business Manager,
Digital Marketing Intelligence Solution (SEO)

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What we will
cover today?
> Key search engine behaviours
> Things that impact a search
> Trends: U.S. vs U.K. SERP behaviour
> Trends: The Top 5 SERP features you should be
optimising for
> Top 10 SERP Features of U.S. and U.K.
> How you can optimise for the most important SERP
features

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Common search user behaviours
Search is complex, this is one of the reasons
why SERP Features exist

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Factors that influence a search
Income, education
and health
● Reflective of how we engage with
technologies
● Will impact the types of products we have
● No impact on search engine use
Gender
● Male searchers tend to spend more time
examining the SERP and use filters
● Female searchers tend to open more
browser tabs for more complex
searches, less time on SERPs but more
time browsing result content
Location
● Used by engines to increase relevance
● Where the searcher is from doesn’t impact
their search behaviour, just the types of
keywords they use
Age
● 18-60 year olds are very similar
● Older spend more time on the SERP
Sources:
● Belkin, N. J. (2000) Helping People Find What They Don't Know. The Human Element 43(8)
● Cole, M.J., Gwizdka, J., Liu, C., Bierig, R., Belkin, N.J., and Zhang, X. (2011) Task and user effects on reading patterns in information search. 23 23(2011)
● Singer, G., Norbisrath, U., Lewandowski, D. (no date) Impact of Gender and Age on performing Search Tasks Online. --

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SERP Features help drive better results so we can find information
Product Listings Ads (PLAs), Maps PLAs, knowledge panel maps People also ask, regular results People also ask, Twitter

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Methodology

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> See SERP Feature trends in US and UK
for some key industries
> Find out if SERP Features changed by
device and if there was a different
trend for branded vs non-branded
What we set out
to find
> Identify the top 10 most prominent
SERP Features in US and UK

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What data did we use?
Industries for this analysis
● We have a grand total of 120
industries in Similarweb Pro
● We analysed some of most
interesting from a Covid
perspective
12
SERP Features
● January 2020 to Oct 2021
● United States and United Kingdom
● Desktop and mobile devices
● Brand and non-brand keywords
27
Keywords
● 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
88.6T

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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 Chrome
● PlayStation 5
● Walt Disney World
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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Number of SERP Features as a percentage in US and UK
United States and United Kingdom
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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The number of keywords triggering SERP Features in US and UK
United States
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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The number of brand keywords triggering SERP Features - US & UK
United States
Desktop & mobile, brand, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, brand, all industries, Jan 2020 - Oct 2021

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The number of non-brand keywords triggering SERP Features - US & UK
United States
Desktop & mobile, non-brand, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, non-brand, all industries, Jan 2020 - Oct 2021

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The number of keywords triggering SERP Features by device - US & UK
Desktop
Desktop, brand and non-brand, all industries, Jan 2020 - Oct 2021
Mobile
Mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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The number of SERP Features combinations - US & UK
Raw metrics
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021
As a percentage
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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Top 10 SERP features for each market - U.S. and U.K.
United States
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Oct 2021
Largest SERP Feature: Related searches 23% (similar to 25% in US)
Largest SERP Feature: Related questions 29% (only 16% in the UK)

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SERP features need to be analysed by market and regularly
United States
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, branded and non-branded, all industries, Jan 2020 - Oct 2021

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Changes to SERP Features by quarter - US & UK
United States
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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Changes to SERP Features by quarter - US & UK
United States
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021
United Kingdom
Desktop & mobile, brand and non-brand, all industries, Jan 2020 - Oct 2021

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The top 5 dominate SERP Features by most impacted COVID industry
United States
Desktop, brand and non-brand, Jan 2020 - Apr 2021
United Kingdom
Desktop, brand and non-brand, Jan 2020 - Apr 2021

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Industry comparison of SERP Features - USA
United States
Desktop, brand and non-brand, Jan 2020 - Oct 2021
Related
questions
Related
searches Images Video
Featured
snippets
Instant
answers Jobs Knowledge Local pack News Paid PLA
Law/Gov 21% 29% 15% 5% 7% 2% 0% 7% 4% 1% 8% 1%
Beauty/cosmetics 22% 26% 15% 5% 7% 1% 0% 5% 4% 0% 7% 7%
Fashion 16% 27% 20% 5% 4% 2% 0% 5% 6% 0% 7% 9%
News/Media 21% 28% 16% 6% 7% 2% 0% 6% 3% 1% 7% 3%
Sports 19% 28% 19% 7% 5% 2% 0% 7% 3% 1% 5% 5%
E-commerce 19% 28% 18% 6% 5% 2% 0% 6% 4% 0% 7% 5%
Ecommerce/Marketplace 19% 28% 18% 7% 5% 2% 0% 6% 3% 0% 6% 5%
Groceries 21% 24% 16% 8% 5% 2% 0% 5% 4% 0% 8% 7%
Restaurants/Delivery 14% 31% 18% 4% 3% 1% 0% 12% 7% 0% 6% 2%
Mental Health 25% 27% 13% 5% 11% 2% 0% 6% 3% 1% 7% 1%
Careers 17% 30% 14% 4% 4% 2% 1% 9% 7% 1% 10% 1%
Travel/Tourism 17% 30% 17% 5% 4% 2% 0% 9% 6% 1% 7% 2%

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Industry comparison of SERP Features - UK
United Kingdom
Desktop, brand and non-brand, Jan 2020 - Oct 2021
Related
questions
Related
searches Images Video
Featured
snippets
Instant
answers Jobs Knowledge Local pack News Paid PLA
Law/Gov 21% 29% 14% 5% 6% 2% 1% 8% 3% 1% 8% 2%
Beauty/cosmetics 21% 26% 16% 6% 6% 1% 0% 4% 3% 1% 8% 8%
Fashion 17% 27% 19% 6% 4% 1% 0% 4% 3% 1% 8% 11%
News/Media 22% 22% 17% 6% 7% 2% 0% 6% 3% 1% 8% 5%
Sports 21% 21% 19% 7% 5% 2% 0% 8% 3% 2% 7% 6%
E-commerce 19% 27% 18% 6% 5% 1% 0% 6% 2% 1% 8% 8%
Ecommerce/Marketplace 19% 27% 18% 7% 5% 2% 0% 6% 2% 1% 7% 7%
Groceries 19% 27% 17% 5% 4% 1% 0% 4% 3% 1% 9% 10%
Restaurants/Delivery 16% 30% 18% 5% 3% 2% 0% 11% 6% 1% 7% 2%
Mental Health 25% 28% 12% 4% 10% 2% 1% 6% 2% 1% 7% 1%
Careers 19% 30% 14% 4% 4% 1% 1% 8% 6% 1% 10% 1%
Travel/Tourism 17% 29% 18% 5% 4% 2% 0% 9% 4% 1% 8% 3%

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Top tips for SERP
Feature optimisation

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How you can start doing SERP Feature keyword research
Keyword-specific
Looking at a core topic
Domain-specific
Looking at what competitors are doing

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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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Best practice tips for related question optimisation
Unique content Keyword Generator
Featured snippets Content hubs
Have no duplicated or
similar content on
your domain
Enhance content with
keywords related to
topics that trigger
related questions
Optimise your content
with instant answers
in mind
Become an authority
on relevant,
related topics

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Best practice tips for instant answer optimisation
Unique content Semantics
Quality content Topic focused
Ensure you do not
have any duplicate,
similar or thin content
issues
Utilise semantic
keywords in your
content and HTML
(e.g. H2s)
Answer question in first
paragraph. Related queries
answered implicitly or
explicitly. Authority (e.g.
author, readability level)
Focus on where you
specialise in so you
can win (e.g. internal
links)

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Best practice tips for video optimisation
Title and description Thumbnail
Video transcript Page mapping
Optimise to reflect
what the video
is about
Select an engaging
thumbnail
Also good for web
accessibility
One video on
one page

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Best practice tips for local 3-pack optimisation
Places Analytics
Link and review signals Advanced on-page
Register and complete
your Google My
Business and Bing
Places profiles
Identify and prioritise
stores that are over
(quick win) and
under-performing
Promote your local
businesses using
reviews from loyal
customers
Optimise your content
using semantics, local
language, and include
directions to the store

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Best practice tips for app optimisation
Approval Unique keyword strategy
Title and description Reviews
All public apps must
meet certain criteria.
They need to be
approved
Expand keyword research
with autosuggest. App
optimisation requires a
different keyword approach
Avoid keyword
stuffing, focus on
relevance and value
Like local search,
focus on quality
customer reviews

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Best practice tips for PPC optimisation
Relevance Use extensions
Test Call to actions
Make sure your ads
are only appearing on
relevant searches
Use ad extensions to
provide additional
information and give
your ads more
prominence
Perform A/B testing to
find out what works
best for you and your
audience
Use CTAs in your ads
to drive action

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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
● Identify what your top opportunities
are and apply best practice
optimisation to succeed
Drive your SERP
Feature presence
● Whilst US and UK SERP Features are
both growing, they are very different.
International brands need to have
country-specific content marketing
strategies to win in their market

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Q&A

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THANK YOU