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