2024 Google SERP Features: New Strategies To Gain Visibility
•
2 likes•4,803 views
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!
Report
Share
More Related Content
What's hot
What's hot (20)
Similar to 2024 Google SERP Features: New Strategies To Gain Visibility
Similar to 2024 Google SERP Features: New Strategies To Gain Visibility (20)
More from Search Engine Journal
More from Search Engine Journal (20)
Recently uploaded
Recently uploaded (20)
2024 Google SERP Features: New Strategies To Gain Visibility
- 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.
- 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.
- 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
- 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.
- 73. VISIBILITY OF ORGANIC RESULTS IS DROPPING
- 75. If Google thinks this is an image SERP, perhaps your content should reflect this. SERP FEATURES PROVIDE BIG HINTS ON SEARCH INTENT.
- 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
- 92. Thank you!
- 93. Thank you! Feel free to join the breakout session.