SERP Features Lead to Big SEO Changes.
The rise of SERP features are leading to big SEO changes. If you assume that a number one organic ranking is the only way to get as much traffic as possible, then think again. The rise of SERP features has begun focusing searchers’ attention and clicks away from your traditional, organic listings.
What Are SERP Features?
SERP features are any result on a Google Search Engine Results Page (SERP) that is not a traditional, organic result. SERP features consist of local packs, knowledge panels, featured snippets, and more. Here is a high-level breakdown of existing SERP features:
Rich Snippets which add a visual layer to an existing result (e.g., review stars for product ratings)
Paid Results that are bought by bidding on keywords (e.g., AdWords or Google Shopping)
Universal Results that appear in addition to organic results (e.g., image results, new results, featured snippets)Your Content Goes Here
Knowledge Graph data which appears as panels or boxes (e.g., weather, Celebrity Knowledge Panel)
SERP Features In Action
To get a first-hand view of SERP features in action all you have to do is Google “Google”. Gone are the days of the classic blue links. Today’s Google results are far more complex and rich with metadata. With all this in mind, it is now critical to keep SERP features in mind when devising your SEO strategy. Specifically, you need to track your rankings within these features. Then do keyword analysis to discover sites that are potentially stealing your traffic by making use of these features.
What Action Should You Take
If you are already working with an SEO team, talk with them to make sure they have a plan in place for addressing these new SERP features. Alternatively, there are a lot of great tools out there that will allow you to take matters into your own hands. SEO PowerSuite’s Rank Tracker is a fairly simple too that will allow you to track 15 Google SERP features, along with the organic results.
The bottom line is don’t panic. These changes don’t have to work against you. The first step is to be aware of these changes and continue to focus on hitting the top results in an unbiased SERP. Then continue to analyze the opportunities that SERP features pose and look for ways you can capitalize on them.