For many search terms, SERP features push their way to the top of the search results. Pages that rank with SERP feature integrations are ahead of ads and organic results, which can be a real boost for your website. It does not matter if the website has been in the top rankings before. SERP features also offer smaller websites the opportunity to be at the top. Therefore, it makes sense to be aware of the SERP features in your own market in order to be able to optimize for them and generate traffic through them. Some SERP features, such as Google Destinations or Recipes, are very market-specific and should be taken into account by anyone who wants to get involved in this market.
Learn how to uncover market-specific SERP features and analyse competitors in this article.
Step 1: Analyze market-specific SERP features
Where? Research Cloud > SERP Features > Domain Overview
Enter a domain into the Research Cloud and you will get an overview of the most important SERP feature integration of the market.
In this example, we can see the most important SERP features for the swoodo.com market. From the chart, we can see that especially the integration with the flight SERP feature is highly relevant for the market where swoodo.com operates. Over 40% of all flight integrations come from this market segment. From this, it can be deduced that this integration should be the main focus in order to gain relevance and visibility.
Additional note: In this case, the percentage of share of market of swoodo.com is 0%. However, this does not mean that Swoodo has no integration. If you look at flight integration, it becomes clear that this happens in a Google-specific field, which searches for flights on various comparison pages (including Swoodoo) and then pre-selects for the user. This kind of integration can also generate a lot of traffic, as the user can click on the links from there and be redirected to different pages.
Step 2: Analyze competitors by SERP features
After knowing the characteristics of your SERP features for a specific market, you should first of all get to know the competitors with whom you are fighting for them. The Research Cloud offers the ability to display competitors by SERP feature. Scroll down to the SERP Feature Competitor Chart and select a specific SERP feature.
Let's look at this again with an example. Recipe integration is especially relevant for delish.com. If you choose Recipes, it becomes clear that there is a competitor in this segment that has a lot more recipe integrations. The biggest competitor is allrecipes.com.
It is a good idea to start a comparison of competitors from here in order to find general keyword gaps.