Feature Explorer allows you to explore the additional information captured in SERP features across your tracked Search Terms.

Feature Explorer can be found in the Feature landscape section of the left-hand navigation:

Select the following data in the tool form:

People also ask (Pa) data returns questions and answer content (URLs). Use this data to understand the common questions Google predicts searchers have around particular topics and what content currently provides the answers. Learn what questions searchers are likely to have on their minds to develop your on-page content. If questions don't align with your business offering, this could indicate the search term isn't one that your site should be targeting.

The chart displays the Top Stories feature's presence and the Top sites returning for the feature:

The 'Question' tab displays:

The 'Search term' tab displays:

Top Stories (Ts) data returns news headlines and content (URLs). Use this data to understand what content returned during a newsworthy period. Learn if your news content is appearing in Top Stories and whether the content will receive a boost in organic traffic. For brands, understanding whether Top Stories have a positive or negative sentiment can help understand brand perception.

The chart displays the Top Stories feature's presence and the Top sites returning for the feature:

The 'Title' tab organises the table by Top story title and groups URLs and search terms:

The 'Search term' tab organises the table by search term, showing all individual search terms and URLs:

Images (I) data provides image URLs. Use this data to understand the sites that perform well for Images so you can improve your Image optimisation strategy. Learn what search results have visuals, which for transactional searchers such as in fashion or homeware, are used to find the style they are interested in. Not appearing or optimising for images click-through rate from visual searches will be reduced.

The chart displays the Images feature's presence and the Top sites returning for the feature:

The 'Image URL' tab organises the table by URL, showing all individual URLs:

The 'Search term' tab organises the table by search term, showing all individual search terms:

Popular products (Pp) data reveals product sellers and prices. Use this data to understand which sellers are winning in Google's organic shopping feature and use price benchmarking to understand if prices are market competitive. Learn whose product feed is best optimised so that you can optimise your product feed as well as review whether your price positioning is right through benchmarking.

The chart displays the Popular products feature's presence and the Top sites returning for the feature:

The 'Title' tab organises the table by Popular Product title:

The 'Search term' tab organises the table by search term, showing all search terms and individual Popular Product titles:

Hotel pack (Hp) data uncovers titles, rates, descriptions and reviews. Use this data to understand the presence of Google's Hotel feature, which keeps searchers within Google's ecosystem (via Google Travel), along with hotel descriptions and rate benchmarking. Learn where searchers are likely to be navigating to Google's hotel price comparison tool, as well as average rates and ratings of hotels.

The chart shows the Hotel pack feature's presence on the SERPs:

The Hotel pack table displays:

Answer card (Ac) data reveals title and content URLs. Use this data to understand the presence of Answer Cards and what content Google is using to answer searcher queries at the top of search results. Learn what searches have Answer Cards and what content is currently returning within the feature to inform your content strategy. This feature has a significant impact on the searcher journey and click-through rate so understanding this feature is key to developing page content.

The chart displays the Popular products feature's presence and the Top sites returning for the feature:

The 'Search term' tab organises the table by search term, showing all individual search terms and URLs:

The 'Title' tab organises the table by Answer card title:

Video carousel (Vc) data highlights content, creators and volume. Use this data to understand the video content searchers are engaging within organic search (as videos have a high click-through rate) and the sites that have the largest reach. Learn how strong video consumption is within search to inform and develop business cases for video creation and strategy.

Chart

The chart displays the Video carousel feature's presence and the Top sites returning for the feature:

Table - Title

The 'Title' tab organises the table by Video link title and groups URLs and search terms:

Table - Search term

The 'Search term' tab organises the table by search term, showing all individual search terms and URLs:

Data from all tables in Feature Explorer can be downloaded in CSV format: