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:

Classic link carousel data includes carousel headlines, item titles, and URLs. This SERP feature appears for travel, local, and shopping queries. Use this data to analyse the presence of Classic link carousels and the content Google displays within them. Learn which searches trigger Classic link carousels and determine which websites optimise for this feature. Understanding this feature significantly impacts searcher journeys and click-through rates to specific pages, which is essential for crafting effective page content and implementing structured data.

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

The table displays:

Classic link site link (Cs) data provides the headline and URLs for each site link on the search results page. These site links are generated based on the structure of a website. Use this data to understand the presence of Classic link carousels and the content Google displays within the rich carousel. Learn which searches trigger Classic link site links and identify the websites currently optimising for this enhanced result. This feature can significantly impact the searcher's journey and click-through rates by providing quick access to specific pages on your site. Understanding it is crucial for optimising website structure.

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

The table displays:

Sites Carousel data (Sc) includes carousel item titles and URLs. This SERP feature is available in European search results and serves as Google’s replacement for the now-retired ‘Find Results On’ feature in this region. Use this data to analyse the presence of Sites Carousels and the content Google displays within them. Identify which searches trigger these carousels and determine which websites are optimising for this feature. Understanding site carousels is crucial, as they significantly impact searcher journeys and click-through rates. Leveraging this feature effectively can help increase brand visibility and drive more traffic.

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

The table displays:

People also ask (Pa) data returns questions and answer content (URLs). Use this data to understand the common questions Google predicts searchers have about 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 that 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:

People also search (Ps) data returns the title of searches appearing in the People also search feature. Use this data to understand which searches are generating People also search results, identify new ways your customers are searching, and check whether you're already tracking those search terms within your Pi account. Learn what Google predicts users should explore next for specific topics, build a comprehensive understanding of topics to inform your content strategy and add these search terms to your account for further analysis of traffic opportunities, your performance, competitor performance, and optimisation recommendations across other Pi tools.

The chart displays the feature's presence and the most common titles by count:

The table 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 to improve your Image optimisation strategy. Learn what search results have visuals, which transactional searchers, such as in fashion or homeware, use to find the style they are interested in. By not appearing or optimising for images, the 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 win in Google's organic shopping feature, and use price benchmarking to determine whether prices are market-competitive. Learn whose product feed is best optimised so that you can optimise your product feed and 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 navigate 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.

Example query: calories per pound

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.

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

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

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

Use the date picker to pick a custom or specific date:

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