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Feature Explorer

Discover the data driving SERP features

Jay Langridge avatar
Written by Jay Langridge
Updated over 2 weeks ago

Overview

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


Where to find Feature Explorer

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


How to use Feature Explorer

Select the following data in the tool form:


SERP Feature results

Classic link carousel

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.

Feature Explorer results

Chart

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

Table

The table displays:

  • Search term

  • Search volume

  • Position

  • Carousel block title

  • Carousel block URL

  • Carousel item titles

  • Carousel item URLs


Classic link site links

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.

Feature Explorer results

Chart

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

Table

The table displays:

  • Search term

  • Search volume

  • Position

  • Site links block title

  • Site links block URL

  • Site links item titles

  • Site links item URLs


Sites carousel

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.

Feature Explorer results

Chart

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

Table

The table displays:

  • Search term

  • Search volume

  • Carousel item title

  • Carousel item URL


People also ask

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.

Feature Explorer results

Chart

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

Table - Question

The 'Question' tab displays:

  • Question - the question asked in People also ask

  • Answer URL - click this to view in your browser

  • Search terms - the search term(s) returned. Hover over the 'i' to see which search term(s)

  • Tota Q Views

Table - Search term

The 'Search term' tab displays:

  • Search term

  • Question - the question asked in People also ask

  • Answer URL - click this to view in your browser

  • Search volume


People also search

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.

Feature Explorer results

Chart

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

Table

The table displays:

  • Search term

  • Volume

  • Title

  • Tracked

  • Tracking


Top stories

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.

Feature Explorer results

Chart

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

Table - Title

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

  • Top stories title

  • URLs - click these to view in your browser

  • Search terms - the search term(s) returned. Hover over the 'i' to see which search term(s)

  • Total volume

  • Average position

Table - Search term

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

  • Search term

  • Top stories title

  • URL - click this to view in your browser

  • Search volume

  • Position


Images

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.

Feature Explorer results

Chart

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

Table - Image URL

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

  • Image URL - click these to view in your browser

  • Search terms - the search term(s) returned. Hover over the 'i' to see which search term(s)

  • Total volume

Table - Search Term

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

  • Search term

  • URLs - click this to view in your browser

  • Search volume


Popular products

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.

Feature Explorer results

Chart

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

Table - Title

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

  • Popular Product title

  • Site

  • Price

  • Total volume

Table - Search Term

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

  • Search term

  • Popular Product title

  • Site

  • Price

  • Search volume


Hotel pack

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.

Feature Explorer results

Chart

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

Table - Title

The Hotel pack table displays:

  • Search term

  • Hotel pack title

  • Additional info.

  • Price

  • Search Volume


Answer card

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.

Text

Example query: calories per pound

Table

List

Chart

Feature Explorer results

Chart

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

Table - Search term

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

  • Search term

  • Answer card title

  • Answer card URL - click this to view in your browser

  • Search volume

Table - Title

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

  • Answer card title

  • Answer card URLs - click these to view them in your browser

  • Total volume


Video carousel

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.

Feature Explorer results

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:

  • Title - the title of the Vido carousel link

  • Creator names - Hover over the 'i' to reveal the creator's name

  • URLs - click these to view in your browser

  • Search terms - the search term(s) returned. Hover over the 'i' to see which search term(s)

  • Total volume - total search volume of the search terms returned

Table - Search term

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

  • Search term

  • Title - the title of the Vido carousel link

  • Creator names

  • URL - click this to view in your browser

  • Volume - Search volume of the search term


Actions

Date picker

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

CSV Download

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

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