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Feature Explorer

Discover the data driving SERP features

Jay Langridge avatar
Written by Jay Langridge
Updated over a week 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

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 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.

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

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.

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 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.

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 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.

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 be navigating to Google's hotel price comparison tool, as well as average rates and ratings of hotels.

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.

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.

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

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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