SERP Features

What is it?

A SERP feature is a special result on the Google results page, such as a featured snippet, a video pack or an AI Overview. The Google SERP screen has two tabs for them:

• SERP Features — one feature at a time, with your share and the full detail.
• SERP Unified — every feature for every keyword in one matrix.

Prism tracks 11 features: Featured Snippet, People Also Ask, AI Overview, Video Pack, Image Pack, Local Pack, App Pack, Short Videos, Top Stories, Discussions & Forums and Shopping.

Why use it?

• To find features that show for your keywords but that you do not own.
• To compare your share of a feature with your competitors.
• To pick keywords where a feature could bring you more clicks.

Before you start

You need a Google SERP project with ranking data. The filter bar works the same as on the other Google SERP tabs. See Google SERP.

How to use it

1. Open the tab

   In Google SERP, click SERP Features. You can also click a feature in SERP Feature Coverage on the Overview tab.

2. Pick a feature

   Choose one in the SERP Feature selector.

3. Check your share

   Read Feature Coverage and SOV Metrics.

4. See every feature at once

   Click SERP Unified to see the full matrix.

Understanding the screen

SERP Features tab

The line Showing data for (date) tells you which date the tab uses.

Feature Coverage cards show Coverage and Appearances for each domain. Your card is tagged Your Domain.

SOV Metrics is a table:

Its columns are Opportunity ("Total market"), your domain, and each competitor. Click Download Opportunity to download the opportunity list.

The feature table below changes with the feature you pick. For example, People Also Ask shows Keyword, Question, Domain, Rank, URL and URL Rank. Click Export to download it.

SERP Unified tab

KPI cards:

The legend shows three states: Owned by Brand, Feature Present and Feature Absent.

SERP Feature Matrix columns: Keyword, Position, Search Vol., Features % (owned / present), then one column for each of the 11 features. Click Download to get the matrix (made on the server).

Category Analytics has Brand, Category and Sub Category views. Columns: Brand, Category, Sub Category, Keywords, SERP Feature Coverage, Search Volume.

Understanding the data

Example

For example, you pick Featured Snippet. SOV Metrics shows Opportunity with 60 keywords and your domain with 9. In the feature table, a competitor holds the snippet for "how to choose an seo agency", where you rank at position 2. Improving the answer on your page could win that snippet. On SERP Unified, your Features % for that keyword reads 1 / 4, so three features are still open.

Tips

• Look at Search Vol. in the matrix to find the biggest wins first.
• Use Category Analytics to see which topic groups have low coverage.
• See Ranking and AI exports for downloads.

Common issues