By As I promised last week, when we launched Search Modifiers in V2, SparkToro has a whole bunch of new product updates to release. The second of these arrives today: SERP Features.
What is it? SERP Features aggregates all the keywords your audience searches for in Google, extracts the most common types of results Google shows, and provides the frequency (and comparative frequency) with which those appear.
There are a wide variety of use-cases, but our goal is to help you:
- Gain a rapid understanding of what Google’s putting in the search results across a wide swath of keywords your audience is likely to search for
- Prioritize your content creation efforts to align with what your audience’s searches show
- Prove to your clients/bosses/teams why content efforts in areas like images, videos, answers to common questions, products, etc. are worthwhile investments
- Analyze competitors’ audiences to see what types of content are showing for their searchers
- Examine new audience targets (by job title/role/interests or by domain/keyword) and determine what investments might help you reach more of them
This 2.5 minute video will walk you through exactly what the feature does and how you can use it in your marketing and content strategy efforts:
To find SERP Features for any given audience, just head to the “Keywords” tab:
Hovering on any feature will show you an example of what those look like in Google’s results. And you can sort by any of the three columns:
- Audience SERPs: this column shows the frequency of appearance for the feature in the hundreds of keywords SparkToro knows this audience is likely to search for. E.G. Of all the searches that searchers of “frogs” are likely to do, videos only appear in 6% of them! Frog videos may be all the rage on Instagram, but they’re rarely what Google shows.
- Global SERPs: this column’s values only change quarterly (when we update our corpus of millions of keywords). But, it’s invaluable to see alongside Audience SERPs to help you understand whether the percentage is high or low compared to average. E.G. Knowledge panels show for 20% of all queries in our corpus. Knowing that can help contextualize whether the audience numbers are high or low.
- +/- vs. Global: this column is kinda my favorite. It shows the delta between the Global SERPs and the Audience SERPs, helping you to rapidly see which features are much more common than normal in the audience’s search queries.
As always, exporting to create charts/graphs of your own, or combine with other data sources, is easy via the “Export .CSV” button at the top.
Stay tuned for more new features in the weeks ahead, and drop us a line if you’ve got questions or feedback on the new SERP Features release: [email protected].