I was tasked solving SERP features as a wait for it...as a feature. The SERP Features Feature. This I believe is one of the most insightful sets of data Moz gives its customers. When first looking at this problem you have to wrangle with the fact that there are 16(as Moz defines them) the kicker is they all show very different data on a SERP to the user. There is also a set that can be "won" and a set that can not be "won". Won in this sense is attaining that position and unseating a competitor from that slot on the SERP. Moz has some really great documentation so where relevant I will site Moz because the are the industry experts in explaining all things SEO, not me. So, lets learn about a SERP Feature!
"A SERP feature is any result on a Google Search Engine Results Page (SERP) that is not a traditional organic result. SERP Features include:
- Rich Snippets which add a visual layer to an existing result (e.g., review stars for product ratings)
- Paid Results that are bought by bidding on keywords (e.g., AdWords or Google Shopping)
- Universal Results that appear in addition to organic results (e.g., image results, new results, featured snippets)
- Knowledge Graph data which appears as panels or boxes (e.g., weather, Celebrity Knowledge Panel)
In the early days of Google, every result on the SERP looked the same, and these traditional organic results have not changed much in appearance over the years. However, beginning with AdWords in 2001, Google has been very busy adding other non-organic results into the SERP." Full Article on Moz.
Moz focuses on obtainability based on your current rank. If you are ranked as 20 on a SERP you may very well never need this feature. On the other hand if you are in the top five of a SERP this new feature is the bee's knees.
For the feature we are focusing on the overall relationship your pages have with a SERP based on the query of a certain keywords into Google.
We did multiple usability studies with this feature. We got some GREAT results. We were able to identify some sticking points that at the time we just couldn't quite put our fingers on.
If you would like to see more of the feature in action check out the guide.
Post-launch we did make a few changes to make things clearer for any user unfamiliar to the specific color associations.