Rank Tracking Updated
SERP Features
Use the SERP Features and SERP Unified tabs to see which Google features appear for your keywords and which ones you own.
4 min read Updated
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
Open the tab
In the sidebar, open Google SERP and click SERP Features. You can also click a feature in SERP Feature Coverage on the Overview tab.
Pick a feature
Choose one in the SERP Feature selector.
Check your share
Read Feature Coverage and SOV Metrics.
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:
| Row | Meaning |
|---|---|
| Keyword Count | Keywords where the feature appears. |
| Search Volume | The search volume of those keywords. |
| SOV % | The share of voice. |
Its columns are Opportunity ("Total market"), your domain, and each competitor. The table also shows the date it uses. 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. Use Search keywords… to find a keyword in the table. Click Export to download it.
SERP Unified tab
KPI cards:
| Card | Meaning |
|---|---|
| Total Features | All features found for your keywords. |
| Owned Features | Features your brand owns. |
| Avg Features / Keyword | Average number of features per keyword. |
| Feature Coverage | Your coverage of the features. |
The legend shows three states: Owned by Brand, Feature Present and Feature Absent.
SERP Feature Matrix ("Keyword-level presence across 11 SERP features") has the columns Keyword, Position, Search Vol., Features % (owned / present), then one column for each of the 11 features. Click Download to get the matrix as a file.
Category Analytics ("SERP feature breakdown by category grouping") has three views. The columns change with the view:
| View | Columns |
|---|---|
| Brand | Brand, Category, Keywords, SERP Feature Coverage, Search Volume |
| Category | Category, Keywords, SERP Feature Coverage, Search Volume |
| Sub Category | Category, Sub Category, Keywords, SERP Feature Coverage, Search Volume |
Understanding the data
SERP featureSearch engine results page feature
A special result block on Google, such as a Featured Snippet, People Also Ask, AI Overview, Video Pack or Local Pack. Prism tracks 11 of them.
Appears in: Google SERP → SERP Features
Features coverage
The percentage of SERP features that your domain owns, out of the features that appear for your keywords.
Appears in: Google SERP → Overview
Search volume
Roughly how many times a keyword is searched in a month.
Appears in: Google SERP → Keywords
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
| Message | What to do |
|---|---|
| No rows for this feature/filters. | Pick another feature, or click Reset. |
| No keywords for the selected filters. | Widen the filters on SERP Unified. |
| No data available for this view | Switch the Category Analytics view, or clear filters. |
| Export failed: no file was returned. | Try Export, Download or Download Opportunity again. |
Frequently asked questions
Which SERP features does Prism track?
Featured Snippet, People Also Ask, AI Overview, Video Pack, Image Pack, Local Pack, App Pack, Short Videos, Top Stories, Discussions & Forums and Shopping.
What does the Opportunity column mean in SOV Metrics?
It is the total market for the selected feature. Your domain and each competitor are shown next to it, so you can see your share.
What is the difference between Owned by Brand and Feature Present?
Feature Present means the feature shows on the results page for that keyword. Owned by Brand means your brand holds it.
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- Rank TrackingKeywords and Prompt FilesAdd, edit, upload and export the keywords and AI prompts Prism tracks, and use Excel files with the exact column headers Prism expects.Read
- Rank TrackingBing RankingsTrack your keyword rankings on Bing with overview KPIs, the ranking trend, group wise ranking, the keyword table and Bing page snapshots.Read
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