The best way to get a bird’s-eye view of the Google SERPs

There are plenty of programs that monitor key word positions, and you’ll likely be using one. Today, it is inadequate to simply monitor key word positions within the “10 blue links,” as you’re just capturing part of the story in regards to your website’s Search Engine Optimization operation. Over the past several years, Google has improved the SERPs (search engine results pages) considerably and it’s going to keep doing so as time goes on.

These Google SERP improvements, which are also called “SERP attributes” in the business, not only contain the now-omnipresent response cartons which answer a query directly in the SERPs, but also encompass an extensive variety of improvements including:

local map packs,
breadcrumbs,
video thumbnails,
News and picture results,
reviews and
Snippets that are featured.

This has altered the game for a lot of on-line marketers. Standing above your competition is not any longer a guaranteed win if this opponent has a reply box which gets lots of click throughs and you also do not.

A new, free research tool from Standing Ranger, “Google SERP Characteristics,” helps Search Engine Optimization professionals keep tabs on the quick-shifting Google SERP landscape. The program examines the Google page one SERPs for more than 500,000 keywords and compiles both frequency and trend information for the more than 20 SERP attributes it monitors for you so that you can see day-to-day changes, as well as trending information, over 30 days.

In the figure below, we may see the frequency of appearance in the search results for all the many response carton sorts. A few of these are not surprising — the popularity of the map result, for example — but I would not have thought that a disambiguation response carton was present in one percent of all search results.

Figure 1: How frequently various answer box types appear in Page one SERPs

Figure 1: How often various response carton kinds appear in Page one SERPs

This tool monitors the schema and Knowledge Graph SERP characteristics such as featured snippets, video thumbnails and knowledge panels; and it monitors “unique indexes” that you mightn’t initially think of as SERP characteristics, like the frequency of HTTPS URLs in the top SERPs, how frequently Google advertisements appear and how common sitelinks are.

Figure 2

Figure 2: Four Trending SERP Attributes

There are 24 trending SERP attributes you could get on a daily update, in addition to the monthly tendency. You can scroll down to the SERP Insights segment, which is configurable to show whichever SERP attribute you may be interested in, to get a better look in the tendency more than 30 days.

Figure 3

Figure 3: SERP Insights and Styles for advertising and response boxes for a month

In the aforementioned screenshot, we can see a day by day evaluation of two SERP characteristics: response boxes and advertising. Notice the frequency of response boxes went down a total 10 percent in one day on January 14, simply to bounce back on January 15 — so if you happened to be browsing the SERPs that day to get a sense of the popularity of response boxes in your specialty, at this point you understand the 14th wasn’t a normal day.

We may also see that at the end of January, advertisements are being revealed for approximately 10 percent fewer search queries, so perhaps that uptick in your CTRs at the end of the month is just because of the extra portion of display real estate dedicated to the organic results.

It’d be fine to get more than 30 days of information to actually have the ability to see trends grow. The monthly and daily tracking is fine, however a comparison of year-over-year data will probably be even better. We ‘ll see that with the following iteration of the SERP Attributes tool. Having said that, the tool does provide ways so with some work, you can put together your own library of monitoring info.

Should you click the “Settings” button, you can learn more about the remainder of the SERP characteristics which are monitored in the SERP Insights place. All these are grouped into four types:

Indexes (including HTTPS and Breadcrumbs),
Knowledge Graph Attributes (contains the Various Solution Carton kinds and Featured Snippets),
Results Count (it is possible to choose 10 Results all the way down to FIVE Results) and
Extras (which contain Pictures, Advertising, Local Pack and Relevant Search).
Figure 4: Configuring SERP Insights for the SERP Features you are interested in.

Figure 4: Configuring SERP Insights for the SERP Attributes you’re interested in

Subsequently it’s only an issue of choosing what aspects you would like to reveal on the graph.

Figure 5: SERP Insights configurable to show trends for: HTTPS, Related Search, Result per Page, Breadcrumbs, Local Pack, Review and Image Results.

Figure 5: SERP Penetrations configurable to reveal tendencies for: HTTPS, Associated Search, Result per Page, Breadcrumbs, Local Review Pack and Picture Results.

In the aforementioned screenshot, we may see the unpredictability (and downtrend) of “Results per Page” compared to the other more secure SERP Attributes. It is also fascinating to see how widespread HTTPS is one of the top ranking URLs, particularly compared to the other SERP Attributes, like Picture Results. To get the details, mouse over the day-to-day points on the trend line.

Figure 6: SERP Insights details for Monday Feb 15

Figure 6: SERP Insights details for Monday, Feb. 15

Yet, in spite of the day-to-day volatility for the organic results count in Figure 5, 10 links per SERP still predominate, as we can see in the “Organic Results Count” part.

Figure 7

Figure 7: Organic Results Count Distribution and Typical

Need to see examples of the metadata of Google in activity? Scroll down to see snippet examples of all the characteristics that are SERP, including all of the various response cartons. Below is an example of what the “Remarkable On-Line” index seems like in the wild.

Figure 8: Examples of Organic Indicators

Figure 8: Examples of Organic Indicators

International search intelligence

Status Ranger’s tool isn’t restricted to Google.com. On top of the webpage, as we’ve described previously, you can choose the Google state websites and get the exact same trending data for all the SERP Characteristics.

Figure 9: Select the Google country site you are interested in getting SERP feature data for

Figure 9: Choose the Google state website you’re interested in getting SERP attribute information for.

There’s also a “Global Search Intelligence” page at which it is possible to get an aggregate global view for these same reports. You compare and can sort for all the Google SERP Features by state.

For companies with a global presence, this could help fine tune your Search Engine Optimization strategy as you are able to identify your time and effort by state.

As an example, there are lots of states where Google isn’t yet revealing featured snippets, including google.fr, google.nl and google.pt, and moreover, response cartons are most common in the English-speaking nations, so reworking your content in the hopes of receiving an increased SERP is now best done for your English websites.

Figure 10: Filtering Organic Indicators

Figure 10: Filtering Organic Indicators

You can sort the nation websites by SERP attribute, in order to zero in on states where a specific Google SERP attribute is common, and you’ve got the capacity to filter.

This tool is excellent for supplying the big picture summary of the way that it’s evolving and what the SERP landscape seems like now. Afterward, as you drill deeper, state by state, you can see what Google is focused on and fix your Search Engine Optimization strategy properly.

One thing I’d like to see added is a dysfunction of cellular metadata features to get insights into impacts on both cellular longtail and local search.

This “bird’s-eye view” of SERP characteristic big data is clearly useful to both the SEO professional and the geekier company owner for both experiment and strategic planning. Nevertheless, do not miss the benchmarking opportunity it presents. You compare to the total standards from the tool can develop a baseline of your SERP characteristic functionality now, and track your progress occasionally going forward.

For a program that is free, eh?

Some views expressed in this informative article may be those of a guest writer and not automatically Search Engine Land. Staff writers are recorded here.

About The Writer

Stephan Spencer is the originator of the 3-day immersive SEO seminar Traffic Control; an author of the O’Reilly books The Art of Search Engine Optimization, Google Power Search, and Societal eCommerce; founder of the Search Engine Optimization service Netconcepts (obtained in 2010); inventor of the Search Engine Optimization proxy technology GravityStream; as well as the host of two podcast shows The Optimized Geek and Advertising Talk.

(Some pictures used under license from Shutterstock.com.)

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