The best way to Discover SERP Function Alternatives [+ Free Tools]


Search engine outcomes pages (SERPs) have turn into a vital battleground for companies, with SERP options growing in visibility and significance.

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Contemplating the truth that the highest 3 Google search outcomes get 54.4% of all clicks, SERP options eat up a whopping quantity of natural site visitors — 18.5% for featured snippets alone.

With SERP options turning into ever-present, understanding how they work and find out how to maximize them has by no means been extra important. On this article, you will discover ways to discover SERP function alternatives. You’ll additionally get real-life examples and recommendation from SEO professionals.

Desk of Contents

What does SERP imply anyway?

SERP stands for Search Engine Outcomes Web page. It’s the web page that engines like google, like Google or Bing, show after a person queries a key phrase or phrase. The SERP is normally populated with blue hyperlinks and completely different SERP options which are meant to immediately fulfill a search question.

SERP features include featured snippets, native packs, information containers, photos, movies, and extra.

search engine marketing professionals optimize their content material for SERP options to drive extra natural site visitors to their web site.

Embody the search query within the web page title and [rewrite] the query within the H1 tag. Reply the query as clearly as doable within the first paragraph, additionally together with some related key phrases from the questions. Daring the reply to assist the reader discover it as rapidly as doable, says Jamie Press, Digital Advertising and marketing Specialist at Eurisko.

A featured snippet has skyrocketed organic traffic for Eurisko.

Picture Supply: Jamie Press, Digital Advertising and marketing Specialist at Eurisko

The best way to Rank in SERP Options

Search engines like google use quite a lot of components to resolve which content material is worthy of a SERP function. That will help you optimize your content material, we’ve listed a number of the commonest SERP options and offered sensible tips about find out how to get your content material to face out.

You’ll additionally see items of recommendation from top-notch search engine marketing practitioners. Let’s dive in!

Featured Snippets

An example of a featured snippet in the list format.

Featured snippets (FS) seem at place #1 of search outcomes about 98% of the time and supply a abstract of one of the best reply to a person’s question.

Typically, Google pulls out the abstract from one of many prime 10 rating pages. When your article wins a featured snippet, you may bounce from being ranked #7 to the highest spot #1 straight away.

To optimize your content material for featured snippets, it’s best to:

  • Dig into the questions that your target market is asking.
    • Search for such queries within the Individuals Additionally Ask part and analyze search questions with search engine marketing instruments like Ahrefs, AlsoAsked, or Semrush. Create copy that strictly solutions the person’s search question.
  • Use header tags (H1, H2, H3, and so forth.) to construction your content material and make it simple for engines like google to know the details. Embody key phrases and search questions in these headings.
  • The content material needs to be between 54-58 words long for a paragraph meant for a featured snippet.
  • Embody the search query within the web page title and rewrite the query within the H1 tag.
  • Use lists, tables, and different codecs that may be simply extracted for a featured snippet.

Bold the main points to improve time on the page and the reading experience.

  • Complement content material with related photos that illustrate your details, meet the person’s search intent and the first key phrase, and make the studying expertise a complete lot extra satisfying.
  • Add a picture below the paragraph and use the key phrase that triggers the featured snippet as a picture alt textual content to win the thumbnail, from John Ozuysal, Co-Founder and CMO at Datapad.

Win SERP features with thumbnails.

In distinction to a brilliant structured strategy, Sara Bodner from Conklin Media presents a barely completely different strategy to win featured snippets.

She found that it’s useful to incorporate the first long-tail key phrase (a query) you’re focusing on in an introduction paragraph reasonably than allocating a standalone heading. Then, Bodner bolds the query and reply summed up in a few sentences.

Play with formatting to influence SERP features.

Picture Supply

One other strategy to beat the competitors is to construct some inner and exterior hyperlinks to the piece. This indicators to Google that your content material is extra worthy to be featured in snippets.

Professional tip: Begin your headings with “what,” “why,” “does,” “the place,” and different query phrases to set off FS and PAA. Sprinkle them throughout the headings and the copy. This fashion, you’re growing the possibilities to compete for SERP options as much as 86%, as a Semrush study reveals.

chart showing question words triggering PAA and FS results

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Individuals Additionally Ask

Now, let’s discover ways to compete for the Individuals Additionally Ask function. By successful this SERP’s actual property, your natural site visitors can double since your content material may seem twice on the primary Google web page.

A snapshot of PAA

A Individuals Additionally Ask (PAA) function seems as an inventory of associated questions and solutions to the search question within the SERPs. The next steps will make it easier to rank in PAA:

“Look at the SERP to identify widespread questions customers are asking in regards to the subject within the Associated searches and PAA and use autocomplete knowledge instruments like AnswerThePublic and Answer Socrats,” suggests Jaden Oh, Director of Search TRAFFV.

Likewise, you may go for instruments like Also Asked and People also ask by Frase to find search questions.

  • Don’t fear in regards to the search quantity. Lengthy-tail key phrases normally have zero search quantity, but the possibilities of your content material showing in FS and PAA surge up to 73% because the variety of phrases within the question will increase to as much as 10 phrases.
  • Tweak your H2s and H3s — embrace the secondary key phrases.
  • One other apply is to dedicate the FAQ chapter on the backside of an article and reply 3 to six subject-related questions. Use FAQ schema markup to offer extra context about your content material to engines like google.

Olga Mykhoparkina, Founding father of Quoleady, agrees with this recommendation:

“At any time when we write a content material temporary for an article, we attempt to allocate a bit on the finish of the weblog article referred to as FAQ. There we put all of the PAA questions adopted by quick, value-packed solutions. No imprecise or watery statements in any way. Google normally picks it up and contains one of many solutions in PAA.”

Native Pack (3-Pack)

A snapshot of 3-Pack for local searches.

A Native pack or 3-pack seems for search queries with native intent, equivalent to “greatest Italian restaurant in [city].” This SERP lists related companies with their addresses, telephone numbers, and critiques. To rank your website in native packs, it’s best to:

  • Guarantee your Google My Enterprise profile is up-to-date and full with correct NAP data, equivalent to your corporation identify, tackle, telephone quantity, hours of operation, and critiques.
  • Optimize your web site for native SEO by together with your metropolis and state in your title tags and meta descriptions.
  • Encourage clients to go away critiques in your Google My Enterprise profile and different evaluate websites to propel Google to rank you larger within the native pack.
  • Construct high-quality native backlinks from related web sites in your area of interest to pump up the location’s credibility and authority in Google’s eyes.

Picture Pack

An example of the Image Pack.

An Picture Pack is triggered when a search engine detects the person’s intent to see photos. If your corporation can profit by showcasing its merchandise via photos, we suggest you optimize your web page for being listed within the picture pack.

  • Use high-resolution, distinctive photos with descriptive and keyword-rich file names (e.g., image-pack-serp-features-opportunities.png), alt tags, and captions.
  • Use ImageObject schema markup to offer extra context in regards to the photos to engines like google. To get your organization to rank within the Picture Pack “embrace your picture URL within the code, equivalent to a headshot or brand inside ‘Particular person’ or ‘Group’ schema markup. “Guarantee a lot of these Schema are solely used on one related web page in your website,” says Allie Kotula, search engine marketing Director at Terakeet.
  • Host your photos on a dependable and quick server to keep away from any points with loading time.
  • Interlink content material in your website utilizing related key phrases within the anchor textual content to go link equity and assist the article climb in rankings and almost certainly safe a spot within the picture pack.

Video Pack

The Video Pack feature in the SERP

Google provides Video Pack to the SERP. Video packs sometimes seem for “how-to” content material, webinars, product critiques, and so forth. To optimize your content material for the video pack, comply with these guidelines:

  • Give your movies explanatory titles, descriptions, and tags. Choose an attractive thumbnail picture. Contemplate including a transcript to make your video extra accessible.
  • Embody main and secondary key phrases within the video title and outline respectively.
  • Use informal language to call movies as should you had been looking by way of voice.
  • Host your movies on YouTube in order that Google reveals them within the SERP. Plus, YouTube supplies an abundance of tools for optimizing your content to be displayed extra steadily within the SERPs.
  • “All the time break down the video chapters by utilizing related H2s and H3s that you just placed on weblog posts. Publish movies on YouTube and add them to related articles,” says Juan Bello, Co-Founder at Porter Metrics. This tactic helps Porter win video packs nearly each time and drive certified leads.

Optimize your videos for SEO

Embedded movies hosted elsewhere, like Vimeo, require VideoObject schema markup to be eligible for this function. Take a look at best practices on how to get videos in the SERP really useful by Google.

Product Pack

The listing of the popular products

Product Packs seem in a carousel format and showcase a set of associated merchandise primarily based on a person’s search question. These packs typically seem for queries equivalent to “greatest trainers” or “iphone 12 professional max worth” and may be an efficient strategy to drive site visitors and gross sales to your web site.

Use these tricks to safe your spot within the Product Pack and optimize your e-commerce web site for max impression:

  • Guarantee your merchandise are listed by Google by submitting a sitemap to Google Search Console.
  • Use structured data ( to mark up your product pages to assist engines like google perceive the context of your pages. Farasat Khan from Scalable Media suggests enriching structured knowledge with the next:
    • @context and @kind that specify that this can be a product schema.
    • The identify of the product.
    • A picture with an array of URLs for the product’s photos.
    • An outline with an in depth description of the product.
    • The SKU, or the product’s stock-keeping unit (SKU) quantity.
    • The model of the product.
    • Gives that embrace details about the product’s worth, availability, and hyperlink to the product web page.
  • To validate the product snippets your eCommerce retailer ranks in, head over to the search console and evaluate the legitimate gadgets within the “Buying > Product Snippets” tab.
  • Optimize your product pages for related key phrases. Embody them in titles, meta tags, and on-page content material.
  • Use high-quality photos and movies to reveal your merchandise.
  • Encourage buyer critiques in your web site, as engines like google use them to find out the relevancy and rating of your merchandise.
  • Construct backlinks to your product pages from respected web sites in your area of interest.

Professional tip: Use Schema Validator to make sure your product pages are correctly optimized and Schema Mark Up generator to hurry up the creation of JSON-LD markups.

It is very important be aware that these aren’t the one sorts of SERP options, and the burden given to every issue can fluctuate relying on the search question and different rating components.

Moreover, engines like google are continually updating their algorithms, so it is important to remain up-to-date with the most recent search engine marketing traits and greatest practices.

The best way to Discover SERP Function Alternatives

There are a number of methods for find out how to spot SERP function alternatives to rank in PAA, video and picture packs, and featured snippets. These techniques rely upon whether or not you are creating new content material or updating current items.

New Content material Greatest Practices

All methods may be boiled down to those two important steps.

1. Analysis key phrases and matters on your area of interest.

Search for long-tail key phrases and questions with key phrase analysis instruments, like Semrush, Ahrefs, or AnswerThePublic.

Using long-tail key phrases is important as a result of these typically have decrease competitors and make nice targets for gaining SERP actual property with structured data-rich solutions. The extra particular the question, the higher the possibility you seem in featured snippets or PAA.

Lee Moskowitz, Director of Progress Advertising and marketing at SetSail, begins the method by establishing demand for sure key phrases.

“First, I work to determine {that a} demand exists. Begin with the necessities and leverage key phrase instruments and the “individuals additionally ask” part. Then, I learn queries that my viewers asks on platforms apart from Google, equivalent to LinkedIn or inside specialist on-line communities [Facebook Groups, Slack channels, Discord channels, etc],” Moskowitz says.

2. Conduct a SERP evaluation.

When searching for SERP function alternatives, begin by inspecting competing pages. Be aware of the next:

  • Their web page and content material construction.
  • hat key phrases seem within the headings.
  • What number of inner and exterior hyperlinks are declaring to this web page.
  • What number of photos are distributed all through the piece.
  • Alt textual content on photos.
  • Analyze the size of the textual content of the present SERP options and its formatting (e.g. daring, italic, highlighted, an inventory, a desk, a query, and so forth.).

When you’re focusing on extremely aggressive key phrases, take into consideration find out how to craft a chunk that may outrank current content material within the SERP. Perhaps these are lacking out on skilled quotes, supplementary illustrations, or real-life examples, or their content material is general weak and watery.

If the present websites in SERP options are robust to win over, guess on long-tail key phrases contemplating the person search intent. Goal queries that do not presently have a featured snippet however ought to have one.

“For instance, if Google is utilizing a featured snippet for ‘greatest gps for truckers’ and there’s a excessive demand for ‘greatest truck gps with sprint cam’ however no featured snippet, it is doable that Google needs to offer the one however lacks high quality content material. Therefore, I create a web page for such key phrases,” explains Kyle Fretwell, founding father of TruckInfo.

By chasing long-tail key phrases, Fretwell usually wins featured snippets, outcompeting giants like Amazon.

how to find SERP feature opportunity example

Greatest Practices for Present Pages

You might rank excessive however not get actual property in SERP options. This might end in excessive impressions however low conversions, because the web page that occupies a featured snippet will get the crown. How do you have to tackle that? We’ll clarify beneath.

1. Discover your top-performing pages and potential winners.

In Google Search Console, discover pages that rank for 1-10 positions and replica the URLs. Now, filter out pages from 11 to twenty positions. These are underperforming, although have the potential to develop in rankings and compete for SERP options.

You may also head over to Google Analytics and filter out your considerably changing pages. Copy their URLs as properly.

2. Analyze SERP function potential with search engine marketing instruments.

Put the saved URLs right into a rank monitoring instrument like Semrush, Serpstat, SE Ranking, or Ranktracker and verify the key phrases these pages aren’t rating for in SERP options. You’ll see these in grey. Blue signifies the URL wins a concrete SERP function by a selected key phrase.

Replace your content material following the options above and monitor inside a month if there are any modifications.

Analyze SERP feature potential with SEO tools

When you haven’t arrange rank monitoring for these URLs, right here’s a easy workaround. Head over to Ahrefs’s Website Explorer and drop these URLs for a batch evaluation or just put your area.

Apply the filter “SERP options – The place the goal doesn’t rank – Select the function.” You’ll get the listing of key phrases that set off SERP options for another person however not on your website.

Attempt to regulate your content material to get positioned in SERP options.

Analyze SERP feature potential with SEO tools

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Professional tip: Discover fast wins by checking key phrases the place your website ranks within the prime 10 which have featured snippets, however one other web site owns them.

6 Instruments to Assist You Discover SERP Alternatives

Whether or not you are focusing on SERP options for current or new content material, we have compiled the highest 5 search engine marketing instruments that will help you uncover SERP alternatives. These instruments are versatile and geared up with options for backlink evaluation, rank monitoring, key phrase analysis, and extra.

Select the one which meets your finances and your present wants. The instruments are listed in no specific order.


 Semrush; SEO tools

Semrush is an all-in-one search engine marketing platform that gives a set of instruments for key phrase analysis, rank monitoring, website audit, and extra.

With its key function, the Key phrase Magic Software, you may simply discover probably the most related key phrases on your content material and see which SERP options are showing for particular key phrases and what kind of content material is rating in these options.

Pricing: Plans begin at $119.95 month-to-month. A freemium plan is on the market however is restricted to 10 searches per day.

Greatest for: Discovering SERP alternatives for brand new content material via key phrase analysis. Additionally ultimate for medium to giant companies.

SE Ranking

SE Ranking is known for its rank tracking tool

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SE Rating is thought for its rank-tracking instrument with tons of customized filters, SERP storms, and extra. This instrument permits you to monitor your web site’s rating for particular key phrases over time, providing you with a transparent understanding of your web site’s efficiency in search outcomes.

SE Rating’s rank tracker tells you which of them SERP options your web site is showing in and which of them it’s not. How do you have to act on that data?

For instance, should you see that your web site is rating properly for a selected key phrase however isn’t showing within the “Individuals Additionally Ask” or “Associated Questions” SERP options, you may focus your efforts on optimizing your content material for these options, like including the FAQ part, to extend your visibility in search outcomes.

Pricing: The Important plan begins at $39 month-to-month with each day rank-checking frequency.

Greatest for: People, small and medium groups; enterprises searching for customizable plans.


Ahrefs SEO tool

Often known as one of the best instrument for backlink evaluation, Ahrefs presents loads of skilled options for competitor evaluation and key phrase analysis. As an illustration, the Website Explorer instrument permits you to see what SERP options your opponents and you’re showing in and with what key phrases.

You may also evaluate the quantity and high quality of backlinks pointing to competing URLs. They could affect the prevalence of SERP options as properly.

Pricing: Plans begin at $99 month-to-month. A restricted freemium model is on the market for customers who verified the location’s possession.

Greatest for: SMB and enterprise-level firms searching for a strong instrument for backlink evaluation and key phrase analysis.


Serpstat is an all-in-one SEO platform

Serpstat is an all-in-one search engine marketing platform for small and medium companies that gives key phrase analysis, rank monitoring instrument, website audit, and its personal backlink database.

You will discover SERP function alternatives when exploring key phrase analysis instruments (as proven within the screenshot above) and inside its rank monitoring report.

Pricing: Plans begin at $69 month-to-month. A freemium plan is on the market for 10 queries per day.

Greatest for: Competitor evaluation and rank monitoring.


AlsoAsked SEO tool

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AlsoAsked is your goldmine for geo-specific “Individuals Additionally Ask” questions. Kind any question and get an abundance of options for the FAQ part, H2s, and H3s.

Pricing: Plans begin at $15 month-to-month. A freemium plan contains 3 searches per day.

Greatest for: Exploring search inquiries to optimize for featured snippets and PAA.


Ranktracker SEO tool

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Ranktracker is your most suitable option for each key phrase analysis and monitoring positions within the SERP. It presents 100 key phrases for each day monitoring and 100 key phrase options per search. Like with different instruments, you will discover key phrases with SERP options potential.

Pricing: As little as $16.20 per 30 days with a 7-day trial accessible.

Greatest for: Small search engine marketing initiatives.

Free Rating Instruments

Beginning out your search engine marketing journey and are quick on finances for paid search engine marketing instruments? We really feel you. Reap the benefits of these instruments to begin monitoring whether or not you’ve secured SERP options.

All of the instruments are completely free.

Keyword Rank Checker by Ahrefs

Keyword rank checker by Ahrefs

Open up this instrument and enter your key phrase and area to verify your place and see the SERP utterly without spending a dime. Key phrase Rank Checker takes a snapshot of the highest 10 positions and highlights your present place for the key phrase, although it’s not within the prime 10 but.

You’ll additionally see what SERP options Google elevates for the key phrase.

Google Search Console

Find SERP features opportunities with GSC.

Let’s not neglect that Google additionally presents free instruments for analyzing your website efficiency within the Google Search Console.

Head over to the Pages or Queries report and type the information by low CTR and excessive place from 2 to five. The chances are a number of SERP options are exhibiting up for that question and occupying the whole fold, lowering your conversions.

Go to Ahrefs’s Key phrase Rank Checker or do the analysis manually within the Incognito mode to show or refute the idea.

Getting Began

SERP options are your surefire strategy to leapfrog even main gamers within the SERPs. Begin utilizing schema markup, strive bolding your key message, create a strong web page/content material construction, and supply succinct solutions to go looking questions.

search engine marketing instruments might help you discover much more SERP alternatives. Quickly, you’ll be outranking the competitors.


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