Learn SERP insights from Shopify’s SEO Director

February 28, 2022

Our biweekly newsletter series brings you insightful tips and perspectives from industry-leading SEOs and marketing experts. In this issue, Kevin Indig, SEO Director at Shopify, shares his smart strategies for snagging that coveted Position 0.

Hidden opportunities: SERP Features

Ever check your stats to find your CTR, clicks, or traffic are way up or down—for seemingly no reason? SERP features could be behind it! Suddenly winning or losing SERP features like Featured Snippets can have a big impact.

But how can you reliably analyze SERPs? When you rank for a lot of keywords it quickly gets confusing. Even more so when you want to find new opportunities to rank in SERP Features like the Local Pack, Image/Video Carousels, People Also Asked Boxes, etc. How do you do that at scale?

Find new SERP Feature opportunities in Organic Research

Semrush to the rescue! With the SERP Features report in Organic Research, it's super easy to find out which SERP Features you're not yet ranking for.

Navigate to: Organic Research report ➡ Positions ➡ SERP Features ➡ Subdomain doesn't rank

I like to filter by search volume to find high-traffic opportunities or by keyword difficulty to find easy to win SERP Features.

Export the keywords by SERP Feature, get it in the queue, and ship modifications to your content.

The nice thing is that you can use Semrush to monitor how well you perform for SERP Features compared to your competitor(s). In Position Tracking, you can track the keywords that you identified in the Organic Research report.

It will also show you which SERP Features you captured vs. the ones you didn't.

Why are SERP features so important?

Solving this problem is vital because Google shows more and more SERP Features that get a lot of attention from searchers. Classic organic snippets aren't dead, but they increasingly compete with features Google uses to augment the search results.

From here on out, the best SEOs have the best understanding of what's going on in the search results—not the hottest, newest SEO tactics.