SERP Features are result types on the Search Engine Results Page (SERP) that are different and typically more detailed and advanced than a simple basic organic type. Common examples of SERP features are image, video, or map results. Dragon Metrics tracks more than 30 types of SERP features on Google, Bing, and Baidu.

The SERP Features report shows which rich results are found on the SERPs of tracked keywords in a campaign, and which sites are ranking in these features. You see trends of which SERP features are showing more or less often, compare SERP feature rankings to competitors, and filter to see keywords ranking for a specific result type.

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Getting Started

To get started, navigate to SERP Features under Ranking in the left navigation.

SERP Features Chart

The summary chart aggregates data of SERP features and shows the number of each type found for your campaigns' tracking keywords.

The graph in green shows the total number of keywords found with this result type on the SERP, while the graph in yellow shows the number of keywords your site is ranking in each result type.

You can also compare performance with up to 3 competitors at a time.

Select Trend to view the SERP Features trend over time.

You can view the trend of one SERP Feature at a time or see all SERP Features on the same chart.

SERP Features Table

This table shows the types of SERP Features for each keyword, along with several details that help you to investigate more on performance and opportunity to rank better.

Keyword, SERP Features, Rank, and Type

  • Keyword: The keyword that includes SERP Features in the result page. Click on a keyword to bring up the keyword details modal.

At the top of the modal, you can see the keyword's monthly search volume, tags, and preferred landing page. The middle trend chart shows the type of SERP features that appear on the keyword and whether your campaign site is ranking on these SERP Features at a specific date.

Hover on the line to see more details. When your site is ranking on the SERP Features, it will show the data in blue.

  • SERP Features: A list of all rich results found on the SERP for this keyword. Learn more about SERP Features. The icon shows in blue when your campaign site is ranking on the SERP Features.

  • Rank: Organic ranking for the keyword neglecting presence of any SERP features (such as images, video, news, etc.)

  • Type: The result type ranking for this keyword (e.g. image, video, sitelink, news, etc.). This field will be blank for simple organic results or keywords with no ranking.

URL and Monthly Search Volume

  • URL: The URL of your campaign's site that is ranking for this keyword

  • Monthly Search Volume: The number of exact match monthly searches for this keyword on Google in the selected country

Available filters

SERP Features

You can filter to see only keywords that contain a specific result type on the SERP.

Include SERP Features Containing

By default, the report shows Any site that is ranking on the SERP Features of the keywords. To show the keywords where your site is ranking in the selected SERP features, choose Only my site.

Date range

You may select any date range from the creation date of this campaign to the previous day.

Search Engine

All search engines added for this campaign are available to be viewed on this report. Only one search engine is shown by default, but it can be changed using the Search Engine filter at the top of the page.


Tags are one of the most powerful ways to segment your keywords. In this report, you can filter by one or more tags to see only the set of keywords you're interested in.

If multiple tags are selected, you can choose how keywords are chosen for inclusion on the report.

If Include any is selected, keywords that include any of the selected tags will be included.

If Include all is selected, only keywords that include all of the selected tags will be included.

You can even build more complex queries by adding another Tag filter. Just click +more

An additional Tag filter will now be available (joined with boolean AND logic).

For example, to view keywords that tagged as non-brand and either high or medium search volume, you could use the following filter:

Exporting Data

Click the Export to Excel button in the upper right of the table to download the search volume data.

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