Google appears to have all but eliminated any instances of the People Also Ask boxes on desktop SERPs when the search settings have been changed to show more than 10 results per page. 

This began on October 11th.

I looked at data available from 3 different rank tracker tools: <a href="https://nozzle.io" target="blank">Nozzle</a>, <a href="https://www.rankranger.com/google-serp-features" target="blank">Rank Ranger</a>, <a href="https://www.advancedwebranking.com/features-spread/" target="blank">Advanced Web Ranking</a>.

In Nozzle, we have a keyword list that contains 1.2 million keyword phrases that we run on a monthly basis strictly for research projects. On the 15th of October, we noticed a huge drop in People Also Ask appearances but only on desktop searches.

![PAA Appearances in Top 100 On Desktop vs Mobile](//images.ctfassets.net/z8uwv83tofbw/7qzK0YfOZyCWsVayeNizYk/a31fa6eca8574bd4d6790954ff3b7f5f/PAA_Boxes_-_-_of_Keywords_with_PAA_Box_Appearances.png)

You can see that on mobile, 946,863 of these phrases still serve up a PAA box but on desktop there are only 17,725 phrases that do so. A 932,937 drop from the previous month.

Rank Ranger's data helps us pinpoint that this change happened on October 11th specifically.

![PAA on Desktop - Rank Ranger](//images.ctfassets.net/z8uwv83tofbw/114BiIdM8IXCp5nhyAXJor/b81d19e88860617a0fea05217ccd41e8/PAA_on_Desktop_-_Rank_Ranger.png)

![PAA on Mobile - Rank Ranger](//images.ctfassets.net/z8uwv83tofbw/4TbvqWqEdCVfM12hfSvrVV/b56e75f7fdc68c080eb89631fa2a5234/PAA_on_Mobile_-_Rank_Ranger.png)

Also you can see that PAA box appearances, on desktop only, dropped from 57% in late September to 0.0573% in mid October.

Advanced Web Ranking shows similar drops.

![PAA on Desktop and Mobile - Advanced Web Ranking](//images.ctfassets.net/z8uwv83tofbw/4nxV6Ky6IiQcHqwZ1Sxn5O/bbe7a87c63fced457d615a1ae75c8ca5/PAA_on_Desktop_and_Mobile_-_Advanced_Web_Ranking.png)

Desktop now only shows PAA boxes 0.06% of the time within their keyword set.

If you do a manual search on desktop right now, and keep your settings to show the default 10 results per page, you will most likely see a PAA box since they show up for <a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-ask" target="blank">78.4% of search queries</a>.

For example, we compared the same query, one set to the default 10 results per page, and then again with the settings changed to 100 results per page.

![keyword rank tracker comparison](//images.ctfassets.net/z8uwv83tofbw/1pqeb1J6scB4IqWkWr8JLk/9c5d20cf687fda5e8f89e545c2deca9f/keyword_rank_tracker_comparison.png)

And here is one more example using the phrase: "serps are volatile".

![serps are voletile](//images.ctfassets.net/z8uwv83tofbw/3OOOuWVyum6DJYYlCMDT21/6c15ea8e996ebca7684aac6e6db55442/serps_are_voletile_2.png)

I also looked at the results for changing the settings to 20, 30, 40, and 50, and any page with more than 10 results tends to not show PAA boxes anymore.

If this ends up being a standard SERP going forward, you need to be aware that if you are using your rank tracker to look at desktop results, you will likely no longer see the PAA boxes that are showing up for your search terms. This is simply because most rank trackers, if not all of them, are looking at SERPs with 50 to 100 results on them.

At least there is still PAA data on mobile...

...for now.


PAA Appearances in Top 100 On Desktop vs Mobile

Google appears to have all but eliminated any instances of the People Also Ask boxes on desktop SERPs where the settings have been set to show more than 10 results per page. This began on October 11th.

People Also Ask Appearances on Desktop Decline Dramatically 

If you had to choose one thing that you love most about Nozzle, what would it be? 

Would it be the ease of analyzing your competitors, tracking as many keywords as you want, the flexible scheduling or getting analytics on all of the SERP features by using <a href="https://nozzle.io/blog/introducing-nozzle-vision" target="blank">Nozzle vision</a>? 

We’ve had some great feedback from several of our customers sharing what they value and use the most. Here are some highlights:
![Competitors with the most top 10 rankings](//images.ctfassets.net/z8uwv83tofbw/3bY24GW4kF0kFcpw1rv9Fw/facb569e56f6d0712cc513d44a3a8451/Competitor-s_with_the_most_top_10_rankings.jpg)
<a href="https://atlantaadvocate.com/" target="blank">Jonathan Goudy</a> has been able to hone in on his competitors, since Nozzle collects data for every one of your competitors, whether you've added them in or not. He explained:

> “What had happened was we assumed there were two law firms (competitors) who dominated the SERPS in our market for the search terms we wanted to rank for. They would always show anytime we manually searched within Google.
>
> We were about to push their content strategy. Which would have been a waste.
> 
> After reviewing the data Nozzle offered, we realized they were actually not performing as well, and there was another law firm dominating who had a completely different content strategy. This confirmed that we were on the right track with what we were doing at that time.”

This is crucial, to <a href="https://nozzle.io/blog/finding-your-top-serp-competitors-across-all-your-keyword-groups" target="blank">find your top SERP competitors</a> and stay ahead of them. 

---

<a href="http://roi.cl" target="blank">Juan Carlos Perez</a> includes a SERP <a href="https://nozzle.io/blog/featured-snippet-competitor-analysis" target="blank">competitive analysis</a> whenever he sends a bid to a potential client to demonstrate how they stack up against their competition.

> “I'm using Nozzle for my research when I quote. I want to move the team from keyword.com to Nozzle. But when selling, showing the prospect that you UNDERSTAND his market, competitors and what can be done, it makes all the difference.”

![See Nozzle's helpful competitor charts](//images.ctfassets.net/z8uwv83tofbw/7aC2cYyQZ2ip8xWxhBNEME/aca56ba8db1ce2686d1be630d62264f2/New_-_charts.png)

He was asked, “In your quotes, you are showing them basically the table from the Share of Voice dashboard? Are you choosing any Segments like Featured Snippets or Top Ten Rankings or do you just leave it on Unpaid?”

His response was that he uses Unpaid and Featured Snippets for a report because he managed to get the client Featured Snippets in a lot of queries. 

As far as the amount of keywords he usually puts in their project to prepare for the quote, he said, “It depends. Now, ~100 keywords. In others, 40-50. I’ve never had to do it with long-tail.”

And then he said, “For me, it's helping a lot with proposals.”

---

When <a href="https://nozzle.io/blog/track-serp-rankings-for-an-unlimited-amount-of-competitors-with-nozzle" target="blank">analyzing competition</a>, <a href="https://peter.macinkovic.id.au/" target="blank">Peter Macinkovic's</a> go-to's are to track and categorize keywords using the Share of Voice dashboard. He loves using the graph in his presentations.

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">There&#39;s a bar graph on SOV that showcases the rankings for each tracked domain and its amazing.<br><br>Basically showcases how dominant particular domains are. I love this graph, use it in multiple presentations and always blows people away. Takes a few clicks to get to though.</p>&mdash; Peter Macinkovic (@inkovic) <a href="https://twitter.com/inkovic/status/1530198490772799488?ref_src=twsrc%5Etfw">May 27, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Not that one, the one I find useful is the bar graph with the positions. I usually group by domain (excl Google in segment) for reports across KW grouos. Visually showcases the dominance of a website/competitor. Also great for comp research. <a href="https://t.co/SLN6V3FQab">pic.twitter.com/SLN6V3FQab</a></p>&mdash; Peter Macinkovic (@inkovic) <a href="https://twitter.com/inkovic/status/1530211731645276160?ref_src=twsrc%5Etfw">May 27, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

---

<a href="https://taylormurchison.com/" target="blank">Taylor Murchison</a> is one of our biggest fans, proclaiming we’re the best <a href="https://nozzle.io/blog/pixels-from-top-a-nozzle-feature" target="blank">pixel from the top</a>/above-the-fold tracking he’s seen and he uses it everyday.

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Also, can’t believe I didn’t include <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a> on this first list. I absolutely use it every day. Best rank tracker on the market and it’s not even close.</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1505939110267080704?ref_src=twsrc%5Etfw">March 21, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">As usual, s/o <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a>. If you/your company don’t have it yet, you’re late to the party.</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1448841795752845312?ref_src=twsrc%5Etfw">October 15, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

<blockquote class="twitter-tweet" data-conversation="none"><p lang="en" dir="ltr">Dude have you ever seen <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a>? Best pixel/above-the-fold tracking I’ve seen. They’re on AppSumo right now with unbelievable lifetime deals. (I’m not an affiliate, just a fan/user)</p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1448751401480474635?ref_src=twsrc%5Etfw">October 14, 2021</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

Since Google is no longer listing their <a href="https://nozzle.io/blog/evolution-google-serp" target="blank">search engine results page</a> in a “top 10 list”, he uses Nozzle for <a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features" target="blank">SERP Tracking</a> as a replacement for Rank Tracking.

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">This is partly why I&#39;ve been such an advocate for <a href="https://twitter.com/nozzleio?ref_src=twsrc%5Etfw">@nozzleio</a> since I became a user. Rank tracking is coming to an end - SERP tracking is taking it&#39;s place. <a href="https://t.co/ublCZqoioT">https://t.co/ublCZqoioT</a></p>&mdash; Taylor Murchison (@TaylorMurchison) <a href="https://twitter.com/TaylorMurchison/status/1541848320737480704?ref_src=twsrc%5Etfw">June 28, 2022</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

---

<a href="https://locomotive.agency/" target="blank">JR Oakes</a> loves Nozzle for its <a href="https://nozzle.io/blog/paa-expansion-method" target="blank">PAA data and reports</a>. From an <a href="https://searchengineland.com/brand-reputation-and-the-impact-of-google-serp-selections-345005" target="blank">article</a> on his blog he states:

In order to start the process of understanding company PAA results, we needed to first obtain a list of companies. This Github report has collected Fortune 500 company lists from 1955 onward and had 2019 in an easy-to-parse CSV format. We loaded the company names into Nozzle (a rank tracking tool we like for its granularity of information) to begin daily data collection of US Google results. Nozzle dumps their data to BigQuery which makes it easy to process into a format readable by Google Data Studio.

<blockquote class="twitter-tweet"><p lang="en" dir="ltr">Adding to Nozzle and pulling the PAA results for each company brand search, we found that 85% of these companies had PAA results for Desktop US searches. 7/20</p>&mdash; jroakes.ipynb (@jroakes) <a href="https://twitter.com/jroakes/status/1336433936252145664?ref_src=twsrc%5Etfw">December 8, 2020</a></blockquote> <script async src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>

When you’re able to <a href="https://nozzle.io/blog/the-importance-of-analyzing-paas-by-industry" target="blank">analyze the questions people are asking in your own industry</a> you can fine tune your answers to meet people’s needs, addressing their pain points and making content more relevant.

If you are new to the concept of using the PAA boxes, <a href="https://nozzle.io/blog/what-are-people-also-ask-boxes-and-how-do-you-rank-in-them" target="blank">this article</a> will get you started with this useful practice.

---
![flexible scheduling](//images.ctfassets.net/z8uwv83tofbw/6mg87exe4kzoHUag1RhirO/e3a1de345ec2b70bddb9784e98b6d1f9/image.png)
<a href="https://www.everythingdigitalmarketing.com/seo-for-food-bloggers" target="blank">Ty Kilgore</a>, loves the <a href="https://nozzle.io/blog/the-power-of-flexible-scheduling" target="blank">power of flexible scheduling</a> Nozzle provides. They track keywords on a weekly basis for all of their clients, and depending on when the weekly reporting call is for each client, they schedule to pull SERP data for them the <a href="https://nozzle.io/blog/hourly-rank-tracking" target="blank">day before</a> they present their report, which ensures they are providing their client with information that is up to date and accurate. 

Most rank trackers don't let you choose as granular a schedule for rank tracking, whereas with Nozzle, you can come up with any customized scheduling you want.
### Conclusion
There are a lot of features Nozzle offers that are easy to fall in love with, whether it’s analyzing your competitors, tracking as many keywords as you want, choosing a specific flexible schedule, getting analytics on all of the SERP features, or falling in love with any of the many more features we have.

We’d love to hear what it is you love best! Send us a comment and share! 

Competitors with the most top 10 rankings

Feedback from several of our customers sharing what they value and use the most with Nozzle.

Helpful Features 6 Nozzle Clients Love

Nozzle Use Cases

You can get more out of your data when you change your focus from “rank tracking” to “SERP tracking.” 

A simple ranking tracker will show you where a certain page ranks for a certain keyword in the organic search results – the classic top 10 positions that, for years and years, online marketers have been pursuing.

Unfortunately, over those years, paid ads have pushed the top organic rankings further and further down the results page, so even that coveted #1 organic position might struggle to appear above the fold. 

![seo above the fold](//images.ctfassets.net/z8uwv83tofbw/5a2d2iKTSN3xSDv26AdnIf/fb2794aabe3ac7e19af73a0fd230e988/seo_above_the_fold.png)

On top of that, Google continues to develop and include new features in its SERPs that can push those organic rankings even further down.

Now, where you once had ads and organic results, you have Featured Snippets, People Also Ask (PAA) boxes, Local Packs, Top Stories, Popular Products, Social Results, Videos, and more.

So, it is all too conceivable that your number #1 ranking might not be quite as awesome as it once was.

Don’t get us wrong, it’s still pretty awesome.

It’s just now, getting your brand in front of more people, may require getting into the most common and most important SERP features. 

### Get into More Features When You Change Your Rank Tracking Mindset

Online marketing success is not just about reaching that #1 spot. It’s about appearing on the SERP in as many places as you can.

This is why you can get more out of your time with Nozzle if you think of it as a SERP tracker instead of just a rank tracker.

There are so many more ways to get your brand in front of your customers than regular organic and paid results.

You just have to know how to take advantage of all the features that Google might serve up.

Admittedly, that’s one of the potential hurdles right there:

How do you even know what is likely to trigger a PAA box?

How do you know if Google will deliver a Featured Snippet for a given keyword?

What if all the keywords you’ve been targeting for the last few months aren’t going to get you into any of these features?

Keep in mind that the more your branded assets (social media, videos, etc.) show up in these features, the more SERP real estate you will own.

When you approach your online strategy with this broader mindset, you can do more with your keyword research.

Nozzle allows you to determine what keywords are likely to trigger these features, whether or not you are already ranking for them, and which of your competitors are already in those spots waiting for a little… competition.

Let’s take a closer look at how you can dive into this data using Nozzle.

### Which SERP Features Do You Want to Get Into?

There are many different features that Google uses to augment its results, and some of them are more effective than others from a business perspective.

The question is: what do you want to achieve by appearing in these different features?

First, be sure to check out our [article on these 8 important search features](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features). This research was conducted on more than two million searches to see how likely these features are to pop up on mobile or desktop results.

Now, let’s consider the reasons you might want to show up in some of those features.

[People Also Ask](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-ask) – This is an important feature that can help potential customers zero in on your company and contribute to your image as an authority on a particular subject. It can be especially effective if they see you ranking in the organic SERPs and then realize that you also answer a related and relevant question. If they don’t click on one result, you’re giving them every chance to click on another.

[Featured Snippets](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#featured-snippets) – This is a bit of a double-edged sword. Yes, you want to show up in a Featured Snippet because it adds a lot to your authority on that particular topic. Unfortunately, if that snippet answers their question, fewer people are going to click through to your website. They’ll simply take the answer, be grateful and move on to their next search. Usually. If, on the other hand, the snippet is just an enticement to more information, you can still persuade them to click on your link to learn more.

[Product Packs](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#products) – Are you looking to make a sale? Then getting your actual product listings to show up for a given search can be invaluable. These packs may not show up as often as, say, a PAA, but when they do, they take up a lot of real estate on the page, drawing the eye right to it.

[Twitter](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#twitter) – This is important for companies that need to show relevance to the current big events. If there is something newsworthy, if something major is happening in the industry, then you want to get into this pack. You can make sure your voice is being heard and you can maybe even start to generate a few more social media followers.

These are just a few of the features highlighted in that article, though, so be sure to explore your full range of opportunities.  

### Will Your Keywords Serve Up a Search Feature?

So, how do you know that your keywords are likely to trigger one (or more) of these features?

Are you hoping to get a Featured Snippet? Would an appearance in a People Also Ask box really augment your marketing efforts?

What if your chosen keywords don’t have a history of triggering these features at all?

Are there some good keywords that you could easily incorporate into your current campaign for some quick SERP wins?

It’s all about how you use the data that Nozzle puts at your fingertips.

### Getting into All the Data

There is a simple process you can follow to determine which keywords are likely to trigger a SERP feature.

You can simply create a new Brand in your project, and then add a couple new segments so you can zero in on the data you want to see.

So, from your Workspace, choose __Manage Keywords__ on the chosen project, then select the __Brands__ tab.

Click __Add Brand__. For this brand, we’ll make the Brand Name: “Whole SERP” because we are going to look at the entire search engine results to find out what is ranking in a certain segment instead of finding where you are ranking.

For the Brand Type, we’ll call it Neutral because, well, we’re not looking at ourselves or the competition. We just want to know what exists in this condition.

![whole serp name](//images.ctfassets.net/z8uwv83tofbw/Qr7WXXN0nEWjSquYUHCv7/e6ecf40a99e383118f1046c969ea465b/whole_serp_name.png)

Click __Add Property__ and choose the __Custom SERP/Result Condition__. 

![custom serp](//images.ctfassets.net/z8uwv83tofbw/4I7U6j88tngaC28mWWnsNc/7f8eaa6db43b5b746ea0f7ad3f164f6c/custom_serp.png)

This will bring up the Properties table, showing the Type, Name, and Configuration. You can edit the name to be more descriptive and remind yourself that this will cover the entire SERP.

![custom table](//images.ctfassets.net/z8uwv83tofbw/24Ac3rjtml6ytyKjnVAmtK/1c2f4ce64562674764e44ce94a596239/custom_table.png)

Now, for the __Configuration__:

You have the option to change the “Column | Operator | Values”.

1. Change Column to: Result>URL>DomainID
2. Change the Operator to: >Greater than
3. Change the Values to: 0

That’s all you need for this Brand.

![domainID](//images.ctfassets.net/z8uwv83tofbw/01q17QcyMGeRNOx7xE5Vsx/324a652e0d316ab9b8176d9f0e3d5873/domainID.png)

Be sure to click __Save Brand__ at the bottom to put this new condition into the system.

![save brand](//images.ctfassets.net/z8uwv83tofbw/14ipbXdyQw5eWVDku4oUuB/8dfbe00af6489874bb141cdf77fdf91f/save_brand.png)

Now, onto the segments.

Let’s start with the first feature we mentioned above, the PAA.

Now that you have a new Brand Type that is looking at the entire SERP, let’s find out which of your keywords are actually triggering the appearance of a PAA. 

According to our research on Google SERP features (referenced above), we know that a PAA is most likely to appear in position 2 in the SERP, but 3 through 6 also has a pretty good percentage of showing up.

In other words, all we need to know is which keywords have a PAA in the top 2 to 6 positions.

So, let’s create that Segment.

Click __Manage Keywords__ on your chosen project and then __Segments__. While there are a lot of built-in segments here, we are going to click the Add Segment button to customize our exploration of the data.

Give the segment a descriptive name, perhaps “PAAs in the Top 6”. You can add a description to make it clear what this segment is going to achieve with your data. Now:

1. Click the __Add Condition__ button
2. Select “Result>People Also Ask>Is People Also Ask”
3. This will create a result condition that adds a section for “is” and one last section that is blank.
4. Click the blank section to select “True”.

This is what tells the system to look specifically for the PAA feature.

Next:

1. Click the “__And__” button next to the first condition
2. Click __Column__ and then choose “Results>Rank”
3. Then choose “<=Less than/Equals”
4. Then choose 6 (or 5 or 3 or whatever suits the data you’re looking for)

![custom segment](//images.ctfassets.net/z8uwv83tofbw/1oeTdKEP0qC5Z6EWGclxjW/0b01feca614e9fae46cb15f9f4ab2df2/custom_segment.png)

Now, you’re mostly set. There is one more condition you may want to add, though.

We also discovered in our research that the PAA will show up differently on mobile and desktop results, which means you may find value in separating these results.

So, assuming that you have set up your Keyword Source to pull data for desktop and mobile, all you have to do is click the __Add Condition__ button again, select “__Device__” from the list of options. This will bring up the option to select “__Device = desktop__”.

Then, all you need to do is create another segment. You can either do this by, following the above procedure and selecting “mobile” for the device, or you can skip a couple steps and click the __Duplicate Segment__ button and then change the name and the chosen device.

One last thing: always, always click the __Save Segment__ button when you’re done. If you leave the page without saving it, you’ll just have to do it all over again.

Here’s an example of what all your hard work might look like in your Project’s dashboard.

![paa in action](//images.ctfassets.net/z8uwv83tofbw/1Hg3aMIhMZQULFi3e6vSNL/80440427cd8df92492fd39c009d6d70f/paa_in_action.png)

In this case, we focused on PAAs that appeared in the top 3, and out of the 4,995 total keywords, 3,838 of them met the criteria (i.e. serve up a PAA box) and are displayed in the Keywords table. We also get to see which position the boxes appeared in (#2 for those in the screen shot) and the top question in those boxes. (Which means you know exactly what questions your content team should start answering on your website today.)

### What Can You Do with This Data?

This kind of SERP data can open up a [wide variety of opportunities](https://nozzle.io/blog/7-ways-website-flippers-can-use-nozzle-serp-rank-tracker) for your online marketing campaign.

Remember, that number one ranking might not be as effective as it once was, and getting into the wide variety of features now appearing for an extensive array of results pages can put you in front of a whole new group of potential customers.

Of course, just knowing that the opportunity exists doesn’t mean you’ll immediately start showing up in these features simply by adding a few more keywords here and there. You’ll have to [employ some techniques](https://nozzle.io/blog/what-are-people-also-ask-boxes-and-how-do-you-rank-in-them) and work hard at it, just like you would if you were aiming for that #1 spot.

What you do with this kind of detailed data will, in the end, be up to you, but the opportunities are plentiful and we can’t wait to hear about your successes.

Want to learn more about SERP features? You can find a goldmine of [SERP stats here](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features).


seo above the fold

Even if you rank #1 in SERPS, you may not be as visible as you thought. SERP features are pushing traditional organic results further down the page. Will your marketing efforts help get you into the most common and effective features?

You can get your brand in front of more eyes when you begin to broaden your horizons and track the entire SERP rather than just traditional organic rankings. Your keywords might be serving up a wide range of SERP features (PAAs, Featured Snippets, etc.). User your data to create a strategy that will get you into these features.

Will Your Keywords Trigger Important SERP Features?

The Google SERP today is packed with more features and diversified information than ever before. SEOs have to keep a close eye on evolving SERP features because they affect how we think about and report rankings. They can also take up a lot of space at the top of a results page, pushing traditional blue-link results further down and affecting click-through rates. 

How common are SERP features today? 

That depends on your search term and the feature. 

It's a fun question though, so to try and answer it we pulled together about 1.2 million keywords and looked at the SERPs on both desktop and mobile.

This article looks at the frequency and positioning of 8 SERP features. There are many more features in Google than this, though, so stay tuned for future articles. For now, let's get into some SERP stats!

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  <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#related-searches">Related Searches</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-search-for">People Also Search For</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#people-also-ask">People Also Ask</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#products">Products</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#featured-snippets">Featured Snippets</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#twitter">Twitter</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#sitelinks">Sitelinks</a></div>
    <div><a href="https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features#top-stories">Top Stories</a></div>
</div>

## Related Searches
![Related searches google statistics](//images.ctfassets.net/z8uwv83tofbw/76lSDWHHFtJSi7HAIkRUpn/84e0b5cbc8eec0c8b1b3be094e716ded/Related_Searches_feature_v3_Final.png)

Related Searches is a SERP feature that shows searches that other people have done related to your keywords. Likely not surprising to anybody, the Related Searches feature appeared on 99% of desktop SERPs and 83% of mobile SERPs. 

It appeared right where you'd expect it to - below the final search result.

Related Searches can appear as a series of search phrases with magnifying glass icons, expandable phrases with images, or a combination of both (below). 

![Related searches seo statistics](//images.ctfassets.net/z8uwv83tofbw/5yHxmksoqfgaqtiwN0X9Dm/b97063013a1bce2091952a0052833a91/Related_Searches_mix.png)

## People Also Ask
![People also ask google stats](//images.ctfassets.net/z8uwv83tofbw/25zIskNbDXRAfHznl0aUXC/57edeafd97747bb2450e7d02c80000e8/People_Also_Ask_Feature_v2_Final.png)

<a href="https://nozzle.io/blog/what-are-people-also-ask-boxes-and-how-do-you-rank-in-them" target="blank">People Also Ask</a> is a SERP feature that shows a box containing two to four questions that people commonly search on Google, related to your search terms.

![People also ask seo stats](//images.ctfassets.net/z8uwv83tofbw/2tInSDTu8kawclDbzHysbR/a2137ce899cae577cf55a68a492ffe2e/PAA_ground_cover_plants.gif)

At 78% on desktop and 77% on mobile, People Also Ask boxes are a popular SERP feature. 

We see them all the time and use them to find answers to our query, but do you know which positions they are most likely to appear in? We found that when PAA boxes are served up, they appeared in position two 49.82% of the time but hardly ever appeared in position 1.

![People also ask statistics](//images.ctfassets.net/z8uwv83tofbw/6oIPDqMxwc35QclH2Qj4o3/51093cb1aed3d86a3e253cecc98a2934/Where_in_SERP_Does_PAA_Appear.svg)

How many questions appeared in a PAA box? 

We're accustomed to seeing four questions, but did you know that sometimes Google will show two or three questions in a box? We even observed a small number of SERPs where two boxes appeared. One near the top of the SERP and another much further down.

![People also ask google search statistics](//images.ctfassets.net/z8uwv83tofbw/71DrJbCKGrOEY3RkBx5VOR/48e38397aeda0c2a1234c8a5ed236cf0/How_many_questions_in_paa_boxes.svg)

## Featured Snippets
![Featured snippet stats, google serp statistics](//images.ctfassets.net/z8uwv83tofbw/2EyUjCxZpDmtw0L5fJYvhO/9d08a388af498fe9387b0eb899283f7d/Featured_Snippets_Feature_v3_Final.png)

<a href="https://nozzle.io/blog/what-are-featured-snippets" target="blank">Featured Snippets</a> are another popular SERP feature, though they don't appear as frequently as People Also Ask. It's easy to spot a Featured Snippet by looking for a result that has two links below it: "About featured snippets" and "Feedback".

Google tells us that this SERP feature is a listing where the snippet describing a page comes before a link to a page, not after as with Google's standard format. 

![Google featured snippet statistics seo](//images.ctfassets.net/z8uwv83tofbw/1RgKqWGUlSDS8ErmH4u5uT/e8adc52723d2eec327dfb76eadb602cb/Featured_Snippet_-_Oak_Trees.png)

On both device types, Featured Snippets ranked at position 1 about 98% of the time. Mobile SERPs showed double Featured Snippets on occasion, but we didn't see very many ranking at position three or beyond.

![Featured snippet stats, google serp statistics search](//images.ctfassets.net/z8uwv83tofbw/42j4Log61nS9vMFpX9Ka6D/3344bec2f3daa78f1e19afe78bdc13d5/featured_snippets_by_position.svg)

Featured Snippets sometimes have images, like the above oak tree example. You'll also see bulleted lists, numbered lists, tables, and videos. 

After we looked at how often Featured Snippets appeared in SERPs, we looked at how often these things showed up. This is what we found:

![Featured snippet google search stats](//images.ctfassets.net/z8uwv83tofbw/ZDWfW8b3ye53BMpm0421H/a9c359891c1d70d777bd1d97b552b459/Element_in_Featured_Snippets_Final.png)

While a paragraph of text alone was most commonly displayed in Featured Snippets, images appeared in nearly all mobile featured snippets (97%), and in about 28% of those on desktop. Bulleted lists were the next most prevalent, followed by tables, numbered lists, and videos.

## Sitelinks
![Sitelinks google serp stats](//images.ctfassets.net/z8uwv83tofbw/2ntzlVmUtxEKbZBEYo6Pq3/10fb1b0344efb1de60f841f9b5304a4b/Sitelinks_Feature_Final.png)

First, what exactly do we mean by sitelinks? 

On a desktop SERP, these are the links underneath the main result. At Nozzle, we also refer to these as Expanded Sitelinks. They very often appear on branded searches underneath the brand's homepage. (Interestingly, if the above desktop percentage were to refer only to Expanded Sitelinks, it would drop to 2.92%.)

![Sitelinks google search statistics](//images.ctfassets.net/z8uwv83tofbw/37gq4XUDTbUxlpBksr2EMs/f8a46c87057ac7e3184a1e3d73b1318d/Screen_Shot_2022-06-16_at_12.05.09_PM.png)

Sitelinks can also be the smaller links underneath a result, usually separated by tiny bullet points.

![Sitelinks seo stats](//images.ctfassets.net/z8uwv83tofbw/1LUxNMmdLI84VX8OuAQqIZ/d06d63c687232e1fc50187ba812601fd/Screen_Shot_2022-06-16_at_1.00.17_PM.png)

On mobile devices, sitelinks are again links underneath a result, but you can scroll horizontally to see more sitelinks.

![Sitelinks google serp stats](//images.ctfassets.net/z8uwv83tofbw/3GGH5aMN2AnxmiYPcBBPuy/eb7d3848688777a79edcab5a1b9c2603/Screen_Shot_2022-06-16_at_1.30.24_PM.png)

### Sitelinks vs Expanded Sitelinks

Keeping in mind that Expanded Sitelinks are those desktop sitelinks where ~four large links appear underneath a result, we thought it would be interesting to see where on the SERP Sitelinks appear versus Expanded Sitelinks. As you might expect, Expanded Sitelinks appear at position one over 90% of the time, while other sitelinks appear throughout the SERP.

![Expanded sitelinks google search statistics](//images.ctfassets.net/z8uwv83tofbw/4dUmlOtgwu10GnVXRza28c/3e7a56792a68a809fdce0640cdd36f78/Sitelinks_vs_expanded_sitelinks.svg)

## People Also Search For
![People also search for google serp statistics](//images.ctfassets.net/z8uwv83tofbw/1meo7N4hcCpoUFsryAjGqX/75144a051118aca35a83c98ab2d51b13/People_Also_Search_For_feature_Final.png)

People Also Search For is an interesting feature that displays links to other searches that are related to your current SERP. You might see it near the top of the SERP underneath a direct answer and next to images. You might see it further down the page, looking sort of similar to a product pack. Or you could find it a the bottom of a knowledge panel or local listing. 

On mobile SERPs, it sometimes looks so much like People Also Ask that a glancing look won't notice.

![Google serp stats people also search for](//images.ctfassets.net/z8uwv83tofbw/7h9odMyPboUqFnUevc6lQx/bd057ca6735d27099f43290c07e23018/hydrogen_pasf.gif)

However varied it looks in the SERP, PASF appeared somewhere in positions four through ten about 76% of the time on mobile devices. On desktop, it appeared in a position lower than 51 about 82% of the time. The desktop percentage seems strange at first glance, but when you understand how Nozzle works, it's really not.

![People also search for seo statistics](//images.ctfassets.net/z8uwv83tofbw/4Sf4Rz0ZgCbZBDe1J8Jcl7/008175577fbc828419128459b208f020/PASF_by_position.svg)

Many desktop SERPs will have two columns. The left column displays results and the right column displays a knowledge panel. Nozzle first assigns a rank value to everything in the left column, then moves up to the top of the right column and continues assigning rank. Let's say the very last result in the left column ranks 107. The first item in the right column, maybe it's a local listing or an image, will rank 108. PASF usually appears last in a knowledge panel, so to Nozzle that's a rank of 100+. The graph above shows us that PASF ranks as part of a knowledge panel about 82% of the time on desktop.

## Products
![Product feature stats, google serp stats](//images.ctfassets.net/z8uwv83tofbw/3hXiZLRtFi62kNaOhClmOI/bf2d5424f9cf72a5526cf53eb23c34f6/Products_Feature_Final.png)

Product packs show products related to your search terms that Google thinks are relevant to the intent of your keywords. On desktop and mobile, you can scroll horizontally through a series of product cards that contain an image of the product, product name, price, where it's available, and sometimes star ratings. 

In the image below, if you were to click on "Harbor Freight Tools" in the first product card, you'd get a larger modal with more information about the product. 

![Product pack seo statistics, product feature stats](//images.ctfassets.net/z8uwv83tofbw/qyz7xgZsdN1XWTZETI8IU/e6cd2e1ea8907dbb8e2f35e8e18cd1c5/solar_panels_product_pack.gif)

This SERP feature is often called "Popular Products" or "Related Products", but we observed many instances of custom titles like "Popular Solar Panels", or "Top 24 Gaming Headsets". 

The Products feature showed up on about 10% of SERPs, but it occupied a lot of SERP real estate. On a mobile device with an approximately 6-inch screen, the Products feature takes up about 80% of the screen when in full view.  

![Google search stats product packs, product feature stats](//images.ctfassets.net/z8uwv83tofbw/4NyjWE6FzIYn2ccNIkiOQV/3500ade3c7cf5115fdd014f7f4bec1dc/product_packs_by_position.svg)

## Twitter
![Twitter packs google serp stats](//images.ctfassets.net/z8uwv83tofbw/1NwsH5lpPvbGPCoYm0xkGk/7f06679dfe68914badd2d1316c5d14a6/Twitter_Packs_and_Results.png)

The Twitter SERP feature shows a pack of tweets related to your search terms that were recently posted on Twitter. In this test, we looked for Twitter packs with a single or multiple tweets diplayed as cards. 

![Google search statistics twitter](//images.ctfassets.net/z8uwv83tofbw/39vnpp907Ac3m5d6Gfkfyl/57ea563df3098687192faf87966e6ed9/Screen_Shot_2022-06-24_at_11.40.06_AM.png)

We were also interested in finding out the display frequency of typical URL-Title-Description search results that linked to a Twitter profile or a tweet.

![Twitter mobile seo stats](//images.ctfassets.net/z8uwv83tofbw/2Aq3pSsV9JnXuTJtIfX9gB/0b911d07e8dbc2b542f6c763fd746cf4/Mobile_Twitter_Result.jpg) 

Looking closer at Twitter card packs, the results by position graph shows how rarely a pack showed up in a position lower down than 11. In fact, SERPS displayed a Twitter pack in positions 1-10 about 90% of the time on both desktop and mobile.

![Twitter google serp statistics](//images.ctfassets.net/z8uwv83tofbw/606G1lvYsXy9Yz6CSZMFpT/749de32ccb72dd3f3a69d12b19c77a24/Twitter_Packs_by_Position.svg)

We wondered at first if Twitter results would only appear when a search term contained the words "twitter" or "tweet", so we looked and found that when a Twitter result appeared in the SERP, the search term did not contain "Twitter" or "tweet" about 99% of the time on desktop and about 94% of the time on mobile.

## Top Stories
![Top stories serp statistics](//images.ctfassets.net/z8uwv83tofbw/1mXwXKMczDdPlbK92HPTdp/ab10ccc8045414683b0b30f7c48625ca/Top_Stories_feature_Final.png)

Top Stories is a SERP feature that shows recent news related to your search term. The stories are automatically selected, and the pack links to a page with more related articles on the News tab. The Top Stories pack will usually show four news articles, but we observed anywhere from two to six articles in a pack.

![SERP stats top stories](//images.ctfassets.net/z8uwv83tofbw/3HJEmt5YFVqD43vHdlBDLH/3dda4fadefc615047d8d5289079e73dd/Screen_Shot_2022-06-24_at_1.29.34_PM.png)

We found that Top Stories packs only showed in about 1% of desktop and mobile SERPs. When a Top Stories pack is diplayed, it's in positions one through three about 32% of the time and positions four through ten about 51% of the time. 

![Google search statistics top stories](//images.ctfassets.net/z8uwv83tofbw/6wIc9TRA0QO7rkc8ZCAq38/a00497982eb83dad570d72d5df23da20/top_stories_by_position.svg)

## More to Come

Stay tuned for more SERP stats posts like this one where we'll share statistics about other SERP features.
- Explore the latest <a href="https://nozzle.io/blog/social-media-serp-statistics" target="blank">social media SERP statistics</a>

In the meantime, the real value comes from analyzing the SERPs for your specific industry. 

For example, with Nozzle, you can: 
- <a href="https://nozzle.io/blog/featured-snippet-competitor-analysis" target="blank">Find out which domains or specific URLs own all the featured snippets in your industry</a> 
- <a href="https://nozzle.io/paa" target="blank">Discover which questions show up the most in the PAA boxes</a>
- [Discover which of your keywords serve up video results, PAA boxes, Featured Snippets, Local Packs, Top Stories, etc.](https://nozzle.io/blog/will-your-keywords-trigger-important-serp-features)
- <a href="https://nozzle.io/blog/video-rank-tracker" target="blank">Analyze which sites show up in the video results</a>


Boyd Norwood

Boyd's headshot

Where Does PAA Appear Final

We analyzed about 2.4 million Google SERPs to see how often various SERP features like Featured Snippets and PAA displayed, and where they ranked.

Google SERP Features: Insights From 2.4 Million Searches

Google Statistics - SEO Stats About Google SERP Features - SERP Stats

## Emojis in Sitelinks 

By adding emojis alongside your site links it will help grab the searcher's attention when scrolling through pages on google. Adding the right emojis with the right features could lead to more traffic to your website. In the photo below Ventureharbour.com shows the use of emojis next to their site links. This helps their ad copy stand out and is visually appealing enough to command the users attention. 

![Serp Features using emojis in sitelink ](//images.ctfassets.net/z8uwv83tofbw/5Q0eYNEPBPvD70mxqbCuGX/cc0bf352856d62a9ef5de61d18ddbc2a/Screen_Shot_2021-01-20_at_8.15.04_PM.jpg)

## Video Packs

You can also rank for the videos within Google's search results. When doing this you want the content of the video to be related to the question the searches are looking to answer. For example, if someone typed sewing clothing within google. You can see that people have titled their videos according to the searchers phrase. When trying to rank in the video section of the search results you should set a strategy to create a video answering the users question and title your video accordingly.

![Video pack-SERP feature ](//images.ctfassets.net/z8uwv83tofbw/1ddM2sDukUUVDPWlZM4ujP/ffff43ca85e280d120bcf68c34a45cb1/Screen_Shot_2021-01-20_at_8.12.03_PM.jpg)

## Featured Snippets

Being in the featured snippet is by far the best way to boost brand awareness organically. The featured snippet usually takes up a lot of real estate on the page. This means people are more likely to see it and click on your website to gather more information about a specific question from their google search. Here's an article you can read about this topic to better <a href=" https://nozzle.io/blog/what-are-featured-snippets" target="blank">understand the importance of featured snippets.</a> And here's how to <a href="https://nozzle.io/blog/featured-snippet-competitor-analysis" target="blank">analyze who owns the featured snippets</a> for your keywords.

![SERP features- understanding featured snippets](//images.ctfassets.net/z8uwv83tofbw/5a2oLUJmKytdKOXoLyABuq/8793fe59bf51dcc1214e61a2597e16ce/Screen_Shot_2021-01-20_at_8.19.39_PM.jpg)

## FAQ Schema
The process in which questions are being pulled from your website into the SERP and showing up within google search results under your meta description. You can see Link- Assistant is using FAQ schema from this google search result.
![SERP feature- using FAQ schema on webpages ](//images.ctfassets.net/z8uwv83tofbw/0YArwXWUbiUxZdK2SKPsm/9b386461c2595c793c5aaaae77632596/Screen_Shot_2021-01-20_at_9.07.49_PM.jpg)

If you go to their website and inspect the question (What is rank tracking?) that shows up on the SERP you'll  see within the code surrounding the question they are using schema markup software within the backend of the website.
![using SERP features like FAQ Schema within the back end of website code](//images.ctfassets.net/z8uwv83tofbw/62uBNU43RxWyZF9x2z0vPa/731392404f81ba174310e4d44091035e/Screen_Shot_2021-01-20_at_9.09.08_PM.jpg)

## Image Packs

Images can be shown in both the featured snippet and stand-alone image packs. When the user clicks on the image it will lead to a google image search instead of to a particular website. 
![Serp feature- Image pack of chocolate vegan desserts](//images.ctfassets.net/z8uwv83tofbw/789cFLGC2vMSpRkUk531J2/7fa7e95464d43f01ded09c5d1089cf6c/Screen_Shot_2021-01-20_at_8.13.56_PM.jpg)

When searching for the phrase video games for kids. You can see within the featured snippet is an image pack above the answers to the searchers request.  
![Image packs within featured snippet is a common Serp feature on google](//images.ctfassets.net/z8uwv83tofbw/4qa6SSA7Wc0xBgBOeM7Zll/2e9e443704cbdf47ce476e5909fc493c/Screen_Shot_2021-01-20_at_8.09.06_PM.jpg)

## People Also Ask Boxes

Showing within the people also ask section is another way to help boost your site's visibility. First, you need to know what keywords are being ranked for in the people also ask section. Then a strategic strategy needs to be created in order to overtake one of the questions. 
![Overtaking SERP features like People also ask boxes](//images.ctfassets.net/z8uwv83tofbw/6TkfbZ7nEyGHkGpzGqJdgZ/f9dfb2c37fff8e4a0ad75afab77b9f50/Screen_Shot_2021-01-20_at_8.16.31_PM.jpg)

Since Nozzle extracts data from the whole SERP, you can[ easily see which of your keywords contain any of these unique SERP features](https://nozzle.io/blog/will-your-keywords-trigger-important-serp-features). Then you can set a strategy to obtain any of these  SERP features along with which keywords should be used when optimizing your images and videos. It will also help you figure out which pages to answer specific questions for in order to obtain featured Snippets and people also ask listings. You can also generate a list of all of your SERP results that contain sitelinks to help you know which pages to focus your emoji efforts on.

Want to learn more about SERP features? You can find a goldmine of [SERP stats here](https://nozzle.io/blog/nozzle-analyzed-1.2-million-google-serp-features).


SERP features every SEO should work on obtaining 

SERP features you should be using in your SEO strategy

Blog - SERP Features

People Also Ask Appearances on Desktop Decline Dramatically

Helpful Features 6 Nozzle Clients Love

Will Your Keywords Trigger Important SERP Features?

Google SERP Features: Insights From 2.4 Million Searches

SERP Features Every SEO Should Work on Obtaining