NEW: Ranking beyond 10 blue links with SERP feature tracking in Moz Pro

Feb 20, 2017

Try it now in the [Rankings] tab of any campaign (see the screenshot below) or read the following to check out the new features. New to Moz Pro? Take a free 30-day trial!Step 1: AwarenessAt MozCon 2013, I gave a lecture called Beyond 10 Blue Links, documenting the diversity of Google's features regarding organic results. Many of us at Moz felt strongly that the world of SERP features could have a profound impact on search marketing specialists, and we began to catalog Google changes and collect data to find out how many SERPs were evolving.Early in 2014, we built a prototype to better understand how we could help customers track SERP functionality, but we found that most of our customers did not know them. None of us knew, at the time, exactly what the impact of the SERP features was or how we should adjust our tactics. The idea of perhaps following dozens of types of results was discouraging, especially in an industry where most of us were already wearing too many hats.So we foll owed the data, and we learned with the industry. We have also, I hope, contributed to this education. We built the infrastructure we knew we needed to take the road (a lot of credit to our Silo team), even though we did not know when the turn of this road would come. Eventually - and largely thanks to the growth of Snippets featured - we knew our customers were ready.Step 2: AcceptanceIn August, 86% of SERPs in our 10,000 keyword set had some sort of inorganic functionality (Knowledge Panel, Snippet featured, Rich Snippets, Local Pack, etc.). If you count ads and purchasing results, this number goes up to 97% - the days of 10 blue links have long since disappeared.We recently did an analysis of over 400,000 search results interactions (thanks to Russ Jones) and found that SERPs with rich features send 28% fewer clicks to traditional organic results. At the same time, many of these features, including featured snippets, create new opportunities for non-traditional clicks. Either way, the impact on your SEO is very real, and it is essential to understand what you are against.The challenge in tracking SERP features, such as SEO, is that what matters to you can vary enormously with your niche. I've seen a single radical impact feature on traffic for some sites, while this same feature may have little or no impact on others. Once you have accepted the reality of SERP features, you need to understand how the landscape looks for your own industries and sites:One of the first things you'll see on the new SERP Features page is the overview. This graph shows the presence of features in your campaign, as well as the proportion of features you have listed (if any). At launch, we support the 16 most successful desktop SERP functions. Click the drop-down menu above the graph, and you can extract a Trend Analysis for any function. Good news: we already have a 60-day history available at launch:It's time to accept that the SERP features really exist, and delve into the detail s. By scrolling down, you will see a complete list of your campaign keywords as well as your current ranking, as well as the keyword characteristics displayed the last time we checked them:The keyword list shows all keywords in your campaign, their ranking, and a list of icons indicating which features appear on these campaigns. The blue icons indicate that your site appears in functionality, red icons indicate that your competitor is present, and orange icons mean that you are both

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Source: NEW: Ranking beyond 10 blue links with SERP feature tracking in Moz Pro