Posted by TheMozTeam
From carousel snippets to related searches to “People also ask” boxes and “People also search for” boxes, the Google SERP is jam-packed with features that not only aid in keyword list creation but can help you better understand the topics your unique search landscape is structured around.
In fact, the increase of topics and entities as a way of navigating and indexing the web was one of the biggest developments in search in 2018. This is why we took 40,977 SERPS and stripped out every term or phrase from the aforementioned features — a small, first step toward making sense of Google’s organizational skills.
We wanted to see how much overlap might exist across these different SERP features. Does Google give us a lot of new keywords to work with or just suggest the same stuff over and over again? Do we need to pay attention to each SERP feature when building out our SEO strategy or can we overlook a few? We dug into a bunch of data in STAT to find out.
A little bit on topics and entities and SERP features
In September 2018, Google announced a new layer to its knowledge graph:
“The Topic Layer is built by analyzing all the content that exists on the web for a given topic and develops hundreds and thousands of subtopics. For these subtopics, we can identify the most relevant articles and videos—the ones that have shown themselves to be evergreen and continually useful, as well as fresh content on the top… Read More