There are three SERP features that significantly influence a website’s organic visibility and traffic: the local and the news packs, along with the featured snippet.
Their Visibility works in the same way as the Visibility Score: they show your impression share on the tracked SERP feature, out of the total impressions generated by the keyword list showing the feature. The impression share is calculated as the search volume of the keywords for which your website is featured in the Local Pack, divided by the total search volume of all the keywords for which the Local Pack is shown in the SERP.
In the SEO Campaign dashboard, the Visibility for the SERP feature that's most relevant for the website is displayed right next to the overall desktop & mobile Visibility Scores. It is also represented as a dotted chart, along with the traffic metric.
Tracking all of the SERP features over time
The changes in any SERP features are tracked daily on mobile and desktop. They can be seen in:
- and on the Ranking chart in the Keyword page:
Our goal regarding the SERP features has never been to just have them listed for each tracked keyword. We’re here on a mission to transform all of the available data into relevant and meaningful insights.