How to Uncover SERP Feature Opportunities Using Semrush

Looking to boost organic traffic without developing new content? SERP features hold the key.

These enhanced search results—such as featured snippets , AI Overviews, and “people also ask” sections—grab user attention and often generate higher click-through rates than standard listings.

Here’s the exciting part: you can pinpoint SERP feature opportunities for keywords you already rank for in just a few steps.

Why is this important?

Because targeting SERP features for keywords where your site already has some authority is far easier than starting from zero.

Here’s how to uncover these opportunities:

Access the Semrush Organic Research tool.

Input your domain and navigate to the Overview report.

Scroll down to the SERP Features section.

Focus on features listed under “Not linking to domain.”

These are your prime opportunities—keywords where you appear in standard results but haven’t yet secured the SERP feature.

Want more details? Click on any SERP feature to access a comprehensive Positions report showcasing all the keywords triggering that feature.

Since you already rank for these terms, you’re halfway toward claiming that valuable SERP real estate.

For instance, reports reveal over 520,000 keywords where chewy.com ranks in the results but isn’t featured in the AI Overview.

That’s 520,000 chances for the site to gain extra visibility.

This guide will walk you through a process to:

• Discover SERP feature opportunities using Organic Research and the Keyword Magic Tool.
• Analyze the appearance of the SERP feature and identify who currently holds the visibility.
• Save your target keyword opportunities in the Keyword Strategy Builder.
• Monitor your progress with position tracking.

Pinpoint SERP Features You Can Compete For

You don’t always need to chase new keywords to win SERP features . Often, your site may already rank for keywords that trigger SERP features.

To locate these keywords, head to Organic Research and enter your domain.

Click the “Positions” tab and scroll to the “Organic Search Positions” table to view the keywords your site ranks for.

In the filters area, apply the SERP features filter to find keywords where SERP features exist but your domain isn’t included.

Select the “Domain doesn’t rank” option and choose a SERP feature to investigate.

Pick the type of feature you want to analyze—like Featured Snippets , People Also Ask boxes, or AI Overviews.

The resulting list highlights keywords where your site appears in the results but not in the specific SERP feature you filtered for.

These keywords represent potential targets. However, not all opportunities are created equal, so the next step is to prioritize them.

Prioritize Your Most Promising Opportunities

To prioritize your keyword targets, focus on terms already driving traffic or ranking in the top 10. These typically offer the easiest wins and quickest returns.

To identify quick wins:

• Select the “Positions” filter and choose “Top 10.”
• In the “Organic Search Positions” table, sort by traffic or position.

These are the keywords where you’re already close to the top result, giving you a strong chance at capturing the SERP feature with targeted content updates.

To examine the page that currently owns the feature, click the magnifying glass icon under the SF column to view the actual results page.

This allows you to:

• Identify who currently owns the feature.
• Observe the content format they’re using (list, paragraph, table, etc.).

For example, the featured snippet is owned by petmd.com, and the query is answered directly in a paragraph format.

If chewy.com wanted to compete for this feature, they’d need to provide a more compelling answer on their site.

Create Your SERP Feature Opportunity List

As you identify keywords worth targeting, save them to the Keyword Strategy Builder for easy reference.

You can add keywords to a list by checking the boxes next to them and clicking the “+ Add to Keyword Strategy Builder” button above the table.

Select “Create a new empty list.”

Name it something like “SERP Feature Opps,” or organize separate lists by feature type (e.g., “People Also Ask Targets” or “AI Overview Candidates”).

Repeat this process as you uncover additional opportunities using other Semrush tools, such as the Keyword Magic Tool.

To make your list even more actionable, include features your site previously ranked for but no longer does. These are keywords where you once held a SERP feature , like a Featured Snippet , but lost it.

You can use historical data to identify these opportunities.

Find SERP Features You Used to Rank For But Don’t Anymore

To see when your site previously appeared in SERP features , navigate to the Position Changes report in the Organic Research tool.

Scroll down to the “All Position Changes” table and use the date selector to choose a custom time period, such as data from the last year.

Apply the “Changes on SERP” filter to view which features your site has gained or lost during that time.

Sort the table by the “Diff.” column to identify the most significant changes. Add these keywords to your list to prioritize what to fix or reclaim. You can send them to the Keyword Strategy Builder by clicking “+ Add to keyword list.”

Once you’ve reviewed your site’s performance and built a solid list of terms, the next step is to analyze which SERP features your competitors are already winning—and how you can compete.

Find SERP Features Your Competitors Rank For

To discover the SERP features your competitors are already ranking for, use Organic Research the same way you would for your own site.

Go to Organic Research and enter your competitor’s domain. To see the SERP features they rank for, select the “SERP features” preset filter.

This filter will display all the keywords where this particular competitor is ranking for a SERP feature .

Scroll down to the “Organic Search Positions” table.

The “Position” column indicates which feature your competitor is ranking for.

When reviewing your competitor’s keywords for opportunities, start by identifying keywords with high traffic volume and low Keyword Difficulty (KD%).

These are strong candidates to pursue, especially if the feature is currently held by weak or outdated content.

Pro Tip:
Remember to track the keywords you’d like to target by checking the box next to the keyword and sending them to the Keyword Strategy Builder.

To view the actual search results page for a keyword, click the magnifying glass icon.

This opens the SERP snapshot, where you can see the actual SERP feature they’re found in.

For example, if the feature is an AI Overview, you might see a paragraph-style answer pulled from their page.

Assess the competitor’s content format (like a paragraph, list, or table) and look for content gaps (such as missing details, outdated information, or areas where you can add more value).

Once you’ve reviewed your current keyword opportunities and analyzed what’s working for competitors, the next step is to find new keywords you’re not ranking for yet but that trigger SERP features.

Explore More Untapped Opportunities with Keyword Research

What about keywords you don’t currently rank for? Or if your site is brand new?

You can uncover these “untapped” opportunities using the Keyword Magic Tool . Simply enter a broad keyword relevant to your topic.

Click on the “SERP Features” filter under “Advanced filters.”

Choose specific features you want to investigate, such as Featured Snippets , AI Overviews, and Reviews.

Click on the number under the “SF” column to view the SERP features for which the keyword ranks.

You can add any keywords of interest to your lists in the Keyword Strategy Builder (KSB) by selecting “Send keywords” and “Keyword Strategy Builder.”

After compiling your keyword list in Semrush , evaluate which ones offer the best opportunities in the “Table” view of the Keyword Strategy Builder .

Click the “SERP features” drop-down and select the features you want to review.

This provides a list of keywords triggering the selected features. To see all the SERP Features triggered for each keyword, click the number in the SF column.

Add your new opportunities to KSB and plan your content strategy to optimize for specific SERP features.

Optimizing Your Content for Top SERP Features

Now that you’ve identified your SERP feature opportunities, the next step is to capture them.

Featured Snippets

• Format your content to match existing snippets (paragraph, list, or table).
• Use the exact question as an H2 heading.
• Place a clear, concise answer (40-60 words) directly below the heading.
• Use proper HTML formatting for lists and tables.

People Also Ask (PAA)

• Research common questions related to your target keywords.
• Add these questions as subheadings on relevant pages.
• Follow each question with a direct, brief answer.
• Use simple language and avoid jargon.

AI Overviews

• Create factual, well-structured content with clear headings.
• Include relevant statistics and definitions.
• Organize information in a logical flow.
• Cover topics thoroughly but concisely.

Structured Data (for all SERP features)

• Implement schema markup relevant to your content type.
• Focus on FAQ, HowTo, or Product schema for maximum impact.
• Test your implementation with Google’s Rich Results Testing Tool.
• Monitor performance in Semrush’s Site Audit “Markup” report.

For more detailed instructions and tips, refer to our complete guide to SERP features.

Remember: optimizing for SERP features isn’t just about driving more traffic—it’s about providing the best possible answer to searchers’ questions.

Ready to see if your optimizations are working?

Use Semrush’s Position Tracking tool to monitor your SERP feature presence over time.

Apply the “SERP Features” filter in the Overview report to identify which features you’ve captured, lost, or need to reclaim.

Regular tracking ensures fewer surprises and more opportunities to secure your place at the top of the search results.

To create a report of your SERP feature gains, take a screenshot of this table, export your data, or generate a PDF using the controls at the top of the screen.

Keep Your SERP Feature Strategy Up to Date

SERP features aren’t just a bonus—they’re one of the fastest ways to boost your visibility without needing to outrank everyone else.

With Semrush , you can manage the entire workflow: spot opportunities, make smart updates, and track the results as they roll in.

Here’s a quick recap to keep your strategy sharp:

• Find easy wins using Organic Research to uncover keywords you rank for but haven’t claimed the feature yet.
• Analyze competitors to see which features they’ve secured (and how they’re doing it).
• Expand your reach by discovering new feature-triggering keywords in the Keyword Magic Tool.
• Make your content feature-ready with a clear structure and structured data.
• Monitor everything with Position Tracking so you can catch gains, losses, and new chances as they happen.

Keep refining. Keep tracking. The more features you earn, the more space you own in the search results.