The Popular Products feature has also seen significant growth

[Ashik Sarkar9]

The rise of popular products: From 2.7% to 11.9%
The Popular Products feature has also seen significant growth, rising from 2.7% to 11.9% of tracked keywords over the past few years. This feature displays trending products from multiple retailers, allowing users to browse directly from the SERP without needing to click through to multiple sites.

The rise of popular products is another indicator of the growing importance of e-commerce and product discovery in search behavior. oman telegram The evolution of SERP features: Key changes and how to adapt For businesses, this presents an opportunity to optimize their product data sources and leverage platforms like Google Merchant Center to ensure their products appear in this highly visible feature of the SERPs.

Related Searches: A massive jump from 14% to 91.8
Perhaps the most astonishing increase has been in the Related Searches feature , which has gone from appearing in 14% of tracked keywords in 2021 to an overwhelming 91.8% in 2023. This feature offers users suggestions for additional queries related to their original search, helping them refine or expand their search.

The exponential growth of related searches highlights the evolving nature of search behavior, as users increasingly seek context or alternative search paths to find the information or products they need. This feature is especially useful for guiding users through their search experience, allowing them to discover new products or information they may not have originally considered.

Pixel depth: Position 1 moves down the SERP
One hidden feature of the SERPs that AccuRanker has been tracking for years is the pixel depth of SERP listings. In our rankings database used for this study, we also look at the average pixel depth for position 1 organic search listings, and they are slowly moving down the SERP over time as more and more additional features are added on desktop.

Across all countries, desktop position 1 has shifted down nearly 100 pixels, from 285px to 380px from 2021 to 2023.


avg.-position-for-rank-1-on-desktop.png
Fortunately, mobile devices are not privy to the same trend, probably because many modern SERP features are less intuitive for mobile users, resulting in a decrease in pixel depth over time (from 389px to 371px). But it should be noted that pixel depth was much higher than on desktop even in 2021.

What these trends mean for businesses
The explosion of SERP features since 2021 signals a fundamental shift in how Google and other search engines prioritize content for users. Features like PPC ads, shopping listings, and image packs have become increasingly dominant, reshaping the competitive landscape for businesses that rely on search traffic.

For businesses looking to maintain or improve their search visibility, these trends offer valuable insights into where to focus their efforts. For example:

Paid search (PPC) strategies should become a priority, especially during peak competition seasons. Direct more budget to sale/deal pages than non-sale pages during this period so your business can compete with others on sale items.
Ecommerce optimization is crucial as shopping lists and popular products become more prevalent. Make sure all your (most popular) product pages satisfy the quality score for paid ads, as well as mark up all key product schemas regarding price, availability, sale price, reviews, images, etc. so that this information is included in the shopping carousel or mall listings and encourages users to click through.
Visual content such as product images and photos should be carefully optimized to take advantage of the growing importance of image packs. As above, in addition to standard alt tags and size optimizations, the necessary schemas should also be included.
Related searches have seen a sharp increase during this peak consumption period, so optimizing (and tracking) for mid-long tail keywords is increasingly important, as research suggests that as users get closer to translating a product, their search queries become increasingly refined. Think black jeans for men (informational) versus black Levis 501 jeans size 34 (transactional).
Businesses should continue to encourage customer reviews , which remain important for building trust and driving conversions. Optimizing sitelinks and keeping an eye on related searches can further improve visibility and engagement.
Conclusion
The SERP landscape is changing rapidly, and businesses must adapt to the evolution of features that capture users’ attention. AccuRanker data shows that over the past four years, features such as PPC ads, shopping listings, image packs, and related searches have significantly increased in prevalence, while traditional features such as FAQs have declined significantly.

To stay ahead in search, businesses must diversify their SEO strategies, focusing on both paid and organic opportunities, and ensure they are optimizing the SERP features most relevant to their audience. With these insights, businesses can navigate the complex and competitive world of search and continue to thrive in an ever-evolving digital marketplace.