How to analyze competitor SERP features on Semrush

intermediate 8 min read Updated 2026-03-30

Quick Answer

Analyze competitor SERP features on Semrush by navigating to Organic Research, entering the competitor's domain, and examining the SERP Features tab to identify featured snippets, local packs, and other rich results they're capturing. Use Position Tracking to monitor ongoing SERP feature performance.

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Prerequisites

Active Semrush subscription
Competitor domain or URL identified
Basic understanding of SERP features
Familiarity with Semrush interface

Step-by-Step Instructions

Access Organic Research Tool

Log into your Semrush account and navigate to SEO > Organic Research from the main dashboard. Enter your competitor's domain (e.g., example.com) in the search bar and click Search. Select the appropriate country database to ensure accurate regional SERP data.

Use the exact domain format without http:// or www unless specifically needed for accurate competitor analysis.

Navigate to SERP Features Overview

Once the organic research results load, click on the SERP Features tab in the horizontal menu. This section displays all SERP features your competitor appears in, including featured snippets, local packs, images, videos, and knowledge panels. Review the SERP Features Distribution chart to see the percentage breakdown of different feature types.

Pay attention to the trend arrows next to each SERP feature to identify growing or declining opportunities.

Analyze Featured Snippets Performance

Scroll to the Featured Snippets section and click View All to see complete data. Examine the keywords triggering featured snippets, their search volumes, and ranking positions. Note the Snippet Type (paragraph, list, table) and URL capturing each snippet. Export this data by clicking Export for further analysis.

Focus on featured snippets with high search volume where your competitor ranks in positions 1-5, as these represent immediate opportunities.

Examine Local Pack Presence

Navigate to the Local Pack section to identify location-based SERP features. Review keywords where your competitor appears in local results, their estimated traffic, and geographic targeting. Click on individual keywords to see the full local pack results and competitor positioning within the map pack.

Local pack analysis is crucial for businesses with physical locations or geo-targeted services.

Review Image and Video Features

Check the Images and Videos sections to see multimedia SERP feature captures. Analyze which keywords trigger image carousels or video results for your competitor. Click View SERP next to specific keywords to see the actual search results page and understand content format requirements.

Image and video features often indicate content gaps you can fill with optimized multimedia content.

Compare SERP Features Over Time

Use the date range selector at the top right to compare SERP feature performance across different time periods. Set it to Last 12 months and observe trends in feature capture. Look for seasonal patterns or significant changes that might indicate algorithm updates or competitor strategy shifts.

Historical data helps identify whether SERP feature wins are consistent or temporary fluctuations.

Set Up Position Tracking for Monitoring

Navigate to Position Tracking > Campaign Setup and create a new campaign targeting your competitor's top SERP feature keywords. Add keywords from the SERP Features analysis and enable SERP Features tracking. Configure daily or weekly tracking to monitor changes in feature captures and rankings.

Include both your domain and competitor domains in the same tracking campaign for direct comparison.

Export and Document Findings

Return to the SERP Features tab and click Export to download comprehensive data. Create a spreadsheet organizing findings by feature type, keyword difficulty, search volume, and opportunity priority. Use the Keyword Gap tool to identify SERP feature keywords your competitors rank for that you don't target.

Regular monthly exports help track competitor SERP feature strategy evolution and inform your content planning.

Common Issues & Troubleshooting

SERP Features tab shows no data

Ensure you're using the correct domain format and check that the competitor has sufficient organic visibility. Try switching to a different country database or use a broader date range in the filters.

Limited featured snippet data visible

Upgrade your Semrush subscription plan to access full SERP features data. Free and basic plans have limited access to comprehensive SERP feature analysis tools.

Export function not working

Check your browser's popup blocker settings and ensure JavaScript is enabled. Try using a different browser or clearing your cache. Verify you haven't exceeded your daily export limits.

SERP feature results seem outdated

SERP features update frequency varies by keyword volume. Use the Refresh button next to high-priority keywords or check the last update timestamp in the data table for current information accuracy.

Prices mentioned in this guide are pulled from current plan data and may change. Always verify on the official Semrush website before purchasing.

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