How do search results page features affect keyword selection?

Search results page features mean that evaluating keywords involves more than asking “Can we rank?” You also need to ask “Will people click if we rank, and can we gain additional visibility?” Featured snippets, videos, maps, and “People also ask” may offer opportunities to stand out, but they may also give users answers without a site visit. When choosing keywords, consider not just search volume and ranking difficulty, but also search intent, traffic potential, and the content formats your website can offer.

Rankings can stay the same while click opportunities change

In a 2023 analysis, Semrush gave an example in which a website keeps its third-place organic search ranking, yet a new instant answer at the top of the results page may still affect a tool’s traffic estimate. This shows that organic rankings and opportunities to attract traffic are not the same thing. However, estimated traffic is not the same as the visits a website actually receives.

When comparing candidate keywords, check whether the results page already provides answers directly. Do not treat search volume as the number of clicks you can attract. For small websites seeking initial traffic, the source suggests giving lower priority to keywords whose results include direct-answer features such as featured snippets, since some users may read the answer and leave. This strategy applies in specific circumstances; it is not a recommendation that all websites avoid these terms.

Search results features may also offer visibility worth pursuing

These features can also offer visibility beyond standard text links. When choosing keywords, consider whether your content could appear in these sections rather than automatically treating such features as a disadvantage.

• “People also ask”: Review questions related to the topic and assess whether you can provide direct, complete answers.
• Featured snippets: Check whether your content can present answers clearly in paragraphs, lists, or similar formats. Adjusting the format may improve your chances, but it does not guarantee selection.
• Videos or maps: Look at the content formats and local needs reflected in the results page, then assess whether they align with your business and content direction.

For example, the cited source showed a question about website-building costs within a website-building topic. This could help guide content planning, but it does not mean that searching for the same topic today will necessarily bring up the same question.

At Procrustes, we turn the questions our clients genuinely care about into articles, with ongoing content planning, writing, and updates.

When comparing similar keywords, first decide whether the goal is clicks or visibility

Avoiding keywords with direct answers and seeking visibility in search results features may seem contradictory, but they serve different goals. If near-term website traffic is the priority, consider whether users still have a reason to click. If visibility is the priority, assess the exposure these sections may offer. Visibility may lead to branded searches and traffic later, but it should not be treated as an immediate return.

When screening keywords, first confirm that they align with your business and search intent, then compare search volume, difficulty, traffic potential, and results page features. For very similar terms, focus first on those that offer a better chance for your content to stand out, rather than simply choosing the term with the most features. Recheck the results page after making your selection. The source notes that a featured snippet may be replaced by a video, so the visibility opportunities you identified can change.