You might have noticed that search results are getting increasingly diverse and complex. There are knowledge panels, images, videos, featured snippets, rich snippets and over 200 other SERP features. All of these features exist to satisfy very specific search intents, like people looking for business information, products, recipes, short answers to complex questions, and so forth.

One way Google is able to pull this very specific information from our websites is by relying on Schema markup, aka structured data. It’s a collection of HTML tags used to highlight pieces of content on our pages. For example, if it’s a recipe, we can use structured data to highlight each ingredient, cooking time, calorie count, the number of portions, and so forth. And then Google can use this information to create a rich snippet.

There are certain types of queries for which you have no chance of ranking if you don’t have structured data on your pages — there is just no room in SERP for non-rich snippets. For other queries, having structured data is not critical, but may give you an advantage over your competitors. Please consult our guide on structured data and see if there are any types of markup that might be applicable to your content.

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Watch out for SERP shifts:SERPs are fluid. You might have cracked it with exactly the right type of content, but the entire thing might change a day from now. New SERP features are introduced constantly, users flock to other types of content, and your competitors are always out to grab your positions.

The fluidity of SERP is not necessarily a problem, I’d say it’s more of an opportunity. Watch your positions in Rank Tracker and, if you see a sudden drop in rankings, investigate the SERP.

Look for a change in the way Google satisfies search intent with SERP composition or in the way your competitors satisfy search intent within their content. It’s usually not a problem to regain your ranking if you realign your content quickly.

SERP has been changing rapidly these past few months and now you can see search results that have EVERYTHING in them: videos, images, blue links, featured snippets, stories, products, and so forth:

It seems like Google is experimenting with new ways to satisfy intent. A little while ago, Google would identify intent and try to satisfy it with ten versions of the same type of content. For example, if I wanted a guide on choosing a gravel bike, Google would give me ten guide articles to choose from, and maybe one video or one featured snippet. So it was easy to crack the intent of these SERPs and create matching content.

Today, it looks like Google is trying to fit the entire sales funnel within a single SERP. In the screenshot above, I’m looking for a camera review and I get more than one video, a couple of articles, an image gallery, a number of product listings, and a bunch of other SERP features.