Google’s Interesting Finds SERP Feature

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Last night I was, as usual, doing a round of searches to see what might pop up. My ears perked up a bit when I saw this SERP feature that I have not noticed before that was titled “Interesting Finds”.

Google's Interesting Finds - Screen Capture

Doing some like searches, I only saw this SERP feature show up a couple of other times. One strange takeaway is that they were displayed on local intent results but the links to pages that were in the Interesting Finds section linked out to websites far outside of the centroid. In many instances, the links sent users to websites in other states.

Googles Interesting Finds SERP Featrue

Other “Interesting Finds” showed up in carousels instead of a table layout. The inconsistency in which these are displayed along with the differing layout points to Google testing this SERP feature out. The page types contained within the Interesting Finds include AMP, standard pages, and videos. Overwhelmingly, the links are questions relating to the search. These appear to be a hybrid display of the PAAs and related searched but in accompanied by images. For now, I’ve only seen these show up on mobile search results.

What to take away from the Interesting Finds

As these roll out and become more common there will be much more correlative data to look reference. Until then, it’s important to note this new SERP feature for the future. With the rise of PAAs, Features Snippets, related searches, and now the Interesting Finds, it is yet another reminder of the importance of quality content that best answers and helps the user.

As more information is gathered over the next few days, I’ll be updating this page.

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