Auditing SERP features: brand search vs keyword search

Auditing SERP features: brand search vs keyword search

Today's lesson: to see which SERP features (the special boxes beyond blue links) you can win, you run two very different searches.

Picture checking your own reflection versus scouting the whole neighborhood.

1. Searching your brand name is the reflection: it shows your knowledge panel, sitelinks, and search box — the features tied to you.
2. Searching your topic keywords is the neighborhood: it reveals image packs, video carousels, snippets, and PAA you could compete for.
3. Do the brand search to fix what you own; do the keyword search to find what you can earn.

The tradeoff: brand audits are quick wins you control; keyword audits show bigger opportunities but mean outranking others first.

Try this: list every feature you see for your brand name, then for your top keyword. The gap is your to-do list. 🎓