Independent iGaming SEO measurement research

Market protocols: 4

Guides: 9

Sources checked: October 26, 2026

Demo data is synthetic. No live tracking service.

ContactBrowse Research

Measurement guide · SERP intelligence

Tracking SERP Features on Gambling Queries

SERP features change how many clicks reach organic links, so a casino keyword report needs a feature record next to every position. Track a fixed list of features using Google's own names, record whether you appear in each, and keep up with deprecations: FAQ rich results stopped appearing on May 7, 2026.

  • By Sohar Justin
  • Published
  • Updated
  • Sources checked October 26, 2026
  • Reading time 4 min

Choose a fixed feature list

Google's Visual Elements gallery describes visual elements as "the building blocks of the Google Search results page that a user can perceive or interact with". Use its names so your data lines up with the documentation. A practical list for gambling queries:

Features to record per keyword, market and device
FeatureRecordWhy it matters for casino queries
AI OverviewPresent; your site cited (yes/no)Takes the top of the page on many informational queries
People also askPresent; your site in an answerCommon on rules, safety and "how does" queries
Video resultsPresent; your video shownFrequent on game-rules and strategy queries
Top storiesPresent; your article shownAppears around sports events and regulatory news
SitelinksPresent on your resultMostly on brand queries; Google says sitelinks "are automated"
Image resultsPresentPushes organic links down on some slot-game queries

How Google counts features in Search Console

  • "A carousel occupies a single position in search results, and all items in the carousel are assigned that same position." A carousel item "must be scrolled into view" to earn an impression.
  • "An AI Overview occupies a single position in search results", and clicking an external link inside it "counts as a click".
  • Google says AI features are reported "in the Performance report, within the 'Web' search type". AI Mode data has counted toward Performance totals since June 16, 2025.
  • The generative AI performance report shows "how your site performs in generative AI features on Google Search"; Google says it reached "all websites worldwide" as of August 31, 2026.

Deprecated and changed features

Selected changes from Google's documentation updates log, checked October 26, 2026
DateChange
August to September 2023HowTo rich results removed; FAQ results limited to "well-known, authoritative government and health websites"
November 29, 2024Sitelinks search box documentation removed
January 22, 2025Breadcrumbs continue on desktop results only
May 7, 2026FAQ rich results no longer appear in Google Search

Remove deprecated features from your tracking list, and mark the date in historical charts so a feature "disappearing" is not read as a loss.

Quality-check the feature data

  1. Spot-check by hand. Each month, compare a sample of keywords against your provider's feature flags, with screenshots.
  2. Check consistency by device. Features differ between mobile and desktop; never merge them.
  3. Watch for layout tests. Google tests layouts constantly. A feature seen once is an observation, not a trend.
  4. Record provider changes. If your data provider changes how it detects a feature, start a new series.

Worked example (synthetic)

Synthetic example: feature presence across a 40-keyword UK mobile set. Not observed data.
FeatureKeywords with featureYour site included
AI Overview185
People also ask317
Video results120

The useful reading: video appears on 12 keywords and the site has no video presence, which is an opportunity to test, not a guaranteed traffic gain.

Questions

Can casino sites still get FAQ rich results?

No. Google stopped showing FAQ rich results in Search on May 7, 2026. Before that they were limited to well-known government and health sites from 2023. FAQ content can still help readers and answer engines.

Does appearing in an AI Overview count as a click?

Only if someone clicks your link. Google counts an AI Overview as one position, and a click on an external link in it counts as a click.

Which features matter most for gambling queries?

It depends on intent. AI Overviews and People also ask dominate informational queries; sitelinks and app results matter on brand queries; top stories matter around sporting events.

Sources

  1. Google: Learn about what sitelinks are updated December 10, 2025
  2. Google Search Central Blog: Changes to HowTo and FAQ rich results August 2023
  3. Google: Visual Elements gallery of Google Search updated February 4, 2026
  4. Google Search Central: Latest documentation updates checked October 26, 2026
  5. Search Console Help: Data anomalies in Search Console (FAQ rich results) entries through 2026
  6. Search Console Help: What are impressions, position, and clicks? no date shown
  7. Google: AI features and your website updated December 10, 2025
  8. Search Console Help: Generative AI performance report (Search) no date shown
  9. Google: Breadcrumb (BreadcrumbList) structured data updated September 8, 2026

Spotted an error? Tell us with a link to the source. Corrections are logged on the page they affect (corrections policy).

Related research

Questions about a method, or a correction to report?

Write to the editors at hello@spinserp.online. We read every message and log corrections on the page they affect.

Contact the editors