SEO today isn’t just about keywords, backlinks, and technical stuff.
It’s important to know more about the search engine, how it displays content in the SERP, and why it likes some websites more than others.
In this article, we’ll talk about how you should think about SERPs and how to use them to your advantage by doing SERP analysis.
What is an analysis of SERPs?
SERP analysis is the process of looking at the top-ranking web pages on the SERP (Search Engine Results Page) to figure out if the keyword you want to avoid Duplicate Content, rank for is relevant and how hard it would be to beat your competitors.
Why is it important to look at SERPs?
Check keyword relevancy
SERP analysis gives you more information about the keyword and how it fits into your business or niche.
It’s easy for a keyword that seems very important to you to end up being the wrong choice because it doesn’t make sense or because the searcher’s intent doesn’t match the content you want to provide.
Decide how hard things are.
SERP analysis will also tell you how hard it would be to rank at the top of the SERP, in addition to how relevant the keyword is.
When you find a relevant SERP that you want to rank for, you need to figure out how strong your competitors are based on a number of factors and metrics.
You can get this information about a SERP by using SEO tools like KWFinder and SERPChecker. These tools will help you get information like:
- Page authority and Domain authority
- Flows of citations and trust
- Number of links to other websites
- Link Profile Strength
These metrics can give you a rough idea of the “strength” of your competitors and how likely it is that your content will rank higher than theirs.
Identify ranking possibilities
In addition to keyword relevancy and difficulty, SERP analysis may help you discover faster strategies to reach the top of search results.
Depending on the SERP, there are a variety of chances for optimizing your content (e.g. People Also Ask boxes, featured snippets, etc).
How to do a SERP analysis?
Before beginning the SERP analysis, you must do keyword research and compile a list of pertinent terms for your area.
You may begin your keyword research using programmers like KWFinder; simply enter a few seed phrases and begin researching related keywords, long-tail keywords, and ideas that are popular and relevant to your business.
You can instantly analyze the actual search volume and keyword difficulty to determine the importance of each keyword and have a better grasp of the topics people are seeking.
Determine the objective of the search
Once you have collected all keywords that may be related to your website, you must study their SERPs to determine whether or not they are relevant to your site.
The search intent behind the keyword can be used to assess its relevance.
Some of the keywords may appear to be thematically relevant, but they are not relevant in terms of the user’s purpose while using Google Search.
- The search intent may be classified into four fundamental classes:
- The user is searching for a certain website or brand.
- Informational purpose — the user is seeking information on a certain topic.
- Transactional intent means that the user wants to buy something.
- Commercial purpose – the user wishes to investigate a product before purchasing it.
The quick study of the SERP will assist you in determining whether or not a certain query is relevant to you by revealing the keyword’s purpose.
For instance, suppose you operate a tiny website devoted to pizza recipes and you want to create an informative blog article on your favorite pizza dish that readers should try at home.
You discovered the term “best pizza” during your keyword research; it has a decent search traffic, so it may be worthwhile to optimize your new blog article for it (imagine the headline “The finest pizza in the world that you must taste!”).
But if we look at the SERP with SERPChecker, we can see right away that this keyword has a problem: the search intent doesn’t match the informational purpose of your blog post.
Even though the keyword is related to your niche (it’s about pizza, right? ), it doesn’t show informational search results in the SERP. Instead, it shows local pizza restaurants that the user can visit or order from.
Our blog post would never rank for this keyword because it doesn’t match the commercial intent of the search.
In this case, you shouldn’t try to optimize your page for this keyword. Instead, you should try to optimize it for a different keyword that is more informational.
Pro tip: You should also pay attention to the type of content that ranks at the top of the SERP, in addition to the keyword’s search intent.
Even if you find keywords that match what people are looking for on your pages, the content that is shown might not be the same as what you give.
For example, the query “how to dye your own hair” is meant to provide information, but the SERP shows different types of content: YouTube videos at the top and step-by-step guides below them.
If you want to be at the top of the SERP, you could make an informative video about hair colouring, or you could make an informative blog post that would rank below.
Look at your competitors.
The next step of the SERP analysis is to figure out how hard it would be to beat the websites that are already at the top of the SERP.
To do competitive analysis, you need to use tools like SERPChecker to get the most accurate and detailed information about the pages that are ranking well.
With SERPChecker, you can look at your competitors and learn useful things like Keyword Difficulty.
- Authority of a domain, authority of a page
- Flow of citations, flow of trust
- number of links to other sites
- Link About Me How strong each ranking page is
- The average click-through rate (CTR) of every competitor in the SERP
You can compare these SEO metrics with the ones for your own website to get a better idea of how hard it is to get to the top of the SERP.
Let’s look at the query “pizza recipe” and think back to our example with the website about pizza recipes.
When we look at this keyword in KWFinder, it’s clear that it’s a very important one for our blog site. It gets a lot of searches every month and is very relevant to our niche.
But if we look at it more closely in SERPChecker, we can see that this keyword has a big problem: it has a very high Keyword Difficulty, and the top 10 websites for this keyword have a very strong link profile and a high score in other metrics.
If we wanted to rank for this keyword, we would need a huge SEO plan, a lot of external links that support our content, and a high-authority website that could beat the other websites that were ranking.
With a small blog like ours, it would be either impossible or very hard to optimize our content for this SERP.
Instead, we can look at keywords that aren’t too far out of our reach. For example, let’s look at the SERP for the keyword “pizza recipe without oven.”
The keyword gets a good number of searches and isn’t too hard to rank for.
If we look at the SERP, we can see that it would be much easier to optimize our content for it. Some of the websites that are competing with us have very low DA/PA and CF/TF metrics, as well as low Link Profile Strength.
Some of the websites don’t even have this keyword in their Title Tags or URLs!
In this case, we can try to make better content and optimize it properly so that we have a much better chance of ranking high in this SERP.
Look at the chances in the SERP
SERP analysis can also help you find hidden opportunities that can get you to the top of the SERP and ahead of your competitors much faster.
In addition to the organic search results, SERP may also show paid ads and other SERP features, which you can check out and use to your advantage during your SERP analysis.
SERP features like featured snippets, People Also Ask boxes, and “Related searches” at the bottom of the SERP can give you a lot of useful information about what people search for. You can use this information to optimize your site and move up the SERP faster.
You can make your content work better for these SERP features so that your page could be one of these features at the top of the SERP.
Pro tip: During the SERP analysis, you should also pay attention to whether or not Google shows rich snippets for the search query and optimize your Page SEO for them if it does.
By adding structured data (schema.org) to your pages, you can make them more visible and make it more likely that your content will rank higher.
For example, if we look at the long-tail keyword “pizza recipe premade dough,” we can see that some of the top-ranking pages have optimized their content for rich snippets, but some of them don’t.
Use the data to improve the process.
You may leverage what you learn about the SERP and your rivals to your advantage and create content that ranks higher for the specific query once you’ve examined the SERP and collected that data.
The information gathered from a search engine results page (SERP) study may be used into your SEO campaign in a number of different ways:
Pay attention just to search engine results pages for which you can really compete.
- Use your rivals’ backlinks as models for your own
- Rank-Element-Features-Content Optimization
- Adopt an organized approach to data (if possible)
- Learn from your rivals’ mistakes and improve your own material.
- Modify the URL, title, and meta description.
Use Related Searches and People to Brainstorm New Ideas for Content. Additionally, Question and Answer sections
By analyzing the results of a search engine’s results page (SERP), you may learn more about the competition in your industry and how to optimize your content more effectively.
Keep an eye on search engine results pages
Analyzing search engine results pages (SERPs) is an ongoing activity, as you need to monitor your position in the SERPs and respond to any shifts that may occur.
Over time, search engine results pages (SERPs) can vary in a variety of ways, including the positions your sites hold in the SERP, the presence (or absence) of certain SERP elements, and even the nature of the searches being conducted.
You may use tracking tools like SERPWatcher to stay on top of any potential developments in the industry.
Using SERPWatcher, you may monitor your pages’ progress in the search engine results pages (SERPs) over time for certain keywords.
You may monitor where your pages stand in search engine results for a set of keywords by importing a list of those keywords into the programmed.
In addition to tracking the shifts in search engine rankings, SERPWatcher provides useful data like:
- Where your page now stands in relation to other pages for a certain term.
- Position shifts over time on search engine results pages
- How well your site performs in general for the keywords you’ve selected
- Displaying your page as a highlighted excerpt
We recommend using SERP Volatility Insight, a free tool we offer, to determine whether the fluctuation in rank is localized to your site or represents a more widespread trend.