It’s always great to be interested when it comes to search engine optimization. The more attentive you are, the better you will be able to assess the performance of your website and determine what has to be done to make it better.
Every day, millions of people use search engines to find answers to their inquiries or solutions to their issues. Given that Google has certainly grown to be the most well-liked of these search engines, marketers or companies place a lot of emphasis on driving traffic to Google.
That’s where SERP (search engine results page) analysis comes in. A SERP study can help you uncover possibilities to make your website rank higher in search results. As a result, marketers need to become familiar with its significance and the methods for performing SERP Analysis.
We’ll look explore how you should think about SERPs and how to use them to your benefit through SERP analysis.
What is SERP Analysis?
SERP analysis is the practice of analyzing the results pages produced by search engines in response to a certain query or keyword.
It is a useful strategy to estimate your prospects of outranking the competition by evaluating the top-ranking web pages for a specific keyword or subject.
The SERPs are the outcomes of your search query and include webpages, photos, queries, videos, tweets, and other content.
The goal of SERP analysis is to acquire insight into the ranking elements that impact search engine results and to uncover chances for optimizing a website’s content and search engine optimization (SEO) strategy.
The features of the Search Engine Results Page (SERP) are unique components that show up alongside the organic search results on the search engine results pages. These functions are created to provide users with additional information and improve their search experience.
The following are some of the most popular SERP features:
1. Paid Search Results
Google advertising and other sponsored search results consistently appear at the top of the SERPs because advertisers have paid Google to do so. You should assess these to determine whether you also need to spend money on sponsored advertisements.
2. Featured Snippets
Featured snippets are condensed extracts from a webpage that appear at the top of the Google results page to answer the query fast without requiring the searcher to click on any of the ranking links. Search result forms like answer boxes, tables, or lists may be obtained using featured snippet optimization.
Featured snippets often take the following forms:
- “People Also Ask” Dropdowns
3. Knowledge Panels
This SERP feature (also known as a knowledge graph) consists of informative bubbles that display on the right side of the search results page. They give in-depth knowledge about a single subject, such as a person, place, or item.
They produce information automatically from numerous sources and often contain photos, definitions, and connections.
Knowledge panels will only display what the Google algorithm has judged to be a fact from a reliable source and are intended to provide a snapshot of the search subject based on what the algorithm discovers.
4. Video Carousels
Mobile users may swipe through a video carousel that appears in the SERP as a result that scrolls like a list.
Each choice will be formatted as a box including a thumbnail of the video, the title, the uploader, and the video’s hosting website.
5. Image Packs
An image carousel, which is often seen at the top of the search results, will appear if Google determines that pictures would provide the greatest user experience. These photos often include a link to the Google Photos tab.
On the search results page, there is a series of questions relating to the user’s search query. They are intended to assist users in refining their search and discovering more information.
Local companies will benefit from having their website shown in map listings. Local SEO specialists frequently deal with map listings, which use a combination of online and offsite optimization tactics to rank.
The map, which includes a map of the place or region, reviews, pertinent links, geographic data, and location characteristics, is created and appears on the right side of the screen on desktop layouts and as the first feature on mobile devices.
8. Related Search
Search phrases that are linked to a user inquiry frequently appear near the bottom of search results.
These are review snippets for a local business or product that display on the search results page.
These are tweets connected to the user’s search query that shows in real-time on the search results page.
Why is SERP Analysis Important?
You won’t be able to find out how Google determines rankings. The advanced features of search engines also increase constantly. Understanding the search engine landscape may be improved by performing SERP analysis. Paid marketers can more effectively target themes and keywords, and organic SEOs can get higher rankings.
By analyzing the SERP, you may obtain a better knowledge of the sorts of material and features that display for a specific query, as well as the websites and companies that are currently performing highly for that query.
Following are some key reasons why SERP analysis is important:
1. Verify Keyword Selection
Typically, during the keyword research stage, a publisher will create a broad keyword list in advance. This might comprise information such as expected search traffic, cost per click (CPC), a measure of paid advertising, and occasionally a “keyword difficulty” score, often offered by a marketing tool.
However, it’s important to conduct an analysis of the SERP itself before creating content for a specific keyword. This may help you in producing more focused and successful content for your own website or business.
Every Google user searches for a specific purpose. And the purpose behind a search on a particular search word has a significant influence on the outcomes. What Google or other search engines offer is heavily influenced by the keyword’s search intent. Therefore, it’s crucial that your content fulfills the searcher’s intent as Google sees it.
You can find possibilities to provide content that fills in gaps or offers distinctive value to searchers by examining the sorts of material that show up on the SERP for a certain query. This can assist you in creating a content strategy that promotes interaction and increases traffic to your website.
3. Conduct a Competitive Analysis
Key objective of SERP analysis is to perform a comparative examination of the pages that really rank for a particular search phrase. It will be more difficult to rank if rival pages are on well-established, authoritative sites.
Bigger the search traffic for the phrase, the greater the competition, because they will invest more in maintaining their ranking position.
However, large competitors can become distracted when fighting on multiple fronts. Finding content gaps or methods to improve the searcher experience may help even tiny sites outperform the larger competition. Sometimes there are only a few strong content pieces, with the rest of page one devoted to forums and other non-keyword-specific pages.
Even if it doesn’t perfectly match the query, Google will always list anything as an answer. Both content gaps and non-targeted sites in the SERP are excellent possibilities to climb the rankings.
Benefits of Performing SERP Analysis
The following are some insights provided by SERP analysis:
- Create content that is ranked by SEO.
- Create thorough content briefs in hours rather than days.
- think of content concepts that might attract organic traffic.
- Adapt to the user’s purpose to boost engagement.
- Learn in-depth information about your rivals’ SEO content strategies.
- improving the ranking of existing content.
You may get valuable insights and increase your exposure by doing a comprehensive review of your competition’s performance and the keywords that are important to your company.
Now that we’ve defined SERP and how a SERP analysis may help your business, let’s go over the steps you’ll need to follow.
There are several approaches to SERP analysis, but each must include the following:
1. Perform Keyword Research
You need to know the keywords you’re targeting and where they presently rank before you can examine how your content compares to rivals for search queries.
To ensure that you use the correct keywords across your site, it is crucial to determine the terms and phrases your audience uses to search online. Keyword research might be useful in this situation. You may find valuable keywords for your company by conducting keyword research. As soon as you’ve determined these keywords, you strive to rank for them in the SERPs.
2. Identify the Search Intent
The next stage in the SERP is to check the search intent of each term and make sure that it is related to the subject matter of your content.
Users perform internet searches with search purposes in mind. Every person who does a search for a word or phrase has a concern they want to be addressed. Although some of the keywords may appear to be topically relevant, they may not be relevant to the user’s intent when they are entered into Google Search.
The search intent may be classified into four basic categories:
- Navigational Intent: The user is seeking a certain website or brand.
- Informational Intent: The user is seeking information on something.
- Transactional Intent: The user wants to purchase a product or service.
- Commercial Intent: Before purchasing a product, the consumer would like to conduct research on it.
The quick SERP analysis will assist you in determining the intent behind the keyword so you can determine whether or not the particular inquiry is appropriate for you.
3. Making a Competitive Analysis
Understanding a keyword is one thing; determining how competitive it is is quite another. When performing SERP analysis, it is important to determine who your competitors are and how difficult it will be for your site to rank.
You must ensure the following before trying to rank for a keyword:
- The SERP (for marketing) isn’t clogged up with pages from popular domains like Wikipedia, Quora, or an authority in the field like HubSpot.
- You may boost the information in the greatest content item in the SERP tenfold.
- You may immediately add a unique perspective to your article that no one else has mentioned.
Understanding your brand’s position, your competitors’ level of authority, and determining if it is worthwhile to target your chosen keywords are your three main goals when doing a competitive analysis.
4. Find Ranking Opportunities
You must recognize where your hidden opportunities are if you want to know which way to turn after performing a SERP analysis.
Consider ranking keywords that could appear higher on the SERP page, and try to identify terms that aren’t being used by your rivals.
Opportunities like this may take on a variety of shapes and sizes, so here is a list of potential choices you can hold onto and optimize:
- You can substitute keywords that aren’t ranking well for your rivals.
- When you have the resources to surpass the competition and the competitor’s pages have few backlinks.
- Keywords for which you currently hold the top spot but not a featured snippet.
- You can optimize for keywords that show feature snippets (and gain amazing CTR when you rank as a snippet).
- Include a FAQ that responds to queries from the “people also ask” section when the subject is appropriate.
- If all of your competitors’ content appears to be the same, approach the subject from a new perspective.
- If you want your site to show up in the Google Maps preview and are targeting a local term, you may optimize it.
Although there are countless SEO tactics and opportunities, these will give you a general idea of what to look for.
5. Optimize Your Content
After examining the SERP and gathering information about your competitors, you can make the most of all the data and customize your content to the specific question. The information from the SERP analysis may be applied in a variety of ways to your SEO strategy:
- Concentrate on SERPs that you can rank for.
- Copy the backlinks of rivals for your page.
- Content Optimization for SERP Features.
- Use structured data if at all possible.
- Make a better piece of content by examining that of competitors.
- Your URL, meta description, title tag, and other helpful HTML components should all be improved.
- The Related Searches and People Also Ask boxes provide more content suggestions.
With the help of the information obtained from the SERP analysis, you can improve your understanding of how challenging it is to rank for a certain SERP. Get additional suggestions for how to optimize your content more effectively than competitors.
SERP Analysis Tools
A variety of helpful SEO analytics tools may be used to enhance your SEO if you genuinely want to win SERP features.
Semrush provides multiple SERP tracking tools for various objectives that assist you monitor your Google performance. One of the tools lets you watch your position across search engines and get a good look at any rivals.
The ability to examine the “volatility” of the search engines based on daily changes in ranks is a pretty fascinating feature among SERP tracking tools. This will alert you when there are any indications of algorithm modifications.
2. Ahrefs SERP Checker
Ahrefs is a useful tool for analyzing your competition and identifying crucial possibilities to enhance your website. Examine the top 10 search engine results for any phrase in more than 200 countries with Ahrefs’ free SERP checker.
The many metrics of the top pages may be well understood, including:
- Domain Rating
- URL Rating
- Backlinks Count
- Domains Count
You may easily determine which websites are simple to outrank and which are difficult by looking at the SERP’s position which is also displayed.
3. SE Ranking Tool
SE Ranking is an excellent tool for monitoring your competitor’s visibility in various SERP features over time and providing a wealth of helpful information. The tool provides a complete picture of your competition, allowing you to evaluate all of its advantages and disadvantages.
The SERP competitors section, not only lets you monitor your current Google rankings but also provides a historical snapshot of your and your competitors’ positions for pertinent keywords going back to February 2020.
Keeping an eye on competitors has never been simpler, add up to 20 domains that compete with you to your project and receive information on their Google search activity for your keywords.
4. Moz Analysis Tool
The Moz Pro SERP Analysis Tool is another often utilized resource for monitoring keyword output and SERP visibility. You can measure the success of your SEO efforts fast with the aid of our robust SERP analysis tool. In order to give you a better understanding of how volatile the keywords you’re targeting are, Moz Pro will additionally track keyword position.
This SERP checker tool offers thorough overviews of your keyword rankings over chosen time frames, ensuring that you can continue to base your choices on reliable information. Before registering for an SEO checker, think about using the Moz Pro SERP Analysis Tool.
One of the greatest tools for checking keyword rankings is RankActive. When developing your own SEO strategies, helps you gain a competitive edge by analyzing the tactics used by opponents in your industry.
Along with offering a host of other incredible features, RankActive can assist you in developing the ideal keywords for your SEO campaign.
Use SERP Analysis to Refine Your Keyword Approach
A key strategy for enhancing your internet presence is to increase your rankings. It might be difficult to decide which option is ideal for your future campaign when there are so many strong options available. In the end, it would be beneficial if you discovered a solution that is both economical and feature-efficient.
Here are a few important things to keep in mind when you put the steps for performing SERP analysis into practice:
- SEO includes competitor analysis at every stage.
- It has been proven that taking the less-beaten path and reaching out to potential clients who are using more specific search phrases is a more creative, dependable, and economical strategy.
- To increase your chances of business growth, regularly optimize your content.
- Keep the SERP purpose in mind. It will not rank if it is not created with the SERP in mind.
- You may approach SEO for your business cheaply and establish your brand as an expert in your industry by using the SERP to your advantage.
SERP analysis is an essential tool for knowing how Google interprets crucial SEO data and what factors affect how websites are presented on the search results page. Following a SERP analysis, it is clear that using the appropriate tools and techniques is critical for effective SEO.
Furthermore, analyzing competitors’ websites and understanding their strategies may be useful in the development of a successful SEO strategy.
Using tools such as SEMrush, Ahrefs, Moz, and SEO experts may gather data on keywords, backlinks, and other essential metrics to optimize their website’s ranking.
Identifying any content gaps in your own articles, SERP analysis also identifies areas where you can improve your SEO tactics so you may outperform competitors.