SERP analysis involves examining the pages appearing on the first page of search engine results. This exercise helps website owners know which pages rank well and why. SERP analysis is also useful for discovering search engine criteria for page ranking. A savvy website owner can implement this information and the strategies used by top-ranking web pages to rank better.
Steps for an Insightful SERP Analysis
Start by creating a list of keywords you want your website to rank for. You can use a keyword research tool to find your keywords. Type keywords into search engines to see web pages and content rank for those keywords. Document the results for each keyword and start analyzing the top ranking pages. You’ll get an idea of who is ranking, what their SEO tactics are, and what kind of content is working.
Check if you can find additional keywords related to your industry that are already performing well and include them in your list. Don’t just focus on your direct competitors. It helps to have a general idea of what else is going on in your industry.
It’s also worth checking to see if there are any similar keywords to your business name. For keywords that match your business name, research where the content is. Remember that search engines are showing more and more location-based search results.
Determine search intent
Search intent can be navigational, transactional, and informational. In this step, you want to find out the user’s search pattern and make sure it matches your keyword plans. It is essential to create content that responds to user queries. Such content increases the chances of your pages ranking well on search engines.
Another insight you get by looking at search intent is what type of content people using that keyword are consuming. Do they prefer videos, blog posts, or product reviews? To get a clear idea of what type of content is popular, pay attention to SERP features.
You may find that your keywords also have multiple user intents. For example, users looking for products to buy can read product reviews or product information before purchasing. Along with multi-intent searches, Google provides several search features on SERP such as a local pack, information pack, and people request section among others.
This involves looking at the top ranking pages for those keywords to see if they belong to authoritative domains. If you’re competing with industry-leading pages, your chances of ranking for those keywords are slim. This will help you determine whether it is better to research low competition alternative keywords.
Competitive analysis can also help you unearth unique opportunities for a keyword that your competitors haven’t yet taken advantage of. For example, you might find that the top-ranking content is short-form, but there’s a lot more to cover in a topic. You might also notice that high-level content is lacking and you have valuable ways to improve it. Run this idea through user intent and decide if creating longer content might have a better chance.
Identify ranking opportunities
Good opportunities can come in the form of keywords your competitors haven’t ranked for or a unique content approach. You can also pay attention to keywords that do not yet have a snippet displayed on the SERP.
Updating existing content
The best part of a consistent SERP analysis is that you will stay on top of changing trends. This gives you insight into what is working and how you can improve existing content assets to continue giving you the results you want. You’ll discover new keywords you could include, better content structure, new queries your content could still answer, and many more.
How to Get SERP Analytics Data
To make sense of all the SERP data, it is necessary to sift through a lot of information from different pages comparing different metrics. Collecting a large amount of SERP data is not easy, especially if you rely on manual methods. Fortunately, technology has made it easier to collect this data through automated tools. There are tools designed to collect keyword data, website ranking position, SEO monitoring, and more.
Most of these tools charge high subscription fees for users to enjoy their services. So if you’re a small business or individual interested in user-friendly data collection, consider scraping Google using a search engine API. It is a comprehensive data scraper that gathers information from search engine results pages which is useful for various purposes. So whether you’re researching new keywords, monitoring ranking positions, studying your competition, or performing SERP analysis for any other purpose, consider SERPMaster’s Google Search API and meet all your data needs.
To learn more about data scraping for SERP analysis, check out this blog post!
Keyword research is not complete without a thorough SERP analysis. Your SEO strategy is also not bulletproof if you haven’t checked what the top ranking pages are doing to stay in the top positions. Yes, SERP analysis requires time and financial investment. But the results you get are worth it.