Many are struggling to top the search engine result page (SERP). Only a few succeed. The worst part is that it’s unclear what you should be doing to get ahead. Some businesses even stop bothering and pay the cost of lost potential customers.
Don’t worry a solution is available, and it’s in reach for everyone. SERP analysis is a way to achieve wanted rankings on Google. The right tools and knowledge will reveal, even if you took it as a mystery before.
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What is SERP analysis?
Let’s start from the basics – SERP is a page shown to users after entering a keyword. Every SERP is unique. The exact keyword entered on a different occasion will get you a different result. That is because SERPs can vary based on a range of factors, such as:
- Browsing history
- Search settings
- Device used
Even more, SERPs are constantly in flux. Improvements to search algorithms and changes in website design are frequent. For example, knowledge graphs changed the game of search engine optimization (SEO). It’s a Practice aimed at increasing traffic from search engines. Despite the changes, organic search results remain the main object of SERP analysis.
Simply put, SERP analysis is a way to figure out what best-ranking websites are doing to be there. Knowing their strategies is an invaluable asset while trying to outrank them. It’s a way to see how you rank and find opportunities to take over.
Chances are that every SEO specialist has a unique way of conducting SERP analysis. Yet, there are some key points every SERP analysis should cover. Let’s look at the most common steps.
Start with simple keyword research and brainstorm topics related to your brand or product. Then, narrow them down by formulating specific keywords. Usually, the best keywords are no longer than 2 – 3 words. If your industry is specific, you might want to use a bit longer 4 – 5 word keywords. This way, you might also avoid fierce competition.
Don’t forget to include the keywords you already have a ranking. Try to notice where you are succeeding and where failing with them. Be especially serious about keywords directly related to your brand or location.
Understand search intent
Next, you need to understand in what searches your keywords will appear and form your strategy accordingly. There are three main types of search intent:
- Transactional – Searcher wants to buy
- Navigational – Searcher wants to find a specific website
- Informational – Searcher wants to find facts on a given topic
These intents differ in how it’s easy to convert a searcher into a customer. Transactional intents have the best conversion rate. They are the biggest target of marketers, with the most paid search results. Navigational searches can be useful as well. They make customers easy to find you. There is little sense to target informational intents as searchers are just not looking to buy.
Gathering SERP data
SERP analysis will be the basis for your SEO strategy. But it’s impossible without a trusted SERP database at your disposal.
The solution here is to use an already collected SERP database. Bots have already looked into SERPs and have compiled databases with millions of search records. One of the best providers of these records is SERPMaster.
SERPMaster’s database contains Google SERP historical data for all of the most important markets. Get accurate, coordinate-level information on organic and paid searches, knowledge graphs, images, ad listings, and more. Data is provided in a structured JSON format for you to store and use indefinitely.
Choose priority opportunities
When you have gathered the data, it’s time to look at the competition. Competitors here are other positions on SERP, not your direct competition. Estimate what’s their rank for every given keyword and how much search volume they have. Aim to determine how hard it will be to compete with them. Typically, the higher the search volume, the more difficult the keyword is.
Topic-related measures come into play as well. Look for repeating themes and questions customers use. Some themes will be of low difficulty and related to your product. That is a keyword opportunity. Take it!
Build content that is even better, easier, and more informative than your competitors. All this takes time and money, so you have to choose your priorities well. You’ll see that some opportunities should be left. But this is already a matter of marketing strategy, a point where your SERP analysis should grow into something bigger.
SERP analysis is much more than simple keyword research. It helps businesses to understand their customer’s needs while searching. When understood properly, all that’s left is to create engaging, authoritative, and competitive content. That’s easier with the right direction in mind. SERP analysis will show it to you.