SERP Analysis

This skill analyzes Search Engine Results Pages to reveal what's working for ranking content, which SERP features appear, and what triggers AI-generated answers. Understand the battlefield before creating content.

When to Use This Skill

Before creating content for a target keyword
Understanding why certain pages rank #1
Identifying SERP feature opportunities (featured snippets, PAA)
Analyzing AI Overview/SGE patterns
Evaluating keyword difficulty more accurately
Planning content format based on what ranks
Identifying ranking factors for specific queries

What This Skill Does

SERP Composition Analysis: Maps what appears on the results page
Ranking Factor Identification: Reveals why top results rank
SERP Feature Mapping: Identifies featured snippets, PAA, knowledge panels
AI Overview Analysis: Examines when and how AI answers appear
Intent Signal Detection: Confirms user intent from SERP composition
Content Format Recommendations: Suggests optimal format based on SERP
Difficulty Assessment: Evaluates realistic ranking potential

How to Use

Basic SERP Analysis

Analyze the SERP for [keyword]

What does it take to rank for [keyword]?

Feature-Specific Analysis

Analyze featured snippet opportunities for [keyword list]

Which of these keywords trigger AI Overviews? [keyword list]

Competitive SERP Analysis

Why does [URL] rank #1 for [keyword]?

Data Sources

See CONNECTORS.md for tool category placeholders.

With ~~SEO tool + ~~search console + ~~AI monitor connected: Automatically fetch SERP snapshots for target keywords, extract ranking page metrics (domain authority, backlinks, content length), pull SERP feature data, and check AI Overview presence using ~~AI monitor. Historical SERP change data and mobile vs. desktop variations can be retrieved automatically.

With manual data only: Ask the user to provide:

Target keyword(s) to analyze
SERP screenshots or detailed descriptions of search results
URLs of top 10 ranking pages
Search location and device type (mobile/desktop)
Any observations about SERP features (featured snippets, PAA, AI Overviews)

Proceed with the full analysis using provided data. Note in the output which metrics are from automated collection vs. user-provided data.

Instructions

When a user requests SERP analysis:

Understand the Query

Clarify if needed:
- Target keyword(s) to analyze
- Search location/language
- Device type (mobile/desktop)
- Specific questions about the SERP
Map SERP Composition

Document all elements appearing:
```
## SERP Analysis: "[keyword]"

**Search Details**
- Keyword: [keyword]
- Location: [location]
- Device: [mobile/desktop]
- Date: [date]

### SERP Layout Overview
```
┌─────────────────────────────────────────┐ │ [AI Overview / SGE] (if present) │ ├─────────────────────────────────────────┤ │ [Ads] - [X] ads above fold │ ├─────────────────────────────────────────┤ │ [Featured Snippet] (if present) │ ├─────────────────────────────────────────┤ │ [Organic Result #1] │ │ [Organic Result #2] │ │ [People Also Ask] (if present) │ │ [Organic Result #3] │ │ ... │ ├─────────────────────────────────────────┤ │ [Related Searches] │ └─────────────────────────────────────────┘
```
### SERP Features Present

| Feature | Present | Position | Opportunity |
|---------|---------|----------|-------------|
| AI Overview | Yes/No | Top | [analysis] |
| Featured Snippet | Yes/No | [pos] | [analysis] |
| People Also Ask | Yes/No | [pos] | [analysis] |
| Knowledge Panel | Yes/No | Right | [analysis] |
| Image Pack | Yes/No | [pos] | [analysis] |
| Video Results | Yes/No | [pos] | [analysis] |
| Local Pack | Yes/No | [pos] | [analysis] |
| Shopping Results | Yes/No | [pos] | [analysis] |
| News Results | Yes/No | [pos] | [analysis] |
| Sitelinks | Yes/No | [pos] | [analysis] |
```

Analyze Top Ranking Pages

For top 10 results:

### Top 10 Organic Results Analysis

#### Position #1: [Title]

**URL**: [url]
**Domain**: [domain]
**Domain Authority**: [DA]

**Content Analysis**:
- Type: [Blog/Product/Guide/etc.]
- Word Count: [X] words
- Publish Date: [date]
- Last Updated: [date]

**On-Page Factors**:
- Title: [exact title]
- Title contains keyword: Yes/No
- Meta description: [description]
- H1: [heading]
- URL structure: [clean/keyword-rich/etc.]

**Content Structure**:
- Headings (H2s): [list key sections]
- Media: [X] images, [X] videos
- Tables/Lists: Yes/No
- FAQ section: Yes/No

**Estimated Metrics**:
- Page backlinks: [X]
- Referring domains: [X]
- Social shares: [X]

**Why It Ranks #1**:
1. [Factor 1]
2. [Factor 2]
3. [Factor 3]

[Repeat for positions #2-10]

Identify Ranking Patterns

### Ranking Patterns Analysis

**Common Characteristics of Top 5 Results**:

| Factor | Avg/Common Value | Importance |
|--------|-----------------|------------|
| Word Count | [X] words | High/Med/Low |
| Domain Authority | [X] | High/Med/Low |
| Page Backlinks | [X] | High/Med/Low |
| Content Freshness | [timeframe] | High/Med/Low |
| HTTPS | [X]% | High/Med/Low |
| Mobile Optimized | [X]% | High/Med/Low |

**Content Format Distribution**:
- How-to guides: [X]/10
- Listicles: [X]/10
- In-depth articles: [X]/10
- Product pages: [X]/10
- Other: [X]/10

**Domain Type Distribution**:
- Brand/Company sites: [X]/10
- Media/News sites: [X]/10
- Niche blogs: [X]/10
- Aggregators: [X]/10

**Key Success Factors Identified**:

1. **[Factor 1]**: [Explanation + evidence]
2. **[Factor 2]**: [Explanation + evidence]
3. **[Factor 3]**: [Explanation + evidence]

Analyze SERP Features

### Featured Snippet Analysis

**Current Snippet Holder**: [URL]
**Snippet Type**: [Paragraph/List/Table/Video]
**Snippet Content**: 
> [Exact text/description of snippet]

**How to Win This Snippet**:
1. [Strategy based on current snippet]
2. [Content format recommendation]
3. [Structure recommendation]

---

### People Also Ask (PAA) Analysis

**Questions Appearing**:
1. [Question 1] → Currently answered by: [URL]
2. [Question 2] → Currently answered by: [URL]
3. [Question 3] → Currently answered by: [URL]
4. [Question 4] → Currently answered by: [URL]

**PAA Optimization Strategy**:
- Include these questions as H2/H3 headings
- Provide direct, concise answers (40-60 words)
- Use FAQ schema markup

---

### AI Overview Analysis

**AI Overview Present**: Yes/No
**AI Overview Type**: [Summary/List/Comparison/etc.]

**Sources Cited in AI Overview**:
1. [Source 1] - [Why cited]
2. [Source 2] - [Why cited]
3. [Source 3] - [Why cited]

**AI Overview Content Patterns**:
- Pulls definitions from: [source type]
- Lists information as: [format]
- Cites statistics from: [source type]

**How to Get Cited in AI Overview**:
1. [Specific recommendation]
2. [Specific recommendation]
3. [Specific recommendation]

Determine Search Intent

### Search Intent Analysis

**Primary Intent**: [Informational/Commercial/Transactional/Navigational]

**Evidence**:
- SERP features suggest: [analysis]
- Top results are: [content types]
- User likely wants: [description]

**Intent Breakdown**:
- Informational signals: [X]%
- Commercial signals: [X]%
- Transactional signals: [X]%

**Content Format Implication**:
Based on intent, your content should:
- Format: [recommendation]
- Tone: [recommendation]
- CTA: [recommendation]

Calculate True Difficulty

### Difficulty Assessment

**Overall Difficulty Score**: [X]/100

**Difficulty Factors**:

| Factor | Score | Weight | Impact |
|--------|-------|--------|--------|
| Top 10 Domain Authority | [avg] | 25% | [High/Med/Low] |
| Top 10 Page Authority | [avg] | 20% | [High/Med/Low] |
| Backlinks Required | [est.] | 20% | [High/Med/Low] |
| Content Quality Bar | [rating] | 20% | [High/Med/Low] |
| SERP Stability | [rating] | 15% | [High/Med/Low] |

**Realistic Assessment**:

- **New site (DA <20)**: [Can rank?] [Timeframe]
- **Growing site (DA 20-40)**: [Can rank?] [Timeframe]
- **Established site (DA 40+)**: [Can rank?] [Timeframe]

**Easier Alternatives**:
If too difficult, consider:
- [Alternative keyword 1] - Difficulty: [X]
- [Alternative keyword 2] - Difficulty: [X]

Generate Recommendations

## SERP Analysis Summary & Recommendations

### Key Findings

1. [Most important finding]
2. [Second important finding]
3. [Third important finding]

### Content Requirements to Rank

To compete for "[keyword]", you need:

**Minimum Requirements**:
- [ ] Word count: [X]+ words
- [ ] Backlinks: [X]+ referring domains
- [ ] Domain Authority: [X]+
- [ ] Content format: [type]
- [ ] Include: [specific elements]

**Differentiators to Win**:
- [ ] [Unique angle from analysis]
- [ ] [Missing element in current results]
- [ ] [SERP feature opportunity]

### SERP Feature Strategy

| Feature | Winnable? | Strategy |
|---------|-----------|----------|
| Featured Snippet | Yes/No | [strategy] |
| PAA | Yes/No | [strategy] |
| AI Overview | Yes/No | [strategy] |

### Recommended Content Outline

Based on SERP analysis:

Title: [Optimized title]

H1: [Main heading]

[Introduction - address intent immediately]

H2: [Section based on PAA/top results] H2: [Section based on PAA/top results] H2: [Section based on PAA/top results]

[FAQ section for PAA optimization]

[Conclusion with CTA]


### Next Steps

1. [Immediate action]
2. [Content creation action]
3. [Optimization action]

Validation Checkpoints

Input Validation

Target keyword(s) clearly specified
Search location and device type confirmed
SERP data is current (date confirmed)
Top 10 ranking URLs identified or provided

Output Validation

Every recommendation cites specific data points (not generic advice)
SERP composition mapped with all features documented
Ranking factors identified from actual top 10 analysis (not assumptions)
Content requirements based on observed patterns in current SERP
Source of each data point clearly stated (~~SEO tool data, ~~AI monitor data, user-provided, or manual observation)

Example

User: "Analyze the SERP for 'how to start a podcast'"

Output:

# SERP Analysis: "how to start a podcast"

## SERP Overview

**Intent**: Informational (100%)
**Difficulty**: 72/100 (High)
**AI Overview**: Yes - comprehensive guide format

### SERP Features Present

| Feature | Present | Analysis |
|---------|---------|----------|
| AI Overview | ✅ | Lists steps, cites 3 sources |
| Featured Snippet | ✅ | Step-by-step list from Buzzsprout |
| People Also Ask | ✅ | 4 questions visible, expandable |
| Video Results | ✅ | 3 YouTube videos mid-page |
| Image Pack | ❌ | |

### Top 5 Results Analysis

| Pos | Domain | DA | Word Count | Format | Backlinks |
|-----|--------|-----|------------|--------|-----------|
| 1 | Buzzsprout | 71 | 8,500 | Ultimate Guide | 2,400 |
| 2 | Spotify | 93 | 3,200 | How-to Guide | 890 |
| 3 | Podcastinsights | 58 | 12,000 | Mega Guide | 1,800 |
| 4 | Transistor | 62 | 5,500 | Tutorial | 720 |
| 5 | HubSpot | 91 | 6,200 | Complete Guide | 1,100 |

### Why #1 Ranks First

Buzzsprout's guide succeeds because:
1. **Comprehensive** - Covers every step in detail
2. **Updated** - Current year in title, recent updates
3. **Structured** - Clear numbered steps (owns featured snippet)
4. **Authoritative** - Podcast hosting company (topical authority)
5. **Supporting content** - Links to detailed sub-guides

### Featured Snippet Opportunity

**Current format**: Ordered list (steps)
**Current holder**: Buzzsprout

**To win snippet**:
- Create cleaner, more scannable list format
- Keep steps to 8-10 items max
- Start each step with action verb
- Include "how to start a podcast" in H2

### AI Overview Analysis

**Sources cited**:
1. Buzzsprout - "Choose your podcast topic"
2. Spotify for Podcasters - "Record and edit"
3. Wikipedia - Definition of podcasting

**Pattern**: AI pulls step-by-step instructions from guides with clear structure

### Content Requirements

To rank on page 1:
- **Word count**: 5,000+ words minimum
- **Format**: Step-by-step ultimate guide
- **Backlinks**: 500+ from relevant domains
- **Updates**: Must show current year
- **Unique angle**: Equipment comparisons, cost breakdowns, or specific niche focus

### Recommended Strategy

Given high difficulty, consider:
1. Target long-tail: "how to start a podcast for free" (Difficulty: 45)
2. Target niche: "how to start a podcast about [topic]" (Difficulty: 30)
3. Create supporting video content for video carousel
4. Focus on PAA optimization for quick wins

Advanced Analysis

Multi-Keyword SERP Comparison

Compare SERPs for [keyword 1], [keyword 2], [keyword 3]

Historical SERP Changes

How has the SERP for [keyword] changed over time?

Local SERP Variations

Compare SERP for [keyword] in [location 1] vs [location 2]

Mobile vs Desktop SERP

Analyze mobile vs desktop SERP differences for [keyword]

Tips for Success

Always check SERP before writing - Don't assume, verify
Match content format to SERP - If lists rank, write lists
Identify SERP feature opportunities - Lower competition than #1
Note SERP volatility - Stable SERPs are harder to break into
Study the outliers - Why does a weaker site rank? Opportunity!
Consider AI Overview optimization - Growing importance

SERP Feature Taxonomy

Feature Types and Trigger Conditions

SERP Feature	Trigger Conditions	Content Requirements	Optimization Approach
Featured Snippet (paragraph)	Question/definition queries	40-60 word direct answer under H2	Answer immediately, then elaborate
Featured Snippet (list)	"How to", "best", "top" queries	Numbered/bulleted list with clear items	Use numbered steps or ranked lists
Featured Snippet (table)	Comparison/data queries	Well-structured HTML table	Create comparison tables
People Also Ask	Most informational queries	Concise answer paragraphs	Target PAA questions as H2/H3s
Knowledge Panel	Entity queries	Schema markup, Wikipedia presence	Structured data + authoritative citations
Image Pack	Visual/product queries	Optimized images with alt text	Descriptive filenames, proper alt text
Video Carousel	How-to/tutorial queries	Video content with transcripts	YouTube optimization, video schema
Local Pack	Location-based queries	Google Business Profile	Local SEO optimization
Shopping Results	Product/purchase queries	Product schema, Google Merchant	Product feed optimization
Sitelinks	Navigational/brand queries	Clear site structure	Logical hierarchy, breadcrumbs

AI Overview Analysis Framework

Analysis Dimension	What to Look For	Why It Matters
Trigger Rate	Does this query generate an AI Overview?	Not all queries have AI responses
Source Selection	Which domains are cited? How many?	Reveals authority signals AI uses
Citation Format	Direct quotes vs. synthesized content	Shows what content format AI prefers
Answer Structure	Bullet points, paragraphs, tables	Indicates optimal content formatting
Fact Patterns	Statistics, definitions, lists cited	Shows what content elements get cited
Update Sensitivity	How fresh are cited sources?	Reveals recency bias strength

Search Intent Signals from SERP Composition

SERP Composition	Implied Intent	Content Strategy
All blog posts / articles	Informational	Create comprehensive guide
Product pages + shopping	Transactional	Optimize product/category page
Mix of reviews + products	Commercial investigation	Create comparison/review content
Videos dominate	Visual/instructional	Create video content + transcript
Local pack present	Local intent	Local SEO optimization
News results present	Trending/current	Timely, newsworthy content
Forum/Reddit results	Community/opinion	Create opinionated, discussion-worthy content

SERP Volatility Assessment

Volatility Indicators

Indicator	Stability Signal	Volatility Signal
Top 3 age	Same pages for 6+ months	New pages in top 3 within 3 months
Domain diversity	2-3 domains dominate top 10	8+ different domains in top 10
SERP feature changes	Same features consistently	Features appearing/disappearing
Algorithm sensitivity	Positions stable through updates	Major position shifts during updates

Opportunity Assessment Based on SERP

SERP Signal	Opportunity Level	Recommended Action
Low-authority sites in top 5	High	Create superior content to outrank
Outdated content ranking	High	Publish fresh, updated content
Thin content ranking	High	Create comprehensive coverage
Forums/UGC ranking	High	Create authoritative alternative
All DR 90+ sites	Low	Target related long-tail instead
AI Overview with few sources	Medium	Optimize for AI citation

Reference Materials

SERP Feature Taxonomy — Complete taxonomy of SERP features with trigger conditions and optimization approaches

Related Skills

keyword-research — Find keywords to analyze
competitor-analysis — Deep dive on ranking competitors
on-page-seo-auditor — Optimize based on findings
geo-content-optimizer — Optimize for AI citations
meta-tags-optimizer — Optimize SERP appearance with meta tags
rank-tracker — Track keyword position changes in SERPs
performance-reporter — Track SERP visibility metrics over time

serp-analysis