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]?

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]

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** - "2024" 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

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

serp-analysis