In the ever-evolving world of Search Engine Optimization (SEO), understanding your competition is crucial. A key component of this understanding is SERP analysis. This article will delve deep into how to conduct a competitor SERP analysis, providing you with actionable insights to improve your search engine rankings.
A SERP (Search Engine Results Page) analysis involves examining the results page for a specific keyword to assess elements like SERP features, competitor strength, and overall keyword difficulty. Think of it as scouting the battlefield before deploying your SEO strategy.
Conducting a SERP analysis allows you to:
Targeting the right keywords is only half the battle. You need to understand search intent – what users are really looking for when they type a query into Google. Fortunately, Google provides clues (and sometimes outright answers!)
Here's how to decipher search intent using SERP analysis:
Example 1: "Kittens for adoption"
The SERP displays Google Ads for rescue organizations, map pack results for local shelters, and adoption websites. This indicates a clear intent to find a kitten for adoption.
Example 2: "New kitten"
The SERP mainly features informational articles about caring for a new kitten, including checklists, advice, and timelines. This suggests an intent to find information about kitten care.
While these keywords might seem related, the SERP results reveal distinct user intents.
Leveraging Keyword Explorer for Search Intent
SEO tools like Moz Keyword Explorer can help. This tool analyzes keywords and indicates the prevailing search intent (Informational, Navigational, Transactional, Commercial).
Ready to get your hands dirty? Here's a practical guide to conducting a SERP analysis:
Install the MozBar: Download and install the MozBar for Chrome. This free tool provides on-page SEO metrics directly in the SERP.
Activate MozBar: Turn on the MozBar extension in your browser.
Search your target keyword: Enter your keyword into Google and hit search.
Analyze the SERP: Use MozBar to quickly view link metrics (Page Authority, Domain Authority, etc.) for each ranking result. Log in to your Moz account for the best results.
Export data to CSV: Export the SERP results to a CSV file by clicking the MozBar export icon. This allows for deeper analysis in a spreadsheet program (like Google Sheets or Microsoft Excel).
Use Competitor Analysis Template: Use the SEO Competitor Analysis Template, Copy and paste the CSV to the SERP Analysis tab.
Utilize Keyword Explorer: Enter your target keyword into Moz Keyword Explorer to access the SERP Analysis report. The report provides valuable metrics like:
So you've gathered all the data, what's next? It's time to interpret your findings:
By following all these guidelines, you will be able to not only analyze SERP, but gain insight fromit.
