TLDR: SERP Analysis is the process of reviewing Google’s Search Engine Results Pages (SERPs) to understand what ranks, why it ranks, and how you can beat it. By analysing keywords, top results, SERP features, competitors, and content gaps, you can build a smarter content strategy that aligns with search intent. Done right, it helps you uncover ranking opportunities, optimise for AI Overviews, and get ahead of both known and unexpected competitors.
Table of Contents
What is a SERP analysis?
Let’s start with the basics. SERP stands for Search Engine Results Page. Basically, the list of results Google shows when you type something in.
SERP Analysis is simply the process of studying those results to understand:
- Who’s ranking (your competitors, both the obvious ones and the unexpected!)
- What type of content is being prioritised
- Which SERP features are showing up
- And ultimately, why those results are there in the first place
It’s a bit like being a detective. You’re looking at the evidence (the results) and trying to piece together the “why” behind them.
Why is SERP analysis important?
So, why should you even bother with SERP analysis? You can’t just throw content onto your website, cross your fingers, and hope Google decides to put it on page one. Google’s already showing you exactly what it wants to see. All you need to do is pay attention.
By running a SERP analysis, you’re essentially gathering clues. For example:
- You might spot opportunities you didn’t even know were there, like a featured snippet that’s up for grabs, or a competitor you hadn’t considered before.
- You’ll avoid wasting time chasing keywords where the front page is dominated by giants like Amazon. In those cases, it might make more sense to go after something more niche, where you can compete.
- You can refine your strategy. Maybe you were about to create a service page, but the SERP is packed with blogs. That’s Google’s way of telling you, “Hey, this search is informational, give people content that answers their questions.”
Think of it this way: SERP analysis is like having a map before you start a road trip. Without it, you’re just guessing your way to the destination. With it, you know exactly where you’re heading, and how to get there faster.
How to conduct a SERP analysis
Step 1: Choose a target keyword
First things first, decide what keyword you want to go after. Tools like Ahrefs, SEMrush, or Google Keyword Planner will help you work out what’s worth targeting based on volume, difficulty, and relevance.
Check where you currently rank and whether you’re already appearing in any snippets or features. That gives you a starting point.
Step 2: Analyse the top results
Now it’s time to Google your keyword. We recommend using incognito mode (or a SERP checker tool) so you don’t get results skewed by your browsing history.
Look closely at the top 10 organic results:
- What do the titles and URLs look like?
- What content types are ranking? Blog posts, product pages, videos?
- Are there any obvious patterns? Maybe all the top results are “how-to” guides, or maybe listicles dominate.
This tells you what Google thinks users want.
Step 3: Review SERP features
SERPs aren’t just “10 blue links” anymore. You’ll often see:
- Featured snippets
- People Also Ask boxes
- Image or video carousels
- Knowledge panels
- Local map packs
- And now, AI Overviews and AI Mode
These features can massively impact click-through rates. If a snippet or AI Overview answers the question instantly, fewer people will click through, unless you’re the one featured there. That’s why spotting and planning for these features is so important.
Step 4: Evaluate competitor content
Click into the ranking pages and dig deeper:
- How strong are their domains (domain/page authority)?
- What’s their backlink profile like? Tools like Moz and Ahrefs can help here.
- How good is the content itself? Is it long, detailed, fresh? Easy to read?
- What about user experience? Is it mobile-friendly, fast-loading, well-designed?
Sometimes you’ll wonder why a weak-looking page is outranking you. Often, it’s authority or backlinks at play. Knowing this helps you plan where to focus.
Step 5: Determine search intent
Here’s where it gets interesting. Every keyword carries a certain search intent:
- Informational (the user wants to learn something → blog posts, guides, videos)
- Navigational (the user wants a brand/site → homepage, about page)
- Transactional (the user wants to buy → product/service pages)
If all the top results are blogs, but you’re planning a sales page, you’ll struggle. Match your content format to what Google is already showing.
Step 6: Identify content gaps and opportunities
Now ask yourself: what’s missing?
- Are competitors leaving questions unanswered?
- Is their content outdated or thin?
- Is it badly structured or dull?
That’s your opportunity. You can:
- Add unique insights and expert commentary
- Include updated stats, multimedia, and real examples
- Structure it in a way that’s easier to digest
- Match search intent better than anyone else
That’s how you create content that not only ranks but sticks.
Step 7: Plan your content strategy
Finally, turn your analysis into action:
- Pick the format that matches the SERP (video, guide, tool, blog post).
- Write better meta titles and descriptions than your competitors.
- Use your findings to brief writers or create outlines.
- Build authority with backlinks and structured data.
Think of this step as connecting all the dots.
Using SERP analysis for AI Overviews and AI Mode
AI Overviews and AI Mode are the latest search models. They work a lot like featured snippets, pulling short, clear answers from different sources, and crucially, linking to them.
Here’s how SERP analysis helps:
- Check if an AI Overview or AI Mode is triggered for your keyword.
- See which sources are being used (and why).
- Look at the exact snippets of text being pulled in.
If you structure your content in that same clear, Q&A style, you stand a much better chance of being included. And that’s prime visibility at the very top of the page.
Conclusion
SERP Analysis is less about ticking a box and more about shaping your entire SEO strategy. It tells you who you’re really competing with, what kind of content stands a chance, and how to edge your way into features like snippets and AI Overviews.
At Modo25, we see it as an ongoing process, every keyword and every campaign starts with SERP analysis. Done right, it saves time, uncovers opportunities, and helps you create content that actually performs. Want to see how your site stacks up? Get in touch with our team today and start making your SERP analysis work harder for your business.
