SERP Analysis

When to Use

• Analyzing search results for a keyword

• Classifying search intent

• Identifying SERP feature opportunities

• Competitive intelligence gathering

Intent Classification

Intent Types

Intent SERP Signals User Goal Content Format

Informational Wikipedia, knowledge panels, "what is" queries Learn something Guide, tutorial, explainer

Commercial Reviews, comparisons, "best X" queries Compare options Comparison, listicle, review

Transactional Product pages, shopping results, "buy X" Purchase something Product page, pricing

Navigational Brand homepage, login pages Find specific site Homepage, login page

Classification Process

• Search the keyword using WebSearch

• Analyze result types:

• All informational = Informational intent

• Mix of reviews/comparisons = Commercial intent

• Product pages dominant = Transactional intent

• Single brand dominant = Navigational intent

• Check for mixed intent (common for broad keywords)

• Note confidence level (% of results supporting classification)

SERP Features

Feature Identification

Feature How to Identify Optimization Strategy

Featured Snippet Box at top with answer Direct answer in first 100 words

People Also Ask Expandable question boxes FAQ section, answer common questions

Image Pack Row of images High-quality images with alt text

Video Results YouTube thumbnails Create video content

Local Pack Map with business listings GMB optimization, location pages

Knowledge Panel Right sidebar info box Schema markup, Wikipedia presence

Sitelinks Sub-links under main result Clear site structure, internal linking

Featured Snippet Types

Type Format How to Optimize

Paragraph Text block 40-60 word direct answer

List Numbered/bulleted list Use ordered/unordered lists

Table Data table Use HTML tables

Video YouTube embed Create relevant video content

Competitive Analysis

Competitor Data to Collect

For each top 10 result, note:

• Domain authority (relative, not exact)

• Content format (guide, listicle, comparison, etc.)

• Word count (approximate)

• Heading structure (H2 topics covered)

• Unique angle (what makes them different)

• Content gaps (what they miss)

Competitor Matrix Template

Rank Domain Format Words Unique Angle Gap

1 {domain} {format} {count} {angle} {gap}

2 {domain} {format} {count} {angle} {gap}

...

Output Format

SERP Analysis: {keyword}

Search Intent

• Primary Intent: {Informational | Commercial | Transactional | Navigational}
• Confidence: {percentage}%
• Secondary Intent: {if mixed}

SERP Features Present

• Featured Snippet ({type})
• People Also Ask
• Image Pack
• Video Results
• Local Pack
• Knowledge Panel
• Sitelinks

Competitor Analysis

Content Gaps Identified

1. {gap} - {which competitors miss this}
2. {gap} - {which competitors miss this}

Recommendations

1. Content Format: {recommended format based on SERP}
2. Word Count: {recommended based on competitors + 20%}
3. Featured Snippet: {opportunity and how to capture}
4. Differentiator: {unique angle to stand out}