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
| Rank | Domain | Format | Words | Unique Angle |
|------|--------|--------|-------|--------------|
| 1 | {domain} | {format} | {count} | {angle} |
...
### 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}
