SERP stands for search engine results page. Analysing SERP for SEO is the only way to have recommendations sorted for new content on your site. When creating content that would be useful for your audience and to rank better, you need to know what kind of content ranks best and then figure out what to work on to make it visible. This article helps in analysing SEO and content creation for the same. If you cannot do this DIY, it is always a good idea to hire an SEO agency.
They refer to everything displayed on the SERP. Even those many elements and organic results have their own features like title length, number of results per page etc. Google always keeps adding new features and testing searcher responses.
Here are the most common SERP features:
- Knowledge Graph
- People Also Ask
Determining the intent of the searcher
SERP features help in determining the searcher intent. By analysing what Google shows on SERPs, you can gain a pretty good idea on what content is useful for the query. The types of searcher intent depends on how detailed you want the content to be. There are three types of searcher intent:
- Navigational is when you already have an idea on what you are looking for and need a little help reaching there
- Informational is when you are seeking an answer or more info about a subject
- Transactional is when you know what you want to purchase and are making a purchase.
Focus on the content
Now that you know what people look for, you may want to know what type of content is ranking. So explore the search results, peek through the content, how it is formatted and then read it. Always begin with the topmost result. Also read other pages that ranked below it. These are the ones you will compete with, and to outrank them you may have to match them or go beyond what they have done when it comes to quality and usefulness.