name	serp-analysis
description	Analyzes search engine results pages (SERPs) to understand ranking factors, SERP features, user intent patterns, and AI overview triggers. Essential for understanding what it takes to rank.

SERP Analysis

This skill analyzes Search Engine Results Pages to reveal what's working for ranking content, which SERP features appear, and what triggers AI-generated answers. Understand the battlefield before creating content.

When to Use This Skill

Before creating content for a target keyword
Understanding why certain pages rank #1
Identifying SERP feature opportunities (featured snippets, PAA)
Analyzing AI Overview/SGE patterns
Evaluating keyword difficulty more accurately
Planning content format based on what ranks
Identifying ranking factors for specific queries

What This Skill Does

SERP Composition Analysis: Maps what appears on the results page
Ranking Factor Identification: Reveals why top results rank
SERP Feature Mapping: Identifies featured snippets, PAA, knowledge panels
AI Overview Analysis: Examines when and how AI answers appear
Intent Signal Detection: Confirms user intent from SERP composition
Content Format Recommendations: Suggests optimal format based on SERP
Difficulty Assessment: Evaluates realistic ranking potential

How to Use

Basic SERP Analysis

Analyze the SERP for [keyword]

What does it take to rank for [keyword]?

Feature-Specific Analysis

Analyze featured snippet opportunities for [keyword list]

Which of these keywords trigger AI Overviews? [keyword list]

Competitive SERP Analysis

Why does [URL] rank #1 for [keyword]?

Instructions

When a user requests SERP analysis:

Understand the Query

Clarify if needed:
- Target keyword(s) to analyze
- Search location/language
- Device type (mobile/desktop)
- Specific questions about the SERP
Map SERP Composition

Document all elements appearing:
```
## SERP Analysis: "[keyword]"

**Search Details**
- Keyword: [keyword]
- Location: [location]
- Device: [mobile/desktop]
- Date: [date]

### SERP Layout Overview
```
┌─────────────────────────────────────────┐ │ [AI Overview / SGE] (if present) │ ├─────────────────────────────────────────┤ │ [Ads] - [X] ads above fold │ ├─────────────────────────────────────────┤ │ [Featured Snippet] (if present) │ ├─────────────────────────────────────────┤ │ [Organic Result #1] │ │ [Organic Result #2] │ │ [People Also Ask] (if present) │ │ [Organic Result #3] │ │ ... │ ├─────────────────────────────────────────┤ │ [Related Searches] │ └─────────────────────────────────────────┘
```
### SERP Features Present

| Feature | Present | Position | Opportunity |
|---------|---------|----------|-------------|
| AI Overview | Yes/No | Top | [analysis] |
| Featured Snippet | Yes/No | [pos] | [analysis] |
| People Also Ask | Yes/No | [pos] | [analysis] |
| Knowledge Panel | Yes/No | Right | [analysis] |
| Image Pack | Yes/No | [pos] | [analysis] |
| Video Results | Yes/No | [pos] | [analysis] |
| Local Pack | Yes/No | [pos] | [analysis] |
| Shopping Results | Yes/No | [pos] | [analysis] |
| News Results | Yes/No | [pos] | [analysis] |
| Sitelinks | Yes/No | [pos] | [analysis] |
```

Analyze Top Ranking Pages

For top 10 results:

### Top 10 Organic Results Analysis

#### Position #1: [Title]

**URL**: [url]
**Domain**: [domain]
**Domain Authority**: [DA]

**Content Analysis**:
- Type: [Blog/Product/Guide/etc.]
- Word Count: [X] words
- Publish Date: [date]
- Last Updated: [date]

**On-Page Factors**:
- Title: [exact title]
- Title contains keyword: Yes/No
- Meta description: [description]
- H1: [heading]
- URL structure: [clean/keyword-rich/etc.]

**Content Structure**:
- Headings (H2s): [list key sections]
- Media: [X] images, [X] videos
- Tables/Lists: Yes/No
- FAQ section: Yes/No

**Estimated Metrics**:
- Page backlinks: [X]
- Referring domains: [X]
- Social shares: [X]

**Why It Ranks #1**:
1. [Factor 1]
2. [Factor 2]
3. [Factor 3]

[Repeat for positions #2-10]

Identify Ranking Patterns

### Ranking Patterns Analysis

**Common Characteristics of Top 5 Results**:

| Factor | Avg/Common Value | Importance |
|--------|-----------------|------------|
| Word Count | [X] words | High/Med/Low |
| Domain Authority | [X] | High/Med/Low |
| Page Backlinks | [X] | High/Med/Low |
| Content Freshness | [timeframe] | High/Med/Low |
| HTTPS | [X]% | High/Med/Low |
| Mobile Optimized | [X]% | High/Med/Low |

**Content Format Distribution**:
- How-to guides: [X]/10
- Listicles: [X]/10
- In-depth articles: [X]/10
- Product pages: [X]/10
- Other: [X]/10

**Domain Type Distribution**:
- Brand/Company sites: [X]/10
- Media/News sites: [X]/10
- Niche blogs: [X]/10
- Aggregators: [X]/10

**Key Success Factors Identified**:

1. **[Factor 1]**: [Explanation + evidence]
2. **[Factor 2]**: [Explanation + evidence]
3. **[Factor 3]**: [Explanation + evidence]

Analyze SERP Features

### Featured Snippet Analysis

**Current Snippet Holder**: [URL]
**Snippet Type**: [Paragraph/List/Table/Video]
**Snippet Content**: 
> [Exact text/description of snippet]

**How to Win This Snippet**:
1. [Strategy based on current snippet]
2. [Content format recommendation]
3. [Structure recommendation]

---

### People Also Ask (PAA) Analysis

**Questions Appearing**:
1. [Question 1] → Currently answered by: [URL]
2. [Question 2] → Currently answered by: [URL]
3. [Question 3] → Currently answered by: [URL]
4. [Question 4] → Currently answered by: [URL]

**PAA Optimization Strategy**:
- Include these questions as H2/H3 headings
- Provide direct, concise answers (40-60 words)
- Use FAQ schema markup

---

### AI Overview Analysis

**AI Overview Present**: Yes/No
**AI Overview Type**: [Summary/List/Comparison/etc.]

**Sources Cited in AI Overview**:
1. [Source 1] - [Why cited]
2. [Source 2] - [Why cited]
3. [Source 3] - [Why cited]

**AI Overview Content Patterns**:
- Pulls definitions from: [source type]
- Lists information as: [format]
- Cites statistics from: [source type]

**How to Get Cited in AI Overview**:
1. [Specific recommendation]
2. [Specific recommendation]
3. [Specific recommendation]

Determine Search Intent

### Search Intent Analysis

**Primary Intent**: [Informational/Commercial/Transactional/Navigational]

**Evidence**:
- SERP features suggest: [analysis]
- Top results are: [content types]
- User likely wants: [description]

**Intent Breakdown**:
- Informational signals: [X]%
- Commercial signals: [X]%
- Transactional signals: [X]%

**Content Format Implication**:
Based on intent, your content should:
- Format: [recommendation]
- Tone: [recommendation]
- CTA: [recommendation]

Calculate True Difficulty

### Difficulty Assessment

**Overall Difficulty Score**: [X]/100

**Difficulty Factors**:

| Factor | Score | Weight | Impact |
|--------|-------|--------|--------|
| Top 10 Domain Authority | [avg] | 25% | [High/Med/Low] |
| Top 10 Page Authority | [avg] | 20% | [High/Med/Low] |
| Backlinks Required | [est.] | 20% | [High/Med/Low] |
| Content Quality Bar | [rating] | 20% | [High/Med/Low] |
| SERP Stability | [rating] | 15% | [High/Med/Low] |

**Realistic Assessment**:

- **New site (DA <20)**: [Can rank?] [Timeframe]
- **Growing site (DA 20-40)**: [Can rank?] [Timeframe]
- **Established site (DA 40+)**: [Can rank?] [Timeframe]

**Easier Alternatives**:
If too difficult, consider:
- [Alternative keyword 1] - Difficulty: [X]
- [Alternative keyword 2] - Difficulty: [X]

Generate Recommendations

## SERP Analysis Summary & Recommendations

### Key Findings

1. [Most important finding]
2. [Second important finding]
3. [Third important finding]

### Content Requirements to Rank

To compete for "[keyword]", you need:

**Minimum Requirements**:
- [ ] Word count: [X]+ words
- [ ] Backlinks: [X]+ referring domains
- [ ] Domain Authority: [X]+
- [ ] Content format: [type]
- [ ] Include: [specific elements]

**Differentiators to Win**:
- [ ] [Unique angle from analysis]
- [ ] [Missing element in current results]
- [ ] [SERP feature opportunity]

### SERP Feature Strategy

| Feature | Winnable? | Strategy |
|---------|-----------|----------|
| Featured Snippet | Yes/No | [strategy] |
| PAA | Yes/No | [strategy] |
| AI Overview | Yes/No | [strategy] |

### Recommended Content Outline

Based on SERP analysis:

Title: [Optimized title]

H1: [Main heading]

[Introduction - address intent immediately]

H2: [Section based on PAA/top results] H2: [Section based on PAA/top results] H2: [Section based on PAA/top results]

[FAQ section for PAA optimization]

[Conclusion with CTA]


### Next Steps

1. [Immediate action]
2. [Content creation action]
3. [Optimization action]

Example

User: "Analyze the SERP for 'how to start a podcast'"

Output:

# SERP Analysis: "how to start a podcast"

## SERP Overview

**Intent**: Informational (100%)
**Difficulty**: 72/100 (High)
**AI Overview**: Yes - comprehensive guide format

### SERP Features Present

| Feature | Present | Analysis |
|---------|---------|----------|
| AI Overview | ✅ | Lists steps, cites 3 sources |
| Featured Snippet | ✅ | Step-by-step list from Buzzsprout |
| People Also Ask | ✅ | 4 questions visible, expandable |
| Video Results | ✅ | 3 YouTube videos mid-page |
| Image Pack | ❌ | |

### Top 5 Results Analysis

| Pos | Domain | DA | Word Count | Format | Backlinks |
|-----|--------|-----|------------|--------|-----------|
| 1 | Buzzsprout | 71 | 8,500 | Ultimate Guide | 2,400 |
| 2 | Spotify | 93 | 3,200 | How-to Guide | 890 |
| 3 | Podcastinsights | 58 | 12,000 | Mega Guide | 1,800 |
| 4 | Transistor | 62 | 5,500 | Tutorial | 720 |
| 5 | HubSpot | 91 | 6,200 | Complete Guide | 1,100 |

### Why #1 Ranks First

Buzzsprout's guide succeeds because:
1. **Comprehensive** - Covers every step in detail
2. **Updated** - "2024" in title, recent updates
3. **Structured** - Clear numbered steps (owns featured snippet)
4. **Authoritative** - Podcast hosting company (topical authority)
5. **Supporting content** - Links to detailed sub-guides

### Featured Snippet Opportunity

**Current format**: Ordered list (steps)
**Current holder**: Buzzsprout

**To win snippet**:
- Create cleaner, more scannable list format
- Keep steps to 8-10 items max
- Start each step with action verb
- Include "how to start a podcast" in H2

### AI Overview Analysis

**Sources cited**:
1. Buzzsprout - "Choose your podcast topic"
2. Spotify for Podcasters - "Record and edit"
3. Wikipedia - Definition of podcasting

**Pattern**: AI pulls step-by-step instructions from guides with clear structure

### Content Requirements

To rank on page 1:
- **Word count**: 5,000+ words minimum
- **Format**: Step-by-step ultimate guide
- **Backlinks**: 500+ from relevant domains
- **Updates**: Must show current year
- **Unique angle**: Equipment comparisons, cost breakdowns, or specific niche focus

### Recommended Strategy

Given high difficulty, consider:
1. Target long-tail: "how to start a podcast for free" (Difficulty: 45)
2. Target niche: "how to start a podcast about [topic]" (Difficulty: 30)
3. Create supporting video content for video carousel
4. Focus on PAA optimization for quick wins

Advanced Analysis

Multi-Keyword SERP Comparison

Compare SERPs for [keyword 1], [keyword 2], [keyword 3]

Historical SERP Changes

How has the SERP for [keyword] changed over time?

Local SERP Variations

Compare SERP for [keyword] in [location 1] vs [location 2]

Mobile vs Desktop SERP

Analyze mobile vs desktop SERP differences for [keyword]

Tips for Success

Always check SERP before writing - Don't assume, verify
Match content format to SERP - If lists rank, write lists
Identify SERP feature opportunities - Lower competition than #1
Note SERP volatility - Stable SERPs are harder to break into
Study the outliers - Why does a weaker site rank? Opportunity!
Consider AI Overview optimization - Growing importance

Related Skills

keyword-research - Find keywords to analyze
competitor-analysis - Deep dive on ranking competitors
on-page-seo-auditor - Optimize based on findings
geo-content-optimizer - Optimize for AI citations

serp-analysis

Install Skill

SKILL.md