Competitive SERP Analytics: 2021 SEO Must-Haves to Gain an Edge

April 22, 2021
| READ 9 MIN
Competitive SERP Analytics: 2021 SEO Must-Haves to Gain an Edge Download PDF
competitive serp analytics 2021

Shoppers want to see relevant results right away when they search for a keyword or item. Are you showing up “above the fold”, on Google Search Engine Results Pages? Below are some unique ways you can get an edge against your competitors and improve your Share of Voice.

Search Engine Optimization (SEO) in 2021 is certainly everchanging. With more and more populated SERP (Search Engine Results Page) results, along with consistent algorithm changes from search engines, conventional insights are now inadequate for SEO analysts to compete with. The fact is, organic success is no longer the only benchmark you should try to hit, you should now be aiming to show up on all available SERP components.

The SERP analysis is a concept that has is available to uncover various blind spots the SEO analyst has been facing. The real-time regional SERP analysis helps SEO analysts to uncover key insights, which are otherwise hidden with insights merely from the respective search platform data.

GrowByData Search Intelligence gives you a unified, comprehensive view with granular SERP data analytics, enriched with crucial competitive key metrics and key analytical dimensions. It is an extension to the conventional SERP analytics uncovering current SEO challenges & opportunities across your various target locations & devices.

Below are the key applications & insights you can get with the GrowByData SERP Analytics report.

1. Opportunities to Beat Competitors:

Typically, SERP analysis is used while performing comprehensive keyword research to understand the search intent of relevant keywords, which is done by analyzing the SERP content for a keyword. Its results will tell you what keyword intent is being understood by the search engine.

serp analytics - analysis of keywords in terms of performance

For example: Consider a long-tail keyword phrase “Best Outdoor Wireless Camera”. The SERP content for this keyword showed that 9 of the 10 SERP results are blog articles. This implies that Google is considering the intent of this keyword as the “research/interest” phase. Therefore, to compete with this keyword phrase, the chances of ranking higher increase with informational content, rather than a product page or a category page.

Besides keyword research, SERP content analysis also helps to figure out how competitive this keyword is, based on metrics such as: “Referring Domains,” “Backlinks”, “Social Sharing”, “Alexa Ranking”, and “Domain Authority” of each ranking page. However, the table above (Fig 1) tell us that only the top 2 organic results are above the fold (or the area of a web page which is visible to the user before scrolling down), and the competitor listed in the first position i.e., pcmag.com, has very good numbers in terms of the ‘Referring Domain’ and ‘Alexa Ranking’. However, the domain in position 2 has a higher number of ‘Referring’ domains, but a low ‘Alexa Ranking’. Therefore, if your website has a good number of ‘Referring Domains’ and if your ‘Alexa Ranking’, ‘Domain A’, and ‘Social Sharing’ metrics are better than your competitors, you will have a much better chance at displacing them with your informational content.

2. Threats to Organic Traffic

above the fold analysis

In Fig 2, the keyword phrase “Best Outdoor Wireless Camera” is showing in the top 3 above the fold organic results in February. However, “Shopping Ads” are above the fold for the same keywords in March. This means someone took the opportunity to outrank the organic results using Shopping Ads. (Further Discussed Below)

Logically, results “Above the Fold” have higher CTR which can create a threat for other results.

Why?

Users want to see relevant results right away when they search for any keyword or item. Thus, enabling them to click the results that are shown “above the fold” in SERPs. What is seen above the fold can change purchasing behaviors on Google.

It does not mean that marketers should stop optimizing and planning to get to the top results of the SERP. After analyzing the data, we found that big brands are trying to rank on various SERP components to increase their Share of Voice over Google Search only.

3. Planning the Right Content for Keywords:

Are you planning the right content compared to your top competitors in the SERP?

What are your competitors’ results for specific keywords?

To answer this, we categorized the top competitors according to URL and Domain Type. The chosen Electronics keywords were categorized like such:

keyword SERP results categorization

keyword coverage analysis (URL Type)

Keyword Coverage Analysis - Domain Type

The collected data were categorized above based on URL and Domain Type, to present them as competitors and non-Competitors.

If we look at the keyword “Best Outdoor Wireless Camera”, 90% of the top results show article page and “Informational Sites” (which cover a high number of Referring domains, Alexa Rank, and Social Media Shares). This infers that 90% of SERP results are showing article-based results from Informational Sites (Non-Competitors).

However, if we look at the keyword “Small Cctv Camera”, 59% of top results show Marketplace and 41% show Retailers in Domain Categorization, whereas 70% of the top results show Category Based URL. Only 30% show the Product Detail page, with no Article-based URL and Informational Site. This infers that 100% of the top results are the product competitors.

What can be done?

i. Create or plan “Informational Content” to target the specific keywords with better content, optimization, and fulfill the needs of the users.

ii. If you meet the criteria of having a high Alexa Ranking, Social shares, and Referring domains, then you can compete with product detail or listing pages. You can analyze the data as shown in Fig 1 and focus on optimizing to meet the criteria.

iii. The next option is using available SERP components. You can target either Text or Shopping Ads, which can be achieved with proper optimization and planning, as shown in Fig 6.

4. Other SERP Feature Opportunities

SERP Feature analysis can help webmasters to evaluate the status of their focused keywords and the relevancy in terms of competitors.

SERP Analytics - SERP components analysis

When analyzing the SERP data for each keyword, there are several opportunities that can be taken advantage of. For example, the keyword phrase “Best Outdoor Wireless Camera” displays People Also Ask, Popular Products, and Sponsored Ads on their organic results. This signifies that there are opportunities for other SERP features such as “Featured Snippets”, “Videos”, or “Popular Tweets”, which can be obtainable through share efforts on specific SERP components.

SERP Share of Voice advises using every opportunity that comes your way. Measuring your brand visibility, reach, mentions, organic traffics, and other components. We recently hosted a Share of Voice related webinar and will be hosting many more state-of-the-art eCommerce growth webinars in the future.

Search Intelligence is a powerful tool that allows you to gain unified insights into data on SERP components such as threats or opportunities of above the fold, SERP Features, Organic opportunities, Competitor SERP Status, etc. GrowByData’s search monitoring insights help you to gain a competitive edge, with holistic visibility into Search, Product, and Marketplace intelligence. With holistic SERP data, you can create a proper marketing strategy to compete with your competitors, even if you are new to the industry.

Learn more about the Marketing Intelligence.

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Team of Data Analyst, Business Analyst, and Project Managers with years of experience in data analysis and online retail industry

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