SEO
How to Do a SERP Analysis
SERP analysis is a process that helps you determine if and how you can rank for a keyword and whether the effort is worth the reward.
It’s important because not all keywords are created equal. Some are harder to rank for than others, so you must choose wisely.
In this guide, you’ll learn how to analyze a SERP to see if it’s crackable.
Let’s get started.
The first step of a SERP analysis is to get a rough sense of the traffic opportunity and ranking difficulty opportunity.
To do this, we can use two of Ahrefs’ core metrics: Keyword Difficulty and Traffic Potential.
- Keyword Difficulty (KD) estimates how hard it will be to rank on the first page of Google for a keyword on a scale from 0 to 100.
- Traffic Potential (TP) is the total estimated monthly search traffic to the top-ranking page for a keyword.
Using these two metrics, we will be able to get a top-level overview of the SERP and determine whether it’s worth further investigation.
Let’s use Ahrefs’ Keywords Explorer to get a quick, high-level view of the keyword “when were dogs domesticated.”
So what exactly is the overview showing us?
We can see the keyword “when were dogs domesticated” has a super hard KD of 73 but a low TP of 3.2K.
At first glance, this query doesn’t appear to be worth the effort. But it may warrant further investigation if this topic is lucrative for your business.
With a super hard KD of 73, Ahrefs estimates that we will need ~235 links to rank in the top 10 for this SERP, which will require a fair amount of resources to compete.
Generally speaking, it is better to look for low-KD and high-TP queries, where possible.
To better understand the effort-to-reward ratio for this query, and any others, we can plot the effort-to-reward ratio in an XY graph:
- Top left: Golden opportunities (low investment, high reward).
- Top right: Long-term opportunities (high investment, high reward).
- Bottom left: Possible opportunities (low rewards, so effort might not be worth it).
- Bottom right: Try to avoid (unless it’s a highly lucrative topic for your business).
Our query for “when were dogs domesticated” falls into the “high effort, low reward” quadrant, so it may not be worth the effort.
We are looking for a query that falls in the top left-hand section. In most cases, these will be the golden keyword opportunities.
Avoid queries that fall into the bottom right section where possible unless it is particularly lucrative for your business.
Let’s try to find a search with more opportunity.
Let’s plug in “how to leash train a dog” into Ahrefs’ Keywords Explorer and see if this keyword has better metrics.
We can see that this query has a medium KD of 18 but a much higher TP of 24K. Great!
We can see that this search has a much better effort-to-reward ratio than our previous query, so let’s scroll down the page in Keywords Explorer to the SERP overview and investigate if (and how) we can rank.
Now that we have completed our top-level overview, we can consider other factors using the SERP overview in Ahrefs’ Keywords Explorer.
We should consider four key elements in our SERP analysis when investigating the ranking difficulty:
1. Domain Rating (DR)
DR is one of Ahrefs’ most widely used metrics in SEO. It shows the relative strength of a website’s backlink profile on a scale from 0 to 100.
It’s not a Google ranking factor, but there are a couple of reasons why it can be easier for high-DR sites to rank on Google:
- They can boost a page’s strength with internal links – High-DR sites have lots of strong pages. They can funnel some of this strength to specific pages with internal links.
- They are often trusted brands – People may prefer to click these results on the SERPs. They may also have more topical authority, which may help.
These reasons explain why 64.9% of SEOs pay attention to DR when analyzing their chances to rank:
While it’s certainly possible to outrank a higher DR site, a good rule of thumb is to look for pages ranking in the top 10 with the same DR as you or lower. By doing this, we can maximize our chances of appearing on the SERP.
If we return to our previous query “how to leash train a dog” and look at the SERP overview, we can see that the first result comes from a DR 90 site.
Even with a high-DR site, this looks hard to beat.
- Scanning down the DR column, we can see that 8 out of 10 sites have a DR of 70+, so we could potentially be on the back foot from the start with this query.
- Jumping to the sixth result, we can see that it has a DR of 26, which suggests that this SERP is crackable, at least in terms of DR.
Finding outliers like this DR 26 site is what we need to be focusing on at this stage. It can mean that ranking on this SERP with a ≤ 70 DR site is possible.
Assuming that we don’t have a DR 70+ site, our hopes of ranking will most likely rest on equalling the ranking of the DR 26 site.
It is worth noting that the traffic this site receives is estimated to be around 833, which is a lot lower than our original estimated 24K TP.
With these revised figures, we need to reevaluate whether the effort is worth the reward at this stage. That depends on our website’s authority, our risk appetite, and the resources available.
Although DR plays an important initial role in our SERP analysis, there are other factors that we should consider as well, such as links.
2. Links
If you ask an SEO what the top Google ranking factors are, chances are they will mention “backlinks” in their reply.
But what exactly is a backlink? Simply put, backlinks are clickable links from one website to another.
Backlinks are also highly important for ranking on Google, as they are one of eight confirmed ranking factors.
We saw in step #1 that KD can give us a broad indication of how many links we will need to rank, but actual link numbers will vary from site to site.
Let’s return to our query for “how to leash train a dog” in the SERP overview and take a closer look at the links.
- Looking at the Domains column in the above image, we can see that the first result has 521 referring domains. Unless we can acquire over 521 referring domains, we should rule out the possibility of outranking this result.
- The second result has 116 domains. Again, this seems relatively high, so we should probably rule out outranking this result too.
- Positions #3–10, however, have ≤ 36 domains each, which is where the most opportunities lie on this SERP.
We can see from this link analysis that the lower end of the SERP is much easier to crack—at least in terms of links.
If we hone in on the sixth result, we can see that this site only has eight domains.
Acquiring more than eight domains should be achievable for most businesses, so this could be a great opportunity.
We only need to be aware that the estimated traffic for the sixth result is much lower than our initial TP estimate of 24K and is now 851.
Looking at the rest of the SERP’s traffic, we can see that rather than gradually declining, the eighth and 10th results have more impressive estimated traffic, 5,895 and 3,643, respectively.
This may mean that the estimated traffic opportunity may not be as low as 851, but it can vary depending on our exact position.
So far, just using DR and links, we have seen how feasible it will be for us to rank on this SERP. We can see that the lower half of the SERP (from positions #6–10) is most achievable at this stage.
Now we will need to consider the role of search intent on the SERP.
3. Search intent
Search intent is used to describe the primary reason for an online search. In other words, it indicates why the user typed their query into the search engine in the first place.
But what does search intent mean in terms of our SERP analysis?
In a nutshell: Our webpage needs to provide the best answer for the query to rank well on the SERP. Identifying the dominant search intent on the SERP can help determine how or if we will compete.
Most content on the internet falls into the categories below and, for our SERP analysis, it makes sense to use this categorization:
- Blog posts
- Category pages
- Product pages
- Landing pages
- Videos
Let’s use Ahrefs’ own keywords to explore this concept in more detail.
Say we have a website that we want to rank for “backlink checker,” and we have written a blog post targeting that query.
This alone will not enable us to rank for this query, as the intent of this search is strongly aligned toward SEO tool companies with big backlink databases—like Ahrefs. For these types of websites, the backlink checker is likely to be one of their main product pages.
If you thought of it, why would you click on a result for “backlink checker” that didn’t have a backlink checker product?
You probably wouldn’t.
This rules out the possibility of targeting this keyword for the average website creating a simple blog post on this topic.
Let’s consider another more visual example using Ahrefs’ Keywords Explorer. Let’s plug in the keyword “how to draw a picasso face” and scroll down to the SERP overview.
With this query, we can see that 4 out of the top 6 results on this SERP are video-based. Therefore, we can see that the search intent is focused on video content.
Because this format of content is so dominant at the top of the SERP, it will likely be tough to rank near the top of this SERP unless we create video content ourselves.
Returning to the SERP overview for our “how to leash train a dog” search query, we can see that the majority of the articles here are blog posts, but the fifth result is a video SERP feature.
This indicates that, at least for some searches, searchers are looking for video guides rather than blog posts about this topic.
With this type of mixed search intent, it is best to create content in both formats, assuming you have the expertise and resources to compete. This will likely increase the chances of appearing on the SERP for this particular keyword.
In summary, we have seen how analyzing search intent can help inform our SERP strategy and determine if and how we will compete.
Let’s now take a look at content quality.
4. Content quality
It’s worth being aware that the standard of content Google expects can be much higher for certain topics.
For example, in a Your Money or Your Life (YMYL) topic, such as medical advice, you likely need to provide content created or reviewed by doctors to compete on the SERP.
Google defines YMYL topics as the following:
Unless you have the resources to compete on these types of SERPs, then it is a good idea to stay clear of them.
Even in non-YMYL topics, such as product reviews, there are sites like Wirecutter independently reviewing thousands of products every year with great success. So it’s not just YMYL topics that have extremely high-quality content.
Wirecutter now has the backing of The New York Times, so it has tremendous resources at hand.
Looking at its website, it typically updates or publishes around 10 articles per day, and this is despite its reviews taking “weeks or months of research” to complete.
So how do high-quality sites like Wirecutter impact our SERP analysis?
Simply put, if there is a website that has high-quality content within the SERP, then you should consider whether you have the resources to compete and outrank them.
The final step of our SERP analysis is to check for any other opportunities. One of the biggest opportunities you can take advantage of is SERP features.
Google seems to have hinted it as one of its priorities for search as far back as 2007. According to then-representative Marissa Mayer:
We [Google] want to help you find the very best answer, even if you don’t know where to look.
But what exactly is a SERP feature, and how can we identify it?
A SERP feature is any result on the SERPs that is not a traditional organic search result.
In brief, these are some of the most common SERP features and their basic requirements:
- Featured snippets – Provide a concise answer to a query.
- Video carousels – Create a YouTube video on the topic.
- Image packs – Provide a relevant image of what people are looking for.
- Top stories – Publish relevant news stories on the topic.
- People Also Ask – Answer a related question on the topic.
Using Ahrefs’ Site Explorer, we can see a list of current SERP features in the Organic keywords report by entering any website into the search bar and then clicking on the SERP features filter.
In the example below, I have used ahrefs.com.
Filtering results by specific SERP features can be useful for competitor analysis or simply understanding which SERP features your website ranks for.
So what do SERP features look like in the wild?
Let’s take a look at a featured snippet for “what are cats whiskers for” in Google search.
As we can see above, appearing in a featured snippet will mean you get more SERP real estate than a standard organic listing and will also mean that the result appears at the top of the search results.
This is why SERP features are considered by some SEOs as the cheat codes for SEO. They can also potentially drive more traffic than your average organic result.
If we return to our previous example of “how to leash train a dog,” we can see that the SERP overview has identified the fifth result on this SERP as a video SERP feature.
Let’s click on the caret next to Videos to expand this result.
Once we click on the caret, we can see the expanded result.
There are three videos in the carousel from 2016, 2017, and 2021. If we had the resources to create video content for this query, creating a more up-to-date, high-quality video could be a valuable shortcut to ranking well on this SERP.
Assuming we managed to rank a video in the fifth position, this would leapfrog the DR 26 website we looked at earlier in the sixth position.
If you created a blog post and a YouTube video targeting this search, you could acquire traffic from two sources rather than just one.
In summary, targeting SERP features is worth your time if you have the resources available. Winning SERP features allows us to acquire more SERP real estate instead of just appearing for a single organic result for a search query.
Final thoughts
Conducting a SERP analysis may sound daunting at first, but Keywords Explorer makes it easy by giving you an overview of the key metrics you need to consider.
After that, it’s just a case of following the process and asking yourself:
- Can you provide a better answer to a keyword query than what is on the current SERP?
- Can you create higher-quality content than the top result for the query?
- Do you have sufficient resources to create the content?
- Are there any SERP features you can target to win more SERP real estate?
If the answer is “yes” to most of the above questions, you should have a decent chance of cracking the SERP.
What’s your experience with SERP analysis? Got more questions? Ping me on Twitter. 🙂
SEO
Stop Overcomplicating Things. Entity SEO is Just SEO
“Entity SEO”.
Sounds scary, doesn’t it? Not only does the word “entity” sound foreign, it feels like yet another thing to add to your never-ending SEO to-do list. You’re barely afloat when it comes to SEO, but ohgawd here comes one more new thing to dedicate your scarce resources.
I have good news for you though: You don’t have to do entity SEO.
Why? Because you’re probably already doing it.
Let’s start from the beginning.
In 2012, Google announced the Knowledge Graph. The Knowledge Graph is a knowledge base of entities and the relationships between them.
An entity is any object or concept that can be distinctly identified. This includes tangibles like people, places, and organizations, and intangibles like colors, concepts, and feelings.
For example, the footballer Federico Chiesa is an entity:
So is the famous British-Indian restaurant Dishoom:
Entities are connected by edges, which describe the relationships between them.
Introducing the Knowledge Graph helped improve Google’s search results because:
- Google could better understand search intent — People search for the same thing but describe it in different ways. Google can now understand this and serve the same results.
- It reduced reliance on keyword matching — Matching the number of keywords on a page doesn’t guarantee relevance; also it prevents crafty SEOs from keyword stuffing.
- It reduced Google’s computational load — The Internet is virtually infinite and Google simply cannot understand the meaning of every word, paragraph, webpage, and website. Entities provide a structure where Google can improve understanding while minimizing load.
For example, even though we didn’t mention the actor’s name, Google can understand we’re looking for Harrison Ford and therefore shows his filmography:
That’s because Hans Solo and Harrison Ford are closely connected entities in the Knowledge Graph. Google shows Knowledge Graph data in SERP features like Knowledge Panels and Knowledge Cards.
With this knowledge, we can then define entity SEO as optimizing your website or webpages for such entities.
If Google has moved to entity-oriented search, then entity SEO is just SEO. As my colleague Patrick Stox says, “The entity identification part is more on Google’s end than on our end.”
I mean, if you look at the ‘entity SEO’ tactics you find in blog posts, you’ll discover that they’re mostly just SEO tactics:
- Earn a Wikipedia page
- Create a Google Business Profile
- Add internal links
- Create all digital assets Google is representing on the page (e.g., videos, images, Twitter)
- Develop topical authority
- Include semantically related words on a page
- Add schema markup
Let’s be honest. If you’re serious about SEO and are investing in it, then it’s likely you’re already doing most of the above.
Regardless of entities, wouldn’t you want a Wikipedia page? After all, it confers benefits beyond “entity SEO”. Brand recognition, backlinks from one of the world’s most authoritative sites (albeit nofollow)—any company would want that.
If you’re a local business, you’ve probably created a Google Business Profile. Adding internal links is just SEO 101.
And billions of blistering barnacles, creating all digital assets Google wants to see, like images and videos, is practically marketing 101. If you’re a Korean recipe site and want to be associated with the kimchi jjigae entity, wouldn’t you already know you need to make a video and have photos of the cooking process?
When I started my breakdance site years ago, I knew nothing about SEO and content marketing but I still knew I needed to make YouTube videos. Because guess what? It’s hard to learn breakdancing from words. I don’t think I needed an entity SEO to tell me that.
Topical authority is an SEO concept where a website aims to become the go-to authority on one or more topics. Call me crazy, but it feels like blogging 101. Read most guides on how to start a blog and I’m sure you’ll find a subheading called “niche down”. And once you niche down, it’s inevitable you’ll create content surrounding that one topic.
If I start a breakdance site, what are the chances I’ll write about contemporary dance or pop art? Pretty low.
In fact, topical authority is similar to the Wiki Strategy, which Nat Eliason wrote about in 2017. There wasn’t a single mention of entities. It was just the right way to make content for the Internet.
I think the biggest problem here isn’t entities versus keywords or that topical authority is a brand-new strategy. It’s simply that many SEOs are driven by short-sightedness or the wrong incentives.
You can target a whole bunch of unrelated keywords that have high search volume, gain incredible amounts of search traffic, and brag about how successful you are as an SEO.
Some of the pages sending HubSpot the most search traffic has barely anything to do with their core product. A page on how to type the shrug emoji? The most famous quotes?
This is not to single out HubSpot—I’m sure they have their reasons, as explored by Ryan here—but to illustrate that many companies do the exact same thing. And when Google stops rewarding this behavior, all of a sudden companies realise they do need to write about their core competencies. They need to “build topical authority”.
I don’t want to throw the baby out with the bathwater because I do see value in the last two ‘entity SEO tactics’. But again, if you’re doing something similar to the Wiki Strategy for your site, chances are you would have naturally included entities or semantically relevant words without thinking too much about it. It’s difficult to create content about kimchi jjigae without mentioning kimchi, pork, or gochujang.
However, to prevent the curse of knowledge or simply to avoid blindspots, checking for important subtopics you might have missed is useful. At Ahrefs, we run a page-level content gap analysis and look out for subtopics:
For example, if we ran a content gap analysis on “inbound marketing” for the top three ranking pages, we see that we might need to include these subtopics:
- What is inbound marketing
- Inbound marketing strategy
- Inbound marketing examples
- Inbound marketing tools
Finally, adding schema markup makes the most sense because it’s how Google recognizes entities and better understands the content of web pages. But if it’s just one new tactic—which I believe is already part of ‘standard’ SEO and you might already be doing it—then there’s no need to create a category to define the “new era” (voice SEO, where art thou?)
Final thoughts
Two years ago, someone on Reddit asked for an SEO workflow that utilized super advanced SEO methodologies:
The top answer: None of the above.
When our Chief Marketing Officer Tim Soulo tweeted about this Reddit thread, he got similar replies too:
And even though I don’t know him, this is a person after my own heart:
You don’t have to worry about entity SEO. If you have passion for a topic and are creating high-quality content that fulfills what people are looking for, then you’re likely already doing “entity SEO”.
Just follow this meme: Make stuff people like.
SEO
Assigning The Right Conversion Values To Make Value-Based Bidding Work For Lead Gen
Last week, we tackled setting your data strategy for value-based bidding.
The next key is to assign the right values for the conversion actions that are important to your business.
We know this step is often seen as trickier for lead gen-focused businesses than, say, ecommerce businesses.
How much is a whitepaper download, newsletter signup, or online quote request worth to your business? While you may not have exact figures, that’s OK. What you do know is they aren’t all valued equally.
Check out the quick 2-minute video in our series below, and then keep reading as we dive deeper into assigning conversion values to optimize your value-based bidding strategy.
Understanding Conversion Values
First, let’s get on the same page about what “conversion value” means.
A conversion refers to a desired action taken by a user, such as filling out a lead form, making a purchase, or signing up for a newsletter.
Conversion value is simply a numerical representation of how much each of these conversions is worth to your business.
Estimating The Value Of Each Conversion
Ideally, you’d have a precise understanding of how much revenue each conversion generates.
However, we understand that this is not always feasible.
In such cases, it’s perfectly acceptable to use “proxy values” – estimations that align with your business priorities.
The important thing is to ensure that these proxy values reflect the relative importance of different conversions to your business.
For example, a whitepaper download may indicate less “value” than a product demo registration based on what you understand about your past customer acquisition efforts.
Establishing Proxy Values
Let’s explore some scenarios to illustrate how you might establish proxy values.
Take the event florist example mentioned in the video. You’ve seen that clients who provide larger guest counts or budgets in their online quote requests tend to result in more lucrative events.
Knowing this, you can assign higher proxy values to these leads compared to those with smaller guest counts or budgets.
Similarly, if you’re an auto insurance advertiser, you might leverage your existing lead scoring system as a basis for proxy values. Leads with higher scores, indicating a greater likelihood of a sale, would naturally be assigned higher values.
You don’t need to have exact value figures to make value-based bidding effective. Work with your sales and finance teams to help identify the key factors that influence lead quality and value.
This will help you understand which conversion actions indicate a higher likelihood of becoming a customer – and even which actions indicate the likelihood of becoming a higher-value customer for your business.
Sharing Conversion Values With Google Ads
Once you’ve determined the proxy values for your conversion actions, you’ll need to share that information with Google Ads. This enables the system to prioritize actions that drive the most value for your business.
To do this, go to the Summary tab on the Conversions page (under the Goals icon) in your account. From there, you can edit your conversion actions settings to input the value for each. More here.
As I noted in the last episode, strive for daily uploads of your conversion data, if possible, to ensure Google Ads has the most up-to-date information by connecting your sources via Google Ads Data Manager or the Google Ads API.
Fine-Tuning With Conversion Value Rules
To add another layer of precision, you can utilize conversion value rules.
Conversion value rules allow you to adjust the value assigned to a conversion based on specific attributes or conditions that aren’t already indicated in your account. For example, you may have different margins for different types of customers.
Instead of every lead form submission having the same static value you’ve assigned, you can tell Google Ads which leads are more valuable to your business based on three factors:
- Location: You might adjust conversion values based on the geographical location of the user. For example, if users in a particular region tend to convert at a higher rate or generate more revenue.
- Audience: You can tailor conversion values based on specific audience segments, such as first-party data or Google audience lists.
- Device: Consider adjusting conversion values based on the device the user is using. Perhaps users on mobile devices convert at a higher rate – you could increase their conversion value to reflect that.
When implementing these rules, your value-based bidding strategies (maximize conversion value with an optional target ROAS) will take them into account and optimize accordingly.
Conversion value rules can be set at the account or campaign levels. They are supported in Search, Shopping, Display, and Performance Max campaigns.
Google Ads will prioritize showing your ads to users predicted to be more likely to generate those leads you value more.
Conversion Value Rules And Reporting
These rules also impact how you report conversion value in your account.
For example, you may value a lead at $5, but know that these leads from Californian users are typically worth twice as much. With conversion value rules, you could specify this, and Google Ads would multiply values for users from California by two and report that accordingly in the conversion volume column in your account.
Additionally, you can segment your conversion value rules in Campaigns reporting to see the impact by selecting Conversions, then Value rule adjustment.
There are three segment options:
- Original value (rule applied): Total original value of conversions, which then had a value rule applied.
- Original value (no rule applied): Total recorded value of conversions that did not have a value rule applied.
- Audience, Location, Device, or No Condition: The net adjustment when value rules were applied.
You can add the conversion value rules column to your reporting as well. These columns are called “All value adjustment” and “Value adjustment.”
Also note that reporting for conversion value rules applies to all conversions, not just the ones in the ‘conversions’ column.
Conversion Value Rule Considerations
You can also create more complex rules by combining conditions.
For example, if you observe that users from Texas who have also subscribed to your newsletter are exceptionally valuable, you could create a rule that increases their conversion value even further.
When using conversion value rules, keep in mind:
- Start Simple: Begin by implementing a few basic conversion value rules based on your most critical lead attributes.
- Additive Nature of Rules: Conversion value rules are additive. If multiple rules apply to the same user, their effects will be combined.
- Impact on Reporting: The same adjusted value that’s determined at bidding time is also used for reporting.
- Regular Review for Adjustment: As your business evolves and you gather more data, revisit your conversion values and rules to ensure they remain aligned with your goals.
Putting The Pieces Together
Assigning the right values to your conversions is a crucial step in maximizing the effectiveness of your value-based bidding strategies.
By providing Google Ads with accurate and nuanced conversion data, you empower the system to make smarter decisions, optimize your bids, and ultimately drive more valuable outcomes for your business.
Up next, we’ll talk about determining which bid strategy is right for you. Stay tuned!
More resources:
Featured Image: BestForBest/Shutterstock
SEO
Expert Embedding Techniques for SEO Success
AI Overviews are here, and they’re making a big impact in the world of SEO. Are you up to speed on how to maximize their impact?
Watch on-demand as we dive into the fascinating world of Google AI Overviews and their functionality, exploring the concept of embeddings and demystifying the complex processes behind them.
We covered which measures play a crucial role in how Google AI assesses the relevance of different pieces of content, helping to rank and select the most pertinent information for AI-generated responses.
You’ll see:
- An understanding of the technical side of embeddings & how they work, enabling efficient information retrieval and comparison.
- Insights into AI Content curation, including the criteria and algorithms used to rank and choose the most relevant snippets for AI-generated overviews.
- A visualization of the step-by-step process of how AI overviews are constructed, with a clear perspective on the decision-making process behind AI-generated content.
With Scott Stouffer from Market Brew, we explored their AI Overviews Visualizer, a tool that deconstructs AI Overviews and provides an inside look at how Snippets and AI Overviews are curated.
If you’re looking to clarify misconceptions around AI, or looking to face the challenge of optimizing your own content for the AI Overview revolution, then be sure to watch this webinar.
View the slides below, or check out the full presentation for all the details.
Join Us For Our Next Webinar!
[Expert Panel] How Agencies Leverage AI Tools To Drive ROI
Join us as we discuss the importance of AI to your performance as an agency or small business, and how you can use it successfully.
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