---
name: serp-analysis
version: "3.0.0"
description: 'This skill should be used when the user asks to "analyze search results", "SERP analysis", "what ranks for", "SERP features", "why does this page rank", "what is on page one for this query", "who ranks for this keyword", or "what does Google show for". 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. For tracking rankings over time, see rank-tracker. For keyword discovery, see keyword-research.'
license: Apache-2.0
compatibility: "Claude Code ≥1.0, skills.sh marketplace, ClawHub marketplace, Vercel Labs skills ecosystem. No system packages required. Optional: MCP network access for SEO tool integrations."
allowed-tools: WebFetch
metadata:
  openclaw:
    requires:
      env: []
      bins: []
    primaryEnv: AHREFS_API_KEY
  author: aaron-he-zhu
  version: "3.0.0"
  geo-relevance: "high"
  tags:
    - seo
    - geo
    - serp
    - search results
    - ranking factors
    - serp features
    - ai overviews
    - featured snippets
    - search intent
    - serp-features
    - featured-snippet
    - google-ai-overview
    - ai-overview
    - people-also-ask
    - knowledge-panel
    - serp-composition
    - position-zero
    - serp-intent
  triggers:
    - "analyze search results"
    - "SERP analysis"
    - "what ranks for"
    - "SERP features"
    - "why does this page rank"
    - "featured snippets"
    - "AI overviews"
    - "what's on page one for this query"
    - "who ranks for this keyword"
    - "what does Google show for"
---

# SERP Analysis


> **[SEO & GEO Skills Library](https://skills.sh/aaron-he-zhu/seo-geo-claude-skills)** · 20 skills for SEO + GEO · Install all: `npx skills add aaron-he-zhu/seo-geo-claude-skills`

<details>
<summary>Browse all 20 skills</summary>

**Research** · [keyword-research](../keyword-research/) · [competitor-analysis](../competitor-analysis/) · **serp-analysis** · [content-gap-analysis](../content-gap-analysis/)

**Build** · [seo-content-writer](../../build/seo-content-writer/) · [geo-content-optimizer](../../build/geo-content-optimizer/) · [meta-tags-optimizer](../../build/meta-tags-optimizer/) · [schema-markup-generator](../../build/schema-markup-generator/)

**Optimize** · [on-page-seo-auditor](../../optimize/on-page-seo-auditor/) · [technical-seo-checker](../../optimize/technical-seo-checker/) · [internal-linking-optimizer](../../optimize/internal-linking-optimizer/) · [content-refresher](../../optimize/content-refresher/)

**Monitor** · [rank-tracker](../../monitor/rank-tracker/) · [backlink-analyzer](../../monitor/backlink-analyzer/) · [performance-reporter](../../monitor/performance-reporter/) · [alert-manager](../../monitor/alert-manager/)

**Cross-cutting** · [content-quality-auditor](../../cross-cutting/content-quality-auditor/) · [domain-authority-auditor](../../cross-cutting/domain-authority-auditor/) · [entity-optimizer](../../cross-cutting/entity-optimizer/) · [memory-management](../../cross-cutting/memory-management/)

</details>

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

1. **SERP Composition Analysis**: Maps what appears on the results page
2. **Ranking Factor Identification**: Reveals why top results rank
3. **SERP Feature Mapping**: Identifies featured snippets, PAA, knowledge panels
4. **AI Overview Analysis**: Examines when and how AI answers appear
5. **Intent Signal Detection**: Confirms user intent from SERP composition
6. **Content Format Recommendations**: Suggests optimal format based on SERP
7. **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]?
```

## Data Sources

> See [CONNECTORS.md](../../CONNECTORS.md) for tool category placeholders.

**With ~~SEO tool + ~~search console + ~~AI monitor connected:**
Automatically fetch SERP snapshots for target keywords, extract ranking page metrics (domain authority, backlinks, content length), pull SERP feature data, and check AI Overview presence using ~~AI monitor. Historical SERP change data and mobile vs. desktop variations can be retrieved automatically.

**With manual data only:**
Ask the user to provide:
1. Target keyword(s) to analyze
2. SERP screenshots or detailed descriptions of search results
3. URLs of top 10 ranking pages
4. Search location and device type (mobile/desktop)
5. Any observations about SERP features (featured snippets, PAA, AI Overviews)

Proceed with the full analysis using provided data. Note in the output which metrics are from automated collection vs. user-provided data.

## Instructions

When a user requests SERP analysis:

1. **Understand the Query**

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

2. **Map SERP Composition**

   Document all elements appearing on the results page: AI Overview, ads, featured snippet, organic results, PAA, knowledge panel, image pack, video results, local pack, shopping results, news results, sitelinks, and related searches.

3. **Analyze Top Ranking Pages**

   For each of the top 10 results, document: URL, domain, domain authority, content type, word count, publish/update dates, on-page factors (title, meta description, H1, URL structure), content structure (headings, media, tables, FAQ), estimated metrics (backlinks, referring domains), and why it ranks.

4. **Identify Ranking Patterns**

   Analyze common characteristics across top 5 results: word count, domain authority, backlinks, content freshness, HTTPS, mobile optimization. Document content format distribution, domain type distribution, and key success factors.

5. **Analyze SERP Features**

   For each present SERP feature: analyze the current holder, content format, and strategy to win. Cover Featured Snippet (type, content, winning strategy), PAA (questions, current answers, optimization approach), and AI Overview (sources cited, content patterns, citation strategy).

6. **Determine Search Intent**

   Confirm primary intent from SERP composition. Document evidence, intent breakdown percentages, and content format implications (format, tone, CTA).

7. **Calculate True Difficulty**

   Score overall difficulty (1-100) based on: top 10 domain authority, page authority, backlinks required, content quality bar, and SERP stability. Provide realistic assessments for new, growing, and established sites, plus easier alternatives.

8. **Generate Recommendations**

   Produce a summary with: Key Findings, Content Requirements to Rank (minimum requirements + differentiators), SERP Feature Strategy, Recommended Content Outline, and Next Steps.

   > **Reference**: See [references/analysis-templates.md](./references/analysis-templates.md) for detailed templates for each step.

## Validation Checkpoints

### Input Validation
- [ ] Target keyword(s) clearly specified
- [ ] Search location and device type confirmed
- [ ] SERP data is current (date confirmed)
- [ ] Top 10 ranking URLs identified or provided

### Output Validation
- [ ] Every recommendation cites specific data points (not generic advice)
- [ ] SERP composition mapped with all features documented
- [ ] Ranking factors identified from actual top 10 analysis (not assumptions)
- [ ] Content requirements based on observed patterns in current SERP
- [ ] Source of each data point clearly stated (~~SEO tool data, ~~AI monitor data, user-provided, or manual observation)

## Example

> **Reference**: See [references/example-report.md](./references/example-report.md) for a complete example analyzing the SERP for "how to start a podcast".

## 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

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


## Reference Materials

- [Analysis Templates](./references/analysis-templates.md) — Detailed templates for each analysis step (SERP composition, top results, ranking patterns, features, intent, difficulty, recommendations)
- [SERP Feature Taxonomy](./references/serp-feature-taxonomy.md) — Complete taxonomy of SERP features with trigger conditions, AI overview framework, intent signals, and volatility assessment
- [Example Report](./references/example-report.md) — Complete example analyzing the SERP for "how to start a podcast"

## Related Skills

- [keyword-research](../keyword-research/) — Find keywords to analyze
- [competitor-analysis](../competitor-analysis/) — Deep dive on ranking competitors
- [on-page-seo-auditor](../../optimize/on-page-seo-auditor/) — Optimize based on findings
- [geo-content-optimizer](../../build/geo-content-optimizer/) — Optimize for AI citations
- [meta-tags-optimizer](../../build/meta-tags-optimizer/) — Optimize SERP appearance with meta tags
- [rank-tracker](../../monitor/rank-tracker/) — Track keyword position changes in SERPs
- [performance-reporter](../../monitor/performance-reporter/) — Track SERP visibility metrics over time

