SERP Analysis: Find the Right Content Format to Target a Keyword

Visual with text on how a SERP analysis can help you find the right content format to target a keyword

December 31, 2020 | by Matthew Beasley

Matthew Beasley from Sagapixel shares some advice on how to perform a SERP analysis to find the right content format to target a keyword. 

You’ve been looking for a new target keyword for a blog post and came across “running shoe.” It seems like it would be a great keyword to use A.) because you run an online athletic web store and B.) there are over 4.2K searches per month, according to Ahrefs Keyword Explorer. 

But this may not actually be the best keyword option for you. 

To find out if a keyword is truly viable, you should perform a SERP analysis to find the right content format to target a keyword. Many are not aware of this content strategy, but it is the main staple at our Philadelphia SEO company, and we hope to pass this knowledge to you.

There are two main aspects of the search engine results page (SERP) analysis that you need to take into consideration for finding the right content for your keywords. The first of which is the content itself and the second is the competitiveness of the keyword on the SERPs.

SERP content analysis

The first part of the SERP analysis to focus on is content analysis. This process is as simple as entering your keyword into Google and reviewing the results that show up. But don’t let the simplicity fool you, this is an incredibly important part of the SERP analysis process.

Let's take a look at the “running shoe” example that we made above. 

Google search results of "running shoe"

The search results for this keyword are primarily for product pages and listicles. 

While there are some blogs on page one, it is certain that the primary search intent behind this keyword is to purchase or view a list of the best running shoes. With that information at hand, your hopes and dreams of ranking anywhere near the first page for “running shoe” on a blog titled “what makes a good running shoe” has likely come to a screeching halt at this point. 

But that is okay. Just because we cannot rank a blog targeting “running shoe” on the first page, it doesn’t mean that we can’t rank a blog about running shoes on the first page. But first, we will need to find a more suitable keyword. For that, let’s hop back into AHRefs Keywords Explorer tool.

AHrefs search results for the keyword running shoe in the United States

If we utilize the “Questions” tab on the left side of the image, we can see that these keywords are much more in line with a blog topic than the more general “running shoe” keyword. 

From this list, let’s take a closer look at the keyword “what to look for in a running shoe”. 

For this keyword, we can see that the keyword difficulty is only 27, and the volume, according to AHRefs, is around 100 searches per month. While that may not seem like enough volume, 100 qualified searches where you have a chance to rank is much better than 4.2K unqualified searches with a high chance of ranking on page one. So, now that we have picked a new target keyword, let’s go back into Google and see what kinds of search results appear:

A deeper look at search results on "what to look for in a running shoe"

The group of search results for this keyword is much more in line with what we want than the first keyword. But this doesn’t fully prove that we could rank on the first page for our new target keyword. That is where the next step in the SERP Analysis comes into play: SERP competitor analysis.

SERP competitor analysis

Now that we have found a keyword with the target search intent, we need to make sure that there is a chance for us to rank well in the SERPs. To do this, we will utilize the AHRefs SEO Toolbar plugin to look at the key SEO metrics for all these pages. The key metrics that we will pay attention to are the domain rating (DR), the URL rating (UR), and the total number of backlinks (BL). The domain rating shows the strength of the target website’s backlink profile on a 100-point scale. The URL rating shows the strength of the target URL’s backlink profile on a 100-point scale.

For this to be a viable keyword for us to target, we need to be able to compare these metrics with our own website’s metrics. Let’s assume that we have a DR of 57 and a UR of 41. 

Long-tail keyword results of "what to look for in a running shoe" that includes high ranking domains

Long-tail keyword results of "what to look for in a running shoe" that includes high ranking domains

Long-tail keyword results of "what to look for in a running shoe" that includes high ranking domains

While the first page of the SERPs has a lot of pages with very high domain ratings, so it may not be possible to overtake those positions, but there are two pages with a DR similar to ours. That is the first sign that it would be possible for us to rank on the first page.

After coming to the conclusion that there is the possibility of ranking on page one, we need to look at the URL Rating and the total number of backlinks. The URL rating for both positions six and eight are lower than our domain, so there is an even stronger chance of ranking on page one. 

Conclusion 

While this example specifically focused on a blog post, this same process could be used for a product page, service page, or location page. At the end of the day, this process is all about making sure that you are targeting the right keyword to the proper type of page. It is not enough to have a strong keyword on its own. You need to be able to have your keyword bring in qualified traffic to your website.

Utilizing the tools presented above, you should be able to bring users to your website with the right kind of content. Don’t make the mistake of targeting a high-volume keyword for the sake of numbers, because unqualified high-traffic keywords will always lose to a qualified keyword with lower search volume.

____________

It’s no surprise that ecommerce is an ever-evolving cycle. In fact, it’s changing as we speak. There are various elements that contribute to the success of an online web store. It’s humanly impossible to deliver user and SEO-friendly content that is consistent and up-to-date without a helping hand! Find out “what is PIM?” and how Plytix PIM can take your brand to new heights

Matthew Beasley
Written by Matthew Beasley

Matthew Beasley graduated from FGCU with a degree in Marketing Management. From there he immediately went to work in SEO and has been doing so for the past 4 years. In that time he has also done some work with PPC, programmatic, and social media marketing.

Like our articles?


Subscribe here and get featured content sent directly to your inbox once a month.