How To Do SERP Analysis And What Tools To Use


The search engine results change so fast that it becomes unrealistic to track them without a SERP checker.

Furthermore, this research must be conducted often and effectively to ensure you have enough data for optimal and result-bringing solutions. 

This article is the answer to “How to do SERP analysis.” Now, let’s concentrate on what you need to do, which tools are the most suitable choices, and how to ensure successful outcomes.

Search Engine Results Page — SERP — Definition 

Search Engine Results Page (SERP) — are an engine’s response users get after typing their queries in the search bar.

In other words, that is like visiting a library, asking a librarian for literature on some topic, and getting a book stash with everything that gives you info on your informational demand. 

Search engines are programmed to display the most relevant content with high-quality visuals, multimedia pieces, and helpful notes.

As a rule, search engines have 100K+ answers for a query, and sometimes you can use its system peculiarities to appear at the top or take a niche where the number of “answers” is smaller, and the competition is not that tight. To achieve that, you need the…

3 Best FREE Tools For SERP Analysis 

SERP checkers and analysis tools are must-haves in 2023 and beyond in the Internet business field. Here are the top tools with all the needed functions to help you. 

1.) Keyword Rank Tracker 

This Rank Tracker is a versatile tool with unlimited tracking functions.

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The program is best used for keyword research, competitor analysis, local and global ranking analysis, and SERP checking. 

Regarding rank tracking, it lets you 

  • Track your SERP performance 
  • Keep an eye on your local rankings
  • Track your rankings on YouTube.

When analyzing keywords, the app lets you 

  • Research and find keywords for improved rankings.
  • Check keyword difficulty and competition.
  • Identify keyword gaps for targeting untapped opportunities.

Regarding the technical checks, Rank Tracker allows 

  • Conducting website audits (checking for broken links, redirects, etc.) 
  • Checking and enhancing page speed 
  • Visualizing site structure. 

And that is not everything. Briefer, this SEO program is an all-in-one solution for rank analysis and enhancements. 

The app can be used for free, and the free license has some limitations, but it is still useful for unlimited keyword tracking, in-app content optimization, site crawling, etc. 

2.) Google Analytics 

Google Analytics is a highly valuable tool primarily designed for monitoring websites and applications.

This service gathers data from your projects and generates reports that provide valuable insights for enhancing performance and making improvements.

3.) Google Keyword Tool 

Google Keyword Tool, also known as the Google Keyword Planner, is a keyword research tool provided by Google Ads.

The tool helps advertisers and website owners find relevant keywords to target in their advertising campaigns or website content.

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It provides information on search volume, competition, and suggested bid estimates for keywords.

After equipping yourself with top-notch SEO software, it’s time to carry out comprehensive research and determine the barriers preventing you from reaching the number one position.

Keyword Research 

Keywords are not merely words; these are inquiries and questions for which users have and need answers

For full instruction, I recommend this guide on How To Do Keyword Research. The following is what I usually do and my experience. 

Type an inquiry that corresponds to what you offer. Let that be some fan trinkets and souvenirs. I will use the “buy Rick and Morty cups” phrase for our example.

I will then click the first result, which is, of course, Amazon, copy its link, and insert it in the Rank Tracker like this: 


Then, it is time to focus on keywords. Click the “Ranking Keywords” tab, and you will get a report on which keywords are used, the number of their searches, organic traffic, competition, etc. In my case, the competition for the best keywords is high: 

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That is not the worst scenario, even if I have no low-competition but high-volume keywords with which I can rank better.

We can now use the “Related Searches” tool and type in what we offer to see which keywords can be even more helpful. 

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Do not forget to specify your search engine. All keywords rank differently in those. For this example, I will leave Google, though. 

Here is my result: 

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Of course, you must scroll down and pick keywords that best describe your offers.

Once you have collected these, click on them to see the full report. For instance, here is data on one of those key phrases. 

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While this keyword does not have a stellar volume (which means that not many people Google it), its low competition lets me attract more users with such a specific inquiry. Hence, I — and you! — can now fill this gap and rank better for those needing this product! 

For me, this is the easiest way to improve my SERP positions with keywords.

The tool has many other functions, but this scheme is the easiest and best for me. You might go deeper and get many more insights with this app, though. 

Identifying Search Intent

When people search for something on the Internet, they all have a specific purpose in mind.

These purposes influence their choice of keywords and enable them to refine their searches for greater specificity and effectiveness.

1.) Informational (learning)

Informational intents are when I (as a user) want to get some facts and look at something in general.

Keywords with such intentions tend to be short and specific. As a rule, they only contain the topic. For example, “Adult Swim shows.”

Informational keywords are the best pick for your blog posts and additional content that lets users learn more about what you offer, but not directly. 

2.) Commercial (shopping)

People with such intentions usually add “comparison” and “alternatives” in their inquiries.

These users have not decided what they want to buy and just browse, like passive shopping in a mall.

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For example, an inquiry with such intent can sound like “Shop Samurai Jack presents” or “Best gifts for Rick and Morty fans.”

3.) Transactional (purchasing)

That is when users know what they need and search for stores/services from which they can buy directly. Such inquiries have words

  • Buy 
  • Purchase 
  • Order etc. 

Those inquiries also tend to be specific and mention a particular product. For example, “Buy Rick and Morty Portal Gun Key Ring.” The best strategy here is to include those keywords in product descriptions. 

Competitor Analysis

In the competitive business landscape, staying informed about your rivals is crucial.

With Rank Tracker, you can gain valuable insights into your competitors by examining their keywords, analyzing their website’s technical aspects, and uncovering their backlink strategies.

Here is my checklist: 

1.) Identifying Who You Must Outrank 

Rank Tracker has a competitor tracking function, which helps you see your domain competitors, topic competitors, and the top pages.

I recommend conducting a SERP analysis before researching your positions against the others. 

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Enter the information that identifies your niche, and you will see a list of resources that also race for buyers’ attention. Pick the top 3 competitors because you want to surpass them first and foremost. 

2.) Analyze The Technical Side

Use Website Auditor by Seo PowerSuite for that, and look at the following: 

  • Resources with 4xx and 5xx error codes 
  • Resources that are restricted from indexing 
  • www and non-www versions 
  • Pages with redirects (including 302 and 301 redirects. First, Google does not crawl pages with over 5 redirects. Second, 302 redirects are temporary, and the engine tends to index previous URLs instead of the new relevant ones)
  • Mobile-friendliness
  • Dynamic and too-long URLs 
  • Links (if they are broken, too long, etc.)
  • Images (if they are broken or if there is an empty alt text somewhere)
  • On-page components (title tags, duplicates, empty/duplicate/too-long meta descriptions, etc.)
  • Page speed
  • Localization. 

The best scenario is when your #1 competitor has issues here and there. You can compare their website status with yours, correct errors, and minimize dangers from warnings, which will boost your website greatly. 

3.) Check Their Backlink Dtrategy 

Open SEO Spyglass by Seo PowerSuite, insert the link to your competitor, and you will get the following reports:

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You will see how many do-follow and no-follow links they have, their gains, losses, etc. You can then proceed to check the geo of their backlinks and their anchors: 

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The last thing you check using this application is their anchor text cloud. Having all that data, you can adjust your strategy and pick better geos, find anchor ideas, etc. 

4.) Keyword Check, But Now In The Competitor Context

Check keywords that your competitors use. See the competition. Strive to pick keys with low competition and high search volumes. But also be attentive to how the prioritized keywords change. And that is why…

SERP Monitoring Must Be Conducted Often

Buyers’ demands are like waves during a storm. Topic and priorities change daily, and you must stay alert for those changes because these impact your position every second.

Checking your website’s health, content, keywords, and other components is necessary at least once a week.

In parallel, checking the top 5 of your competitors and their changes is advisable to ensure they have not found a solution that lets them use your weaknesses. 

Final Words 

SERP analysis is not as scary and time-consuming as it seems when you have the right SEO software.

Remember to conduct your checks systematically, never fear to alter your strategy, and get to the top! 

Best of luck! 

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