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SERP Analysis: What It Is and Why It Matters
If you want your website to rank for a specific keyword, you first need to know what’s currently ranking and why. Otherwise, there’s no way you’ll be able to optimize your website to rank for your chosen keywords.
This is why analyzing Search Engine Results Pages (SERPs) is so important, but with Google changing its algorithm 9 times per day (on average) you need a method for staying on top of the ever-changing search results.
Doing this will give you valuable insights into how why your content isn’t ranking as well as you want it to or isn’t even ranking at all.
In this guide, we’re covering the exact steps you can take to run a manual SERP analysis and apply the results to your search engine optimization (SEO) strategy. Before we dive right in, let’s take a look at and get you the answers to some common questions.
KEYWORD RESEARCH - WHERE SERP ANALYSIS FITS IN
Often, beginner SEOs and content marketers will hop into their keyword research tool, find a keyword that they think is relevant, and focus on search volume and keyword difficulty scores. They’ll then begin to create content.
Although that isn’t entirely wrong, that approach misses the basic understanding of how search engines work.
So, let’s dive into that first…
How Search Engines Understand Keywords
Think of a search engine as an intelligent library. In other words, it does more than just house online content. It also brings relevant content to its users and answers their questions.
Now, I’m sure you understand that already, but appreciating this point could skyrocket your content marketing. For search engines to match content to a search query, the search engines need to understand two things:
- The content
- The search query