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Get a Breakdown of the SERP Analysis Feature
Get a Breakdown of the SERP Analysis Feature
Patrick McGrane avatar
Written by Patrick McGrane
Updated over a week ago

SERP Analysis Script

It’s a quick way to detect important ranking factors for a keyword.

Including the ranks and rank changes for specific content and URLs.

The power player sites that have multiple results for one keyword.

And all the ads that are running for that search.

We analyze every element on the page to help you figure out who specifically is dominating on a topic and might be worth mimicking.

Here’s a quick tour

Let’s start by entering a keyword into the search box.

This tab will give you a full analysis of how this keyword is shown on Google’s actual Search Engine Result Page.

SERP Overview

At the top SpyFu gives you a rollup of the most important data relating to this specific keyword.

The big one is ranking difficulty, which is a measurement of how difficult this keyword is to rank organically on Google.

This number is based on a variety of metrics, many of which we display on this page!

We’ll show how many homepages and .edu or .gov sites are showing up for this keyword. These types of sites are heavily favored by Google, making the keyword more difficult to rank on for everyone else.

To a lesser degree the same applies to pages that have this keyword in the title or URL. When you include the keyword in your H1 or in the URL itself, Google gives it more weight in the SERP.

Here is the amount of monthly clicks this keyword gets in SEO. But we we take it a step further by also showing how much all those clicks from the #1 spot would be worth in terms of relative ad dollars.

To the right of that we display the number of results that Google says they have for this particular search, and the diversity of domains who have appeared for this keyword over time.

A low diversity percentage means the same domains keep showing up month after month,

and a high percentage means there have been a variety of domains that have appeared for this keyword.

Finally we’ll show what social media pages turn up on the SERP for this keyword.

Let’s look a little lower at the ranking domains!

URL Data

We’ll show you the web pages that are appearing on this keyword in order of rank. As well if that domain has moved up or down in the ranks compared to the previous month.

Here is the exact URL that is giving them that rank. And the title of the article.

If you click on the little Go To icon here, it will open up a new tab to that URL. This can be a great way to see what kind of content and product pages people are building to help get them ranked on this keyword.

You can adapt these top pages to fit your site and brand. It’s a quick way to gain insight and inspiration that can help improve your SEO standings.

Next is the parent domain. You’ll notice under some of these there’s an icon that shows how many times this domain appears on this SERP. This happens if they have multiple URLs ranking on this same keyword at the same time. And/or if their content is shown because of an ad.

The Domain strength also contributes to the overall ranking difficulty because it represents how consistently this domain ranks in the top searches overall. It’s on a scale from 1 to 100 with big sites like Amazon and Facebook in the 90s, and smaller sites earning lower numbers.

Finally you can see the estimated monthly clicks

This is the amount of monthly clicks this URL should be getting - at this position in the SERP - for this particular keyword.

Cached Page

Like most of SpyFu, all of this data is based directly off of Google’s actual Search Engine Result Pages.

You can see the specific page SpyFu gathered this data from by clicking on the View Cached Page. This will give you a better idea of how we interpret and present the data in this tool and across our site, for any keyword, for every month.


If you scroll to the bottom of this page SpyFu will give you a rollup of all of the ads we’ve seen appear on this SERP. This provides an easy way to look at a wide variety of ads all at once.

You might be able to see some of these ads on the SERP itself, when you do a normal google search. But it’s important to remember that not only are some ads geo-restricted, they could be limited by time of day, and day of the week. This gives you insight on more ads that are out there for this keyword.

You can compare the ad copy and mimic the versions you feel best fit your company and brand.

*wrap up*

The SERP is the focus of nearly every SEO effort, and is still massively important for anyone working with AdWords.

A full SERP analysis can give you the information and inspiration to create more effective content and ads. This in-depth knowledge can impress a client and help you gain the edge on your competition.

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