The term "SERP analysis" refers to the systematic examination of Search Engine Results Pages (SERPs), such as those from Google or Bing. The objective of SERP analysis is to evaluate the visibility of websites in organic and paid search results, analyze competitors, and develop strategies to improve one’s own ranking. SERP analysis is a core component of Search Engine Optimization (SEO) and Search Engine Advertising (SEA).
Keyword ranking monitoring: Ongoing tracking of website positions (own and competitors’) for specific keywords.
Competitor analysis: Identifying and evaluating the visibility of competitors for relevant search terms.
SERP feature tracking: Capturing extended result types such as snippets, knowledge panels, local packs, FAQ extensions, etc.
Click-through rate (CTR) analysis: Assessing how frequently search results are actually clicked.
Trend and history tracking: Visualizing ranking developments over defined time periods.
Device and location-based analysis: Evaluating SERP displays based on device type (mobile/desktop) or geographic location.
SERP snapshot feature: Visual archiving of search result pages at specific points in time.
