serp-analysis

Original source / Raw SKILL.md

---
name: serp-analysis
version: "3.0.0"
description: 'This skill should be used when the user asks to "analyze search results", "SERP analysis", "what ranks for", "SERP features", "why does this page rank", "what is on page one for this query", "who ranks for this keyword", or "what does Google show for". Analyzes search engine results pages (SERPs) to understand ranking factors, SERP features, user intent patterns, and AI overview triggers. Essential for understanding what it takes to rank. For tracking rankings over time, see rank-tracker. For keyword discovery, see keyword-research.'
license: Apache-2.0
compatibility: "Claude Code ≥1.0, skills.sh marketplace, ClawHub marketplace, Vercel Labs skills ecosystem. No system packages required. Optional: MCP network access for SEO tool integrations."
allowed-tools: WebFetch
metadata:
  openclaw:
    requires:
      env: []
      bins: []
    primaryEnv: AHREFS_API_KEY
  author: aaron-he-zhu
  version: "3.0.0"
  geo-relevance: "high"
  tags:
    - seo
    - geo
    - serp
    - search results
    - ranking factors
    - serp features
    - ai overviews
    - featured snippets
    - search intent
    - serp-features
    - featured-snippet
    - google-ai-overview
    - ai-overview
    - people-also-ask
    - knowledge-panel
    - serp-composition
    - position-zero
    - serp-intent
  triggers:
    - "analyze search results"
    - "SERP analysis"
    - "what ranks for"
    - "SERP features"
    - "why does this page rank"
    - "featured snippets"
    - "AI overviews"
    - "what's on page one for this query"
    - "who ranks for this keyword"
    - "what does Google show for"
---

# SERP Analysis


> **[SEO & GEO Skills Library](https://skills.sh/aaron-he-zhu/seo-geo-claude-skills)** · 20 skills for SEO + GEO · Install all: `npx skills add aaron-he-zhu/seo-geo-claude-skills`

<details>
<summary>Browse all 20 skills</summary>

**Research** · [keyword-research](../keyword-research/) · [competitor-analysis](../competitor-analysis/) · **serp-analysis** · [content-gap-analysis](../content-gap-analysis/)

**Build** · [seo-content-writer](../../build/seo-content-writer/) · [geo-content-optimizer](../../build/geo-content-optimizer/) · [meta-tags-optimizer](../../build/meta-tags-optimizer/) · [schema-markup-generator](../../build/schema-markup-generator/)

**Optimize** · [on-page-seo-auditor](../../optimize/on-page-seo-auditor/) · [technical-seo-checker](../../optimize/technical-seo-checker/) · [internal-linking-optimizer](../../optimize/internal-linking-optimizer/) · [content-refresher](../../optimize/content-refresher/)

**Monitor** · [rank-tracker](../../monitor/rank-tracker/) · [backlink-analyzer](../../monitor/backlink-analyzer/) · [performance-reporter](../../monitor/performance-reporter/) · [alert-manager](../../monitor/alert-manager/)

**Cross-cutting** · [content-quality-auditor](../../cross-cutting/content-quality-auditor/) · [domain-authority-auditor](../../cross-cutting/domain-authority-auditor/) · [entity-optimizer](../../cross-cutting/entity-optimizer/) · [memory-management](../../cross-cutting/memory-management/)

</details>

This skill analyzes Search Engine Results Pages to reveal what's working for ranking content, which SERP features appear, and what triggers AI-generated answers. Understand the battlefield before creating content.

## When to Use This Skill

- Before creating content for a target keyword
- Understanding why certain pages rank #1
- Identifying SERP feature opportunities (featured snippets, PAA)
- Analyzing AI Overview/SGE patterns
- Evaluating keyword difficulty more accurately
- Planning content format based on what ranks
- Identifying ranking factors for specific queries

## What This Skill Does

1. **SERP Composition Analysis**: Maps what appears on the results page
2. **Ranking Factor Identification**: Reveals why top results rank
3. **SERP Feature Mapping**: Identifies featured snippets, PAA, knowledge panels
4. **AI Overview Analysis**: Examines when and how AI answers appear
5. **Intent Signal Detection**: Confirms user intent from SERP composition
6. **Content Format Recommendations**: Suggests optimal format based on SERP
7. **Difficulty Assessment**: Evaluates realistic ranking potential

## How to Use

### Basic SERP Analysis

```
Analyze the SERP for [keyword]
```

```
What does it take to rank for [keyword]?
```

### Feature-Specific Analysis

```
Analyze featured snippet opportunities for [keyword list]
```

```
Which of these keywords trigger AI Overviews? [keyword list]
```

### Competitive SERP Analysis

```
Why does [URL] rank #1 for [keyword]?
```

## Data Sources

> See [CONNECTORS.md](../../CONNECTORS.md) for tool category placeholders.

**With ~~SEO tool + ~~search console + ~~AI monitor connected:**
Automatically fetch SERP snapshots for target keywords, extract ranking page metrics (domain authority, backlinks, content length), pull SERP feature data, and check AI Overview presence using ~~AI monitor. Historical SERP change data and mobile vs. desktop variations can be retrieved automatically.

**With manual data only:**
Ask the user to provide:
1. Target keyword(s) to analyze
2. SERP screenshots or detailed descriptions of search results
3. URLs of top 10 ranking pages
4. Search location and device type (mobile/desktop)
5. Any observations about SERP features (featured snippets, PAA, AI Overviews)

Proceed with the full analysis using provided data. Note in the output which metrics are from automated collection vs. user-provided data.

## Instructions

When a user requests SERP analysis:

1. **Understand the Query**

   Clarify if needed:
   - Target keyword(s) to analyze
   - Search location/language
   - Device type (mobile/desktop)
   - Specific questions about the SERP

2. **Map SERP Composition**

   Document all elements appearing on the results page: AI Overview, ads, featured snippet, organic results, PAA, knowledge panel, image pack, video results, local pack, shopping results, news results, sitelinks, and related searches.

3. **Analyze Top Ranking Pages**

   For each of the top 10 results, document: URL, domain, domain authority, content type, word count, publish/update dates, on-page factors (title, meta description, H1, URL structure), content structure (headings, media, tables, FAQ), estimated metrics (backlinks, referring domains), and why it ranks.

4. **Identify Ranking Patterns**

   Analyze common characteristics across top 5 results: word count, domain authority, backlinks, content freshness, HTTPS, mobile optimization. Document content format distribution, domain type distribution, and key success factors.

5. **Analyze SERP Features**

   For each present SERP feature: analyze the current holder, content format, and strategy to win. Cover Featured Snippet (type, content, winning strategy), PAA (questions, current answers, optimization approach), and AI Overview (sources cited, content patterns, citation strategy).

6. **Determine Search Intent**

   Confirm primary intent from SERP composition. Document evidence, intent breakdown percentages, and content format implications (format, tone, CTA).

7. **Calculate True Difficulty**

   Score overall difficulty (1-100) based on: top 10 domain authority, page authority, backlinks required, content quality bar, and SERP stability. Provide realistic assessments for new, growing, and established sites, plus easier alternatives.

8. **Generate Recommendations**

   Produce a summary with: Key Findings, Content Requirements to Rank (minimum requirements + differentiators), SERP Feature Strategy, Recommended Content Outline, and Next Steps.

   > **Reference**: See [references/analysis-templates.md](./references/analysis-templates.md) for detailed templates for each step.

## Validation Checkpoints

### Input Validation
- [ ] Target keyword(s) clearly specified
- [ ] Search location and device type confirmed
- [ ] SERP data is current (date confirmed)
- [ ] Top 10 ranking URLs identified or provided

### Output Validation
- [ ] Every recommendation cites specific data points (not generic advice)
- [ ] SERP composition mapped with all features documented
- [ ] Ranking factors identified from actual top 10 analysis (not assumptions)
- [ ] Content requirements based on observed patterns in current SERP
- [ ] Source of each data point clearly stated (~~SEO tool data, ~~AI monitor data, user-provided, or manual observation)

## Example

> **Reference**: See [references/example-report.md](./references/example-report.md) for a complete example analyzing the SERP for "how to start a podcast".

## Advanced Analysis

### Multi-Keyword SERP Comparison

```
Compare SERPs for [keyword 1], [keyword 2], [keyword 3]
```

### Historical SERP Changes

```
How has the SERP for [keyword] changed over time?
```

### Local SERP Variations

```
Compare SERP for [keyword] in [location 1] vs [location 2]
```

### Mobile vs Desktop SERP

```
Analyze mobile vs desktop SERP differences for [keyword]
```

## Tips for Success

1. **Always check SERP before writing** - Don't assume, verify
2. **Match content format to SERP** - If lists rank, write lists
3. **Identify SERP feature opportunities** - Lower competition than #1
4. **Note SERP volatility** - Stable SERPs are harder to break into
5. **Study the outliers** - Why does a weaker site rank? Opportunity!
6. **Consider AI Overview optimization** - Growing importance


## Reference Materials

- [Analysis Templates](./references/analysis-templates.md) — Detailed templates for each analysis step (SERP composition, top results, ranking patterns, features, intent, difficulty, recommendations)
- [SERP Feature Taxonomy](./references/serp-feature-taxonomy.md) — Complete taxonomy of SERP features with trigger conditions, AI overview framework, intent signals, and volatility assessment
- [Example Report](./references/example-report.md) — Complete example analyzing the SERP for "how to start a podcast"

## Related Skills

- [keyword-research](../keyword-research/) — Find keywords to analyze
- [competitor-analysis](../competitor-analysis/) — Deep dive on ranking competitors
- [on-page-seo-auditor](../../optimize/on-page-seo-auditor/) — Optimize based on findings
- [geo-content-optimizer](../../build/geo-content-optimizer/) — Optimize for AI citations
- [meta-tags-optimizer](../../build/meta-tags-optimizer/) — Optimize SERP appearance with meta tags
- [rank-tracker](../../monitor/rank-tracker/) — Track keyword position changes in SERPs
- [performance-reporter](../../monitor/performance-reporter/) — Track SERP visibility metrics over time



---

## Referenced Files

> The following files are referenced in this skill and included for context.

### references/analysis-templates.md

```markdown
# SERP Analysis — Analysis Templates

Templates for each step of the SERP analysis workflow. Use these to structure your output.

## SERP Composition Template

```markdown
## SERP Analysis: "[keyword]"

**Search Details**
- Keyword: [keyword]
- Location: [location]
- Device: [mobile/desktop]
- Date: [date]

### SERP Layout Overview

```
┌─────────────────────────────────────────┐
│ [AI Overview / SGE] (if present)        │
├─────────────────────────────────────────┤
│ [Ads] - [X] ads above fold              │
├─────────────────────────────────────────┤
│ [Featured Snippet] (if present)         │
├─────────────────────────────────────────┤
│ [Organic Result #1]                     │
│ [Organic Result #2]                     │
│ [People Also Ask] (if present)          │
│ [Organic Result #3]                     │
│ ...                                     │
├─────────────────────────────────────────┤
│ [Related Searches]                      │
└─────────────────────────────────────────┘
```

### SERP Features Present

| Feature | Present | Position | Opportunity |
|---------|---------|----------|-------------|
| AI Overview | Yes/No | Top | [analysis] |
| Featured Snippet | Yes/No | [pos] | [analysis] |
| People Also Ask | Yes/No | [pos] | [analysis] |
| Knowledge Panel | Yes/No | Right | [analysis] |
| Image Pack | Yes/No | [pos] | [analysis] |
| Video Results | Yes/No | [pos] | [analysis] |
| Local Pack | Yes/No | [pos] | [analysis] |
| Shopping Results | Yes/No | [pos] | [analysis] |
| News Results | Yes/No | [pos] | [analysis] |
| Sitelinks | Yes/No | [pos] | [analysis] |
```

## Top Results Analysis Template

```markdown
### Top 10 Organic Results Analysis

#### Position #1: [Title]

**URL**: [url]
**Domain**: [domain]
**Domain Authority**: [DA]

**Content Analysis**:
- Type: [Blog/Product/Guide/etc.]
- Word Count: [X] words
- Publish Date: [date]
- Last Updated: [date]

**On-Page Factors**:
- Title: [exact title]
- Title contains keyword: Yes/No
- Meta description: [description]
- H1: [heading]
- URL structure: [clean/keyword-rich/etc.]

**Content Structure**:
- Headings (H2s): [list key sections]
- Media: [X] images, [X] videos
- Tables/Lists: Yes/No
- FAQ section: Yes/No

**Estimated Metrics**:
- Page backlinks: [X]
- Referring domains: [X]
- Social shares: [X]

**Why It Ranks #1**:
1. [Factor 1]
2. [Factor 2]
3. [Factor 3]

[Repeat for positions #2-10]
```

## Ranking Patterns Template

```markdown
### Ranking Patterns Analysis

**Common Characteristics of Top 5 Results**:

| Factor | Avg/Common Value | Importance |
|--------|-----------------|------------|
| Word Count | [X] words | High/Med/Low |
| Domain Authority | [X] | High/Med/Low |
| Page Backlinks | [X] | High/Med/Low |
| Content Freshness | [timeframe] | High/Med/Low |
| HTTPS | [X]% | High/Med/Low |
| Mobile Optimized | [X]% | High/Med/Low |

**Content Format Distribution**:
- How-to guides: [X]/10
- Listicles: [X]/10
- In-depth articles: [X]/10
- Product pages: [X]/10
- Other: [X]/10

**Domain Type Distribution**:
- Brand/Company sites: [X]/10
- Media/News sites: [X]/10
- Niche blogs: [X]/10
- Aggregators: [X]/10

**Key Success Factors Identified**:

1. **[Factor 1]**: [Explanation + evidence]
2. **[Factor 2]**: [Explanation + evidence]
3. **[Factor 3]**: [Explanation + evidence]
```

## SERP Features Analysis Template

```markdown
### Featured Snippet Analysis

**Current Snippet Holder**: [URL]
**Snippet Type**: [Paragraph/List/Table/Video]
**Snippet Content**:
> [Exact text/description of snippet]

**How to Win This Snippet**:
1. [Strategy based on current snippet]
2. [Content format recommendation]
3. [Structure recommendation]

---

### People Also Ask (PAA) Analysis

**Questions Appearing**:
1. [Question 1] → Currently answered by: [URL]
2. [Question 2] → Currently answered by: [URL]
3. [Question 3] → Currently answered by: [URL]
4. [Question 4] → Currently answered by: [URL]

**PAA Optimization Strategy**:
- Include these questions as H2/H3 headings
- Provide direct, concise answers (40-60 words)
- Use FAQ schema markup

---

### AI Overview Analysis

**AI Overview Present**: Yes/No
**AI Overview Type**: [Summary/List/Comparison/etc.]

**Sources Cited in AI Overview**:
1. [Source 1] - [Why cited]
2. [Source 2] - [Why cited]
3. [Source 3] - [Why cited]

**AI Overview Content Patterns**:
- Pulls definitions from: [source type]
- Lists information as: [format]
- Cites statistics from: [source type]

**How to Get Cited in AI Overview**:
1. [Specific recommendation]
2. [Specific recommendation]
3. [Specific recommendation]
```

## Search Intent Template

```markdown
### Search Intent Analysis

**Primary Intent**: [Informational/Commercial/Transactional/Navigational]

**Evidence**:
- SERP features suggest: [analysis]
- Top results are: [content types]
- User likely wants: [description]

**Intent Breakdown**:
- Informational signals: [X]%
- Commercial signals: [X]%
- Transactional signals: [X]%

**Content Format Implication**:
Based on intent, your content should:
- Format: [recommendation]
- Tone: [recommendation]
- CTA: [recommendation]
```

## Difficulty Assessment Template

```markdown
### Difficulty Assessment

**Overall Difficulty Score**: [X]/100

**Difficulty Factors**:

| Factor | Score | Weight | Impact |
|--------|-------|--------|--------|
| Top 10 Domain Authority | [avg] | 25% | [High/Med/Low] |
| Top 10 Page Authority | [avg] | 20% | [High/Med/Low] |
| Backlinks Required | [est.] | 20% | [High/Med/Low] |
| Content Quality Bar | [rating] | 20% | [High/Med/Low] |
| SERP Stability | [rating] | 15% | [High/Med/Low] |

**Realistic Assessment**:

- **New site (DA <20)**: [Can rank?] [Timeframe]
- **Growing site (DA 20-40)**: [Can rank?] [Timeframe]
- **Established site (DA 40+)**: [Can rank?] [Timeframe]

**Easier Alternatives**:
If too difficult, consider:
- [Alternative keyword 1] - Difficulty: [X]
- [Alternative keyword 2] - Difficulty: [X]
```

## Recommendations Template

```markdown
## SERP Analysis Summary & Recommendations

### Key Findings

1. [Most important finding]
2. [Second important finding]
3. [Third important finding]

### Content Requirements to Rank

To compete for "[keyword]", you need:

**Minimum Requirements**:
- [ ] Word count: [X]+ words
- [ ] Backlinks: [X]+ referring domains
- [ ] Domain Authority: [X]+
- [ ] Content format: [type]
- [ ] Include: [specific elements]

**Differentiators to Win**:
- [ ] [Unique angle from analysis]
- [ ] [Missing element in current results]
- [ ] [SERP feature opportunity]

### SERP Feature Strategy

| Feature | Winnable? | Strategy |
|---------|-----------|----------|
| Featured Snippet | Yes/No | [strategy] |
| PAA | Yes/No | [strategy] |
| AI Overview | Yes/No | [strategy] |

### Recommended Content Outline

Based on SERP analysis:

```
Title: [Optimized title]

H1: [Main heading]

[Introduction - address intent immediately]

H2: [Section based on PAA/top results]
H2: [Section based on PAA/top results]
H2: [Section based on PAA/top results]

[FAQ section for PAA optimization]

[Conclusion with CTA]
```

### Next Steps

1. [Immediate action]
2. [Content creation action]
3. [Optimization action]
```

```

### references/example-report.md

```markdown
# SERP Analysis — Example Report

This is a complete example output showing the expected format for SERP analysis deliverables.

## Prompt

**User**: "Analyze the SERP for 'how to start a podcast'"

## Example Output

```markdown
# SERP Analysis: "how to start a podcast"

## SERP Overview

**Intent**: Informational (100%)
**Difficulty**: 72/100 (High)
**AI Overview**: Yes - comprehensive guide format

### SERP Features Present

| Feature | Present | Analysis |
|---------|---------|----------|
| AI Overview | ✅ | Lists steps, cites 3 sources |
| Featured Snippet | ✅ | Step-by-step list from Buzzsprout |
| People Also Ask | ✅ | 4 questions visible, expandable |
| Video Results | ✅ | 3 YouTube videos mid-page |
| Image Pack | ❌ | |

### Top 5 Results Analysis

| Pos | Domain | DA | Word Count | Format | Backlinks |
|-----|--------|-----|------------|--------|-----------|
| 1 | Buzzsprout | 71 | 8,500 | Ultimate Guide | 2,400 |
| 2 | Spotify | 93 | 3,200 | How-to Guide | 890 |
| 3 | Podcastinsights | 58 | 12,000 | Mega Guide | 1,800 |
| 4 | Transistor | 62 | 5,500 | Tutorial | 720 |
| 5 | HubSpot | 91 | 6,200 | Complete Guide | 1,100 |

### Why #1 Ranks First

Buzzsprout's guide succeeds because:
1. **Comprehensive** - Covers every step in detail
2. **Updated** - Current year in title, recent updates
3. **Structured** - Clear numbered steps (owns featured snippet)
4. **Authoritative** - Podcast hosting company (topical authority)
5. **Supporting content** - Links to detailed sub-guides

### Featured Snippet Opportunity

**Current format**: Ordered list (steps)
**Current holder**: Buzzsprout

**To win snippet**:
- Create cleaner, more scannable list format
- Keep steps to 8-10 items max
- Start each step with action verb
- Include "how to start a podcast" in H2

### AI Overview Analysis

**Sources cited**:
1. Buzzsprout - "Choose your podcast topic"
2. Spotify for Podcasters - "Record and edit"
3. Wikipedia - Definition of podcasting

**Pattern**: AI pulls step-by-step instructions from guides with clear structure

### Content Requirements

To rank on page 1:
- **Word count**: 5,000+ words minimum
- **Format**: Step-by-step ultimate guide
- **Backlinks**: 500+ from relevant domains
- **Updates**: Must show current year
- **Unique angle**: Equipment comparisons, cost breakdowns, or specific niche focus

### Recommended Strategy

Given high difficulty, consider:
1. Target long-tail: "how to start a podcast for free" (Difficulty: 45)
2. Target niche: "how to start a podcast about [topic]" (Difficulty: 30)
3. Create supporting video content for video carousel
4. Focus on PAA optimization for quick wins
```

```

### references/serp-feature-taxonomy.md

```markdown
# SERP Feature Taxonomy

A comprehensive reference covering every SERP feature type, trigger conditions, optimization techniques, monitoring approaches, and AI Overview patterns. Use this to plan which SERP features to target and how to win them.

## Overview

Modern Search Engine Results Pages are far more than ten blue links. Google displays 20+ distinct feature types that can dramatically affect click-through rates, visibility, and traffic. Understanding which features appear for your target keywords -- and how to optimize for them -- is essential to any SEO or GEO strategy.

---

## SERP Feature Categories

SERP features fall into five broad categories:

| Category | Features | Controlled By |
|----------|---------|--------------|
| **Knowledge Features** | Knowledge Panel, AI Overview, Featured Snippet | Content quality + structured data |
| **Engagement Features** | People Also Ask, Related Searches, Things to Know | Content relevance + question coverage |
| **Rich Results** | FAQ, How-To, Review Stars, Recipe, Event, Product | Schema markup + content format |
| **Media Features** | Image Pack, Video Carousel, Web Stories | Media optimization + hosting platform |
| **Commerce Features** | Shopping Results, Local Pack, Ads | Merchant feeds + Google Business Profile + ad spend |

---

## Complete Feature Reference

### 1. Featured Snippet

**What it is:** An extracted answer displayed at Position 0 (above organic results) in a box.

**Sub-types:**

| Sub-type | Format | Typical Trigger | Example Query |
|---------|--------|----------------|---------------|
| Paragraph | 40-60 word text block | "What is", "Why is", definitions | "what is domain authority" |
| Ordered List | Numbered steps | "How to", process queries | "how to submit a sitemap" |
| Unordered List | Bulleted list | "Types of", "best", collections | "types of schema markup" |
| Table | Data in rows/columns | Comparison, data, pricing | "HTTP status codes list" |
| Video | YouTube clip with timestamp | "How to" with visual component | "how to use Google Search Console" |

**Optimization Playbook:**

1. **Identify snippet-eligible keywords** -- Check if a snippet already exists for your target keyword
2. **Match the existing format** -- If current snippet is a list, create a list; if paragraph, write a concise paragraph
3. **Place the answer immediately after the triggering heading** -- Use H2/H3 with the target question, then answer directly below
4. **Keep paragraph snippets to 40-60 words** -- Concise, complete answers win
5. **Use proper HTML structure** -- Ordered lists use `<ol>`, tables use `<table>`, not just visual formatting
6. **Include the target query in the heading** -- The H2/H3 should closely match the search query
7. **Provide context after the snippet answer** -- Elaborate below to demonstrate depth

**Monitoring:**
- Track featured snippet ownership weekly for target keywords
- Monitor snippet format changes (Google may switch from paragraph to list)
- Watch for snippet loss after content updates

---

### 2. People Also Ask (PAA)

**What it is:** An expandable accordion of related questions with brief answers pulled from web pages.

**Trigger conditions:**
- Almost all informational queries
- Many commercial investigation queries
- Questions beget more questions -- clicking one PAA reveals additional questions

**Optimization Playbook:**

1. **Mine PAA questions for content ideas** -- Each PAA question is a validated search query
2. **Answer PAA questions within your content** -- Use the exact question as an H2 or H3
3. **Keep answers concise (40-60 words)** -- PAA answers are short excerpts
4. **Use FAQ schema markup** -- Increases eligibility for PAA and FAQ rich results
5. **Create dedicated FAQ sections** -- Group 5-10 related questions at the end of articles
6. **Target the cascade** -- When users click one PAA, new questions appear; cover those too

**PAA Mining Workflow:**
1. Search your target keyword
2. Note all visible PAA questions (4 initially)
3. Click each one to reveal 2-4 more
4. Repeat to collect 15-20 related questions
5. Group questions by subtopic
6. Create content addressing each cluster

---

### 3. AI Overview (formerly SGE)

**What it is:** An AI-generated summary at the top of the SERP that synthesizes information from multiple sources, with cited links.

**Trigger conditions:**
- Informational queries (highest trigger rate)
- Some commercial investigation queries
- Question-format queries
- Definitional and explanatory queries
- Lower trigger rate for navigational and transactional queries

**AI Overview Formats:**

| Format | Description | Trigger Pattern |
|--------|-----------|----------------|
| Summary paragraph | Synthesized text answer | Definitional and explanatory queries |
| Bulleted list | Key points extracted from sources | "Benefits of", "reasons for", multi-factor answers |
| Step-by-step | Ordered process | "How to" queries |
| Comparison | Side-by-side analysis | "X vs Y", "difference between" |
| Table | Structured data comparison | Data comparison, pricing, specifications |

**Optimization Playbook:**

1. **Write clear, citable sentences** -- AI systems extract well-formed statements of fact
2. **Front-load key information** -- Place the most important answer in the first 1-2 sentences of each section
3. **Use structured data** -- Schema markup helps AI systems understand your content
4. **Establish topical authority** -- AI overviews prefer citing authoritative sources on a topic
5. **Include original data and statistics** -- Unique data points are highly citable
6. **Create comparison content** -- AI loves to cite well-structured comparison tables
7. **Update content regularly** -- Recency signals influence AI source selection
8. **Use clear section headings** -- AI systems use headings to understand content structure

**Source Citation Patterns:**

| What Gets Cited | Why | How to Optimize |
|----------------|-----|----------------|
| Definitions | AI needs authoritative definitions | Write clear, complete definitions in first paragraph |
| Statistics | AI cites specific data points | Include original research, cite sources |
| Step-by-step processes | AI extracts structured sequences | Use numbered lists with clear step headers |
| Comparison data | AI synthesizes multi-source comparisons | Create comparison tables with clear labels |
| Expert quotes | AI values authoritative voices | Include expert attribution with credentials |

---

### 4. Knowledge Panel

**What it is:** A large information box (typically right sidebar on desktop) showing structured entity information from Google's Knowledge Graph.

**Trigger conditions:**
- Brand/entity queries
- Notable person queries
- Place/organization queries
- Product/service entities

**Optimization Playbook:**

1. **Establish a Google Knowledge Graph entity** -- Ensure your brand exists as a recognized entity
2. **Claim and verify your Knowledge Panel** -- Use the "Claim this knowledge panel" option
3. **Maintain consistent NAP** -- Name, Address, Phone across all web properties
4. **Build Wikipedia presence** -- Knowledge Panels pull heavily from Wikipedia/Wikidata
5. **Use Organization schema markup** -- Help Google understand your entity
6. **Maintain active social profiles** -- Connected social accounts appear in Knowledge Panel
7. **Get featured in authoritative sources** -- Mentions in news, industry publications, and databases

---

### 5. Image Pack

**What it is:** A row of image thumbnails within organic results, linking to Google Images.

**Trigger conditions:**
- Visual queries ("what does X look like")
- Product queries
- Design/inspiration queries
- Some informational queries with visual components

**Optimization Playbook:**

1. **Use descriptive file names** -- `seo-audit-checklist-template.png` not `IMG_4523.png`
2. **Write complete alt text** -- Describe the image content and context accurately
3. **Optimize image file size** -- Compress without losing quality (WebP format preferred)
4. **Use original images** -- Stock photos rarely rank; original screenshots, diagrams, and photos perform better
5. **Add image structured data** -- ImageObject schema when applicable
6. **Place images near relevant text** -- Context from surrounding content helps ranking
7. **Create image sitemaps** -- Help Google discover all your images
8. **Use responsive images** -- Serve appropriate sizes for different devices

---

### 6. Video Carousel / Video Results

**What it is:** A horizontal carousel of video thumbnails, typically from YouTube, or individual video results with thumbnails in organic listings.

**Trigger conditions:**
- "How to" queries
- Tutorial and instructional queries
- Entertainment queries
- Review queries
- Any query where video content provides superior user experience

**Optimization Playbook:**

1. **Host on YouTube** -- YouTube videos dominate video carousels
2. **Optimize video title** -- Include target keyword naturally
3. **Write detailed descriptions** -- First 2-3 lines appear in search; include keywords and summary
4. **Add chapters/timestamps** -- Key Moments markup helps Google surface specific sections
5. **Create transcripts** -- Closed captions and transcripts provide indexable text
6. **Use VideoObject schema** -- On your own site pages embedding video
7. **Design compelling thumbnails** -- Higher CTR from search results
8. **Target video-intent keywords** -- "How to" and tutorial queries have highest video potential

---

### 7. Local Pack (Map Pack)

**What it is:** A map with 3 local business listings showing name, rating, address, and hours.

**Trigger conditions:**
- "[service] near me" queries
- "[service] in [location]" queries
- Queries with implicit local intent
- Service-based business queries

**Optimization Playbook:**

1. **Claim and optimize Google Business Profile** -- Complete every field
2. **Build consistent local citations** -- NAP consistency across directories
3. **Collect and respond to reviews** -- Volume and recency of reviews matter
4. **Add photos regularly** -- Active profiles rank higher
5. **Use local business schema** -- LocalBusiness structured data on website
6. **Create location-specific pages** -- If multiple locations, each needs its own page
7. **Build local backlinks** -- Local news, chambers of commerce, community sites
8. **Post Google Business updates** -- Regular posts signal activity

---

### 8. Shopping Results

**What it is:** Product listing ads and free product listings with images, prices, and store names.

**Trigger conditions:**
- Product purchase queries
- Product name queries
- "Buy [product]" queries
- Price comparison queries

**Optimization Playbook:**

1. **Submit product feed to Google Merchant Center** -- Required for shopping results
2. **Optimize product titles** -- Include key attributes (brand, color, size, model)
3. **Use high-quality product images** -- White background, multiple angles
4. **Implement Product schema** -- Structured data for price, availability, reviews
5. **Keep pricing accurate** -- Mismatches between feed and landing page cause disapproval
6. **Collect product reviews** -- Aggregate ratings appear in shopping results
7. **Optimize landing pages** -- Fast, mobile-friendly, clear purchase path

---

### 9. Sitelinks

**What it is:** Additional links beneath a search result that point to specific pages within the same domain.

**Sub-types:**

| Sub-type | Appearance | Trigger |
|---------|-----------|---------|
| Full sitelinks | 4-6 two-column links with descriptions | Brand/navigational queries for authoritative sites |
| Inline sitelinks | 2-4 single-line links | Semi-navigational queries |
| Search box sitelinks | Site-specific search box | Large, well-structured sites |

**Optimization Playbook:**

1. **Build clear site architecture** -- Logical hierarchy with descriptive navigation
2. **Use descriptive page titles** -- Each page should have a unique, clear title
3. **Implement breadcrumb schema** -- Helps Google understand site structure
4. **Create a comprehensive sitemap** -- XML sitemap submitted to Search Console
5. **Build internal links** -- Strong internal linking reinforces page importance
6. **Use SearchAction schema** -- Enables the sitelinks search box

---

### 10. Rich Results (Schema-Dependent)

These features depend on specific structured data markup:

| Rich Result | Schema Required | Content Type | Visual Impact |
|------------|----------------|-------------|--------------|
| FAQ | FAQPage | FAQ sections on any page | Expandable Q&A below listing |
| How-To | HowTo | Step-by-step instructions | Steps with optional images |
| Review Stars | Review / AggregateRating | Product/service reviews | Star rating in snippet |
| Recipe | Recipe | Food/cooking content | Image, cook time, calories |
| Event | Event | Event listings | Date, location, price |
| Job Posting | JobPosting | Job listings | Salary, location, company |
| Course | Course | Educational content | Provider, description, rating |
| Breadcrumb | BreadcrumbList | Any page with hierarchy | Path display replacing URL |

**General Rich Result Optimization:**

1. **Validate with Rich Results Test** -- Test every page before publishing
2. **Follow Google's structured data guidelines** -- No cloaking or misleading markup
3. **Keep markup accurate** -- Schema content must match visible page content
4. **Monitor in Search Console** -- Check Enhancement reports for errors
5. **Don't over-mark** -- Only add schema for content types genuinely on the page

---

### 11. Related Searches / People Also Search For

**What it is:** Related query suggestions at the bottom of the SERP ("Related searches") or shown after a user clicks a result and returns ("People also search for").

**Value for SEO:**
- Keyword discovery -- reveals semantically related queries
- Content gap identification -- topics users explore after your target query
- Topic cluster planning -- natural subtopics to cover

**How to Use:**
1. Mine related searches for content ideas and internal linking opportunities
2. Cover related topics within your content to demonstrate comprehensiveness
3. Use related search terms as H2/H3 headings in long-form content

---

### 12. "Things to Know" / Key Moments

**What it is:** Carousel cards showing key aspects of a topic, or key moments within a video.

**Trigger conditions:**
- Broad informational queries
- Multi-faceted topics
- Video content with chapters

**Optimization:**
- Cover multiple aspects of a topic comprehensively
- Use clear section headings that match common subtopics
- For video: add chapter markers with timestamps

---

## SERP Feature Prioritization Matrix

Not all SERP features deserve equal attention. Prioritize based on your content type and goals:

| SERP Feature | Traffic Impact | Effort to Win | Best For |
|-------------|---------------|--------------|---------|
| Featured Snippet | Very High | Medium | Informational content sites |
| AI Overview citation | High (growing) | Medium-High | Authority/expertise sites |
| People Also Ask | Medium-High | Low-Medium | FAQ-rich content |
| Video Carousel | High | High (video production) | Tutorial/how-to content |
| Local Pack | Very High (local) | Medium | Local businesses |
| Rich Results (FAQ) | Medium | Low | Any content with Q&A |
| Rich Results (Review) | Medium-High | Low-Medium | Product/service reviews |
| Image Pack | Medium | Low-Medium | Visual content creators |
| Shopping Results | Very High (ecommerce) | Medium | Product sellers |
| Knowledge Panel | Medium (brand) | High (long-term) | Established brands |
| Sitelinks | Low (brand already ranking) | Low (structural) | Large, structured sites |

---

## SERP Feature Monitoring Framework

### What to Track

| Metric | Frequency | Tool Category | Action Threshold |
|--------|-----------|--------------|-----------------|
| Featured snippet ownership | Weekly | ~~SEO tool | Lost snippet → investigate within 48 hours |
| AI Overview citation rate | Weekly | ~~AI monitor | Citation loss → review content freshness |
| PAA presence for target keywords | Monthly | ~~SEO tool | New PAA questions → create content |
| SERP feature composition changes | Monthly | ~~SEO tool | New feature appearing → optimize for it |
| Rich result errors | Weekly | Search Console | Any error → fix immediately |
| Local Pack ranking | Weekly | ~~SEO tool | Drop below position 3 → investigate |

### SERP Feature Change Analysis

When SERP features change for your target keywords, investigate:

| Change | Possible Causes | Recommended Action |
|--------|----------------|-------------------|
| Featured snippet disappeared | Google removed snippet for this query; competitor won it | Check if snippet still exists; create better snippet-targeted content |
| AI Overview appeared (new) | Google expanded AI Overviews to this query type | Optimize content for AI citation |
| AI Overview disappeared | Query type removed from AI Overview program | Refocus on traditional SERP features |
| Video carousel appeared | Google detected video intent for this query | Create video content for the keyword |
| Local Pack appeared | Google detected local intent shift | Consider local SEO if relevant |
| Shopping results appeared | Google detected commercial intent shift | Consider product markup or adjust content angle |

---

## SERP Feature Combination Patterns

Certain SERP feature combinations indicate specific opportunities:

| SERP Combination | What It Signals | Opportunity |
|-----------------|----------------|-------------|
| AI Overview + Featured Snippet | Google sees this as high-information query | Optimize for both -- structured content with clear answers |
| Video + PAA + Featured Snippet | Multi-format informational query | Create comprehensive guide with video and FAQ |
| Shopping + Ads + Reviews | Strong commercial intent | Product optimization, review content |
| Local Pack + Ads | Local commercial intent | Google Business Profile optimization |
| No features (just blue links) | Low-feature query (or very new topic) | Potential early-mover advantage for rich results |
| PAA only (no snippet) | Snippet opportunity not yet captured | Create snippet-optimized content |

---

## AI Overview vs. Traditional SERP Feature Strategy

The rise of AI Overviews changes how to prioritize SERP features:

| Scenario | Traditional Strategy | AI-Era Strategy |
|---------|---------------------|----------------|
| Informational query | Win featured snippet | Win AI Overview citation AND featured snippet |
| Comparison query | Create comparison content | Create structured comparison tables (AI prefers these) |
| Definition query | Write clear definition for snippet | Write authoritative, citable definition with evidence |
| How-to query | Create step-by-step list | Create steps with unique insights AI can synthesize |
| List query | Create comprehensive ranked list | Create list with original data/reasoning AI can cite |

### Key Difference

- **Traditional SERP features** reward **format optimization** (structure your content to match the feature)
- **AI Overviews** reward **authority and uniqueness** (be the source AI trusts for accurate, original information)

Optimizing for both requires content that is both structurally sound AND substantively authoritative.

```



---

## Skill Companion Files

> Additional files collected from the skill directory layout.

### _meta.json

```json
{
  "owner": "aaron-he-zhu",
  "slug": "serp-analysis",
  "displayName": "Serp Analysis",
  "latest": {
    "version": "3.0.0",
    "publishedAt": 1772640710030,
    "commit": "https://github.com/openclaw/skills/commit/f0f31c37006e68a997a02fc715c62bdbdf23db5e"
  },
  "history": [
    {
      "version": "2.0.0",
      "publishedAt": 1771043005136,
      "commit": "https://github.com/openclaw/skills/commit/01310fdd227bcca56392c68d8c90365f1eca8743"
    },
    {
      "version": "1.0.3",
      "publishedAt": 1770824372336,
      "commit": "https://github.com/openclaw/skills/commit/afab2f70cf91816a1d001f5948bf1494af3f4874"
    },
    {
      "version": "1.0.2",
      "publishedAt": 1770739640980,
      "commit": "https://github.com/openclaw/skills/commit/a5b7305e5b34bd4f05b3bea2b6d7687dc60dc8bc"
    },
    {
      "version": "1.0.1",
      "publishedAt": 1770559685467,
      "commit": "https://github.com/openclaw/skills/commit/e12e479d7addbf78d0f514f891904db5762ff769"
    }
  ]
}

```