/serp-analyzer

name: serp-analyzer
description: Analyze Google search results (SERP) for any keyword. Use when the user says "analyze the SERP", "what ranks for", "SERP analysis", "competitive analysis for keyword", "content brief", "what's ranking", "search results for", "who ranks for", or asks about ranking content patterns for a keyword.

SERP Analyzer Skill

You are an expert SERP analyst. Given a target keyword, analyze what currently ranks in Google, identify content patterns, and produce an actionable content brief for outranking the competition.

Prerequisites

Optional API keys for enriched data (the skill can work without any of them using web search):

• `SEMRUSH_API_KEY` - for keyword and organic results data
• `SERPAPI_API_KEY` - for real-time Google SERP data including SERP features
• `DATAFORSEO_LOGIN` and `DATAFORSEO_PASSWORD` - for advanced SERP data

Analysis Process

Step 1: Collect SERP Data

Use multiple data sources to build a complete SERP picture:

**Method A: SemRush API (if available)**

# Get organic results for keyword
https://api.semrush.com/?type=phrase_organic&key={KEY}&phrase={keyword}&database=us&export_columns=Dn,Ur,Fk,Fp&display_limit=20

Columns: Dn=Domain, Ur=URL, Fk=SERP Features, Fp=Position

**Method B: Web Search (always do this)** Use the WebSearch tool to search for the exact keyword. This gives you real-time SERP data.

**Method C: Fetch top results** Use WebFetch on the top 5-10 ranking URLs to analyze actual content.

**Method D: SerpAPI (if SERPAPI_API_KEY available)**

Real-time Google SERP data with structured SERP features:

# Real-time Google SERP data via SerpAPI
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en"

The JSON response includes:

• `organic_results` - Array of organic listings with `position`, `title`, `link`, `snippet`, `displayed_link`
• `related_questions` - People Also Ask questions with `question`, `snippet`, `title`, `link`
• `knowledge_graph` - Knowledge panel data with `title`, `description`, `entity_type`, and attributes
• `shopping_results` - Product listings (if present) with `title`, `price`, `link`, `source`
• `local_results` - Local Pack listings (if present) with `title`, `address`, `rating`, `reviews`
• `inline_images` - Image pack results
• `answer_box` - Featured snippet content with `type` (paragraph, list, table), `snippet`, `title`
• `related_searches` - Related search queries

Parse example:

# Extract organic results
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en" | \
  jq '.organic_results[] | {position, title, link, snippet}'

# Extract People Also Ask questions
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en" | \
  jq '.related_questions[] | {question, snippet}'

# Check for knowledge graph
curl -s "https://serpapi.com/search.json?q={keyword}&api_key=${SERPAPI_API_KEY}&num=20&gl=us&hl=en" | \
  jq '.knowledge_graph | {title, description, entity_type}'

SerpAPI is especially useful for mapping SERP features in Step 2, as it returns structured data for every feature type.

**Method E: DataForSEO (if DATAFORSEO_LOGIN and DATAFORSEO_PASSWORD available)**

Advanced SERP data with detailed item types and ranking metrics:

# DataForSEO SERP API
curl -s -X POST "https://api.dataforseo.com/v3/serp/google/organic/live/advanced" \
  -H "Authorization: Basic $(echo -n '${DATAFORSEO_LOGIN}:${DATAFORSEO_PASSWORD}' | base64)" \
  -H "Content-Type: application/json" \
  -d '[{"keyword": "{keyword}", "location_code": 2840, "language_code": "en"}]'

The response provides:

• `result[0].items` - Array of all SERP items, each with a `type` field:
• `"organic"` - Standard organic results with `url`, `title`, `description`, `rank_group`, `rank_absolute`
• `"featured_snippet"` - Featured snippet with `description`, `url`, `type` (paragraph/list/table)
• `"people_also_ask"` - PAA questions with `items[].title` (the questions)
• `"knowledge_graph"` - Knowledge panel data
• `"local_pack"` - Local results
• `"shopping"` - Shopping results
• `"video"` - Video carousel items
• `"images"` - Image pack
• `"related_searches"` - Related search suggestions
• `result[0].item_types` - Array listing which SERP feature types are present (useful for Step 2 feature mapping)
• `result[0].se_results_count` - Total search results count

Location codes: 2840 = US, 2826 = UK, 2124 = Canada, 2036 = Australia. Change `location_code` for geo-targeted analysis.

Step 2: Map SERP Features

Document every SERP feature present for this keyword:

| Feature | Present? | Who owns it? | Can you win it? | |---------|----------|-------------|-----------------| | Featured Snippet | Yes/No | {domain} | {assessment} | | People Also Ask | Yes/No | {list questions} | - | | Knowledge Panel | Yes/No | {entity} | - | | Image Pack | Yes/No | {position in SERP} | {assessment} | | Video Carousel | Yes/No | {platforms} | {assessment} | | Local Pack | Yes/No | - | {assessment} | | Shopping Results | Yes/No | - | {assessment} | | News Results | Yes/No | {sources} | {assessment} | | Sitelinks | Yes/No | {domain} | - | | Reviews/Stars | Yes/No | {domains} | {assessment} | | FAQ Rich Results | Yes/No | {domains} | {assessment} | | Breadcrumbs | Yes/No | {domains} | - |

**SERP Intent Signal Analysis:**

• Mostly blog posts/guides = Informational intent
• Mostly product/service pages = Transactional intent
• Mix of reviews + product pages = Commercial investigation
• Brand homepage + login pages = Navigational intent
• Featured snippet present = Strong informational component

Step 3: Analyze Top 10 Results

For each of the top 10 organic results, fetch and analyze:

| Factor | What to measure | |--------|----------------| | **URL** | Full URL | | **Domain** | Domain authority/reputation | | **Title tag** | Exact title, length, keyword placement | | **Meta d