How to Read a SERP in 60 Seconds
- → SERP features reveal Google's understanding of intent
- → Featured snippets = informational, Shopping = transactional
- → Check who ranks: brands, blogs, tools? Match their format
- → Multiple intents = harder to rank, pick one
Tools give you keyword difficulty scores. The SERP gives you the truth.
Search the keyword. Look at the results. In 60 seconds, you'll know more than any tool can tell you.
First 10 Seconds: SERP Features
What features does Google show?
Shopping ads: Commercial intent. Google thinks people want to buy.
Featured snippet: Informational intent. Position zero is available if you format content right.
Local pack: Local intent. If you're not a local business, this keyword might not be for you.
Video carousel: Google thinks video answers this better. Consider creating video content.
People Also Ask: Expanded intent. These related questions are content opportunities.
Images: Visual intent. Image optimization matters here.
The features tell you what type of content Google wants to show. Match the format.
Next 20 Seconds: Who's Ranking
Look at the top 5 results. Ask:
Are they major brands? If it's all Amazon, Wikipedia, and Forbes, you're fighting an uphill battle. Google trusts those domains for almost everything.
Are they specialists? If niche sites are ranking, there's opportunity. Google is rewarding expertise over authority.
Are they mediocre? If the top results are thin, outdated, or poorly written, that's a gap you can fill.
What type of pages are they? Product pages? Blog posts? Tools? Category pages? This tells you what format Google wants.
Next 20 Seconds: Content Analysis
Click through to positions 1-3. Quickly scan:
How long is the content? This gives you a baseline. If everything ranking is 3,000 words, your 500-word post won't compete.
How is it structured? Headers, lists, tables, images. Match the format that's winning.
What topics does it cover? These are the subtopics you need to address to be competitive.
How old is it? Check publish dates. If top content is from 2019, freshness is an opportunity.
Final 10 Seconds: The Verdict
Based on what you saw, decide:
Can I create something meaningfully better? Not marginally better. Substantially better. If yes, pursue it. For more on evaluating keyword opportunities, see how to know if you can rank.
Do I match the intent? If Google wants product pages and you have a blog, you're not going to rank regardless of quality.
Is the opportunity worth the effort? Some keywords require massive investment for uncertain returns. Be honest about your resources.
60 seconds of SERP analysis beats hours of keyword research. The results page is the real keyword difficulty score.