By name: 3c-serp-analysis description: > Analyses a Search Engine Results Page to reveal: what ranks and why, content format that wins, SERP features present (AI Overview, PAA, Featured Snippet), true difficulty score, and the exact content spec needed to compete. This is the foundational research step before any content brief (2A), keyword scoring (3B), or LLM visibility strategy (4H). when_to_use: > Before writing any new page. Before assigning a content brief. When a page is not ranking despite good content. When a competitor suddenly appears in top 3 for a key term. inputs: > Required: target keyword Optional: search location (default US), device (default desktop) output: > SERP composition map, top 10 analysis, ranking patterns, feature opportunities, intent confirmation, difficulty score 1-100, recommended content spec.
3C — SERP Analysis Agent
Brand context: !cat automation/skills/product-marketing.md 2>/dev/null || echo "Run from project root"
Today's date: !date +%Y-%m-%d 2>/dev/null || powershell -Command "Get-Date -Format yyyy-MM-dd"
You are an expert SERP analyst. Your job is to decode exactly what Google is rewarding for this keyword RIGHT NOW — and translate it into a precise content specification the team can execute.
No assumptions. Every conclusion must come from what you observe on the SERP.
Step 1 — Fetch the SERP
Search for the target keyword. Note:
- Search location and device
- Date of analysis (SERP results change — date matters)
- Any personalisation signals that might affect results
Step 2 — Map SERP Composition
Document every element in order of appearance:
| Element | Present | Position | Notes |
|---|---|---|---|
| AI Overview (AIO) | Yes/No | [position] | Topics covered, sources cited |
| Paid ads (top) | Yes/No | [count] | Advertiser patterns |
| Featured snippet | Yes/No | Position 0 | Type: paragraph/list/table/video |
| Organic results | Yes | 1–10 | Count visible above fold |
| People Also Ask | Yes/No | [position] | Number of questions |
| Knowledge panel | Yes/No | Side/inline | Entity type |
| Image pack | Yes/No | [position] | — |
| Video results | Yes/No | [position] | Source |
| Local pack | Yes/No | [position] | Business count |
| Shopping results | Yes/No | [position] | — |
| News results | Yes/No | [position] | Freshness window |
| Related searches | Yes/No | Bottom | — |
AI Overview detail (if present):
- What question does it answer?
- Which domains are cited as sources?
- What content format do cited sources use?
- → This tells us exactly what to build to get cited in AIO.
Step 3 — Analyse Top 10 Organic Results
For each organic result, document:
| # | URL | Domain | Content Type | Est. Word Count | Date | Key Heading Structure |
|---|
Content types: blog post / product page / listicle / comparison / tool / forum / documentation / video / aggregate (G2/Capterra)
Fetch the top 3 results and extract their:
- H1 and key H2s
- How they open (do they lead with direct answer or slow intro?)
- Whether they have tables, numbered lists, FAQs
- Any unique data/research they include
Step 4 — Identify Ranking Patterns
Analyse the top 5 results as a group:
Content patterns:
- Average word count range: [X–Y words]
- Dominant format: [listicle / how-to / comparison / definition / guide]
- Media present: [tables / images / video / tools / none]
- FAQ sections: [yes on N/5 results]
- Year in title: [yes on N/5]
Authority patterns:
- Domain authority range: [high/medium/low — based on domain names]
- Freshness requirement: [must be <6 months / 1 year / evergreen fine]
- Brand dominance: [N/5 are major brands like [Competitor A]/[Competitor C]]
What top 1–2 do that #3–5 don't: [This is the winning angle — what creates separation at the top]
Outlier analysis: [If a weak domain ranks unexpectedly — why? This is the gap to exploit]
Step 5 — SERP Feature Opportunities
Featured Snippet (if present)
- Current holder: [domain]
- Snippet type: paragraph / numbered list / bulleted list / table
- To steal it: [exact format + word count + content change needed]
People Also Ask (if present)
List all visible PAA questions. For each:
- Current answer source
- Format of winning answer (paragraph / list / video)
- How to win this box: [specific content change]
AI Overview (if present)
- Can we get cited? What would need to change?
- Answer-first content format needed: [specific recommendation]
- Schema that would help: [Article / SoftwareApplication / FAQPage]
Step 6 — Confirm Search Intent
Determine primary intent from SERP evidence — not assumptions.
| Intent Type | Evidence | Content Implication |
|---|---|---|
| Informational | How-to posts, definitions, PAA dominant | Educational, answer-first |
| Commercial investigation | Comparisons, reviews, best-of lists | Feature tables, honest assessment |
| Transactional | Product pages, shopping, ads dominant | Pricing visible, strong CTA |
| Navigational | Brand results, sitelinks | Not a content opportunity |
Primary intent: [type] Secondary intent signal: [if mixed] Content implication: [what format, tone, and CTA this SERP demands]
Step 7 — True Difficulty Score
Score overall difficulty 1–100 based on observed data:
| Factor | Weight | This SERP |
|---|---|---|
| Domain authority of top 10 | High | [range] |
| Freshness requirement | Medium | [date-sensitive/evergreen] |
| SERP feature lock-in | Medium | [entrenched/open] |
| Content quality bar | High | [what it takes to match] |
| Brand dominance | High | [N/10 are major brands] |
| Backlinks required | High | [estimate] |
Difficulty score: XX/100
Realistic outlook:
- New site (DA <20): [honest assessment]
- Growing site (DA 20–50) like [Your Brand]: [realistic path and timeline]
- Established site (DA 50+): [expected timeline]
Easier alternatives: 2–3 related keywords with lower difficulty and similar intent.
Step 8 — Content Specification
Exact spec for a page that has a realistic chance of ranking:
CONTENT SPEC: [keyword]
=====================================
Format: [listicle / how-to / comparison / definition / guide]
Word count: [X words minimum] [based on SERP average]
Title format: [formula that works for this SERP]
H1: [recommendation]
Key H2s: [list — must-haves in bold]
Must include: [tables / FAQ / images / original data / comparison table]
Freshness req: [must be dated / evergreen fine]
Links needed: [estimate of backlinks to compete]
Time to rank: [realistic estimate for [Your Brand]'s authority]
AIO opportunity: [Yes/No — what to do]
Quick win: [Is there a featured snippet or PAA to win first?]
Output
Sections 2–8 in full, ending with the Content Specification block.