Definition
SERP intent analysis is an analytical method that involves examining the first page of Google results for a given keyword to understand the dominant search intent and the type of content Google deems relevant. The analysis covers: result types (product pages, blog posts, comparisons, videos, images, featured snippets, People Also Ask), dominant format (lists, long guides, short pages, multimedia), SERP features present (Knowledge Panel, Local Pack, Shopping, AI Overviews), common structure of top 10 pages (word count, headings, visual elements), and positioned domains (e-commerce, media, forums, official sites). This analysis is essential before creating content because it reveals what Google expects for a keyword. If the top 10 are long 3,000-word guides, creating a 200-word product page has no chance. SERP intent analysis can be done manually or with tools like Surfer SEO, Clearscope, or Semrush.
Key Points
- Analyze the top 10 to identify dominant intent and expected format
- Examine SERP features (snippets, PAA, Shopping, AI Overviews)
- Essential before any content creation to align format with Google expectations
Practical Examples
SERP analysis for 'backlink'
Analyzing the 'backlink' SERP reveals: featured snippet with definition, 7 informational blog posts, 2 tool pages, 1 YouTube video. Dominant intent is informational. Winning format is a long guide (2,500+ words) with definition, examples, and tutorial.
Mixed intent detected
The SERP for 'link building platform' shows: 4 comparisons, 3 platform pages, 2 guides. Intent is mixed (commercial + informational). Optimal strategy is a detailed comparison with informational elements.
Frequently Asked Questions
Search for the keyword on Google (in private browsing), examine the top 10 results: content type (blog, product, comparison), format (list, guide, video), length, SERP features present. Note common patterns. Tools like Surfer SEO automate this analysis.
Yes, SERP intent evolves. For example, an initially informational query can become transactional as a market develops. It is recommended to re-analyze SERPs periodically to adjust your content.
Go Further with LemmiLink
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Last updated: 2026-02-07