View SERP insights

As SERPs get more advanced, so should your insights 

Everyone wants to reach #1 in the SERP rankings, but there are many other ways to know if you’re winning the SEO game–and other signals to consider. A healthy and competitive mix of high rankings and SERP features is a strong indicator of marketing success. 

The good news is you don’t need to deep dive into every individual keyword for which you rank. You can focus on a handful of keywords that are most relevant to your website, and use tools like the SERP Checker to uncover the right opportunities so you can rise to the top.

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What to consider in the SERPs

With Semrush’s tools, you can get the level of analysis you need to make informed SEO decisions and then report on outcomes to help iterate further. 

Focus your efforts on specific aspects of the SERP that drive the biggest impact to get the most out of your analysis.

AI Overviews & SERP features

Google’s AI Overviews (SGE) and other SERP features (People Also Ask, Featured Snippets, Local Packs) can significantly impact organic visibility. If AI Overviews are dominating the results, you need to look at how your content is being referenced and optimize for inclusion. 

Adjusting content structure, using authoritative sources, and focusing on user intent can boost your chances of appearing in AI-generated summaries. This is a sign of expertise and can help increase your brand awareness.

Semrush reports on SERP features, which you can export and further assess offline.

Competitor Analysis

Understanding which competitors rank for a keyword helps identify gaps and opportunities. Analyze the top-ranking pages for content quality, backlink profiles, and on-page optimizations like keyword usage and structured data. 

Look for patterns in content format (e.g., listicles, guides, videos) and engagement signals to refine your strategy.

Click-through rate (CTR) & SERP positioning

Ranking high isn’t enough if users aren’t clicking. A low CTR despite a high position might indicate that meta titles, descriptions, or rich results aren’t compelling enough. 

Testing variations of meta tags, using emotional triggers, or leveraging structured data for rich snippets can improve visibility and engagement.

Pro tip: Use the AI-powered domain-specific recommendations option to get insights tailored to your website.

Search intent

Google increasingly prioritizes intent over exact-match keywords. Review whether your content aligns with informational, transactional, or navigational intent based on the SERP landscape. If competitors’ content satisfies user needs better (e.g., detailed product comparisons instead of basic descriptions), adjusting content depth and format is crucial.

Content format & media optimization

SERPs increasingly favor diverse content formats, including video, images, and interactive elements. If Google prioritizes video carousels or image packs, consider integrating more multimedia elements. 

Embedding high-quality videos, optimizing images with descriptive alt text, and utilizing structured data can help secure additional SERP real estate.

Use the SERP Checker to strategically assess keyword rankings

Quickly learn and compare individual SERPs so you can understand what content is needed to meet your audience’s search needs–and what it takes to beat the competition. Semrush’s full range of tools, now with additional AI-powered functionality, work together to deliver the right insights you need when you need them. Together, they help you build a holistic SEO strategy to gain visibility and traction with your intended audience. Sign up for a free trial today!