How can competitor and SERP feature analysis be combined to assess search competition?

To combine competitor analysis with SERP (search engine results page) feature analysis, compare three things for the same target keyword: which websites rank highest, which special placements appear, and how competitors appear within them. Look beyond organic rankings to features such as images, videos, and “People also ask,” then assess which answers or formats your content lacks. This can help you decide where to compete, but it does not guarantee placements or traffic. (S3, S6, S9)

Use target keywords to identify your actual search competitors

Identify competitors from the search results for your target keywords, rather than relying solely on a list of familiar brands. First, examine the titles and content of top-ranking pages, then determine what you need to offer to compete with existing results. If well-known brands dominate the top positions, new websites or small businesses may find it harder to outrank them. These established websites often have greater authority, more backlinks, and high-quality content, but smaller sites may still have opportunities. (S6, S10)

Separate which features appear from which competitors appear in them

A feature appearing in search results does not mean a particular competitor has secured a placement within it. Record the following details from the actual results to go beyond simply noting whether a feature is present: (S9)

• Standard search results: Record top-ranking websites, page titles, and your own ranking as a baseline for comparison.
• SERP features: Record which features appear, where they appear, and any identifiable pages or websites within them.
• Content differences: Compare the questions and answers displayed with your own content to identify topics you have not covered.

For example, if “People also ask” includes questions relevant to your business, examine how competitors answer them, then check whether your own pages answer them too. Knowledge panels can also offer clues about related topics, but not every feature can be targeted in the same way. (S6, S9)

Use the comparison to guide content changes, then keep tracking

A 2022 Semrush article suggests adding an FAQ section or using important questions as subheadings, with direct answers in the first few sentences below them. This is advice on adjusting content structure based on clues from SERP features. It is not a promise of inclusion by search engines or a current rule that guarantees visibility. Comparing gaps between your content and competitors’ content can also help you decide whether to update existing content or create a separate page. (S9, S6)

At Procrustes, we turn the questions clients genuinely care about into articles, with ongoing content planning, writing, and updates.

When tracking results over time, record comparison conditions such as device, search engine, and location, and keep them consistent. According to Semrush’s 2023 tool documentation, Position Tracking lets you configure these conditions and view rankings, the SERP features that appear, and competitors’ performance. When using such reports, distinguish “estimated traffic” from actual traffic. Also, this historical documentation does not necessarily reflect the current interface. (S5)