This document discusses 6 techniques for analyzing search engine result pages (SERPs) to better optimize websites for search engines: 1. Identify if competitors have the keyword or search query in their page titles. 2. Pay attention to whether keywords are included in competitors' URLs. 3. Understand what types of content and pages rank highly in SERPs for specific search terms. 4. Observe how keywords are distributed in titles, descriptions and page content. 5. Check if competitors are using structured data to enrich their search results. 6. Analyze competitors' description text to improve click-through rates and search rankings.

1. 6 REMARKABLE
TECHNIQUES THAT
YOU CAN DISCOVER
FROM EVERY SERP
Discussed By: Allan S. Guese

2. Why Google SERP is your friend?
 This is where Google displays what it prefers to return in search results
 You can nearly decode the algorithm just by observing
 See the most accepted page title pattern
 Relevant content that corresponds to the query is available at a glance
 Get a hint on how to outrank your competitor

3. 6 Remarkable Techniques that You Can Discover from Every SERP
1. Identify the presence of the keyword or query string in the title
2. Pay attention to the significance of keywords in URL
3. Understand what kind of results are favored in search results
4. Observe how keywords are distributed in title, description, and content
5. Know whether sites are using structured data or not
6. Get a feel for the descriptions

4. 1. IDENTIFY THE PRESENCE OF
KEYWORDS OR QUERY STRING IN
THE TITLE

5. Identify the Presence of Keywords in the Title
• If your competitor is
outranking you, this is where
you’ll find how the title has
functioned into their ranking
• Compare how your
competitors associate the
terms in the title
• Keywords in title are
important but not necessarily
trump all factors

6. 2. PAY ATTENTION TO THE
SIGNIFICANCE OF KEYWORDS IN
URL

7. Significance of Keywords in URL
 Does your competitor have
keywords in the URL?
 Does your URL lack keywords
in the URL?
• If both answer is Yes, you’ve
found an area that you
missed
• Create a page that associates
the keyword you are targeting
• Keywords in URL does have
an effect in SEO

8. Significance of Keywords in URL
See in this search term sample:
“video ad monetization platform”

9. 3. UNDERSTAND WHAT KIND OF
RESULTS ARE FAVORED IN
SEARCH RESULTS

10. Results that Are Favored in Search Results
• Find out what contents are
ranking best
• You’ll get a hint of the content
that you need to generate
• See how your competitor
used that content to their
advantage

11. Results that Are Favored in Search Results
• See the favored content for
the term “outrank your
competitor in google”

12. 4. OBSERVE HOW KEYWORDS ARE
DISTRIBUTED IN TITLE AND
DESCRIPTION

13. How Keywords are Distributed in Title and Description
• Most times, Google doesn’t
display your chosen long-tail
keyword
• Every part of the keyword is
distributed, swapped, and
synonymized within the
metadata
• You’ll get a grasp on how to
create the most effective
metadata when you’re familiar
with the SERPs.

14. How Keywords are Distributed in Title and Description
• Parts of the keyword are
distributed within the
metadata

15. 5. KNOW WHETHER SITES ARE
USING STRUCTURED DATA OR
NOT

16. Know Whether Sites are Using Structured Data or Not
• Get an opportunity to see if
your competitor is using
structured data
• According to studies in 2014,
pages with schema markup
rank higher in search results
and not many sites have this
integrated.
• But must not overdo it if your
using it in your homepage.
Google recommends against
the use of rich snippets on
the homepage

17. Know Whether Sites are Using Structured Data or Not
• Search term: “hotels in
baguio”

18. 6. GET A FEEL FOR THE
DESCRIPTIONS

19. Get a Feel for the Descriptions
• Descriptions have a huge
impact in SEO
• They affect Clickthroughs
• Clickthroughs affect search
results
• Google uses Clickthrough rate
to rank sites in the SERPs

20. Get a Feel for the Descriptions
• This result shows the effect of
descriptions in SERP
• Search term: “apartments in
colorado springs colorado”

21. @AllanGuese