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serp-analysis skill

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/plugins/seo/skills/serp-analysis

This skill helps you analyze SERP results for intent, features, and competitive insights to inform content strategy.

npx playbooks add skill madappgang/claude-code --skill serp-analysis

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md

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---
plugin: seo
updated: 2026-01-20
name: serp-analysis
description: SERP analysis techniques for intent classification, feature identification, and competitive intelligence. Use when analyzing search results for content strategy.
---
plugin: seo
updated: 2026-01-20

# SERP Analysis

## When to Use

- Analyzing search results for a keyword
- Classifying search intent
- Identifying SERP feature opportunities
- Competitive intelligence gathering

## Intent Classification

### Intent Types

| Intent | SERP Signals | User Goal | Content Format |
|--------|--------------|-----------|----------------|
| **Informational** | Wikipedia, knowledge panels, "what is" queries | Learn something | Guide, tutorial, explainer |
| **Commercial** | Reviews, comparisons, "best X" queries | Compare options | Comparison, listicle, review |
| **Transactional** | Product pages, shopping results, "buy X" | Purchase something | Product page, pricing |
| **Navigational** | Brand homepage, login pages | Find specific site | Homepage, login page |

### Classification Process

1. **Search the keyword** using WebSearch
2. **Analyze result types**:
   - All informational = Informational intent
   - Mix of reviews/comparisons = Commercial intent
   - Product pages dominant = Transactional intent
   - Single brand dominant = Navigational intent
3. **Check for mixed intent** (common for broad keywords)
4. **Note confidence level** (% of results supporting classification)

## SERP Features

### Feature Identification

| Feature | How to Identify | Optimization Strategy |
|---------|-----------------|----------------------|
| **Featured Snippet** | Box at top with answer | Direct answer in first 100 words |
| **People Also Ask** | Expandable question boxes | FAQ section, answer common questions |
| **Image Pack** | Row of images | High-quality images with alt text |
| **Video Results** | YouTube thumbnails | Create video content |
| **Local Pack** | Map with business listings | GMB optimization, location pages |
| **Knowledge Panel** | Right sidebar info box | Schema markup, Wikipedia presence |
| **Sitelinks** | Sub-links under main result | Clear site structure, internal linking |

### Featured Snippet Types

| Type | Format | How to Optimize |
|------|--------|-----------------|
| Paragraph | Text block | 40-60 word direct answer |
| List | Numbered/bulleted list | Use ordered/unordered lists |
| Table | Data table | Use HTML tables |
| Video | YouTube embed | Create relevant video content |

## Competitive Analysis

### Competitor Data to Collect

For each top 10 result, note:

1. **Domain authority** (relative, not exact)
2. **Content format** (guide, listicle, comparison, etc.)
3. **Word count** (approximate)
4. **Heading structure** (H2 topics covered)
5. **Unique angle** (what makes them different)
6. **Content gaps** (what they miss)

### Competitor Matrix Template

| Rank | Domain | Format | Words | Unique Angle | Gap |
|------|--------|--------|-------|--------------|-----|
| 1 | {domain} | {format} | {count} | {angle} | {gap} |
| 2 | {domain} | {format} | {count} | {angle} | {gap} |
| ... | | | | | |

## Output Format

```markdown
## SERP Analysis: {keyword}

### Search Intent
- **Primary Intent**: {Informational | Commercial | Transactional | Navigational}
- **Confidence**: {percentage}%
- **Secondary Intent**: {if mixed}

### SERP Features Present
- [ ] Featured Snippet ({type})
- [ ] People Also Ask
- [ ] Image Pack
- [ ] Video Results
- [ ] Local Pack
- [ ] Knowledge Panel
- [ ] Sitelinks

### Competitor Analysis
| Rank | Domain | Format | Words | Unique Angle |
|------|--------|--------|-------|--------------|
| 1 | {domain} | {format} | {count} | {angle} |
...

### Content Gaps Identified
1. {gap} - {which competitors miss this}
2. {gap} - {which competitors miss this}

### Recommendations
1. **Content Format**: {recommended format based on SERP}
2. **Word Count**: {recommended based on competitors + 20%}
3. **Featured Snippet**: {opportunity and how to capture}
4. **Differentiator**: {unique angle to stand out}
```

Overview

This skill provides practical SERP analysis techniques for intent classification, feature identification, and competitive intelligence to inform content strategy. It helps you evaluate search results, spot feature opportunities, and build a prioritized content plan. Use it to convert SERP signals into concrete editorial and optimization actions.

How this skill works

Run a search for your target keyword, then classify intent by inspecting top results and dominant result types. Detect SERP features (featured snippets, PAA, image packs, video, local pack, knowledge panels, sitelinks) and score opportunities. Collect competitor metrics (format, approximate word count, headings, unique angle, content gaps) and produce structured recommendations for content format, length, snippet capture, and differentiation.

When to use it

Planning content for a new keyword or topic
Determining search intent before writing or updating pages
Identifying quick wins from SERP features (snippets, PAA, image/video packs)
Performing competitive research to map content gaps
Prioritizing pages for optimization or new content creation

Best practices

Search from an unbiased environment (incognito, neutral location) to reduce personalization effects
Classify intent based on dominant result types and note mixed intents with confidence percentages
Log every SERP feature observed and map to an optimization tactic (FAQ for PAA, short answer for snippets)
Capture competitor structure: format, headings, approximate word count, and unique angle
Recommend a word count baseline + ~20% over top competitors and include a distinct differentiator

Example use cases

Keyword research: decide whether a topic requires an explainer guide, comparison, or product page
Snippet capture: craft a 40–60 word direct answer and place it in the lead to target paragraph featured snippets
Content gap analysis: map top 10 competitors, list missing subtopics, and create an editorial brief to fill gaps
Local SEO: identify local pack and optimize GMB, location pages, and schema for map visibility

FAQ

How do I decide primary intent when results are mixed?

Quantify the share of result types and pick the majority as primary; record a secondary intent and a confidence percent based on proportion of supporting results.

What’s the fastest way to spot featured snippet opportunities?

Scan the top block for boxed answers and look for queries answered in short, factual chunks; prioritize queries where top pages lack a concise 40–60 word answer.