SERP Feature Competitor Analysis: What Changed After Google’s November Search Ranking Update?

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The digital marketing landscape, as we all know, is constantly shifting. Staying ahead requires vigilance, an understanding of the latest trends, and the ability to adapt. One of the most critical areas to monitor is the ever-evolving world of Search Engine Results Pages (SERPs). And, of course, a core piece of this involves knowing the competition.

Understanding the Evolution of Search Results

Google’s algorithms are constantly updated, tweaked, and refined. These changes, often rolled out gradually, can have significant impacts on visibility and, ultimately, on business performance. The recent November search ranking update, for example, brought with it a series of changes that are worth a close examination. We’re talking about more than just keyword rankings. We are talking about the way information is presented and, in this context, how your information is presented in relation to that of your competitors. That’s the key: competition.

It’s crucial to recognize that the SERP isn’t just a list of blue links anymore. It’s become a dynamic ecosystem, filled with what we call SERP features. This includes things like featured snippets, knowledge panels, image carousels, video results, and a whole host of other interactive elements. Understanding how these features impact your presence, and how your competitors are leveraging them, is critical for success.

The Value of Analysis

The goal of any digital marketing strategy is to achieve optimal visibility and conversions. In order to achieve these goals, you’ve got to understand how your competitors are working. Analyzing the SERP Feature landscape is, in my opinion, a critical piece of this.

This kind of analysis provides several key advantages:

• Identifying Opportunities: Where are the gaps in the SERP? Are your competitors dominating certain feature types, leaving room for you to capitalize on others? Are there content formats you haven’t explored?
• Benchmarking Performance: How do you stack up against the competition in terms of SERP feature visibility? Are you behind, ahead, or on par?
• Informing Strategy: The information gained can inform your content strategy, SEO efforts, and overall marketing plan. This includes things like keyword research, content creation, and technical optimization.

Here’s an example: If your competitors consistently appear in video carousels for relevant search terms, you might consider creating more video content. If they’re frequently featured in knowledge panels, you might explore how to optimize your content to answer the questions that trigger these panels.

How the November Update Shook Things Up

The November update, from what I’ve seen, brought some pretty interesting shifts. While it’s difficult to pinpoint the exact changes with absolute certainty (Google rarely discloses all the specifics), observations of the SERPs before and after the update suggest some notable trends. There was definitely a noticeable shakeup in the visibility of certain features and content types.

One thing I’ve noticed is a potential emphasis on user experience. Google seems to be prioritizing results that offer a seamless and informative experience for the searcher. This means that content that is well-structured, easy to read, and provides direct answers to user queries seems to be getting a boost. So that means a greater need to focus on what users want and what they consider the best information. That, in turn, means your analysis has to stay ahead of all of it.

Specific Changes to Observe

To gain an understanding of how your SERP Feature Competitor performance has been impacted, consider these points:

• Featured Snippets: Take a look at which of your keywords still trigger featured snippets and if your competitors have taken over snippets you previously held.
• People Also Ask (PAA) boxes: The frequency and content in PAA boxes may have shifted.
• Image Results: Have there been changes in image carousel placements or the prominence of image results in general?
• Video Carousels: Pay attention to video results. Are your competitors showing up more or less frequently?
• Local Pack: Is your business’ local pack visibility affected? Check the map rankings.

Tools for the Job

Manually tracking these changes is possible, but it is also time-consuming and inefficient. Several tools have made this task much easier. Some good ones include:

• Semrush: Offers a robust suite of SEO tools, including the ability to track SERP features and monitor competitor activity.
• Ahrefs: A powerful SEO platform that provides similar features to Semrush, with a focus on backlink analysis and keyword research.
• Moz: Another popular platform with SEO tools, and a focus on site auditing, rank tracking, and competitor analysis.

These kinds of tools allow you to track changes over time, identify trends, and analyze your competitor’s strategies.

Data Interpretation: What Does it All Mean?

Once you’ve collected the data, the real work begins: interpretation.

Look for patterns. Are particular competitors consistently outperforming you in specific SERP features? If so, what are they doing differently? Analyze their content, their website structure, and their overall approach.

Then, ask the “why” questions. Why is their content ranking in featured snippets? Why are their videos appearing in carousels? Why are they getting more clicks from the local pack?

Use your insights to inform your own strategy. If you see a competitor consistently winning in a particular feature, analyze their strategy to see if you can replicate it, or see if you can find a slightly different approach that works better.

Frequently Asked Questions

Q: How often should I conduct SERP Feature Competitor analysis?

A: It is recommended that you perform analysis at least quarterly, if not monthly. The digital landscape is always changing.

Q: Are there any free tools that can help with analysis?

A: Yes, Google Search Console is free and will provide some valuable data. You can also utilize browser extensions that display SERP features.

Q: How important are backlinks in the context of SERP features?

A: Backlinks remain a critical factor in SEO, and they certainly influence the visibility of your content in SERP features. High-quality backlinks help establish your website’s authority.

Q: Can I influence the type of SERP features that appear for my keywords?

A: Yes, in many cases. By optimizing your content for user intent, structuring your content effectively, and adhering to Google’s guidelines, you can increase your chances of appearing in relevant SERP features.

Wrapping Up

Effectively analyzing your SERP Feature Competitor performance, particularly after major search algorithm updates, is essential for maintaining and improving your online presence. By paying attention to the changes and learning from the successes of your competitors, you can ensure that you’re prepared to SERP up in the competitive digital world.