Want to outsmart your competitors on Google? Start by analyzing their keywords and how they leverage SERP features like featured snippets, People Also Ask (PAA) boxes, and local packs. These insights can help you boost your search rankings, fill content gaps, and attract more clicks.

  • SERP Features Dominate: 98.47% of Google results include at least one SERP feature (Semrush, Oct 2024).
  • Featured Snippets: Drive up to 42.9% click-through rates, compared to just 2.1% for paid ads.
  • PAA Boxes: Appear in 51.85% of searches and reveal subtopics your audience cares about.
  • Local Packs: Key for businesses targeting local customers, highlighting competitors and location-specific keywords.

How to start?

  1. Identify Key SERP Features: Focus on snippets, PAA, and local packs for actionable insights.
  2. Use SEO Tools: Platforms like Ahrefs, Semrush, or SpyFu help uncover competitor keywords and track performance.
  3. Analyze Content: Study how competitors earn featured snippets and address PAA questions.
  4. Monitor Regularly: Use automated tools to track changes and refine your strategy over time.

Using SERP Feature Data to Uncover Opportunities

Step 1: Identify Key SERP Features to Monitor

With 98.47% of Google search results now featuring at least one SERP element (according to October 2024 Semrush Sensor data[2]), it’s clear that SERP features dominate the search landscape. But not all of them are equally useful for keyword insights. To make the most of your analysis time, focus on features that reveal competitor strategies and highlight opportunities to outperform them. Three features stand out: featured snippets, People Also Ask boxes, and local packs. Let’s dive into how these can provide actionable insights.

Featured snippets are a goldmine for competitor analysis. These snippets appear in 4.77% of all queries[4] and come in three main formats:

  • Paragraph snippets: Perfect for answering "what is" questions.
  • List snippets: Ideal for "how-to" or step-by-step content.
  • Table snippets: Great for presenting comparative data.

In 2022, Tallwave analyzed over 1,000 featured snippets and found that keywords with snippets achieved an average click-through rate (CTR) of 25.9%, compared to a mere 2.7% overall average – a staggering 859% boost in clicks[3]. These "position zero" results significantly enhance visibility. To leverage this, analyze your competitors’ featured snippets. Pay attention to the format they use (paragraph, list, or table) and how they structure their content. This can help you craft content that competes for these prime positions.

People Also Ask (PAA)

People Also Ask boxes are another treasure trove of insights. These expandable question sets appear in 51.85% of all searches, and their visibility has grown significantly – 34.7% on mobile and 37.5% on desktop in the U.S. between February 2024 and January 2025[6][7]. By examining the questions listed in PAA boxes, you can uncover what your audience is curious about and identify subtopics that could strengthen your content strategy. These questions often reveal gaps in existing content, giving you an edge in addressing unmet searcher needs.

Local Pack and Google Business Profile

For businesses reliant on local customers, the local pack is a critical SERP feature. This section highlights top local businesses for location-specific searches, showcasing details like ratings, operating hours, and contact information. Analyzing the local pack allows you to pinpoint your direct local competitors and identify the keywords that trigger these results. Additionally, reviewing competitors’ Google Business Profiles can provide insights into effective local SEO tactics, such as optimized descriptions, review strategies, and category selection.

Step 2: Find Competitor Keywords Using Tools and Methods

Once you’ve pinpointed key SERP features, it’s time to dig into your competitors’ keyword strategies. To do this effectively, combine manual analysis with insights from SEO tools. This dual approach ensures you uncover valuable opportunities to refine your own strategy.

Manual SERP Analysis

Manual SERP analysis gives you a direct look at how competitors are performing in search results, helping you identify gaps and opportunities.

Start by opening an incognito window. This ensures your results aren’t skewed by cookies or your search history. Search for keywords relevant to your business, especially terms where you’d like to improve your rankings or discover untapped potential.

Pay close attention to meta titles and descriptions. These often reveal which keywords your competitors are targeting. For example, searching "how to increase users to website" might lead you to better variations like "increase website traffic" or "drive more traffic to your website" [8].

Next, evaluate the authority of the top-ranking sites. If you notice high-authority domains consistently dominating the top spots, you may need a more aggressive content strategy. However, if smaller websites are ranking well, it could signal an opportunity for you to compete effectively.

Here’s a practical example: a travel blogger researching "things to do in Paris" might find that NomadicMatt’s page ranks below the top five results, even though the keyword has high search volume. This suggests there’s strong traffic potential and a realistic chance to rank higher [8].

Once you’ve gathered these insights, combine them with data from SEO tools for a more complete picture.

Using SEO Tools for Automated Insights

While manual analysis is useful, SEO tools provide a broader and more detailed perspective. They can track thousands of keywords simultaneously and offer historical data that manual searches simply can’t match.

Popular SEO tools like Ahrefs, Semrush, and SpyFu come with varying subscription plans starting at $39/month [9]. Each tool has unique strengths:

  • Ahrefs is great for backlink analysis and tracking organic keyword rankings.
  • Semrush excels in competitor analysis and keyword research.
  • SpyFu focuses on uncovering competitor keywords and monitoring SERP performance [9].

When using these tools, prioritize metrics that help you make smarter decisions:

  • Search volume: This shows the potential reach of a keyword. While high-volume keywords are tempting, they often come with intense competition. Lower-volume terms can still drive meaningful traffic with less effort [10].
  • Keyword difficulty: This score indicates how challenging it is to rank for a keyword. It often correlates with search volume and purchase intent [10].
  • Search intent: Understanding the purpose behind a search query helps you create content that aligns with user needs. After all, the top organic result typically gets a 22% click-through rate, while results beyond the sixth position see less than 5% [10].

SEO tools also allow you to use Google search operators for deeper analysis. For instance, searching "site:example.com + topic keyword" can reveal clusters of keywords that your competitors are targeting [8].

"Competitor keyword analysis tracks other websites’ ranking strategies across both organic and paid search campaigns to spot high-volume keywords with low difficulty, along with any other ranking opportunities."

Dive into your competitors’ top-performing pages to see which keywords drive the most traffic. Cross-reference these with ranking positions and search volumes to identify trends [8]. Many tools also let you monitor paid keyword campaigns, offering insights into commercial intent and seasonal patterns [8].

Finally, set up automated tracking for your priority competitors and keywords. Most SEO tools can alert you when competitors gain or lose featured snippets, helping you act quickly to capture valuable SERP real estate. These automated insights will keep you ahead of the game as you refine your content strategy.

Step 3: Review Competitor Content Strategies

Once you’ve identified competitor keywords and evaluated their SERP performance, it’s time to dig deeper into how they create content that lands featured snippets and People Also Ask (PAA) placements. This analysis can uncover specific tactics you can use to improve your own rankings.

Analyzing Position-Zero Content

Featured snippets are prime SERP real estate, boasting a 35.1% click-through rate [5]. To refine your strategy, study how competitors craft content that earns these coveted spots.

Start by reviewing the format and structure of top-ranking pages holding featured snippets. Focus on how they organize information, use headings, and answer questions. For instance, successful content often provides concise answers (40–50 words) [4] while embedding additional context to enhance understanding. A great example is TechnologyAdvice’s "What is" section, which secured a featured snippet for "project management software" [14]. This demonstrates how strategically placed definitions can win featured snippets.

Take a close look at the HTML structure competitors use. Featured snippet content often relies on specific tags like <p> for paragraphs, <table> for data, and <ol> or <ul> for lists [4]. Additionally, note whether competitors use question-style subheadings designed to match search queries.

Pay attention to content depth and quality. Competitors that dominate position-zero rankings often provide more detailed and engaging content than what previously held the spot. They might include images, videos, or comprehensive explanations to enhance user engagement beyond the snippet itself [4].

Also, monitor how competitors maintain and update their featured snippet content. With featured snippets appearing in 10% of search queries [11], staying relevant by regularly refreshing content is key to holding these rankings.

Finally, consider how competitors address PAA questions, as this can reveal additional content gaps and opportunities.

The People Also Ask section provides a direct window into what users are curious about. By analyzing how competitors respond to these questions, you can identify content gaps and opportunities to create more thorough resources.

Start by collecting PAA questions related to your target keywords. Note which competitors rank for these and how they structure their responses. Some use dedicated FAQ pages, while others integrate PAA questions as subheadings within their content [5].

For instance, AwardWallet’s content appears twice in search results for the query "hilton diamond status match to airline" [12]. Their page covers five out of eight related topics, suggesting that a more comprehensive blog post addressing all eight could potentially outrank their content [12].

Look for patterns in how competitors approach PAA responses. Break down complex topics into easy-to-read sections, use headings that mirror user questions, and provide specific, actionable answers instead of vague explanations. Additionally, identify subtopics and questions competitors overlook, especially those tied to long-tail keywords [12]. These gaps offer opportunities to create content that better aligns with user intent.

"Google displays featured snippets in SERPs when its ranking systems determine that users are looking for answers to specific questions – ones Google can address by showing specific passages from relevant webpages." – Semrush [5]

To gain further insights, categorize competitor content by buyer’s journey stages (awareness, consideration, decision) [12]. This helps you see which PAA questions they target and where you can create content to address underserved stages. For example, Resume Genius ranks for the snippet "do cover letters need an address" by answering this specific query on a dedicated FAQ page [5]. This focused approach not only captures traffic but also builds authority in their niche.

Finally, set up a system to regularly monitor competitor PAA performance. Track new questions as they emerge and observe how competitors adapt their strategies to address shifting user interests [13]. This ongoing analysis will help you stay ahead of the curve and maximize your visibility in the PAA section.

sbb-itb-880d5b6

Step 4: Monitor and Update Your Strategy

Once you’ve mapped out competitor keywords and SERP tactics, the next step is to keep a close eye on any changes. Staying ahead requires consistent monitoring and adapting your approach as needed.

Setting Up Regular Tracking

Using automated tracking tools is one of the easiest ways to monitor competitors in real time. By inputting your URLs, keywords, competitor domains, and location data, you can establish a baseline for performance.

Real-time tracking helps you respond quickly to ranking drops, adapt to algorithm updates, and test new SEO strategies. AI-powered systems can flag ranking anomalies or sudden shifts, while cloud platforms allow seamless scalability across global markets. You can even set up custom alerts to notify you of competitor updates, such as new backlinks, refreshed content, or featured snippets [38, 39, 40].

Once your tracking system is up and running, the key is to use the data it provides to refine your content and keyword strategies.

Adjusting Content and Keyword Strategy

Insights from tracking tools can help you fine-tune your content and keyword approach. For example, monitoring may reveal underused keywords or SERP features you haven’t yet targeted. As Maddy Osman of Search Engine Land puts it:

"Consider your competition as an extension of your team. They’re testing out new approaches and generating free SERP data you can use to adjust your strategy." [16]

One effective tactic is to focus on competitors ranking between positions 4 and 10. Create content that’s about 1.5 times longer than theirs to provide more depth and value. If the SERPs for a keyword are dominated by product pages, consider shifting your format – perhaps by creating a comparison guide instead.

When refining your content, take cues from the structure of top-performing competitor pages. For instance, if the top three results average 14 subheaders, expanding your post to include more sections could make it more comprehensive. Adding explainer videos is another smart move; BrightEdge reported in March 2023 that 62% of top "how-to" results now include video integrations [15].

On-page optimization is equally important. Replace generic title tags with more specific ones, and use structured data like FAQPage schema to increase your chances of capturing featured snippets. Competitor analysis can also uncover backlink opportunities – target decaying links or unlinked brand mentions to build connections.

To dominate SERP features, tackle "How to…" questions with concise, structured answers (around 58 words) placed under H2 headers. This format aligns with Google’s preference for brief, well-organized responses. In fact, Ahrefs found in March 2023 that rich snippets can boost click-through rates by 23% [15]. Regular content gap analyses can help you identify high-intent keywords and ensure your pages stay aligned with evolving user needs.

Conclusion: Getting the Most from SERP Features

Leveraging SERP features to uncover competitor keywords is not just a one-off tactic – it’s a dynamic strategy that can reshape your SEO efforts. According to Semrush research from October 2024, only 1.53% of Google search results lack SERP features [2]. In other words, nearly every search query offers a chance to secure prime visibility beyond standard organic rankings.

Why does this matter? Because SERP features have a major impact on click-through rates and traffic flow. For instance, featured snippets alone account for 8% of organic clicks, based on Ahrefs data [1]. Meanwhile, People Also Ask boxes show up in a staggering 85% of queries [18]. These elements are not just add-ons – they’re key drivers of traffic and visibility.

"SEO today is about owning as much real estate as possible across a constantly evolving search landscape." – Marcus Miller, SEO & PPC Consultant [17]

To make the most of these insights, competitor analysis through SERP features should focus on spotting trends and finding gaps, rather than simply imitating what others are doing. If your competitors are dominating featured snippets or local packs, it’s a clear signal that these features are attainable for your niche. At the same time, it highlights areas where optimization is still lacking, giving you a chance to step in.

As Google continues to refine and test new SERP elements, your strategy should remain flexible. But the core approach stays the same: analyze what’s working for competitors, understand the search intent behind valuable keywords, and create content that meets user expectations in the formats Google prioritizes. Regular monitoring and updates, as discussed earlier, are crucial to staying ahead in this ever-changing landscape.

FAQs

How can I use SEO tools to find and track competitor keywords with SERP features?

How to Identify and Track Competitor Keywords Using SERP Features

To get a clear picture of your competitors’ keyword strategies, start by examining the search results. Look for the keywords they rank for and the SERP features they dominate. These could include Featured Snippets, Local Packs, or the People Also Ask sections. Tools like keyword research platforms can help you dig deeper into these insights and understand the search intent behind those keywords.

Keep an eye on how SERP performance shifts over time. Regular monitoring can reveal trends and highlight areas where you might need to adjust your strategy. By analyzing your competitors’ behavior and identifying keyword gaps, you can fine-tune your content to climb the rankings and boost your visibility. This method not only keeps you competitive but also uncovers fresh opportunities within your niche.

How can I create content that stands out in SERPs and earns featured snippets?

To make your content shine in search results and snag those coveted featured snippets, focus on answering specific questions in a clear and straightforward way. Google tends to favor content that delivers concise, easy-to-grasp answers. Using formats like bullet points, tables, or short paragraphs can help present your information in a way that’s both reader- and search-engine-friendly.

Make sure to weave relevant keywords naturally into your headings and throughout the text. Adding schema markup can also give search engines a better understanding of your page’s content. Don’t forget to keep your content fresh by updating it regularly, ensuring it’s accurate and optimized for both desktop and mobile users. These strategies can boost your chances of landing a featured snippet and improving your search visibility.

How often should I review and adjust my SEO strategy to stay ahead of competitors and SERP changes?

To keep up with the competition and adjust to evolving SERP features and competitor tactics, it’s smart to revisit and tweak your SEO strategy every 3 to 6 months. This schedule gives you the flexibility to stay in step with changing search engine algorithms and shifting market demands.

If your business operates in a fast-moving industry, think about conducting reviews every quarter. This ensures your keyword strategies, content, and optimization efforts stay on track with your objectives. Regular updates not only help protect your online visibility but also position you to seize new opportunities in the ever-changing digital space.

Related posts