SERP X-Ray Tips

In SERP X-Ray we analyze the top 20 page of the SERP to better understand certain characteristics of the content that Google displays in its results.

Here are some highlights about using SERP X-Ray:

  • We start by showing some statistics representing the average statistics of the top 20 results on the SERP for the term.
  • Below that are the individual results.
  • Images Per Page indicate how important images are in explaining the subject.
  • Page with Video shows how many pages contain at least one video (embedded in the content) out of the total number of pages. By default, we show 20 organic results. However, this number could shrink if you apply a filter.
  • Internal links per page show how many links on the page point to other pages on the domain. It’s a useful indicator for understanding the breadth of clustering — a high number potentially indicates a large cluster.
  • External Links Per Page are not backlinks. They are links to pages on other domains. Useful for understanding how prominent a role external links play in content for this search result.
  • Intent shows the predominant intent of the pages ranking in this SERP. Targeting the prominent intent is always a safe bet. You can scroll through the individual results to determine the degree, if any, to which the intent is fractured (serving multiple intents).
  • Avg. Content Score. We determine the Content Score (how well a page covers a topic) for each result in the top 20. We display the average Content Score along with the Target Content Score (what you should aim for). 
  • Avg. Word Count. We calculate the word count (not including boiler plate text like headers and footers) of each individual results in the top 20. We display the average along with our Target Word Count (what you should aim for). 
  • H2s Per Page shows the average number of H2s per page in the top 20. This figure can provide some insight into how well organized the content is — higher values indicating a greater degree of organization.
  • If you Run research with an optional URL, we analyze that page and show you the results vs the average (or Target in the case of Content Score and Word Count.
  • You can filter results if you find that certain ones skew the results like word count and Content Score. We have presets for common sites (Amazon, Facebook, Wikipedia, and Youtube).
  • Export the results to an Excel spreadsheet, if you wish, for further processing.
Updated on August 9, 2023

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