After an update knocks your page down, someone else’s page moved up. Studying those pages is one of the most useful things you can do, and one of the most often done badly. The bad version is copying the winner’s headings and word count. The good version asks why Google now believes those results serve the searcher better, and what that means for your page.
This guide gives you a repeatable SERP competitor analysis process for the weeks after a Google update. You will learn how to pick the right queries, how to record what changed on the results page, how to classify the sites that gained, how to spot intent shifts, and how to turn findings into improvements that are genuinely your own.
Key Takeaways
- Start from the queries that lost the most clicks, not from a list of “competitors” you already know.
- Record the whole SERP: result types, features and site types, not just the URLs above you.
- Look for intent shifts first. If the type of result changed, rewriting your page in the old format will not help.
- Google’s own guidance says other pages may simply be serving searchers better. Find out how, then do it your way.
- Never copy. Aim for information the winners do not have.
Why This Matters After an Update
Google’s documentation on core updates explains that these updates are broad and do not target specific sites or pages. Its restaurant analogy makes the point that restaurants that move down a list are not necessarily “bad”: others may simply be judged more deserving. For a large drop, Google suggests looking at the pages that were most affected and how they compare with other pages on the web that may be serving searchers better.
“These changes are broad in nature, and don’t target specific sites or individual web pages.”
— Google Search Central, Google Search's core updates and your website
That makes competitor analysis less about “who beat me” and more about “what does Google now think the best answer looks like?”.
Step-by-Step SERP Competitor Analysis
- Pick 10–30 priority queries. Use your query-level analysis to choose non-branded queries with the largest absolute click losses.
- Capture the current SERP. Search in a clean browser session for your target country and device. Save a screenshot. Note every result and feature from top to bottom.
- Find the “before” picture. If you use a rank tracker with SERP history, export the top 10 from before the update. If not, use your own position data and any saved screenshots.
- Classify each ranking site by type (see table below) and by result format (guide, list, product page, forum thread, video, tool).
- Note SERP features, such as AI Overviews, People also ask, video carousels, local packs or shopping results, and whether they push organic results down. Our SERP features guide explains each type.
- Compare the winners with your page using the questions in the comparison table further down.
- Write a one-line finding per query, e.g. “SERP shifted from guides to forum threads and videos” or “winners show original test data we lack”.
- Group findings into themes and decide on actions for your own page or section.
Classify the Sites That Gained
| Site type that gained | What it may indicate | Questions to ask |
|---|---|---|
| Forums and community sites | Searchers value first-hand experiences for this query | Do we show real experience, examples or user input? |
| Brand or manufacturer sites | The query is closer to navigational or product-specific intent | Are we targeting a query that is really about one brand? |
| Specialist sites with clear expertise | Depth and demonstrated expertise are rewarded | Is our author expertise visible and relevant? |
| Video results | Users want to see a process | Would a video or clearer visuals help our page? |
| Large retailers or marketplaces | Transactional intent is stronger | Is an informational page the right match at all? |
| Government or institutional sites | Reliability matters more for this topic | Are our facts sourced and up to date? |
These are possibilities, not rules. Google does not publish which site types an update favours, so record patterns across many queries before drawing conclusions. You will also see fewer results from the same domain in many SERPs; Google describes a site diversity system that generally limits a site to two results in the top results.
Spot Intent Shifts Before Anything Else
The biggest finding in many post-update SERP reviews is that the type of page ranking has changed. If “best running shoes for flat feet” used to show long guides and now shows retailer category pages and Reddit threads, a better guide may still struggle. Signs of an intent shift:
- Most top results are a different format from yours.
- New SERP features dominate the top of the page.
- The wording of winning titles reflects a different need (e.g. “price” instead of “how to”).
- Results now come from a different kind of site entirely.
We cover this in detail in search intent shifts and core updates, and the basics are in our guide to search intent. It is also worth separating genuine ranking changes from layout changes; see SERP changes vs algorithm updates.
Compare Your Page Without Copying
| Dimension | What to look for in winning pages | How to respond in your own way |
|---|---|---|
| Original information | Data, testing, photos or analysis you cannot find elsewhere | Add your own first-hand evidence or research |
| Directness | How quickly the page answers the main question | Restructure so the answer comes first |
| Expertise signals | Named authors, credentials, reviewer notes, sources | Make your genuine expertise visible |
| Freshness | Recent updates that change the substance | Update facts that have changed, not just the date |
| Format fit | Lists, tables, video, tools | Use the format that best serves the task |
| Scope | Covering the topic fully or focusing tightly | Match the scope the query needs |
Google’s helpful content guidance includes questions such as whether the content provides substantial value when compared with other pages in search results. A content gap analysis shows topics winners cover that you do not, but the aim is to add information gain, not to mirror their outlines. When you are ready to evaluate your own pages formally, move on to a content quality audit.
Common Mistakes
- Copying the top result’s headings and word count. Google’s guidance warns against writing to a particular word count.
- Analysing only one query and generalising from it.
- Checking SERPs while logged in, in the wrong country or on the wrong device.
- Ignoring SERP features that take clicks even when your ranking is unchanged.
- Assuming the winner is “better” on every dimension; sometimes the update simply re-weighted intent.
- Starting rewrites before the update has finished rolling out.
Related Guides
- Running a Content Quality Audit After a Core Update
- Delete or Improve? Handling Weak Content After an Update
- How Long Does Core Update Recovery Take?
Frequently Asked Questions
Is it OK to copy what top-ranking pages do?
Learning from them is fine; copying is not useful. Content that only rephrases what already ranks adds little value. Focus on what you can offer that they do not.
How many queries should I analyse?
Start with 10 to 30 non-branded queries that lost the most clicks. That is usually enough to see patterns without drowning in data.
What if forums and Reddit now outrank me?
It often signals that searchers want first-hand experience. Consider how to show real experience, examples or user input on your page, and check whether the query intent has changed.
Do I need a paid tool?
Not strictly. Manual SERP checks plus Search Console data work. Rank trackers with SERP history make the “before” picture easier to recover.
When should I start the analysis?
After the update has finished rolling out, as shown on the Google Search Status Dashboard. Results move during the rollout itself.
Conclusion
A careful SERP review tells you what Google now considers a strong answer for your most important queries. Use it to find intent shifts and genuine gaps, then improve your pages in a way only you can. If you would like a structured post-update SERP review across your key topics, our SEO services team can run it with you. Request a quote to talk it through.
References
- Google Search's core updates and your website (Google Search Central)
- Creating helpful, reliable, people-first content (Google Search Central)
- A guide to Google Search ranking systems (Google Search Central)
- What Is a SERP Analysis & How Can You Do One? (Semrush Blog)
- Google Search Status Dashboard: ranking incident history
