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SERP Analysis Template (Free Download + Instructions)

Samuel Schmitt 13 Sep 2025

Use our free SERP analysis template and instructions to decode search engines’ content blueprint for your keywords.

This document will help you:

How to Use the SERP Analysis Template

This template features six sections that will help you properly analyze the SERP for any keyword. Each section has its unique purpose and instructions to follow:

You need a copy of the template to start your SERP analysis. Open this Google Docs link and click File at the top left corner of the page. Scroll down and click “Make a copy” to open a copy of this template in your Google Drive.

Helpful Tools to Fill the SERP Analysis Template

To complete the SERP Analysis Template, you will need a combination of Google and a SERP analyzer like thruuu.

Google Search

Google Search is the starting point for any SERP analysis.

By running a manual search for your target keyword, you can view the results as they appear to users and get a first impression of the content types, search features, and ranking pages.

thruuu SERP Analyzer

thruuu is the main tool for gathering the data required for the template. It extracts its data directly from Google and organizes it for easy review. 

The tool’s interface is simple to use and displays all the key data you need to complete the template, such as titles, meta descriptions, word count, headings, SERP features, AIO insights, page rank, and more.

A key advantage of thruuu is the ability to export SERP data into Excel. This feature makes it easy to transfer the data directly into your analysis template without manual copy-paste work.

Learn more about the export process here: Export Google Search Results to Excel with thruuu

Next, let’s learn how to fill this template section by section.

Get Started with the SERP Analysis Template

Follow this step-by-step process to fill the template and analyze the SERP for your keywords:

The SERP Features Section

Here, you need to provide the SERP features details. Don’t forget that not all SERP features will be available for every keyword.

Firstly, list out all the SERP features available. You can do this by manually checking the search results. 

Unfortunately, SERP features are volatile. The same query can trigger different features for two users depending on where they are and what Google knows about them.

That’s why thruuu removes personalization to give you a more “neutral” view of the available SERP features.  

To start, sign up for the thruuu SERP analyzer and enter your keyword.

Select your location, search engine, and language. These options enable the tool to generate a SERP analysis report tailored to your specific needs. 

Select your device type and choose your preferred number of SERP results.

Note: thruuu can analyze up to 100 SERP results. This feature provides a comprehensive view of what works on SERPs.

Click “Analyze the SERP” to start the analysis.

Next, go to the SERP Overview section; it includes SERP features available on the result page.

Examine how competitors are featured in the SERP features.

We refer to the aspect of their content highlighted in the featured snippet and PAA, or the video included in the video carousel, or the review included in the Reviews section, or the image added to the image carousel.

Lastly, list the opportunities available to rank for the SERP features based on what your competitors did and the idea gaps discovered.

Note: You can identify your keyword search intent based on the SERP features available. AI Overviews or Featured Snippets are more for informational queries, while product listings are for commercial intent keywords.

But we will discuss search intent later in detail.

SERP Results Section

This aspect is the most crucial section of the template. It analyzes how the SERP appears and provides the fundamental knowledge to help you stand out from the competition.

It features the: 

You don’t have to manually analyze the SERP to fill this section because thruuu SERP Analyzer explicitly provides everything in your SERP analysis dashboard; just continue from where you stopped in the first section.

The Overview section of your dashboard provides a comprehensive SERP results analysis of your keyword. This section lists the organic rankings and details of each ranking page.

If you click on any of the ranking pages, the tool displays additional data, including page information, meta title, meta description, headings, and frequent terms.

The Page Info provides some of the data needed for this section of the template, including the word count, image count, page rank, page links, and more.

You don’t need to click the endless oooooos in Google’s result page for SERP analysis. thruuu has simplified the process. Just copy the data and paste it into the SERP template.

The next section of the template helps you identify gaps to exploit in the SERP competitors.

Competitor Breakdown

This section requires your human intelligence beyond the effectiveness of any tool.

Here, you need to properly check different aspects of your competitors’ pages to identify their strengths and idea gaps.

Add the top five SERP competitors and fill in their outline. thruuu SERP analyzer takes the burden off your shoulders here.

The Outline section shows all your SERP competitors’ outlines and heading structure, including the H1, H2s, and H3s.

Next, you need to fill in the Strengths, Weaknesses, and Gaps to Exploit columns. Start with the outlines, then move to each page’s content. You’ll see what each page does well and ways to bring new value to beat the status quo.

thruuu SERP analyzer features an AI assistant that helps here. It analyses the top 10 organic ranking pages to identify the most frequent information and generate new perspectives for you to stand out.

Note: Ensure you thoroughly review the outline and content of at least the top five ranking pages to gather new ideas for your content.

Keyword & Intent Section

Keyword research shows you the “why,” “opportunities,” and “competition” of the keyword.

On the other hand, search intent research informs you what searchers are looking for from making your target keyword search and the best content type to satisfy the intent.

To do this, manually Google search your keyword and look at the top 10 organic results:

As simple as the strategy above appears, it’s not the most effective way to determine search intent. 

Why?

It’s time-consuming at scale (imagine doing it for 500 keywords). Secondly, Google changes the SERP based on personalisation and freshness.

So the “intent” you read today may not hold tomorrow or for someone else in another location.

Most importantly, many queries don’t fit into one bucket. 

Let’s also mention that search engine result pages don’t show keyword data. 

You need a tool like thruuu that shows your keyword data, including search intent, search volume, and more.

You’ll see the keyword monthly search volume and CPC at the top of the dashboard.

Also, you can scroll down the dashboard to the “Related Searches” section to see the related keywords.

Lastly, you need to know your keyword search intent. To do this, click “Create Brief → Search Intent/Customer Journey.” thruuu features an AI assistant that analyzes the SERP and generates your keyword search intent.

The AI generates the search intent in a few seconds.

You can check other free SEO tools, like Google Keyword Planner, for more keyword data.

Let’s move further!

AIO Analysis

Ranking in AI Overviews is the new hot thing. You need to know what works on this SERP feature, brands cited, and compare it with organic rankings.

The thruuu dashboard features a detailed AI Overview analysis section, which makes it easy to fill this aspect of the template. 

The AIO section breaks down cited pages on the AI Overview, alongside their organic position, page rank, word count, and more.

Let’s see one key feature most SEO tools pretend doesn’t exist — but of course, it’s the exact thing you need right now.

AIO insights.

This section shows the AI Overview, breaks down the cited sites to explain how they achieved the results, and compares SERP results with the AI Overview.

Use the data from the “Compare URL from AIO vs Organic” section of the thruuu dashboard to fill the AIO vs Organic Ranking section of the template.

This section shows you similar headings, questions, and topics in the AI Overview and organic results.

What’s next after completing your template?

What to Do After SERP Analysis

This section brings us to the last aspect of the template—Action Plan.

SERP analysis helps you gather your thoughts, discover patterns, and get new ideas.

You need to execute those ideas to make your SERP analysis worthwhile. The execution can be to create new content or update an existing one.

Let’s go deep into the list of actions to take:

Choose the Right Content Format

Your keyword search intent should decide your content format.

If the search query is a top-of-funnel keyword, you need educational guides, the middle of funnel needs comparisons or reviews, and the bottom of funnel calls for pricing, demos, or case studies.

Also, the organic ranking pages are a nugget of the best content type to create. If the SERPs include listicles all through, that’s a sign that your audience is looking for listicles.

Build a Content Brief

Turn the SERP analysis into a structured brief. Include the main keyword, secondary terms, required subtopics from the SERP and People Also Ask, word count targets, and any SERP features to aim for. This brief becomes the blueprint for your writers.

You can create the brief(s) faster and effectively with thruuu content brief generator. This tool creates briefs based on SERP insights and features AI assistants that simplify the process.

Assign Clear Ownership

Define who writes, who designs, who optimizes, and when it will be published. Without accountability, SERP analysis remains research rather than yielding results.

Plan Repurposing and Distribution

Prepare repurposed formats, such as videos or infographics, and decide how the piece will be shared across multiple platforms, including newsletters, social media platforms, communities, and more. 

Content repurposing and distribution ensure visibility beyond rankings. Moreover, it is a good way to build brand presence, which is a requirement for getting featured in AI answers.

Empower Your Content Team

Our end-to-end content optimization solution empowers your team to crack the Google algorithm, craft exceptional content, and achieve remarkable organic search results.

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