Study the Context Around Any Search Query: SERP Analysis

InfraNodus  can be used to quickly understand the context around any search query using the Google SERP (search engine results page). 

This can help you understand the existing discourse around a certain search query. If you then create content that will link all the existing topics together (preferably, also bridging the structural gaps), then you'll get your content to show higher in Google search results, as Google will consider your content to be highly relevant.

In order to do that, you can use the Google search results visualization app. Enter your search query and our system will visualize the first 40 search results as a text network graph, showing the most prominent topical clusters and how they are related to each other. You can then use this information to better design your SEO strategy or to create content that would bridge the structural gap in the existing discourse.

The short animation above shows how it works:

1. Type in your search query (choose the language / country you want to see the results for)

2. Visualize the search results

3. Study the graph, use the Analytics panel to detect patterns, save the keyword combinations you find interesting

4. Check the Insight panel to see what's missing from the current discourse

5. Click on the combinations of words in the graph to see the specific context they appear in

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Step by Step Google SERP Analysis Instructions

For a mode detailed approach and a higher level of control, you can use the dedicated Google import app:

1. Open the app

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2. Then choose the parameters you like: the language and the country you want to see the SERP for:

Note, that you can exclude the page titles (and in this case, InfraNodus will only import the text snippets chosen by Google) and you can also exclude the search terms from the graph (this is automatic and recommended, so you see the context around the query, but you can always get them back into the graph).

Advanced search operators are also available (just like in the normal Google search). E.g., you may want to see the results only for a specific website (site:guardian.co.uk) or use the logical operators such as "and", "or" and "-" to exclude certain keywords. 

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3. After you import the results, they will be visualized as a network. The words are the nodes, their co-occurrences are the connections between them. You can use the Analytics panel to analyze the keyword combinations that are typical for this search query:

For instance, in this case, we see that when we search in French for "arts martiaux" we see that there are separate clusters for "judo, karate, and jiu-jitsu" and for "combat sports boxe". Like this, we know that these are two distinct topical clusters present within the context and have a better understanding of how we could contribute in an interesting way to the existing discourse: e.g. linking those topics together. 

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4. Use the Analytics > Insight panel to detect the content gap:  what two topics could be connected that are not yet. Our experiments show that when you create this kind of content, Google will push it to the top of the search results, because you are bridging the existing structural gap in the discourse and proposing a new connection that is not yet provided by any other content:

In our case, we can see that there's a gap between martial arts like krav maga and jujitsu and the official "federations" that exist. Perhaps, that could indicate that there are not enough federations that represent those martial arts or that there's not enough content about the actual martial arts on the federations' pages. This means we could target this gap with our content and keywords:

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5. Save the relevant keywords

In the example above, we identified that the combinations of jujitsu krav maga federation accueil are missing, so we will add them to our keyword ideas. In order to do that, we click on the Interpret panel in the editor and then add those (and other) keywords into the graph:

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6. Once you added your ideas, reload the graph, open the menu, and then choose the "meta" graph: it will contain your keyword ideas. The keywords you added will be shown gray on the graph, so you can see how much of the existing discourse you cover:

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7. If you want to see the context where certain keywords are used, you can click them to see the exact search results where they appear.

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8. Once finished, use the export button at the left-side panel to export your keyword ideas as a text file or a CSV table