Comparing results
Interpret changed positions, new and lost results, domain diversity, and SERP features in SERP Compare.
The comparison keeps each saved result set in rank order. Use the keyword, date, location, device, and language shown with each selection to confirm that you are comparing the intended records.
Position changes
- Improved — a matching result has a better numeric position in the second set.
- Declined — a matching result has a worse numeric position in the second set.
- New — a result appears in the second set but not the first.
- Lost — a result appears in the first set but not the second.
Open a row to see the URL behind the summarized domain movement.
Summary measures
- Similarity — how much the 2 saved result sets overlap.
- Domain diversity — how the set of ranking domains changes.
- Top movers — the largest recorded position changes.
- SERP features — feature presence recorded with each snapshot.
A feature change can alter the space available to organic results even when a domain's position is unchanged. The feature catalog can change over time; use the labels shown in the saved result rather than a fixed count.
Choose a useful baseline
Compare like-for-like keyword records when measuring movement over time. For an exploratory comparison between 2 different keywords, treat position changes as differences between queries rather than a trend.