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Once you’ve selected two keywords (or the same keyword at different dates), SERP Compare displays the results side by side. This page explains how to read the comparison and what to look for.

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Reading the comparison

Each side shows:
  • Keyword details — the keyword, device, location, and language
  • Date — when this ranking data was captured
  • SERP positions — up to 100 organic results with their ranking position and URL
Results are displayed in rank order. Scroll both sides together to compare positions at each rank.

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Position changes

When comparing the same keyword at two different dates, look for:
  • Domains that moved up — lower position number on the newer date
  • Domains that moved down — higher position number on the newer date
  • New entries — domains that appear in the newer results but not the older ones
  • Lost positions — domains that appeared in the older results but dropped out

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SERP features

Beyond organic results, compare which SERP features appear in each result set:
  • AI Overview — did Google’s AI summary appear, change, or disappear?
  • People Also Ask — which questions are shown?
  • Top Stories — news results that appeared or changed
  • Knowledge Panel — presence or changes in knowledge graph data
  • Shopping results — product listing ads
  • And 29+ other SERP features that SERP Lens tracks
Changes in SERP features can impact click-through rates even when organic positions stay the same — so they’re worth monitoring alongside rank changes.

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Tips

Compare weekly snapshots to catch gradual ranking shifts that might not be obvious day-to-day. Set up weekly rank tracking to build a reliable comparison baseline.

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Next steps

Adding keywords

Set up keywords for tracking to generate comparison data.

SERP feature types

See the full list of SERP features SERP Lens tracks.