historical google serp api

Analyze Historical Google SERPs by Keyword with API from DataForSEO

Past rankings data only is not enough for a quality retrospective analysis. Here’s why.

Google Search Console reveals data on past rankings for the website you own. Yet, it does not show any data on competitor sites present in SERP, making it impossible to run a comparative analysis. Besides that, with Google’s tools, you can’t investigate what SERP features or ads used to appear for your target keyword, as Search Console does not mention these results. However, the more ads and SERP features a page displays, the lower down the page organic listing goes. What’s more, SERP features may steal your clicks just like your competitors do.

In the end, to get an accurate understanding of a website’s progress and to uncover flaws in past strategies, SEOs need comprehensive data on historical SERPs.

What’s historical SERP data?

It reflects a snapshot of a Google results page as it used to be at a certain point in time in the past for a particular keyword and location. Besides rankings and information about ranked results, historical SERP data includes various rich snippets, ads, and other possible SERP elements.

In this article, we will tell you:

How to access historical Google SERP data with DataForSEO API
How to use historical SERP data in rank tracking
How to enhance competitor research with historical SERP data

How to access historical Google SERP data with DataForSEO API

At DataForSEO, we know that historical stats have special significance in SEO research, and we’re always striving to meet your demand for insightful historical perspectives.

Earlier, we’ve implemented endpoints supplying data on a website’s rankings and traffic history from Google SERP and historical keyword search volume data. Now we’re completing the offering of past insights with detailed Google SERP data for any keyword and location.

Our recently added Historical SERPs endpoint in DataForSEO Labs API will provide you with Google SERPs collected within the specified time frame for your target keyword. You will also receive a complete overview of featured snippets, ads, and other rich results that were present in SERP within the stated dates. You can review the full list of supported SERP elements here.

Importantly, you will receive two values denoting rank – rank group and rank absolute. When you get ads, organic results and local pack elements in one SERP, Rank Absolute will indicate the rank of each element counting all elements of all types found in the SERP. At the same time, the Rank Group will count the rank of each ad in relation to other ads found in SERP, the rank of organic results in relation to other organic elements, and so on. You can learn more about these parameters from our help center.

Note that historical SERP data is available starting from August 1, 2021.

To obtain SERP data for a certain date in the past, you should make an API call to the Historical SERPs endpoint using the parameters as in the cURL example below.

# Instead of 'login' and 'password' use your credentials from https://app.dataforseo.com/api-dashboard
login="login" 
password="password" 
cred="$(printf ${login}:${password} | base64)" 
curl --location --request POST "https://api.dataforseo.com/v3/dataforseo_labs/historical_serps/live" 
--header "Authorization: Basic ${cred}"  
--header "Content-Type: application/json" 
--data-raw "[
    {
        "keyword": "albert einstein",
        "language_code": "en",
        "location_code": 2840,
        "date_from": "2021-08-01",             
        "date_to": "2021-10-01"
    }
]"

This request will return a structured response in JSON with each item representing a monthly snapshot of search results. Accordingly, the price for the results is calculated based on the number of months for which the data is provided. For more information, see our pricing page.

{
    "version": "0.1.20220216",
    "status_code": 20000,
    "status_message": "Ok.",
    "time": "0.1328 sec.",
    "cost": 0.0002,
    "tasks_count": 1,
    "tasks_error": 0,
    "tasks": [
        {
            "id": "03211127-2806-0408-0000-0e648a3e6fee",
            "status_code": 20000,
            "status_message": "Ok.",
            "time": "0.0790 sec.",
            "cost": 0.0002,
            "result_count": 1,
            "path": [
                "v3",
                "dataforseo_labs",
                "google",
                "historical_serps",
                "live"
            ],
            "data": {
                "api": "dataforseo_labs",
                "function": "historical_serps",
                "se_type": "google",
                "keyword": "albert einstein",
                "language_code": "en",
                "location_code": 2840,
                "date_from": "2021-08-01",
                "date_to": "2021-10-01"
            },
            "result": [
                {
                    "se_type": "google",
                    "keyword": "albert einstein",
                    "location_code": 2840,
                    "language_code": "en",
                    "total_count": 2,
                    "items_count": 2,
                    "items": [
                        {
                            "se_type": "google",
                            "keyword": "albert einstein",
                            "type": "organic",
                            "se_domain": "google.com",
                            "location_code": 2840,
                            "language_code": "en",
                            "check_url": "https://www.google.com/search?q=albert%20einstein&num=100&hl=en&gl=US&gws_rd=cr&ie=UTF-8&oe=UTF-8&uule=w+CAIQIFISCQs2MuSEtepUEUK33kOSuTsc",
                            "datetime": "2021-08-01 08:05:11 +00:00",
                            "spell": null,
                            "item_types": [
                                "organic",
                                "people_also_ask",
                                "top_stories",
                                "twitter",
                                "video",
                                "related_searches",
                                "multi_carousel",
                                "knowledge_graph"
                            ],
                            "se_results_count": 121000000,
                            "items_count": 103,
                            "items": [
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 1,
                                    "rank_absolute": 1,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[1]/div[1]",
                                    "domain": "en.wikipedia.org",
                                    "title": "Albert Einstein - Wikipedia",
                                    "url": "https://en.wikipedia.org/wiki/Albert_Einstein",
                                    "breadcrumb": "https://en.wikipedia.org › wiki › Albert_Einstein",
                                    "is_image": false,
                                    "is_video": false,
                                    "is_featured_snippet": false,
                                    "is_malicious": false,
                                    "description": "listen); 14 March 1879 – 18 April 1955) was a German-born theoretical physicist, widely acknowledged to be one of the greatest physicists of all time. Einstein ...",
                                    "pre_snippet": null,
                                    "extended_snippet": null,
                                    "amp_version": false,
                                    "rating": null,
                                    "highlighted": [
                                        "Einstein"
                                    ],
                                    "links": [
                                        {
                                            "type": "link_element",
                                            "title": "Einstein family",
                                            "description": null,
                                            "url": "https://en.wikipedia.org/wiki/Einstein_family"
                                        },
                                        {
                                            "type": "link_element",
                                            "title": "Religious and philosophical...",
                                            "description": null,
                                            "url": "https://en.wikipedia.org/wiki/Religious_and_philosophical_views_of_Albert_Einstein"
                                        },
                                        {
                                            "type": "link_element",
                                            "title": "I Am Albert Einstein",
                                            "description": null,
                                            "url": "https://en.wikipedia.org/wiki/I_Am_Albert_Einstein"
                                        },
                                        {
                                            "type": "link_element",
                                            "title": "Hans Albert",
                                            "description": null,
                                            "url": "https://en.wikipedia.org/wiki/Hans_Albert_Einstein"
                                        }
                                    ],
                                    "about_this_result": null,
                                    "main_domain": "wikipedia.org",
                                    "relative_url": "/wiki/Albert_Einstein",
                                    "etv": 111872,
                                    "impressions_etv": 282.1728,
                                    "estimated_paid_traffic_cost": 308414.770688,
                                    "rank_changes": {
                                        "previous_rank_absolute": 1,
                                        "is_new": false,
                                        "is_up": false,
                                        "is_down": false
                                    }
                                },
                                {
                                    "se_type": "google",
                                    "type": "people_also_ask",
                                    "rank_group": 1,
                                    "rank_absolute": 2,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[2]/div[1]/div[1]/div[1]",
                                    "items": [
                                        {
                                            "type": "people_also_ask_element",
                                            "title": "What was Albert Einstein famous for?",
                                            "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[2]/div[1]/div[1]/div[1]/div[1]/div[2]",
                                            "expanded_element": [
                                                {
                                                    "type": "people_also_ask_expanded_element",
                                                    "featured_title": null,
                                                    "url": "https://www.britannica.com/biography/Albert-Einstein",
                                                    "domain": "www.britannica.com",
                                                    "title": "Albert Einstein | Biography, Education, Discoveries, & Facts ...",
                                                    "description": null,
                                                    "timestamp": null,
                                                    "table": null
                                                }
                                            ]
                                        },
                                        {
                                            "type": "people_also_ask_element",
                                            "title": "What made Albert Einstein a genius?",
                                            "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[2]/div[1]/div[1]/div[1]/div[2]/div[2]",
                                            "expanded_element": [
                                                {
                                                    "type": "people_also_ask_expanded_element",
                                                    "featured_title": null,
                                                    "url": "https://medium.com/skilluped/what-made-albert-einstein-a-genius-806ce9e783f5",
                                                    "domain": "medium.com",
                                                    "title": "What Made Albert Einstein a Genius? | by Erik Hamre | SkillUp Ed | Medium",
                                                    "description": null,
                                                    "timestamp": null,
                                                    "table": null
                                                }
                                            ]
                                        },
                                        {
                                            "type": "people_also_ask_element",
                                            "title": "What year Albert Einstein died?",
                                            "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[2]/div[1]/div[1]/div[1]/div[3]/div[2]",
                                            "expanded_element": [
                                                {
                                                    "type": "people_also_ask_expanded_element",
                                                    "featured_title": null,
                                                    "url": null,
                                                    "domain": null,
                                                    "title": "Albert Einstein/Date of death",
                                                    "description": null,
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                                                    "table": null
                                                }
                                            ]
                                        },
                                        {
                                            "type": "people_also_ask_element",
                                            "title": "Why did Albert Einstein come to America?",
                                            "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[2]/div[1]/div[1]/div[1]/div[4]/div[2]",
                                            "expanded_element": [
                                                {
                                                    "type": "people_also_ask_expanded_element",
                                                    "featured_title": null,
                                                    "url": "https://www.nobelprize.org/prizes/physics/1921/einstein/biographical/",
                                                    "domain": "www.nobelprize.org",
                                                    "title": "Albert Einstein - Biographical - NobelPrize.org",
                                                    "description": null,
                                                    "timestamp": null,
                                                    "table": null
                                                }
                                            ]
                                        }
                                    ]
                                },
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 2,
                                    "rank_absolute": 3,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[3]",
                                    "domain": "www.nobelprize.org",
                                    "title": "Albert Einstein - Biographical - NobelPrize.org",
                                    "url": "https://www.nobelprize.org/prizes/physics/1921/einstein/biographical/",
                                    "breadcrumb": "https://www.nobelprize.org › prizes › physics › biograp...",
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                                    "is_video": false,
                                    "is_featured_snippet": false,
                                    "is_malicious": false,
                                    "description": "Albert Einstein grew up in Munich, where his father founded an electrical engineering company. After studying at the ETH university in Zurich, Einstein worked ...",
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                                    "amp_version": false,
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                                    "highlighted": [
                                        "Albert Einstein"
                                    ],
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                                    "main_domain": "nobelprize.org",
                                    "relative_url": "/prizes/physics/1921/einstein/biographical/",
                                    "etv": 59616,
                                    "impressions_etv": 150.3684,
                                    "estimated_paid_traffic_cost": 164352.608064,
                                    "rank_changes": {
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                                        "is_new": false,
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                                    }
                                },
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 3,
                                    "rank_absolute": 4,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[4]",
                                    "domain": "www.britannica.com",
                                    "title": "Albert Einstein | Biography, Education, Discoveries, & Facts ...",
                                    "url": "https://www.britannica.com/biography/Albert-Einstein",
                                    "breadcrumb": "https://www.britannica.com › ... › Physics › Physicists",
                                    "is_image": false,
                                    "is_video": false,
                                    "is_featured_snippet": false,
                                    "is_malicious": false,
                                    "description": "Albert Einstein, German-born physicist who developed the special and general theories of relativity, pioneering many key developments.",
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                                    "highlighted": [
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                                    "main_domain": "britannica.com",
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                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 4,
                                    "rank_absolute": 5,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[5]/div[1]",
                                    "domain": "www.biography.com",
                                    "title": "Albert Einstein - Quotes, Death & Facts - Biography",
                                    "url": "https://www.biography.com/scientist/albert-einstein",
                                    "breadcrumb": "https://www.biography.com › scientist › albert-einstein",
                                    "is_image": false,
                                    "is_video": false,
                                    "is_featured_snippet": false,
                                    "is_malicious": false,
                                    "description": "Albert Einstein was a German mathematician and physicist who developed the special and general theories of relativity.",
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                                    "main_domain": "biography.com",
                                    "relative_url": "/scientist/albert-einstein",
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                                },
                                {
                                    "se_type": "google",
                                    "type": "top_stories",
                                    "rank_group": 1,
                                    "rank_absolute": 6,
                                    "position": "left",
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                                    "title": null,
                                    "items": [
                                        {
                                            "type": "top_stories_element",
                                            "source": "CBS News",
                                            "domain": "www.cbsnews.com",
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                                            "amp_version": false,
                                            "timestamp": null,
                                            "url": "https://www.cbsnews.com/news/astronomer-light-behind-supermassive-black-hole-einstein/"
                                        },
                                        {
                                            "type": "top_stories_element",
                                            "source": "IGN",
                                            "domain": "www.ign.com",
                                            "title": "Scientists See the Backside of a Black Hole for the First Time, Prove \nAlbert Einstein's Theory of General Relativity Correct - IGN",
                                            "date": "2 days ago",
                                            "amp_version": false,
                                            "timestamp": null,
                                            "url": "https://www.ign.com/articles/black-hole-albert-einstein-general-relativity-observation"
                                        }
                                    ]
                                },
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 5,
                                    "rank_absolute": 7,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[7]/div[1]",
                                    "domain": "www.history.com",
                                    "title": "Albert Einstein - HISTORY",
                                    "url": "https://www.history.com/topics/inventions/albert-einstein",
                                    "breadcrumb": "https://www.history.com › topics › inventions › albert-e...",
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                                    "highlighted": [
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                                    "main_domain": "history.com",
                                    "relative_url": "/topics/inventions/albert-einstein",
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                                },
                                {
                                    "se_type": "google",
                                    "type": "twitter",
                                    "rank_group": 1,
                                    "rank_absolute": 8,
                                    "position": "left",
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                                    "title": "Albert Einstein (@AlbertEinstein) · Twitter",
                                    "url": "https://twitter.com/AlbertEinstein?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor",
                                    "items": [
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                                            "date": "1 day ago",
                                            "timestamp": null,
                                            "url": "https://twitter.com/AlbertEinstein/status/1421245221552238598"
                                        },
                                        {
                                            "type": "twitter_element",
                                            "tweet": "Brain scientists explained why many of us forget key plot lines, or even the endings, of movies or books we loved. pst.cr/GPfHW (via @DiscoverMag)",
                                            "date": "1 day ago",
                                            "timestamp": null,
                                            "url": "https://twitter.com/AlbertEinstein/status/1421207977323896832"
                                        },
                                        {
                                            "type": "twitter_element",
                                            "tweet": "The prevailing notion is that most large galaxies contain big black holes, the majority of which are asleep after a wild youth. pst.cr/Cz2BZ",
                                            "date": "2 days ago",
                                            "timestamp": null,
                                            "url": "https://twitter.com/AlbertEinstein/status/1421170985533837314"
                                        },
                                        {
                                            "type": "twitter_element",
                                            "tweet": "Have you ever heard about the Tippe Top? It is a toy formed like a top that, when spun, will spontaneously invert itself to spin on its narrow stem. The Tippe Top has, ever since its invention, fascinated Nobel Laureates such as Niels Bohr and Wolfgang Pauli, pictured.",
                                            "date": "2 days ago",
                                            "timestamp": null,
                                            "url": "https://twitter.com/AlbertEinstein/status/1421138270331809793"
                                        },
                                        {
                                            "type": "twitter_element",
                                            "tweet": "Legions of ghostly particles called neutrinos stream across the universe. In the time it took you to read that, something like 100 trillion neutrinos passed through your body. www.youtube.com/watch?v…",
                                            "date": "2 days ago",
                                            "timestamp": null,
                                            "url": "https://twitter.com/AlbertEinstein/status/1421115620876242944"
                                        }
                                    ]
                                },
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 6,
                                    "rank_absolute": 9,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[9]",
                                    "domain": "en.wikiquote.org",
                                    "title": "Albert Einstein - Wikiquote",
                                    "url": "https://en.wikiquote.org/wiki/Albert_Einstein",
                                    "breadcrumb": "https://en.wikiquote.org › wiki › Albert_Einstein",
                                    "is_image": false,
                                    "is_video": false,
                                    "is_featured_snippet": false,
                                    "is_malicious": false,
                                    "description": "Albert Einstein (14 March 1879 – 18 April 1955) was a German-born theoretical physicist, widely acknowledged to be one of the greatest physicists of all ...",
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                                    "relative_url": "/wiki/Albert_Einstein",
                                    "etv": 12438.4,
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                                },
                                {
                                    "se_type": "google",
                                    "type": "organic",
                                    "rank_group": 7,
                                    "rank_absolute": 10,
                                    "position": "left",
                                    "xpath": "/html[1]/body[1]/div[7]/div[1]/div[8]/div[1]/div[1]/div[2]/div[2]/div[1]/div[1]/div[10]",
                                    "domain": "www.space.com",
                                    "title": "Albert Einstein: Biography, Theories & Quotes | Space",
                                    "url": "https://www.space.com/15524-albert-einstein.html",
                                    "breadcrumb": "https://www.space.com › 15524-albert-einstein",
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                                    "is_malicious": false,
                                    "description": "Albert Einstein is often cited as one of the most influential scientists of the 20th century. His work continues to help astronomers study ...",
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                                                    "title": "Essays In Science",
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                }
            ]
        }
    ]
}

Don’t hesitate to try the Historical SERPs endpoint in our API Explorer.

With complete historical SERPs and past rankings data, you can:

  • analyze the impact of past SEO strategies on your rankings
  • understand how SERP features and ads used to influence your rankings
  • compare your progress in relation to competitors and investigate their strategies

In the following parts, we will give you more details on applying the Historical SERPs endpoint to several use cases.

How to use historical SERP data in rank tracking

The first use case where you can leverage historical data is rank tracking.

Historical stats can help you win your competitor’s users. The thing is, SEO platforms often make historical data export quite challenging or do not provide such an option at all in order to keep their share of customers. Accordingly, if you offer detailed historical rankings to new users from the day they register, you can eliminate the main point that’s been keeping them from switching to your platform.

To begin with, you can provide users with a simple view where they can see how ranking changes influenced their traffic and CTR. To do so, you’ll need to integrate DataForSEO’s Historical SERPs endpoint and Google Search Console data (for clicks and traffic volume).

You can also integrate DataForSEO’s Historical Rank Overview to get a website’s historical monthly traffic estimates for organic and paid searches. To learn more about this endpoint, check out our earlier blog post.

historical serps tool1

On top of the feature we’ve described above, you can incorporate a SERP overview for individual keywords presenting historical data on full SERP for a chosen month. In this view, users will be able to investigate how their traffic and rankings changed with the presence of particular elements, which of their pages got featured in rich results, and so on.

historical serps tool2

Alongside SERP features, you could also enrich this overview with backlink data on ranked URLs. By doing so, you will enable users to compare various performance metrics of each result and paint an even clearer picture of the analyzed SERP. Check out our visual guide to building solutions based on DataForSEO’s Backlinks API.

Overall, historical data in your rank tracker will give SEOs a broader perspective on their past and future strategies. At the same time, you will be able to attract more new customers with these new quality features.

How to enhance competitor research with historical SERP data

On top of the rank tracking features we’ve described in the previous part, you could also expand your competitor research functionality with historical data on Google SERPs.

As we’ve already mentioned, native Google tools can’t be helpful when it comes to getting data on competitor sites. However, it is impossible to perform a quality analysis of a site’s performance without understanding how it compares to the competition.

To gain the necessary insights, experts turn to SEO software that offers extensive competitor research functionality. If you don’t have it yet, the DataForSEO Historical SERPs endpoint can help you to build data on competitor rankings into your tool hassle-free.

For example, you can provide users with an opportunity to track competitors’ ranking dynamics alongside their site. To do so, you can organize data from the Historical SERPs endpoint into a handy comparative graph where each line indicates how a site/URL has been climbing or descending SERP for a specified keyword within the selected dates.

historical serps tool3

By toggling to the URLs mode, users can discover pages that helped competitors gain primary SERP spots for a keyword a user is targeting.

historical serps tool4

Alongside this, you can incorporate a separate view where users would get stats for competitors’ keywords.

historical serps tool5

First, you can obtain a list of keywords for any site using the Ranked Keywords endpoint. Then, you can request historical ranking data on them with the Historical SERPs endpoint.

Combining data from these two endpoints, you will obtain both current and past rankings, as well as recent keyword metrics, including keyword difficulty. What’s more, you will get data on SERP features which will help users identify competitor URLs that made their way into Google’s rich results, and further investigate what made the search engine favor this or that competitor URLs to replicate their success.

With the power of this data, users can devise more informed keyword strategies and uncover what type of content and which tactics yield the best results. From the software vendor’s perspective, this new functionality can help you justify a slight price increase and secure an edge over competitors.

Importantly, to enhance the competitor research part of your tool with historical data, you should integrate only two DataForSEO Labs API endpoints: Ranked Keywords and Historical SERPs. Both endpoints are quite low-cost, so you can rest assured that your new features will come under budget.

Conclusion

Providing a snapshot of a Google results page for a certain date, historical SERP data uncovers rankings and information about ranked results, including various rich snippets, ads, and other possible SERP elements. Given that historical SERPs contain a complete depiction of organic, paid, and featured results, this data offers immense research potential. In particular, historical SERPs can be used for rank tracking, SERP analytics, keyword research, and competitor research.

This also means that historical SERP data opens massive opportunities for SEO software vendors. For example, you can empower your tool with new quality features to attract new customers or justify a slight price increase.

Our recently added Historical SERPs endpoint in DataForSEO Labs API will provide you with all the data you need to build up your software and your business. Using this endpoint, you will receive a complete overview of featured snippets, ads, and other rich results that were present in SERP within the stated dates.
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Irene T.

Content Writer at DataForSEO. Irene’s linguistic background and hands-on customer support experience help her brilliantly interpret the most intricate tech topics for any audience. Together with the DataForSEO Content Team, Irene also conducts in-depth researches of the martech industry. Sign up for our newsletter to never miss the latest pieces.

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