Search engine result pages (SERPs) are the pages you see when you query a search engine.  If you're targeting a keyword, start by doing a basic search. For instance, “digital marketing” or “how to do an SEO analysis.” You can view the top-performing content from there and see what others are getting right. For example, you can see which websites rank well for your target keywords. You can also see the type of content they’re creating (blogs, long-form content, case studies, visual content, etc.). Then you can identify content gaps that allow you to create something better. For instance, you could write a piece of content that matches search intent or optimize an existing article. A SERP analysis can also help you find untapped keywords and phrases.