How to See Who’s Actually Winning on the SERP (It’s Not Who You Think)

Think you know who’s dominating the SERP? Think again.

In this video, I dive into the keyword ‘ninja creami’, a clearly transactional term where you’d expect the top-ranking site, NinjaKitchen.com, to win the most traffic.

But the data tells a different story.

Using Similarweb’s SERP Players report, I uncover a surprising twist: YouTube, which ranks below the fold, is getting the majority of the clicks. In other words, users are actively scrolling past the top results to find video content.

This is the kind of insight you can’t get from rankings alone. Only Similarweb’s real user data reveals what’s actually happening on the SERP, who’s getting the traffic, how users behave, and what really drives clicks.

What was measured and why it matters

For a transactional, branded keyword, you’d expect the top-ranking site, ninjaKitchen.com, to win the most traffic.

It ranks first, but the SERP Players report reveals that YouTube, ranking below the fold, gets most of the clicks. Despite being an informational platform, it's dominating a transactional query.

 

The takeaway?  

1. Top rankings don’t guarantee top traffic; users often scroll for the content they want
2. Even on transactional terms, users seek reviews and comparisons before buying
3. Brands should diversify with content like videos to capture traffic across the SERP