Measurement hub
International SERP Research: Comparing Markets
Cross-market measurement compares search results between countries that differ in language, law and products. This hub covers the controls that make a comparison fair, how to normalize results so markets can be read side by side, and which markets SpinSERP does not cover. Country detail lives in the market protocols.
Guides in this hub
Measurement guide · Rank Tracking
How to measure casino keyword rankings
Fixed keyword sets, location and device controls, honest data sources and a rule for missing ranks.
Measurement guide · International
Country-to-country SERP comparison
Match intent rather than words, control locale and device, and account for legal status.
Country-level legal context and sampling settings are in the market research index.
The controls that make comparisons fair
- Location level: country for Great Britain and Germany; state for the United States; province for Canada.
- Language: local language cohorts built by intent, plus French and English for Québec.
- Device: separate mobile and desktop series in every market.
- Legal status: recorded per product and market, and rechecked when rules change.
- Same depth and formulas in every market.
Normalize before you compare
Raw positions and raw shares do not travel between markets. Convert each market's results into measures that mean the same thing everywhere:
| Measure | How to compute it per market | Why it compares |
|---|---|---|
| Coverage | Share of the market's cohort found in the top 20 | A ratio of the market's own keyword set |
| Result-type mix | Share of top-ten slots held by operators, affiliates, media, public pages | Categories are defined the same way everywhere |
| Licensed share | Share of ranking brands on the market's official register or whitelist | Each market checks against its own regulator |
| Feature presence | Share of keywords showing each SERP feature, by device | Uses Google's feature names in every market |
| Volatility | Median top-10 churn with the same formula and cadence | Same formula, same window |
Report each market's value with its keyword count and dates. A difference smaller than the week-to-week movement within a market is not a finding.
Markets we do not cover
SpinSERP does not publish measurement protocols for markets where online gambling is prohibited, or for markets the publisher does not serve. Brazil is an example of a recent change: on September 25, 2026, Provisional Measure 1.394 prohibited fixed-odds betting and its advertising nationwide, including bets on online game events. The measure still needs congressional approval and is being challenged in Brazil's Supreme Court, so we will review this note if its status changes.
Where to go next
Start with the market index or the country comparison guide.