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- [Instructor] I travel a lot for business,
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and search results keep me connected.
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Many times, all I have to do
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is search for seafood restaurant,
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and I'll immediately see restaurants that are nearby
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with ratings, recommendations, maps, pictures, and menus.
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It makes travel easier
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when you have all of this information at your fingertips.
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Now, from a business standpoint,
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it also shows the competition you might have.
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Since making a seed list,
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now you check the results
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to see what shows up for your keywords.
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It's not the same for everybody.
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In fact, it could be different for every business,
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industry or keyword.
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A local dry cleaning business, a laser printer,
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how to tie a tie, how much does an elephant weigh?
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All of these searches produce
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very different types of results.
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The search engine results page, or SERP,
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is your primary focus for rankings.
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If you're a local business,
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you'll see local results, listings, pictures, and maps.
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If you're selling products, you'll see product listings.
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If someone searches for how to do something,
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they'll see videos.
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Or informational searches
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can show entirely different mixed results.
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As you can see, the results change
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based on the type of search.
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This has to be taken into account
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as part of your keyword optimization and marketing plan.
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It's not just about getting rankings anymore.
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It's about the visibility in the search results
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through whatever media may be shown.
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In this result for hiking in California,
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I have to compete with the map of California on the right
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and other travel companies and destinations
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offering travel packages.
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If the searcher is using their smartphone,
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I have to compete in a smaller space
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that heavily favors the top of the page.
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That now has to be part of my strategy.
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So take your seed list
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and do searches at different destinations.
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Google, Bing for search,
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maybe Amazon or eBay if you compete there as well.
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Take notes of how different words and phrases
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will change the results.
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For this, I create a spreadsheet
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and list the keywords I use to search.
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Then I create columns to note the information
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that appears on the search results page:
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knowledge graphs, product listings,
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maps, images, videos, or ads,
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anything beyond the typical search results page.
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Then make notes of how you will need
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to optimize your content
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and any multimedia or paid search campaigns
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you may need to implement
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in order to compete and have visibility on the results page.
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