All language subtitles for 03 - Research the SERPs

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Would you like to inspect the original subtitles? These are the user uploaded subtitles that are being translated: 1 00:00:00,005 --> 00:00:04,004 - [Instructor] The search engine results pages, or SERPS, 2 00:00:04,004 --> 00:00:08,002 are the proving ground for a successful keyword strategy. 3 00:00:08,002 --> 00:00:10,009 This also shows you important areas to consider 4 00:00:10,009 --> 00:00:14,004 in your optimization and content tactics. 5 00:00:14,004 --> 00:00:16,006 Many times it's not just a webpage 6 00:00:16,006 --> 00:00:18,009 that you are competing with for rankings. 7 00:00:18,009 --> 00:00:22,002 It can be a product listing, video, Wikipedia entry, 8 00:00:22,002 --> 00:00:24,005 or a local business listing. 9 00:00:24,005 --> 00:00:26,007 Most times, you may be up against 10 00:00:26,007 --> 00:00:29,006 local results or ads or both, 11 00:00:29,006 --> 00:00:32,009 which take up a lot of real estate on the page. 12 00:00:32,009 --> 00:00:37,000 Other times, your competition may be Google itself. 13 00:00:37,000 --> 00:00:39,000 In attempting to provide an answer, 14 00:00:39,000 --> 00:00:43,002 Google uses information from other websites, Wikipedia, 15 00:00:43,002 --> 00:00:47,001 or also provides other questions to refine your search. 16 00:00:47,001 --> 00:00:49,008 In this search for hiking tours in Iceland, 17 00:00:49,008 --> 00:00:51,007 here are the results. 18 00:00:51,007 --> 00:00:54,003 Ads take up the top of the page, 19 00:00:54,003 --> 00:00:57,000 information about Iceland is on the right side 20 00:00:57,000 --> 00:01:00,003 which shows on the desktop, but not in mobile results. 21 00:01:00,003 --> 00:01:03,000 This comes from the knowledge graph. 22 00:01:03,000 --> 00:01:06,002 Next are common destinations and tours. 23 00:01:06,002 --> 00:01:07,006 This section will also provide 24 00:01:07,006 --> 00:01:11,001 products for e-commerce and reviews. 25 00:01:11,001 --> 00:01:15,005 Finally, you see the organic search results. 26 00:01:15,005 --> 00:01:18,008 And then the people also ask section, 27 00:01:18,008 --> 00:01:21,001 which provides additional information 28 00:01:21,001 --> 00:01:22,006 in the form of questions 29 00:01:22,006 --> 00:01:24,006 that may help you refine your search. 30 00:01:24,006 --> 00:01:26,007 The format of the results will change 31 00:01:26,007 --> 00:01:29,002 based on the keywords and phrases, 32 00:01:29,002 --> 00:01:31,006 or types of phrases that you use. 33 00:01:31,006 --> 00:01:33,006 Now there are two sides to this. 34 00:01:33,006 --> 00:01:36,000 For the search engine, it presents content 35 00:01:36,000 --> 00:01:39,000 to answer the searcher's query fast. 36 00:01:39,000 --> 00:01:40,005 Without clicking the result, 37 00:01:40,005 --> 00:01:43,001 the searcher sees the information they need. 38 00:01:43,001 --> 00:01:46,007 Steadily, Google has been making the SERP page 39 00:01:46,007 --> 00:01:48,009 a destination for searchers 40 00:01:48,009 --> 00:01:52,007 rather than a means to find websites with answers. 41 00:01:52,007 --> 00:01:56,004 Many searches are now starting and ending at Google 42 00:01:56,004 --> 00:01:59,003 without the searcher clicking the website. 43 00:01:59,003 --> 00:02:01,006 Other features that are seen in the results 44 00:02:01,006 --> 00:02:04,009 are images, videos, Twitter, 45 00:02:04,009 --> 00:02:07,008 featured snippets that feature webpage content 46 00:02:07,008 --> 00:02:11,003 at the top of the results page, rich snippets, 47 00:02:11,003 --> 00:02:13,009 which include additional links to a website, 48 00:02:13,009 --> 00:02:17,007 typically the highest organic result, and news. 49 00:02:17,007 --> 00:02:19,004 These are important factors 50 00:02:19,004 --> 00:02:21,005 for website owners moving forward. 51 00:02:21,005 --> 00:02:23,002 Here's your assignment. 52 00:02:23,002 --> 00:02:24,008 Make several searches, 53 00:02:24,008 --> 00:02:28,006 including question based searches related to your industry. 54 00:02:28,006 --> 00:02:31,004 Make note of the results that have ads. 55 00:02:31,004 --> 00:02:33,000 How many have extra information 56 00:02:33,000 --> 00:02:37,008 such as local results, maps, videos, news, and more? 57 00:02:37,008 --> 00:02:40,000 This will provide you with the context 58 00:02:40,000 --> 00:02:43,007 of the competition in the SERPS for your business. 59 00:02:43,007 --> 00:02:47,006 Additionally, because most searchers use a mobile device, 60 00:02:47,006 --> 00:02:50,006 the first ad will take up almost all of their screen. 61 00:02:50,006 --> 00:02:53,000 They will have to scroll through additional ads 62 00:02:53,000 --> 00:02:55,006 to get to the organic results, 63 00:02:55,006 --> 00:02:58,002 those that are based on the search engine's algorithm. 64 00:02:58,002 --> 00:03:00,001 Use the exercise file, 65 00:03:00,001 --> 00:03:04,000 a basic template has been added to help you get started. 5154

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