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LinkedIn Learning

Advanced SEO: Search Factors

via LinkedIn Learning


Learn how SEO search factors impact how your content makes its way to your audience.

SEO search factors—the elements that contribute to how and where your site is displayed on the Google results page—impact how your content makes its way to your audience. In this course, Brad Batesole pulls back the curtain on the modern search engine, walking through the goals and intent of searching, how people search, and how search results pull up the relevant results and rank content. Along the way, Brad points out how to capture Google featured snippets and reveals how results and programmatic site features work. He also delves into methodologies for mining results from Google to unlock new ideas and opportunities.


  • Taking SEO to the next level
  • What you should know before watching this course
1. The Modern Search
  • Comparing search engines
  • How people use search
  • The sequence of user search queries
2. Search Intent
  • Categories of search queries
  • Characteristics of search queries
  • Intent-based keyword research
3. Google Search Intelligence
  • Evolution of Google SERPs
  • RankBrain and the future of search
  • RankBrain and machine learning
  • An updated keyword research strategy
4. Featured Snippets
  • What are Google featured snippets?
  • Featured snippet formats
  • Researching questions to secure snippets
  • Optimizing content
5. Search Features
  • What are Google Search features?
  • Rich results
  • Site features
  • Knowledge Graph cards
6. Search Operators
  • Search operators
  • Combined search operators
  • Next steps

Taught by

Brad Batesole

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