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SERP's Up SEO Podcast

Sep 14, 2022

Keywords sure aren’t what they used to be. Google is challenging SEOs to understand the user first. Here’s where to start.

Crystal Carter, Head of SEO Communications at Wix, kicks off this episode with an explanation of keywords in search and how Google has evolved its understanding of user intent (as opposed to the literal use of the word).

Along with Mordy Oberstein, Wix’s Head of SEO Branding, they break it down like this: Understanding what’s already on the SERP (like the actual SERP) gives you the full picture of how Google understands user intent. Analyzing the current real estate shows how users are being affected along their search pursuit.

SEO legend Cindy Krum of Mobile Moxie, also jumps in and provides a solid overview of how leveraging topic-cluster knowledge guides an understanding of user intent. Entities matter a lot, and they continue to make keywords less relevant.

Oh, and one more thing. We need to talk about the WixVerse and Featured Snippets. Mordy and Crystal catch up with Idan Segal, Head of Organic Growth & Brand Development at Wix, as we go Inside the WixVerse. Let’s dive in.

[00:01:46] What's On This Episode of SERP's Up?

[00:02:57] Focus Topic of the Week: The Real Deal on Keyword Research

[00:16:47] Focus Topic Guest: Cindy Krum

[00:24:12] Deep Thoughts, with Crystal and Mordy

[00:30:13] Inside the WixVerse: Idan Segal

[00:41:43] Snappy News

[00:42:07] News: New Google Featured Snippet With Multiple Answers, New Design, Callouts & More?

[00:42:54] News: Google Announces September 2022 Core Algorithm Update

[00:46:31] Follow of the Week


Hosts, Guests, & Featured People:

Crystal Carter:

Mordy Oberstein:

Cindy Krum:

Idan Segal:

Lazarina Stoy:


SERP's Up Podcast: 

Wix SEO Learning Hub:

Featured Snippets In 2022: 

Lazarina Stoy SEO Resources:

Google’s shifts from authority to content diversity on the SERP


New Google Featured Snippet With Multiple Answers, New Design, Callouts & More?:

Google Announces September 2022 Core Algorithm Update: