How to Mine the SERPs for SEO, Content & Customer Insights

The most underutilized resources in SEO are search engine results pages (SERPs). I don't just mean looking at where our sites rank for a specific keyword or set of keywords, I mean the actual content of the SERPs. For every keyword you search in Google where you expand the SERP to show 100 results, you're going to find, on average, around 3,000 words. That's a lot of content, and the reason it has the potential to be so valuable to an SEO is that a lot of it has been algorithmically rewritten or cherry-picked from a page by Google to best address what it thinks the needs of the searcher are. One recent study showed that Google is rewriting or modifying the meta descriptions displayed in the SERPs 92% of the time.