Every year, reports are published stating that Google is shifting more to on-SERP SEO, or publishing content for searchers right on the search engine results page (SERP). In this session, Diane Kulseth from Siteimprove will help you focus on three core tenets of your SEO strategy to fight against any drops in traffic coming from SEO, such as: Keyword intent, what it is and why it matters Looking to the SERPs for content direction Strengthening your content with structured data markup and other technical optimizations This intermediate-level session will provide a high-level SEO overview for marketers new to SEO and help attendees walk away with clear takeaways for their organization to reinforce their efforts for the future.