In the field of search engine optimization (SEO), you sometimes come across the rather unusual term “serpology.” This word is used by SEO experts to describe the analysis of Google’s search engine results pages (SERPs) based on search queries. For example, if videos are prominently displayed for a particular search, an SEO strategy should include video content marketing and YouTube SEO optimization. Similarly, if the SERPs are local, the focus should be on local SEO.