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What Are They Doing That You’re Not?study Any #content That Takes A Higher #serp Spot Than Yours. What Does It Have That Yours Doesn’t? @mikeonlinecoach Via @cmicontent.share On X Track Your Presence In Serpspay Attention To Your Changing Serps. I Call Them Shapeshifters. They Don’t Change Right Before Your Eyes, But They Vary Significantly From Keyword To Keyword.it’s Not Uncommon For Serps To Appear Differently For The Exact Keyword Phrase From One Day To The Next.