Week 4 · 3–4 hours
SERPs, Competitors & AI Answers
Use search results and generative answers as evidence instead of guessing what platforms want.
A result page is evidence of format, intent and competition. An AI answer is one variable observation—not a universal ranking report.
Learn
Complete only the named pages or lessons below. Links inside them are optional unless the task says otherwise.
What is a SERP analysis and how do you do one?
Why this: Use a direct walkthrough for identifying intent, result types, competitors and gaps on a live results page.
Pay attention to: The manual five-step method; platform screenshots and linked follow-up reading are optional.
AI features and your website
Why this: Compare third-party AI-search advice with Google’s current first-party guidance.
Pay attention to: Eligibility, supporting links and why normal Search fundamentals still apply; do not turn it into a checklist for other AI systems.
Check your understanding
You should be able to explain these without relying on course terminology.
Practise
Apply this week’s learning through a guided practical exercise.
Scenario
Choose five searches around one topic. For the most important topic, run equivalent prompts in two accessible AI systems.
Your task
Record result types, dominant intent, leading domains, repeated information, brands mentioned, sources cited and whether ranking pages are also cited.
Good work should contain
- Screenshots or dates
- Separation of mention and citation
- A clearly defined prompt set
- Limitations stated
Common mistakes
- Treating one prompt as market truth
- Assuming a citation is a ranking
- Ignoring forums or video results
SERP, Competitor & AI Answer Analysis
Review and refine the exercise to a client-facing standard, then save the finished version as portfolio evidence.
Suggested filename 04-serp-ai-answer-analysis.pdf
Skill demonstrated Competitive research and AI answer analysis
An interviewer may ask “How would you compare traditional and AI visibility?”
Career task
Alongside the SEO exercise, complete one small job-readiness task each week. These tasks build towards confident junior applications.
Create a LinkedIn skills-section draft based only on abilities you can currently evidence.
Notes
Personal notes stay separate from the questions intended for Chris.
Personal notes
Capture useful observations, definitions and reminders.
Question for Chris
Use this for uncertainties or points you want to discuss.
Finished this week?
Mark the week complete once you have finished the learning, exercise, portfolio output and career task.