[00:04:43] The Why and How of Going Granular: Beyond Traditional Intent User search intent has increasingly taken center stage for shaping content and SEO, but are the traditional user intent categories up to the task of addressing micro-intentions? Probably not. [00:13:06] Subtopic Rankings Launched by Google in Mid-November What Google is aiming at is to diversify the content surfaced on broad queries based on possible subtopics that may be of interest, although it doesn't seem to have changed the look of SERPs. [00:20:17] Do Google Ads Salespeople Link Ad Spends to Organic Rankings? Google spokespeople have been clear in that past that ad spends do not have a direct impact on SEO (buy more ads, get higher ranking), and yet some salespeople seem to suggest just that.