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How to rank for quick answers in Google - April 2017 - Adrian Phipps

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Insight into how to rank for quick answers in Google. Presented at Brighton SEO April 2017.

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How to rank for quick answers in Google - April 2017 - Adrian Phipps

  1. 1. Adrian Phipps Saga How to rank in the answer box! www.3four.co.uk | www.linkedin.com/in/adrianphipps http://www.slideshare.net/AdrianPhipps1
  2. 2. WHO AM I? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  3. 3. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps INSIGHT FROM REAL EXPERIENCE
  4. 4. MOST IMPORTANT THING TO CONSIDER IN SEO? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  5. 5. USER INTENT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  6. 6. PURCHASE INTENT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  7. 7. DISCOVERY INTENT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  8. 8. WHY IS THIS IMPORTANT? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  9. 9. THE FOUNDATION OF EVERYTHING WE DO IN SEO #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  10. 10. HEART OF GOOGLE ALGORITHMS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  11. 11. WHAT ARE QUICK ANSWERS? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  12. 12. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  13. 13. CONTENT THAT ANSWER QUESTIONS WHO – WHAT – WHEN – WHERE - HOW #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  14. 14. RANKS AS POSITION “0” #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  15. 15. LIST EXAMPLE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  16. 16. TABLE EXAMPLE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  17. 17. PARAGRAPH EXAMPLE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  18. 18. 82% PARAGRAPHS 11% LISTS 7% TABLE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  19. 19. HELPFUL GETSTAT WHITE PAPER #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps https://getstat.com/blog/featured-snippets/
  20. 20. WHAT’S THE COMMON ADVICE TO GET QUICK ANSWERS? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  21. 21. YES - CAN WORK BUT! #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  22. 22. STOP & THINK! #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  23. 23. WHO TELLS US THESE THINGS MATTER? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  24. 24. DO BACKLINKS MATTER IN ORDER TO RANK FOR A QUICK ANSWER? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  25. 25. PINCH OF SALT? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  26. 26. ARE THEY RIGHT OR WRONG? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  27. 27. IT’S ALL ANECDOTAL #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  28. 28. GOOGLE HAS ONLY TOLD US THAT SPEED AND CONTENT MATTER #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  29. 29. WE HAVE TO ASSUME 200+ OTHER FACTORS OURSELVES #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  30. 30. HELPFUL MOZ PERSPECTIVE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps moz.com/blog/what-we-learned-analyzing-featured- snippets
  31. 31. SUCCESS DEPENDS ON LOTS OF FACTORS RELATED TO YOUR SITE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  32. 32. IT’S VERY PERSONAL! #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  33. 33. NOT A COOKIE CUTTER #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  34. 34. SEO GURUS AND AGENCIES DON’T EMPHASISE THAT ENOUGH? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  35. 35. SAGA QUICK ANSWERS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  36. 36. 0 – 283 IN 24 MONTHS! #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  37. 37. WHY DO WE NEED TO RANK FOR QUICK ANSWERS? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  38. 38. ATTRACT ENGAGE PROTECT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  39. 39. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps DOUBLE BUBBLE
  40. 40. HOW DO WE PREPARE TO RANK FOR QUICK ANSWERS? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  41. 41. MARKET ENVIRONMENT INSIGHTS / AUDIT COMPETITORS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  42. 42. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  43. 43. DONT FORGET USER INTENT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  44. 44. THREE IMPORTANT CAVEATS 1) IDEALLY BE RANKING ON P1 2) NO PPC 3) ORGANIC ABOVE THE FOLD #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  45. 45. WHAT DO WE ACTUALLY DO TO RANK FOR QUICK ANSWERS? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  46. 46. 1) WE AIM TO ANSWER THE TARGET QUESTION IN THE FIRST 100 WORDS & ASK THE QUESTION IN THE TITLE #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  47. 47. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  48. 48. 2) WE ALSO ANSWER RELATED MULTIPLE QUESTIONS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  49. 49. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  50. 50. 3) MULTIPLE H2 HEADINGS WITH SHORT CONTENT DIRECTLY ADDRESSING THE HEADING + HOW TO LISTS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  51. 51. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  52. 52. 4) UNIQUE CONTENT ADDRESSING THE WHOLE TOPIC MIN 1,200 + WORDS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  53. 53. 5) CALCULATORS, IMAGES, VIDEO, CHARTS, ASSETS THEY ALL HELP TO ADD TOPIC AUTHORITY #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  54. 54. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  55. 55. 6) IMPLEMENT STRONG SEO HOUSE KEEPING & SOLID SEO PRACTICES TO RANK HIGHER #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  56. 56. #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps LISTS & PARAGRAPHS WORK BEST FOR US
  57. 57. WHAT GIVES US A BETTER CHANCE OF GETTING A QUICK ANSWER? #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  58. 58. UNDERSTANDING OUR USER’S INTENT #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  59. 59. NEEDS WANTS DESIRES #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  60. 60. + SEO HOUSE KEEPING #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  61. 61. QUICK ANSWERS ACCOUNT FOR 3% - 5% OF OUR MONTHLY PUBLISHING TRAFFIC #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
  62. 62. TAKEAWAYS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps 1) BE RANKED ON PAGE 1 2) ACTUALLY ANSWER THE QUESTION – 100 WORDS 3) ADDRESS THE QUESTION IN THE PAGE TITLE 4) ANSWER MULTIPLE QUESTIONS 5) CREATE UNIQUE QUALITY CONTENT – 1,200+
  63. 63. TAKEAWAYS #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps 6) USE HEADINGS CORRECTLY (H2) 7) KNOW YOUR ENVIRONMENT & COMPETITORS 8) USE ASSETS, VIDEO, CALCULATORS, ETC. 9) GOOD ON-PAGE & TECHNICAL HOUSEKEEPING 10) UNDERSTAND YOUR USER & THEIR INTENT
  64. 64. RESOURCES #brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps https://www.brightedge.com/blog/google-quick-answers/ https://searchenginewatch.com/sew/opinion/2414342/google-answer-boxes-the-what-why-and-how https://moz.com/blog/101-google-answer-boxes-a-journey-into-the-knowledge-graph https://moz.com/blog/what-we-learned-analyzing-featured-snippets https://moz.com/blog/how-to-appear-in-googles-answer-boxes-whiteboard-friday https://getstat.com/blog/featured-snippets/ https://seomoz.box.com/shared/static/sbzn8ajzp93mjjg94261xcd57dn9q5x3.pdf
  65. 65. #brightonSEO 3four.co.uk | www.slideshare.net/username | www.linkedin.com/in/adrianphipps THANKS FOR LISTENING

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