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Rob Bucci – BrightonSEO April 2016: Deep diving into featured snippets: How to earn more and rise to the top of the SERPs

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Rob Bucci – BrightonSEO April 2016: Deep diving into featured snippets: How to earn more and rise to the top of the SERPs

Rob Bucci – BrightonSEO April 2016: Deep diving into featured snippets: How to earn more and rise to the top of the SERPs

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DEEP DIVING INTO
FEATURED SNIPPETS:
How to earn more and rise to the top of the
SERPs
WHY FEATURED SNIPPETS?
They represent a valuable opportunity to drive organic
traffic for sites that are capable of getting them.
@STATrob
MAXIMUM AUTHORITY.
Appearing in a featured snippet gives your content a
big credibility boost in the mind of the searcher.
@STATrob
LEAPFROG THE COMPETITION.
By appearing in a featured snippet, you’re effectively
ranking at position zero. Above all other organics.
@STATrob
HUGE TRAFFIC VALUE.
Sites are seeing 20 - 30 percent increases in organic
traffic to URLs that appear in featured snippets.
@STATrob
WHAT’S ON THE AGENDA?
• Explain the research methodology
• Share the results of the research
• Provide tips for securing your own featured snippets
@STATrob
Ad

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Rob Bucci – BrightonSEO April 2016: Deep diving into featured snippets: How to earn more and rise to the top of the SERPs

  • 1. DEEP DIVING INTO FEATURED SNIPPETS: How to earn more and rise to the top of the SERPs
  • 2. WHY FEATURED SNIPPETS? They represent a valuable opportunity to drive organic traffic for sites that are capable of getting them. @STATrob
  • 3. MAXIMUM AUTHORITY. Appearing in a featured snippet gives your content a big credibility boost in the mind of the searcher. @STATrob
  • 4. LEAPFROG THE COMPETITION. By appearing in a featured snippet, you’re effectively ranking at position zero. Above all other organics. @STATrob
  • 5. HUGE TRAFFIC VALUE. Sites are seeing 20 - 30 percent increases in organic traffic to URLs that appear in featured snippets. @STATrob
  • 6. WHAT’S ON THE AGENDA? • Explain the research methodology • Share the results of the research • Provide tips for securing your own featured snippets @STATrob
  • 8. FIRST, COLLECT 1,000,000 QUERIES. We took the 1 million queries with highest CPC from the GrepWords database by Russ Jones @ Moz. @STATrob
  • 9. NEXT, COLLECT 1,000,000 SERPS. We used STAT to grab the 1,000,000 SERPs for each query in our list. @STATrob
  • 10. Here is an example of a featured snippet.
  • 11. Not to be confused with a knowledge graph snippet.
  • 13. COLLECT ON-PAGE & OFF-SITE DATA. We collected the top-10 ranking URLs for each SERP where we found a featured snippet. This added up to 346,643 unique URLs! @STATrob
  • 14. FINALLY, WE ANALYZED IT ALL. Tableau and Excel were our tools of choice. @STATrob
  • 15. MANY TYPES OF SNIPPETS. MANY TYPES OF SERPS. @STATrob
  • 16. FEATURED SNIPPET FORMATTING TYPE OF SNIPPET % OF TOTAL SNIPPETS Paragraph Snippets 81.95% List Snippets 10.77% Table Snippets 7.28%
  • 17. This is a paragraph featured snippet.
  • 18. This is a list featured snippet.
  • 19. This is a table featured snippet (with an image).
  • 20. FEATURED SNIPPETS & IMAGES TYPE OF SNIPPET FREQUENCY OF IMAGES Paragraph Snippets 28.40% List Snippets 26.30% Table Snippets 17.70%
  • 21. FEATURED SNIPPETS & UNIVERSAL RESULTS RESULT TYPE SNIPPET SERPS ALL SERPS Places 0.00% 13.20% Video 24.50% 20.50% Images 13.90% 15.60% News 5.40% 3.40% Shopping 4.00% 1.70% Twitter 0.00% 0.50%
  • 22. FREQUENCY AT WHICH SNIPPETS ARE SOURCED FROM EACH RANKING POSITION 0.00% 7.50% 15.00% 22.50% 30.00% RANKING POSITION 1 2 3 4 5 6 7 8 9 10 11 12+ 0.65%0.16%0.84%1.03%1.53%2.18% 4.02% 10.42% 12.88% 16.24% 20.46% 29.60%
  • 23. INFLUENCE OF CPC 0.00% 3.00% 6.00% 9.00% 12.00% CPC RANGE $9.55+ $10.20+ $10.95+ $11.88+ $13.11+ $14.60+ $16.57+ $19.57+ $24.61+ $34.89+ 7.65% 9.28%9.54%9.62%9.64%9.71%9.60%9.37%9.25%9.19%
  • 24. INFLUENCE OF SEARCH VOLUME 0.00% 4.00% 8.00% 12.00% 16.00% RANKING POSITION 10 20 30 40 50 60-90 100-140 150-320 330-27M 15.20% 12.60% 11.10% 10.10% 9.30% 8.70% 8.20% 7.70% 5.90%
  • 25. INFLUENCE OF WORD COUNT 0.00% 7.50% 15.00% 22.50% 30.00% RANKING POSITION 1 2 3 4 5 6+ 24.54% 12.19% 7.58% 6.66% 9.26% 10.49%
  • 26. WORDS THAT TRIGGER FEATURED SNIPPETS @STATrob
  • 27. HOW WE CALCULATED FREQUENCY WORD TOTAL OCCURRENCE SNIPPET OCCURRENCE SNIPPET FREQUENCY lasik 3 2 66% surgery 2 1 50% age 1 1 100% for 1 1 100% seattle 1 0 0% cost 1 1 100%
  • 28. “math” or “finance” words like [salary].
  • 29. FINANCIAL AND MATH WORDS WORD FREQUENCY average 77.71% salary 76.84% many 72.06% much 69.95% deductible 60.32% cost 50.64%
  • 31. TIME WORDS WORD FREQUENCY often 73.38% years 69.42% deadline 60.11% last 48.06% when 47.89% age 44.44%
  • 32. “health” & “healthcare” related-words like [symptoms]
  • 33. HEALTH & HEALTHCARE WORDS WORD FREQUENCY psychologist 55.85% eat 50.00% symptoms 47.10% burn 45.61% hurt 45.53% calories 45.21%
  • 34. “general questions” & “transition” related-words like [definition]
  • 35. GENERAL QUESTIONS & TRANSITION WORDS WORD FREQUENCY forming 75.00% does 79.94% become 63.46% cause 61.57% definition 60.41% removing 54.00%
  • 37. DIY PROCESS WORDS WORD FREQUENCY faucet 62.50% fixing 59.26% replacing 58.78% clogged 58.55% recover 56.05% remove 55.99%
  • 38. LOCATION WORDS WORD FREQUENCY san 0.56% vegas 0.55% diego 0.50% denver 0.43% austin 0.38% las 0.34%
  • 39. SUBJECTIVE WORDS WORD FREQUENCY free 1.58% rankings 0.92% comparison 0.19% review 0.14% good 0.05% best 0.00%
  • 40. IMAGE/VIDEO WORDS WORD FREQUENCY videos 1.78% photo 1.77% picture 1.50% pictures 1.20% photos 1.10% logo 0.88%
  • 42. USE OF <TABLE> TAGS 0.00% 12.50% 25.00% 37.50% 50.00% featured snippets regular results 33.87% 41.23%
  • 43. USE OF <OL> TAGS 0.00% 12.50% 25.00% 37.50% 50.00% featured snippets regular snippets 30.97% 43.85%
  • 44. MATCHING QUERY IN <H1> or <H2> 0.00% 2.50% 5.00% 7.50% 10.00% featured snippets regular results 7.11% 8.62%
  • 45. THERE’S JUST NOT ENOUGH TIME. We also looked into social media and linking factors that might influence featured snippets. Check the white paper for that information. @STATrob
  • 46. OK, SO HOW DO I EARN FEATURED SNIPEPTS? @STATrob
  • 47. #1: ANALYZE YOUR KEYWORD OPPORTUNITIES. Use tools like STAT, SEMRush, even Google Search Console. Look for target keywords. @STATrob
  • 48. #2: CREATE STRATEGIC NEW CONTENT TARGETED AT SNIPPETS. Refer to our data on which words trigger featured snippets. Look for ideas that make sense for your vertical. @STATrob
  • 49. #3: BRING IN QUESTION AND ANSWER FORMATTING. When possible, devote a page to answering a single question. Try to find ways to incorporate FAQs into your content. @STATrob
  • 50. #4: SLICE UP YOUR COPY WITH SUBHEADS, LISTS & TABLES. Well structured page sections makes it easy for Google to determine what content is most relevant to a given search query. @STATrob
  • 51. #5: POLISH YOUR EXISTING SNIPPETS FOR HIGHER CTR. You can influence the display copy in an already earned snippet to drive up your click throughs. @STATrob
  • 52. THANKS! Watch out for our white paper in your email. Get the data at getSTAT.com/data/fs @STATrob