Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Emily Potter - Brighton SEO 2019 - Slideshare

11,834 views

Published on

Talk on my research on featured snippets presented at Brighton SEO 2019.

Published in: Marketing
  • Be the first to comment

Emily Potter - Brighton SEO 2019 - Slideshare

  1. 1. Featured Snippets: The Achievable SERP Feature? Emily Potter // Distilled // @e_mpotter
  2. 2. Today I’m going to cover 3 things... Intro Existing Studies My Own Study
  3. 3. What is a featured snippet?
  4. 4. What is a featured snippet?
  5. 5. Why do we like featured snippets?
  6. 6. Winning Featured Snippets: Attempt #1
  7. 7. Found keywords with featured snippets
  8. 8. Included keywords in headings
  9. 9. Included keywords in headings
  10. 10. Included keywords in headings
  11. 11. Included keywords in headings
  12. 12. Turned content into lists
  13. 13. Turned content into lists
  14. 14. Turned content into lists
  15. 15. Turned prices into tables
  16. 16. Turned prices into tables
  17. 17. I will never know it this worked.
  18. 18. Google updated and took the featured snippets away.
  19. 19. Lesson #1: Google is the enemy.
  20. 20. Winning Featured Snippets: Attempt #2
  21. 21. Focus more on competitors.
  22. 22. Are they answering the query better?
  23. 23. Are they answering the query better? What format are they using?
  24. 24. Are they answering the query better? What format are they using? Are they using headings and we’re not?
  25. 25. Copy and pasting a competitor’s heading that works!
  26. 26. Lesson #2: Featured snippets are bullshit.
  27. 27. What’s not to like about featured snippets?
  28. 28. Featured snippets steal clicks
  29. 29. ahrefs Link here.
  30. 30. Featured snippets are reducing CTRs
  31. 31. Featured snippets increase no-click searches 29.8% without clicks Searches with featured snippet 25.8% without clicks Searches without featured snippets
  32. 32. Featured snippets create confirmation bias
  33. 33. Featured snippets are unsophisticated
  34. 34. I set out to prove featured snippets are overrated.
  35. 35. Featured snippets increase CTR by over 114% Link here.
  36. 36. Featured snippet increased sessions by 516% Link here.
  37. 37. Luckily, these studies suck.
  38. 38. Issues with these studies 1. Misleading wording
  39. 39. Issues with these studies 1. Misleading wording ○ Reporting relative instead of absolute increase
  40. 40. “The CTR for high volume keywords increased by over 114%”
  41. 41. Issues with these studies 1. Misleading wording ○ Reporting relative instead of absolute increase ○ Misleading headlines
  42. 42. Issues with these studies 1. Misleading wording 2. No experiment control
  43. 43. I decide to create my own study.
  44. 44. My research method
  45. 45. Research method - Hypothesis Owning a featured snippet does not have a significant impact on click-through-rates.
  46. 46. Research method - Data sources Data sources - STAT ● When featured snippet appeared and if we owned it ● Base rank of our page
  47. 47. Research method - Data sources Data sources - Google Search Console ● Click-through-rate (CTR) ● Only included queries with impressions > 60
  48. 48. 3,834 data points
  49. 49. My findings
  50. 50. Featured snippets improve CTRs
  51. 51. For every organic position
  52. 52. Position 4 and up most likely to own them
  53. 53. “For the top 5 results, backlinks and other authority signals matter much less for winning a featured snippet.”
  54. 54. Average rank with featured snippet 2.1
  55. 55. Average rank without featured snippet 3.3
  56. 56. Pages below rank 10 unlikely to own them
  57. 57. CTR increase lower than existing studies
  58. 58. CTR increase lower than existing studies
  59. 59. Featured snippets work.
  60. 60. Monday morning actions
  61. 61. Monday morning actions 1. Find keywords you rank for with featured snippets
  62. 62. Monday morning actions 1. Find keywords you rank for with featured snippets ○ Avoid keywords with commercial intent
  63. 63. Monday morning actions 1. Find keywords you rank for with featured snippets ○ Avoid keywords with commercial intent ○ Flag where you rank higher than the current owner
  64. 64. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit
  65. 65. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit ○ Steal headings (especially when you rank higher)
  66. 66. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit ○ Steal headings (especially when you rank higher) ○ Join two points together with “However”
  67. 67. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages
  68. 68. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages 4. Re-format your content to match that of current owner
  69. 69. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages 4. Re-format your content to match that of current owner ○ Turn paragraphs into lists, lists into tables, etc.
  70. 70. Emily Potter @e_mpotter

×