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BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets

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My talk from the fantastic Septmeber 2018 BrightonSEO!

Published in: Technology

BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets

  1. 1. Izzi Smith @izzionfire Sixt rent a car Practical Insights into Winning Featured Snippets http://www.slideshare.net/IsobelSmith10
  2. 2. PRACTICAL INSIGHTS INTO WINNING EPIC FEATURED SNIPPETS
  3. 3. WHY I LOVE FEATURED SNIPPETS (AND WHY YOU SHOULD TOO)
  4. 4. @izzionfire #brightonSEO Example: Featured Snippet for „automarken“ (EN: „car brands“) MORE TRAFFIC
  5. 5. @izzionfire #brightonSEO GA – sixt.de/marken/ MORE TRAFFIC
  6. 6. @izzionfire #brightonSEO + 233% BOOKINGS + 602% REVENUE MORE CONVERSIONS
  7. 7. BRAND AWARENESS Small Food Blog
  8. 8. @izzionfire #brightonSEO MOBILE VOICE SEARCH
  9. 9. @izzionfire #brightonSEO THEY‘RE COOL AF
  10. 10. WHERE DO I START?
  11. 11. IDENTIFYING THE RIGHT QUERIES
  12. 12. @izzionfire #brightonSEO QUESTIONS 42% Source: Source:- SEMRush
  13. 13. @izzionfire #brightonSEO PREPOSITIONS 18% Source: SourceSource:- SEMRush
  14. 14. @izzionfire #brightonSEO COMPARISONS 23% Source: Source:- SEMRush
  15. 15. EVALUATE YOUR CURRENT RANKINGS
  16. 16. @izzionfire #brightonSEO GSC IN GOOGLE ANALYTICS Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx
  17. 17. EVALUATE YOUR POTENTIAL RANKINGS
  18. 18. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
  19. 19. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
  20. 20. @izzionfire #brightonSEO CUSTOMER SUPPORT & SALES TEAMS
  21. 21. @izzionfire #brightonSEO ASK YOUR PUBLIC Hotjar Forum Websites
  22. 22. @izzionfire #brightonSEO PEOPLE ALSO ASK BOXES
  23. 23. ASSESS THE QUERY INTENT
  24. 24. @izzionfire #brightonSEO INFORMATIONAL NAVIGATIONALTRANSACTIONAL „Sixt Van Rental“ e.g. „Sixt login“e.g. „rent a car in London“ e.g. „what is a car“ Transactional + Informational
  25. 25. FOCUS ON KEYWORDS WITH CLICK-THROUGH-INTENT
  26. 26. @izzionfire #brightonSEO LIMITED NEED TO CLICK:
  27. 27. @izzionfire #brightonSEO HIGHER CLICK INTENT:
  28. 28. NOW: THE FUN STUFF
  29. 29. LANDING PAGES: HOLISTIC OR SPECIFIC?
  30. 30. @izzionfire #brightonSEO GO HOLISTIC IF: CLUSTERSIMILAR,SMALLERTOPICS(e.g.FAQs) UTILIZEEXISTINGPAGESTRENGTH BUTMAKESURE: TOUSECLEARHEADERS&SUBSECTIONS IT‘SACTUALLYHOLISTIC
  31. 31. @izzionfire #brightonSEO GO SPECIFIC IF: REASONABLESEARCHVOLUME TOPICCAN/SHOULDBEEXPLAINEDINDETAIL POTENTIALFORRELATEDCONTENT HIGHERTRANSACTIONALINTENT
  32. 32. @izzionfire #brightonSEO DON‘T
  33. 33. PROVIDE THE PERFECT CONTENT
  34. 34. @izzionfire #brightonSEO F-SNIPPET WORTHY CONTENT FACTUAL HASSUPPORTINGDATAANDSOURCES WRITTENFORHUMANS IGNOREKEYWORDDENSITY(PLS)
  35. 35. @izzionfire #brightonSEO
  36. 36. GIVE IT SOME STRUCTURE!
  37. 37. @izzionfire #brightonSEO (W) / IS / DO/ COMMON QUESTIONS: PARAGRAPHS
  38. 38. PARAGRAPH SWEET SPOT: 40-60 WORDS
  39. 39. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
  40. 40. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
  41. 41. @izzionfire #brightonSEO „HOW TO“ / METHODS: LIGHT HTML <OL> <UL> LISTS
  42. 42. WHEN POSSIBLE… BULK OUT YOUR LISTS
  43. 43. @izzionfire #brightonSEO
  44. 44. @izzionfire #brightonSEO
  45. 45. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
  46. 46. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
  47. 47. MAKE IT GRABBABLE
  48. 48. PROVE YOU‘RE AN EXPERT ON THE TOPIC
  49. 49. @izzionfire #brightonSEO PROVE YOUR EXPERTISE E-A-T(EXPERTISE,AUTHORITATIVENESS, TRUSTWORTHINESS) PROVIDESUPPORTINGDATAANDSOURCES ADDITIONAL,USEFULCONTENT REFERRINGLINKSFROMTRUSTEDSOURCES
  50. 50. Question KW Structured Answer Heading and Introduction! Visual aid! Fantastic additional content!
  51. 51. @izzionfire #brightonSEO
  52. 52. @izzionfire #brightonSEO
  53. 53. HIGHLIGHT YOUR DATA
  54. 54. @izzionfire #brightonSEO RICH SNIPPETS ARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ =
  55. 55. @izzionfire #brightonSEO Data Schema Mark up FEATURED SNIPPET+ ≠
  56. 56. @izzionfire #brightonSEO Data Schema Mark up Search Engine Understanding ☺+ =
  57. 57. @izzionfire #brightonSEO "@type": "QAPage", "@type": “Answer", "@type": “Question",
  58. 58. @izzionfire #brightonSEO SCHEMA.ORG MARK-UP TO TEST
  59. 59. OPTIMIZE YOUR IMAGES
  60. 60. @izzionfire #brightonSEO
  61. 61. @izzionfire #brightonSEO
  62. 62. @izzionfire #brightonSEO 4:3 aspect ratio <600px Topic Relevant Compressed
  63. 63. DONE! NOW WHAT?
  64. 64. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com
  65. 65. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –featuredsnippetdomain.com AND –secondsnippet.com AND –third.com
  66. 66. DON‘T LOSE FAITH <3
  67. 67. -CESSFUL CASE STUDIES
  68. 68. 1. OVERCOMING LACK OF BRAND AWARENESS WITH FEATURED SNIPPETS
  69. 69. @izzionfire #brightonSEO TRANSACTIONAL CAR MODEL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3
  70. 70. @izzionfire #brightonSEO BRAND AWARENESS IN THE UK Google Trends Data 2013 - 2018
  71. 71. SOLUTION? WE NEED RICHER SNIPPETS!
  72. 72. @izzionfire #brightonSEO BUT…
  73. 73. WE NEED OUR OWN CAR RENTAL RICH SNIPPET
  74. 74. WHAT DID WE DO?
  75. 75. @izzionfire #brightonSEO I want that!
  76. 76. @izzionfire #brightonSEO Heading, Intro & conversion copy Car data + Car Schema mark-up Additional Relevant content
  77. 77. WHAT HAPPENED?
  78. 78. yasss
  79. 79. @izzionfire #brightonSEO
  80. 80. RESULTS
  81. 81. @izzionfire #brightonSEO RESULTSSixt.com Sixt.co. ukCar Model Pages Generating a Snippet: 18% Bookings: +41% Sessions: +46% Bookings: +48% Sessions: +183% Car Model Pages Generating a Snippet: 28% YoY Data from GA Organic
  82. 82. 2. RESTRUCTURING CONTENT
  83. 83. @izzionfire #brightonSEO OLD LAYOUT:
  84. 84. @izzionfire #brightonSEO NEW ANSWER LAYOUT:
  85. 85. @izzionfire #brightonSEO BAM.
  86. 86. THAT‘S HOW IZZI IT IS (sometimes)
  87. 87. 3. PROMOTING CONTENT TO ITS OWN LANDING PAGE
  88. 88. List Table Paragraph
  89. 89. GSC data (past 3 months, top 1000 keywords per segment) 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00% 45,00% 50,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Featured Snippet CTR CTR%(Secrets)
  90. 90. KEY TAKEAWAYS
  91. 91. TARGET INFORMATIONAL-TRANSACTIONAL QUERIES TO DRIVE BOTH CLICKS AND REVENUE
  92. 92. CARRY OUT PROBLEM AND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH)
  93. 93. PROVIDE EPIC, USER-FOCUSED CONTENT THAT SERVES A NEED
  94. 94. ENSURE YOUR CONTENT IS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP)
  95. 95. THANKS FOR LISTENING, AND GOOD LUCK! Izzi Smith – SEO Manager UK & US @ Sixt Twitter: @izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/

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