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BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
Izzi Smith presented on winning featured snippets by focusing on informational-transactional queries, providing structured content that solves user problems, and using schema markup to create rich snippets. She discussed a case study where Sixt improved brand awareness and conversions by developing rich snippets for car model pages that included additional content and car data with schema. Another example showed promoting structured answers to their own landing pages increased the featured snippet rate and click-through rate. The key takeaways are to understand user intent, create helpful content through problem and solution research, and make information easily understandable and shareable.
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BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
- 1. Izzi Smith @izzionfire Sixt renta car Practical Insights into Winning Featured Snippets http://www.slideshare.net/IsobelSmith10
- 2. PRACTICAL INSIGHTS INTO WINNINGEPIC FEATURED SNIPPETS
- 4. WHY I LOVEFEATURED SNIPPETS (AND WHY YOU SHOULD TOO)
- 5. @izzionfire #brightonSEO Example: FeaturedSnippet for „automarken“ (EN: „car brands“) MORE TRAFFIC
- 6. @izzionfire #brightonSEO GA –sixt.de/marken/ MORE TRAFFIC
- 7. @izzionfire #brightonSEO + 233%BOOKINGS + 602% REVENUE MORE CONVERSIONS
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- 11. WHERE DO ISTART?
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- 17. @izzionfire #brightonSEO GSC INGOOGLE ANALYTICS Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx
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- 19. @izzionfire #brightonSEO ANSWER THEPUBLIC AnswerThePublic.com
- 20. @izzionfire #brightonSEO ANSWER THEPUBLIC AnswerThePublic.com
- 21. @izzionfire #brightonSEO CUSTOMER SUPPORT& SALES TEAMS
- 22. @izzionfire #brightonSEO ASK YOURPUBLIC Hotjar Forum Websites
- 23. @izzionfire #brightonSEO PEOPLE ALSOASK BOXES
- 24. ASSESS THE QUERYINTENT
- 25. @izzionfire #brightonSEO INFORMATIONAL NAVIGATIONALTRANSACTIONAL „SixtVan Rental“ e.g. „Sixt login“e.g. „rent a car in London“ e.g. „what is a car“ Transactional + Informational
- 26. FOCUS ON KEYWORDSWITH CLICK-THROUGH-INTENT
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- 29. NOW: THE FUNSTUFF
- 30. LANDING PAGES: HOLISTIC ORSPECIFIC?
- 32. @izzionfire #brightonSEO GO HOLISTICIF: CLUSTERSIMILAR,SMALLERTOPICS(e.g.FAQs) UTILIZEEXISTINGPAGESTRENGTH BUTMAKESURE: TOUSECLEARHEADERS&SUBSECTIONS IT‘SACTUALLYHOLISTIC
- 33. @izzionfire #brightonSEO GO SPECIFICIF: REASONABLESEARCHVOLUME TOPICCAN/SHOULDBEEXPLAINEDINDETAIL POTENTIALFORRELATEDCONTENT HIGHERTRANSACTIONALINTENT
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- 36. @izzionfire #brightonSEO F-SNIPPET WORTHYCONTENT FACTUAL HASSUPPORTINGDATAANDSOURCES WRITTENFORHUMANS IGNOREKEYWORDDENSITY(PLS)
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- 38. GIVE IT SOMESTRUCTURE!
- 39. @izzionfire #brightonSEO (W) /IS / DO/ COMMON QUESTIONS: PARAGRAPHS
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- 41. @izzionfire #brightonSEO PREPOSITIONS &COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 42. @izzionfire #brightonSEO PREPOSITIONS &COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 43. @izzionfire #brightonSEO „HOW TO“/ METHODS: LIGHT HTML <OL> <UL> LISTS
- 44. WHEN POSSIBLE… BULK OUTYOUR LISTS
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- 47. @izzionfire #brightonSEO COMPARISONS &DATA: HTML TABLES
- 48. @izzionfire #brightonSEO COMPARISONS &DATA: HTML TABLES
- 49.
- 50. PROVE YOU‘RE ANEXPERT ON THE TOPIC
- 51. @izzionfire #brightonSEO PROVE YOUREXPERTISE E-A-T(EXPERTISE,AUTHORITATIVENESS, TRUSTWORTHINESS) PROVIDESUPPORTINGDATAANDSOURCES ADDITIONAL,USEFULCONTENT REFERRINGLINKSFROMTRUSTEDSOURCES
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- 57. @izzionfire #brightonSEO RICH SNIPPETSARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ =
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- 59. @izzionfire #brightonSEO Data Schema Mark up SearchEngine Understanding ☺+ =
- 60. @izzionfire #brightonSEO "@type": "QAPage", "@type":“Answer", "@type": “Question",
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- 65. @izzionfire #brightonSEO 4:3 aspectratio <600px Topic Relevant Compressed
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- 67. @izzionfire #brightonSEO WHERE AREYOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com
- 68. @izzionfire #brightonSEO WHERE AREYOU IN THE SNIPPET QUEUE? Query –featuredsnippetdomain.com AND –secondsnippet.com AND –third.com
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- 71. 1. OVERCOMING LACKOF BRAND AWARENESS WITH FEATURED SNIPPETS
- 72. @izzionfire #brightonSEO TRANSACTIONAL CARMODEL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3
- 73. @izzionfire #brightonSEO BRAND AWARENESSIN THE UK Google Trends Data 2013 - 2018
- 74. SOLUTION? WE NEED RICHERSNIPPETS!
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- 76. WE NEED OUROWN CAR RENTAL RICH SNIPPET
- 77. WHAT DID WEDO?
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- 79. @izzionfire #brightonSEO Heading, Intro &conversion copy Car data + Car Schema mark-up Additional Relevant content
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- 85. @izzionfire #brightonSEO RESULTSSixt.com Sixt.co. ukCar ModelPages Generating a Snippet: 18% Bookings: +41% Sessions: +46% Bookings: +48% Sessions: +183% Car Model Pages Generating a Snippet: 28% YoY Data from GA Organic
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- 90. THAT‘S HOW IZZIIT IS (sometimes)
- 91. 3. PROMOTING CONTENTTO ITS OWN LANDING PAGE
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- 95. GSC data (past3 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)
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- 97. TARGET INFORMATIONAL-TRANSACTIONAL QUERIES TODRIVE BOTH CLICKS AND REVENUE
- 98. CARRY OUT PROBLEMAND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH)
- 99. PROVIDE EPIC, USER-FOCUSEDCONTENT THAT SERVES A NEED
- 100. ENSURE YOUR CONTENTIS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP)
- 102. THANKS FOR LISTENING, ANDGOOD LUCK! Izzi Smith – SEO Manager UK & US @ Sixt Twitter: @izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/