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.

Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019

16,625 views

Published on

With Google's content-heavy SERP features aiming to satisfy searcher needs directly on the results, how do you adapt your SEO strategies to deal with that in order to not lose crucial organic traffic?

My new BrightonSEO talk covers different searcher intents, the SERP features most likely to be displayed, which intents to avoid, how to enrich your organic presence to drive only the right kind of traffic that will benefit your on-site engagement, and why it's so important to use these features to your advantage.

Published in: Marketing
  • How can I sharpen my memory? How can I improve forgetfulness? find out more... ●●● https://bit.ly/2GEWG9T
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Want to earn $4000/m? Of course you do. Learn how when you join today! ➤➤ http://scamcb.com/ezpayjobs/pdf
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019

  1. 1. IZZISMITH.COM/SLIDES/ DRIVING *MEANINGFUL* CLICKS WITH ENRICHED SERPS IZZI SMITH // SIXT // @IZZIONFIRE
  2. 2. CTR-U READY?!
  3. 3. What are SERP Features & Enriched SERPs?
  4. 4. CONTENT ENRICHMENTS DIRECTLY IN THE SERPS…
  5. 5. Are they bad for my SEO?
  6. 6. https://www.deepcrawl.com/blog/events/brightonseo-september-2018-keynote-recap-rand-fishkin/
  7. 7. https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/ 62% 34%
  8. 8. https://sparktoro.com/blog/googles-european-monopoly-shrinking-click-through-opportunities/
  9. 9. BUT…
  10. 10. IN 2019, YOU NEED TO SPEND EFFORT ON: EnrichingyourSnippetsandSERPFeaturepresence toincreaseCTR Bringingtherightkindofclicks Avoidingtimewastingonno-clickqueries Buildingupstrong,connectedentities
  11. 11. Let‘s talk about CTR… AS A RANKING FACTOR
  12. 12. Google: “Gary Illyes Reddit AMA”
  13. 13. “Dwell time, CTR, whatever Fishkin's new theory is, those are generally made up crap.” “Lots of people keep saying that part of the RB (RankBrain) system includes UX signals, including Dwell Time, Bounce Rate, Click Through Rate etc..” Q: A:
  14. 14. https://cloud.google.com/speech-to-text/docs/data-logging
  15. 15. https://www.seroundtable.com/google-ctr-search-rankings-27157.html
  16. 16. WHO SHOULD I LISTEN TO?
  17. 17. EVEN IF CTR ISN‘T A RANKING FACTOR, YOU SHOULD BE IMPROVING IT ANYWAY
  18. 18. IF CTR WAS A RANKING FACTOR: Googledefinitelywouldn‘ttellyou Peoplewouldmanipulateit Itwouldbefartoounreliable Wouldheavilyrelyonalgorithmtrust Clicksdonotalwaysequalsearchersatisfaction
  19. 19. WHAT IS SATISFACTION? SHORT CLICK NO-CLICK LONG CLICK LAST CLICK
  20. 20. YOUR JOB AS AN SEO SHOULD NOT STOP AT RANKING HIGH FOR KEYWORDS. THE GOAL IS TO BRING RELEVANT USERS TO YOUR SITE, AND TO HELP THEM FULFIL A PURPOSE.
  21. 21. SATISFYTHEUSER‘SINTENT, DON‘TJUSTINCREASECTRFORTHESAKEOFIT…
  22. 22. DRIVING *MEANINGFUL* CLICKS WITH ENRICHED SERPS
  23. 23. DRIVE VISITORS THAT WANT TO BE ON YOUR SITE
  24. 24. BEAT OUTRANKERS TO THE CLICK WITH RICHER RESULTS
  25. 25. WIN EPIC BRAND AWARENESS IN ORGANIC
  26. 26. FIRST OF ALL…
  27. 27. There‘s a ton we can learn about Searcher Intent from SERPs…
  28. 28. Searcher Intents in their purest forms Inspired by: https://www.contentharmony.com/blog/classifying-search-intent/
  29. 29. TRANSACTIONAL Intention: Carrying out a specific action, spending cash money. SERP Feature: Paid (Shopping), Knowledge Results, F. Snippets.
  30. 30. ANSWER Intention: looking for a fast answer or direct data. SERP Feature: Knowledge Cards/ Panels, Featured Snippets
  31. 31. RESEARCH Intention: Looking for information. Methods, guides, comparisons. SERP Feature: Featured Snippets, Video Carousels, PAA.
  32. 32. LOCAL Example: looking for a service (in or nearby), geo-modifiers SERP Feature: Local Knowledge Panels, Map Packs, Carousels
  33. 33. VISUAL Example: “+Video“, “+ inspiration“, “how to“, tutorials SERP Feature: Video / image packs, carousels, Video FS
  34. 34. FRESH / NEWS Example: Trending topics SERP Feature: Top stories, carousels, Twitter, Knowledge Panel
  35. 35. BRAND Example: Company name (+ action) SERP Feature: Knowledge Panels. Sitelinks. Carousels (Twitter, Videos). It depends.
  36. 36. Hey Izzi, what do I do with this information tho??
  37. 37. IDENTIFYINTENT(S)BASEDONSERPFEATURES, NOTJUSTKEYWORDS. &USETHATRESEARCHTOOPTIMIZEYOUR STRATEGIES.
  38. 38. Don‘t forget to combine searcher intents! Fiery tip
  39. 39. Stop wasting time chasing no-click queries.
  40. 40. AVOID PURE ANSWER INTENT
  41. 41. https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/ 62% 34%
  42. 42. When it comes to 2019 KW targeting strategies: Forgetunsustainable,pure-answer-intent,no-clickqueries. CheckiftheintentcanbemetdirectlyontheSERP(right noworinthefuture) Mid-Longtailisgettingevenmorelucrativeforyoutofocus on.
  43. 43. Understand how Google reports position data.
  44. 44. 1 2 3 11 Google: “Glenn Gabe demystifying GSC data”
  45. 45. Aim to rank „above the fold“ as a benchmark. Fiery tip
  46. 46. Be present and proud in Local Intent SERPs. It’s one of the last prominent organic features.
  47. 47. NOGEO-MODIFIER NEEDED!
  48. 48. URL TRAFFIC URL REVENUE 01.03.2019 – 26.03.2019 YoY GA Org. +83% +119%
  49. 49. GETTING INTO THE LOCAL PACK REQUIRES LOVE Theobviousstuff:claim/createyour GMBlisting+consistentNAP Enrichedprofiles:[relevantimages, Usefulbusinessdescriptions] Strongon-pageoptimization Amountofreviews %ofreviewsrespondedto(esp. negative)
  50. 50. Rank for „best +“ queries. Socialproof+prominence=epic. Fiery tip
  51. 51. Structured Data is your friend!.. Some of the time.
  52. 52. STRUCTURED DATA PROVIDES MACHINE-READABLE MEANING TO OUR DELICIOUS CONTENT AND DATA
  53. 53. <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "VideoGame", "name": "Fallout 3", "genre": "Action Role-playing game", "url": "http://fallout.wikia.com/wiki/Fallout_3", "author": { "name":"Bethesda Game Studios", "url":"https://www.bethsoft.com/" }, "datePublished":"2008-10-28", "gamePlatform":["Microsoft Windows X", "Windows 7","Xbox 360","Xbox One","PlayStation 3","Playstation 4"], "contentRating":"ESRB M", "aggregateRating":{ "@type":"AggregateRating", "bestRating": "10", "ratingValue":"9", "ratingCount":"33", "author": "Gamespot", "url": "https://www.gamespot.com/reviews/fallout-3-review/1900- 6200093/" }, "actor": "Ron Perlman" } </script>
  54. 54. STRUCTURED DATA HELPS BUILD RICH RESULTS
  55. 55. RICH RESULT CTR – SIXT.CO.UK 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Rich Snippet CTR vs. Average CTR (sixt.co.uk) Rich Snippet CTR Average CTR +85% GSC data June - Aug, top 1000 keywords per filter
  56. 56. RICH vs. STANDARD ENGAGEMENT BOUNCE RATE TIME ON SITE +23%-31% CONVERSION RATE +52% 01.03.2019 – 26.03.2019 YoY GA Org.
  57. 57. STRUCTURED DATA ALSO FEEDS GOOGLE‘S KNOWLEDGE GRAPH
  58. 58. PLACE
  59. 59. THING
  60. 60. COMPANY
  61. 61. Enrich your entities. i.e. make sure Google steals the right data. Fiery tip
  62. 62. OWN YOUR ENTITIES
  63. 63. Build Associations (entity carousel)
  64. 64. Align your data: Wikipedialistingparity Claimyourknowledgepanels viaGSC SocialProfileAlignment OrganizationStructuredData onHomePage Brandnamingconvention alignment Provideasquarelogowith centralfocus
  65. 65. Target and win Featured Snippets that have transactional intent!
  66. 66. FEATURED SNIPPETS ARE PRETTY SEXY
  67. 67. RESEARCH + TRANSACTIONAL <3 Intention: Transactional research. Awareness & comparison. SERP Feature: Epic Featured Snippets.
  68. 68. MAKING FEATURED SNIPPETS DRIVE CLICKS: Bulkoutlistswithadditionalstepstowinthattasty„More items“option Enticing„buzzword“headlines Ensurecontentisusefulandunique–goodtrustsignalto theuser Compressedandrelevant images Comparisonqueriesare perfect
  69. 69. GSC data (past 3 months, top 1000 keywords per view) 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Rich Snippet CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Rich Snippet CTR Featured Snippet CTR CTR%(Secrets)
  70. 70. https://izzismith.com/slides/
  71. 71. Provide On-Page Optimizations that Enrich your Standard Snippets!
  72. 72. Mobile image thumbnails are on the rise, invest now! Fiery tip
  73. 73. 75%!
  74. 74. Do this right now: Checkquerieswithhighestmobiledevice impressionshareinGSC UseGoogleDevToolstocheckmobileSERPs Looklame? Addimageswithfocuscontentvisibleina centersquare EnsureoptimalOGimagesareset(sometimes takenasdefault)
  75. 75. HTML Tables are epic for snippet optimization. Fiery tip
  76. 76. Sitelinks are a great, achieveable snippet enrichment Fiery tip
  77. 77. COMBINE ALL TECHNIQUES TOGETHER!
  78. 78. Incorporate SERP enriching strategies into content briefings and page templates: achieve them organically. Fiery tip
  79. 79. TL;DR
  80. 80. UnderstandsearcherintentbasedonGoogleSERPFeaturesandusethisinyour optimizationfavours Forgetunsustainable,no-click-intentqueries LocalPacksareoneofyourlastremainingorganicrevenuedrivers–bethereand beprominent UseStructuredDatatoclaim&enrichyourentityresults TargetandachieveONLYFeaturedSnippetswithaSearcherintentthatbenefitsyou (transactional,betterBrandAwareness) StructurelandingpageswithjumplinksandtablestobulkoutstandardSERP Snippets Worktodriveonly*meaningful*visitsthatcanbesatisfiedonyoursite
  81. 81. THAT‘S HOW IZZI IT IS (sometimes)
  82. 82. GOOD LUCK AND THANK YOU! Questions and slides? Twitter: @izzionfire Email: isobel.smith@sixt.com Help us be even more on fire in SEO: https://www.sixt.jobs

×