1.
IZZISMITH.COM/SLIDES/
DRIVING *MEANINGFUL* CLICKS
WITH ENRICHED SERPS
IZZI SMITH // SIXT //
@IZZIONFIRE

2.
CTR-U READY?!

3.
What are
SERP Features &
Enriched SERPs?

4.
CONTENT
ENRICHMENTS
DIRECTLY IN THE
SERPS…

5.
Are they bad for my SEO?

6.
https://www.deepcrawl.com/blog/events/brightonseo-september-2018-keynote-recap-rand-fishkin/

7.
https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
62%
34%

8.
https://sparktoro.com/blog/googles-european-monopoly-shrinking-click-through-opportunities/

9.
BUT…

10.
IN 2019, YOU NEED TO SPEND EFFORT ON:
EnrichingyourSnippetsandSERPFeaturepresence
toincreaseCTR
Bringingtherightkindofclicks
Avoidingtimewastingonno-clickqueries
Buildingupstrong,connectedentities

11.
Let‘s talk about CTR…
AS A RANKING FACTOR

12.
Google: “Gary Illyes Reddit AMA”

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.
https://cloud.google.com/speech-to-text/docs/data-logging

15.
https://www.seroundtable.com/google-ctr-search-rankings-27157.html

16.
WHO SHOULD I LISTEN TO?

17.
EVEN IF CTR ISN‘T A RANKING FACTOR,
YOU SHOULD BE IMPROVING IT
ANYWAY

18.
IF CTR WAS A RANKING FACTOR:
Googledefinitelywouldn‘ttellyou
Peoplewouldmanipulateit
Itwouldbefartoounreliable
Wouldheavilyrelyonalgorithmtrust
Clicksdonotalwaysequalsearchersatisfaction

19.
WHAT IS
SATISFACTION?
SHORT CLICK
NO-CLICK
LONG CLICK
LAST CLICK

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.
SATISFYTHEUSER‘SINTENT,
DON‘TJUSTINCREASECTRFORTHESAKEOFIT…

22.
DRIVING
*MEANINGFUL*
CLICKS WITH
ENRICHED SERPS

23.
DRIVE VISITORS
THAT WANT TO BE
ON YOUR SITE

24.
BEAT OUTRANKERS TO
THE CLICK WITH RICHER
RESULTS

25.
WIN EPIC BRAND
AWARENESS IN
ORGANIC

26.
FIRST OF ALL…

27.
There‘s a ton we can learn about
Searcher Intent from SERPs…

28.
Searcher Intents
in their purest forms
Inspired by: https://www.contentharmony.com/blog/classifying-search-intent/

29.
TRANSACTIONAL
Intention: Carrying out a specific action, spending cash money.
SERP Feature: Paid (Shopping), Knowledge Results, F. Snippets.

30.
ANSWER
Intention: looking for a fast answer or direct data.
SERP Feature: Knowledge Cards/ Panels, Featured Snippets

31.
RESEARCH
Intention: Looking for information. Methods, guides, comparisons.
SERP Feature: Featured Snippets, Video Carousels, PAA.

32.
LOCAL
Example: looking for a service (in or nearby), geo-modifiers
SERP Feature: Local Knowledge Panels, Map Packs, Carousels

33.
VISUAL
Example: “+Video“, “+ inspiration“, “how to“, tutorials
SERP Feature: Video / image packs, carousels, Video FS

34.
FRESH / NEWS
Example: Trending topics
SERP Feature: Top stories, carousels, Twitter, Knowledge Panel

35.
BRAND
Example: Company name (+ action)
SERP Feature: Knowledge Panels. Sitelinks. Carousels (Twitter,
Videos). It depends.

36.
Hey Izzi, what do I do with this
information tho??

37.
IDENTIFYINTENT(S)BASEDONSERPFEATURES,
NOTJUSTKEYWORDS.
&USETHATRESEARCHTOOPTIMIZEYOUR
STRATEGIES.

38.
Don‘t forget to combine searcher
intents!
Fiery
tip

39.
Stop wasting time chasing
no-click queries.

40.
AVOID PURE ANSWER INTENT

41.
https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
62%
34%

42.
When it comes to 2019 KW targeting strategies:
Forgetunsustainable,pure-answer-intent,no-clickqueries.
CheckiftheintentcanbemetdirectlyontheSERP(right
noworinthefuture)
Mid-Longtailisgettingevenmorelucrativeforyoutofocus
on.

43.
Understand how Google reports
position data.

44.
1
2
3
11
Google: “Glenn Gabe demystifying GSC data”

45.
Aim to rank „above the fold“ as a
benchmark.
Fiery
tip

46.
Be present and proud in
Local Intent SERPs.
It’s one of the last prominent organic
features.

47.
NOGEO-MODIFIER
NEEDED!

48.
URL TRAFFIC
URL REVENUE
01.03.2019 – 26.03.2019 YoY GA Org.
+83%
+119%

49.
GETTING INTO THE LOCAL PACK REQUIRES LOVE
Theobviousstuff:claim/createyour
GMBlisting+consistentNAP
Enrichedprofiles:[relevantimages,
Usefulbusinessdescriptions]
Strongon-pageoptimization
Amountofreviews
%ofreviewsrespondedto(esp.
negative)

50.
Rank for „best +“ queries.
Socialproof+prominence=epic.
Fiery
tip

51.
Structured Data is your
friend!..
Some of the time.

52.
STRUCTURED DATA PROVIDES
MACHINE-READABLE
MEANING TO OUR DELICIOUS CONTENT
AND DATA

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.
STRUCTURED DATA HELPS
BUILD RICH RESULTS

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.
RICH vs. STANDARD
ENGAGEMENT
BOUNCE RATE TIME ON SITE
+23%-31%
CONVERSION RATE
+52%
01.03.2019 – 26.03.2019 YoY GA Org.

57.
STRUCTURED DATA ALSO FEEDS
GOOGLE‘S KNOWLEDGE
GRAPH

58.
PLACE

59.
THING

60.
COMPANY

61.
Enrich your entities.
i.e. make sure Google steals the right data.
Fiery
tip

62.
OWN YOUR ENTITIES

63.
Build Associations (entity carousel)

64.
Align your data:
Wikipedialistingparity
Claimyourknowledgepanels
viaGSC
SocialProfileAlignment
OrganizationStructuredData
onHomePage
Brandnamingconvention
alignment
Provideasquarelogowith
centralfocus

65.
Target and win Featured
Snippets
that have transactional intent!

66.
FEATURED
SNIPPETS
ARE PRETTY
SEXY

67.
RESEARCH + TRANSACTIONAL <3
Intention: Transactional research. Awareness & comparison.
SERP Feature: Epic Featured Snippets.

68.
MAKING FEATURED SNIPPETS DRIVE CLICKS:
Bulkoutlistswithadditionalstepstowinthattasty„More
items“option
Enticing„buzzword“headlines
Ensurecontentisusefulandunique–goodtrustsignalto
theuser
Compressedandrelevant
images
Comparisonqueriesare
perfect

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.
https://izzismith.com/slides/

71.
Provide On-Page Optimizations
that Enrich your Standard
Snippets!

72.
Mobile image thumbnails are on the
rise, invest now!
Fiery
tip

73.
75%!

74.
Do this right now:
Checkquerieswithhighestmobiledevice
impressionshareinGSC
UseGoogleDevToolstocheckmobileSERPs
Looklame?
Addimageswithfocuscontentvisibleina
centersquare
EnsureoptimalOGimagesareset(sometimes
takenasdefault)

75.
HTML Tables are
epic for snippet optimization.
Fiery
tip

76.
Sitelinks are a great, achieveable
snippet enrichment
Fiery
tip

77.
COMBINE ALL TECHNIQUES
TOGETHER!

78.
Incorporate SERP enriching strategies into
content briefings and page templates:
achieve them organically.
Fiery
tip

79.
TL;DR

80.
UnderstandsearcherintentbasedonGoogleSERPFeaturesandusethisinyour
optimizationfavours
Forgetunsustainable,no-click-intentqueries
LocalPacksareoneofyourlastremainingorganicrevenuedrivers–bethereand
beprominent
UseStructuredDatatoclaim&enrichyourentityresults
TargetandachieveONLYFeaturedSnippetswithaSearcherintentthatbenefitsyou
(transactional,betterBrandAwareness)
StructurelandingpageswithjumplinksandtablestobulkoutstandardSERP
Snippets
Worktodriveonly*meaningful*visitsthatcanbesatisfiedonyoursite

81.
THAT‘S HOW IZZI IT IS
(sometimes)

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