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Practical Insights into Winning Featured Snippets - Searchmetrics Summit 2018

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How you can target and hunt beautiful Featured Snippets to increase traffic, organic visibility, conversions and brand awareness.

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Practical Insights into Winning Featured Snippets - Searchmetrics Summit 2018

  1. 1. PRACTICAL INSIGHTS INTO WINNING FEATURED SNIPPETS @izzionfire
  2. 2. @izzionfire
  3. 3. SIXT IS ON FIRE @izzionfire
  4. 4. SIXT IS ON FIRE @izzionfire
  5. 5. AGENDA 1. Search Appearance in 2018 2. Why Bother with Featured Snippets 3. Top Tips on Winning them 4. Sixt-cessful Case Studies 5. Tracking Snippet Generation 6. Key Takeaways @izzionfire
  6. 6. A QUICK LOOK AT SERP APPEARANCE IN 2018 @izzionfire
  7. 7. SERPs ARE ALWAYS EVOLVING @izzionfire
  8. 8. Entity data & Knowledge Graph Huge meta descriptions Structured meta descriptions & sitelinks Rich Snippets Carousels @izzionfire
  9. 9. RICH SNIPPETS @izzionfire
  10. 10. FEATURED SNIPPETS @izzionfire
  11. 11. PARAGRAPH – 60% Source: STAT @izzionfire
  12. 12. LIST – 29% Source: STAT @izzionfire
  13. 13. TABLE – 11% Source: STAT @izzionfire
  14. 14. IT‘S NO LONGER ENOUGH JUST TO RANK ON FIRST PLACE @izzionfire
  15. 15. WHY BOTHER WITH FEATURED SNIPPETS? ¯_(ツ)_/¯ @izzionfire
  16. 16. Increase the QUANTITY of your traffic Example: Featured Snippet for „automarken“ (EN: „car brands“) @izzionfire
  17. 17. Increase the QUANTITY of your traffic (GA Data YoY) @izzionfire
  18. 18. Increase the QUALITY of your traffic + 233% Bookings + 602% Revenue (GA Data YoY) @izzionfire
  19. 19. BRAND AWARENESS @izzionfire
  20. 20. VOICE SEARCH @izzionfire
  21. 21. They‘re cool af @izzionfire
  22. 22. TOP TIPS ON WINNING FEATURED SNIPPETS @izzionfire
  23. 23. RESEARCH! @izzionfire
  24. 24. QUESTION KEYWORDS 42% @izzionfire
  25. 25. PREPOSITION KEYWORDS 18% @izzionfire
  26. 26. COMPARISON KEYWORDS 23% Source: SEMrush @izzionfire
  27. 27. EVALUATE YOUR CURRENT RANKINGS @izzionfire
  28. 28. GOOGLE ANALYTICS • Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx @izzionfire
  29. 29. EVALUATE YOUR POTENTIAL RANKINGS @izzionfire
  30. 30. ANSWER THE PUBLIC AnswerThePublic.com @izzionfire
  31. 31. ANSWER THE PUBLIC AnswerThePublic.com @izzionfire
  32. 32. ASK YOUR PUBLIC Hotjar Surveys Forum Websites @izzionfire
  33. 33. PEOPLE ALSO ASK BOXES @izzionfire
  34. 34. *NEW* PEOPLE ALSO SEARCHED FOR @izzionfire
  35. 35. QUICK BONUS TIP: //div[contains(@id,'eobd_')]/div @izzionfire
  36. 36. ASSESS THE INTENT @izzionfire
  37. 37. „FEATURED SNIPPETS ARE BAD, MMMK“ @izzionfire
  38. 38. TARGET KWs WITH CLICK INTENT @izzionfire
  39. 39. AVOID KEYWORDS WITH KNOWLEDGE CARD RESULTS @izzionfire
  40. 40. PROVIDE THE PERFECT ANSWER @izzionfire
  41. 41. DON‘T @izzionfire
  42. 42. DO: - BE FACTUAL - PROVIDE SUPPORTING DATA & SOURCES - WRITE IT FOR HUMANS - FORGET KEYWORD DENSITY (pls) @izzionfire
  43. 43. @izzionfire
  44. 44. STRUCTURE ANSWER CONTENT WITH THE MOST RELEVANT FORMAT @izzionfire
  45. 45. (W) / IS / DO QUESTIONS: PARAGRAPHS @izzionfire
  46. 46. PARAGRAPH SWEET SPOT: 40-50 WORDS @izzionfire
  47. 47. PREPOSITIONS & PLURALS: LISTS WITH CLEAR HEADERS @izzionfire
  48. 48. PREPOSITIONS & PLURALS: LISTS WITH CLEAR HEADERS @izzionfire
  49. 49. „HOW TO“ / METHODS: HTML <OL> <UL> LISTS @izzionfire
  50. 50. WHEN POSSIBLE… BULK OUT YOUR LISTS @izzionfire
  51. 51. @izzionfire
  52. 52. @izzionfire
  53. 53. COMPARISONS & NUMERICAL DATA: HTML TABLES @izzionfire
  54. 54. COMPARISONS & NUMERICAL DATA: HTML TABLES @izzionfire
  55. 55. PROVE YOU‘RE AN EXPERT ON THE TOPIC @izzionfire
  56. 56. Question KW Answer Heading and Introduction! Explanatory diagram! Fantastic additional content! @izzionfire
  57. 57. Question Answer DON‘T @izzionfire
  58. 58. HIGHLIGHT YOUR DATA @izzionfire
  59. 59. @izzionfire
  60. 60. RICH SNIPPETS ARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ = @izzionfire
  61. 61. Data Schema Mark up FEATURED SNIPPET+ = @izzionfire
  62. 62. Data Schema Mark up Search Engine Understanding ☺+ = @izzionfire
  63. 63. TEST SCHEMA.ORG MARK-UP @izzionfire
  64. 64. HREFLANG! @izzionfire
  65. 65. DON‘T OUTRANK YOURSELF @izzionfire
  66. 66. OPTIMIZE YOUR IMAGES @izzionfire
  67. 67. @izzionfire
  68. 68. 4:3 aspect ratio tinypng <600px Topic Relevant @izzionfire
  69. 69. TELL GOOGLE ASAP @izzionfire
  70. 70. SC -> CRAWL -> FETCH AS GOOGLE @izzionfire
  71. 71. RE-EVALUATE YOUR POTENTIAL @izzionfire
  72. 72. @izzionfire
  73. 73. NEW! WHERE ARE YOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com @izzionfire
  74. 74. NEW! WHERE ARE YOU IN THE SNIPPET QUEUE? [Query –site:featuredsnippetdomain.com AND –secondsnippet.com AND –third.com] @izzionfire
  75. 75. DON‘T LOSE FAITH <3 @izzionfire
  76. 76. -CESSFUL CASE STUDIES @izzionfire
  77. 77. TEST WHERE GOOGLE TESTS @izzionfire
  78. 78. CASE STUDY 1. TRANSACTION INTENT KEYWORDS @izzionfire
  79. 79. CAR MODEL + RENTAL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3 @izzionfire
  80. 80. BRAND AWARENESS IN THE UK Google Trends Data 2013 - 2018
  81. 81. SOLUTION? WE NEED RICHER SNIPPETS! @izzionfire
  82. 82. BUT… @izzionfire
  83. 83. WHAT DID WE DO @ SIXT @izzionfire
  84. 84. LOOK TO THE KINGS OF WELL-STRUCTURED CONTENT I want that! @izzionfire
  85. 85. CAR MODEL SNIPPET HYPOTHESIS Car Model Data Table Structure RICH Snippet + =Car Schema Mark-up+ @izzionfire
  86. 86. CAR DATA HTML TABLES @izzionfire
  87. 87. CAR SPECIFICATIONS SCHEMA MARK-UP @izzionfire
  88. 88. WHAT HAPPENED? @izzionfire
  89. 89. @izzionfire
  90. 90. @izzionfire
  91. 91. „RICH“ SNIPPETS! @izzionfire
  92. 92. BOTH! @izzionfire
  93. 93. RESULTS Sixt.com Sixt.co.uk Car 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 @izzionfire
  94. 94. RESULTS ✓Increased revenue & traffic (always nice) ✓Most Organic rankings stable on #1 for 1 year now ✓Other Worldwide Sixt domains are prepared for the gradual Google roll-out (already occuring) ✓Additional brand awareness ✓Google Voice Search response: „here is information from Sixt rent a car“ ✓A pretty sweet formula for Featured Snippets @izzionfire
  95. 95. CASE STUDY 2. RESTRUCTURING CONTENT @izzionfire
  96. 96. OLD LAYOUT: @izzionfire
  97. 97. NEW ANSWER LAYOUT @izzionfire
  98. 98. TADAAA @izzionfire
  99. 99. CASE STUDY 3. CREATING „SNIPPET HUBS“ @izzionfire
  100. 100. @izzionfire
  101. 101. @izzionfire
  102. 102. TADAAAA @izzionfire
  103. 103. HOW TO TRACK YOUR SNIPPETS @izzionfire
  104. 104. FANCY NEW STUFF FROM SEARCHMETRICS @izzionfire
  105. 105. SEARCHMETRICS Yassss! @izzionfire
  106. 106. SEARCHMETRICS I want those! @izzionfire
  107. 107. KEY TAKEAWAYS @izzionfire
  108. 108. CARRY OUT PROBLEM AND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH) @izzionfire
  109. 109. PROVIDE EPIC, USER-FOCUSED CONTENT THAT SERVES A NEED @izzionfire
  110. 110. ENSURE YOUR CONTENT IS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP) @izzionfire
  111. 111. @izzionfire
  112. 112. THANKS FOR LISTENING, AND GOOD LUCK! IG / Twitter: @izzionfire Facebook: https://www.facebook.com/izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/ @izzionfire

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