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​Featured Snippets:
Ronell Smith @ronellsmith ronell@ronellsmith.com
Your path to earning traffic, beating the
competition & delighting customers
…this is a bad idea
Yep!
Maybe I’ll get lucky
Nah… I got this.
Why did David win!
David refused to fight the giant’s battle
#1 -
Used a sling, not hand-to-hand
combat
David refused to fight the giant’s battle
#1 -
#2 - No armor meant he could
maneuver easily
Used a sling, not hand-to-hand
combat
David refused to fight the giant’s battle
#1 -
#2 -
#3 -
No armor meant he could
maneuver easily
Used a sling, not hand-to-hand
combat
Had the element of surprise (He
ran toward the giant)
Guile levels the playing field
…because he found a means of
tipping the balance in his favor,
even against seemingly long
odds.
Why’d David REALLY win?
This is David’s giant slayer
Marketing’s competition slayer
Featured
Snippets
Marketing’s competition slayer
Organic results snippet
was pulled from:
Featured Snippet types: Paragraph
Featured Snippet types: List
Featured Snippet types: Table
Moz
Featured Snippet types: Table
Moz
Google Home
uses Featured
Snippets
Moz’s Dr. Pete at MozCon 2015
Featured Snippets’ ‘hello world’
"Let's say you're No. 5 in a competitive query, and
you're trying to get from No. 5 to No.1. That is
incredibly difficult; that takes a lot of money, a lot of
links, a lot of authority. You might be able to jump past
No. 1 to No. 0 with this just by matching the question
better. So it may actually be easier to get from No. 5 to
No. 0 than it is to get from No. 5 to No. 1 ... Be a better
match. Be a better answer to the question. It's good for
users.” —Moz’s Dr. Pete Myers
Featured Snippets’ hello world
"Let's say you're No. 5 in a competitive query, and
you're trying to get from No. 5 to No.1. That is
incredibly difficult; that takes a lot of money, a lot of
links, a lot of authority. You might be able to jump past
No. 1 to No. 0 with this just by matching the question
better. So it may actually be easier to get from No. 5 to
No. 0 than it is to get from No. 5 to No. 1 ... Be a better
match. Be a better answer to the question. It's good for
users.” —Moz’s Dr. Pete Myers
Aha!
Featured Snippets growth
Stone Temple Consulting
Why should you care?
Authority
Why should you care?
Authority
Competitive
Advantage
Why should you care?
Authority
Competitive
Advantage
Traffic
Featured Snippets=unfair advantage
#1 – Gather keywords
Manual process: Ideation
# List your main keywords
Manual process: Ideation
# List your main keywords
# Come up with questions prospects
likely have surrounding those keywords
Manual process: Ideation
# List your main keywords
# Come up with questions prospects
likely have surrounding those keywords
# Discern the simplest, best way to
answer those questions
A stupid-easy way to get
started with Featured
Snippets
Moz’s Keyword Explorer
Filter by Q’s
Moz’s Keyword Explorer
These look
promising
We’re in luck
Check the SERPs
Manually attack
the problem
I see a weakness
Manually attack the problem
Numbers, number, numbers…
Manually attack the problem
Weakness: Doesn’t answer question
succintly & with numbers
Answerthepublic.com
Plug in keywords/keyword phrases
People are asking
about the cost of web
copywriting
Answerthepublic.com
(a) SEO copywriting
(b) Website copywriting
(c) Professional copywriting
Be the best answer
A. SEO copywriting
“What is the cost?”
Be the best answer
A. SEO copywriting
“What is the cost?”
B Website copywriting
“How it helps my site”
Be the best answer
A. SEO copywriting
“What is the cost?”
B Website copywriting
“How it helps my site”
C. Professional SEO copywriting
“The difference it makes”
Be the best answer
Rewrite for real-world web searchers
Our SEO copywriting costs between $80 and
$950. All content is written by skilled website
copywriting experts who’ll ensure your site
receives high-quality content that can earn traffic,
links and conversions for your brand. In fact, our
professional SEO copywriting team can tackle
posts ranging from 300-word shorts to 2,000-plus-
word in-depth articles.
#3 – Refine the
process
Refine the process
Refine the process
Getstat
Little things matter
Testing out a Featured
Snippets process
Work
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Grow qualified traffic to Moz.com
Work Metrics
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Barriers to site
optimization
URLs redirected
Addition of content,
keywords
Errors shown in Moz
Pro
Grow qualified traffic to Moz.com
Work Metrics
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Barriers to site
optimization
URLs redirected
Addition of content,
keywords
Errors shown in Moz
Pro
Grow qualified traffic to Moz.com
Goal(s)
Featured
Snippets, traffic,
sessions,
keyword visibility
Work Metrics Goal(s)
Rewrite or remove
thin/poor fit pages
Addition (or
subtraction) of
content, keywords
Grow qualified traffic to Moz.com
Featured
Snippets, traffic,
sessions,
keyword visibility
Phrase we should rank
prominently for: “Off-page
SEO”
Grow qualified traffic to
Moz.com
Rewrite focused on H1s & H2s
Rewrite focused on H1s & H2s
Rewrite focused on H1s, H2 & being the best answer
First H2 on the page
Grow Qualified Traffic
to Moz.com
Result of Featured
Snippets test…
No snippet, but
moved moved up
from No. 5 &
have first two
organic positions
Results helped site overall
Results helped site overall
#4 – How to keep
Featured Snippets
CTR FTW!!!
Losing significant CTR value
Searchers have must click to see full results
Use images to boost CTR of Featured Snippets
Image pulled from a separate
Use images to help boost
CTR of Featured Snippets
Image link is prime
real estate in mobile
#5 –Think like web
searchers
Write for human
brains
(not machines)
@dr_peteGraphic: Marek Polakevic | @dr_pete #mozcon ‘16
2???20161999
@dr_pete
“SEO copywriting cost”
“How much does SEO
copywriting cost?
Graphic: Marek Polakevic | @dr_pete #mozcon ‘16
Don’t overthink it
The process is simple; results will vary.
Stone Temple Consulting
Tools
# Moz Keyword Explorer – Moz.com/explorer
# Answerthepublic.com
# GetSTAT.com
Ronell SmithRonell Smith
ronell@ronellsmith.com
THANK YOU
@ronellsmith

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Featured Snippets: Your Brand's David Against Goiliath

Editor's Notes

  1. Company Wide Title Page. To use go to(in presentation window) File / Make a Copy / Save Copy to your drive :) If you need to download for PowerPoint go to File / Download As / Microsoft PowerPoint (.pptx)
  2. But the real reason he won…
  3. featured snippets are a summary of an answer to a user’s query displayed on top of Google search results. It’s extracted from a webpage, and includes the page’s title and URL, says GetStat’s Rob Bucci
  4. The rise of voice search & natural language processing, Google can understand intent, making it possible to better serve up what searchers are looking for
  5. Percentage of SERPs with FS’s
  6. That’s all we really need to know
  7. Don’t fret over traffic/volume: Low volume but high relevance is a gift—less competition—and very valuable if it’s significant for your brand
  8. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  9. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  10. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  11. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  12. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  13. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  14. The Moz marketing web pages are incredibly important to our business as they put potential customers into the conversion funnel where we ideally turn them into paying customers.
  15. Do not add content on top of pattern. Keep Pattern on bottom of slide.
  16. Do not add content on top of pattern. Keep Pattern on bottom of slide.