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Google Rich Answers Presentation for Optimise Oxford

What are Google Rich Answers and why are they important? See more in my presentation for the Optimise Oxford meetup here.

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Google Rich Answers Presentation for Optimise Oxford

  1. 1. GOOGLE RICH ANSWERS Why They Can No Longer Be Ignored
  2. 2. SEO and Content Manager @seanbutcher ABOUT ME Sean Butcher
  3. 3. WHAT ARE RICH ANSWERS?
  4. 4. “A ‘rich answer’ is any attempt by Google to answer the searcher’s query in search results in a way not requiring a click through to a website.” - Eric Enge Read this at: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
  5. 5. EVENTS
  6. 6. KEY DATES
  7. 7. TABLES
  8. 8. PEOPLE
  9. 9. MAPS
  10. 10. CAROUSELS
  11. 11. These use ‘s own data or trusted sources
  12. 12. WE’RE GOING TO FOCUS ON...
  13. 13. FEATURED SNIPPETS (3rd PARTY)
  14. 14. WE KNOW THEY ARE GROWING
  15. 15. CHECK OUT THIS awesome study https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
  16. 16. Dec 2014 vs Jul 2015: 855,243 queries July 2015December 2014 Source: stonetemple.com Overall Growth in Rich Answers 22.6% 31.2% 35% 30% 25% 20% 15% 10% 5% 0%
  17. 17. PREDICTED TO BE 40% BY END OF 2015
  18. 18. 75% OF RICH ANSWERS ARE FEATURED SNIPPETS
  19. 19. WHY ARE THEY GROWING?
  20. 20. KNOWLEDGE GRAPH
  21. 21. CONVERSATIONAL SEARCH HABITS
  22. 22. VOICE SEARCH
  23. 23. WHY WE NEED TO BE TAKING NOTE
  24. 24. NOT EVERYONE IS HAPPY ABOUT THEM
  25. 25. Read this at: http://googlepolicyeurope.blogspot.com.br/2014/09/we-built-google-for-users-not-websites.html We built Google for users, not websites - Eric Schmidt
  26. 26. See patent at - https://www.google.com/patents/US8819006 GOOGLE PATENT
  27. 27. VISUALLY APPEALING
  28. 28. Source: http://blog.optimaltargeting.com/2013/08/infographics-the-future-of-marketing/ BRAIN PROCESSES VISUALS 60,000x FASTER THAN TEXT
  29. 29. CONTENT WITH RELEVANT VISUALS RECEIVES 94% MORE VIEWS Source: https://blog.bufferapp.com/a-complete-guide-to-creating-awesome-visual-content
  30. 30. Confluent Forms case study - ‘What is a RFP’ - http://searchengineland.com/get-featured-snippets-site-224959 BIG BOOST IN CTR
  31. 31. Study by Ben Goodsell, read at - http://searchengineland.com/seo-featured-snippets-leads-big-gains-236212 FURTHER EVIDENCE PERIOD GOOGLE ORGANIC SESSIONS TO LANDING PAGE 4 months before Quick Answer visibility 139,758 4 months after Quick Answer visibility 861,385 CHANGE 516.34%
  32. 32. DON’T NEED TO BE ORGANIC #1
  33. 33. SO HOW DO YOU ACHIEVE A FEATURED SNIPPET?
  34. 34. Review in full at: https://support.google.com/webmasters/answer/6229325?hl=en GOOGLE’S ADVICE
  35. 35. ERIC ENGE’S ADVICE Identify a simple question1 Provide a direct answer2 Offer valued added info3 Make it easy for users (and Google) to find4
  36. 36. I CARRIED OUT A SMALL STUDY - 200 ‘HOW’, ‘WHAT’, ‘WHERE’, ‘WHY’ QUERIES
  37. 37. METRICS I LOOKED AT The page with the highest DA in search result The page with the most links in the search result DA, PA and links to snippet page Organic ranking of snippet page (2)
  38. 38. ORGANIC POSITIONAL SPREAD OF SNIPPET PAGE
  39. 39. DOMAIN AUTHORITY OF SNIPPET
  40. 40. WITH PAGE AUTHORITY...
  41. 41. % OF RESULTS WHERE SNIPPET HAS HIGHEST DA
  42. 42. Snippets DA: 74 Search result with highest DA DA: 97 AVERAGE DA - SNIPPET vs HIGHEST IN RESULT
  43. 43. EXTERNAL LINKS TO SNIPPET
  44. 44. MOST LINKED TO ORGANIC RESULT
  45. 45. % OF RESULTS WHERE SNIPPET HAS HIGHEST NUMBER OF LINKS
  46. 46. WHAT ABOUT THE CONTENT?
  47. 47. WHEN DO THE TRAINS STOP RUNNING IN LONDON
  48. 48. VISIT LONDON: ANSWER TO QUESTION AT TOP OF PAGE
  49. 49. VISIT LONDON: LOTS OF FURTHER INFO PROVIDED
  50. 50. TFL: NO ANSWER PROVIDED ON RESULT PAGE
  51. 51. TFL: INFO ON DOWNLOAD THOUGH NOT USER-FRIENDLY
  52. 52. HOW TO APPLY SUNSCREEN
  53. 53. AAD: NICE BIG VIDEO & CLEAR, BULLETED TEXT TRANSCRIPT
  54. 54. NHS: VIDEO SMALLER, TRANSCRIPT HIDDEN & LESS CLEAR
  55. 55. THE FUTURE
  56. 56. SNIPPET TRACKING IN SEARCH CONSOLE
  57. 57. Source: https://www.seroundtable.com/google-featured-snippets-real-time-21375.html EVEN FASTER UPDATES
  58. 58. https://www.seroundtable.com/google-schema-featured-snippets-21133.html https://support.google.com/webmasters/answer/6229325?hl=en SCHEMA?
  59. 59. NOT ALL PERFECT YET!
  60. 60. http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899 https://www.semrush.com/blog/how-to-discover-and-track-featured-snippets/ http://www.hmtweb.com/marketing-blog/featured-snippets-from-seo-sem-industry/ ENJOY THIS FURTHER READING...
  61. 61. @seanbutcher THANKS FOR LISTENING!

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