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SearchLeeds 2019 - Emily Potter - The achievable SERP feature

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SERP features are increasingly overtaking the search landscape, stealing traffic from content providers. The featured snippet, however, is one that we still have a level of control over. Emily's SearchLeeds talk will show you exactly how much traffic you can expect to gain by acquiring featured snippets with data from case studies to justify their value, and also share tips on how to win them.

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SearchLeeds 2019 - Emily Potter - The achievable SERP feature

  1. 1. Featured Snippets: The Achievable SERP Feature Emily Potter
  2. 2. Today I’m going to cover 3 things... Intro Existing Studies My Own Study
  3. 3. What is a featured snippet?
  4. 4. What is a featured snippet?
  5. 5. Why do we like featured snippets?
  6. 6. Winning Featured Snippets: Attempt #1
  7. 7. Found keywords with featured snippets
  8. 8. Included keywords in headings
  9. 9. Included keywords in headings
  10. 10. Included keywords in headings
  11. 11. Included keywords in headings
  12. 12. Turned content into lists
  13. 13. Turned content into lists
  14. 14. Turned content into lists
  15. 15. Turned prices into tables
  16. 16. Turned prices into tables
  17. 17. I think this just might be my masterpiece
  18. 18. Is this just a talk about winning featured snippets?
  19. 19. Did any of these tactics work?
  20. 20. Lesson #1: Google is the enemy.
  21. 21. Winning Featured Snippets: Attempt #2
  22. 22. Focus more on competitors.
  23. 23. Are they answering the query better?
  24. 24. Are they answering the query better? What format are they using?
  25. 25. Are they answering the query better? What format are they using? Are they using headings and we’re not?
  26. 26. One more keyword.
  27. 27. 35 hours later...
  28. 28. Lesson #2: Featured snippets are bullshit.
  29. 29. What’s not to like about featured snippets?
  30. 30. Featured snippets steal clicks
  31. 31. ahrefs Link here.
  32. 32. Featured snippets are reducing CTRs
  33. 33. Featured snippets increase no-click searches 29.8% without clicks Searches with featured snippet 25.8% without clicks Searches without featured snippets
  34. 34. Featured snippets create confirmation bias
  35. 35. Featured snippets are unsophisticated
  36. 36. I set out to prove featured snippets are overrated.
  37. 37. Featured snippets increase CTR by over 114% Link here.
  38. 38. Featured snippet increased sessions by 516% Link here.
  39. 39. Luckily, these studies suck.
  40. 40. Issues with these studies 1. Misleading wording
  41. 41. Issues with these studies 1. Misleading wording ○ Reporting relative instead of absolute increase
  42. 42. “The CTR for high volume keywords increased by over 114%”
  43. 43. Issues with these studies 1. Misleading wording ○ Reporting relative instead of absolute increase ○ Misleading headlines
  44. 44. Issues with these studies 1. Misleading wording 2. No experiment control
  45. 45. I decide to create my own study.
  46. 46. My research method
  47. 47. Research method - Hypothesis Owning a featured snippet does not have a significant impact on click-through-rates.
  48. 48. Research method - Data sources Data sources - STAT ● When featured snippet appeared and if we owned it ● Base rank of our page
  49. 49. Research method - Data sources Data sources - Google Search Console ● Click-through-rate (CTR) ● Only included queries with impressions > 60
  50. 50. 3,834 data points
  51. 51. My findings
  52. 52. Featured snippets improve CTRs
  53. 53. For every organic position
  54. 54. Position 4 and up most likely to own them
  55. 55. “For the top 5 results, backlinks and other authority signals matter much less for winning a featured snippet.”
  56. 56. Average rank with featured snippet 2.1
  57. 57. Average rank without featured snippet 3.3
  58. 58. Pages below rank 10 unlikely to own them
  59. 59. CTR increase lower than existing studies
  60. 60. CTR increase lower than existing studies
  61. 61. Featured snippets work.
  62. 62. I still hate featured snippets.
  63. 63. Monday morning actions
  64. 64. Monday morning actions 1. Find keywords you rank for with featured snippets
  65. 65. Monday morning actions 1. Find keywords you rank for with featured snippets ○ Avoid keywords with commercial intent
  66. 66. Monday morning actions 1. Find keywords you rank for with featured snippets ○ Avoid keywords with commercial intent ○ Flag where you rank higher than the current owner
  67. 67. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit
  68. 68. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit ○ Steal headings (especially when you rank higher)
  69. 69. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit ○ Steal headings (especially when you rank higher) ○ Join two points together with “However”
  70. 70. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages
  71. 71. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages 4. Re-format your content to match that of current owner
  72. 72. Monday morning actions 1. Find keywords you rank for with featured snippets 2. Look for low hanging fruit 3. Add on-page content for well performing pages 4. Re-format your content to match that of current owner ○ Turn paragraphs into lists, lists into tables, etc.
  73. 73. Bonus Tool: Natural Language Processing Question And Answer Demo Using BERT NLP ● Verify Google can extract answers from your content ● https://ai.googleblog.com/2018/11/open-sourcing-bert- state-of-art-pre.html
  74. 74. Emily Potter @e_mpotter www.slideshare.net/EmilyPotter7/emily-potter-brighton-seo-2019-slideshare

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