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Google's Rich Answers in Search - How to Make Them Work For You By Eric Enge

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: The Growth Of Direct Answers: How Should SEOs React?. PRESENTATION: Googles Rich Answers In Search - How to Make Them Work For You - Given by Eric Enge, @stonetemple, CEO - Stone Temple Consulting. #SMX #22A

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Google's Rich Answers in Search - How to Make Them Work For You By Eric Enge

  1. 1. #SMX #22a @stonetemple Or … How Can I Get Me Some! Google’s Rich Answers in Search - How to Make Them Work For You
  2. 2. #SMX #22a @stonetemple Who Am I? Columnist & Contributor CEO & Founder 50+ person Digital Marketing and SEO agency
  3. 3. #SMX #22a @stonetemple “The destiny of [Google’s search engine] is to become that Star Trek computer, and that’s what we are building.” Google’s Amit Singhal
  4. 4. #SMX #22a @stonetemple Let’s Look At Some Data!
  5. 5. #SMX #22a @stonetemple We Conducted a Massive Study
  6. 6. #SMX #22a @stonetemple How Has This Grown Over Time? Increase in Rich Answers (No Sidebar) of 38%!
  7. 7. #SMX #22a @stonetemple Includes a Table 1,285 examples found 22,607 examples found Increased 12x!
  8. 8. #SMX #22a @stonetemple 220 examples found Up 110% Movie and Menu Results – Shows Tabs
  9. 9. #SMX #22a @stonetemple Question Only Partially Answered 12,884 examples found Up 17% Ellipses
  10. 10. #SMX #22a @stonetemple Complete List Result With Link to Source All List Results include a link to the source 8,829 examples found Up 55%
  11. 11. #SMX #22a @stonetemple Has a Form 20,657 examples found Up 162%
  12. 12. #SMX #22a @stonetemple Includes a Chart 13,669 examples found Up Over 200X!
  13. 13. #SMX #22a @stonetemple Includes Link to Follow On Actions 172 examples found Up 55%
  14. 14. #SMX #22a @stonetemple Is Google Providing Proper Attribution? Why Do Some Not Have Attribution? 1. Nearly All Cases are Public Domain Data 2. Some Cases of Licensed Data as Well 67.5% Do Include Attribution Down 9.7% 32.5% Do Not Include Attribution
  15. 15. #SMX #22a @stonetemple Don’t Build an SEO Strategy Based on Public Domain Data
  16. 16. #SMX #22a @stonetemple The Rich Get Richer?
  17. 17. #SMX #22a @stonetemple Google Uses Many Domains With Lower Authority 54.0% of Domains Used Have a DomainAuthority Less Than 60
  18. 18. #SMX #22a @stonetemple Domain Authority of 47
  19. 19. #SMX #22a @stonetemple Jumped Over Wikipedia!
  20. 20. #SMX #22a @stonetemple Simple Clear Answer to the Question
  21. 21. #SMX #22a @stonetemple Got The Rich Answer Lost The Rich Answer
  22. 22. #SMX #22a @stonetemple Title Tag Entices Click Through
  23. 23. #SMX #22a @stonetemple Domain Authority of 38
  24. 24. #SMX #22a @stonetemple More Items Will Drive More Clicks
  25. 25. #SMX #22a @stonetemple Ranks Number 5 Normally
  26. 26. #SMX #22a @stonetemple Simple Direct Answer to the Question
  27. 27. #SMX #22a @stonetemple Got The Rich Answer
  28. 28. #SMX #22a @stonetemple How Can I Get Me Some? Yes, We Ran a Test
  29. 29. #SMX #22a @stonetemple How To Implement a NoFollow? We Started With a List of Common Questions How To Implement a NoIndex Tag? How To Implement a Rel Alternate Tag? How To Implement a Rel Canonical? How To Implement a Vary:User Agent Header?
  30. 30. #SMX #22a @stonetemple We Published 5 Videos on May 20th
  31. 31. #SMX #22a @stonetemple We Included Transcripts With an Outline of Clear Steps
  32. 32. #SMX #22a @stonetemple The Content Provided a Lot More Info Than Just the “How To”
  33. 33. #SMX #22a @stonetemple We Shared One of The URLs on Google+
  34. 34. #SMX #22a @stonetemple We Submitted the URLs in Search Console
  35. 35. #SMX #22a @stonetemple Bingo! Saw This Within 3 Days of Publishing the Content
  36. 36. #SMX #22a @stonetemple Identify a Simple Question Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info3
  37. 37. #SMX #22a @stonetemple Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 879-0950 www.stonetemple.com Thank You!
  38. 38. #SMX #22a @stonetemple THANK YOU! Join us @SMX West San Jose Mar 3rd – 5th, 2016

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