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March 3rd, 2015
Winning with
Direct Answers
as a Content Site
Ehren Reilly
Director of Product, Growth
Glassdoor
@ehrenrei...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
• How should content sites approach approach the
direct answer revolution? ...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
• Panda is about quality.
• Content can be high-quality but bite-sized.
• A...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
QUICK, EASY FACTS
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
QUICK, EASY FACTS
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
QUICK, EASY FACTS
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO BE HIGH-
QUALITY AND BITE-SIZED
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-
QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-
QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-
QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-
QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
BUT WHAT IF I HAVE HIGH-QUALITY,
UNIQUE, PROPRIETARY CONTENT?
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
SPOILER ALERT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
SPOILER ALERT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
THOSE FU*#%RS ARE STEALING
PUBLISHERS’ CONTENT!!!!
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
REALITY CHECK
“Take that, Wiki-freakin-pedia!”
- John Doe, SEO Director
at ...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
REALITY CHECK
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
THAT’S MY SERP!
THAT’S MY SERP!
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
THAT’S MY SERP!
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
BETTER FOR USERS, WORSE FOR DA
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
FOLLOW THE FORMULA
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
I CAN DO THAT
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
MEGASNIPPET!
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
Every direct answer follows a formula.
1. Figure out the formula for the DA...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
Classic SERP:
Get the click vs. competitor getting the click.
Direct answer...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
SOME DIRECT ANSWERS ENTICE CLICKS
BETTER THAN OTHERS
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
GET PICKED
• Do good SEO 101
• Match the formula
• Avoid unhelpful structur...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
• DAs disrupt the classic SERP organization.
• Some rank tracking software ...
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
EXPECT FLUX
• DA is a new
technology
• New formats
• Fixing errors
searchmarketingexpo.com
@ehrenreilly
#SMX #11A
Now hiring SEOs & Product Managers
jobs.glassdoor.com
• Sr. Product Manager...
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How to Win With Direct Answers as a Content Site

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: The Growth Of Direct Answers: How Should SEOs React?. PRESENTATION: How to Win With Direct Answers as a Content Site - Given by Ehren Reilly, @Ehrenreilly - Glassdoor, Director of Product Growth. #SMX #11A

Published in: Marketing

How to Win With Direct Answers as a Content Site

  1. 1. March 3rd, 2015 Winning with Direct Answers as a Content Site Ehren Reilly Director of Product, Growth Glassdoor @ehrenreilly
  2. 2. searchmarketingexpo.com @ehrenreilly #SMX #11A • How should content sites approach approach the direct answer revolution? Wrath? • What can we actually do about it? • What tactics enable you to make the best of the situation? OVERVIEW
  3. 3. searchmarketingexpo.com @ehrenreilly #SMX #11A • Panda is about quality. • Content can be high-quality but bite-sized. • Ask a simple question, get a simple answer, success! PANDA ≠ THIN CONTENT
  4. 4. searchmarketingexpo.com @ehrenreilly #SMX #11A QUICK, EASY FACTS
  5. 5. searchmarketingexpo.com @ehrenreilly #SMX #11A QUICK, EASY FACTS
  6. 6. searchmarketingexpo.com @ehrenreilly #SMX #11A QUICK, EASY FACTS
  7. 7. searchmarketingexpo.com @ehrenreilly #SMX #11A IT’S NO LONGER VIABLE TO BE HIGH- QUALITY AND BITE-SIZED
  8. 8. searchmarketingexpo.com @ehrenreilly #SMX #11A IT’S NO LONGER VIABLE TO HAVE HIGH- QUALITY NON-PROPRIETARY CONTENT
  9. 9. searchmarketingexpo.com @ehrenreilly #SMX #11A IT’S NO LONGER VIABLE TO HAVE HIGH- QUALITY NON-PROPRIETARY CONTENT
  10. 10. searchmarketingexpo.com @ehrenreilly #SMX #11A IT’S NO LONGER VIABLE TO HAVE HIGH- QUALITY NON-PROPRIETARY CONTENT
  11. 11. searchmarketingexpo.com @ehrenreilly #SMX #11A IT’S NO LONGER VIABLE TO HAVE HIGH- QUALITY NON-PROPRIETARY CONTENT
  12. 12. searchmarketingexpo.com @ehrenreilly #SMX #11A BUT WHAT IF I HAVE HIGH-QUALITY, UNIQUE, PROPRIETARY CONTENT?
  13. 13. searchmarketingexpo.com @ehrenreilly #SMX #11A SPOILER ALERT
  14. 14. searchmarketingexpo.com @ehrenreilly #SMX #11A SPOILER ALERT
  15. 15. searchmarketingexpo.com @ehrenreilly #SMX #11A THOSE FU*#%RS ARE STEALING PUBLISHERS’ CONTENT!!!!
  16. 16. searchmarketingexpo.com @ehrenreilly #SMX #11A REALITY CHECK “Take that, Wiki-freakin-pedia!” - John Doe, SEO Director at Britannica.com
  17. 17. searchmarketingexpo.com @ehrenreilly #SMX #11A REALITY CHECK
  18. 18. searchmarketingexpo.com @ehrenreilly #SMX #11A THAT’S MY SERP! THAT’S MY SERP!
  19. 19. searchmarketingexpo.com @ehrenreilly #SMX #11A THAT’S MY SERP!
  20. 20. searchmarketingexpo.com @ehrenreilly #SMX #11A BETTER FOR USERS, WORSE FOR DA
  21. 21. searchmarketingexpo.com @ehrenreilly #SMX #11A FOLLOW THE FORMULA
  22. 22. searchmarketingexpo.com @ehrenreilly #SMX #11A I CAN DO THAT
  23. 23. searchmarketingexpo.com @ehrenreilly #SMX #11A MEGASNIPPET!
  24. 24. searchmarketingexpo.com @ehrenreilly #SMX #11A Every direct answer follows a formula. 1. Figure out the formula for the DA you want to appear in. 1. Create that sentence with your information. FIND THE FORMULA
  25. 25. searchmarketingexpo.com @ehrenreilly #SMX #11A Classic SERP: Get the click vs. competitor getting the click. Direct answer SERP: Get the click vs. no click at all OK, BUT WHAT ABOUT CLICKS?
  26. 26. searchmarketingexpo.com @ehrenreilly #SMX #11A SOME DIRECT ANSWERS ENTICE CLICKS BETTER THAN OTHERS
  27. 27. searchmarketingexpo.com @ehrenreilly #SMX #11A GET PICKED • Do good SEO 101 • Match the formula • Avoid unhelpful structure & markup GET CLICKED • Shock and awe – Make the answer seem not-so- simple. “This is a full page type of answer”. • Teasers – What’s the next thing people want to know? DIRECT ANSWER SEO TACTICS
  28. 28. searchmarketingexpo.com @ehrenreilly #SMX #11A • DAs disrupt the classic SERP organization. • Some rank tracking software doesn’t handle them well. • Possible handling: • DA counted as ordinal 1 • DA counted as ordinal 1 and 2 • DA not treated as an ordinal. RANK TRACKING WITH DIRECT ANSWERS ON THE SERP
  29. 29. searchmarketingexpo.com @ehrenreilly #SMX #11A EXPECT FLUX • DA is a new technology • New formats • Fixing errors
  30. 30. searchmarketingexpo.com @ehrenreilly #SMX #11A Now hiring SEOs & Product Managers jobs.glassdoor.com • Sr. Product Manager, SEO/Growth • Sr. SEO Manager, B2B

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