Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
#StateOfSearch
Owning Answer Boxes,
the Knowledge Graph
& Featured Snippets
@AlanBleiweiss
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Forensic SEO Consultant
22 Year...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Knowledge Graph:
Attempts to pr...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Carousel
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Auto-Complete
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Topical Knowledge Graph Boxes
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Featured Snippets
(Answer Boxes)
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
“Also Asked”
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Want to Win Featured Snippets?
...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
With more complete answers,
str...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Featured Snippets (Answer Boxes...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
1. Research ...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
2. Answer Al...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
2b. For Educ...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Topical Rese...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Topical Rese...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Deeper Answers Get More Feature...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
3. Strong To...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
4. High Qual...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Whether y...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Example: ...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Broad Loc...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Refined L...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Event Col...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Individua...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Articles
...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Tools
Structured Data Ma...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Docs
Carousels
https://d...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Docs
Events
https://deve...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Take Control (sometimes)
Sugges...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
1. Answer All t...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
2. Answer All t...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
3. Organize wit...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
4.Reinforce wit...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
Schema for the ...
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Thank you!
Upcoming SlideShare
Loading in …5
×

Owning the Answer Box, Knowledge Graph and Featured Snippets

1,993 views

Published on

If you want to win for SEO and organic voice search in today's internet, you need to find ways to get visibility in Google's Featured Snippets. This presentation provides step by step tasks on how to get shown in the knowledge graph.

Published in: Marketing
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Owning the Answer Box, Knowledge Graph and Featured Snippets

  1. 1. #StateOfSearch Owning Answer Boxes, the Knowledge Graph & Featured Snippets @AlanBleiweiss
  2. 2. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Forensic SEO Consultant 22 Years Internet Marketing 17 Years SEO 5 Years Specializing in Site Audits 350+ Audits Performed Over 1 billion Pages Deindexed Over 600 Million Pages
  3. 3. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Knowledge Graph: Attempts to present direct access to answers to questions, allows searchers to explore collections and lists.
  4. 4. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Carousel
  5. 5. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Auto-Complete
  6. 6. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Topical Knowledge Graph Boxes
  7. 7. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Featured Snippets (Answer Boxes)
  8. 8. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets “Also Asked”
  9. 9. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Want to Win Featured Snippets? Don't Fear Larger Sites!
  10. 10. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets With more complete answers, stronger architecture & organization, smaller sites can win!
  11. 11. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  12. 12. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  13. 13. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  14. 14. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  15. 15. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  16. 16. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  17. 17. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  18. 18. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  19. 19. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  20. 20. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  21. 21. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  22. 22. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  23. 23. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  24. 24. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  25. 25. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  26. 26. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  27. 27. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Featured Snippets (Answer Boxes) No consistency regarding reliance on structured markup Exact Match Page Titles Not Required Not always accurate Google continues to change & refine results - Expect Fluctuation Images are often drawn from sites other than the site the actual answer is drawn from Not All Featured Snippets Include a Source Link!
  28. 28. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking 1. Research Extensively Existing Competitive Answer Box Results "People Also Asked" Click "Also Asked" Results to Reveal More Questions "Searches Related To" at Bottom of SERP
  29. 29. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking 2. Answer All the Questions For Your Situation 2a. For product and service sales sites: Think like prospective customers during each phase of the decision process Initial research questions Multiple vendors comparison questions Questions about your brand as potential source Existing customer questions
  30. 30. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking 2b. For Educational Content Think like a student researching the Topic What information do I need, in order to have confidence I have learned all I need to for this topic? Does this content meet that need? Do I trust this content?
  31. 31. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking Topical Research Resource: https://answerthepublic.com H/T @TopHatArsen
  32. 32. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking Topical Research Resource: https://answerthepublic.com H/T @TopHatArsen
  33. 33. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking Completeness Bonus Task: Add photos, graphs, charts, & rich media help to enhance text content
  34. 34. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking Completeness Bonus Task: Don’t ignore the power and future growth from including Schema Markup!
  35. 35. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking Completeness Bonus Task: Sometimes, a short answer is sufficient. Sometimes, a more complete answer is better. Determine which is best for your needs.
  36. 36. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  37. 37. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  38. 38. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  39. 39. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  40. 40. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets
  41. 41. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Deeper Answers Get More Featured Snippets
  42. 42. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking 3. Strong Topical Organization Reinforces Topical Strength Navigational Silo Access URL Hierarchical Silo Model Section Level Sidebar Interlinking
  43. 43. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Answer Box Tasking 4. High Quality Inbound Links To maximize sustainable trust, you'll need to obtain high quality links pointing to those topical silos
  44. 44. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Whether you want more visibility in Featured Snippets, Carousels, or the knowledge graph box, pick the right Schema.
  45. 45. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Example: Recipes Many sites have been penalized for using recipe markup for non-food recipes like "how to make soap". There was no viable replacement until this summer, when they came out with Schema for "How-To" Articles. See http://schema.org/HowTo
  46. 46. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Broad Local business Markup http://schema.org/LocalBusiness
  47. 47. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Refined Local Business Options http://schema.org/Attorney http://schema.org/RealEstateAgent http://schema.org/Dentist http://schema.org/FoodEstablishment http://schema.org/LodgingBusiness http://schema.org/FinancialService
  48. 48. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Event Collection http://schema.org/events
  49. 49. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Individual Event Types http://schema.org/Event http://schema.org/BusinessEvent http://schema.org/DanceEvent http://schema.org/Festival http://schema.org/MusicEvent http://schema.org/SportsEvent
  50. 50. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Choose Schema Wisely! Articles http://schema.org/Article http://schema.org/NewsArticle http://schema.org/ScholarlyArticle https://schema.org/MedicalScholarlyArticle http://schema.org/citation
  51. 51. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Google Tools Structured Data Markup Helper https://www.google.com/webmasters/markup-helper/ Structured Data Testing Tool https://search.google.com/structured-data/testing-tool Google Search Console Structured Data Report https://www.google.com/webmasters/tools/structured- data?hl=en&authuser=0&siteUrl=*YourDomainHere*
  52. 52. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Google Docs Carousels https://developers.google.com/search/docs/guides/mark-up-listings Books https://developers.google.com/search/docs/data-types/books Corporate Contacts https://developers.google.com/search/docs/data-types/corporate-contacts
  53. 53. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Google Docs Events https://developers.google.com/search/docs/data-types/events Musicians & Bands https://developers.google.com/search/docs/data-types/music Recipes https://developers.google.com/search/docs/data-types/recipes Social Icons https://developers.google.com/search/docs/data-types/social-profile-links
  54. 54. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Take Control (sometimes) Suggest Changes to Knowledge Graph https://support.google.com/websearch/answer/6325583
  55. 55. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Tasking Summary 1. Answer All the Questions a. Research Existing Search Results Auto Complete Existing Featured Snippets / Knowledge Box Also Asked Related Searches
  56. 56. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Tasking Summary 2. Answer All the Questions a. Think Through Questions during Full Life Cycle Journey b. Enhance with Media c. Enhance with Appropriate Schema
  57. 57. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Tasking Summary 3. Organize with Strong Navigation a. Reinforce navigation with nested URLs b. Reinforce with section isolated sidebar navigation
  58. 58. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Tasking Summary 4.Reinforce with inbound links a. Target internal silos b. links should be based on matching silo topical focus c. don’t be an asshat with links
  59. 59. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Tasking Summary Schema for the Sustainable Win! Refine to Accurate Sub-Types Test all the Things! Monitor in Google Search Console Structured Testing Tool
  60. 60. #StateOfSearch @AlanBleiweiss Owning Answer Boxes, the Knowledge Graph & Featured Snippets Thank you!

×