How to rank higher than No. 1 on Google: A SERP features story. You’ve seen more and more methods for ranking #0 in search results lately, right? You’ve likely seen the People Also Ask (Related Questions) boxes – the accordion-like question and answer boxes are Google search result pages (SERPs). Introducing why Featured Snippets are an important part of SEO and digital marketing and how you can appear in them to drive increased traffic to your site.
How to rank higher than No. 1 on Google - Fernando Angulo, SEMrush
1. KEYNOTE
Fernando Angulo
HEAD OF COMMUNICATIONS,
SEMRUSH
DUBAI, UAE ~ OCTOBER 22 - 23, 2019
DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast
DIGIMARCONDUBAI.AE | #DigiMarConDubai
How to Rank Higher
Than No. 1 on Google
47. Comparison
Snippets
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Pricing keywords are the type of end-
of-buying-cycle keywords that tend
to have high conversions.
Understanding
Featured Snippets
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51. 51
Create paragraphs in
the 40–60-word range.
Be succinct
Avoid giant walls of
text.
Formatting your
Featured Snippets
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52. 52
Headers and subheaders
are used on average in
top performers.
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Formatting your
Featured Snippets
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55. 55
On average, we
found 12 images with
ALT text
Earth seen from outer space
Earth seen from
outer space
Formatting your
Featured Snippets
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56. 56
On average, we found 33
external link citations.
Formatting your
Featured Snippets
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57. List
Snippets
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You need to give the user a
reason to click through to your site.
Formatting your
Featured Snippets
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Create lists with more
than 8 items.
Use longer lists so
Google is forced to
truncate the results.
Formatting your
Featured Snippets
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60. Table
Snippets
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Create tables that Google will
truncate.
Use more than 5 rows or 7
columns to achieve truncation
and encourage engagement.
Formatting your
Featured Snippets
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73. PAA Results
Appear more often
in mobile
PAA Results
Increase chances of
getting clicks and
higher CTR
PAA Results
Take up much
screen space
PAA in Mobile
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74. Too often forgotten:
Google displays topics of related Featured Snippets in the "People Also Ask" box. So you
can gain a lot more visibility.
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75. PAA in the presence of other SERP features
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76. PAA in the presence of other SERP features
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77. PAA in the presence of other SERP features
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78. Positions of the sites presented in the PAA box
● ~ 73% of PAA don’t rank in
organic results by the keywords
examined
● ~ 2.5% of PAA come from
position 5-9
● ~ 5% of PAAs are generated
from positions 10-20
● ~ 12% sites with outside the
TOP 20 position appear in PA
The page does
not appear in
the organic
results by the
keywords
examined
Suddenly... everyone
has a chance :)
41#DIGIMARCON @fernando1angulo
79. Positions of the sites presented in the PAA box
● ~ 80% of PAA don’t rank in
organic results by the keywords
examined
● ~ 2.3% of PAA come from
position 5-9
● ~ 4.3% of PAAs are generated
from positions 10-20
● ~ 8.2% sites with outside the
TOP 20 position appear in PA
The page does
not appear in
the organic
results by the
keywords
examined
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Suddenly... everyone
has a chance :)
Mostly in mobile
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80. How to benefit?
Ways to optimize Content for Featured Snippets and expand PPA score
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92. Use Blogger & PR
outreach to
increase external
social sharing
and links to your
target pages
92How to Earn
Featured Snippets
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93. How do I know if a site has Serp Features?
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94. How do I know if a site has Serp Features?
Check the SERP
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97. 97
TAKEAWAYS
Don’t Be Afraid to Update Your Clients Old Content
Interlink pages on your Client's Web Site to Boost them
Put Your Client's Content on Slideshare and Quora
Turn Old Blog Posts into eBooks, Videos, Infographics
Optimize articles based on INTENT for each keyword
Keep updating evergreen articles at least quarterly
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98. Thank You!Reach out if you have questions!
SEMrush.com
f.angulo@semrush.com
Fernando Angulo