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Google Rich Answers and Featured Snippets In Search - Pubcon Austin 2016

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Google has been developing rich answers and featured snippets to help people to get direct answers to their questions in the search results. In this presentation, you will learn how rich answers and featured snippets have grown, and how you can get featured snippets that drive traffic for your site.

This deck was presented at Pubcon Austin by Eric Enge, Stone Temple Consulting’s CEO.

Get Eric's complete study on how Google is using these features at stonet.co/featured-snippets-ss

Published in: Marketing
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Google Rich Answers and Featured Snippets In Search - Pubcon Austin 2016

  1. 1. Eric Enge @stonetemple / +Eric Enge Google’s Rich Answers and Featured Snippets
  2. 2. Eric Enge @stonetemple / +Eric Enge Nationalselfrelianceassociation.com FIRE … I walked barefoot across hot coals for 25 feet in October 2010
  3. 3. Eric Enge @stonetemple / +Eric Enge … AND ICE ntier.org I camped in Northern Minnesota in February 2011 (temps hit -30)
  4. 4. Eric Enge @stonetemple / +Eric Enge Stone Temple Consulting Full-service Digital Marketing Agency Content Marketing • Strategic Plan • Off-site Placements • On-site Content • Influencer / Media Relationships • Link Building On-Page SEO • Comprehensive Audits • Site Hierarchy (IA) • Search Engine Crawl Management • Crawls • Ongoing Site Reviews and Auditing • Mobile Strategy • Mobile SEO Implementation • AMP • App Strategy • Deep Linking • App Store Optimization Social Media • Strategic Plan • Drive Business Results • Influencer / Media Relationships • Content Strategy • Content Generation Mobile
  5. 5. Eric Enge @stonetemple / +Eric Enge “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
  6. 6. Eric Enge @stonetemple / +Eric Enge Types of Rich Answers
  7. 7. Eric Enge @stonetemple / +Eric Enge The Knowledge Graph is a Database of Facts and Relationships
  8. 8. Eric Enge @stonetemple / +Eric Enge Knowledge Panel
  9. 9. Eric Enge @stonetemple / +Eric Enge Knowledge Box
  10. 10. Eric Enge @stonetemple / +Eric Enge Featured Snippet
  11. 11. Eric Enge @stonetemple / +Eric Enge Enhanced Snippet
  12. 12. Eric Enge @stonetemple / +Eric Enge Collectively … Knowledge Panels + Knowledge Boxes + Featured Snippets + Enhanced Snippets = Rich Answers
  13. 13. Eric Enge @stonetemple / +Eric Enge Example Sequence
  14. 14. Eric Enge @stonetemple / +Eric Enge Where is the Empire State Building?
  15. 15. Eric Enge @stonetemple / +Eric Enge When Was it Built?
  16. 16. Eric Enge @stonetemple / +Eric Enge How Tall is it?
  17. 17. Eric Enge @stonetemple / +Eric Enge How Many Floors Does it Have?
  18. 18. Eric Enge @stonetemple / +Eric Enge Pictures
  19. 19. Eric Enge @stonetemple / +Eric Enge Who Built It?
  20. 20. Eric Enge @stonetemple / +Eric Enge Restaurants
  21. 21. Eric Enge @stonetemple / +Eric Enge Let’s Look At Some Data!
  22. 22. Eric Enge @stonetemple / +Eric Enge Rich Answers Continuing to Grow Based on Reviewing 855K SERPs To see my complete Rich Answers Study click here!
  23. 23. Eric Enge @stonetemple / +Eric Enge Massive Churn in Featured Snippets
  24. 24. Eric Enge @stonetemple / +Eric Enge Analysis of Queries That Returned FS in Both Months
  25. 25. Eric Enge @stonetemple / +Eric Enge Analysis of Queries That Returned FS in Both Months (SEMRush – 12,000 Queries)
  26. 26. Eric Enge @stonetemple / +Eric Enge Measurement of Total Overall Churn in January 2016 Featured Snippets
  27. 27. Eric Enge @stonetemple / +Eric Enge Measurement of Total Overall Churn in January 2016 Featured Snippets (SEMRush)
  28. 28. Eric Enge @stonetemple / +Eric Enge Google Appears to Have Built a Featured Snippet Machine Speculation Ahead!
  29. 29. Eric Enge @stonetemple / +Eric Enge Changes in Formats
  30. 30. Eric Enge @stonetemple / +Eric Enge Answers Directly From Google 121,169 Examples +64.1%
  31. 31. Eric Enge @stonetemple / +Eric Enge 37 examples found -86.1%! Includes Anchor Text
  32. 32. Eric Enge @stonetemple / +Eric Enge 37,287 examples found Up 195% Enhanced Snippets
  33. 33. Eric Enge @stonetemple / +Eric Enge Includes a Chart 16,387 examples found Up 116%
  34. 34. Eric Enge @stonetemple / +Eric Enge Comparison Queries: Jupiter vs. Saturn
  35. 35. Eric Enge @stonetemple / +Eric Enge Comparison Queries Display Format Gone?
  36. 36. Eric Enge @stonetemple / +Eric Enge Google Makes Mistakes
  37. 37. Eric Enge @stonetemple / +Eric Enge
  38. 38. Eric Enge @stonetemple / +Eric Enge
  39. 39. Eric Enge @stonetemple / +Eric Enge Case Studies
  40. 40. Eric Enge @stonetemple / +Eric Enge Domain Authority of 38
  41. 41. Eric Enge @stonetemple / +Eric Enge More Items Will Drive More Clicks
  42. 42. Eric Enge @stonetemple / +Eric Enge Ranks #5 Normally
  43. 43. Eric Enge @stonetemple / +Eric Enge Simple Direct Answer to the Question
  44. 44. Eric Enge @stonetemple / +Eric Enge Got The Rich Answer
  45. 45. Eric Enge @stonetemple / +Eric Enge How Can I Get Me Some? Yes, We Ran a Test
  46. 46. Eric Enge @stonetemple / +Eric Enge 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?
  47. 47. Eric Enge @stonetemple / +Eric Enge We Published 5 New Pages on May 20th 2015
  48. 48. Eric Enge @stonetemple / +Eric Enge We Included Transcripts With an Outline of Clear Steps
  49. 49. Eric Enge @stonetemple / +Eric Enge The Content Provided a Lot More Info Than Just the “How To”
  50. 50. Eric Enge @stonetemple / +Eric Enge We Submitted the URLs in Search Console
  51. 51. Eric Enge @stonetemple / +Eric Enge Bingo! Saw This Within 3 Days of Publishing the Content
  52. 52. Eric Enge @stonetemple / +Eric Enge Identify a Simple Question Provide a Direct Answer Make it Easy for Users (and Google) to Find 1 2 4 Offer Valued Added Info3
  53. 53. Eric Enge @stonetemple / +Eric Enge Schema Not Required
  54. 54. Eric Enge @stonetemple / +Eric Enge FAQ Pages Not a Good Format to Use For This
  55. 55. Eric Enge @stonetemple / +Eric Enge Got The Rich Answer Time to Get Traffic Results Like This For Your Site?
  56. 56. Eric Enge @stonetemple / +Eric Enge Eric Enge eenge@stonetemple.com @stonetemple +Eric Enge (508) 962-8474 www.stonetemple.com Thank You!

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