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GOOGLE DIRECT
ANSWERS
The Wild West of
Featured Snippets
Hi!
Good Afternoon.
Ari	
  Nahmani
CEO	
  /	
  Founder
Kahena	
  Digital	
  Marketing
ari@kahenadigital.com
TeamClients
Thanks, Barry. SMX Israel!
GOOGLE DIRECT
ANSWERS
ALL YOUR SERPS ARE BELONG TO US
SERP REAL ESTATE TAKEOVER
“10 BLUE LINKS” DOESN’T EXIST.
SERP REAL ESTATE TAKEOVER
YOUR SEO & INBOUND
STRATEGY NEED TO ADJUST.
97% OF SERPS HAVE SPECIAL FEATURES
97% OF SERPS HAVE SPECIAL FEATURES
NUMBER OF ORGANIC RESULTS
Less	
  than	
  
9	
  average	
  
‘organic’	
  
links	
  per	
  
page!
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
AINT NOTHIN’ YOU CAN DO.
FEATURED SNIPPETS - THERE’S HOPE!
FEATURED SNIPPETS - THERE’S HOPE!
FEATURED SNIPPETS - THERE’S HOPE!
TIME FOR MARKERTERS TO RUIN IT….
FEATURED SNIPPETS
WHAT DO WE KNOW?
• Informational queries
• Scraped structured
content and lists
• Appearance is fickle
WHAT DO WE KNOW?
• Relatively strong domains
• Specific Language singals
• Pulled from page 1 results
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
FEATURED SNIPPETS ARE FICKLE
• Featured snippets turn on and off based on
clickstream / CTR data.
• When pages are crawled...
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
FEATURED SNIPPET
COMPETITIVE ANALYSIS
DISCOVER FEATURED SNIPPETS
1. Find all ranked keywords on page 1
that have ‘how to’ and similar
informational queries
2. C...
DISCOVER FEATURED SNIPPETS - SEMRUSH
DISCOVER FEATURED SNIPPETS - EXCEL
DISCOVER FEATURED SNIPPETS - RankRanger
DISCOVER FEATURED SNIPPETS
<meta	
  property="og:image"	
  
content="http://cdn.instructables.com/FFZ/0UUG/
HA4MBM7I/FFZ0U...
FEATURED SNIPPET
OPPORTUNITIES ON YOUR SITE
DISCOVER FEATURED SNIPPETS – WMT / SC
DISCOVER FEATURED SNIPPETS – SCàEXCEL
DISCOVER FEATURED SNIPPETS – SCàEXCEL
FEATURED SNIPPETS – SEARCH ANALYTICS RANKING?
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
HOW CAN MARKETERS
OPTIMIZE FOR FEATURED
SNIPPETS?
OPTIMIZING FOR FEATURED SNIPPETS
• Structured Content
– H1s / H2s or CSS formatted headers
– <UL> and <OL> formatted lists...
OPTIMIZING FOR FEATURED SNIPPETS
• Optimized Language
– Simple, factual statements and instructions.
Descriptive enough to...
OPTIMIZING FOR FEATURED SNIPPETS
• Reinforce the Featured Snippet Algorithm
– Basic on-page elements seem to be extremely
...
Thanks!
Questions?
Ari	
  Nahmani
CEO	
  /	
  Founder
Kahena	
  Digital	
  Marketing
ari@kahenadigital.com
The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015
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The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

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Ari Nahmani does a deep dive into on how to discover and optimize for Google Featured Snippets / Direct Answers.

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The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

  1. 1. GOOGLE DIRECT ANSWERS The Wild West of Featured Snippets
  2. 2. Hi! Good Afternoon. Ari  Nahmani CEO  /  Founder Kahena  Digital  Marketing ari@kahenadigital.com
  3. 3. TeamClients
  4. 4. Thanks, Barry. SMX Israel!
  5. 5. GOOGLE DIRECT ANSWERS
  6. 6. ALL YOUR SERPS ARE BELONG TO US
  7. 7. SERP REAL ESTATE TAKEOVER “10 BLUE LINKS” DOESN’T EXIST.
  8. 8. SERP REAL ESTATE TAKEOVER YOUR SEO & INBOUND STRATEGY NEED TO ADJUST.
  9. 9. 97% OF SERPS HAVE SPECIAL FEATURES
  10. 10. 97% OF SERPS HAVE SPECIAL FEATURES
  11. 11. NUMBER OF ORGANIC RESULTS Less  than   9  average   ‘organic’   links  per   page!
  12. 12. KNOWLEDGE CARDS / DIRECT ANSWERS
  13. 13. KNOWLEDGE CARDS / DIRECT ANSWERS
  14. 14. KNOWLEDGE CARDS / DIRECT ANSWERS
  15. 15. KNOWLEDGE CARDS / DIRECT ANSWERS
  16. 16. KNOWLEDGE CARDS / DIRECT ANSWERS
  17. 17. KNOWLEDGE CARDS / DIRECT ANSWERS
  18. 18. KNOWLEDGE CARDS / DIRECT ANSWERS
  19. 19. KNOWLEDGE CARDS / DIRECT ANSWERS
  20. 20. KNOWLEDGE CARDS / DIRECT ANSWERS
  21. 21. KNOWLEDGE CARDS / DIRECT ANSWERS AINT NOTHIN’ YOU CAN DO.
  22. 22. FEATURED SNIPPETS - THERE’S HOPE!
  23. 23. FEATURED SNIPPETS - THERE’S HOPE!
  24. 24. FEATURED SNIPPETS - THERE’S HOPE!
  25. 25. TIME FOR MARKERTERS TO RUIN IT….
  26. 26. FEATURED SNIPPETS
  27. 27. WHAT DO WE KNOW? • Informational queries • Scraped structured content and lists • Appearance is fickle
  28. 28. WHAT DO WE KNOW? • Relatively strong domains • Specific Language singals • Pulled from page 1 results
  29. 29. GOOGLE FEATURED SNIPPETS EXAMPLES
  30. 30. GOOGLE FEATURED SNIPPETS EXAMPLES
  31. 31. GOOGLE FEATURED SNIPPETS EXAMPLES
  32. 32. GOOGLE FEATURED SNIPPETS EXAMPLES
  33. 33. GOOGLE FEATURED SNIPPETS EXAMPLES
  34. 34. GOOGLE FEATURED SNIPPETS EXAMPLES
  35. 35. GOOGLE FEATURED SNIPPETS EXAMPLES
  36. 36. GOOGLE FEATURED SNIPPETS EXAMPLES
  37. 37. FEATURED SNIPPETS ARE FICKLE • Featured snippets turn on and off based on clickstream / CTR data. • When pages are crawled and indexed, content seems to be pre-processed for featured snippet formatting. • Case study : Glenn Gabe
  38. 38. GOOGLE FEATURED SNIPPETS - FICKLE!
  39. 39. GOOGLE FEATURED SNIPPETS - FICKLE!
  40. 40. GOOGLE FEATURED SNIPPETS - FICKLE!
  41. 41. GOOGLE FEATURED SNIPPETS - FICKLE!
  42. 42. GOOGLE FEATURED SNIPPETS - FICKLE!
  43. 43. FEATURED SNIPPET COMPETITIVE ANALYSIS
  44. 44. DISCOVER FEATURED SNIPPETS 1. Find all ranked keywords on page 1 that have ‘how to’ and similar informational queries 2. Check SERPs for presence of featured snippets (automatically) 3. Analyze structure and content
  45. 45. DISCOVER FEATURED SNIPPETS - SEMRUSH
  46. 46. DISCOVER FEATURED SNIPPETS - EXCEL
  47. 47. DISCOVER FEATURED SNIPPETS - RankRanger
  48. 48. DISCOVER FEATURED SNIPPETS <meta  property="og:image"   content="http://cdn.instructables.com/FFZ/0UUG/ HA4MBM7I/FFZ0UUGHA4MBM7I.RECT2100.jpg"/>
  49. 49. FEATURED SNIPPET OPPORTUNITIES ON YOUR SITE
  50. 50. DISCOVER FEATURED SNIPPETS – WMT / SC
  51. 51. DISCOVER FEATURED SNIPPETS – SCàEXCEL
  52. 52. DISCOVER FEATURED SNIPPETS – SCàEXCEL
  53. 53. FEATURED SNIPPETS – SEARCH ANALYTICS RANKING?
  54. 54. DISCOVER FEATURED SNIPPETS – VALIDATE
  55. 55. DISCOVER FEATURED SNIPPETS – VALIDATE
  56. 56. DISCOVER FEATURED SNIPPETS – VALIDATE
  57. 57. DISCOVER FEATURED SNIPPETS – AUTOMATE
  58. 58. DISCOVER FEATURED SNIPPETS – AUTOMATE
  59. 59. DISCOVER FEATURED SNIPPETS – AUTOMATE
  60. 60. HOW CAN MARKETERS OPTIMIZE FOR FEATURED SNIPPETS?
  61. 61. OPTIMIZING FOR FEATURED SNIPPETS • Structured Content – H1s / H2s or CSS formatted headers – <UL> and <OL> formatted lists – Schema - not required but ItemList and ItemListElement may nudge in right direction. – Consistent html elements throughout page – Open Graph Image tag – Basic on-page SEO (title tag, URL).
  62. 62. OPTIMIZING FOR FEATURED SNIPPETS • Optimized Language – Simple, factual statements and instructions. Descriptive enough to include keyword modifiers (keyword research!), but not run-on or wavering. – Command language seems to work well. – Preface each list with a bolded section title that you want to show in SERP. – “The steps are:”, “Instructions:”, and similar prefaces
  63. 63. OPTIMIZING FOR FEATURED SNIPPETS • Reinforce the Featured Snippet Algorithm – Basic on-page elements seem to be extremely strong signals – If you have a relatively strong site (critical mass of inbound links / DA), how-to or answer-based content. – Keyword research and competitive analysis based on ‘how to’ and other informational queries in your field. Find FS, try to influenceand takeover results.
  64. 64. Thanks! Questions? Ari  Nahmani CEO  /  Founder Kahena  Digital  Marketing ari@kahenadigital.com

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