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Google Direct Answers: What Do They Mean for Your Site Traffic?

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More and more Google is providing direct answers for questions asked in search, answers that may keep people from clicking through to web sites. What does this mean for your site, and are there ways to turn answer boxes to your advantage? This deck has the answers!

Published in: Marketing

Google Direct Answers: What Do They Mean for Your Site Traffic?

  1. 1. Google Direct Answers Mark Traphagen | Stone Temple Consulting @marktraphagen
  2. 2. Google’s mission is to organize the world’s web sites and make them universally accessible and useful. Get this deck: stonet.co/googleanswersraleigh
  3. 3. Google’s mission is to organize the world’s information and make it universally accessible and useful. Get this deck: stonet.co/googleanswersraleigh
  4. 4. In the beginning…
  5. 5. moz.com/blog/the-incredible-shrinking- serp
  6. 6. Tabbed results
  7. 7. Table
  8. 8. Sliders
  9. 9. With Knowledge Panel
  10. 10. Form
  11. 11. Chart
  12. 12. Carousel
  13. 13. Image
  14. 14. Related items
  15. 15. Lists
  16. 16. Directly in search suggest!
  17. 17. Spoiler alert result
  18. 18. Slawski: Possible sources • Tabular data (example: a Wikipedia info box alongside a Wiki article) • Relational tables that display related data in tabular format (such as a list of U.S. Presidents and basic facts about each) • Colon-delimited pairs (such as “Check In Time: 3:00 PM; Check Out Time: 12 Noon” for a hotel) • Structured snippets • Knowledge bases • Query stream data merged with knowledge bases and web documents (Biperpedia)
  19. 19. stonet.co/RichAnswers
  20. 20. Mostly public domain info
  21. 21. But notable exceptions…
  22. 22. Slawski: Possible sources • Tabular data (example: a Wikipedia info box alongside a Wiki article) • Relational tables that display related data in tabular format (such as a list of U.S. Presidents and basic facts about each) • Colon-delimited pairs (such as “Check In Time: 3:00 PM; Check Out Time: 12 Noon” for a hotel) • Structured snippets • Knowledge bases • Query stream data merged with knowledge bases and web documents (Biperpedia)
  23. 23. stonet.co/AnswerBoxTraffic
  24. 24. Definitely NOT
  25. 25. List with linked ellipses
  26. 26. List with more items
  27. 27. Looks like it shouldn’t, but did!
  28. 28. 1. Complex topic
  29. 29. 2. Brilliant title tag
  30. 30. Megasnippet!
  31. 31. Takeaway 1 Make sure you have clear, natural language in your articles that directly answers the most likely questions about any factual information.
  32. 32. Takeaway 2 Every direct answer follows a formula. If you look carefully at the pages that get into direct answers for information your site provides, you’ll see the pattern. Find it for your pages and structure your content accordingly.
  33. 33. Takeaway 3 Create large or exhaustive lists that Google can’t fit completely in an answer box.
  34. 34. Takeaway 4 Provide teaser text right after your direct answer that hints there is more the reader would want to know. Chances are that text will get included in the direct answer, thereby enticing a click through.
  35. 35. Warning! Answer boxes throw off rank checking software!
  36. 36. Let’s Connect! • www.stonetemple.com • +MarkTraphagen • @MarkTraphagen Get this deck: stonet.co/googleanswersral eigh THANKS!

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