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SERP Features Glossary:
Redefining the SEO landscape
Paige Hobart // SEO Team Director // ROAST
bit.ly/serp-slides
@PaigeHobart
So what ARE SERP Features??
@PaigeHobart
@PaigeHobart
So how many SERP features are there?
16
16
24
1717
39
@PaigeHobart
No Seriously – 39 different types!
And some have sub-variations!
1. Accelerated Mobile Pages (AMP)
2. Answer Box Results (ABRs)
3. App download
4. Breadcrumbs
5. Discover More Places
6. Events
7. Explore Panels
8. FAQ’s
9. Featured Snippets
10. Google Flights (Paid)
11. Google Hotels (Paid)
1. Map pack
2. Hotels Price Bar Graph
12. How To (1-2)
a) How To Drop-downs
b) How To Carousel
13. Images (Rich Snippet)
a) Organic, Image
b) Carousel, Organic, Image
14. Images (block)
15. Jobs Search
16. Knowledge Card (no site reference)
17. Knowledge Card (Advanced): Sports
18. Knowledge Graph Carousel (Places,
People Things)
19. Knowledge Panel
a) Inc. Google My Business
b) Exc. Google My Business
c) Inc. Unique data (cinema times)
20. New Packs & News Carousels
21. People Also Ask (PAAs)
22. People Also Search For
a) PAA Style
b) Individual Listing
23. Places & Map Packs
24. Podcasts
25. PPC ads (Paid)
26. Ratings & Reviews
27. Recipes
a) Recipe Carousel
b) Recipe Cards
28. Refine by
29. Related Searches
a) Related Searches & Featured
Snippet Combo
30. Research Carousel
31. Scholarly Articles
32. Search Box
33. See Results About (Knowledge Panel
Links)
34. Shopping (Paid)
35. Sign in (Voice Assistant)
36. Sitelinks & Jump to’s
37. Translate
38. Twitter Box
39. Videos
a) Video Answers
b) Video Carousels
bit.ly/serp-feat
You can divide them into ‘Rich Snippets’
1. Accelerated Mobile Pages (AMP)
2. Breadcrumbs
3. FAQ’s
4. How To (1-2)
a) How To Drop-downs
b) How To Carousel
5. Images (Rich Snippet)
a) Organic, Image
b) Carousel, Organic, Image
6. Podcasts
7. Ratings & Reviews
8. Search Box
9. Sitelinks & Jump to’s
10. Translate
Elements that can enrich the
snippet already in the SERPs
bit.ly/serp-feat
Or ‘Universal Results’
1. Answer Box Results (ABRs)
2. App download
3. Discover More Places
4. Events
5. Explore Panels
6. Featured Snippets
7. Google Flights (Paid)
8. Google Hotels (Paid)
1. Map pack
2. Hotels Price Bar Graph
9. Images block
10. Jobs Search
11. Knowledge Card (basic)
12. Knowledge Card (Advanced):
Sports
13. Knowledge Graph Carousel
14. Knowledge Panel
a) Inc. Google My Business
b) Exc. Google My Business
c) Inc. Unique data (cinema
times)
15. New Packs & News Carousels
16. People Also Ask (PAAs)
17. People Also Search For
a) PAA Style
b) Individual Listing
18. Places & Map Packs
19. PPC ads (Paid)
20. Recipes
a) Recipe Carousel
b) Recipe Cards
21. Refine by
22. Related Searches
a) Related Searches &
Featured Snippet Combo
23. Research Carousel
24. Scholarly Articles
25. See Results About (Knowledge
Panel Links)
26. Shopping (Paid)
27. Sign in (Voice Assistant)
28. Twitter Box
29. Videos
a) Video Answers
b) Video Carousels
bit.ly/serp-feat
We call them ‘Blocks’ for short
bit.ly/serp-feat
Naming these things wasn’t easy
bit.ly/serp-feat
The ‘Answer Box’ debate FYI
Answer Box Results (ABRs)
Are the umbrella term given to results like:
‘Featured Snippets‘ & ‘Knowledge Cards‘
@PaigeHobart
bit.ly/serp-feat
So why should you care about SERP Features?
@izzionfire
https://twitter.com/izzionfire/status/1171741599652556800
So why should you care about SERP Features?
Over 50% of all Google
searches
result in no-click to a
website.
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
Know-click needed!
Because of universal results like Knowledge Cards, you can find out instantly all the things
you need to know about Ryan Reynolds… as well as other things…
bit.ly/serp-feat
Advanced Knowledge Cards
Like Sports! And weather… and how to correctly pronounce Aluminium
@PaigeHobart
bit.ly/serp-feat
This one links through to a whole portal of information, with related matches, news, players
and more! So I wonder how much traffic the ACTUAL premier league site gets now??
And so it’s fair to say this wasn’t exactly 0-click either…
It’s just that Google got them all
Advanced Knowledge Cards
@PaigeHobart
bit.ly/serp-feat
Advanced Knowledge Cards
@PaigeHobart
bit.ly/serp-feat
Not 0-Click But Still No Clicks For Us
Not 0-Click But Still No Clicks For Us
Google Hotels, Flights, and Jobs have all been around long enough,
and all click through to Google-owned microsites or platforms.
Not 0-Click But Still No Clicks For Us
But you CAN still be visible here!
Not 0-Click But Still No Clicks For Us
But you CAN still be visible here!
Doing it to ourselves
@PaigeHobart
Doing it to ourselves
We see a new SERP Feature and we just can’t help ourselves from jumping on the
bandwagon – coz hey! Featured Snippets turned out alright didn’t they?
@PaigeHobart
bit.ly/serp-feat
Always be assessing the risk v reward
@PaigeHobart
• Informational
The query is looking for information.
Example: “Weather in Spain”, “How to make poached eggs”.
• Transactional
The query is looking to complete a transaction or conversion.
This could be a download or buying a product or service.
Example: “Cheap Xbox”, “Young Drivers Insurance”
• Navigational
The query is looking to locate a specific page.
This is typically where branded keywords are most often used.
Example: “Google Sheets”, “Facebook Login”
Keyword Intent more important than ever
ConversionRate
Most research can be divided
into the following three
intent categories:
@PaigeHobart
FAQs & Query Intent
Transactional Page
@PaigeHobart
Research Page
KNOWING YOUR SEARCH LANDSCAPE
Organic Listings
(10 per page),
50%
PPC Ads,
23%
SERP Features,
27%
So how affected are we right now?
SERP features appear
on average across
27% of Page 1
@PaigeHobart
bit.ly/search-landscape
Organic Listings
(10 per page),
50%
PPC Ads,
23%
Universal
Search Blocks,
11%
Rich
Snippets,
16%
So how affected are we right now?
But we can break this
down into
Rich Snippets &
Universal Results
(Blocks)
@PaigeHobart
bit.ly/search-landscape
Organic Listings
(10 per page),
50%
PPC Ads,
23%
Universal
Search Blocks,
11%
Rich
Snippets,
16%
So how affected are we right now?
And of course
Rich Snippets take up
significantly less space
in the SERPs than
UR Blocks
@PaigeHobart
bit.ly/search-landscape
So how affected are we right now?
But this chart is based on
a COUNT of them.
@PaigeHobart
Organic Listings
(10 per page),
50%
PPC Ads,
23%
Universal
Search Blocks,
11%
Rich
Snippets,
16%
bit.ly/search-landscape
@PaigeHobart
In this example the
count of SERP features is just 3,
but the count of PPC & Organic is
at least 5…
bit.ly/search-landscape
@PaigeHobart
PPC
Featured Snippet
People Also Ask
Organic 1
Organic 2-5
But you can see that is
not representative of how much
space these blocks are taking up
in the SERP
Rich Snippet – Site Link
bit.ly/search-landscape
We’re working with Myposeo to
attribute pixel size & position to
every SERP Feature in the SERPs.
@PaigeHobart
PPC
Featured Snippet
People Also Ask
Organic 2-5
Organic 1
Rich Snippet – Site Link
bit.ly/search-landscape
@PaigeHobart
But it’s Really Hard!
bit.ly/search-landscape
100 pxl
100 pxl
@PaigeHobart
PPC
Featured Snippet
People Also Ask
Organic 2-5
300 pxl
350 pxl
250 pxl
400 pxl
(100 per listing)
Organic 1
Organic 1 RS – Site Link
bit.ly/search-landscape
PPC, 20%
Featured Snippet, 23%
People Also Ask,
17%
Rich Snippet -
Site Link,7%
Organic 2-5, 27%
Organic 1,
7%
That means…
The top of Page 1 is actually
47% SERP Features
@PaigeHobart
bit.ly/search-landscape
But that’s just one SERP
@PaigeHobart
bit.ly/search-landscape
We took 10,529 keywords
& duplicated them across mobile & desktop
@PaigeHobart
bit.ly/search-landscape
What we know now
@PaigeHobart
bit.ly/search-landscape
Of the 21,058 SERPs we assessed;
Only 3,944 didn’t have a PAA (19%).
@PaigeHobart
bit.ly/search-landscape
@PaigeHobart
Not all SERPs are created equal
Looking across
23 different industries,
across mobile & desktop
in the UK SERPs
1. Alcohol
2. Automotive
3. Business
4. Charity
5. Education
6. Entertainment
7. Fashion
8. Finance
9. FMCG
10. Gambling
11. Health
12. Homeware
13. Hotels
14. Insurance
15. Music
16. News
17. Property
18. Restaurants
19. Sports
20. Technology
21. Transport
22. Travel
23. Utilities
bit.ly/search-landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
property
homeware
fashion
gambling
music
health
sports
transport
charity
business
technology
education
travel
finance
utilities
news
hotels
automotive
fmcg
insurance
entertainment
restaurants
alcohol Number of SF's
Number of SEO Listings
Number of PPC ads
SERPs vary
@PaigeHobart
bit.ly/search-landscape
bit.ly/search-landscape
SERPs vary A LOT
@PaigeHobart
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
transport
health
gambling
news
automotive
education
charity
business
entertainment
finance
technology
utilities
travel
insurance
fmcg
alcohol
sports
fashion
music
homeware
hotels
restaurants
property
SF - PAA
RS - Sitelinks
SF - Related Searches
RS - Star Ratings
SF - Featured Snippets
RS - AMP
RS - Image
SF - Maps
SF - Images
SF - Knowledge Panel
SF - Videos
RS - FAQ
SF - News
SF - Hotels
SF - Discover more places
SF - Refine by
SF - See Results About
SF - Recipes
SF - Twitter
SF - App download
SF - Knowledge Card (AB)
SF - PASF
SF - Podcasts
SF - Flights
RS - Translate
0% 10% 20% 30% 40% 50% 60% 70%
transport
health
gambling
news
automotive
education
charity
business
entertainment
finance
technology
utilities
travel
insurance
fmcg
alcohol
sports
fashion
music
homeware
hotels
restaurants
property
SF - PAA
SF - Related Searches
SF - Featured Snippets
SF - Maps
SF - Images
SF - Knowledge Panel
SF - Videos
SF - News
SF - Hotels
SF - Discover more places
SF - Refine by
SF - See Results About
SF - Recipes
SF - Twitter
SF - App download
SF - Knowledge Card (AB)
SF - PASF
SF - Podcasts
SF - Flights
Looking at JUST: UR Blocks
@PaigeHobart
0% 10% 20% 30% 40% 50% 60%
alcohol
automotive
business
charity
education
entertainment
fashion
finance
fmcg
gambling
health
homeware
hotels
insurance
music
news
property
restaurants
sports
technology
transport
travel
utilities RS - Sitelinks
RS - Star Ratings
RS - AMP
RS - Image
RS - FAQ
RS - Translate
Looking at JUST: Rich Snippets
@PaigeHobart
Which Verticals are most affected?
@PaigeHobart
SF - PAA
SF - PAA
SF - PAA
SF - PAA
SF - PAA
RS - Sitelinks
RS - Sitelinks
RS - Sitelinks
RS - Sitelinks
RS - Sitelinks
SF - Related Searches
SF - Related Searches
SF - Related Searches
RS - Star Ratings
RS - Star Ratings
RS - Star Ratings SF - Featured Snippets
SF - Featured Snippets
RS - AMP
RS - AMP
RS - Image
RS - Image
SF - Maps
SF - Knowledge Panel
RS - FAQ
RS - FAQ
SF - Hotels
SF - Discover
more places
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
property
restaurants
hotels
insurance
health
SF - PAA
RS - Sitelinks
SF - Related Searches
RS - Star Ratings
SF - Featured Snippets
RS - AMP
RS - Image
SF - Maps
SF - Images
SF - Knowledge Panel
SF - Videos
RS - FAQ
SF - News
SF - Hotels
SF - Discover more places
SF - Refine by
SF - See Results About
SF - Recipes
SF - Twitter
SF - PASF
bit.ly/search-landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alcohol
health
homeware
hotels
insurance
property
restaurants
transport
automotive
business
charity
education
entertainment
fashion
finance
fmcg
gambling
music
news
sports
technology
travel
utilities
RS - Sitelinks
RS - Star Ratings
RS - AMP
RS - FAQ
SF - PAA
SF - Featured Snippets
RS - Image
SF - Maps
SF - Images
SF - Videos
SF - News
SF - Discover more places
SF - Recipes
SF - Twitter
SF - App download
SF - Podcasts
RS - Translate
SF - Related Searches
SF - Knowledge Panel
SF - Hotels
SF - Refine by
SF - See Results About
SF - Knowledge Card (AB)
SF - PASF
SF - Flights
So why should you care?
@PaigeHobart bit.ly/search-landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alcohol
health
homeware
hotels
insurance
property
restaurants
transport
automotive
business
charity
education
entertainment
fashion
finance
fmcg
gambling
music
news
sports
technology
travel
utilities
RS - Sitelinks
RS - Star Ratings
RS - AMP
RS - FAQ
Green – Rich Snippets in your control
@PaigeHobart bit.ly/search-landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alcohol
health
homeware
hotels
insurance
property
restaurants
transport
automotive
business
charity
education
entertainment
fashion
finance
fmcg
gambling
music
news
sports
technology
travel
utilities
SF - PAA
SF - Featured Snippets
RS - Image
SF - Maps
SF - Images
SF - Videos
SF - News
SF - Discover more places
SF - Recipes
SF - Twitter
SF - App download
SF - Podcasts
RS - Translate
Orange - Fight For It, Win It
@PaigeHobart bit.ly/search-landscape
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alcohol
health
homeware
hotels
insurance
property
restaurants
transport
automotive
business
charity
education
entertainment
fashion
finance
fmcg
gambling
music
news
sports
technology
travel
utilities
SF - Related Searches
SF - Knowledge Panel
SF - Hotels
SF - Refine by
SF - See Results About
SF - Knowledge Card (AB)
SF - PASF
SF - Flights
Red – Pay for it or walk away
@PaigeHobart bit.ly/search-landscape
Tips on winning the winnable
@PaigeHobart
• Google Jobs
• FAQs
• Featured Snippets
• People Also Ask
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
alcohol
health
homeware
hotels
insurance
property
restaurants
transport
automotive
business
charity
education
entertainm…
fashion
finance
fmcg
gambling
music
news
sports
technology
travel
utilities
bit.ly/search-landscape
Jobs
@PaigeHobart
The Recruitment vertical isn’t one we’ve built out yet,
but we can all imagine what that looks like:
bit.ly/search-landscape
Jobs
@PaigeHobart
The Jobs Search Feature, like
Google Flights, Hotels, &
advanced knowledge cards -
clicks through to the portal.
bit.ly/search-landscape
Jobs
@PaigeHobart
To be visible within this
feature you should ideally
be using schema mark-up:
bit.ly/search-landscape
FAQs
@PaigeHobart
Similarly, FAQs requires
schema mark-up to work.
Test your code here:
https://search.google.com/structured-data/testing-tool/
bit.ly/search-landscape
FAQs
@PaigeHobart
You can wrap already existing
Question & Answer schema
(not QAPage) in FAQPage
if you already have
this in place.
bit.ly/search-landscape
FAQs
@PaigeHobart
BUT Remember to check
which terms drive traffic
to that page!!!
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
Generally you can treat
PAA optimisation the exact
same as Featured Snippets.
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
Shay Harel at Rank Ranger
posted a really useful article on
tracking & optimising PAAs
https://www.rankranger.com/blog/serp-feature-strategy
Featured Snippets & PAAs
@PaigeHobart
They’re often much less
competitive themselves, whilst
appearing on major terms like
‘car insurance’
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
You don’t technically NEED
Question & Answer Schema to
appear – but it seems to help
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
Ignore warnings; they’re more
like ‘suggestions’.
Do worry about errors.
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
Look to your competitors to see
what format Google likes for each of
your keywords.
bit.ly/search-landscape
Featured Snippets & PAAs
@PaigeHobart
Try to be the better, fresher, sexier answer.
bit.ly/search-landscape
LOOKING FORWARD
Mini Apps – in-SERP Branded Apps
https://www.youtube.com/watch?v=0Hyt7gjHYO4
@PaigeHobart
Do I need this?
Does this help my existing customers?
Does this help me gain new customers?
@PaigeHobart
New SERP Feature?
KEY TAKEAWAYS
@PaigeHobart
Key takeaways
The search landscape is changing constantly
Make sure you’re not wasting effort on 0-click searches
Know your vertical & its specific needs and threats
Test the effects of winning that shiny new SERP feature
(0)20 8102 8500
roast@tipigroup.com
weareroast.com
Thank You
Paige Hobart
SEO Team Director
Glossary: bit.ly/serp-feat
SERPs Whitepaper: bit.ly/search-landscape
Slides: bit.ly/serp-slides
SEO@tipigroup.com

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SERP Features Glossary: Redefining the SEO landscape - BrightonSEO September 2019

  • 1. SERP Features Glossary: Redefining the SEO landscape Paige Hobart // SEO Team Director // ROAST bit.ly/serp-slides @PaigeHobart
  • 2. So what ARE SERP Features?? @PaigeHobart
  • 3. @PaigeHobart So how many SERP features are there? 16 16 24 1717 39
  • 4. @PaigeHobart No Seriously – 39 different types!
  • 5. And some have sub-variations! 1. Accelerated Mobile Pages (AMP) 2. Answer Box Results (ABRs) 3. App download 4. Breadcrumbs 5. Discover More Places 6. Events 7. Explore Panels 8. FAQ’s 9. Featured Snippets 10. Google Flights (Paid) 11. Google Hotels (Paid) 1. Map pack 2. Hotels Price Bar Graph 12. How To (1-2) a) How To Drop-downs b) How To Carousel 13. Images (Rich Snippet) a) Organic, Image b) Carousel, Organic, Image 14. Images (block) 15. Jobs Search 16. Knowledge Card (no site reference) 17. Knowledge Card (Advanced): Sports 18. Knowledge Graph Carousel (Places, People Things) 19. Knowledge Panel a) Inc. Google My Business b) Exc. Google My Business c) Inc. Unique data (cinema times) 20. New Packs & News Carousels 21. People Also Ask (PAAs) 22. People Also Search For a) PAA Style b) Individual Listing 23. Places & Map Packs 24. Podcasts 25. PPC ads (Paid) 26. Ratings & Reviews 27. Recipes a) Recipe Carousel b) Recipe Cards 28. Refine by 29. Related Searches a) Related Searches & Featured Snippet Combo 30. Research Carousel 31. Scholarly Articles 32. Search Box 33. See Results About (Knowledge Panel Links) 34. Shopping (Paid) 35. Sign in (Voice Assistant) 36. Sitelinks & Jump to’s 37. Translate 38. Twitter Box 39. Videos a) Video Answers b) Video Carousels bit.ly/serp-feat
  • 6. You can divide them into ‘Rich Snippets’ 1. Accelerated Mobile Pages (AMP) 2. Breadcrumbs 3. FAQ’s 4. How To (1-2) a) How To Drop-downs b) How To Carousel 5. Images (Rich Snippet) a) Organic, Image b) Carousel, Organic, Image 6. Podcasts 7. Ratings & Reviews 8. Search Box 9. Sitelinks & Jump to’s 10. Translate Elements that can enrich the snippet already in the SERPs bit.ly/serp-feat
  • 7. Or ‘Universal Results’ 1. Answer Box Results (ABRs) 2. App download 3. Discover More Places 4. Events 5. Explore Panels 6. Featured Snippets 7. Google Flights (Paid) 8. Google Hotels (Paid) 1. Map pack 2. Hotels Price Bar Graph 9. Images block 10. Jobs Search 11. Knowledge Card (basic) 12. Knowledge Card (Advanced): Sports 13. Knowledge Graph Carousel 14. Knowledge Panel a) Inc. Google My Business b) Exc. Google My Business c) Inc. Unique data (cinema times) 15. New Packs & News Carousels 16. People Also Ask (PAAs) 17. People Also Search For a) PAA Style b) Individual Listing 18. Places & Map Packs 19. PPC ads (Paid) 20. Recipes a) Recipe Carousel b) Recipe Cards 21. Refine by 22. Related Searches a) Related Searches & Featured Snippet Combo 23. Research Carousel 24. Scholarly Articles 25. See Results About (Knowledge Panel Links) 26. Shopping (Paid) 27. Sign in (Voice Assistant) 28. Twitter Box 29. Videos a) Video Answers b) Video Carousels bit.ly/serp-feat
  • 8. We call them ‘Blocks’ for short bit.ly/serp-feat
  • 9. Naming these things wasn’t easy bit.ly/serp-feat
  • 10. The ‘Answer Box’ debate FYI Answer Box Results (ABRs) Are the umbrella term given to results like: ‘Featured Snippets‘ & ‘Knowledge Cards‘ @PaigeHobart bit.ly/serp-feat
  • 11. So why should you care about SERP Features? @izzionfire https://twitter.com/izzionfire/status/1171741599652556800
  • 12. So why should you care about SERP Features? Over 50% of all Google searches result in no-click to a website. https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
  • 13. Know-click needed! Because of universal results like Knowledge Cards, you can find out instantly all the things you need to know about Ryan Reynolds… as well as other things… bit.ly/serp-feat
  • 14. Advanced Knowledge Cards Like Sports! And weather… and how to correctly pronounce Aluminium @PaigeHobart bit.ly/serp-feat
  • 15. This one links through to a whole portal of information, with related matches, news, players and more! So I wonder how much traffic the ACTUAL premier league site gets now?? And so it’s fair to say this wasn’t exactly 0-click either… It’s just that Google got them all Advanced Knowledge Cards @PaigeHobart bit.ly/serp-feat
  • 17. Not 0-Click But Still No Clicks For Us
  • 18. Not 0-Click But Still No Clicks For Us Google Hotels, Flights, and Jobs have all been around long enough, and all click through to Google-owned microsites or platforms.
  • 19. Not 0-Click But Still No Clicks For Us But you CAN still be visible here!
  • 20. Not 0-Click But Still No Clicks For Us But you CAN still be visible here!
  • 21. Doing it to ourselves @PaigeHobart
  • 22. Doing it to ourselves We see a new SERP Feature and we just can’t help ourselves from jumping on the bandwagon – coz hey! Featured Snippets turned out alright didn’t they? @PaigeHobart bit.ly/serp-feat
  • 23. Always be assessing the risk v reward @PaigeHobart
  • 24. • Informational The query is looking for information. Example: “Weather in Spain”, “How to make poached eggs”. • Transactional The query is looking to complete a transaction or conversion. This could be a download or buying a product or service. Example: “Cheap Xbox”, “Young Drivers Insurance” • Navigational The query is looking to locate a specific page. This is typically where branded keywords are most often used. Example: “Google Sheets”, “Facebook Login” Keyword Intent more important than ever ConversionRate Most research can be divided into the following three intent categories: @PaigeHobart
  • 25. FAQs & Query Intent Transactional Page @PaigeHobart Research Page
  • 26. KNOWING YOUR SEARCH LANDSCAPE
  • 27. Organic Listings (10 per page), 50% PPC Ads, 23% SERP Features, 27% So how affected are we right now? SERP features appear on average across 27% of Page 1 @PaigeHobart bit.ly/search-landscape
  • 28. Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% So how affected are we right now? But we can break this down into Rich Snippets & Universal Results (Blocks) @PaigeHobart bit.ly/search-landscape
  • 29. Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% So how affected are we right now? And of course Rich Snippets take up significantly less space in the SERPs than UR Blocks @PaigeHobart bit.ly/search-landscape
  • 30. So how affected are we right now? But this chart is based on a COUNT of them. @PaigeHobart Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% bit.ly/search-landscape
  • 31. @PaigeHobart In this example the count of SERP features is just 3, but the count of PPC & Organic is at least 5… bit.ly/search-landscape
  • 32. @PaigeHobart PPC Featured Snippet People Also Ask Organic 1 Organic 2-5 But you can see that is not representative of how much space these blocks are taking up in the SERP Rich Snippet – Site Link bit.ly/search-landscape
  • 33. We’re working with Myposeo to attribute pixel size & position to every SERP Feature in the SERPs. @PaigeHobart PPC Featured Snippet People Also Ask Organic 2-5 Organic 1 Rich Snippet – Site Link bit.ly/search-landscape
  • 34. @PaigeHobart But it’s Really Hard! bit.ly/search-landscape
  • 35. 100 pxl 100 pxl @PaigeHobart PPC Featured Snippet People Also Ask Organic 2-5 300 pxl 350 pxl 250 pxl 400 pxl (100 per listing) Organic 1 Organic 1 RS – Site Link bit.ly/search-landscape
  • 36. PPC, 20% Featured Snippet, 23% People Also Ask, 17% Rich Snippet - Site Link,7% Organic 2-5, 27% Organic 1, 7% That means… The top of Page 1 is actually 47% SERP Features @PaigeHobart bit.ly/search-landscape
  • 37. But that’s just one SERP @PaigeHobart bit.ly/search-landscape
  • 38. We took 10,529 keywords & duplicated them across mobile & desktop @PaigeHobart bit.ly/search-landscape
  • 39. What we know now @PaigeHobart bit.ly/search-landscape
  • 40. Of the 21,058 SERPs we assessed; Only 3,944 didn’t have a PAA (19%). @PaigeHobart bit.ly/search-landscape
  • 41. @PaigeHobart Not all SERPs are created equal Looking across 23 different industries, across mobile & desktop in the UK SERPs 1. Alcohol 2. Automotive 3. Business 4. Charity 5. Education 6. Entertainment 7. Fashion 8. Finance 9. FMCG 10. Gambling 11. Health 12. Homeware 13. Hotels 14. Insurance 15. Music 16. News 17. Property 18. Restaurants 19. Sports 20. Technology 21. Transport 22. Travel 23. Utilities bit.ly/search-landscape
  • 42. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% property homeware fashion gambling music health sports transport charity business technology education travel finance utilities news hotels automotive fmcg insurance entertainment restaurants alcohol Number of SF's Number of SEO Listings Number of PPC ads SERPs vary @PaigeHobart bit.ly/search-landscape
  • 43. bit.ly/search-landscape SERPs vary A LOT @PaigeHobart 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% transport health gambling news automotive education charity business entertainment finance technology utilities travel insurance fmcg alcohol sports fashion music homeware hotels restaurants property SF - PAA RS - Sitelinks SF - Related Searches RS - Star Ratings SF - Featured Snippets RS - AMP RS - Image SF - Maps SF - Images SF - Knowledge Panel SF - Videos RS - FAQ SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - App download SF - Knowledge Card (AB) SF - PASF SF - Podcasts SF - Flights RS - Translate
  • 44. 0% 10% 20% 30% 40% 50% 60% 70% transport health gambling news automotive education charity business entertainment finance technology utilities travel insurance fmcg alcohol sports fashion music homeware hotels restaurants property SF - PAA SF - Related Searches SF - Featured Snippets SF - Maps SF - Images SF - Knowledge Panel SF - Videos SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - App download SF - Knowledge Card (AB) SF - PASF SF - Podcasts SF - Flights Looking at JUST: UR Blocks @PaigeHobart
  • 45. 0% 10% 20% 30% 40% 50% 60% alcohol automotive business charity education entertainment fashion finance fmcg gambling health homeware hotels insurance music news property restaurants sports technology transport travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - Image RS - FAQ RS - Translate Looking at JUST: Rich Snippets @PaigeHobart
  • 46. Which Verticals are most affected? @PaigeHobart SF - PAA SF - PAA SF - PAA SF - PAA SF - PAA RS - Sitelinks RS - Sitelinks RS - Sitelinks RS - Sitelinks RS - Sitelinks SF - Related Searches SF - Related Searches SF - Related Searches RS - Star Ratings RS - Star Ratings RS - Star Ratings SF - Featured Snippets SF - Featured Snippets RS - AMP RS - AMP RS - Image RS - Image SF - Maps SF - Knowledge Panel RS - FAQ RS - FAQ SF - Hotels SF - Discover more places 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% property restaurants hotels insurance health SF - PAA RS - Sitelinks SF - Related Searches RS - Star Ratings SF - Featured Snippets RS - AMP RS - Image SF - Maps SF - Images SF - Knowledge Panel SF - Videos RS - FAQ SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - PASF bit.ly/search-landscape
  • 47. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - FAQ SF - PAA SF - Featured Snippets RS - Image SF - Maps SF - Images SF - Videos SF - News SF - Discover more places SF - Recipes SF - Twitter SF - App download SF - Podcasts RS - Translate SF - Related Searches SF - Knowledge Panel SF - Hotels SF - Refine by SF - See Results About SF - Knowledge Card (AB) SF - PASF SF - Flights So why should you care? @PaigeHobart bit.ly/search-landscape
  • 48. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - FAQ Green – Rich Snippets in your control @PaigeHobart bit.ly/search-landscape
  • 49. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities SF - PAA SF - Featured Snippets RS - Image SF - Maps SF - Images SF - Videos SF - News SF - Discover more places SF - Recipes SF - Twitter SF - App download SF - Podcasts RS - Translate Orange - Fight For It, Win It @PaigeHobart bit.ly/search-landscape
  • 50. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities SF - Related Searches SF - Knowledge Panel SF - Hotels SF - Refine by SF - See Results About SF - Knowledge Card (AB) SF - PASF SF - Flights Red – Pay for it or walk away @PaigeHobart bit.ly/search-landscape
  • 51. Tips on winning the winnable @PaigeHobart • Google Jobs • FAQs • Featured Snippets • People Also Ask 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainm… fashion finance fmcg gambling music news sports technology travel utilities bit.ly/search-landscape
  • 52. Jobs @PaigeHobart The Recruitment vertical isn’t one we’ve built out yet, but we can all imagine what that looks like: bit.ly/search-landscape
  • 53. Jobs @PaigeHobart The Jobs Search Feature, like Google Flights, Hotels, & advanced knowledge cards - clicks through to the portal. bit.ly/search-landscape
  • 54. Jobs @PaigeHobart To be visible within this feature you should ideally be using schema mark-up: bit.ly/search-landscape
  • 55. FAQs @PaigeHobart Similarly, FAQs requires schema mark-up to work. Test your code here: https://search.google.com/structured-data/testing-tool/ bit.ly/search-landscape
  • 56. FAQs @PaigeHobart You can wrap already existing Question & Answer schema (not QAPage) in FAQPage if you already have this in place. bit.ly/search-landscape
  • 57. FAQs @PaigeHobart BUT Remember to check which terms drive traffic to that page!!! bit.ly/search-landscape
  • 58. Featured Snippets & PAAs @PaigeHobart Generally you can treat PAA optimisation the exact same as Featured Snippets. bit.ly/search-landscape
  • 59. Featured Snippets & PAAs @PaigeHobart Shay Harel at Rank Ranger posted a really useful article on tracking & optimising PAAs https://www.rankranger.com/blog/serp-feature-strategy
  • 60. Featured Snippets & PAAs @PaigeHobart They’re often much less competitive themselves, whilst appearing on major terms like ‘car insurance’ bit.ly/search-landscape
  • 61. Featured Snippets & PAAs @PaigeHobart You don’t technically NEED Question & Answer Schema to appear – but it seems to help bit.ly/search-landscape
  • 62. Featured Snippets & PAAs @PaigeHobart Ignore warnings; they’re more like ‘suggestions’. Do worry about errors. bit.ly/search-landscape
  • 63. Featured Snippets & PAAs @PaigeHobart Look to your competitors to see what format Google likes for each of your keywords. bit.ly/search-landscape
  • 64. Featured Snippets & PAAs @PaigeHobart Try to be the better, fresher, sexier answer. bit.ly/search-landscape
  • 66. Mini Apps – in-SERP Branded Apps https://www.youtube.com/watch?v=0Hyt7gjHYO4 @PaigeHobart
  • 67. Do I need this? Does this help my existing customers? Does this help me gain new customers? @PaigeHobart New SERP Feature?
  • 69. @PaigeHobart Key takeaways The search landscape is changing constantly Make sure you’re not wasting effort on 0-click searches Know your vertical & its specific needs and threats Test the effects of winning that shiny new SERP feature
  • 70. (0)20 8102 8500 roast@tipigroup.com weareroast.com Thank You Paige Hobart SEO Team Director Glossary: bit.ly/serp-feat SERPs Whitepaper: bit.ly/search-landscape Slides: bit.ly/serp-slides SEO@tipigroup.com

Editor's Notes

  1. So what are SERP features? This very helpful example of a featured snippet is both itself a type of SERP feature and also has a nice description of SERP features, in that they are any features of a SERP that aren't your usual blue-link organic listing.
  2. There are a lot of resources out there that talk about listing ‘all’ the SERP features
  3. Important for tools tracking variations of the same feature
  4. Especially when even the industry leaders cant all agree!
  5. RAND FISHKIN Many of my colleagues today will have talked about 0-click searches, and how they are on the rise – growing everyday.
  6. RAND FISHKIN Many of my colleagues today will have talked about 0-click searches, and how they are on the rise – growing everyday.
  7. And this is because of things like Knowledge Cards, you can use Google’s knowledge graph to find out instantly all the things you need to know about Ryan Reynolds… and other things…
  8. This premier league knowledge card links through to a whole microsite of information, with related matches, news, players and more! So I wonder how much traffic the ACTUAL premier league site gets now?? And so it’s fair to say that wasn’t exactly 0-click either… It’s just that Google got all them clicks
  9. Using the techniques Rory just spoke to you about, you can assess all of the kwds that your page ranks for and give it a % Intent type.
  10. With FAQs we found that mainly Transactional pages were the only ones to benefit from FAQs schema, and high % Research page took a considerable & understandable hit to traffic.
  11. Not only do we have to identify the buggers, but their pixel widths change drastically from query to query and from desktop to mobile.
  12. Important to note here that Rich Snippets got a count of 1 per SERP, per keyword, otherwise the numbers would be massively inflated. So with 10 chances per SERP, it’s no surprise to see lots of rich snippet features appearing more often. What’s really interesting, is just how prevalent PAA’s are across the SERPs.
  13. These five verticals were the most interesting to take a closer look at; Health Lots of opportunities for Featured Snippet, and PAA optimisation (45% of SERPs in this vertical - combined) Quite keen on Image Rich Snippets (9%) Related searches are common – a good resource for keyword research (8%) Insurance Insurance & hotels have both seen a large proportion of FAQs snippets (9%) Star ratings are very common in this sector (16%): if you’re an insurer without them – what are you doing? Featured snippets are prominent (11%) and mean there could be a good acquisition strategy here Hotels On the other hand Hotels really don’t see many featured snippets (1%) but are seeing a good chunk of FAQs rich snippets (14%) But star ratings and sitelinks are very common (15%) The Hotels SERP feature dominates here unsurprisingly (22%) – a paid feature that takes up a huge amount of space in the SERP Restaurants Restaurants is similarly dominated by maps & ‘discover more places’ (37% combined) – if you’re not looking at Local SEO optimisation you’re really missing out Star ratings are again, a huge proportion of the features of these SERPs (25%) AMP also something to consider, especially for things like menus and quick-booking (10%) Property Lastly, property is dominated by related searches (24%) – Google trying to move you closer to a specific request or webpage Most interestingly is the large proportion of Knowledge Panel SERP features (16%) – these and knowledge cards are a big red flag for 0-click searches and should most likely be removed from any targeting list.
  14. So this is probably more useful.. THIS shows how many of these SERP features you actually have a chance of optimising for.
  15. The green.. The rich snippets like star ratings, FAQs & AMP are generally in your control – you can choose whether or not your listing is displayed with the feature, and to an extent – what’s in it.
  16. Orange… PAA’s, Features Snippets., Map packs, - you can optimise to be here, you can fight to be seen
  17. Red… Knowledge Cards, Knowledge Panels, - Google’s own results; a very good indicator as to whether a keyword is going to be 0-click, even if the search volume is huge. And then there’s hotels & flights – PAID features that SEO’s need to be aware of when to hand over to the PPC team.
  18. Also indexing API if you have many job posts
  19. So this is something that was demo’d at Google IO this year, which is great – you will be able to offer even more functionality in SERP!! Great… right? Maybe. How will you be able to track what people are looking at? Is the UX better than just getting into your site? It’s branded so presumable no-threat from competitors here... you would hope. Always ask yourself