Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019

Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019

  • Login to see the comments

Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019

  1. 1. #pubcon Optimising for the SERPs: Two years chasing featured snippets Presented by Patrick Langridge
  2. 2. #pubcon @patlangridge Patrick Langridge Head of SEO at Screaming Frog @patlangridge
  3. 3. #pubcon @patlangridge Optimising for the SERPs Organic CTR decreasing?
  4. 4. #pubcon @patlangridge
  5. 5. #pubcon @patlangridge https://weareroast.com/whitepapers/knowing-your-search-landscape/
  6. 6. #pubcon @patlangridge
  7. 7. #pubcon @patlangridge Case Study Which? Consumer Rights
  8. 8. #pubcon @patlangridge
  9. 9. #pubcon @patlangridge Avg CTR 2018 Avg CTR 2017 CTR Difference Lowest CTR 2018 Lowest CTR 2017 CTR Difference Average 1st position 42% 44% -2% 7% 16% -11% Average 2nd position 29% 32% -3% 8% 11% -3% Average 5th position 7% 9% -2% 2% 3% -1% CTR decrease
  10. 10. #pubcon @patlangridge Avg CTR 2018 Avg CTR 2017 CTR Difference Lowest CTR 2018 Lowest CTR 2017 CTR Difference Average 1st position 42% 44% -2% 7% 16% -11% Average 2nd position 29% 32% -3% 8% 11% -3% Average 5th position 7% 9% -2% 2% 3% -1% CTR decrease
  11. 11. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
  12. 12. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
  13. 13. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
  14. 14. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
  15. 15. #pubcon @patlangridge 1.Traffic was plateauing or even decreasing, without ranking position loss. 2.Anecdotally, we’d seen many featured snippets appearing for target keywords.
  16. 16. #pubcon @patlangridge Data
  17. 17. #pubcon @patlangridge
  18. 18. #pubcon @patlangridge
  19. 19. #pubcon @patlangridge
  20. 20. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
  21. 21. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
  22. 22. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
  23. 23. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
  24. 24. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
  25. 25. #pubcon @patlangridge
  26. 26. #pubcon @patlangridge Complain about a dentist page – 7 featured snippets (Aug ’17) 20 featured snippets (Jul ‘19)
  27. 27. #pubcon @patlangridge Optimisations Featured Snippets
  28. 28. #pubcon @patlangridge
  29. 29. #pubcon @patlangridge
  30. 30. #pubcon @patlangridge
  31. 31. #pubcon @patlangridge Old Page Title: I’m about to become a father, what are my rights?
  32. 32. #pubcon @patlangridge New Page Title: How long and how much paternity leave am I entitled to?
  33. 33. #pubcon @patlangridge Old page New page
  34. 34. #pubcon @patlangridge
  35. 35. #pubcon @patlangridge
  36. 36. #pubcon @patlangridge
  37. 37. #pubcon @patlangridge
  38. 38. #pubcon @patlangridge 2 months 3 months
  39. 39. #pubcon @patlangridge Results Featured Snippets
  40. 40. #pubcon @patlangridge Aug ‘17 – 458 featured snippets Sept ‘19 – 756 featured snippets 298 additional featured snippets (65% increase)
  41. 41. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
  42. 42. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
  43. 43. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
  44. 44. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
  45. 45. #pubcon @patlangridge Good CTR Bad CTR
  46. 46. #pubcon @patlangridge
  47. 47. #pubcon @patlangridge
  48. 48. #pubcon @patlangridge
  49. 49. #pubcon @patlangridge Process Identify opportunities Reverse engineer the snippets and ranking page Implement changes to optimise pages Measure and repeat!
  50. 50. #pubcon @patlangridge Scraping How to Scale
  51. 51. #pubcon @patlangridge
  52. 52. #pubcon @patlangridge
  53. 53. #pubcon @patlangridge Google of your choice! https://www.google.co.uk Search query parameter /search?q= Keywords with + symbols hmrc+complaints =CONCATENATE in Excel
  54. 54. #pubcon @patlangridge Google query string Find and replace spaces with + symbol =CONCATENATE(A2,B2) Google Doc template: https://bit.ly/2lAN5sE
  55. 55. #pubcon @patlangridge
  56. 56. #pubcon @patlangridge Configuration > Spider > Rendering > JavaScript Configuration > robots.txt > Settings > Ignore robots.txt Configuration > User-Agent > Present User Agents > Chrome Configuration > Speed > Max Threads = 1 > Max URI/s = 0.5
  57. 57. #pubcon @patlangridge Configuration > Custom > Extraction
  58. 58. #pubcon @patlangridge Configuration > Custom > Extraction Snippet page title: (//div[@class='ellip'])[1]/text() Snippet text paragraph: (//span[@class="e24Kjd"])[1] Snippet URL: (//div[@class="xpdopen"]//a/@href)[2]
  59. 59. #pubcon @patlangridge
  60. 60. #pubcon @patlangridge
  61. 61. #pubcon @patlangridge
  62. 62. #pubcon @patlangridge Scraping blog post: https://bit.ly/2kpK4ve Thanks for listening! @patlangridge patrick.langridge@screamingfrog.co.uk

×