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Practical Insights into Winning Featured Snippets - CAMPIXX 2018

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My talk held at SEO Campixx in Berlin on 02.03.2018 shows tips and advice on how to discover, win and track those lucrative Featured Snippets. It also gives success stories from my work on the Sixt rent a car domains and how we won so many beautiful snippets.

Published in: Marketing
  • Ah come on... even replying to other people does not work -.-
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  • @Luisa Ruppert Refresh presentation and click fast through slide 31 and continue from then on, SlideShare seems to invalidate images after some minutes.
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  • slides 31 onwards are just blank pages :(
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  • Anyway, Thank you Izzy for sharing your knowledge with us! :)
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  • Is it possible to view this slideshare somewhere else than here? It seems, that the images used into the presentation have a timestamp which makes them invalid after a few minutes, which makes it impossible to look through 83 slides and which is frustrating as hell.
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Practical Insights into Winning Featured Snippets - CAMPIXX 2018

  1. 1. PRACTICAL INSIGHTS INTO WINNING FEATURED SNIPPETS
  2. 2. Izzi Smith
  3. 3. SIXT IS ON FIRE
  4. 4. Agenda
  5. 5. Featured Snippets, aka Position 0, aka One Box
  6. 6. No longer a collection of blue links Izzi Smith
  7. 7. Izzi Smith
  8. 8. Avoid Google Knowledge Cards Izzi Smith These appear for questions that require a factual, quick answer, and they retrieve entity data from Google’s partner sources – just like the Knowledge Graph does.
  9. 9. Avoid Google Knowledge Cards Izzi Smith No referral URL Knowledge Card answers aim to keep the user on the SERPs, and normally don’t provide an attributed URL below, so you should avoid these keywords!
  10. 10. Featured Snippets Izzi Smith
  11. 11. Featured Snippet Flavours • Paragraph – 60% Izzi Smith Source: STAT
  12. 12. Featured Snippet Flavours • List – 29% Izzi Smith Source: STAT
  13. 13. Featured Snippet Flavours • Table – 11% Izzi Smith Source: STAT
  14. 14. Why Target Featured Snippets?
  15. 15. Increase the quantity of your traffic Example: Featured Snippet for „automarken“ (EN: „car brands“) Izzi Smith
  16. 16. Increase the quantity of your traffic • Example URL: https://www.sixt.de/marken/ • #1 most visited landing page (after the homepage) Izzi Smith
  17. 17. Increase the quality of your traffic Izzi Smith Example: Featured Snippet for „mietwagen mit winterreifen“ (EN: „car rental with winter tyres)
  18. 18. Brand Awareness Izzi Smith
  19. 19. Voice Search Izzi Smith
  20. 20. They‘re cool af Izzi Smith
  21. 21. The Recipe to Winning Featured Snippets
  22. 22. Research your Potential What questions are you currently ranking for? • Google Analytics -> Search Console -> Queries • Regular expression of Question keywords Izzi Smith
  23. 23. Research your Potential What questions can you answer? AnswerThePublic.com Izzi Smith
  24. 24. Research your Potential What questions can you answer? Izzi Smith
  25. 25. Additional research tips • Look into your competitors, Wikihow and Wikipedia • Think Longtail! • It‘s easier to steal a featured snippet than to generate a new one Izzi Smith
  26. 26. Answer the question Izzi Smith
  27. 27. Perfect answer content should... 1. Be written for humans! 2. Be factual 3. Solve the user‘s problem 4. Bonus points: Engaging elements (calculators, tables, bite-size facts) Izzi Smith
  28. 28. Provide useful additional content • Prove that you are a trusted source of knowledge on the topic as a whole Izzi Smith
  29. 29. Question KW Answer Heading and Intro! Awesome diagram! Fantastic additional content! 31
  30. 30. Choose the most relevant Format Izzi Smith
  31. 31. Choose the most relevant Format Source: Moz Izzi Smith
  32. 32. Choose the most relevant Format Izzi Smith
  33. 33. Choose the most relevant Format Izzi Smith
  34. 34. Fetch as Google Izzi Smith
  35. 35. Site Search Izzi Smith
  36. 36. Schema can help! Answer Data Structured Layout Featured Snippet+ =Satisfies User Intent + Understood by Machines+ Schema Mark-up! Izzi Smith
  37. 37. Don‘t harm your CTR Izzi Smith
  38. 38. Pad out your answers Izzi Smith
  39. 39. Lists: Google displays a maximum of 8 items Izzi Smith
  40. 40. Image Optimization Izzi Smith
  41. 41. Image Optimization Izzi Smith Always ensure your images are: • Relevant and useful • The correct size • Compressed. E.g. with tinypng
  42. 42. Car Model Landing Pages Izzi Smith
  43. 43. Izzi Smith
  44. 44. Izzi Smith
  45. 45. Quick and easy JSON-LD Generator Izzi Smith
  46. 46. Car Model Landing Pages Car Model Data Table Structure Featured Snippet+ =Kick ass Content+ Car Schema Mark-up+ Izzi Smith
  47. 47. Car Model Featured Snippets Izzi Smith
  48. 48. Car Model „Rich“ Snippets Izzi Smith
  49. 49. Why have one when you can have both? Izzi Smith
  50. 50. The Results: Car Model Snippets Pages Generating a Snippet: 18% Conversions: +41% Sessions: +46% Conversions: +48% Sessions: +183% Pages Generating a Snippet: 28% YoY Data from GA Organic Izzi Smith
  51. 51. Volatility with Car Model Featured Snippets Source: SERPlorer data of Car Pages Generating a Snippet Izzi Smith
  52. 52. Restructuring content for Snippets Izzi Smith
  53. 53. Restructuring content for Snippets Izzi Smith
  54. 54. Informational Featured Snippets Izzi Smith
  55. 55. Create landing pages for Snippets Izzi Smith
  56. 56. Create own landing pages for Snippets Izzi Smith
  57. 57. Create own landing pages for Snippets Izzi Smith
  58. 58. Question and Answer Schema Mark up Izzi Smith
  59. 59. AWR Cloud Izzi Smith
  60. 60. Moz SERP Features Izzi Smith
  61. 61. SISTRIX Izzi Smith
  62. 62. Key Takeaways • Do your question keyword research and think Longtail • Provide informative answers for actual users • Format your answers in the most-likely-to-be-displayed structure • Provide additional, related content that brings value and relevancy • Test Structured Data & Schema.org influences • Bulk out your snippets to ensure they are clicked • Keep testing and trying • Don‘t give up ;) Izzi Smith
  63. 63. kautionsfrei.de Izzi Smith
  64. 64. kautionsfrei.de Izzi Smith
  65. 65. kautionsfrei.de Izzi Smith
  66. 66. kautionsfrei.de • Cut down! I found 45 questions! • Unify your landing page strategy • What page do you want to rank for what keyword? • Simplify page structure Izzi Smith
  67. 67. personensuche.de Izzi Smith
  68. 68. Izzi Smith
  69. 69. personensuche.de • How are your user engagement metrics? • Get rid of huge ad space • H2 as question • Optimize for mobile • Potentially re-write for a beautiful URL (with KW) Izzi Smith
  70. 70. Izzi Smith
  71. 71. @ https://www.linkedin.com/in/izzi- smith/

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