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.
@olgandrienko #BrightonSEO
@olgandrienko #BrightonSEO
Google
SERPs are
constantly
changing
Average volatility score is 5.6 out of 10
(SEMrush data fo...
@olgandrienko #BrightonSEO
When the updates happen, they affect all categories
Average volatility
scores are
increasing fo...
@olgandrienko #BrightonSEO
Some of the
biggest
spikes in
2018-19
April 7th 2019, De-indexing Issue
March 12th 2019, Core U...
@olgandrienko #BrightonSEO
Tools that track Google SERP volatility
serp.watch
@olgandrienko #BrightonSEO
Software Keywords
Mobile/
Desktop
Categories Countries
SERP
Features
Google
Updates
Other searc...
@olgandrienko #BrightonSEO
Scales of all tools normalized for the “Core” Update ‘18
@olgandrienko #BrightonSEO
Scales of all tools normalized for the Algo Update ‘19
@olgandrienko #BrightonSEO
Common
features
among
update
”losers”
Aggressive advertising
implementations
Low quality conten...
@olgandrienko #BrightonSEO
Take action Fix or remove thin or outdated
content and aggressive ads
User experience wins, imp...
@olgandrienko #BrightonSEO
Google’s health update – sometimes it’s not content
Smileworks website has been hit by the Augu...
@olgandrienko #BrightonSEO
Website security (HTTPS)
@olgandrienko #BrightonSEO
Website security (HTTPS)
65% of domains
in TOP-3 for
high volume
keywords are
already secure.
@olgandrienko #BrightonSEO
And it’s not only industries. It’s countries!
HTTPS and AMP adoption for Google US, UK, AU & FR...
@olgandrienko #BrightonSEO
AMP in TOP-10 by category (US)
Categories with
biggest % of AMP:
Entertainment,
Food & Drink,
N...
@olgandrienko #BrightonSEO
AMP in TOP-10 by category (UK)
Categories with
biggest % of AMP:
Entertainment,
Food & Drink,
N...
@olgandrienko #BrightonSEO
Featured Snippets in SERPs
@olgandrienko #BrightonSEO
94% of featured snippet URLs rank in the top five
We analyzed 10
million mobile
keywords and
di...
@olgandrienko #BrightonSEO
Breaking Down Featured Snippet Questions
89% of questions should
be optimized for
paragraph fea...
@olgandrienko #BrightonSEO
Breaking Down Featured Snippet Prepositions
Prepositions are
made for lists.
Even though
paragr...
@olgandrienko #BrightonSEO
Breaking Down Featured Snippet Comparisons
“Priced” keywords
show the highest
percentage (75%) ...
@olgandrienko #BrightonSEO
How to Optimize for Featured Snippets
To optimize for
paragraph
featured snippets,
craft succin...
@olgandrienko #BrightonSEO
PEOPLE ALSO ASK
NEW OPPORTUNITY TO GET
HIGHER RANKINGS ON THE SERP
@olgandrienko #BrightonSEO
● dynamic
● unlimited
● best relational links of the extended / expanded query
● thematic relev...
@olgandrienko #BrightonSEO
PEOPLE ALSO ASK =
Other questions asked
@olgandrienko #BrightonSEO
Why this study?
● Google tells nothing about this opportunity
● Almost nothing is studied about...
@olgandrienko #BrightonSEO
Percentage of PAAs
▪ 1M KW analysed
▪ 427,008 with PAA -> 42.78%
427K
with PAA
42.8%
with PAA
@olgandrienko #BrightonSEO
Percentage of PAAs
▪ 1M KW analysed
▪ 442,870 with PAA -> 43.26%
443K
with PAA
43.3%
with PAA
@olgandrienko #BrightonSEO
364K
with PAA
Number of questions in the PAA box
% of PAA with:
● 1 question
● 2 questions
● 3 ...
@olgandrienko #BrightonSEO
Search volume and PAA presence on the SERP
@olgandrienko #BrightonSEO
Part of PAAs containing the words below:
@olgandrienko #BrightonSEO
PAA AnatomySERP functionality anatomy
@olgandrienko #BrightonSEO
PAA results format
● PARAGRAPH – 73.87% (1 239 932 PAA)
● LIST – 22.30% (374 346 PAA)
● TABLE –...
@olgandrienko #BrightonSEO
PAA results format
● PARAGRAPH – 70.66% (1 228 810 PAA)
● LIST – 19.65% (341 728 PAA)
● TABLE –...
@olgandrienko #BrightonSEO
PAA Paragraph
Paragraph Characters Words
Minimum 20 1
Average 365 38
Maximum 1803 77
73.87%
Par...
@olgandrienko #BrightonSEO
PAA List
List Items Words
Minimum 2 1
Average 4 9
Maximum 8 42
22.30%
List Items Words
Minimum ...
@olgandrienko #BrightonSEO
PAA: presence on the SERP
@olgandrienko #BrightonSEO
PAA SERP Presence
@olgandrienko #BrightonSEO
PAA & other features on the same SERP
@olgandrienko #BrightonSEO
Positions of the sites presented in the PAA box
● ~ 73% of PAA don’t rank in
organic results by...
@olgandrienko #BrightonSEO
Positions of the sites presented in the PAA box
● ~ 80% of PAA don’t rank in
organic results by...
@olgandrienko #BrightonSEO
PAA: where to look for data?
Ways to optimize and expand PPA score
@olgandrienko #BrightonSEO
@olgandrienko #BrightonSEO
How do I know if a site has SERP Features?
Check the SERP
@olgandrienko #BrightonSEO
Find ideas More specific keywords according
to the website topic
@olgandrienko #BrightonSEO
Find ideas
@olgandrienko #BrightonSEO
Find ideas
@olgandrienko #BrightonSEO
● Google has moved from the search engine to the answer engine.
He wants to give a quick and di...
@olgandrienko #BrightonSEO
Olga Andrienko
Head of Global Marketing at SEMrush
o.andrienko@semrush.com
Thank you!
Upcoming SlideShare
Loading in …5
×

Olga Andrienko - Uncovering SERPs for BrightonSEO

478 views

Published on

Changes in Google SERPs are increasingly common. SEMrush runs a number of studies to analyze the spikes during Google updates, uncover what happens in Featured Snippets and did an absolutely unique study about People Also Ask section.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Olga Andrienko - Uncovering SERPs for BrightonSEO

  1. 1. @olgandrienko #BrightonSEO
  2. 2. @olgandrienko #BrightonSEO Google SERPs are constantly changing Average volatility score is 5.6 out of 10 (SEMrush data for Google US)
  3. 3. @olgandrienko #BrightonSEO When the updates happen, they affect all categories Average volatility scores are increasing for all categories
  4. 4. @olgandrienko #BrightonSEO Some of the biggest spikes in 2018-19 April 7th 2019, De-indexing Issue March 12th 2019, Core Update August 1st 2018, Search Quality Update December 13th – 19th, 2017 March 9th 2018, Core Update
  5. 5. @olgandrienko #BrightonSEO Tools that track Google SERP volatility serp.watch
  6. 6. @olgandrienko #BrightonSEO Software Keywords Mobile/ Desktop Categories Countries SERP Features Google Updates Other search engines 28,000 x 7 x x 17,000 2 x x 11,000 x 3 x x 50,000 2 x x x 10,000 x x x x x 10,000 x x x x no public info 8 Baidu no public info 7 x x x no public info x x x x x Bing no public info x 50 x x x Tools that track Google SERP volatility serp.watch
  7. 7. @olgandrienko #BrightonSEO Scales of all tools normalized for the “Core” Update ‘18
  8. 8. @olgandrienko #BrightonSEO Scales of all tools normalized for the Algo Update ‘19
  9. 9. @olgandrienko #BrightonSEO Common features among update ”losers” Aggressive advertising implementations Low quality content Technical SEO issues UX issues usually either hindering to interact with a site, disturbing in general or deceptive Content of no value, misspellings, poor grammar, empty category pages No structured data, duplicate content, broken internal links Wrong user perception (e.g. snippet promises something. entirely different), and high bounce rates / low dwell time as the result– and generally weak UX signals
  10. 10. @olgandrienko #BrightonSEO Take action Fix or remove thin or outdated content and aggressive ads User experience wins, improve the relevance of your content Ensure there are no technical SEO issues
  11. 11. @olgandrienko #BrightonSEO Google’s health update – sometimes it’s not content Smileworks website has been hit by the August 1st update. SEMrush shows their rankings took a huge dive in August. An important factor for local would be schema optimization. Content they have is superb, however, their markup looks off. Google’s schema checker returns 24 errors and 45 warnings.
  12. 12. @olgandrienko #BrightonSEO Website security (HTTPS)
  13. 13. @olgandrienko #BrightonSEO Website security (HTTPS) 65% of domains in TOP-3 for high volume keywords are already secure.
  14. 14. @olgandrienko #BrightonSEO And it’s not only industries. It’s countries! HTTPS and AMP adoption for Google US, UK, AU & FR (data from SEMrush Sensor, April 2019) US UK Australia France
  15. 15. @olgandrienko #BrightonSEO AMP in TOP-10 by category (US) Categories with biggest % of AMP: Entertainment, Food & Drink, News, Sports. Lowest: Jobs, Health, Real Estate.
  16. 16. @olgandrienko #BrightonSEO AMP in TOP-10 by category (UK) Categories with biggest % of AMP: Entertainment, Food & Drink, News, Sports. Lowest: Jobs, Health, Real Estate.
  17. 17. @olgandrienko #BrightonSEO Featured Snippets in SERPs
  18. 18. @olgandrienko #BrightonSEO 94% of featured snippet URLs rank in the top five We analyzed 10 million mobile keywords and dissected 1.3 million featured snippets on Google.
  19. 19. @olgandrienko #BrightonSEO Breaking Down Featured Snippet Questions 89% of questions should be optimized for paragraph featured snippets. “How,” “where,” “which,” and “what” all perform well with ordered and unordered lists. “Have” performed surprisingly well with tables.
  20. 20. @olgandrienko #BrightonSEO Breaking Down Featured Snippet Prepositions Prepositions are made for lists. Even though paragraph snippets still score well, we believe that well- optimized lists will outperform them.
  21. 21. @olgandrienko #BrightonSEO Breaking Down Featured Snippet Comparisons “Priced” keywords show the highest percentage (75%) of list snippets across all questions, prepositions, and comparison phrases. “Price” and “pricing” will perform better in table formats.
  22. 22. @olgandrienko #BrightonSEO How to Optimize for Featured Snippets To optimize for paragraph featured snippets, craft succinct paragraphs in the 40 to 60-word range, or roughly 350 characters.
  23. 23. @olgandrienko #BrightonSEO PEOPLE ALSO ASK NEW OPPORTUNITY TO GET HIGHER RANKINGS ON THE SERP
  24. 24. @olgandrienko #BrightonSEO ● dynamic ● unlimited ● best relational links of the extended / expanded query ● thematic relevance ● answers to additional questions without searching ● not always relevant to the original request PEOPLE ALSO ASK = Other questions asked
  25. 25. @olgandrienko #BrightonSEO PEOPLE ALSO ASK = Other questions asked
  26. 26. @olgandrienko #BrightonSEO Why this study? ● Google tells nothing about this opportunity ● Almost nothing is studied about PAA in the world ● Desktop and mobile data PAA in Google.co.uk 1Mkeywords analysed
  27. 27. @olgandrienko #BrightonSEO Percentage of PAAs ▪ 1M KW analysed ▪ 427,008 with PAA -> 42.78% 427K with PAA 42.8% with PAA
  28. 28. @olgandrienko #BrightonSEO Percentage of PAAs ▪ 1M KW analysed ▪ 442,870 with PAA -> 43.26% 443K with PAA 43.3% with PAA
  29. 29. @olgandrienko #BrightonSEO 364K with PAA Number of questions in the PAA box % of PAA with: ● 1 question ● 2 questions ● 3 questions ● 4 questions ...when searching before the first click on a PAA result
  30. 30. @olgandrienko #BrightonSEO Search volume and PAA presence on the SERP
  31. 31. @olgandrienko #BrightonSEO Part of PAAs containing the words below:
  32. 32. @olgandrienko #BrightonSEO PAA AnatomySERP functionality anatomy
  33. 33. @olgandrienko #BrightonSEO PAA results format ● PARAGRAPH – 73.87% (1 239 932 PAA) ● LIST – 22.30% (374 346 PAA) ● TABLE – 3.54% (59 413 PAA) ● NOLINK – 0.29% (4 830 PAA) 54.74 % PAA paragraphe 73.87% PAA Paragraph 22.30% PAA List
  34. 34. @olgandrienko #BrightonSEO PAA results format ● PARAGRAPH – 70.66% (1 228 810 PAA) ● LIST – 19.65% (341 728 PAA) ● TABLE – 9.13% (158 848 PAA) ● NOLINK – 0.56% (9 729 PAA) 54.74 % PAA paragraphe 70.66% PAA Paragraph 19.65% PAA List
  35. 35. @olgandrienko #BrightonSEO PAA Paragraph Paragraph Characters Words Minimum 20 1 Average 365 38 Maximum 1803 77 73.87% Paragraph Characters Words Minimum 27 1 Average 264 45 Maximum 1012 67 70.66%
  36. 36. @olgandrienko #BrightonSEO PAA List List Items Words Minimum 2 1 Average 4 9 Maximum 8 42 22.30% List Items Words Minimum 2 1 Average 6 9 Maximum 8 34 19.65%
  37. 37. @olgandrienko #BrightonSEO PAA: presence on the SERP
  38. 38. @olgandrienko #BrightonSEO PAA SERP Presence
  39. 39. @olgandrienko #BrightonSEO PAA & other features on the same SERP
  40. 40. @olgandrienko #BrightonSEO Positions of the sites presented in the PAA box ● ~ 73% of PAA don’t rank in organic results by the keywords examined ● ~ 2.5% of PAA come from position 5-9 ● ~ 5% of PAAs are generated from positions 10-20 ● ~ 12% sites with outside the TOP 20 position appear in PA The page does not appear in the organic results by the keywords examined Suddenly... everyone has a chance :)
  41. 41. @olgandrienko #BrightonSEO Positions of the sites presented in the PAA box ● ~ 80% of PAA don’t rank in organic results by the keywords examined ● ~ 2.3% of PAA come from position 5-9 ● ~ 4.3% of PAAs are generated from positions 10-20 ● ~ 8.2% sites with outside the TOP 20 position appear in PA The page does not appear in the organic results by the keywords examined
  42. 42. @olgandrienko #BrightonSEO PAA: where to look for data? Ways to optimize and expand PPA score
  43. 43. @olgandrienko #BrightonSEO
  44. 44. @olgandrienko #BrightonSEO How do I know if a site has SERP Features? Check the SERP
  45. 45. @olgandrienko #BrightonSEO Find ideas More specific keywords according to the website topic
  46. 46. @olgandrienko #BrightonSEO Find ideas
  47. 47. @olgandrienko #BrightonSEO Find ideas
  48. 48. @olgandrienko #BrightonSEO ● Google has moved from the search engine to the answer engine. He wants to give a quick and direct answer as often as possible ● More close info at the semantic level ● Google tries to guess the search intent of users ● It boosts the traffic (if you have it :) ● You gain visibility; moreover you gain in notoriety and credibility ● You have a chancу to rank in the first results / on the first page ● Your site is more likely to appear in the PAA box if you have great well-structured content From Google's point of view In conclusion
  49. 49. @olgandrienko #BrightonSEO Olga Andrienko Head of Global Marketing at SEMrush o.andrienko@semrush.com Thank you!

×