SlideShare a Scribd company logo
@olgandrienko #BrightonSEO
@olgandrienko #BrightonSEO
Google
SERPs are
constantly
changing
Average volatility score is 5.6 out of 10
(SEMrush data for Google US)
@olgandrienko #BrightonSEO
When the updates happen, they affect all categories
Average volatility
scores are
increasing for all
categories
@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
@olgandrienko #BrightonSEO
Tools that track Google SERP volatility
serp.watch
@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
@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 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
@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Take action Fix or remove thin or outdated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
@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.
@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
(data from SEMrush Sensor, April 2019)
US UK Australia France
@olgandrienko #BrightonSEO
AMP in TOP-10 by category (US)
Categories with
biggest % of AMP:
Entertainment,
Food & Drink,
News, Sports.
Lowest: Jobs,
Health, Real
Estate.
@olgandrienko #BrightonSEO
AMP in TOP-10 by category (UK)
Categories with
biggest % of AMP:
Entertainment,
Food & Drink,
News, Sports.
Lowest: Jobs,
Health, Real
Estate.
@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
dissected 1.3
million featured
snippets on
Google.
@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.
@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.
@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.
@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.
@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 relevance
● answers to additional questions without searching
● not always relevant to the original request
PEOPLE ALSO ASK =
Other questions asked
@olgandrienko #BrightonSEO
PEOPLE ALSO ASK =
Other questions asked
@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
@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 questions
● 4 questions
...when searching before the
first click on a PAA result
@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 – 3.54% (59 413 PAA)
● NOLINK – 0.29% (4 830 PAA) 54.74
%
PAA paragraphe
73.87%
PAA Paragraph
22.30%
PAA List
@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
@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%
@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%
@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 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 :)
@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
@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 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
@olgandrienko #BrightonSEO
Olga Andrienko
Head of Global Marketing at SEMrush
o.andrienko@semrush.com
Thank you!

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