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@simmonet
#BrightonSEO
#BatmanSEO
The Batman SEO Toolbelt to
Vanquish Google’s SERP
Grant Simmons
@simmonet
VP of Search Strategy
www.slideshare.net/simmonet
www.slideshare.net/simmonet
@simmonet
#BrightonSEO
#BatmanSEO
Proud American. Funny Accent. Ex Essex Lad.
@simmonet
#BrightonSEO
#BatmanSEO
Proud American. Funny Accent. Ex Essex Lad.
@simmonet
#BrightonSEO
#BatmanSEO
Feel Free to Tweet
@simmonet
#BrightonSEO
#BatmanSEO
Let’s Talk (Batman) Tools
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
Right Tools. Right Time.
@simmonet
#BrightonSEO
#BatmanSEO
Evolves Over Time.
@simmonet
#BrightonSEO
#BatmanSEO
Origin Story: What Was The Utility Belt Made Of?
@simmonet
#BrightonSEO
#BatmanSEO
FYI: originally
kitchen sponges
@simmonet
#BrightonSEO
#BatmanSEO
SEO Has Evolved Too!
@simmonet
#BrightonSEO
#BatmanSEO
What Are The Best SEO Tools
To Vanquish Google?
i.e. Win a Prime Ranking Spot
@simmonet
#BrightonSEO
#BatmanSEO
i.e. Win a Prime the Only Ranking Spot
@simmonet
#BrightonSEO
#BatmanSEO
AND… Voice Search Answer
Featured snippet most likely
= spoken answer
@simmonet
#BrightonSEO
#BatmanSEO
Robin: Where'd you get a live fish, Batman?
Batman: The true crimefighter always carries...
@simmonet
#BrightonSEO
#BatmanSEO
What Do SEO’s Need
in Their Utility Belts?
To Win a Prime the Only Ranking Spot
@simmonet
#BrightonSEO
#BatmanSEO
Riddle Me This.
What is Google?
@simmonet
#BrightonSEO
#BatmanSEO
Google is an
“Answer Engine”
@simmonet
#BrightonSEO
#BatmanSEO
Riddle Me This.
Who are SEOs?
@simmonet
#BrightonSEO
#BatmanSEO
SEOs are the
“Question Engineers”
@simmonet
#BrightonSEO
#BatmanSEO
SEOs are the
“Question Engineers”
© 2018 Grant Simmons J
@simmonet
#BrightonSEO
#BatmanSEO
announced 9/24 that moving
forwards they’re all about
discovery and journeys and
visual ...
@simmonet
#BrightonSEO
#BatmanSEO
announced 9/24 that moving
forwards they’re all about
discovery and journeys and
visual ...
@simmonet
#BrightonSEO
#BatmanSEO
So… Let’s Start
With Questions
(Don’t Forget Prepositions & Comparisons)
@simmonet
#BrightonSEO
#BatmanSEO
I Want to Get A Featured Snippet Spot! Quack Quack
@simmonet
#BrightonSEO
#BatmanSEO
Where do featured snippets come from?
Featured snippet algorithm is a
normal search resu...
@simmonet
#BrightonSEO
#BatmanSEO
So Let’s Go! Go! Tools!
@simmonet
#BrightonSEO
#BatmanSEO
Questions You’re Ranking For
Google Search Console+
@simmonet
#BrightonSEO
#BatmanSEO
Search Console via
API Driven GSC Aggregation (Vanessa Fox)
@simmonet
#BrightonSEO
#BatmanSEO
Filter Queries by Question Type
• Consider with & without ‘how’ ‘what’ ‘where’ etc.
• Lo...
@simmonet
#BrightonSEO
#BatmanSEO
Google Search Console
• Great tool from the
horses mouth
(Google not Vanessa)
• Filter t...
@simmonet
#BrightonSEO
#BatmanSEO
SEMRush
@simmonet
#BrightonSEO
#BatmanSEO
SEMRush
@simmonet
#BrightonSEO
#BatmanSEO
AHREFS
@simmonet
#BrightonSEO
#BatmanSEO
AHREFS
@simmonet
#BrightonSEO
#BatmanSEO
Grab 10-20 With Search Potential
• Aligned with business
• Search vol. juice is worth th...
@simmonet
#BrightonSEO
#BatmanSEO
Google SERP
• Take our list & search
• We’re ranking (not zero)
• We have 3-lines of sni...
@simmonet
#BrightonSEO
#BatmanSEO
• - snippet domain
• Holy ranking!
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
Check why
less in list
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
Title tag
optimization
Check why
less in list
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
Title tag
optimization
Check why
less in list
#s i...
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast Snippet Gaps
Fix, Augment - If you are choice 2 or 3
• Code – Tags, M...
@simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast Snippet Gaps
Fix, Augment - If you are choice 2 or 3
Or Pass – If you...
@simmonet
#BrightonSEO
#BatmanSEO
We’ve improved paragraphs with images
@simmonet
#BrightonSEO
#BatmanSEO
We’ve improved EAT with related content
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
What Was Adam West’s Salary
in Batman: The Movie (1966)?
@simmonet
#BrightonSEO
#BatmanSEO
What Was Adam West’s Salary
in Batman: The Movie (1966)?
$100,000
@simmonet
#BrightonSEO
#BatmanSEO
Questions You Rank For
Finding Questions
You May Not Rank For
@simmonet
#BrightonSEO
#BatmanSEO
Don’t Forget the Long Tail
@simmonet
#BrightonSEO
#BatmanSEO
1. SEMRush
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
• Great tool, can hide / filter and build lists
• Select queries that already have Snipp...
@simmonet
#BrightonSEO
#BatmanSEO
2. Twinword Ideas
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
• Great tool, ‘know’ user intent filter is useful
• Pattern can identify prepositions / ...
@simmonet
#BrightonSEO
#BatmanSEO
3. KeywordTool.io
@simmonet
#BrightonSEO
#BatmanSEO
Questions from Google
@simmonet
#BrightonSEO
#BatmanSEO
Prepositions from Google
@simmonet
#BrightonSEO
#BatmanSEO
Not Just Google J
@simmonet
#BrightonSEO
#BatmanSEO
Questions from Bing
@simmonet
#BrightonSEO
#BatmanSEO
Questions from YouTube
@simmonet
#BrightonSEO
#BatmanSEO
Download Hidden in Plain Site
@simmonet
#BrightonSEO
#BatmanSEO
• Great tool, multiple platform search suggest
• Questions & prepositions cool
• Don’t f...
@simmonet
#BrightonSEO
#BatmanSEO
4. AHREFS
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
• Great tool, evolved from links
• “Questions” cool
• “Also rank for” uncovers like term...
@simmonet
#BrightonSEO
#BatmanSEO
These Tools Are No Joke. But There’s More.
@simmonet
#BrightonSEO
#BatmanSEO
Honorable Mention
5. Buzzsumo
@simmonet
#BrightonSEO
#BatmanSEO
Rocks for Topic Discovery
@simmonet
#BrightonSEO
#BatmanSEO
Cool Reddit Mining
@simmonet
#BrightonSEO
#BatmanSEO
Honorable Mention
6. AnswerThePublic Pro
@simmonet
#BrightonSEO
#BatmanSEO
‘New’ Pro Version
@simmonet
#BrightonSEO
#BatmanSEO
Holy Query List!
1) Consolidate
2) Filter
3) Focus
@simmonet
#BrightonSEO
#BatmanSEO
Holy Query List!
1) Consolidate
2) Filter
3) Focus
I tend to pick top
20 opportunities
t...
@simmonet
#BrightonSEO
#BatmanSEO
Filtering & Focusing is the Hard Part
@simmonet
#BrightonSEO
#BatmanSEO
Filter & Focus Queries
• Aligned with business
• Search vol. juice is worth the squeeze
...
@simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?
@simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?
The Simpsons
Sponge Bob Squa...
@simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?
The Simpsons
Sponge Bob Squa...
@simmonet
#BrightonSEO
#BatmanSEO
Finding Feasible Targets
from 20 Opportunities
@simmonet
#BrightonSEO
#BatmanSEO
Google
Is our
Friend
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries from Queries
J
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Paste in your query list
• Formula
=CONCAT("htt...
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Paste in your query list
• Formula
=CONCAT("htt...
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Paste in your query list
• Formula
=CONCAT("htt...
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Paste in your query list
• Formula
@simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Copy / paste into Screaming Frog
• Configured t...
@simmonet
#BrightonSEO
#BatmanSEO
View Rendered Page
@simmonet
#BrightonSEO
#BatmanSEO
Study the Results
@simmonet
#BrightonSEO
#BatmanSEO
Scan for Result Formats + Opportunities
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
Assessing Likely Format
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
Google
Is still
our
Friend
@simmonet
#BrightonSEO
#BatmanSEO
SERP
“How to do a wheelie”
Present in the best format
@simmonet
#BrightonSEO
#BatmanSEO
SERP
Give Google what they want (image / video)
Image pulled
from YouTube
@simmonet
#BrightonSEO
#BatmanSEO
SERP
Give Google what they want (step-by-step list)
Ordered list
Image pulled
from YouTu...
@simmonet
#BrightonSEO
#BatmanSEO
SERP
Look for opportunities that Google gives you!
“How to do a wheelie on a dirt bike”
...
@simmonet
#BrightonSEO
#BatmanSEO
How to Do a Bat Wheelie
@simmonet
#BrightonSEO
#BatmanSEO
Fix, Augment, or Build?
@simmonet
#BrightonSEO
#BatmanSEO
Between Rock & Hard Place
@simmonet
#BrightonSEO
#BatmanSEO
Fix, Augment or Build?
• Can you provide a better answer?
• Is there a simple fix?
• Mar...
@simmonet
#BrightonSEO
#BatmanSEO
Can You Provide a Different / Better Answer?
@simmonet
#BrightonSEO
#BatmanSEO
Giving Some Extra Pow
@simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
@simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google
@simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google Internal Links
@simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google Internal Links External Links
@simmonet
#BrightonSEO
#BatmanSEO
The Batman Snippet
Process / Utility Belt
@simmonet
#BrightonSEO
#BatmanSEO
The Batman Snippet Process / Utility Belt
• Low-Hanging Fruit – Keylime | SEMRush | AHRE...
@simmonet
#BrightonSEO
#BatmanSEO
@simmonet
#BrightonSEO
#BatmanSEO
SEO’s Are Not Nothing Without Right Tools. They Help!
@simmonet
#BrightonSEO
#BatmanSEO
Thank You!
Grant Simmons
@simmonet
VP of Search Strategy
www.slideshare.net/simmonet
@simmonet
#BrightonSEO
#BatmanSEO
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The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 1 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 2 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 3 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 4 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 5 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 6 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 7 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 8 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 9 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 10 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 11 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 12 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 13 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 14 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 15 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 16 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 17 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 18 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 19 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 20 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 21 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 22 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 23 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 24 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 25 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 26 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 27 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 28 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 29 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 30 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 31 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 32 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 33 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 34 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 35 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 36 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 37 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 38 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 39 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 40 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 41 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 42 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 43 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 44 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 45 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 46 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 47 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 48 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 49 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 50 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 51 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 52 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 53 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 54 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 55 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 56 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 57 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 58 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 59 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 60 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 61 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 62 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 63 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 64 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 65 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 66 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 67 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 68 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 69 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 70 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 71 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 72 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 73 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 74 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 75 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 76 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 77 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 78 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 79 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 80 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 81 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 82 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 83 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 84 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 85 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 86 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 87 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 88 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 89 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 90 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 91 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 92 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 93 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 94 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 95 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 96 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 97 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 98 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 99 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 100 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 101 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 102 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 103 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 104 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 105 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 106 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 107 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 108 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 109 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 110 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 111 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 112 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 113 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 114 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 115 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 116 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 117 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 118 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 119 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 120 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 121 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 122 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 123 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 124 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 125 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 126 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 127 The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018 Slide 128
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Riddle me this. What is the best tool to discover the answers to the questions Google users ask? One tool? Ha.
While one tool may give you some of the answers you want, a step-by-step approach with a variety of select tools will give you the answers you need!
Take a walk through Gotham City’s underworld as we uncover both the process and tools you’ll need to win worthy search visibility and traffic.

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The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018

  1. 1. @simmonet #BrightonSEO #BatmanSEO The Batman SEO Toolbelt to Vanquish Google’s SERP
  2. 2. Grant Simmons @simmonet VP of Search Strategy www.slideshare.net/simmonet
  3. 3. www.slideshare.net/simmonet
  4. 4. @simmonet #BrightonSEO #BatmanSEO Proud American. Funny Accent. Ex Essex Lad.
  5. 5. @simmonet #BrightonSEO #BatmanSEO Proud American. Funny Accent. Ex Essex Lad.
  6. 6. @simmonet #BrightonSEO #BatmanSEO Feel Free to Tweet
  7. 7. @simmonet #BrightonSEO #BatmanSEO Let’s Talk (Batman) Tools
  8. 8. @simmonet #BrightonSEO #BatmanSEO
  9. 9. @simmonet #BrightonSEO #BatmanSEO
  10. 10. @simmonet #BrightonSEO #BatmanSEO Right Tools. Right Time.
  11. 11. @simmonet #BrightonSEO #BatmanSEO Evolves Over Time.
  12. 12. @simmonet #BrightonSEO #BatmanSEO Origin Story: What Was The Utility Belt Made Of?
  13. 13. @simmonet #BrightonSEO #BatmanSEO FYI: originally kitchen sponges
  14. 14. @simmonet #BrightonSEO #BatmanSEO SEO Has Evolved Too!
  15. 15. @simmonet #BrightonSEO #BatmanSEO What Are The Best SEO Tools To Vanquish Google? i.e. Win a Prime Ranking Spot
  16. 16. @simmonet #BrightonSEO #BatmanSEO i.e. Win a Prime the Only Ranking Spot
  17. 17. @simmonet #BrightonSEO #BatmanSEO AND… Voice Search Answer Featured snippet most likely = spoken answer
  18. 18. @simmonet #BrightonSEO #BatmanSEO Robin: Where'd you get a live fish, Batman? Batman: The true crimefighter always carries everything he needs in his utility belt, Robin.
  19. 19. @simmonet #BrightonSEO #BatmanSEO What Do SEO’s Need in Their Utility Belts? To Win a Prime the Only Ranking Spot
  20. 20. @simmonet #BrightonSEO #BatmanSEO Riddle Me This. What is Google?
  21. 21. @simmonet #BrightonSEO #BatmanSEO Google is an “Answer Engine”
  22. 22. @simmonet #BrightonSEO #BatmanSEO Riddle Me This. Who are SEOs?
  23. 23. @simmonet #BrightonSEO #BatmanSEO SEOs are the “Question Engineers”
  24. 24. @simmonet #BrightonSEO #BatmanSEO SEOs are the “Question Engineers” © 2018 Grant Simmons J
  25. 25. @simmonet #BrightonSEO #BatmanSEO announced 9/24 that moving forwards they’re all about discovery and journeys and visual search…
  26. 26. @simmonet #BrightonSEO #BatmanSEO announced 9/24 that moving forwards they’re all about discovery and journeys and visual search… … but not this week
  27. 27. @simmonet #BrightonSEO #BatmanSEO So… Let’s Start With Questions (Don’t Forget Prepositions & Comparisons)
  28. 28. @simmonet #BrightonSEO #BatmanSEO I Want to Get A Featured Snippet Spot! Quack Quack
  29. 29. @simmonet #BrightonSEO #BatmanSEO Where do featured snippets come from? Featured snippet algorithm is a normal search result, emphasized with special layout. Low Hanging Fruit: What You’re Ranking For Today
  30. 30. @simmonet #BrightonSEO #BatmanSEO So Let’s Go! Go! Tools!
  31. 31. @simmonet #BrightonSEO #BatmanSEO Questions You’re Ranking For Google Search Console+
  32. 32. @simmonet #BrightonSEO #BatmanSEO Search Console via API Driven GSC Aggregation (Vanessa Fox)
  33. 33. @simmonet #BrightonSEO #BatmanSEO Filter Queries by Question Type • Consider with & without ‘how’ ‘what’ ‘where’ etc. • Look for terms that can't be easily reduced to a dictionary definition. • + Prepositions / comparisons i.e. “Best”, “Fastest” • Long-tail queries are generally easier
  34. 34. @simmonet #BrightonSEO #BatmanSEO Google Search Console • Great tool from the horses mouth (Google not Vanessa) • Filter to top ~100
  35. 35. @simmonet #BrightonSEO #BatmanSEO SEMRush
  36. 36. @simmonet #BrightonSEO #BatmanSEO SEMRush
  37. 37. @simmonet #BrightonSEO #BatmanSEO AHREFS
  38. 38. @simmonet #BrightonSEO #BatmanSEO AHREFS
  39. 39. @simmonet #BrightonSEO #BatmanSEO Grab 10-20 With Search Potential • Aligned with business • Search vol. juice is worth the squeeze • Snippet 3+ lines of text (normal qualifier) • Target page is ‘good’
  40. 40. @simmonet #BrightonSEO #BatmanSEO Google SERP • Take our list & search • We’re ranking (not zero) • We have 3-lines of snippet
  41. 41. @simmonet #BrightonSEO #BatmanSEO • - snippet domain • Holy ranking!
  42. 42. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast
  43. 43. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image
  44. 44. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Check why less in list
  45. 45. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Title tag optimization Check why less in list
  46. 46. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Title tag optimization Check why less in list #s in displayed title Relevant URL Good Stuff Too!
  47. 47. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Snippet Gaps Fix, Augment - If you are choice 2 or 3 • Code – Tags, Markup (Lists, headers, core SEO) • Titles / on-page aligned with questions • Images • OG image / on-page images • EAT (Expertise, Authority, Trust) • Copy (topics), links, (internal / external) etc.
  48. 48. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Snippet Gaps Fix, Augment - If you are choice 2 or 3 Or Pass – If you’re > 3 and/or up against bigger fish
  49. 49. @simmonet #BrightonSEO #BatmanSEO We’ve improved paragraphs with images
  50. 50. @simmonet #BrightonSEO #BatmanSEO We’ve improved EAT with related content
  51. 51. @simmonet #BrightonSEO #BatmanSEO
  52. 52. @simmonet #BrightonSEO #BatmanSEO What Was Adam West’s Salary in Batman: The Movie (1966)?
  53. 53. @simmonet #BrightonSEO #BatmanSEO What Was Adam West’s Salary in Batman: The Movie (1966)? $100,000
  54. 54. @simmonet #BrightonSEO #BatmanSEO Questions You Rank For Finding Questions You May Not Rank For
  55. 55. @simmonet #BrightonSEO #BatmanSEO Don’t Forget the Long Tail
  56. 56. @simmonet #BrightonSEO #BatmanSEO 1. SEMRush
  57. 57. @simmonet #BrightonSEO #BatmanSEO
  58. 58. @simmonet #BrightonSEO #BatmanSEO
  59. 59. @simmonet #BrightonSEO #BatmanSEO • Great tool, can hide / filter and build lists • Select queries that already have Snippets • Longer tail queries (4+ words) generally easier • Search volume helps focus Save top 100
  60. 60. @simmonet #BrightonSEO #BatmanSEO 2. Twinword Ideas
  61. 61. @simmonet #BrightonSEO #BatmanSEO
  62. 62. @simmonet #BrightonSEO #BatmanSEO
  63. 63. @simmonet #BrightonSEO #BatmanSEO • Great tool, ‘know’ user intent filter is useful • Pattern can identify prepositions / comparisons Save top 100
  64. 64. @simmonet #BrightonSEO #BatmanSEO 3. KeywordTool.io
  65. 65. @simmonet #BrightonSEO #BatmanSEO Questions from Google
  66. 66. @simmonet #BrightonSEO #BatmanSEO Prepositions from Google
  67. 67. @simmonet #BrightonSEO #BatmanSEO Not Just Google J
  68. 68. @simmonet #BrightonSEO #BatmanSEO Questions from Bing
  69. 69. @simmonet #BrightonSEO #BatmanSEO Questions from YouTube
  70. 70. @simmonet #BrightonSEO #BatmanSEO Download Hidden in Plain Site
  71. 71. @simmonet #BrightonSEO #BatmanSEO • Great tool, multiple platform search suggest • Questions & prepositions cool • Don’t forget Bing for Google (B I N G) Save top 100
  72. 72. @simmonet #BrightonSEO #BatmanSEO 4. AHREFS
  73. 73. @simmonet #BrightonSEO #BatmanSEO
  74. 74. @simmonet #BrightonSEO #BatmanSEO
  75. 75. @simmonet #BrightonSEO #BatmanSEO • Great tool, evolved from links • “Questions” cool • “Also rank for” uncovers like terms Save top 100
  76. 76. @simmonet #BrightonSEO #BatmanSEO These Tools Are No Joke. But There’s More.
  77. 77. @simmonet #BrightonSEO #BatmanSEO Honorable Mention 5. Buzzsumo
  78. 78. @simmonet #BrightonSEO #BatmanSEO Rocks for Topic Discovery
  79. 79. @simmonet #BrightonSEO #BatmanSEO Cool Reddit Mining
  80. 80. @simmonet #BrightonSEO #BatmanSEO Honorable Mention 6. AnswerThePublic Pro
  81. 81. @simmonet #BrightonSEO #BatmanSEO ‘New’ Pro Version
  82. 82. @simmonet #BrightonSEO #BatmanSEO Holy Query List! 1) Consolidate 2) Filter 3) Focus
  83. 83. @simmonet #BrightonSEO #BatmanSEO Holy Query List! 1) Consolidate 2) Filter 3) Focus I tend to pick top 20 opportunities to start.
  84. 84. @simmonet #BrightonSEO #BatmanSEO Filtering & Focusing is the Hard Part
  85. 85. @simmonet #BrightonSEO #BatmanSEO Filter & Focus Queries • Aligned with business • Search vol. juice is worth the squeeze • Target page is ‘good’
  86. 86. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers?
  87. 87. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers? The Simpsons Sponge Bob Square Pants
  88. 88. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers? The Simpsons Sponge Bob Square Pants
  89. 89. @simmonet #BrightonSEO #BatmanSEO Finding Feasible Targets from 20 Opportunities
  90. 90. @simmonet #BrightonSEO #BatmanSEO Google Is our Friend
  91. 91. @simmonet #BrightonSEO #BatmanSEO Build Queries from Queries J
  92. 92. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'",""))))
  93. 93. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'","")))) Google Search Format
  94. 94. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'","")))) Gets Rid of Spaces, Apostrophes ++
  95. 95. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula
  96. 96. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Copy / paste into Screaming Frog • Configured to render JavaScript • Enable Rendered Page Screen Shots • Store rendered HTML • User agent = Chrome • Crawl max 20 + slow, respect Google
  97. 97. @simmonet #BrightonSEO #BatmanSEO View Rendered Page
  98. 98. @simmonet #BrightonSEO #BatmanSEO Study the Results
  99. 99. @simmonet #BrightonSEO #BatmanSEO Scan for Result Formats + Opportunities
  100. 100. @simmonet #BrightonSEO #BatmanSEO
  101. 101. @simmonet #BrightonSEO #BatmanSEO Assessing Likely Format
  102. 102. @simmonet #BrightonSEO #BatmanSEO
  103. 103. @simmonet #BrightonSEO #BatmanSEO
  104. 104. @simmonet #BrightonSEO #BatmanSEO
  105. 105. @simmonet #BrightonSEO #BatmanSEO
  106. 106. @simmonet #BrightonSEO #BatmanSEO
  107. 107. @simmonet #BrightonSEO #BatmanSEO Google Is still our Friend
  108. 108. @simmonet #BrightonSEO #BatmanSEO SERP “How to do a wheelie” Present in the best format
  109. 109. @simmonet #BrightonSEO #BatmanSEO SERP Give Google what they want (image / video) Image pulled from YouTube
  110. 110. @simmonet #BrightonSEO #BatmanSEO SERP Give Google what they want (step-by-step list) Ordered list Image pulled from YouTube
  111. 111. @simmonet #BrightonSEO #BatmanSEO SERP Look for opportunities that Google gives you! “How to do a wheelie on a dirt bike” Ordered list Image pulled from YouTube Audience is searching this way too
  112. 112. @simmonet #BrightonSEO #BatmanSEO How to Do a Bat Wheelie
  113. 113. @simmonet #BrightonSEO #BatmanSEO Fix, Augment, or Build?
  114. 114. @simmonet #BrightonSEO #BatmanSEO Between Rock & Hard Place
  115. 115. @simmonet #BrightonSEO #BatmanSEO Fix, Augment or Build? • Can you provide a better answer? • Is there a simple fix? • Markup • Content formatting • Summary addition • Images / video / alt / size (5x4) • Internal signals / links • Are you at least a choice?
  116. 116. @simmonet #BrightonSEO #BatmanSEO Can You Provide a Different / Better Answer?
  117. 117. @simmonet #BrightonSEO #BatmanSEO Giving Some Extra Pow
  118. 118. @simmonet #BrightonSEO #BatmanSEO Extra Pow
  119. 119. @simmonet #BrightonSEO #BatmanSEO Extra Pow Fetch as Google
  120. 120. @simmonet #BrightonSEO #BatmanSEO Extra Pow Fetch as Google Internal Links
  121. 121. @simmonet #BrightonSEO #BatmanSEO Extra Pow Fetch as Google Internal Links External Links
  122. 122. @simmonet #BrightonSEO #BatmanSEO The Batman Snippet Process / Utility Belt
  123. 123. @simmonet #BrightonSEO #BatmanSEO The Batman Snippet Process / Utility Belt • Low-Hanging Fruit – Keylime | SEMRush | AHREFS • Research (New) Questions • SEMRush | Twinword | Keywordtool.io | AHREFS • Consolidate, Filter & Focus | Your Brain • Find Feasible Targets - Excel | Screaming Frog • Assess Likely Format - Google SERP • Fix, Augment or Build | Your Brain • Extra Pow - Google Search Console
  124. 124. @simmonet #BrightonSEO #BatmanSEO
  125. 125. @simmonet #BrightonSEO #BatmanSEO SEO’s Are Not Nothing Without Right Tools. They Help!
  126. 126. @simmonet #BrightonSEO #BatmanSEO Thank You!
  127. 127. Grant Simmons @simmonet VP of Search Strategy www.slideshare.net/simmonet
  128. 128. @simmonet #BrightonSEO #BatmanSEO
  • AlejandroAlonsoNieto

    Jan. 14, 2019
  • quenti

    Oct. 9, 2018
  • LouiseAmor

    Oct. 1, 2018
  • NachoMascortSEOSpeci

    Oct. 1, 2018
  • ChrisDrury6

    Sep. 30, 2018
  • JacksonGilbert1

    Sep. 29, 2018

Riddle me this. What is the best tool to discover the answers to the questions Google users ask? One tool? Ha. While one tool may give you some of the answers you want, a step-by-step approach with a variety of select tools will give you the answers you need! Take a walk through Gotham City’s underworld as we uncover both the process and tools you’ll need to win worthy search visibility and traffic.

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