1. @simmonet
#BrightonSEO
#BatmanSEO
The Batman SEO Toolbelt to
Vanquish Google’s SERP

2. Grant Simmons
@simmonet
VP of Search Strategy
www.slideshare.net/simmonet

3. www.slideshare.net/simmonet

4. @simmonet
#BrightonSEO
#BatmanSEO
Proud American. Funny Accent. Ex Essex Lad.

5. @simmonet
#BrightonSEO
#BatmanSEO
Proud American. Funny Accent. Ex Essex Lad.

6. @simmonet
#BrightonSEO
#BatmanSEO
Feel Free to Tweet

7. @simmonet
#BrightonSEO
#BatmanSEO
Let’s Talk (Batman) Tools

8. @simmonet
#BrightonSEO
#BatmanSEO

9. @simmonet
#BrightonSEO
#BatmanSEO

10. @simmonet
#BrightonSEO
#BatmanSEO
Right Tools. Right Time.

11. @simmonet
#BrightonSEO
#BatmanSEO
Evolves Over Time.

12. @simmonet
#BrightonSEO
#BatmanSEO
Origin Story: What Was The Utility Belt Made Of?

13. @simmonet
#BrightonSEO
#BatmanSEO
FYI: originally
kitchen sponges

14. @simmonet
#BrightonSEO
#BatmanSEO
SEO Has Evolved Too!

15. @simmonet
#BrightonSEO
#BatmanSEO
What Are The Best SEO Tools
To Vanquish Google?
i.e. Win a Prime Ranking Spot

16. @simmonet
#BrightonSEO
#BatmanSEO
i.e. Win a Prime the Only Ranking Spot

17. @simmonet
#BrightonSEO
#BatmanSEO
AND… Voice Search Answer
Featured snippet most likely
= spoken answer

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. @simmonet
#BrightonSEO
#BatmanSEO
What Do SEO’s Need
in Their Utility Belts?
To Win a Prime the Only Ranking Spot

20. @simmonet
#BrightonSEO
#BatmanSEO
Riddle Me This.
What is Google?

21. @simmonet
#BrightonSEO
#BatmanSEO
Google is an
“Answer Engine”

22. @simmonet
#BrightonSEO
#BatmanSEO
Riddle Me This.
Who are SEOs?

23. @simmonet
#BrightonSEO
#BatmanSEO
SEOs are the
“Question Engineers”

24. @simmonet
#BrightonSEO
#BatmanSEO
SEOs are the
“Question Engineers”
© 2018 Grant Simmons J

25. @simmonet
#BrightonSEO
#BatmanSEO
announced 9/24 that moving
forwards they’re all about
discovery and journeys and
visual search…

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. @simmonet
#BrightonSEO
#BatmanSEO
So… Let’s Start
With Questions
(Don’t Forget Prepositions & Comparisons)

28. @simmonet
#BrightonSEO
#BatmanSEO
I Want to Get A Featured Snippet Spot! Quack Quack

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. @simmonet
#BrightonSEO
#BatmanSEO
So Let’s Go! Go! Tools!

31. @simmonet
#BrightonSEO
#BatmanSEO
Questions You’re Ranking For
Google Search Console+

32. @simmonet
#BrightonSEO
#BatmanSEO
Search Console via
API Driven GSC Aggregation (Vanessa Fox)

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. @simmonet
#BrightonSEO
#BatmanSEO
Google Search Console
• Great tool from the
horses mouth
(Google not Vanessa)
• Filter to top ~100

35. @simmonet
#BrightonSEO
#BatmanSEO
SEMRush

36. @simmonet
#BrightonSEO
#BatmanSEO
SEMRush

37. @simmonet
#BrightonSEO
#BatmanSEO
AHREFS

38. @simmonet
#BrightonSEO
#BatmanSEO
AHREFS

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. @simmonet
#BrightonSEO
#BatmanSEO
Google SERP
• Take our list & search
• We’re ranking (not zero)
• We have 3-lines of snippet

41. @simmonet
#BrightonSEO
#BatmanSEO
• - snippet domain
• Holy ranking!

42. @simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast

43. @simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image

44. @simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
Check why
less in list

45. @simmonet
#BrightonSEO
#BatmanSEO
Compare & Contrast
Improve
with image
Title tag
optimization
Check why
less in list

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. @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. @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. @simmonet
#BrightonSEO
#BatmanSEO
We’ve improved paragraphs with images

50. @simmonet
#BrightonSEO
#BatmanSEO
We’ve improved EAT with related content

51. @simmonet
#BrightonSEO
#BatmanSEO

52. @simmonet
#BrightonSEO
#BatmanSEO
What Was Adam West’s Salary
in Batman: The Movie (1966)?

53. @simmonet
#BrightonSEO
#BatmanSEO
What Was Adam West’s Salary
in Batman: The Movie (1966)?
$100,000

54. @simmonet
#BrightonSEO
#BatmanSEO
Questions You Rank For
Finding Questions
You May Not Rank For

55. @simmonet
#BrightonSEO
#BatmanSEO
Don’t Forget the Long Tail

56. @simmonet
#BrightonSEO
#BatmanSEO
1. SEMRush

57. @simmonet
#BrightonSEO
#BatmanSEO

58. @simmonet
#BrightonSEO
#BatmanSEO

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. @simmonet
#BrightonSEO
#BatmanSEO
2. Twinword Ideas

61. @simmonet
#BrightonSEO
#BatmanSEO

62. @simmonet
#BrightonSEO
#BatmanSEO

63. @simmonet
#BrightonSEO
#BatmanSEO
• Great tool, ‘know’ user intent filter is useful
• Pattern can identify prepositions / comparisons
Save top 100

64. @simmonet
#BrightonSEO
#BatmanSEO
3. KeywordTool.io

65. @simmonet
#BrightonSEO
#BatmanSEO
Questions from Google

66. @simmonet
#BrightonSEO
#BatmanSEO
Prepositions from Google

67. @simmonet
#BrightonSEO
#BatmanSEO
Not Just Google J

68. @simmonet
#BrightonSEO
#BatmanSEO
Questions from Bing

69. @simmonet
#BrightonSEO
#BatmanSEO
Questions from YouTube

70. @simmonet
#BrightonSEO
#BatmanSEO
Download Hidden in Plain Site

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. @simmonet
#BrightonSEO
#BatmanSEO
4. AHREFS

73. @simmonet
#BrightonSEO
#BatmanSEO

74. @simmonet
#BrightonSEO
#BatmanSEO

75. @simmonet
#BrightonSEO
#BatmanSEO
• Great tool, evolved from links
• “Questions” cool
• “Also rank for” uncovers like terms
Save top 100

76. @simmonet
#BrightonSEO
#BatmanSEO
These Tools Are No Joke. But There’s More.

77. @simmonet
#BrightonSEO
#BatmanSEO
Honorable Mention
5. Buzzsumo

78. @simmonet
#BrightonSEO
#BatmanSEO
Rocks for Topic Discovery

79. @simmonet
#BrightonSEO
#BatmanSEO
Cool Reddit Mining

80. @simmonet
#BrightonSEO
#BatmanSEO
Honorable Mention
6. AnswerThePublic Pro

81. @simmonet
#BrightonSEO
#BatmanSEO
‘New’ Pro Version

82. @simmonet
#BrightonSEO
#BatmanSEO
Holy Query List!
1) Consolidate
2) Filter
3) Focus

83. @simmonet
#BrightonSEO
#BatmanSEO
Holy Query List!
1) Consolidate
2) Filter
3) Focus
I tend to pick top
20 opportunities
to start.

84. @simmonet
#BrightonSEO
#BatmanSEO
Filtering & Focusing is the Hard Part

85. @simmonet
#BrightonSEO
#BatmanSEO
Filter & Focus Queries
• Aligned with business
• Search vol. juice is worth the squeeze
• Target page is ‘good’

86. @simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?

87. @simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?
The Simpsons
Sponge Bob Square Pants

88. @simmonet
#BrightonSEO
#BatmanSEO
To Which 2 Cartoon
Series Did Adam West
Provide Voiceovers?
The Simpsons
Sponge Bob Square Pants

89. @simmonet
#BrightonSEO
#BatmanSEO
Finding Feasible Targets
from 20 Opportunities

90. @simmonet
#BrightonSEO
#BatmanSEO
Google
Is our
Friend

91. @simmonet
#BrightonSEO
#BatmanSEO
Build Queries from Queries
J

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. @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. @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. @simmonet
#BrightonSEO
#BatmanSEO
Build Queries From Queries
Excel Sheet
• Paste in your query list
• Formula

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. @simmonet
#BrightonSEO
#BatmanSEO
View Rendered Page

98. @simmonet
#BrightonSEO
#BatmanSEO
Study the Results

99. @simmonet
#BrightonSEO
#BatmanSEO
Scan for Result Formats + Opportunities

100. @simmonet
#BrightonSEO
#BatmanSEO

101. @simmonet
#BrightonSEO
#BatmanSEO
Assessing Likely Format

102. @simmonet
#BrightonSEO
#BatmanSEO

103. @simmonet
#BrightonSEO
#BatmanSEO

104. @simmonet
#BrightonSEO
#BatmanSEO

105. @simmonet
#BrightonSEO
#BatmanSEO

106. @simmonet
#BrightonSEO
#BatmanSEO

107. @simmonet
#BrightonSEO
#BatmanSEO
Google
Is still
our
Friend

108. @simmonet
#BrightonSEO
#BatmanSEO
SERP
“How to do a wheelie”
Present in the best format

109. @simmonet
#BrightonSEO
#BatmanSEO
SERP
Give Google what they want (image / video)
Image pulled
from YouTube

110. @simmonet
#BrightonSEO
#BatmanSEO
SERP
Give Google what they want (step-by-step list)
Ordered list
Image pulled
from YouTube

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. @simmonet
#BrightonSEO
#BatmanSEO
How to Do a Bat Wheelie

113. @simmonet
#BrightonSEO
#BatmanSEO
Fix, Augment, or Build?

114. @simmonet
#BrightonSEO
#BatmanSEO
Between Rock & Hard Place

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. @simmonet
#BrightonSEO
#BatmanSEO
Can You Provide a Different / Better Answer?

117. @simmonet
#BrightonSEO
#BatmanSEO
Giving Some Extra Pow

118. @simmonet
#BrightonSEO
#BatmanSEO
Extra Pow

119. @simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google

120. @simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google Internal Links

121. @simmonet
#BrightonSEO
#BatmanSEO
Extra Pow
Fetch as Google Internal Links External Links

122. @simmonet
#BrightonSEO
#BatmanSEO
The Batman Snippet
Process / Utility Belt

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. @simmonet
#BrightonSEO
#BatmanSEO

125. @simmonet
#BrightonSEO
#BatmanSEO
SEO’s Are Not Nothing Without Right Tools. They Help!

126. @simmonet
#BrightonSEO
#BatmanSEO
Thank You!

127. Grant Simmons
@simmonet
VP of Search Strategy
www.slideshare.net/simmonet

128. @simmonet
#BrightonSEO
#BatmanSEO