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

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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.

Published in: Marketing

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

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