An Enterprise SEO's Blueprint to Owning Zero-Click Searches
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How can your business stand to gain from zero-click searches and feature heavy SERPs? I cover many tips on how you can use Structured Data to your advantage to create Rich Results and build a stronger, connected entity, win Featured Snippets to outrank competitors, properly track performance, and lots more.
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An Enterprise SEO's Blueprint to Owning Zero-Click Searches
- 1. An Enterprise SEO‘s Blueprint to Owning Zero-Click Searches
- 4. What are Zero-Click-Searches? And why is everyone so afraid of them?
- 5. Zero-Click-Searches A searcher is satisfied directly on the SERP either by Google or by the publisher A searcher is dissatisfied by results and ammends their query or exits Google OR
- 7. Is this bad for me and my CTR? (Sorry for cracking out this data once again...)
- 13. Why are SERPs so feature heavy? It all comes down to satisfying Searcher Intent!
- 18. You shouldn‘t be afraid of “zero-click SERPs“ You should take them as opportunities!
- 20. This can be complicated… Especially as an Enterprise-level website!
- 21. Special Problems to address: CommunicatingTrafficandCTRlosstostakeholders Largescalewebsiteswithmultipleuserintents Highvolumeamountofpagestoanalyseandassess Obtainingresourcesforimplementingimprovements
- 23. LET’S DO THIS
- 24. Harvesting Searcher Intent at scale & weaving it into optimization gold
- 26. Unprioritize those unsustainable queries Even if the Search Volume is juicy, you probably won‘t win
- 27. NO TO PURE ANSWER INTENT
- 29. Stand out in Organic with Rich Results Drive those meaningful clicks with beautiful snippets
- 30. Beat outrankers to the click with richer results that take up more SERP real estate
- 31. Drive visitors that want to be on your site and aim to reduce short visits and high bounces
- 33. HOW-TO DETAILED RESEARCH VISUAL RESEARCH
- 35. RICH RESULT CTR – SIXT.CO.UK 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Rich Snippet CTR vs. Average CTR (sixt.co.uk) Rich Snippet CTR Average CTR +85% GSC data June - Aug, top 1000 keywords per filter
- 36. RICH vs. STANDARD ENGAGEMENT BOUNCE RATE TIME ON SITE +23%-31% CONVERSION RATE +52% 01.03.2019 – 26.03.2019 YoY GA Org.
- 38. How to roll out Schema.org across your domain Efficiently, effectively, and by playing by the rules
- 40. Rules to stick by Always test whether Rich Results are worth it for your directories Don‘t spam it around everywhere Never markup content not on the page Never be misleading on what you are representing Don’t markup content that is dynamically injected / hidden by onclick events Use the most specific type available (e.g. Casino > local business) Always validate code using structured data testing tool or rich results test
- 41. • JavaScript based, but easy af • Provided in one „blob“ • Supported by: Google, Bing, Yandex • Google approved and recommended • Writing requires: Basic JS syntax knowledge • Easy to create your own templates Use JSON-LD Syntax
- 43. If you have more static content, create markup in bulk Simply by extracting data and Structuring it
- 44. Quick and easy Schema in bulk 1.Pinpointthedatayouwanttoextractandcreatetheregex 2.CreateanewcustomextractionsruleinDeepCrawlfor eachdatapoint->Crawl->ExportasCSV https://www.deepcrawl.com/blog/best-practice/getting-the- most-out-of-deepcrawl-with-custom-extraction/
- 45. Quick and easy Schema in bulk 3.FindtherightmarkuptemplateatSchema.organdcreate yourplaceholderblob <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "NewsArticle", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://url.com/article" }, "headline": "Article headline", "image": [ "photo.jpg" ], "datePublished": "2015-02-05T08:00:00+08:00", "dateModified": "2015-02-05T09:20:00+08:00", "author": { "@type": "Person", "name": “Author Name" } } </script>
- 46. Quick and easy Schema in bulk 4.UsingConcatenate,pushyourscrapedwebdataintoyour placeholderblobsinbulk
- 47. <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "NewsArticle", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://www.izzismith.co.uk/blog/featured- snippets-ftw/" }, "headline": "Featured Snippets ftw", "image": [ "https://www.izzismith.co.uk/blog/featured- snippets-ftw.png" ], "datePublished": "2019-08-18T08:00:00+08:00", "author": { "@type": "Person", "name": "Izzi Smith" } } </script> Only really for static content! Always make sure changes are marked up
- 48. Feed the Knowledge Graph for your benefit. (and for the good of the web ecosystem…)
- 49. Video Game Developed by Who also voiced Voice Cast Who also created: Sold by Rated 9/10 Release date 28.10.2008 Price By reviewer $9.99 Playable on: Genre: Action Role-Playing Certificate: Mode: Single Player
- 50. <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "VideoGame", "name": "Fallout 3", "genre": "Action role-playing game", "url": "http://fallout.wikia.com/wiki/Fallout_3", "author": { "name":"Bethesda Game Studios", "url":"https://www.bethsoft.com/" }, "datePublished":"2008-10-28", "gamePlatform":["Microsoft Windows X", "Windows 7","Xbox 360","Xbox One","PlayStation 3","Playstation 4"], "contentRating":"ESRB M", "aggregateRating":{ "@type":"AggregateRating", "bestRating": "10", "ratingValue":"9", "ratingCount":"33", "author": "Gamespot", "url": "https://www.gamespot.com/reviews/fallout-3-review/1900- 6200093/" }, "actor": "Ron Perlman" } </script>
- 52. PLACE
- 53. PERSON
- 54. COMPANY
- 55. Enrich your Entities Make sure Google steals the right data
- 57. The good kind of zero-click-SERP Satisfied on SERP > Quick Site Visit Factual Representation > Excluded
- 58. Don‘t be left out from associated Entity Carousels
- 60. Outrank competitors with Featured Snippets they‘re one of your last prominent SERP Features
- 61. FEATURED SNIPPETS ARE PRETTY SEXY Jump above #1 Trust signal to searcher Brand awareness Voice Search responses
- 65. GSC data (past 3 months, top 1000 keywords per view) 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Rich Snippet CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Rich Snippet CTR Featured Snippet CTR CTR%(Secrets)
- 66. Not all Featured Snippets are sexy
- 67. Achieve Featured Snippets with transactional intent Prominence + trust = $$$
- 69. INFORMATIONAL NAVIGATIONALTRANSACTIONAL „Sixt Van Rental“ e.g. „Sixt login“e.g. „rent a car in London“ e.g. „what is a car“ Transactional + Informational
- 70. Making clickable Featured Snippets Bulkoutlistswithadditionalstepstowinthattasty„More items“option Enticing„buzzword“headlines Ensurecontentisusefulandunique(trustisstillvaluable evenwithzero-clicks) Compressedandrelevant images Tip:Comparison/top-funnel queriesmakegreatclickable FeaturedSnippets
- 71. Question KW Structured Answer Heading and Introduction! Visual aid! Fantastic additional content!
- 73. Sourcing and Scaling Snippet Enriching Content Provide quality content for humans, AND SERP enrichments
- 74. *Actually useful* content with SERP enriching qualities Content Source SERP Enrichment Service-Specific FAQs • Sales Teams • Customer Care • Operational Staff • Google Q&A • FAQ Rich Results • Featured Snippets User-generated Reviews (Managed) • Review Platform APIs • On-Site Review Widgets • Rich Results Specification / Data Tables • Product feeds • Database • Featured Snippets • Rich Results • Structured Snippets How-to Guides • Content Writers • Operational Staff • How-To Rich Results • Featured Snippets
- 75. Optimize your mobile thumbnails Checkquerieswithhighestmobiledevice impressionshareinGSC UseGoogleDevToolstocheckmobileSERPs Looklame? Addimageswithfocuscontentvisibleina centresquare EnsureoptimalOGimagesareset(sometimes takenasdefault)
- 79. Create GA Dashboards to Track SERP Feature Performance Evaluate their true impact before rolling out site-wide
- 80. 1. Export all URLs triggering a Rich Result from GSC
- 81. 2. Create your URL RegEx for the Segment =TEXTJOIN(“|“;TRUE;A2:A500)
- 82. 3. Create custom segments in GA for each Rich Result / Feature
- 83. Secret But Cool Numbers A really nice graph
- 84. Final Takeaways Incase you didn‘t listen and want something to show your boss
- 86. GOOD LUCK AND THANK YOU! izzismith.com Twitter: @izzionfire Email: me@izzismith.com Podcast: izzinilsshow.com