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C-T-R-You Ready for 2021?! - On-SERP SEO Strategies

The document discusses upcoming trends and strategies for SEO in 2021, emphasizing the importance of a 'serp-to-satisfied' approach and the need to analyze user intent. It highlights the significance of rich results and featured snippets, as well as the integration of structured data to enhance visibility and engagement. The author also mentions upcoming changes like Google's passage ranking and the page experience update, which can impact search results and user experience.

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#SEOnerdSwitzerland C-T-R-You Ready for 2021? Izzi Smith, SEO Analyst, Ryte
Hiiii, I’m Izzi Smith ➔ Technical SEO Analyst @ Ryte ◆ Sparring partner ◆ Marketeer ➔ Previously worked in-house & consulting side ➔ Loves giving community talks ➔ Loves making lame jokes ➔ @izzionfire
https://izzismith.com/seo-memes/
https://perchance.org/seo-trends-2020
What will 2021 bring for our SERPs?
What will 2021 bring for our SERPs?
New Rich Results?
Google ends Rich Results for data-vocabulary New Results for Image Licenses Jan 2020 April / May 2020 💀 💬 🔬 FAQ Rich Results to be shown less frequently July 2020 New COVID-19 Announcement Rich Results Feb 2020 ✍ Rich Results Testing Tool out of beta July 2020
New Rich Results?
New Rich Results? Probably
AMP Stories?
Thanks https://samuelschmitt.com/google-amp-stories/
AMP Stories?
AMP Stories? Has high potential
Passage Ranking?
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Passage Indexing
“I think that the core myth is that it’s a thing. Because really it is just a smaller change where we try to help those who are not necessarily familiar with SEO or how to structure their content ... Because lots of people end up creating these long-winded pages that are having a hard time ranking for anything, because everything is so diluted in this long content. We are helping those.” https://www.searchenginejournal.com/google-passage-ranking-martin-splitt/388206/
Cindy Krum joins 302 of a Kind with Marcus Tandler & Izzi Smith
“It’s heartbreaking that language is a barrier to knowledge. Hopefully passages help surface stuff that’s not in your language, one passage at a time. This could be an easier lift than going for everything translated and entity-understood all at once.”
“Especially when there’s a hole in the web (when there’s no information there, or nothing of good quality). That matches back to what Martin (Splitt) was describing where if they’re struggling to find quality content on a specific thing and this seems to be the answer - that might get a passage.”
Passage Ranking?
Passage Ranking? Somewhat
0 click searches on the rise?
0 click searches on the rise? Inevitable
What makes sense to focus on in 2021?
How can I get the right visitors from the SERP to my website?
How can I uplift the amount of meaningful clicks to my pages?
How can I provide any and all positive refinement feedback?
Featured Snippets Relevant Ecosystem s Search Enhancements Rich Results
Bring on 2021
Bring on 2021 🎉
1. Develop a full “SERP-to-Satisfied” approach
What is this rubbish?
If you haven’t already, get rid of this: “Once they’re on the page, that’s not my problem anymore” behaviour!
A “SERP-to-Satisfied” approach
Searcher intent analysis
Searcher intent analysis
Searcher intent analysis Feature optimization
Searcher intent analysis Feature optimization Nurturing & Engagement
Searcher intent analysis Feature optimization Nurturing & Engagement User intent satisfaction
Searcher intent analysis Feature optimization Nurturing & Engagement User intent satisfaction
Searcher intent analysis Feature optimization Nurturing & Engagement User intent satisfaction
Searcher intent analysis Feature optimization Nurturing & Engagement User intent satisfaction
2. Categorize and properly target searcher intents
Searcher Intent Analysis Knowing which SERP feature is most likely to be displayed Knowing which page / content is the best for the job Understanding the most appropriate CTA to use and when Discovery of new topics and queries that can be targeted
Informational Transactional Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action
Informational Transactional Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action “Xbox vs Playstation” “How much is GTA 5” “Photoshop Download”
Informational Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action Looking for a quick fact? Answer Looking for a visual aid? Need more information on a specific topic? Visual Research Looking for an offline/physical location? Local Ready to make a purchase? Need more information before buying? Transactional Research Is the freshness of that information a crucial factor? Freshness Y Y Y Y N N N Y N N Y Y Navigational
Transactional Navigational Answer Visual Research Freshness Local Transactional Research
Transactional Navigational Answer Visual Research Freshness Local Transactional Research
That deserves its very own presentation, yo
Ryte Search Success
Generic transactional keywords SaaS transactional keywords price buy cost review cheap offer discount deal sale try about faq company price pricing licence license cost review demo trial customers free try about sales software tool faq company
compare alternative vs versus best top similar like company
Google KW Planner Data Commercial KW List
Other cool sources of topic research Commercial KW List
(This was my first ever Python usage)
GSC data Google Ads data
GSC data Google Ads data Status Quo
Some segment constellation ideas for query discovery Informational / Generic Looking for information on a given topic what | why | can | how | should | when Branded Navigational Looking to carry out a specific action with this brand’s service brand + [login | faq |support | help | contact | download | install] Local - Navigational Looking to visit a physical location near | store | -online | open Transactional / Research Looking for information about a specific product or service question modifyers + transactional modifyers Branded Research Looking for information about your product or service brand + question modifyers ⊻ transactional modifyers
Merge research from all intent types
Ryte Search Success
My epic query action list of 2021
Nominate the best content type for the intent Informational / Generic Looking for information on a given topic Blog / Knowledge Base Branded Navigational Looking to carry out a specific action with this brand’s service Help Center / FAQs Local - Navigational Looking to visit a physical location Local Store Pages Transactional / Research Looking for information about a specific product or service Blog / How-to Guides / FAQs Branded Research Looking for information about your product or service Comparison / Product Pages
Featured Snippets Relevant ecosystem s Search Enhancements Rich Results
1. Rich Results (powered by Structured Data) Product Recipe FAQs Top Stories
2. Featured Snippets, (powered by quality & structure)
3. Entity Results powered by the Topic Layer & Knowledge Graph Knowledge Panels Knowledge Cards
4. Snippet enhancements (powered by structure and navigation elements) One-Line Sitelinks Structured Snippets
Thanks @PaigeHobart! https://weareroast.com/news/serp-features-2019/
Thanks @samuelschmitt! https://app.samuelschmitt.com/
3. Roll-out scalable optimizations that enrich Snippets organically
https://www2.slideshare.net/IsobelSmith10/
Featured Snippet Informational intent satisfying Concise summaries Enhanced Structure Page Quality
Where’s my Featured Snippet?
I am in the Featured Snippet queue = ● Page quality needs to be improved ● Check the needs met of nominated & page content I am not in the Featured Snippet queue = ● See above ● Nominated content structure should be improved ● Check content can be pulled by doing a query + site search
Rich Results Required Schema markup Relevant query Regulation abiding Page Quality
Where’s my Rich Result?
Google has updated their requirements for this result ● Check the Google Search Results documentation ● Keep a Visual Ping on the relevant page The site has been perceived as low quality ● Do a site: search to check results ● If there are none, this could be a sign Google’s systems don’t view you as high quality enough There are syntax issues or parsing problems ● Check with Rich Results Testing Tool ● Fix any clear syntax issues or broken code A Rich Result isn’t relevant for this query ● Assess whether your rich result is assisting the experience of searchers You have a manual penalty for SD manipulation ● Check for any manual penalties in GSC ● Clean up the issue and submit for review
Rework your page templates & content briefings. E.g. Page templates Content briefings ❏ Table of Contents ❏ HTML anchors for each section ❏ CMS capabilities for simple HTML lists and tables ❏ Ability to float images beside nominated paragraph ❏ Automated SD for FAQs, How-to, etc. ❏ Provide one concise paragraph that summarises the topic in 40-60 words ❏ Reference any mentioned source ❏ Supplement the topic with a handy diagram ❏ Provide clear headings for each step
“Free two birds with one key”
Clear Headings & ToC = Featured Snippets + Fraggles
Table Structured Content = Table Featured Snippets + Structured Snippets