Lukasz Zelezny delivered this session at the MarTech Festival, 16th November, London. #MarTechFest

1. Search marketing
– the state of SEO
in 2017
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2. TACTIC1:
The Snapshot
Approach to
Keyword
Research
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8. @lukaszzelezny #seoandlove

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11. @lukaszzelezny #seoandlove
X 18,841= 1,893 visits
X 18,841= 3,294 visits
+1,401 visits

12. Calculate traffic index potential:
TI = SearchVolume x CTR[POS]
TIMAX = SearchVolume x CTR[1]
TIDIFF = TIMAX-TI

13. Calculate traffic index potential:
Sort by SearchVolume
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14. Calculate traffic index potential:
Sort by TIDiff
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15. Calculate traffic index potential:
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16. Download Spreadsheet
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17. Optimisation process – focus on:
- Title Tag Modification;
- Strong Tag;
- ALT Tag;
- IMG Filename;
- Additional paragraph(s) with text;
- Headers modfication H1 / H2 / H3;
- Internal links with keyword rich anchor.
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18. When to use:
- When you starting working on organic
performance
- For websites with established history of
rankings in SERPs
- When you QUICKLY need to prove that SEO
is worth
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19. Conclusions:
- dealing with keywords that already rank
- leveraging quality traffic
- utilizing multiple URLs
- playing search engine game
- delivering quick results
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20. TACTIC2:
GAP
ANALYSIS
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Send to inhouse copywriters

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28. TACTIC3:
Dealing with
AnswerBoxes
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33. Heading and Lists
• The heading should be worded so an
ordered list or unordered list is displaying
the answer.
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34. Heading and Paragraphs
• There should be an area within the page where the search
query and query results appears in a header (H1, H2, H3,
H4,), paragraph or list up to a max of 350 characters.
• The content you want to appear in the Featured Snippet
(the answer to the query) should be placed within the
<div> element of the page.
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35. Images
Image alt=“should be aligned to the keyword
in question or an answer to the keyword”
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36. Keyword that feature within the Answer Box or Featured
Snippet can change on a daily or weekly basis.
This may be due to google selecting a different variation of the
Featured Snippet algorithm.
Important elements:
• Page Title
• Meta description
• Page URL
• <H1>, <H2>, <H3>, <H4> tags
• <p>, <li>, <ol>, <ul>, <strong> <alt> tags
• Latest and newest content
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37. HOW TO FIND
KEYWORDS THAT
FIRE ANSWERBOX?
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44. AnswerBox
SERPs
HOW TO FIND
KEYWORDS
THAT FIRE
ANSWERBOX?
NICE METHOD
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3,700,000 x 0.0048 = 17,760

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Example for a food related website

51. Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

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Finding Keywords that trigger AnswerBoxes

62. AnswerBox
SERPs
When to use:
- When you’re dealing with established website
- When you’re dealing with industry leader
Conclusions:
- refreshing content is always good
- answering questions that customers may ask
- playing search engine game
delivering significant impact on CTR
Its better be than not to be there
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63. RESULTS
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67. Thanks!
☺
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