Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019
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This document summarizes Patrick Langridge's presentation on optimizing pages for featured snippets in Google search results. It discusses tracking the number of featured snippets over time for target keywords, analyzing the snippets and top-ranking pages to identify optimization opportunities, and implementing changes like rewriting page titles and content to improve the chances of winning featured snippets. It also provides tips on scaling the monitoring of snippets through scraping, including configuring the scraping tool and extracting relevant data from snippet results.
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Optimising for Featured Snippets Case Study - Patrick Langridge at Pubcon 2019
- 1. #pubcon Optimising for the SERPs: Two years chasing featured snippets Presented by Patrick Langridge
- 2. #pubcon @patlangridge Patrick Langridge Head of SEO at Screaming Frog @patlangridge
- 3. #pubcon @patlangridge Optimising for the SERPs Organic CTR decreasing?
- 9. #pubcon @patlangridge Avg CTR 2018 Avg CTR 2017 CTR Difference Lowest CTR 2018 Lowest CTR 2017 CTR Difference Average 1st position 42% 44% -2% 7% 16% -11% Average 2nd position 29% 32% -3% 8% 11% -3% Average 5th position 7% 9% -2% 2% 3% -1% CTR decrease
- 10. #pubcon @patlangridge Avg CTR 2018 Avg CTR 2017 CTR Difference Lowest CTR 2018 Lowest CTR 2017 CTR Difference Average 1st position 42% 44% -2% 7% 16% -11% Average 2nd position 29% 32% -3% 8% 11% -3% Average 5th position 7% 9% -2% 2% 3% -1% CTR decrease
- 11. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
- 12. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
- 13. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
- 14. #pubcon @patlangridge Click decrease Average position increase Clicks Avg Pos ‘18 Avg Pos 2017 Pos Difference Keyword 1 -7% 1.08 1.52 +0.44 Keyword 2 -78% 1.79 1.96 +0.17 Keyword 3 -52% 7.78 8.06 +0.28 Keyword 4 -47% 3.14 3.52 +0.38 Keyword 5 -25% 6.3 7.61 +1.31 Keyword 6 -33% 3.67 6 +2.33
- 15. #pubcon @patlangridge 1.Traffic was plateauing or even decreasing, without ranking position loss. 2.Anecdotally, we’d seen many featured snippets appearing for target keywords.
- 20. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
- 21. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
- 22. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
- 23. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
- 24. #pubcon @patlangridge • Is a snippet present or not? • Snippet URL (competitor page) • Snippet type (text paragraph, numbered list, bullet list, image) • Notes • Recommendations
- 26. #pubcon @patlangridge Complain about a dentist page – 7 featured snippets (Aug ’17) 20 featured snippets (Jul ‘19)
- 31. #pubcon @patlangridge Old Page Title: I’m about to become a father, what are my rights?
- 32. #pubcon @patlangridge New Page Title: How long and how much paternity leave am I entitled to?
- 40. #pubcon @patlangridge Aug ‘17 – 458 featured snippets Sept ‘19 – 756 featured snippets 298 additional featured snippets (65% increase)
- 41. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
- 42. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
- 43. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
- 44. #pubcon @patlangridge 1. There are caveats around tool accuracy – have the number of snippets really increased, or are the tools just better at finding them? 2. Our monitoring is monthly, so what happens during those monthly intervals? 3. Greater volatility more recently than in the past – many more new and lost snippets than previously. 4. We see snippets often being won and lost at a page level.
- 49. #pubcon @patlangridge Process Identify opportunities Reverse engineer the snippets and ranking page Implement changes to optimise pages Measure and repeat!
- 53. #pubcon @patlangridge Google of your choice! https://www.google.co.uk Search query parameter /search?q= Keywords with + symbols hmrc+complaints =CONCATENATE in Excel
- 54. #pubcon @patlangridge Google query string Find and replace spaces with + symbol =CONCATENATE(A2,B2) Google Doc template: https://bit.ly/2lAN5sE
- 56. #pubcon @patlangridge Configuration > Spider > Rendering > JavaScript Configuration > robots.txt > Settings > Ignore robots.txt Configuration > User-Agent > Present User Agents > Chrome Configuration > Speed > Max Threads = 1 > Max URI/s = 0.5
- 57. #pubcon @patlangridge Configuration > Custom > Extraction
- 58. #pubcon @patlangridge Configuration > Custom > Extraction Snippet page title: (//div[@class='ellip'])[1]/text() Snippet text paragraph: (//span[@class="e24Kjd"])[1] Snippet URL: (//div[@class="xpdopen"]//a/@href)[2]
- 62. #pubcon @patlangridge Scraping blog post: https://bit.ly/2kpK4ve Thanks for listening! @patlangridge patrick.langridge@screamingfrog.co.uk