Practical Insights into Winning Featured Snippets - Searchmetrics Summit 2018
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How you can target and hunt beautiful Featured Snippets to increase traffic, organic visibility, conversions and brand awareness.
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Practical Insights into Winning Featured Snippets - Searchmetrics Summit 2018
- 1. PRACTICAL INSIGHTS INTO WINNING FEATURED SNIPPETS @izzionfire
- 2. @izzionfire
- 3. SIXT IS ON FIRE @izzionfire
- 4. SIXT IS ON FIRE @izzionfire
- 5. AGENDA 1. Search Appearance in 2018 2. Why Bother with Featured Snippets 3. Top Tips on Winning them 4. Sixt-cessful Case Studies 5. Tracking Snippet Generation 6. Key Takeaways @izzionfire
- 6. A QUICK LOOK AT SERP APPEARANCE IN 2018 @izzionfire
- 7. SERPs ARE ALWAYS EVOLVING @izzionfire
- 8. Entity data & Knowledge Graph Huge meta descriptions Structured meta descriptions & sitelinks Rich Snippets Carousels @izzionfire
- 11. PARAGRAPH – 60% Source: STAT @izzionfire
- 12. LIST – 29% Source: STAT @izzionfire
- 13. TABLE – 11% Source: STAT @izzionfire
- 14. IT‘S NO LONGER ENOUGH JUST TO RANK ON FIRST PLACE @izzionfire
- 15. WHY BOTHER WITH FEATURED SNIPPETS? ¯_(ツ)_/¯ @izzionfire
- 16. Increase the QUANTITY of your traffic Example: Featured Snippet for „automarken“ (EN: „car brands“) @izzionfire
- 17. Increase the QUANTITY of your traffic (GA Data YoY) @izzionfire
- 18. Increase the QUALITY of your traffic + 233% Bookings + 602% Revenue (GA Data YoY) @izzionfire
- 22. TOP TIPS ON WINNING FEATURED SNIPPETS @izzionfire
- 28. GOOGLE ANALYTICS • Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx @izzionfire
- 32. ASK YOUR PUBLIC Hotjar Surveys Forum Websites @izzionfire
- 33. PEOPLE ALSO ASK BOXES @izzionfire
- 34. *NEW* PEOPLE ALSO SEARCHED FOR @izzionfire
- 37. „FEATURED SNIPPETS ARE BAD, MMMK“ @izzionfire
- 38. TARGET KWs WITH CLICK INTENT @izzionfire
- 39. AVOID KEYWORDS WITH KNOWLEDGE CARD RESULTS @izzionfire
- 42. DO: - BE FACTUAL - PROVIDE SUPPORTING DATA & SOURCES - WRITE IT FOR HUMANS - FORGET KEYWORD DENSITY (pls) @izzionfire
- 43. @izzionfire
- 44. STRUCTURE ANSWER CONTENT WITH THE MOST RELEVANT FORMAT @izzionfire
- 45. (W) / IS / DO QUESTIONS: PARAGRAPHS @izzionfire
- 46. PARAGRAPH SWEET SPOT: 40-50 WORDS @izzionfire
- 47. PREPOSITIONS & PLURALS: LISTS WITH CLEAR HEADERS @izzionfire
- 48. PREPOSITIONS & PLURALS: LISTS WITH CLEAR HEADERS @izzionfire
- 49. „HOW TO“ / METHODS: HTML <OL> <UL> LISTS @izzionfire
- 50. WHEN POSSIBLE… BULK OUT YOUR LISTS @izzionfire
- 51. @izzionfire
- 52. @izzionfire
- 53. COMPARISONS & NUMERICAL DATA: HTML TABLES @izzionfire
- 54. COMPARISONS & NUMERICAL DATA: HTML TABLES @izzionfire
- 55. PROVE YOU‘RE AN EXPERT ON THE TOPIC @izzionfire
- 59. @izzionfire
- 60. RICH SNIPPETS ARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ = @izzionfire
- 62. Data Schema Mark up Search Engine Understanding ☺+ = @izzionfire
- 67. @izzionfire
- 68. 4:3 aspect ratio tinypng <600px Topic Relevant @izzionfire
- 70. SC -> CRAWL -> FETCH AS GOOGLE @izzionfire
- 72. @izzionfire
- 73. NEW! WHERE ARE YOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com @izzionfire
- 74. NEW! WHERE ARE YOU IN THE SNIPPET QUEUE? [Query –site:featuredsnippetdomain.com AND –secondsnippet.com AND –third.com] @izzionfire
- 75. DON‘T LOSE FAITH <3 @izzionfire
- 77. TEST WHERE GOOGLE TESTS @izzionfire
- 78. CASE STUDY 1. TRANSACTION INTENT KEYWORDS @izzionfire
- 79. CAR MODEL + RENTAL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3 @izzionfire
- 80. BRAND AWARENESS IN THE UK Google Trends Data 2013 - 2018
- 81. SOLUTION? WE NEED RICHER SNIPPETS! @izzionfire
- 82. BUT… @izzionfire
- 83. WHAT DID WE DO @ SIXT @izzionfire
- 84. LOOK TO THE KINGS OF WELL-STRUCTURED CONTENT I want that! @izzionfire
- 85. CAR MODEL SNIPPET HYPOTHESIS Car Model Data Table Structure RICH Snippet + =Car Schema Mark-up+ @izzionfire
- 86. CAR DATA HTML TABLES @izzionfire
- 87. CAR SPECIFICATIONS SCHEMA MARK-UP @izzionfire
- 89. @izzionfire
- 90. @izzionfire
- 93. RESULTS Sixt.com Sixt.co.uk Car Model Pages Generating a Snippet: 18% Bookings: +41% Sessions: +46% Bookings: +48% Sessions: +183% Car Model Pages Generating a Snippet: 28% YoY Data from GA Organic @izzionfire
- 94. RESULTS ✓Increased revenue & traffic (always nice) ✓Most Organic rankings stable on #1 for 1 year now ✓Other Worldwide Sixt domains are prepared for the gradual Google roll-out (already occuring) ✓Additional brand awareness ✓Google Voice Search response: „here is information from Sixt rent a car“ ✓A pretty sweet formula for Featured Snippets @izzionfire
- 95. CASE STUDY 2. RESTRUCTURING CONTENT @izzionfire
- 99. CASE STUDY 3. CREATING „SNIPPET HUBS“ @izzionfire
- 100. @izzionfire
- 101. @izzionfire
- 102. TADAAAA @izzionfire
- 103. HOW TO TRACK YOUR SNIPPETS @izzionfire
- 104. FANCY NEW STUFF FROM SEARCHMETRICS @izzionfire
- 108. CARRY OUT PROBLEM AND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH) @izzionfire
- 109. PROVIDE EPIC, USER-FOCUSED CONTENT THAT SERVES A NEED @izzionfire
- 110. ENSURE YOUR CONTENT IS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP) @izzionfire
- 111. @izzionfire
- 112. THANKS FOR LISTENING, AND GOOD LUCK! IG / Twitter: @izzionfire Facebook: https://www.facebook.com/izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/ @izzionfire