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1#seocamp
Which content is king today?
SEO Content Strategy in 2017
Helga Bendea
2#seocamp
Which content is king for search engines?
Great SEO content
answers your users’ questions, it
meets their needs & expectations
and is suitable for your
TARGET
is easily accessible and interpreted
by target users and search engines
thanks to its
STRUCTURE
has a very good quality level
and is trustworthy because its
source is recognized for its
AUTHORITY
3#seocamp
SEO-friendly content and UX
TARGET STRUCTURE
AUTHORITY
…can I trust this
website?
NOT TRUSTWORTHY
…that’s not what I
was looking for!
NOT for ME
…I can’t find what
I’m looking for…
NOT so ACCESSIBLE
Ideal content both
for SEO and the
user complies with
these 3 criteria
…perfect!
4#seocamp
Effective SEO Content Strategy
Target
Creating personalised
content for each phase of
the customer journey
and adapting it to the
buyer personas it targets
Structure
Structuring content in an
accessible format for
search engines, without
overlooking user
experience
Authority
Developing website
authority: a quality
backlink profile and most
importantly, a brand that
search engines associate to
its products and industry
Here are the key aspects to consider in order to develop an effective SEO content strategy
5#seocamp
TargetCustomer journey and buyer personas
6#seocamp
Customer journey and buyer personas
The purpose of targeted
content is to effectively
guide buyer personas
through the different phases of
the customer journey by
providing them with
personalised information
Channel, content type and
information personalisation
based both on the buyer
persona and the customer
journey phases
UX, design, register
personalisation.
Consistent with a buyer
persona for the whole user
journey
BUYER
PERSONA
Awareness Evaluation
DecisionLoyalty
7#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
8#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
9#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
10#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
11#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
12#seocamp
EVALUATIONLOYALTY
Customer journey and buyer personas | Automotive
AWARENESS
DECISION
DISPLAY
SEO
SEM
SOCIAL
MEDIA
OFFLINE Product category
Brand names
used
cars
electric
cars
suv
peugeot
ford
News
Opinions
car news
General article
Brochure
Category pages
FAQ
Videos
Images
Review
(3rd-party source)
News
SEO
SEM SOCIAL
MEDIA
OFFLINE
DEM
Detailed product
page
Model
namePrice
Product
details
Car configurator
Test drive and reviews
ford focus
reviews
peugeot 3008 price
toyota chr
trunk
audi
configurator
Test drive
Car configurator
Get a quote
Offer and price pages
SEO
SEM
DEM
RETARGETING
OFFLINE
Model name+
versions /
trims
Deals and
offers
Test drive
Place + Car dealers
test drive audi
q7
citroën deals
volkswagen polo
5 gti
london bmw
deales
Dealer locator
pages
Offer and deals
pages
Pages for detailed
versions / trims
Test drive &
Get a quote
SEO
SEM DEM
Mobile APP
OFFLINE
Warranty and insurance
Assistance
Accessories
Car parts
renault
assistance
volkswagen
parts
ford accessories/
insurance
New car
Pages for parts
and accessories
Pages for after-
sales services
CUSTOMER JOURNEY
B
U
Y
E
R
P
E
R
S
O
N
A
S
Buyer Personas
Young
couple
Big family
Businessman
Nerd
Personalisation
UX
Register Design
Mood
Channels and
content
Information
type
Channel
Search
intent
Keyword Content
Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
13#seocamp
Optimising for buyer personas | Automotive
P
E
R
S
O
N
A
L
I
S
A
T
I
O
N
UX | REGISTER | MOOD | WEB DESIGN – Consistent for the same buyer persona
Media
channels and
content type
Information
type
▪ Offline (TV ads)
▪ Display
▪ Videos
▪ Images
▪ Short articles
▪ Family car categories
▪ Family car reviews
▪ Prices and / or car
deals
▪ SEO and SEM
▪ Social media
▪ Forums
▪ Detailed product pages
▪ Tools and forms
▪ Details about the car
(dimensions, fuel
consumption, safety)
▪ Car configurator
▪ Test drive & Get a quote
▪ SEO and SEM
▪ DEM
▪ Retargeting
▪ Tools and forms
▪ Other detailed information
▪ Information on car dealers
▪ Get a quote, test drive
▪ Deals and car scrappage
schemes
▪ After-sales service
▪ Mobile App
▪ SEO and SEM
▪ DEM
▪ Accessories pages
▪ After-sales service pages
▪ Accessories
▪ Warranty
▪ After-sales service
▪ Car maintenance tips
▪ Car parts
CUSTOMER JOURNEY
AWARENESS EVALUATION DECISION LOYALY
BIG
FAMILY
14#seocamp
▪ The different phases of the customer journey actually represent a
continuum: for this reason, some search intents, keywords and
content items can successfully become part of different moments in
the customer journey.
▪ As a result of the changes in consumers’ online navigation
behaviour in the mobile era, the whole conversion process is
more and more influenced by:
▪ offline communication
▪ micro-moment navigation behaviour*
▪ pre-shopping online searches (Zero Moment of Truth) *
Key points | Target
(*) Google research: https://www.thinkwithgoogle.com/collections/micromoments.html and
https://www.thinkwithgoogle.com/research-studies/zmot-auto-study.html
15#seocamp
StructureRich Snippets | Rich Cards and Knowledge Graph | Featured Snippets
16#seocamp
Google Search Results Types
▪ Organisations
▪ People
▪ Books
▪ Films
▪ Music
▪ Cars
▪ Places
▪ Encyclopaedia (Biology, Chemistry, Maths, etc.)
▪ Nutrition
▪ Weather
▪ Sports (football, etc.)
▪ Google Finance
▪ Sitelinks
▪ Breadcrumbs
▪ Sitelinks Search Box
▪ Products (rating, price etc.) and Cars (on google.com)
▪ Recipes (rating, calories, preparation time)
▪ Events (date, place, website) et Courses (on google.com)
▪ AMP News
▪ News (top stories)
▪ Videos (news and AMP)
▪ Local results (rating, website, phone, business hours, etc.)
▪ Organisations and People (links to websites and social profiles)
▪ Books, Films et Music (rating; purchase on google.com)
▪ Cars (rating)
▪ App install
Structural
Vertical
search
Classic
Mobile
Integrated into
the Knowledge
Graph
Featured Snippets
▪ Paragraph ▪ List ▪ Table
Rich Cards and
Knowledge Graph
Rich Snippets
17#seocamp
Main features of Google results
Rich Snippets Featured Snippets Rich cards and KG
Extra content such as other links,
rating (“stars”), price, information,
images…
Paragraph, list or table with or
without image(s) + link to the
website
Rich cards or panels, carrousels, answer
boxes + links to related Google searches,
rarely to other websites
Rich snippets extracted form a
webpage displayed in Google results
Direct answer to a search query (answer
box) extracted from a webpage
Rich cards or panels compiled by Google using
information from other websites for significant entities
Implementing structured data
(JSON-LD, Microdata or RDFa)
mark up for the elements displayed in the
rich snippet or included in KG cards
Structuring page content as a direct
answer to a search query (definitions,
instructions, lists); no structured data
needed
Authority and on & off-line activity of
the entity; website and social
profiles; structured data
More visibility for the website, with a
positive impact on CTR and more targeted
visitors to the website thanks to rich
snippets
Highest visibility with position zero
ranking before any other SEO results +
“classic” snippet as well
Few links to other websites: Wikipedia, other sources
preferred by Google or links / ratings / actions similar to rich
snippets (integration is possible with structured data
implementation and registration request in some cases)
18#seocamp
Structural Rich Snippets
Type Optimisation
▪ Breadcrumbs and
Sitelinks: every website with a
well-developed structure
▪ SitelinksSearchbox: big
well-structured websites
▪ Sitelinks: no specific optimisation, Google chooses the sitelinks
to display, their number and format. Sitelink demotion feature no
longer available in Search Console (Oct. 2016)
▪ Breadcrumbs: breadcrumbs visible on page + specific
structured data mark up
▪ Searchbox: internal search engine + specific structured data in
the homepage + canonical URL for the homepage
https://developers.google.com/search/docs/data-types/breadcrumbs
https://developers.google.com/search/docs/data-types/sitelinks-searchbox
Resources | Examples
19#seocamp
Resources | Examples
▪ Products: e-commerce
websites or websites containing
product / offer / aggregate
product pages
▪ Recipes: recipe websites, AMP
pages displayed in the carrousel
can be created
▪ Events
▪ Products: specific structured data (price, rating, availability,
image, brand, etc.)
▪ Recipes: specific structured data (rating, preparation time,
calories, image, ingredients, instructions, etc.)
▪ Events: specific structured data (date and time, event name,
address, link to buy tickets, ticket price, etc.)
▪ Reviews and rating: refer to a specific product/recipe, 5-
point scale, or mark up best and worst rating for other rating
systems, AggregateRating to show the average score
https://developers.google.com/search/docs/data-types/products
https://developers.google.com/search/docs/data-types/recipes
https://developers.google.com/search/docs/data-types/events
https://developers.google.com/search/docs/data-types/reviews
Classic Rich Snippets
Type Optimisation
20#seocamp
Resources | Examples
▪ Car manufacturer websites,
blogs, car review and used car
websites
▪ Currently car rich snippets are
displayed only on Google.com
▪ Specific structured data – Schema.org Car markup containing
different information, some are similar to Product markup (price,
availability, brand, image, rating) and specific extra information
related to cars (dimensions, engine, fuel consumption, fuel type,
km, etc.)
http://carinsearch.org/
http://schema.org/Car
Cars Rich Snippets
Type Optimisation
21#seocamp
AMP Rich Snippets
Type Optimisation
▪ Available for mobile search
queries
▪ AMP News: all websites
included in Google News
▪ AMP (other types): other
editorial websites (for instance
recipe websites) and other
categories in the future
▪ AMP News: website registered in Google News + creating an
AMP version for each article with an URL on the same domain of
the main website (subdomain or subfolder) + canonical URL to
the non-AMP article and rel amphtml + validating AMP pages
and AMP status report and errors in Search Console + specific
structured data for articles (title, image, date and time; video
markup) + first click free or article summary for subscription-
based websites
▪ AMP (other types): same optimisations, except for Google
News registration + specific structured data based on website
type (recommended)
Resources | Examples
https://www.ampproject.org/
https://developers.google.com/search/docs/data-types/articles
https://support.google.com/news/publisher/?hl=fr#topic=43598
66
22#seocamp
News Rich Snippets
Type Optimisation
▪ Available for mobile and
desktop queries
▪ News: all websites and blogs
included in Google News
▪ News: website registered in Google News + specific structured
data for articles - Article, NewsArticle or BlogPosting for title and
image + Sitemap for Google News + frequent website updates
▪ The VideoObject mark up can only be used on AMP
pages and other elements of the article such as the date are
ignored for non-AMP pages
Resources | Examples
https://developers.google.com/search/docs/data-types/articles
https://support.google.com/news/publisher/?hl=fr#topic=43598
66
23#seocamp
Video Rich Snippets
Type Optimisation
▪ News: websites with an AMP
version that are also included in
Google News
▪ Other AMP videos: other
websites with an AMP version
that publish videos
▪ YouTube videos: very often
video rich snippets are displayed
for YouTube videos
▪ News: website registered in Google News with an AMP version
+ specific structured data for videos (VideoObject - name,
description, thumbnail, date, duration, etc.)
▪ Other AMP videos: specific structured data for videos
(VideoObject - name, description, thumbnail, date, duration, etc.)
▪ YouTube videos: optimizing the YouTube channel and the
videos published on this platform in order to rank in Google
organic search results
Resources | Examples
https://developers.google.com/search/docs/data-types/videos
24#seocamp
Local results Rich Snippets
Type Optimisation
▪ Local results: organisations,
institutions, shops, companies,
restaurants and other local
businesses
▪ Links in local results pointing to
the local business website,
booking websites, review
websites, call and directions
buttons.
▪ Creating, verifying and managing a Google My Business page
(include the address, business hours, phone, manage reviews,
pictures). Google displays the information provided via Google My
Business in its search results and contact mark up on the website
does not overwrite the contacts in Google My Business.
▪ Specific structured data: name, image, address, website,
phone, business hours + ReserveAction / OrderAction –
reservation page or delivery order page (registration needed too)
+ registration form for displaying carousel restaurant listings (new
feature).
▪ Website registered with Google Search Console +
partnerships with important local websites (very useful
for a quality backlink profile)
Resources | Examples
https://www.google.fr/intl/fr/business/ https://developers.google.com/search/docs/data-types/local-businesses
https://developers.google.com/search/docs/guides/enhance-site
25#seocamp
Local results Rich Snippets
26#seocamp
Rich Snippets in the KG
Organisations and People
Type Optimisation
▪ Links to the official website
and social profiles (available on
google.com)
▪ Logo and pictures extracted
from the website, G+ / Google
My Business profile or other
websites.
▪ The links on the contacts or
other information point to
Google related search queries.
▪ Specific structured data: name, official websites, links to social
profiles with sameAs + phone (ContactPoint – available on
google.com) and logos for the organisations.
▪ If contact information is not included, Google can display
business contact information found on other websites.
▪ Starting from February 2017: organisations have the possibility to
edit their KG. To edit the KG, you need to get recognised as an
official representative (site owner, Search Console, G+ or
YouTube account), sign in to Google using the official recognised
account, suggest a change in the KG card and wait for Google to
review your change request.
Resources | Examples
https://developers.google.com/search/docs/data-types/social-profile-links
https://developers.google.com/search/docs/data-types/corporate-contacts
https://developers.google.com/search/docs/data-types/logo
https://support.google.com/websearch/answer/6325583?p=kg_edit&rd=1
27#seocamp
Rich Snippets in the KG
Books, Films and Music
Type Optimisation
▪ Books: links to review websites
and online e-book retailers
(currently available on
google.com)
▪ Films: links to review websites
(also displayed on google.fr) and
purchase websites (only on
google.com)
▪ Music: links to online
streaming websites to listen to
the song (only on google.com)
▪ Books: Currently options for buying the book displayed only for
the main e-book retailers. Registration form to have the purchase
button displayed + specific structured data for books and reviews
+ ReadAction for buying the e-book with a direct link to the
purchase page.
▪ Films: Registration form to have the purchase button displayed
+ specific structured data for films and reviews + ViewAction
with a link to an information page or WatchAction with a link
to a purchase page or a page where users can watch the film.
▪ Music: Registration form to have the purchase button displayed
+ specific structured data for MusicGoup / MusicAlbum +
ListenAction for listening online to the song.
Resources | Examples
https://developers.google.com/search/docs/data-types/books
https://developers.google.com/search/docs/data-types/tv-movies
https://developers.google.com/search/docs/data-types/music
28#seocamp
Rich Snippets in the KG
Cars
Type Optimisation
▪ Link to car reviews (available
only for specific models and
brands)
▪ Images extracted from
different websites (car
manufacturer official brand site
and other automotive industry
websites) pointing to a Google
image search
▪ Links pointing to related
Google searches for car
trims or versions
▪ Specific structured data for cars and aggregateRating for
reviews
Resources | Examples
http://schema.org/Car
29#seocamp
Cars Knowledge Graph
No Knowledge Graph
30#seocamp
Nutrition | Sports Knowledge Graph
31#seocamp
Weather | Finance Knowledge Graph
32#seocamp
15,4%
+ 300%
22,7%
+ 1.700%
Significant increase of FS in
SERPs starting from 07/2015;
higher increase registered only
for PAA (people also asked).
Often displayed together.
FS PAA
82% 11% 7%
Paragraph List Table
Featured Snippets or Position # Zero
81%
FS extracted from
the top 5 results
50%
Vocal searches in
2020
▪ Identifying opportunities
▪ Creating or adapting content
▪ Structure: tables, lists, h1, h2
▪ 1 page = 1 answer
+ VISIBILITY
+ CTR
+ TRAFFIC
+ AUTHORITY
Sources: https://moz.com/blog/infinite-people-also-ask-boxes http://mozcast.com/features STATS Search Analytics research: https://www.slideshare.net/RobBucci/deep-diving-into-featured-snippets-how-to-earn-more-and-rise-to-the-top
33#seocamp
Paragraph Featured Snippets
Type Optimisation
▪ Clearly defining a concept or
topic (ideally in the first
paragraph) or answering a
specific question.
▪ May be displayed as an answer
to a specific search query
(example: SUV), or to questions
(what / where / when / which /
who / how) for which no
answer can be found in the
Knowledge Graph
▪ General SEO optimisations (title, URL, meta description, etc.) in
order to rank in the first page (ideally top 5 results)
▪ Using keywords or the search query question in the H1
and the title tags
▪ Writing a definition of around 45 – 50 words (290 characters) -
max. displayed by Google: 97 words (752 characters) *
▪ Using the <p> tag to define the paragraph
▪ A horizontal image of 900 x 505 (resized by Google in the
snippet to a 285 x 160 image) *
Resources | Examples
* https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
34#seocamp
List or Table Featured Snippets
Type Optimisation
▪ Instruction or element list
providing a quick and clear
answer to the search query
▪ May be displayed as an
answer to a search query
that implies listing or
classifying different
instructions, phases, elements,
features (examples: car prices,
fastest cars in the world, DIY –
how to change a tire, symptoms,
recipes)
▪ General SEO optimisations (title, URL, meta description, etc.) in
order to rank in the first page (ideally top 5 results)
▪ Using keywords or the search query question in the H1
and the title tags
▪ Using the <ul> or <ol> tags (lists) or <table> tags (tables)
▪ Lists: on average Google displays 4 list items and 10 words
per item * (max. 8 items and 56 words per item)
▪ Tables: on average Google displays 4 rows and 3 columns*
▪ A horizontal image of 900 x 505 (resized by Google in the
snippet to a 285 x 160 image) *
Resources | Examples
* https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
35#seocamp
▪ The evolution in Google’s search result types is
following current trends: adapting to online users’
behaviour and search intents, to mobile devices and
conversational vocal searches.
▪ Google search results allowing a website to obtain higher
visibility than classic snippets will become increasingly
frequent and diversified.
▪ Some search results types (KG) are less influenced by
structural optimisations, while others (featured snippets)
are not limited to big websites and brands, but can appear
for every website with optimised content.
Key points | Structure
36#seocamp
AuthorityContent | Website | Off-site and off-line strategies
37#seocamp
Which are the main authority signals?
CONTENT WEBSITE OFF-SITE OFF-LINE
Expertise
RelevanceUtility
Accessibility
Freshness
Virality
Exclusivity
Internal linking
Cohesion and
coherence
Content structure
and richness
Backlink profile
Social signals
Online and
brand PR
Online reputation
Offline and brand PR
Offline products
and services
Events
Ranking factors and signals
Niche search
queries
Industry
search queries
More general
search queries
Long tailSearch queries
Local
websites or
businesses
Big brandsSmall websites or highly
specialised blogs
Niche websites,
blogs or brands
Popular brands
of a specific
industry
Types of websites
Featured
snippets
Knowledge
Graph
Rich Snippets
Featured
snippets and
vertical search
Classic results
Search results Local
results
38#seocamp
▪ The authority perceived by search engines is the result of a
complex assessment of the quality levels for the
following aspects: content, website, off-site and off-line
signals.
▪ Several ranking factors and signals are analysed for each
aspect. Success and results are determined by a strategic
equilibrium among these elements, which varies for different
types of websites or businesses.
Key points | Authority
39#seocamp
Key features of “king” content
Easy and
quick access
to content
and
information
Useful and
relevant to the
buyer
personas in
their customer
journey
Optimised for
Google’s
“privileged”
search results
Good overall
quality level of
the content
and the
website
40#seocamp
Thank you
Questions
Helga Bendea
SEO Lead
Accenture Interactive Italy
helga.andreea.bendea@accenture.com
www.linkedin.com/in/helgabendea

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SEO Content Strategy in 2017 - Helga Bendea

  • 1. 1#seocamp Which content is king today? SEO Content Strategy in 2017 Helga Bendea
  • 2. 2#seocamp Which content is king for search engines? Great SEO content answers your users’ questions, it meets their needs & expectations and is suitable for your TARGET is easily accessible and interpreted by target users and search engines thanks to its STRUCTURE has a very good quality level and is trustworthy because its source is recognized for its AUTHORITY
  • 3. 3#seocamp SEO-friendly content and UX TARGET STRUCTURE AUTHORITY …can I trust this website? NOT TRUSTWORTHY …that’s not what I was looking for! NOT for ME …I can’t find what I’m looking for… NOT so ACCESSIBLE Ideal content both for SEO and the user complies with these 3 criteria …perfect!
  • 4. 4#seocamp Effective SEO Content Strategy Target Creating personalised content for each phase of the customer journey and adapting it to the buyer personas it targets Structure Structuring content in an accessible format for search engines, without overlooking user experience Authority Developing website authority: a quality backlink profile and most importantly, a brand that search engines associate to its products and industry Here are the key aspects to consider in order to develop an effective SEO content strategy
  • 6. 6#seocamp Customer journey and buyer personas The purpose of targeted content is to effectively guide buyer personas through the different phases of the customer journey by providing them with personalised information Channel, content type and information personalisation based both on the buyer persona and the customer journey phases UX, design, register personalisation. Consistent with a buyer persona for the whole user journey BUYER PERSONA Awareness Evaluation DecisionLoyalty
  • 7. 7#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 8. 8#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 9. 9#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 10. 10#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 11. 11#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 12. 12#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  • 13. 13#seocamp Optimising for buyer personas | Automotive P E R S O N A L I S A T I O N UX | REGISTER | MOOD | WEB DESIGN – Consistent for the same buyer persona Media channels and content type Information type ▪ Offline (TV ads) ▪ Display ▪ Videos ▪ Images ▪ Short articles ▪ Family car categories ▪ Family car reviews ▪ Prices and / or car deals ▪ SEO and SEM ▪ Social media ▪ Forums ▪ Detailed product pages ▪ Tools and forms ▪ Details about the car (dimensions, fuel consumption, safety) ▪ Car configurator ▪ Test drive & Get a quote ▪ SEO and SEM ▪ DEM ▪ Retargeting ▪ Tools and forms ▪ Other detailed information ▪ Information on car dealers ▪ Get a quote, test drive ▪ Deals and car scrappage schemes ▪ After-sales service ▪ Mobile App ▪ SEO and SEM ▪ DEM ▪ Accessories pages ▪ After-sales service pages ▪ Accessories ▪ Warranty ▪ After-sales service ▪ Car maintenance tips ▪ Car parts CUSTOMER JOURNEY AWARENESS EVALUATION DECISION LOYALY BIG FAMILY
  • 14. 14#seocamp ▪ The different phases of the customer journey actually represent a continuum: for this reason, some search intents, keywords and content items can successfully become part of different moments in the customer journey. ▪ As a result of the changes in consumers’ online navigation behaviour in the mobile era, the whole conversion process is more and more influenced by: ▪ offline communication ▪ micro-moment navigation behaviour* ▪ pre-shopping online searches (Zero Moment of Truth) * Key points | Target (*) Google research: https://www.thinkwithgoogle.com/collections/micromoments.html and https://www.thinkwithgoogle.com/research-studies/zmot-auto-study.html
  • 15. 15#seocamp StructureRich Snippets | Rich Cards and Knowledge Graph | Featured Snippets
  • 16. 16#seocamp Google Search Results Types ▪ Organisations ▪ People ▪ Books ▪ Films ▪ Music ▪ Cars ▪ Places ▪ Encyclopaedia (Biology, Chemistry, Maths, etc.) ▪ Nutrition ▪ Weather ▪ Sports (football, etc.) ▪ Google Finance ▪ Sitelinks ▪ Breadcrumbs ▪ Sitelinks Search Box ▪ Products (rating, price etc.) and Cars (on google.com) ▪ Recipes (rating, calories, preparation time) ▪ Events (date, place, website) et Courses (on google.com) ▪ AMP News ▪ News (top stories) ▪ Videos (news and AMP) ▪ Local results (rating, website, phone, business hours, etc.) ▪ Organisations and People (links to websites and social profiles) ▪ Books, Films et Music (rating; purchase on google.com) ▪ Cars (rating) ▪ App install Structural Vertical search Classic Mobile Integrated into the Knowledge Graph Featured Snippets ▪ Paragraph ▪ List ▪ Table Rich Cards and Knowledge Graph Rich Snippets
  • 17. 17#seocamp Main features of Google results Rich Snippets Featured Snippets Rich cards and KG Extra content such as other links, rating (“stars”), price, information, images… Paragraph, list or table with or without image(s) + link to the website Rich cards or panels, carrousels, answer boxes + links to related Google searches, rarely to other websites Rich snippets extracted form a webpage displayed in Google results Direct answer to a search query (answer box) extracted from a webpage Rich cards or panels compiled by Google using information from other websites for significant entities Implementing structured data (JSON-LD, Microdata or RDFa) mark up for the elements displayed in the rich snippet or included in KG cards Structuring page content as a direct answer to a search query (definitions, instructions, lists); no structured data needed Authority and on & off-line activity of the entity; website and social profiles; structured data More visibility for the website, with a positive impact on CTR and more targeted visitors to the website thanks to rich snippets Highest visibility with position zero ranking before any other SEO results + “classic” snippet as well Few links to other websites: Wikipedia, other sources preferred by Google or links / ratings / actions similar to rich snippets (integration is possible with structured data implementation and registration request in some cases)
  • 18. 18#seocamp Structural Rich Snippets Type Optimisation ▪ Breadcrumbs and Sitelinks: every website with a well-developed structure ▪ SitelinksSearchbox: big well-structured websites ▪ Sitelinks: no specific optimisation, Google chooses the sitelinks to display, their number and format. Sitelink demotion feature no longer available in Search Console (Oct. 2016) ▪ Breadcrumbs: breadcrumbs visible on page + specific structured data mark up ▪ Searchbox: internal search engine + specific structured data in the homepage + canonical URL for the homepage https://developers.google.com/search/docs/data-types/breadcrumbs https://developers.google.com/search/docs/data-types/sitelinks-searchbox Resources | Examples
  • 19. 19#seocamp Resources | Examples ▪ Products: e-commerce websites or websites containing product / offer / aggregate product pages ▪ Recipes: recipe websites, AMP pages displayed in the carrousel can be created ▪ Events ▪ Products: specific structured data (price, rating, availability, image, brand, etc.) ▪ Recipes: specific structured data (rating, preparation time, calories, image, ingredients, instructions, etc.) ▪ Events: specific structured data (date and time, event name, address, link to buy tickets, ticket price, etc.) ▪ Reviews and rating: refer to a specific product/recipe, 5- point scale, or mark up best and worst rating for other rating systems, AggregateRating to show the average score https://developers.google.com/search/docs/data-types/products https://developers.google.com/search/docs/data-types/recipes https://developers.google.com/search/docs/data-types/events https://developers.google.com/search/docs/data-types/reviews Classic Rich Snippets Type Optimisation
  • 20. 20#seocamp Resources | Examples ▪ Car manufacturer websites, blogs, car review and used car websites ▪ Currently car rich snippets are displayed only on Google.com ▪ Specific structured data – Schema.org Car markup containing different information, some are similar to Product markup (price, availability, brand, image, rating) and specific extra information related to cars (dimensions, engine, fuel consumption, fuel type, km, etc.) http://carinsearch.org/ http://schema.org/Car Cars Rich Snippets Type Optimisation
  • 21. 21#seocamp AMP Rich Snippets Type Optimisation ▪ Available for mobile search queries ▪ AMP News: all websites included in Google News ▪ AMP (other types): other editorial websites (for instance recipe websites) and other categories in the future ▪ AMP News: website registered in Google News + creating an AMP version for each article with an URL on the same domain of the main website (subdomain or subfolder) + canonical URL to the non-AMP article and rel amphtml + validating AMP pages and AMP status report and errors in Search Console + specific structured data for articles (title, image, date and time; video markup) + first click free or article summary for subscription- based websites ▪ AMP (other types): same optimisations, except for Google News registration + specific structured data based on website type (recommended) Resources | Examples https://www.ampproject.org/ https://developers.google.com/search/docs/data-types/articles https://support.google.com/news/publisher/?hl=fr#topic=43598 66
  • 22. 22#seocamp News Rich Snippets Type Optimisation ▪ Available for mobile and desktop queries ▪ News: all websites and blogs included in Google News ▪ News: website registered in Google News + specific structured data for articles - Article, NewsArticle or BlogPosting for title and image + Sitemap for Google News + frequent website updates ▪ The VideoObject mark up can only be used on AMP pages and other elements of the article such as the date are ignored for non-AMP pages Resources | Examples https://developers.google.com/search/docs/data-types/articles https://support.google.com/news/publisher/?hl=fr#topic=43598 66
  • 23. 23#seocamp Video Rich Snippets Type Optimisation ▪ News: websites with an AMP version that are also included in Google News ▪ Other AMP videos: other websites with an AMP version that publish videos ▪ YouTube videos: very often video rich snippets are displayed for YouTube videos ▪ News: website registered in Google News with an AMP version + specific structured data for videos (VideoObject - name, description, thumbnail, date, duration, etc.) ▪ Other AMP videos: specific structured data for videos (VideoObject - name, description, thumbnail, date, duration, etc.) ▪ YouTube videos: optimizing the YouTube channel and the videos published on this platform in order to rank in Google organic search results Resources | Examples https://developers.google.com/search/docs/data-types/videos
  • 24. 24#seocamp Local results Rich Snippets Type Optimisation ▪ Local results: organisations, institutions, shops, companies, restaurants and other local businesses ▪ Links in local results pointing to the local business website, booking websites, review websites, call and directions buttons. ▪ Creating, verifying and managing a Google My Business page (include the address, business hours, phone, manage reviews, pictures). Google displays the information provided via Google My Business in its search results and contact mark up on the website does not overwrite the contacts in Google My Business. ▪ Specific structured data: name, image, address, website, phone, business hours + ReserveAction / OrderAction – reservation page or delivery order page (registration needed too) + registration form for displaying carousel restaurant listings (new feature). ▪ Website registered with Google Search Console + partnerships with important local websites (very useful for a quality backlink profile) Resources | Examples https://www.google.fr/intl/fr/business/ https://developers.google.com/search/docs/data-types/local-businesses https://developers.google.com/search/docs/guides/enhance-site
  • 26. 26#seocamp Rich Snippets in the KG Organisations and People Type Optimisation ▪ Links to the official website and social profiles (available on google.com) ▪ Logo and pictures extracted from the website, G+ / Google My Business profile or other websites. ▪ The links on the contacts or other information point to Google related search queries. ▪ Specific structured data: name, official websites, links to social profiles with sameAs + phone (ContactPoint – available on google.com) and logos for the organisations. ▪ If contact information is not included, Google can display business contact information found on other websites. ▪ Starting from February 2017: organisations have the possibility to edit their KG. To edit the KG, you need to get recognised as an official representative (site owner, Search Console, G+ or YouTube account), sign in to Google using the official recognised account, suggest a change in the KG card and wait for Google to review your change request. Resources | Examples https://developers.google.com/search/docs/data-types/social-profile-links https://developers.google.com/search/docs/data-types/corporate-contacts https://developers.google.com/search/docs/data-types/logo https://support.google.com/websearch/answer/6325583?p=kg_edit&rd=1
  • 27. 27#seocamp Rich Snippets in the KG Books, Films and Music Type Optimisation ▪ Books: links to review websites and online e-book retailers (currently available on google.com) ▪ Films: links to review websites (also displayed on google.fr) and purchase websites (only on google.com) ▪ Music: links to online streaming websites to listen to the song (only on google.com) ▪ Books: Currently options for buying the book displayed only for the main e-book retailers. Registration form to have the purchase button displayed + specific structured data for books and reviews + ReadAction for buying the e-book with a direct link to the purchase page. ▪ Films: Registration form to have the purchase button displayed + specific structured data for films and reviews + ViewAction with a link to an information page or WatchAction with a link to a purchase page or a page where users can watch the film. ▪ Music: Registration form to have the purchase button displayed + specific structured data for MusicGoup / MusicAlbum + ListenAction for listening online to the song. Resources | Examples https://developers.google.com/search/docs/data-types/books https://developers.google.com/search/docs/data-types/tv-movies https://developers.google.com/search/docs/data-types/music
  • 28. 28#seocamp Rich Snippets in the KG Cars Type Optimisation ▪ Link to car reviews (available only for specific models and brands) ▪ Images extracted from different websites (car manufacturer official brand site and other automotive industry websites) pointing to a Google image search ▪ Links pointing to related Google searches for car trims or versions ▪ Specific structured data for cars and aggregateRating for reviews Resources | Examples http://schema.org/Car
  • 30. 30#seocamp Nutrition | Sports Knowledge Graph
  • 31. 31#seocamp Weather | Finance Knowledge Graph
  • 32. 32#seocamp 15,4% + 300% 22,7% + 1.700% Significant increase of FS in SERPs starting from 07/2015; higher increase registered only for PAA (people also asked). Often displayed together. FS PAA 82% 11% 7% Paragraph List Table Featured Snippets or Position # Zero 81% FS extracted from the top 5 results 50% Vocal searches in 2020 ▪ Identifying opportunities ▪ Creating or adapting content ▪ Structure: tables, lists, h1, h2 ▪ 1 page = 1 answer + VISIBILITY + CTR + TRAFFIC + AUTHORITY Sources: https://moz.com/blog/infinite-people-also-ask-boxes http://mozcast.com/features STATS Search Analytics research: https://www.slideshare.net/RobBucci/deep-diving-into-featured-snippets-how-to-earn-more-and-rise-to-the-top
  • 33. 33#seocamp Paragraph Featured Snippets Type Optimisation ▪ Clearly defining a concept or topic (ideally in the first paragraph) or answering a specific question. ▪ May be displayed as an answer to a specific search query (example: SUV), or to questions (what / where / when / which / who / how) for which no answer can be found in the Knowledge Graph ▪ General SEO optimisations (title, URL, meta description, etc.) in order to rank in the first page (ideally top 5 results) ▪ Using keywords or the search query question in the H1 and the title tags ▪ Writing a definition of around 45 – 50 words (290 characters) - max. displayed by Google: 97 words (752 characters) * ▪ Using the <p> tag to define the paragraph ▪ A horizontal image of 900 x 505 (resized by Google in the snippet to a 285 x 160 image) * Resources | Examples * https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
  • 34. 34#seocamp List or Table Featured Snippets Type Optimisation ▪ Instruction or element list providing a quick and clear answer to the search query ▪ May be displayed as an answer to a search query that implies listing or classifying different instructions, phases, elements, features (examples: car prices, fastest cars in the world, DIY – how to change a tire, symptoms, recipes) ▪ General SEO optimisations (title, URL, meta description, etc.) in order to rank in the first page (ideally top 5 results) ▪ Using keywords or the search query question in the H1 and the title tags ▪ Using the <ul> or <ol> tags (lists) or <table> tags (tables) ▪ Lists: on average Google displays 4 list items and 10 words per item * (max. 8 items and 56 words per item) ▪ Tables: on average Google displays 4 rows and 3 columns* ▪ A horizontal image of 900 x 505 (resized by Google in the snippet to a 285 x 160 image) * Resources | Examples * https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
  • 35. 35#seocamp ▪ The evolution in Google’s search result types is following current trends: adapting to online users’ behaviour and search intents, to mobile devices and conversational vocal searches. ▪ Google search results allowing a website to obtain higher visibility than classic snippets will become increasingly frequent and diversified. ▪ Some search results types (KG) are less influenced by structural optimisations, while others (featured snippets) are not limited to big websites and brands, but can appear for every website with optimised content. Key points | Structure
  • 36. 36#seocamp AuthorityContent | Website | Off-site and off-line strategies
  • 37. 37#seocamp Which are the main authority signals? CONTENT WEBSITE OFF-SITE OFF-LINE Expertise RelevanceUtility Accessibility Freshness Virality Exclusivity Internal linking Cohesion and coherence Content structure and richness Backlink profile Social signals Online and brand PR Online reputation Offline and brand PR Offline products and services Events Ranking factors and signals Niche search queries Industry search queries More general search queries Long tailSearch queries Local websites or businesses Big brandsSmall websites or highly specialised blogs Niche websites, blogs or brands Popular brands of a specific industry Types of websites Featured snippets Knowledge Graph Rich Snippets Featured snippets and vertical search Classic results Search results Local results
  • 38. 38#seocamp ▪ The authority perceived by search engines is the result of a complex assessment of the quality levels for the following aspects: content, website, off-site and off-line signals. ▪ Several ranking factors and signals are analysed for each aspect. Success and results are determined by a strategic equilibrium among these elements, which varies for different types of websites or businesses. Key points | Authority
  • 39. 39#seocamp Key features of “king” content Easy and quick access to content and information Useful and relevant to the buyer personas in their customer journey Optimised for Google’s “privileged” search results Good overall quality level of the content and the website
  • 40. 40#seocamp Thank you Questions Helga Bendea SEO Lead Accenture Interactive Italy helga.andreea.bendea@accenture.com www.linkedin.com/in/helgabendea