The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

•

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Kahena Digital Marketing

Ari Nahmani does a deep dive into on how to discover and optimize for Google Featured Snippets / Direct Answers.

Marketing

GOOGLE DIRECT
ANSWERS
The Wild West of
Featured Snippets

SERP REAL ESTATE TAKEOVER
“10 BLUE LINKS” DOESN’T EXIST.

SERP REAL ESTATE TAKEOVER
YOUR SEO & INBOUND
STRATEGY NEED TO ADJUST.

NUMBER OF ORGANIC RESULTS
Less
than

9
average

‘organic’

links
per

page!

KNOWLEDGE CARDS / DIRECT ANSWERS
AINT NOTHIN’ YOU CAN DO.

WHAT DO WE KNOW?
• Informational queries
• Scraped structured
content and lists
• Appearance is fickle

WHAT DO WE KNOW?
• Relatively strong domains
• Specific Language singals
• Pulled from page 1 results

FEATURED SNIPPETS ARE FICKLE
• Featured snippets turn on and off based on
clickstream / CTR data.
• When pages are crawled and indexed,
content seems to be pre-processed for
featured snippet formatting.
• Case study : Glenn Gabe

DISCOVER FEATURED SNIPPETS
1. Find all ranked keywords on page 1
that have ‘how to’ and similar
informational queries
2. Check SERPs for presence of
featured snippets (automatically)
3. Analyze structure and content

DISCOVER FEATURED SNIPPETS
<meta
property="og:image"

content="http://cdn.instructables.com/FFZ/0UUG/
HA4MBM7I/FFZ0UUGHA4MBM7I.RECT2100.jpg"/>

FEATURED SNIPPET
OPPORTUNITIES ON YOUR SITE

FEATURED SNIPPETS – SEARCH ANALYTICS RANKING?

HOW CAN MARKETERS
OPTIMIZE FOR FEATURED
SNIPPETS?

OPTIMIZING FOR FEATURED SNIPPETS
• Structured Content
– H1s / H2s or CSS formatted headers
– <UL> and <OL> formatted lists
– Schema - not required but ItemList and
ItemListElement may nudge in right direction.
– Consistent html elements throughout page
– Open Graph Image tag
– Basic on-page SEO (title tag, URL).

OPTIMIZING FOR FEATURED SNIPPETS
• Optimized Language
– Simple, factual statements and instructions.
Descriptive enough to include keyword modifiers
(keyword research!), but not run-on or wavering.
– Command language seems to work well.
– Preface each list with a bolded section title that you
want to show in SERP.
– “The steps are:”, “Instructions:”, and similar prefaces

OPTIMIZING FOR FEATURED SNIPPETS
• Reinforce the Featured Snippet Algorithm
– Basic on-page elements seem to be extremely
strong signals
– If you have a relatively strong site (critical mass of
inbound links / DA), how-to or answer-based
content.
– Keyword research and competitive analysis based
on ‘how to’ and other informational queries in your
field. Find FS, try to influenceand takeover results.

Thanks!
Questions?
Ari
Nahmani
CEO
/
Founder
Kahena
Digital
Marketing
ari@kahenadigital.com

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The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

1. GOOGLE DIRECT ANSWERS The Wild West of Featured Snippets

2. Hi! Good Afternoon. Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com

3. TeamClients

4. Thanks, Barry. SMX Israel!

5. GOOGLE DIRECT ANSWERS

6. ALL YOUR SERPS ARE BELONG TO US

7. SERP REAL ESTATE TAKEOVER “10 BLUE LINKS” DOESN’T EXIST.

8. SERP REAL ESTATE TAKEOVER YOUR SEO & INBOUND STRATEGY NEED TO ADJUST.

9. 97% OF SERPS HAVE SPECIAL FEATURES

10. 97% OF SERPS HAVE SPECIAL FEATURES

11. NUMBER OF ORGANIC RESULTS Less than 9 average ‘organic’ links per page!

12. KNOWLEDGE CARDS / DIRECT ANSWERS

13. KNOWLEDGE CARDS / DIRECT ANSWERS

14. KNOWLEDGE CARDS / DIRECT ANSWERS

15. KNOWLEDGE CARDS / DIRECT ANSWERS

16. KNOWLEDGE CARDS / DIRECT ANSWERS

17. KNOWLEDGE CARDS / DIRECT ANSWERS

18. KNOWLEDGE CARDS / DIRECT ANSWERS

19. KNOWLEDGE CARDS / DIRECT ANSWERS

20. KNOWLEDGE CARDS / DIRECT ANSWERS

21. KNOWLEDGE CARDS / DIRECT ANSWERS AINT NOTHIN’ YOU CAN DO.

22. FEATURED SNIPPETS - THERE’S HOPE!

23. FEATURED SNIPPETS - THERE’S HOPE!

24. FEATURED SNIPPETS - THERE’S HOPE!

25. TIME FOR MARKERTERS TO RUIN IT….

26. FEATURED SNIPPETS

27. WHAT DO WE KNOW? • Informational queries • Scraped structured content and lists • Appearance is fickle

28. WHAT DO WE KNOW? • Relatively strong domains • Specific Language singals • Pulled from page 1 results

29. GOOGLE FEATURED SNIPPETS EXAMPLES

30. GOOGLE FEATURED SNIPPETS EXAMPLES

31. GOOGLE FEATURED SNIPPETS EXAMPLES

32. GOOGLE FEATURED SNIPPETS EXAMPLES

33. GOOGLE FEATURED SNIPPETS EXAMPLES

34. GOOGLE FEATURED SNIPPETS EXAMPLES

35. GOOGLE FEATURED SNIPPETS EXAMPLES

36. GOOGLE FEATURED SNIPPETS EXAMPLES

37. FEATURED SNIPPETS ARE FICKLE • Featured snippets turn on and off based on clickstream / CTR data. • When pages are crawled and indexed, content seems to be pre-processed for featured snippet formatting. • Case study : Glenn Gabe

38. GOOGLE FEATURED SNIPPETS - FICKLE!

39. GOOGLE FEATURED SNIPPETS - FICKLE!

40. GOOGLE FEATURED SNIPPETS - FICKLE!

41. GOOGLE FEATURED SNIPPETS - FICKLE!

42. GOOGLE FEATURED SNIPPETS - FICKLE!

43. FEATURED SNIPPET COMPETITIVE ANALYSIS

44. DISCOVER FEATURED SNIPPETS 1. Find all ranked keywords on page 1 that have ‘how to’ and similar informational queries 2. Check SERPs for presence of featured snippets (automatically) 3. Analyze structure and content

45.

46. DISCOVER FEATURED SNIPPETS - SEMRUSH

47. DISCOVER FEATURED SNIPPETS - EXCEL

48. DISCOVER FEATURED SNIPPETS - RankRanger

49. DISCOVER FEATURED SNIPPETS <meta property="og:image" content="http://cdn.instructables.com/FFZ/0UUG/ HA4MBM7I/FFZ0UUGHA4MBM7I.RECT2100.jpg"/>

50. FEATURED SNIPPET OPPORTUNITIES ON YOUR SITE

51. DISCOVER FEATURED SNIPPETS – WMT / SC

52. DISCOVER FEATURED SNIPPETS – SCàEXCEL

53. DISCOVER FEATURED SNIPPETS – SCàEXCEL

54. FEATURED SNIPPETS – SEARCH ANALYTICS RANKING?

55. DISCOVER FEATURED SNIPPETS – VALIDATE

56. DISCOVER FEATURED SNIPPETS – VALIDATE

57. DISCOVER FEATURED SNIPPETS – VALIDATE

58. DISCOVER FEATURED SNIPPETS – AUTOMATE

59. DISCOVER FEATURED SNIPPETS – AUTOMATE

60. DISCOVER FEATURED SNIPPETS – AUTOMATE

61. HOW CAN MARKETERS OPTIMIZE FOR FEATURED SNIPPETS?

62. OPTIMIZING FOR FEATURED SNIPPETS • Structured Content – H1s / H2s or CSS formatted headers – <UL> and <OL> formatted lists – Schema - not required but ItemList and ItemListElement may nudge in right direction. – Consistent html elements throughout page – Open Graph Image tag – Basic on-page SEO (title tag, URL).

63. OPTIMIZING FOR FEATURED SNIPPETS • Optimized Language – Simple, factual statements and instructions. Descriptive enough to include keyword modifiers (keyword research!), but not run-on or wavering. – Command language seems to work well. – Preface each list with a bolded section title that you want to show in SERP. – “The steps are:”, “Instructions:”, and similar prefaces

64. OPTIMIZING FOR FEATURED SNIPPETS • Reinforce the Featured Snippet Algorithm – Basic on-page elements seem to be extremely strong signals – If you have a relatively strong site (critical mass of inbound links / DA), how-to or answer-based content. – Keyword research and competitive analysis based on ‘how to’ and other informational queries in your field. Find FS, try to influenceand takeover results.

65. Thanks! Questions? Ari Nahmani CEO / Founder Kahena Digital Marketing ari@kahenadigital.com

Editor's Notes

Kahena is an inbound marketing agency based in Israel. Offices in Jerusalem and Tel Aviv. We’ve got a great team and some really wonderful clients.
97% OF SERPS have some sort of non-organic feature on it.
Even the organic results are becoming fewer – on average we’re seeing 8.75 organic links.
Unless you’re weather.com or some other major content provider with a direct deal with google.
Featured snippets come in a variety of forms – paragraph block of text.
A table format with other rich data.
Or an ordered list (typically on recipes and how to queries).
Alllright - time for marketers to ruin it.
Primarily for informational queries like – particularly ‘how to’ type queries or recipes We know that featured snippets pop in and out of the top of SERPs
Specific threshold of inbound links that matter There are specific phrases or language elements that trigger featured snippets. From all evidence I’ve seen – only show up once you’re already ranking on page 1.
Describe parts of the snippet – header, content (list), and title tag / url link to original page.
Note how it can be scraped from one list of many. Note the header and specific structure of the list.
Here’s another example where the type of featured snippet changed over time. The last bullet here is a bit not safe for work
Change from list format to scraped text format (even though original page had it in a structured list). . Interestingly, it cut out the last list item that had questionable language.
This one is inspired by Barry (although he has triplets, right?) Because Google is scraping content directly from the page, there’s no real editorial checks (besides probably foul language, etc) on specific text in what they show
Non traditional list – but consistent formatting throughout – a specific CSS styling for each number, then raw text.
Depending on personalizaiton, location, device – you may get a different featured snippet result for the same query. Australian result from Huggies.
This is the huggies original content with the moz bar open.
Regular organic result - Snippet is showing the list of items from the page – as if google was preprocessing the text (read aloud).
Featured snippet with a list.
Back to a normal organic result at #1
Now switched to a featured snippet in block-text form.

The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

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The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015

Editor's Notes