The Wild West of Google Featured Snippets & Direct Answers - Ari Nahmani - SMX Israel 2015
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Ari Nahmani does a deep dive into on how to discover and optimize for Google Featured Snippets / Direct Answers.
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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!
- 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….
- 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!
- 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
- 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 – SCàEXCEL
- 53. DISCOVER FEATURED SNIPPETS – SCàEXCEL
- 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
Notes de l'éditeur
- 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.