BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
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My talk from the fantastic Septmeber 2018 BrightonSEO!
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BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
- 1. Izzi Smith @izzionfire Sixt rent a car Practical Insights into Winning Featured Snippets http://www.slideshare.net/IsobelSmith10
- 2. PRACTICAL INSIGHTS INTO WINNING EPIC FEATURED SNIPPETS
- 4. WHY I LOVE FEATURED SNIPPETS (AND WHY YOU SHOULD TOO)
- 5. @izzionfire #brightonSEO Example: Featured Snippet for „automarken“ (EN: „car brands“) MORE TRAFFIC
- 6. @izzionfire #brightonSEO GA – sixt.de/marken/ MORE TRAFFIC
- 7. @izzionfire #brightonSEO + 233% BOOKINGS + 602% REVENUE MORE CONVERSIONS
- 11. WHERE DO I START?
- 17. @izzionfire #brightonSEO GSC IN GOOGLE ANALYTICS Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx
- 19. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
- 20. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
- 21. @izzionfire #brightonSEO CUSTOMER SUPPORT & SALES TEAMS
- 22. @izzionfire #brightonSEO ASK YOUR PUBLIC Hotjar Forum Websites
- 23. @izzionfire #brightonSEO PEOPLE ALSO ASK BOXES
- 24. ASSESS THE QUERY INTENT
- 25. @izzionfire #brightonSEO INFORMATIONAL NAVIGATIONALTRANSACTIONAL „Sixt Van Rental“ e.g. „Sixt login“e.g. „rent a car in London“ e.g. „what is a car“ Transactional + Informational
- 26. FOCUS ON KEYWORDS WITH CLICK-THROUGH-INTENT
- 27. @izzionfire #brightonSEO LIMITED NEED TO CLICK:
- 28. @izzionfire #brightonSEO HIGHER CLICK INTENT:
- 29. NOW: THE FUN STUFF
- 30. LANDING PAGES: HOLISTIC OR SPECIFIC?
- 32. @izzionfire #brightonSEO GO HOLISTIC IF: CLUSTERSIMILAR,SMALLERTOPICS(e.g.FAQs) UTILIZEEXISTINGPAGESTRENGTH BUTMAKESURE: TOUSECLEARHEADERS&SUBSECTIONS IT‘SACTUALLYHOLISTIC
- 33. @izzionfire #brightonSEO GO SPECIFIC IF: REASONABLESEARCHVOLUME TOPICCAN/SHOULDBEEXPLAINEDINDETAIL POTENTIALFORRELATEDCONTENT HIGHERTRANSACTIONALINTENT
- 36. @izzionfire #brightonSEO F-SNIPPET WORTHY CONTENT FACTUAL HASSUPPORTINGDATAANDSOURCES WRITTENFORHUMANS IGNOREKEYWORDDENSITY(PLS)
- 38. GIVE IT SOME STRUCTURE!
- 39. @izzionfire #brightonSEO (W) / IS / DO/ COMMON QUESTIONS: PARAGRAPHS
- 40. PARAGRAPH SWEET SPOT: 40-60 WORDS
- 41. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 42. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 43. @izzionfire #brightonSEO „HOW TO“ / METHODS: LIGHT HTML <OL> <UL> LISTS
- 44. WHEN POSSIBLE… BULK OUT YOUR LISTS
- 47. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
- 48. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
- 50. PROVE YOU‘RE AN EXPERT ON THE TOPIC
- 51. @izzionfire #brightonSEO PROVE YOUR EXPERTISE E-A-T(EXPERTISE,AUTHORITATIVENESS, TRUSTWORTHINESS) PROVIDESUPPORTINGDATAANDSOURCES ADDITIONAL,USEFULCONTENT REFERRINGLINKSFROMTRUSTEDSOURCES
- 52. Question KW Structured Answer Heading and Introduction! Visual aid! Fantastic additional content!
- 57. @izzionfire #brightonSEO RICH SNIPPETS ARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ =
- 59. @izzionfire #brightonSEO Data Schema Mark up Search Engine Understanding ☺+ =
- 60. @izzionfire #brightonSEO "@type": "QAPage", "@type": “Answer", "@type": “Question",
- 61. @izzionfire #brightonSEO SCHEMA.ORG MARK-UP TO TEST
- 65. @izzionfire #brightonSEO 4:3 aspect ratio <600px Topic Relevant Compressed
- 66. DONE! NOW WHAT?
- 67. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com
- 68. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –featuredsnippetdomain.com AND –secondsnippet.com AND –third.com
- 69. DON‘T LOSE FAITH <3
- 71. 1. OVERCOMING LACK OF BRAND AWARENESS WITH FEATURED SNIPPETS
- 72. @izzionfire #brightonSEO TRANSACTIONAL CAR MODEL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3
- 73. @izzionfire #brightonSEO BRAND AWARENESS IN THE UK Google Trends Data 2013 - 2018
- 74. SOLUTION? WE NEED RICHER SNIPPETS!
- 76. WE NEED OUR OWN CAR RENTAL RICH SNIPPET
- 77. WHAT DID WE DO?
- 79. @izzionfire #brightonSEO Heading, Intro & conversion copy Car data + Car Schema mark-up Additional Relevant content
- 80. WHAT HAPPENED?
- 81. yasss
- 84. RESULTS
- 85. @izzionfire #brightonSEO RESULTSSixt.com Sixt.co. ukCar 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
- 88. @izzionfire #brightonSEO NEW ANSWER LAYOUT:
- 90. THAT‘S HOW IZZI IT IS (sometimes)
- 91. 3. PROMOTING CONTENT TO ITS OWN LANDING PAGE
- 95. GSC data (past 3 months, top 1000 keywords per segment) 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00% 45,00% 50,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Featured Snippet CTR CTR%(Secrets)
- 96. KEY TAKEAWAYS
- 97. TARGET INFORMATIONAL-TRANSACTIONAL QUERIES TO DRIVE BOTH CLICKS AND REVENUE
- 98. CARRY OUT PROBLEM AND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH)
- 99. PROVIDE EPIC, USER-FOCUSED CONTENT THAT SERVES A NEED
- 100. ENSURE YOUR CONTENT IS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP)
- 102. THANKS FOR LISTENING, AND GOOD LUCK! Izzi Smith – SEO Manager UK & US @ Sixt Twitter: @izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/