The document discusses strategies for driving meaningful clicks through search engine result page (SERP) enrichments. It recommends identifying searcher intents based on SERP features to optimize strategies. Pure answer-intent queries with no clicks should be avoided. Local search packs are one of the last remaining organic revenue drivers, so businesses should aim to rank prominently there. Structured data, featured snippets, and on-page optimizations like images, tables and sitelinks can enrich search results and increase click-through rates. The goal is to bring only visitors whose intents can be meaningfully satisfied on a site.
12. IN 2019, YOU NEED TO SPEND EFFORT ON:
EnrichingyourSnippetsandSERPFeaturepresence
toincreaseCTR
Bringingtherightkindofclicks
Avoidingtimewastingonno-clickqueries
Buildingupstrong,connectedentities
16. “Dwell time, CTR, whatever Fishkin's new theory is,
those are generally made up crap.”
“Lots of people keep saying that part of the RB (RankBrain) system includes UX signals,
including Dwell Time, Bounce Rate, Click Through Rate etc..”
Q:
A:
21. EVEN IF CTR ISN‘T A RANKING FACTOR,
YOU SHOULD BE IMPROVING IT
ANYWAY
22. IF CTR WAS A RANKING FACTOR:
Googledefinitelywouldn‘ttellyou
Peoplewouldmanipulateit
Itwouldbefartoounreliable
Wouldheavilyrelyonalgorithmtrust
Clicksdonotalwaysequalsearchersatisfaction
24. YOUR JOB AS AN SEO SHOULD NOT STOP
AT RANKING HIGH FOR KEYWORDS.
THE GOAL IS TO BRING RELEVANT USERS TO
YOUR SITE, AND TO HELP THEM FULFIL A
PURPOSE.
46. When it comes to 2019 KW targeting strategies:
Forgetunsustainable,pure-answer-intent,no-clickqueries.
CheckiftheintentcanbemetdirectlyontheSERP(right
noworinthefuture)
Mid-Longtailisgettingevenmorelucrativeforyoutofocus
on.
54. GETTING INTO THE LOCAL PACK REQUIRES LOVE
Theobviousstuff:claim/createyour
GMBlisting+consistentNAP
Enrichedprofiles:[relevantimages,
Usefulbusinessdescriptions]
Strongon-pageoptimization
Amountofreviews
%ofreviewsrespondedto(esp.
negative)
55. Rank for „best +“ queries.
Socialproof+prominence=epic.
Fiery
tip
83. Do this right now:
Checkquerieswithhighestmobiledevice
impressionshareinGSC
UseGoogleDevToolstocheckmobileSERPs
Looklame?
Addimageswithfocuscontentvisibleina
centersquare
EnsureoptimalOGimagesareset(sometimes
takenasdefault)
93. GOOD LUCK AND
THANK YOU!
Questions and slides?
Twitter: @izzionfire
Email: isobel.smith@sixt.com
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