Featured Snippets represent an amazing opportunity your brand cannot afford to pass up.

1. ​Featured Snippets:
Ronell Smith @ronellsmith ronell@ronellsmith.com
Your path to earning traffic, beating the
competition & delighting customers

2. …this is a bad idea

3. Yep!

4. Maybe I’ll get lucky

5. Nah… I got this.

6. Why did David win!

7. David refused to fight the giant’s battle
#1 -
Used a sling, not hand-to-hand
combat

8. David refused to fight the giant’s battle
#1 -
#2 - No armor meant he could
maneuver easily
Used a sling, not hand-to-hand
combat

9. David refused to fight the giant’s battle
#1 -
#2 -
#3 -
No armor meant he could
maneuver easily
Used a sling, not hand-to-hand
combat
Had the element of surprise (He
ran toward the giant)

10. Guile levels the playing field

11. …because he found a means of
tipping the balance in his favor,
even against seemingly long
odds.
Why’d David REALLY win?

12. This is David’s giant slayer

13. Marketing’s competition slayer
Featured
Snippets

14. Marketing’s competition slayer
Organic results snippet
was pulled from:

15. Featured Snippet types: Paragraph

16. Featured Snippet types: List

17. Featured Snippet types: Table
Moz

18. Featured Snippet types: Table
Moz

19. Google Home
uses Featured
Snippets

20. Moz’s Dr. Pete at MozCon 2015

21. Featured Snippets’ ‘hello world’
"Let's say you're No. 5 in a competitive query, and
you're trying to get from No. 5 to No.1. That is
incredibly difficult; that takes a lot of money, a lot of
links, a lot of authority. You might be able to jump past
No. 1 to No. 0 with this just by matching the question
better. So it may actually be easier to get from No. 5 to
No. 0 than it is to get from No. 5 to No. 1 ... Be a better
match. Be a better answer to the question. It's good for
users.” —Moz’s Dr. Pete Myers

22. Featured Snippets’ hello world
"Let's say you're No. 5 in a competitive query, and
you're trying to get from No. 5 to No.1. That is
incredibly difficult; that takes a lot of money, a lot of
links, a lot of authority. You might be able to jump past
No. 1 to No. 0 with this just by matching the question
better. So it may actually be easier to get from No. 5 to
No. 0 than it is to get from No. 5 to No. 1 ... Be a better
match. Be a better answer to the question. It's good for
users.” —Moz’s Dr. Pete Myers

23. Aha!

24. Featured Snippets growth
Stone Temple Consulting

25. Why should you care?
Authority

26. Why should you care?
Authority
Competitive
Advantage

27. Why should you care?
Authority
Competitive
Advantage
Traffic

28. Featured Snippets=unfair advantage

29. #1 – Gather keywords

30. Manual process: Ideation
# List your main keywords

31. Manual process: Ideation
# List your main keywords
# Come up with questions prospects
likely have surrounding those keywords

32. Manual process: Ideation
# List your main keywords
# Come up with questions prospects
likely have surrounding those keywords
# Discern the simplest, best way to
answer those questions

33. A stupid-easy way to get
started with Featured
Snippets

34. Moz’s Keyword Explorer
Filter by Q’s

35. Moz’s Keyword Explorer
These look
promising

36. We’re in luck
Check the SERPs

37. Manually attack
the problem
I see a weakness

38. Manually attack the problem
Numbers, number, numbers…

39. Manually attack the problem
Weakness: Doesn’t answer question
succintly & with numbers

40. Answerthepublic.com
Plug in keywords/keyword phrases

41. People are asking
about the cost of web
copywriting
Answerthepublic.com

42. (a) SEO copywriting
(b) Website copywriting
(c) Professional copywriting
Be the best answer

43. A. SEO copywriting
“What is the cost?”
Be the best answer

44. A. SEO copywriting
“What is the cost?”
B Website copywriting
“How it helps my site”
Be the best answer

45. A. SEO copywriting
“What is the cost?”
B Website copywriting
“How it helps my site”
C. Professional SEO copywriting
“The difference it makes”
Be the best answer

46. Rewrite for real-world web searchers
Our SEO copywriting costs between $80 and
$950. All content is written by skilled website
copywriting experts who’ll ensure your site
receives high-quality content that can earn traffic,
links and conversions for your brand. In fact, our
professional SEO copywriting team can tackle
posts ranging from 300-word shorts to 2,000-plus-
word in-depth articles.

47. #3 – Refine the
process

48. Refine the process

49. Refine the process
Getstat
Little things matter

50. Testing out a Featured
Snippets process

51. Work
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Grow qualified traffic to Moz.com

52. Work Metrics
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Barriers to site
optimization
URLs redirected
Addition of content,
keywords
Errors shown in Moz
Pro
Grow qualified traffic to Moz.com

53. Work Metrics
Audit site
Redirects
Rewrite or remove
thin/poor fit pages
Find & fix tech
issues
Barriers to site
optimization
URLs redirected
Addition of content,
keywords
Errors shown in Moz
Pro
Grow qualified traffic to Moz.com
Goal(s)
Featured
Snippets, traffic,
sessions,
keyword visibility

54. Work Metrics Goal(s)
Rewrite or remove
thin/poor fit pages
Addition (or
subtraction) of
content, keywords
Grow qualified traffic to Moz.com
Featured
Snippets, traffic,
sessions,
keyword visibility

55. Phrase we should rank
prominently for: “Off-page
SEO”

56. Grow qualified traffic to
Moz.com

57. Rewrite focused on H1s & H2s

58. Rewrite focused on H1s & H2s

59. Rewrite focused on H1s, H2 & being the best answer
First H2 on the page

60. Grow Qualified Traffic
to Moz.com
Result of Featured
Snippets test…
No snippet, but
moved moved up
from No. 5 &
have first two
organic positions

61. Results helped site overall

62. Results helped site overall

63. #4 – How to keep
Featured Snippets

64. CTR FTW!!!
Losing significant CTR value

65. Searchers have must click to see full results

66. Use images to boost CTR of Featured Snippets
Image pulled from a separate

67. Use images to help boost
CTR of Featured Snippets
Image link is prime
real estate in mobile

68. #5 –Think like web
searchers

69. Write for human
brains
(not machines)

70. @dr_peteGraphic: Marek Polakevic | @dr_pete #mozcon ‘16
2???20161999

71. @dr_pete
“SEO copywriting cost”
“How much does SEO
copywriting cost?
Graphic: Marek Polakevic | @dr_pete #mozcon ‘16
Don’t overthink it

72. The process is simple; results will vary.
Stone Temple Consulting

73. Tools
# Moz Keyword Explorer – Moz.com/explorer
# Answerthepublic.com
# GetSTAT.com

74. Ronell SmithRonell Smith
ronell@ronellsmith.com
THANK YOU
@ronellsmith