The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018
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Riddle me this. What is the best tool to discover the answers to the questions Google users ask? One tool? Ha. While one tool may give you some of the answers you want, a step-by-step approach with a variety of select tools will give you the answers you need! Take a walk through Gotham City’s underworld as we uncover both the process and tools you’ll need to win worthy search visibility and traffic.
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The Batman SEO Toolbelt to Vanquish Google’s SERP | Brighton SEO 2018
- 1. @simmonet #BrightonSEO #BatmanSEO The Batman SEO Toolbelt to Vanquish Google’s SERP
- 2. Grant Simmons @simmonet VP of Search Strategy www.slideshare.net/simmonet
- 4. @simmonet #BrightonSEO #BatmanSEO Proud American. Funny Accent. Ex Essex Lad.
- 5. @simmonet #BrightonSEO #BatmanSEO Proud American. Funny Accent. Ex Essex Lad.
- 12. @simmonet #BrightonSEO #BatmanSEO Origin Story: What Was The Utility Belt Made Of?
- 15. @simmonet #BrightonSEO #BatmanSEO What Are The Best SEO Tools To Vanquish Google? i.e. Win a Prime Ranking Spot
- 16. @simmonet #BrightonSEO #BatmanSEO i.e. Win a Prime the Only Ranking Spot
- 17. @simmonet #BrightonSEO #BatmanSEO AND… Voice Search Answer Featured snippet most likely = spoken answer
- 18. @simmonet #BrightonSEO #BatmanSEO Robin: Where'd you get a live fish, Batman? Batman: The true crimefighter always carries everything he needs in his utility belt, Robin.
- 19. @simmonet #BrightonSEO #BatmanSEO What Do SEO’s Need in Their Utility Belts? To Win a Prime the Only Ranking Spot
- 20. @simmonet #BrightonSEO #BatmanSEO Riddle Me This. What is Google?
- 22. @simmonet #BrightonSEO #BatmanSEO Riddle Me This. Who are SEOs?
- 23. @simmonet #BrightonSEO #BatmanSEO SEOs are the “Question Engineers”
- 24. @simmonet #BrightonSEO #BatmanSEO SEOs are the “Question Engineers” © 2018 Grant Simmons J
- 25. @simmonet #BrightonSEO #BatmanSEO announced 9/24 that moving forwards they’re all about discovery and journeys and visual search…
- 26. @simmonet #BrightonSEO #BatmanSEO announced 9/24 that moving forwards they’re all about discovery and journeys and visual search… … but not this week
- 27. @simmonet #BrightonSEO #BatmanSEO So… Let’s Start With Questions (Don’t Forget Prepositions & Comparisons)
- 28. @simmonet #BrightonSEO #BatmanSEO I Want to Get A Featured Snippet Spot! Quack Quack
- 29. @simmonet #BrightonSEO #BatmanSEO Where do featured snippets come from? Featured snippet algorithm is a normal search result, emphasized with special layout. Low Hanging Fruit: What You’re Ranking For Today
- 30. @simmonet #BrightonSEO #BatmanSEO So Let’s Go! Go! Tools!
- 31. @simmonet #BrightonSEO #BatmanSEO Questions You’re Ranking For Google Search Console+
- 32. @simmonet #BrightonSEO #BatmanSEO Search Console via API Driven GSC Aggregation (Vanessa Fox)
- 33. @simmonet #BrightonSEO #BatmanSEO Filter Queries by Question Type • Consider with & without ‘how’ ‘what’ ‘where’ etc. • Look for terms that can't be easily reduced to a dictionary definition. • + Prepositions / comparisons i.e. “Best”, “Fastest” • Long-tail queries are generally easier
- 34. @simmonet #BrightonSEO #BatmanSEO Google Search Console • Great tool from the horses mouth (Google not Vanessa) • Filter to top ~100
- 39. @simmonet #BrightonSEO #BatmanSEO Grab 10-20 With Search Potential • Aligned with business • Search vol. juice is worth the squeeze • Snippet 3+ lines of text (normal qualifier) • Target page is ‘good’
- 40. @simmonet #BrightonSEO #BatmanSEO Google SERP • Take our list & search • We’re ranking (not zero) • We have 3-lines of snippet
- 41. @simmonet #BrightonSEO #BatmanSEO • - snippet domain • Holy ranking!
- 44. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Check why less in list
- 45. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Title tag optimization Check why less in list
- 46. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Improve with image Title tag optimization Check why less in list #s in displayed title Relevant URL Good Stuff Too!
- 47. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Snippet Gaps Fix, Augment - If you are choice 2 or 3 • Code – Tags, Markup (Lists, headers, core SEO) • Titles / on-page aligned with questions • Images • OG image / on-page images • EAT (Expertise, Authority, Trust) • Copy (topics), links, (internal / external) etc.
- 48. @simmonet #BrightonSEO #BatmanSEO Compare & Contrast Snippet Gaps Fix, Augment - If you are choice 2 or 3 Or Pass – If you’re > 3 and/or up against bigger fish
- 49. @simmonet #BrightonSEO #BatmanSEO We’ve improved paragraphs with images
- 50. @simmonet #BrightonSEO #BatmanSEO We’ve improved EAT with related content
- 52. @simmonet #BrightonSEO #BatmanSEO What Was Adam West’s Salary in Batman: The Movie (1966)?
- 53. @simmonet #BrightonSEO #BatmanSEO What Was Adam West’s Salary in Batman: The Movie (1966)? $100,000
- 54. @simmonet #BrightonSEO #BatmanSEO Questions You Rank For Finding Questions You May Not Rank For
- 55. @simmonet #BrightonSEO #BatmanSEO Don’t Forget the Long Tail
- 59. @simmonet #BrightonSEO #BatmanSEO • Great tool, can hide / filter and build lists • Select queries that already have Snippets • Longer tail queries (4+ words) generally easier • Search volume helps focus Save top 100
- 63. @simmonet #BrightonSEO #BatmanSEO • Great tool, ‘know’ user intent filter is useful • Pattern can identify prepositions / comparisons Save top 100
- 70. @simmonet #BrightonSEO #BatmanSEO Download Hidden in Plain Site
- 71. @simmonet #BrightonSEO #BatmanSEO • Great tool, multiple platform search suggest • Questions & prepositions cool • Don’t forget Bing for Google (B I N G) Save top 100
- 75. @simmonet #BrightonSEO #BatmanSEO • Great tool, evolved from links • “Questions” cool • “Also rank for” uncovers like terms Save top 100
- 76. @simmonet #BrightonSEO #BatmanSEO These Tools Are No Joke. But There’s More.
- 78. @simmonet #BrightonSEO #BatmanSEO Rocks for Topic Discovery
- 82. @simmonet #BrightonSEO #BatmanSEO Holy Query List! 1) Consolidate 2) Filter 3) Focus
- 83. @simmonet #BrightonSEO #BatmanSEO Holy Query List! 1) Consolidate 2) Filter 3) Focus I tend to pick top 20 opportunities to start.
- 84. @simmonet #BrightonSEO #BatmanSEO Filtering & Focusing is the Hard Part
- 85. @simmonet #BrightonSEO #BatmanSEO Filter & Focus Queries • Aligned with business • Search vol. juice is worth the squeeze • Target page is ‘good’
- 86. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers?
- 87. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers? The Simpsons Sponge Bob Square Pants
- 88. @simmonet #BrightonSEO #BatmanSEO To Which 2 Cartoon Series Did Adam West Provide Voiceovers? The Simpsons Sponge Bob Square Pants
- 89. @simmonet #BrightonSEO #BatmanSEO Finding Feasible Targets from 20 Opportunities
- 91. @simmonet #BrightonSEO #BatmanSEO Build Queries from Queries J
- 92. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'",""))))
- 93. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'","")))) Google Search Format
- 94. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula =CONCAT("https://www.google.com/search?q= ",((SUBSTITUTE(SUBSTITUTE(A3," ","+"),"'","")))) Gets Rid of Spaces, Apostrophes ++
- 95. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Paste in your query list • Formula
- 96. @simmonet #BrightonSEO #BatmanSEO Build Queries From Queries Excel Sheet • Copy / paste into Screaming Frog • Configured to render JavaScript • Enable Rendered Page Screen Shots • Store rendered HTML • User agent = Chrome • Crawl max 20 + slow, respect Google
- 99. @simmonet #BrightonSEO #BatmanSEO Scan for Result Formats + Opportunities
- 108. @simmonet #BrightonSEO #BatmanSEO SERP “How to do a wheelie” Present in the best format
- 109. @simmonet #BrightonSEO #BatmanSEO SERP Give Google what they want (image / video) Image pulled from YouTube
- 110. @simmonet #BrightonSEO #BatmanSEO SERP Give Google what they want (step-by-step list) Ordered list Image pulled from YouTube
- 111. @simmonet #BrightonSEO #BatmanSEO SERP Look for opportunities that Google gives you! “How to do a wheelie on a dirt bike” Ordered list Image pulled from YouTube Audience is searching this way too
- 112. @simmonet #BrightonSEO #BatmanSEO How to Do a Bat Wheelie
- 114. @simmonet #BrightonSEO #BatmanSEO Between Rock & Hard Place
- 115. @simmonet #BrightonSEO #BatmanSEO Fix, Augment or Build? • Can you provide a better answer? • Is there a simple fix? • Markup • Content formatting • Summary addition • Images / video / alt / size (5x4) • Internal signals / links • Are you at least a choice?
- 116. @simmonet #BrightonSEO #BatmanSEO Can You Provide a Different / Better Answer?
- 120. @simmonet #BrightonSEO #BatmanSEO Extra Pow Fetch as Google Internal Links
- 121. @simmonet #BrightonSEO #BatmanSEO Extra Pow Fetch as Google Internal Links External Links
- 122. @simmonet #BrightonSEO #BatmanSEO The Batman Snippet Process / Utility Belt
- 123. @simmonet #BrightonSEO #BatmanSEO The Batman Snippet Process / Utility Belt • Low-Hanging Fruit – Keylime | SEMRush | AHREFS • Research (New) Questions • SEMRush | Twinword | Keywordtool.io | AHREFS • Consolidate, Filter & Focus | Your Brain • Find Feasible Targets - Excel | Screaming Frog • Assess Likely Format - Google SERP • Fix, Augment or Build | Your Brain • Extra Pow - Google Search Console
- 125. @simmonet #BrightonSEO #BatmanSEO SEO’s Are Not Nothing Without Right Tools. They Help!
- 127. Grant Simmons @simmonet VP of Search Strategy www.slideshare.net/simmonet