SlideShare une entreprise Scribd logo
Adrian Phipps
Saga
How to rank in the answer box!
www.3four.co.uk | www.linkedin.com/in/adrianphipps
http://www.slideshare.net/AdrianPhipps1
WHO AM I?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
INSIGHT
FROM
REAL
EXPERIENCE
MOST IMPORTANT THING TO
CONSIDER IN SEO?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
USER INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
PURCHASE INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DISCOVERY INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHY
IS
THIS
IMPORTANT?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
THE FOUNDATION OF
EVERYTHING WE DO IN SEO
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
HEART OF GOOGLE
ALGORITHMS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHAT
ARE
QUICK
ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
CONTENT THAT
ANSWER QUESTIONS
WHO – WHAT – WHEN – WHERE - HOW
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
RANKS AS POSITION
“0”
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
LIST
EXAMPLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
TABLE
EXAMPLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
PARAGRAPH
EXAMPLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
82% PARAGRAPHS
11% LISTS
7% TABLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
HELPFUL GETSTAT
WHITE PAPER
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
https://getstat.com/blog/featured-snippets/
WHAT’S THE COMMON
ADVICE TO GET QUICK
ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
YES - CAN WORK
BUT!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
STOP
&
THINK!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHO TELLS US
THESE THINGS
MATTER?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DO BACKLINKS MATTER
IN ORDER TO RANK FOR A
QUICK ANSWER?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
PINCH
OF
SALT?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
ARE THEY RIGHT OR
WRONG?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
IT’S ALL ANECDOTAL
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
GOOGLE HAS ONLY TOLD
US THAT SPEED AND
CONTENT MATTER
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WE HAVE TO ASSUME
200+ OTHER FACTORS
OURSELVES
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
HELPFUL MOZ PERSPECTIVE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
moz.com/blog/what-we-learned-analyzing-featured-
snippets
SUCCESS DEPENDS ON
LOTS OF FACTORS
RELATED TO YOUR SITE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
IT’S VERY PERSONAL!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
NOT A COOKIE CUTTER
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
SEO GURUS AND
AGENCIES DON’T
EMPHASISE THAT
ENOUGH?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
SAGA
QUICK
ANSWERS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
0 – 283 IN 24 MONTHS!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHY DO WE NEED TO
RANK FOR QUICK
ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
ATTRACT
ENGAGE
PROTECT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DOUBLE
BUBBLE
HOW DO WE PREPARE TO
RANK FOR QUICK
ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
MARKET ENVIRONMENT
INSIGHTS / AUDIT
COMPETITORS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DONT FORGET
USER INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
THREE IMPORTANT CAVEATS
1) IDEALLY BE RANKING ON P1
2) NO PPC
3) ORGANIC ABOVE THE FOLD
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHAT DO WE ACTUALLY
DO TO RANK FOR
QUICK ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
1) WE AIM TO ANSWER THE
TARGET QUESTION IN THE
FIRST 100 WORDS
&
ASK THE QUESTION
IN THE TITLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
2) WE ALSO ANSWER
RELATED MULTIPLE
QUESTIONS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
3) MULTIPLE H2 HEADINGS
WITH SHORT CONTENT
DIRECTLY ADDRESSING THE
HEADING
+
HOW TO LISTS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
4) UNIQUE CONTENT
ADDRESSING THE WHOLE
TOPIC
MIN 1,200 + WORDS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
5) CALCULATORS, IMAGES,
VIDEO, CHARTS, ASSETS
THEY ALL HELP TO ADD
TOPIC AUTHORITY
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
6) IMPLEMENT STRONG SEO
HOUSE KEEPING
&
SOLID SEO PRACTICES TO
RANK HIGHER
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
LISTS & PARAGRAPHS
WORK BEST FOR US
WHAT GIVES US A
BETTER CHANCE OF
GETTING A QUICK
ANSWER?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
UNDERSTANDING OUR
USER’S INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
NEEDS
WANTS
DESIRES
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
+
SEO
HOUSE
KEEPING
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
QUICK ANSWERS
ACCOUNT FOR 3% - 5%
OF OUR MONTHLY
PUBLISHING TRAFFIC
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
TAKEAWAYS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
1) BE RANKED ON PAGE 1
2) ACTUALLY ANSWER THE QUESTION – 100 WORDS
3) ADDRESS THE QUESTION IN THE PAGE TITLE
4) ANSWER MULTIPLE QUESTIONS
5) CREATE UNIQUE QUALITY CONTENT – 1,200+
TAKEAWAYS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
6) USE HEADINGS CORRECTLY (H2)
7) KNOW YOUR ENVIRONMENT & COMPETITORS
8) USE ASSETS, VIDEO, CALCULATORS, ETC.
9) GOOD ON-PAGE & TECHNICAL HOUSEKEEPING
10) UNDERSTAND YOUR USER & THEIR INTENT
RESOURCES
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
https://www.brightedge.com/blog/google-quick-answers/
https://searchenginewatch.com/sew/opinion/2414342/google-answer-boxes-the-what-why-and-how
https://moz.com/blog/101-google-answer-boxes-a-journey-into-the-knowledge-graph
https://moz.com/blog/what-we-learned-analyzing-featured-snippets
https://moz.com/blog/how-to-appear-in-googles-answer-boxes-whiteboard-friday
https://getstat.com/blog/featured-snippets/
https://seomoz.box.com/shared/static/sbzn8ajzp93mjjg94261xcd57dn9q5x3.pdf
#brightonSEO 3four.co.uk | www.slideshare.net/username | www.linkedin.com/in/adrianphipps
THANKS
FOR LISTENING

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How to rank for quick answers in Google - April 2017 - Adrian Phipps

Notes de l'éditeur

  1. Pic of man in tent
  2. Buying a tent
  3. Camp site – lots of tents to choose from
  4. Marketing function Needs wants desires User intent is at the heart of Quick answers
  5. Now we know the most important thing in seo – lets look at quick answers
  6. Rich snippet Featured snippet Answer boxes Quick answers All the same
  7. Exxample of where lists would work best
  8. Exxample of where lists would work best
  9. Exxample of where lists would work best
  10. Intent is to see a tabular answer for a comparison Cooking , recipe content requires a list approach as the intent is to follow a recipe
  11. Add info relating to what google looks for in quick answers
  12. By now you will have started to understand how we at Saga think and approach securing quick answers a little. It all starts with User Intent.
  13. How to sell this into my company More traffic Low hanging fruit More engagement
  14. How to sell this into my company More traffic Low hanging fruit More engagement
  15. How to sell this into my company More traffic Low hanging fruit More engagement
  16. This is what we should do Data Insights Moz Brightedge Competitors Trial and testing
  17. This is what we should do Data Insights Moz Brightedge Competitors Trial and testing
  18. How to sell this into my company More traffic Low hanging fruit More engagement
  19. Pic of man in tent
  20. How to sell this into my company More traffic Low hanging fruit More engagement
  21. How to sell this into my company More traffic Low hanging fruit More engagement
  22. How to sell this into my company More traffic Low hanging fruit More engagement
  23. How to sell this into my company More traffic Low hanging fruit More engagement
  24. Practical steps to understand intent How to understand your niche – what to look for How to start testing quick answers and types Look at competitors Use a tool such as brightedge or moz to find keywords that have quik answers Need to express how someone can go to their desk and start doing quick answers How do we define what success looks like How to sell to stakeholders the value?
  25. Practical steps to understand intent How to understand your niche – what to look for How to start testing quick answers and types Look at competitors Use a tool such as brightedge or moz to find keywords that have quik answers Need to express how someone can go to their desk and start doing quick answers How do we define what success looks like How to sell to stakeholders the value?
  26. Practical steps to understand intent How to understand your niche – what to look for How to start testing quick answers and types Look at competitors Use a tool such as brightedge or moz to find keywords that have quik answers Need to express how someone can go to their desk and start doing quick answers How do we define what success looks like How to sell to stakeholders the value?