the wild west of google featured snippets & direct answers - ari nahmani - smx israel 2015
TRANSCRIPT
GOOGLE DIRECT ANSWERSThe Wild West of Featured Snippets
Hi! Good Afternoon.
Ari NahmaniCEO / FounderKahena Digital [email protected]
TeamClients
Thanks, Barry. SMX Israel!
GOOGLE DIRECT ANSWERS
ALL YOUR SERPS ARE BELONG TO US
SERP REAL ESTATE TAKEOVER
“10 BLUE LINKS” DOESN’T EXIST.
SERP REAL ESTATE TAKEOVER
YOUR SEO & INBOUND STRATEGY NEED TO ADJUST.
97% OF SERPS HAVE SPECIAL FEATURES
97% OF SERPS HAVE SPECIAL FEATURES
NUMBER OF ORGANIC RESULTS
Less than 9 average ‘organic’ links per page!
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
KNOWLEDGE CARDS / DIRECT ANSWERS
AINT NOTHIN’ YOU CAN DO.
FEATURED SNIPPETS - THERE’S HOPE!
FEATURED SNIPPETS - THERE’S HOPE!
FEATURED SNIPPETS - THERE’S HOPE!
TIME FOR MARKERTERS TO RUIN IT….
FEATURED SNIPPETS
WHAT DO WE KNOW?
• Informational queries•Scraped structured content and lists•Appearance is fickle
WHAT DO WE KNOW?
•Relatively strong domains• Specific Language singals• Pulled from page 1 results
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
GOOGLE FEATURED SNIPPETS EXAMPLES
FEATURED SNIPPETS ARE FICKLE
• Featured snippets turn on and off based on clickstream / CTR data.
• When pages are crawled and indexed, content seems to be pre-processed for featured snippet formatting.
• Case study : Glenn Gabe
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
GOOGLE FEATURED SNIPPETS - FICKLE!
FEATURED SNIPPET COMPETITIVE ANALYSIS
DISCOVER FEATURED SNIPPETS1. Find all ranked keywords on page 1
that have ‘how to’ and similar informational queries
2. Check SERPs for presence of featured snippets (automatically)
3. Analyze structure and content
DISCOVER FEATURED SNIPPETS - SEMRUSH
DISCOVER FEATURED SNIPPETS - EXCEL
DISCOVER FEATURED SNIPPETS - RankRanger
DISCOVER FEATURED SNIPPETS
<meta property="og:image" content="http://cdn.instructables.com/FFZ/0UUG/HA4MBM7I/FFZ0UUGHA4MBM7I.RECT2100.jpg"/>
FEATURED SNIPPET OPPORTUNITIES ON YOUR SITE
DISCOVER FEATURED SNIPPETS – WMT / SC
DISCOVER FEATURED SNIPPETS – SCàEXCEL
DISCOVER FEATURED SNIPPETS – SCàEXCEL
FEATURED SNIPPETS – SEARCH ANALYTICS RANKING?
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – VALIDATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
DISCOVER FEATURED SNIPPETS – AUTOMATE
HOW CAN MARKETERS OPTIMIZE FOR FEATURED SNIPPETS?
OPTIMIZING FOR FEATURED SNIPPETS• Structured Content– H1s / H2s or CSS formatted headers– <UL> and <OL> formatted lists– Schema - not required but ItemList and
ItemListElement may nudge in right direction.– Consistent html elements throughout page– Open Graph Image tag– Basic on-page SEO (title tag, URL).
OPTIMIZING FOR FEATURED SNIPPETS• Optimized Language– Simple, factual statements and instructions.
Descriptive enough to include keyword modifiers (keyword research!), but not run-on or wavering.
– Command language seems to work well. – Preface each list with a bolded section title that you
want to show in SERP. – “The steps are:”, “Instructions:”, and similar prefaces
OPTIMIZING FOR FEATURED SNIPPETS• Reinforce the Featured Snippet Algorithm– Basic on-page elements seem to be extremely
strong signals– If you have a relatively strong site (critical mass of
inbound links / DA), how-to or answer-based content.
– Keyword research and competitive analysis based on ‘how to’ and other informational queries in your field. Find FS, try to influence and takeover results.
Thanks! Questions?
Ari NahmaniCEO / FounderKahena Digital [email protected]