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Optimizing for Position Zero: Featured Snippets & Food Bloggers

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#EFC2017 Conference - Get to Position Zero in 2017 and generate increased traffic and engagement on both mobile and desktop. Learn how any food blog, big or small, can optimize and generate featured snippets and get into the coveted position zero answer box.

Publicada em: Internet
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Optimizing for Position Zero: Featured Snippets & Food Bloggers

  1. 1. @MediaWyse
  2. 2. @MediaWyse Get this Presentation @ Slideshare:
  3. 3. @MediaWyse
  4. 4. @MediaWyse  What are Featured Snippets?  Types of Featured Snippets  Importance of Featured Snippets  How to Earn Featured Snippets  Featured Snippets Checklist  Session Takeaways & Resources What will we Learn Today?
  5. 5. @MediaWyse What are Featured Snippets?
  6. 6. @MediaWyse Featured Snippets are all the Rage…
  7. 7. @MediaWyse Google Defines as….
  8. 8. @MediaWyse Google Defines as…. When a user asks a question in Google Search, we might show a search result in a special featured snippet block at the top of the search results page. This featured snippet block includes a summary of the answer, extracted from a webpage, plus a link to the page, the page title and URL https://support.google.com/webmasters/answer/6229325?hl=en
  9. 9. @MediaWyse Where do Featured Snippets come from?
  10. 10. @MediaWyse Where do Featured Snippets come from? The summary is a snippet extracted programmatically from a webpage. When we recognize that a query asks a question, we programmatically detect pages that answer the user's question, and display a top result as a featured snippet in the search results.
  11. 11. @MediaWyse What about Structured Data? "We've discussed that with the team a few times, that maybe we should have a structured data markup that people can use to get featured snippets. But the team is happier to surface them organically. They didn't want to bog down webmasters with even more structured data markup to add to their pages."
  12. 12. @MediaWyse What about Structured Data?
  13. 13. @MediaWyse What about Structured Data? Takeaway: Featured Snippets are 100% content-focused. No special markup is needed to get them. You have the best answer, you get the snippet. Period.
  14. 14. @MediaWyse Seriously, ANYONE can get a Snippet!
  15. 15. @MediaWyse Live Result vs. Knowledge Card vs. Featured Snippet
  16. 16. @MediaWyse Live Result Example
  17. 17. @MediaWyse Live Result Example Live Results: These are weather results, sports scores, or anything that Google updates in real time from data providers
  18. 18. @MediaWyse Knowledge Card Example
  19. 19. @MediaWyse Knowledge Card Example Knowledge Cards: These are knowledge answers, where Google sources the response from a data source. In this case, Wikipedia.
  20. 20. @MediaWyse Featured Snippet “Answer Box” Example
  21. 21. @MediaWyse Featured Snippet “Answer Box” Example Featured Snippets: These are the Google Answers. Short answers sourced from on-page content. They present as a featured snippet at the top of the search results.
  22. 22. @MediaWyse Together, these make up 50% of Google SERPs.
  23. 23. @MediaWyse Featured Snippets are NOT part of the Knowledge Graph IMPORTANT: Featured Snippets are NOT part of the Knowledge Graph at Google. This is a Normal Search Result emphasized via Special Search Layout.
  24. 24. @MediaWyse What about “People Also Ask” Boxes (PAAs)?
  25. 25. @MediaWyse What about “People Also Ask Boxes” (PAAs)
  26. 26. @MediaWyse What about “People Also Ask” Boxes (PAAs)? PAAs: Google’s Machine-Learning Algos in action. Auto- generated related queries connected to the Featured Answer. These are increasing Significantly in the SERPs!
  27. 27. @MediaWyse Types of Featured Snippets
  28. 28. @MediaWyse Three Different Types of Featured Snippets… Paragraph-Style Snippet List-Style Snippet Table-Style Snippet
  29. 29. @MediaWyse List-Style Snippets
  30. 30. @MediaWyse List-Style Snippets List-Style: These appear for answers/queries that require individual steps. You find them in how-to, education, news, tutorial and recipe sites specifically.
  31. 31. @MediaWyse List-Style Snippets Type of Questions that are Common:
  32. 32. @MediaWyse List-Style Snippets List Answers are the 2nd-most Common Style. They show-up in 10+% of all Featured Snippets – GetStat.com
  33. 33. @MediaWyse Table-Style Snippets
  34. 34. @MediaWyse Table-Style Snippets Table-Style: These appear in more “robust” queries. You can’t answer these directly or more than one piece of information is required. Ranged data is very popular here.
  35. 35. @MediaWyse Table-Style Snippets Type of Questions that are Common:
  36. 36. @MediaWyse Table-Style Snippets Table Answers are the least Common Style. They show-up in 7+% of all Featured Snippets – GetStat.com
  37. 37. @MediaWyse Paragraph-Style Snippets
  38. 38. @MediaWyse Paragraph-Style Snippets Paragraph-Style: The most common featured snippet. These are usually direct, straight-forward “best” answers to definitional queries. This is the “default” unless a table/list is found.
  39. 39. @MediaWyse Paragraph-Style Snippets Type of Questions that are Common:
  40. 40. @MediaWyse Paragraph-Style Snippets Paragraph Answers show-up in 82% of all Featured Snippets – GetStat.com
  41. 41. @MediaWyse Ugh…BORING Casey! Why Should I Care?
  42. 42. @MediaWyse Importance of Featured Snippets
  43. 43. @MediaWyse Increased Brand Visibility
  44. 44. @MediaWyse Increased Brand Visibility LifeHealthPro.com operates in the Annuity niche. The “average” Keyword Difficulty score is 70%+. They are a MUCH smaller Niche Competitor.
  45. 45. @MediaWyse Leapfrog Bigger Sites
  46. 46. @MediaWyse Leapfrog Bigger Sites Featured Answers DO NOT CARE How Big or Small you are. Google has already stated Domain Authority does not Exist. If you have the best Page, you get the Snippet – SMX West, 2017
  47. 47. @MediaWyse Optimize for Voice Search
  48. 48. @MediaWyse Optimize for Voice Search Simply fire up Google Assistant or use Google’s search app to look for a recipe on your phone, and hit the ‘Send to Google Home button’. Next, say ‘OK Google, start cooking’, and the speaker will do its thing.
  49. 49. @MediaWyse Optimize for Voice Search Simply fire up Google Assistant or use Google’s search app to look for a recipe on your phone, and hit the ‘Send to Google Home button’. Next, say ‘OK Google, start cooking’, and the speaker will do its thing. Voice Search on Alexa, Siri, and Google NOW is huge! This is the Future of Search. No typing into Google. Conversational Search via Wireless Assistant!
  50. 50. @MediaWyse Saves $ on Google Adwords
  51. 51. @MediaWyse Saves $ on Google Adwords LifeHealthPro.com Theoretically Saves $10+ Million a Year in Google Adwords PPC Marketing Costs by being the current Position Zero Recipient.
  52. 52. @MediaWyse Big Traffic Potential
  53. 53. @MediaWyse Big Traffic Potential Spend With Pennies routinely outranks BIG sites like Food Network, All Recipes, Betty Crocker and Martha Stewart! Their Featured Snippet traffic numbers are in the Six-Figures!
  54. 54. @MediaWyse Featured Snippets are MIND-BLOWING!
  55. 55. @MediaWyse How to Earn Featured Snippets
  56. 56. @MediaWyse Reminder… Featured Snippets are NOT influenced by Structured Data. This is ALL Content and HTML Influenced.
  57. 57. @MediaWyse KISS Method – Keep It Simple Stupid • Paragraph: make sure your answer uses <p> tags. • Bullet List: make sure your answer uses <ul> tags. • Numbered List: make sure your answer uses <ol class=”list”> tags. • Table: make sure your answer uses <table> tags • Dress-Up: copy your competitor’s snippet structure & format.
  58. 58. @MediaWyse “Ask and Answer” Questions of your Content
  59. 59. @MediaWyse “Ask and Answer” Questions of your Content Two ways to generate featured snippet (answer box) results: Address the users’ queries first and foremost, then Optimize the answer box in a user preferred format.
  60. 60. @MediaWyse How to Find User Queries? – Answer the Public http://AnswerthePublic.com
  61. 61. @MediaWyse How to Find User Queries? – Answer the Public • Enter your Root Keyword • Click on “Data” • Focus on Questions related to your returned Query. • Focus on the Who, What, When Where, Are and How Prepositions. • Optimize your Content for those Q’s.
  62. 62. @MediaWyse How to Find User Queries? – Google Search Console
  63. 63. @MediaWyse How to Find User Queries? – Google Search Console Filter your Search Analytics by How, What, When, Where, Why, Does, How, Are, & other Q/A queries. Find content that Asks and Answers Questions. Then optimize accordingly!
  64. 64. @MediaWyse How to Find User Queries? – SEM Rush
  65. 65. @MediaWyse How to Find User Queries? – SEM Rush SEM Rush allows you to “Track” more Featured Snippets than any other Tool I’ve used. Use it to surface existing AND new SNIPPETS you can reach-out and grab!
  66. 66. @MediaWyse How to Find User Queries? – Moz Keyword Explorer
  67. 67. @MediaWyse How to Find User Queries? – Moz Keyword Explorer
  68. 68. @MediaWyse How to Find User Queries? – Moz Keyword Explorer Moz Keyword Explorer has a FANTASTIC Option to Identify “Q&A Query Content” and then Sort that by Search Volume. How-To Tutorial Here: http://bit.ly/kw-explorer-tutorial
  69. 69. @MediaWyse Need to Track Featured Snippets? – Moz Tools
  70. 70. @MediaWyse Need to Track Featured Snippets? – Moz Tools Moz Tools has a good Visual Interface to Track Featured Snippets easily. Use it to Surface Long-Tail KWs that you can Optimize for More Snippets.
  71. 71. @MediaWyse Featured Snippet Optimization
  72. 72. @MediaWyse Google is looking for “Snipp-able” Content
  73. 73. @MediaWyse Google is looking for “Snipp-able” Content The most common length of content in Featured Snippets is between 40-50 words. Keep your Content Length short enough to fit the Answer Box.
  74. 74. @MediaWyse Focus on “What” “How” & “When” Keywords
  75. 75. @MediaWyse Optimize your Images Correctly • 250px by 160px seems to be ideal! • Use your target keyword in file name. • Correctly optimize your ALT and Title Tag with your root keyword phrase. • Focus on the content around the image. Make sure it’s included on or around the target snippet. • Add an image either to the side or directly after your table or list.
  76. 76. @MediaWyse Write your Direct Answer Correctly. • Focus on User Intent. What are the TOP questions that users are asking of your content. Answer them. • Start with a CONCISE Headline that is in Question Format - “How High can a Coyote Jump?”. • Make your answer clear, simple and direct. This is the answer – nothing fancy. • If this is a “list” make sure all bullet steps are clear and unique. Don’t consolidate steps needlessly.
  77. 77. @MediaWyse Use the Correct HTML Markup (not Structured Data) • Mark-up Titles with H1 tags – Subheadings with H2 tags (especially Questions) • Ordered & Unordered Lists – Use the <ol> tag for numbered steps, the <ul> unordered tag for bullet point lists. • Use Paragraph Tags <p> especially with the first sentence BEFORE any steps or a list. • Use Table Tags <table> - if your answer uses tables make sure to use the correct tag.
  78. 78. @MediaWyse Use the Correct HTML Markup (not Structured Data) • Mark-up Titles with H1 tags – Subheadings with H2 tags (especially Questions) • Ordered & Unordered Lists – Use the <ol> tag for numbered steps, the <ul> unordered tag for bullet point lists. • Use Paragraph Tags <p> especially with the first sentence BEFORE any steps or a list. • Use Table Tags <table> - if your answer uses tables make sure to use the correct tag. Pro Tip: Correct Ordering is Important. Headline <H1> or <H2>, opening sentence, then your “list” or “table” ordering.
  79. 79. @MediaWyse Beware of Typos…
  80. 80. @MediaWyse Beware of Typos… In this case using “chose” and not “choose” supposedly caused the Featured Snippet to disappear. When fixed, it popped back in. But again…could have been anything really.
  81. 81. @MediaWyse …or Google Updates the Algo
  82. 82. @MediaWyse …or Google Updates the Algo There is A LOT of Volatility at Position Zero. Some days you are there, the next day you are gone! This is done Algorithmically by Google. Monitor your Snippets closely!
  83. 83. @MediaWyse Speaking of Volatility…
  84. 84. @MediaWyse Speaking of Volatility… Google is now “testing” Different Content Sources for the Same Featured Snippet. One links to a Recipe. One Links to Image Search. For those with GREAT Photography, this could be an Increased Benefit!
  85. 85. @MediaWyse This has not gone over well…
  86. 86. @MediaWyse Don’t like it? Google is Collecting Feedback.
  87. 87. @MediaWyse Don’t like it? Google is Collecting Feedback. Again though, NOTHING ILLEGAL ABOUT THIS. Google can source different Recipe Content for these Featured Snippets. And that includes Content from Different Sites.
  88. 88. @MediaWyse Bottom Line…
  89. 89. @MediaWyse Want to Opt-Out of Featured Snippets? You can opt out of featured snippets by preventing snippets on your page using the <meta name="googlebot" content="nosnippet"> tag on your page. This will remove all snippets on your page, including those in regular search results.
  90. 90. @MediaWyse But if you did…Here’s what you should expect
  91. 91. @MediaWyse Featured Snippets Checklist
  92. 92. @MediaWyse 8 Steps to Winning Position Zero: Checklist  Determine which Pages Qualify: is it on or close to Page One and already ranking?  Are Questions being Returned: What are they, and is your page optimized to answer them? (How do I, What is, etc.)  Research the Query Matches: are they in tables, lists, or paragraph format?  If these are Tables or Lists use the Correct Markup: format them with <ol> and <table> tags and make them pronounced.
  93. 93. @MediaWyse 8 Steps to Winning Position Zero: Checklist  Optimize Pages with H1 and H2 tags to “breakup” Content: Organize around a main concept and sub-headings for PAAs.  Focus on Technical SEO Considerations: Does the page load fast, is it mobile-friendly, how about SSL?  Focus on UX and Engagement: Does the page answer the query BETTER than existing content? Is it in the right format?  Update, Monitor and Resubmit: Use the Search Console Fetch Tool to Submit to Google and monitor for Improvements.
  94. 94. @MediaWyse Featured Snippets Resources
  95. 95. @MediaWyse Must-Read Featured Snippet Resources  Google Featured Snippets: https://support.google.com/webmasters/answer/6229325  GetStat.com Whitepaper: https://getstat.com/blog/featured-snippets/  Stone Temple Snippet Study: https://www.stonetemple.com/featured-snippets- machine-driven-improvement/  HubSpot Snippet Study: https://blog.hubspot.com/marketing/how-to-featured-snippet- box  SEMRush Featured Snippet Study: https://www.semrush.com/blog/how-to-earn-your- featured-snippets/  Larry Kim Game of Featured Snippets: https://moz.com/blog/game-of-featured- snippets-how-to-rank-in-position-0  Dr. Pete Ranking at Position Zero: https://moz.com/blog/ranking-zero-seo-for-answers  The Power of Featured Snippets (Glenn Gabe): http://bit.ly/gabe-featured-snippets
  96. 96. @MediaWyse Questions?
  97. 97. @MediaWyse Questions?
  98. 98. @MediaWyse

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