The SEO Holy Grail of Ranking on Page 1: Featured Snippets
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WordCamp Atlanta 2019: What is a featured snippet and why should you care? If you woke up today thinking you can succeed in SEO doing the same thing you did yesterday, you would be wrong. In 2019, the answer to ranking at the top of Google and driving more traffic is this: optimize for featured snippets (aka “Position 0.”). Come to this session and find out what featured snippets are and how to optimize for them, how to start showing up for voice search, and how to drive more traffic without creating new content or getting more backlinks.
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The SEO Holy Grail of Ranking on Page 1: Featured Snippets
- 1. THE SEO HOLY GRAIL OF RANKING ON PAGE 1: FEATURED SNIPPETS @jennymunn | #WCATL Site: jennymunn.com
- 2. Agenda: Featured Snippets - the SEO Holy Grail Evolution of SEO - Current Obstacles and Opportunities Featured Snippets 101 - What, Why, How, Who How to Win Featured Snippets - Case Studies & Best Practices Source: History.com
- 3. About Me (Jenny Munn) 2009-2010 2019
- 4. Evolution of SEO and Website Traffic Clicks
- 5. The Evolution of SEO 4 Trends That Have Affected Website Traffic and Clicks
- 6. Trend #1: SERPS Evolution Experian THEN Now
- 7. Search Ads & Google Shopping Ads
- 8. Map and Local Listings
- 9. Organic listing #1 and PAA
- 11. Mobile SERPS
- 12. Diversity of the SERPS @jennymunn | #WCATLSEO Holy Grail: Featured Snippets
- 13. Trend #2: Google’s Evolved Focus @jennymunn | #WCATLSEO Holy Grail: Featured Snippets Google is focused on answering QUESTIONS.
- 14. Trend: Queryless Way to Get Information
- 15. Trend: Queryless Way to Get Information
- 16. SEO Holy Grail: Featured Snippets “Impatience, immediate action, instant gratification, even some impulsiveness— these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.” In 2019 searchers want: 1. more useful information 2. more personalization 3. more immediacy Trend #3: Search Behavior In 2019 @jennymunn | #WCATL
- 17. Trend #4: Zero Click Searches Increasing SEO Holy Grail: Featured Snippets Zero Click Searches - the answer is displayed directly https://moz.com/blog/google- removing-organic-traffic https://www.slideshare.net/randfish /seo-on-the-serps-brighton-seo- closing-talk @jennymunn | #WCATL
- 18. What Does This Mean? We Must Evolve Our SEO Strategy! SEO Holy Grail: Featured Snippets Attention spans have gone down There is more than ever before competing with attention Organic listings are getting a HECK of a lot less clicks than ever - EVEN if you rank on “page 1” Adapt -> Featured Snippets @jennymunn | #WCATL
- 21. What is a Featured Snippet (aka Position 0) SEO Holy Grail: Featured Snippets An element in the SERP - a box containing text that directly answers a query @jennymunn | #WCATL
- 23. Why Spend Time Targeting Featured Snippets? SEO Holy Grail: Featured Snippets 1. Evolving SERPS Require an Evolving SEO Strategy (“no click searches”) ○ Younger audiences are more likely to “skip the click” (report by Path Interactive) 2. Voice Search 3. Higher than average CTRs 34% of all desktop searches result in no click. On mobile, 63% percent of users never click on search results. https://sparktoro.com/blog/ google-ctr-in-2018-paid- organic-no-click-searches/ @jennymunn | #WCATL
- 24. Voice Search SEO Holy Grail: Featured Snippets “According to Brainscape, the board exams to become a certified medical doctor….” @jennymunn | #WCATL
- 25. Higher Than Average CTRs: Example #1 SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 26. Example: Lead With Languages SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 27. Higher Than Average CTRs: Example # 2 SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 29. Conditions for Targeting Position 0 @jennymunnSEO Holy Grail: Featured Snippets ● You have to be a site worthy of ranking (intermediate tactic): authoritative, expert in your niche ● Identify a common question related to your niche ● Target queries that answer questions: ○ Who, What, Where, When, Why, Which, How, Best ● Keyword research tools: ○ Answer the Public or Keywordtool.io (free) ○ Moz Keyword Explorer (free + data with account registration) ○ SEMRush (premium)
- 30. Tactical On-Page Tips SEO Holy Grail: Featured Snippets ● Use the question as the URL (broken up by hyphens) ● Restate the question: use it as the title and/or in a sub-head (H2, H3) ● Answer the question in a succinct, clear (non-clever or ambiguous) manner ● Include a relevant, well-optimized image ● Use a natural, conversational tone ● Bottom line: ○ easy to read ○ authoritative answer @jennymunn | #WCATL
- 31. SEO Holy Grail: Featured Snippets Page Level: ● Quality, valuable, unique copy ● Keyword selection and usage ● Title tag and meta description ● Thoughtful sub-heads ● Scannability and overall page/content structure ● Media optimization Foundational On-Page in 2019 Site Level: ● Quality, valuable, unique copy ● Fast with clean code ● Structured data usage ● Overall site authority ● Good site architecture ● Solid backlinks @jennymunn | #WCATL
- 33. Approach #1: Optimizing Existing Authoritative Content SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 34. SEO Holy Grail: Featured Snippets Approach #2: Foundational SEO + Amplification Reason #1 - Technical: technical on-page SEO: schema, internal linking/cross-linking related content, site architecture REason #2 - Foundational SEO + Amplification: 1. Content Objectives: have good “all-purpose” content about learning and improving your brain + subject-matter specific content pointing to premium product pages. 2. Social Shares: secret weapon - seeding the content into email newsletters (catchy subject lines + several 100,000 subscribers) @jennymunn | #WCATL
- 35. Are You Currently Ranking for Featured Snippets? SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 36. Free: Google Search Console - Look for High CTRs SEO Holy Grail: Featured Snippets @jennymunn | #WCATL
- 37. Premium Tool: SEMrush (Position Tracking Report)
- 38. Premium Tool: SEMrush (Position Tracking Report)
- 39. Tool: MozBar from Moz (Chrome Extension)
- 40. Tool: MozBar from Moz (Chrome Extension)
- 42. Questions Thank you! @jennymunn | #WCATL Site: jennymunn.com LinkedIn: linkedin.com/in/jennymunn
Notas do Editor
- 5 years ago, everyone was asking: “how do I rank in Spot 1” was it. Today, the question is “how do I rank at Position 0”? What is this Position 0 you’re asking yourself.
- I submitted my first WC ATL speaking proposal in 2011 on SEO and the rest is history. I am very aware of the fact that it is such a privilege to be here, preaching the gospel of SEO, which is a subject I’m super passionate about. Today I’m a Google partner, and on the faculty for AMA speaking on SEO at several of their Dig MKTG conferences throughout the year.
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- Would you guys agree with the statement that Google has changed a fair amount over the past 10 years? Before we get into featured snippets, there’s a little something you have to understand. The way we need to make our sites visibile and prominently placed in the searche engines has evolved. Our SEO strategies have had to evolve. Here’ sone of the biggest changes: LONG GONE are the days of 10 little blue links. Let’s take this example: For the Google search, “Organic meat,” THIS is what you used to get. Here’s what you get NOW if you search “organic meat.” So let’s unpack this a little bit and understand what we’re dealing with here.
- First you have the ads - not JUST Search Ads, we also see Google Shopping Ads THEN you see the local map THEN you see the PAA - People Also Ask THEN you see the standard organic blue links
- First you have the ads - not JUST Search Ads, we also see Google Shopping Ads THEN you see the local map THEN you see the PAA - People Also Ask THEN you see the standard organic blue links
- Let’s unpack this…. And look at this a little more closely by exploring different elements of the SERP for the keyword “organic meat.” (search engine results page)
- First you have the ads - not JUST Search Ads, we also see Google Shopping Ads THEN you see the local map THEN you see the PAA - People Also Ask THEN you see the standard organic blue links
- First you have the ads - not JUST Search Ads, we also see Google Shopping Ads THEN you see the local map THEN you see the PAA - People Also Ask THEN you see the standard organic blue links
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Google is evolving from a SEARCH engine to an ANSWER ENgine
- We’re all like little toddlers I certainly NEVER go to page 2. On mobile google has started implementing more scrolling
- In 2018, Rand Fishkin put out a really great WBF on the disturbing trend and prevalence of direct answers; or what are known as Instant Answers; or Google Answer Box On one hand, this gives us more immediate answers, which is what we want, right? As a marketer, this stinks.
- How do we evolve our SEO strategy? One of the BEST ways of getting more clicks is by getting more Position 0. So let’s dive in to that.
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- At its most basic definition, a featured snippet is a box containing text that directly answers a query. Although a link to the content is provided, its goal is to provide users with a concise, direct answer to the question right on the search results page without having to click through.
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- According to a recent survey on click engagement from Path Interactive, younger searchers are more inclined to look to content in Featured Snippets and the Knowledge Panel without clicking through These are the results which are read aloud in response to voice searches.
- One of the key aspects of this is featured snippets, as these are the results which are read aloud in response to voice searches.
- Gaining Position 0 caused our CTR to go through the roof, from a CTR of 8% to a CTR of 25%. Today, it’s still hovering at 30%, surpassing the CTR for even the BRAND.
- Gaining Position 0 caused our CTR to go through the roof, from a CTR of 8% to a CTR of 25%. Today, it’s still hovering at 30%, surpassing the CTR for even the BRAND.
- Gaining Position 0 caused our CTR to go through the roof, from a CTR of 8% to a CTR of 25%. Today, it’s still hovering at 30%, surpassing the CTR for even the BRAND.
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Before we get into rich snippets, there’s a little something you have to understand. LONG GONE are the days of 10 little blue links
- Look for keywords that have a higher than average CTRs Be careful not to associate high CTRs for low impression kws
- Now that we understand some of the reasons why the OLD way of doing SEO cannot be our ONLY way of SEO, I’d like to introduce you to one of the top ways for driving traffic now: RICH SNIPPETS, AKA, Position o