I was pleased and excited to be invited to speak at Digtalium 2019, to talk what's happening in the search engine results pages

1. How we can respond to the
ever-changing face of Google
Search Result Pages?
Kelvin Newman // brightonSEO
https://www.slideshare.net/kelvinnewman
@kelvinnewman

2. @kelvinnewman
When you see your kids everyday it’s
hard to see how quickly they’re growing

3. @kelvinnewman
The changes are small, but
they happen all the time.
Eventually they accumulate in
a way you only realise when
you look back.

4. @kelvinnewman
That’s exactly what
happens with
search results
pages.
@kelvinnewman

5. Google not that long ago*
@kelvinnewman*Well 2002, which doesn’t feel long ago to me, also I feel old!

6. There’s two basic elements, adverts and natural results.
@kelvinnewman

7. That same search query now.
@kelvinnewman

8. @kelvinnewman
It’s still a search result page
but there’s a lot going on.
Let’s look at a few of those elements

9. Filter tabs
@kelvinnewman

10. Expanded Ads
@kelvinnewman

11. Local results and Map-pack
@kelvinnewman

12. Natural results which have been localised
@kelvinnewman

13. News results
@kelvinnewman

14. “People also ask” Boxes
@kelvinnewman

15. @kelvinnewman
And suggested searches

16. @kelvinnewman
This is just one SERP
SERP is short for Search Engine Results Page

17. @kelvinnewman
These are SERP Features.
That’s what I’m going to
be talking to you about
today.
@kelvinnewman

18. @kelvinnewman
So, who is this guy?
@kelvinnewman

19. Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman

20. @kelvinnewman
Room above the pub
I started organising a meet up in
the upstairs room of this pub
@kelvinnewman

21. @kelvinnewman
And 4000 people came
along to the last one
@kelvinnewman

22. @kelvinnewman
From 50 different
countries.
@kelvinnewman

23. @kelvinnewman

24. @kelvinnewman
@PaigeHobart has identified more than 39 different types

25. @kelvinnewman
And some have sub-variations!
1. Accelerated Mobile Pages (AMP)
2. Answer Box Results (ABRs)
3. App download
4. Breadcrumbs
5. Discover More Places
6. Events
7. Explore Panels
8. FAQ’s
9. Featured Snippets
10. Google Flights (Paid)
11. Google Hotels (Paid)
1. Map pack
2. Hotels Price Bar Graph
12. How To (1-2)
a) How To Drop-downs
b) How To Carousel
13. Images (1-3)
a) Organic, Image
b) Carousel, Organic, Image
c) Images
14. Jobs Search
15. Knowledge Card (no site reference)
16. Knowledge Card (Advanced): Sports
17. Knowledge Graph Carousel (Places,
People Things)
18. Knowledge Panel – Brand
a) Brand – Google My Business
b) Brand – Knowledge Graph
19. Knowledge Panel – Other
20. New Packs & News Carousels
21. People Also Ask (PAAs)
22. People Also Search For
a) PAA Style
b) Individual Listing
23. Places & Map Packs
24. Podcasts
25. PPC ads (Paid)
26. Ratings & Reviews (GMB)
27. Recipes
a) Recipe Carousel
b) Recipe Cards
28. Refine by
29. Related Searches
a) Related Searches & Featured
Snippet Combo
30. Research Carousel
31. Scholarly Articles
32. Search Box
33. See Results About (Knowledge Panel
Links)
34. Shopping (Paid)
35. Sign in (Voice Assistant)
36. Sitelinks & Jump to’s
37. Translate
38. Twitter Box
39. Videos
a) Video Answers
b) Video Carousels

26. @kelvinnewman
Paige has created a Glossary of these features
This deck is heavily in-debted to her and her exceptional work.
https://weareroast.com/news/serp-features-2019/

27. @kelvinnewman
0% 25% 50% 75% 100%
Restaurants
Hotels
Fashion
Property
Fmcg
Utilities
Education
Insurance
Business
Travel
Gambling
Transport
PAA Featured Snippets Map Pack
Images Refine by Knowledge Panel
FAQ Videos News Carousel
Google Hotels Discover more places Recipes
See Results About Twitter App download
PASF Knowledge Card (AB) Google Flights
Translate Related Searches Howto
SERPs vary A LOT
@PaigeHobart

28. @kelvinnewman
This is a change away from ten
blue links and some ads.
It has implications
Implications for how we understand success, how we
present our content and possibly even our business
model

29. @kelvinnewman
As usual with Google it’s not
good news for ad funded
publishers.

30. @kelvinnewman
This probably isn’t a good result for The Metro

31. @kelvinnewman
These are known as zero
click searches
@kelvinnewman

32. @kelvinnewman
https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/

33. @kelvinnewman
Usually the sort of queries that trigger zero click
searches are informational rather than transactional

34. @kelvinnewman
That doesn’t mean it isn’t
important.
As this story illustrates.

35. @kelvinnewman
Usually the sort of queries that trigger zero click
searches are informational rather than transactional

47. @kelvinnewman
But it comes with risks
@kelvinnewman

48. @kelvinnewman
These are FAQ Snippets based on schema

49. @kelvinnewman

50. @kelvinnewman
You get impression but not
clicks
Which comes with plenty of downsides.

51. @kelvinnewman
The easiest way to play in the space is with
Structured Data
https://developers.google.com/search/docs/data-types/article

52. @kelvinnewman
Google has pretty extensive
documentation
@kelvinnewman

53. @kelvinnewman
There’s also schema.org which
is cross platform

54. @kelvinnewman
Lots of CMS have schema and
structured data plugins
Another reason to choose Wordpress

55. Mostly it’s
still the
fundamentals

56. Understand what your customers
really want

57. And present it in a way search
engines can understand.

58. Don’t write for search engines
If you only take one thing away from today

59. Write for what search engines
think users want.
Instead what you want to do is
@kelvinnewman

60. Which is pretty similar to
“write for what users want”
Which I’d imagine you’re already pretty decent at.

61. A search engine is
asking, what is the
“best” answer to a
searchers question
@kelvinnewman

62. But “best” is doing a lot
of heavy lifting in that
sentence
@kelvinnewman

63. Based on a gazillion
websites what do the
best websites have in
common?
@kelvinnewman

64. They look good,
@kelvinnewman

65. They read well,
@kelvinnewman

66. And you can trust
them.
@kelvinnewman

67. in a way search engines can
understand…
But with one super-mega important caveat

68. At it’s crux that’s what SEO is
about.
Making websites look better, read better and become more trusted, in
a way search engines can understand.

69. @kelvinnewman
Image search has changed
it’s interface to encourage
“revised queries”.
One method to better understand users.

70. You’ll be familiar with seeing related searches, which can
help keyword ideas
@kelvinnewman

71. @kelvinnewman
You might even use tools to do
this
Use Answer the Public rather than Ubersuggest*
*It’s a much better tool

72. Image search generates suggestions like this
@kelvinnewman

73. Worth going down a few layers deep
@kelvinnewman

74. It’s also interesting the categorisation implied by the colours.
@kelvinnewman

75. Style ContextBrandMaterial Adjective
@kelvinnewman

76. Founder of BrightonSEO
@kelvinnewman
kelvin@brightonseo.com
http://www.slideshare.net/kelvinnewman
Kelvin Newman