BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
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Izzi Smith presented on winning featured snippets by focusing on informational-transactional queries, providing structured content that solves user problems, and using schema markup to create rich snippets. She discussed a case study where Sixt improved brand awareness and conversions by developing rich snippets for car model pages that included additional content and car data with schema. Another example showed promoting structured answers to their own landing pages increased the featured snippet rate and click-through rate. The key takeaways are to understand user intent, create helpful content through problem and solution research, and make information easily understandable and shareable.
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BrightonSEO 2018 - Practical Insights into Winning Epic Featured Snippets
- 1. Izzi Smith @izzionfire Sixt rent a car Practical Insights into Winning Featured Snippets http://www.slideshare.net/IsobelSmith10
- 2. PRACTICAL INSIGHTS INTO WINNING EPIC FEATURED SNIPPETS
- 4. WHY I LOVE FEATURED SNIPPETS (AND WHY YOU SHOULD TOO)
- 5. @izzionfire #brightonSEO Example: Featured Snippet for „automarken“ (EN: „car brands“) MORE TRAFFIC
- 6. @izzionfire #brightonSEO GA – sixt.de/marken/ MORE TRAFFIC
- 7. @izzionfire #brightonSEO + 233% BOOKINGS + 602% REVENUE MORE CONVERSIONS
- 11. WHERE DO I START?
- 17. @izzionfire #brightonSEO GSC IN GOOGLE ANALYTICS Google Analytics -> Aquisition -> Search Console -> Queries -> RegEx
- 19. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
- 20. @izzionfire #brightonSEO ANSWER THE PUBLIC AnswerThePublic.com
- 21. @izzionfire #brightonSEO CUSTOMER SUPPORT & SALES TEAMS
- 22. @izzionfire #brightonSEO ASK YOUR PUBLIC Hotjar Forum Websites
- 23. @izzionfire #brightonSEO PEOPLE ALSO ASK BOXES
- 24. ASSESS THE QUERY INTENT
- 25. @izzionfire #brightonSEO INFORMATIONAL NAVIGATIONALTRANSACTIONAL „Sixt Van Rental“ e.g. „Sixt login“e.g. „rent a car in London“ e.g. „what is a car“ Transactional + Informational
- 26. FOCUS ON KEYWORDS WITH CLICK-THROUGH-INTENT
- 27. @izzionfire #brightonSEO LIMITED NEED TO CLICK:
- 28. @izzionfire #brightonSEO HIGHER CLICK INTENT:
- 29. NOW: THE FUN STUFF
- 30. LANDING PAGES: HOLISTIC OR SPECIFIC?
- 32. @izzionfire #brightonSEO GO HOLISTIC IF: CLUSTERSIMILAR,SMALLERTOPICS(e.g.FAQs) UTILIZEEXISTINGPAGESTRENGTH BUTMAKESURE: TOUSECLEARHEADERS&SUBSECTIONS IT‘SACTUALLYHOLISTIC
- 33. @izzionfire #brightonSEO GO SPECIFIC IF: REASONABLESEARCHVOLUME TOPICCAN/SHOULDBEEXPLAINEDINDETAIL POTENTIALFORRELATEDCONTENT HIGHERTRANSACTIONALINTENT
- 36. @izzionfire #brightonSEO F-SNIPPET WORTHY CONTENT FACTUAL HASSUPPORTINGDATAANDSOURCES WRITTENFORHUMANS IGNOREKEYWORDDENSITY(PLS)
- 38. GIVE IT SOME STRUCTURE!
- 39. @izzionfire #brightonSEO (W) / IS / DO/ COMMON QUESTIONS: PARAGRAPHS
- 40. PARAGRAPH SWEET SPOT: 40-60 WORDS
- 41. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 42. @izzionfire #brightonSEO PREPOSITIONS & COMPARIONS: LIST ARTICLES WITH CLEAR HEADERS
- 43. @izzionfire #brightonSEO „HOW TO“ / METHODS: LIGHT HTML <OL> <UL> LISTS
- 44. WHEN POSSIBLE… BULK OUT YOUR LISTS
- 47. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
- 48. @izzionfire #brightonSEO COMPARISONS & DATA: HTML TABLES
- 50. PROVE YOU‘RE AN EXPERT ON THE TOPIC
- 51. @izzionfire #brightonSEO PROVE YOUR EXPERTISE E-A-T(EXPERTISE,AUTHORITATIVENESS, TRUSTWORTHINESS) PROVIDESUPPORTINGDATAANDSOURCES ADDITIONAL,USEFULCONTENT REFERRINGLINKSFROMTRUSTEDSOURCES
- 52. Question KW Structured Answer Heading and Introduction! Visual aid! Fantastic additional content!
- 57. @izzionfire #brightonSEO RICH SNIPPETS ARE QUICK-N-EASY* Data Schema Mark up Rich Snippet*+ =
- 59. @izzionfire #brightonSEO Data Schema Mark up Search Engine Understanding ☺+ =
- 60. @izzionfire #brightonSEO "@type": "QAPage", "@type": “Answer", "@type": “Question",
- 61. @izzionfire #brightonSEO SCHEMA.ORG MARK-UP TO TEST
- 65. @izzionfire #brightonSEO 4:3 aspect ratio <600px Topic Relevant Compressed
- 66. DONE! NOW WHAT?
- 67. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –site:featuredsnippetdomain.com
- 68. @izzionfire #brightonSEO WHERE ARE YOU IN THE SNIPPET QUEUE? Query –featuredsnippetdomain.com AND –secondsnippet.com AND –third.com
- 69. DON‘T LOSE FAITH <3
- 71. 1. OVERCOMING LACK OF BRAND AWARENESS WITH FEATURED SNIPPETS
- 72. @izzionfire #brightonSEO TRANSACTIONAL CAR MODEL KEYWORDS e.g. rent a BMW 5 Series Ranking: #1 - #3
- 73. @izzionfire #brightonSEO BRAND AWARENESS IN THE UK Google Trends Data 2013 - 2018
- 74. SOLUTION? WE NEED RICHER SNIPPETS!
- 76. WE NEED OUR OWN CAR RENTAL RICH SNIPPET
- 77. WHAT DID WE DO?
- 79. @izzionfire #brightonSEO Heading, Intro & conversion copy Car data + Car Schema mark-up Additional Relevant content
- 80. WHAT HAPPENED?
- 81. yasss
- 84. RESULTS
- 85. @izzionfire #brightonSEO RESULTSSixt.com Sixt.co. ukCar Model Pages Generating a Snippet: 18% Bookings: +41% Sessions: +46% Bookings: +48% Sessions: +183% Car Model Pages Generating a Snippet: 28% YoY Data from GA Organic
- 88. @izzionfire #brightonSEO NEW ANSWER LAYOUT:
- 90. THAT‘S HOW IZZI IT IS (sometimes)
- 91. 3. PROMOTING CONTENT TO ITS OWN LANDING PAGE
- 95. GSC data (past 3 months, top 1000 keywords per segment) 0,00% 5,00% 10,00% 15,00% 20,00% 25,00% 30,00% 35,00% 40,00% 45,00% 50,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Featured Snippet CTR CTR%(Secrets)
- 96. KEY TAKEAWAYS
- 97. TARGET INFORMATIONAL-TRANSACTIONAL QUERIES TO DRIVE BOTH CLICKS AND REVENUE
- 98. CARRY OUT PROBLEM AND SOLUTION RESEARCH (NOT JUST KEYWORD RESEARCH)
- 99. PROVIDE EPIC, USER-FOCUSED CONTENT THAT SERVES A NEED
- 100. ENSURE YOUR CONTENT IS EASILY UNDERSTANDABLE AND GRABBABLE (STRUCTURED CONTENT & SCHEMA MARK-UP)
- 102. THANKS FOR LISTENING, AND GOOD LUCK! Izzi Smith – SEO Manager UK & US @ Sixt Twitter: @izzionfire LinkedIn: https://www.linkedin.com/in/izzi-smith/