Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019
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The document discusses strategies for driving meaningful clicks through search engine result page (SERP) enrichments. It recommends identifying searcher intents based on SERP features to optimize strategies. Pure answer-intent queries with no clicks should be avoided. Local search packs are one of the last remaining organic revenue drivers, so businesses should aim to rank prominently there. Structured data, featured snippets, and on-page optimizations like images, tables and sitelinks can enrich search results and increase click-through rates. The goal is to bring only visitors whose intents can be meaningfully satisfied on a site.
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Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019
- 1. IZZISMITH.COM/SLIDES/ DRIVING *MEANINGFUL* CLICKS WITH ENRICHED SERPS IZZI SMITH // SIXT // @IZZIONFIRE
- 3. What are SERP Features & Enriched SERPs?
- 5. Are they bad for my SEO?
- 11. BUT…
- 12. IN 2019, YOU NEED TO SPEND EFFORT ON: EnrichingyourSnippetsandSERPFeaturepresence toincreaseCTR Bringingtherightkindofclicks Avoidingtimewastingonno-clickqueries Buildingupstrong,connectedentities
- 14. Let‘s talk about CTR… AS A RANKING FACTOR
- 15. Google: “Gary Illyes Reddit AMA”
- 16. “Dwell time, CTR, whatever Fishkin's new theory is, those are generally made up crap.” “Lots of people keep saying that part of the RB (RankBrain) system includes UX signals, including Dwell Time, Bounce Rate, Click Through Rate etc..” Q: A:
- 19. WHO SHOULD I LISTEN TO?
- 21. EVEN IF CTR ISN‘T A RANKING FACTOR, YOU SHOULD BE IMPROVING IT ANYWAY
- 22. IF CTR WAS A RANKING FACTOR: Googledefinitelywouldn‘ttellyou Peoplewouldmanipulateit Itwouldbefartoounreliable Wouldheavilyrelyonalgorithmtrust Clicksdonotalwaysequalsearchersatisfaction
- 23. WHAT IS SATISFACTION? SHORT CLICK NO-CLICK LONG CLICK LAST CLICK
- 24. YOUR JOB AS AN SEO SHOULD NOT STOP AT RANKING HIGH FOR KEYWORDS. THE GOAL IS TO BRING RELEVANT USERS TO YOUR SITE, AND TO HELP THEM FULFIL A PURPOSE.
- 27. DRIVE VISITORS THAT WANT TO BE ON YOUR SITE
- 28. BEAT OUTRANKERS TO THE CLICK WITH RICHER RESULTS
- 29. WIN EPIC BRAND AWARENESS IN ORGANIC
- 30. FIRST OF ALL…
- 31. There‘s a ton we can learn about Searcher Intent from SERPs…
- 32. Searcher Intents in their purest forms Inspired by: https://www.contentharmony.com/blog/classifying-search-intent/
- 33. TRANSACTIONAL Intention: Carrying out a specific action, spending cash money. SERP Feature: Paid (Shopping), Knowledge Results, F. Snippets.
- 34. ANSWER Intention: looking for a fast answer or direct data. SERP Feature: Knowledge Cards/ Panels, Featured Snippets
- 35. RESEARCH Intention: Looking for information. Methods, guides, comparisons. SERP Feature: Featured Snippets, Video Carousels, PAA.
- 36. LOCAL Example: looking for a service (in or nearby), geo-modifiers SERP Feature: Local Knowledge Panels, Map Packs, Carousels
- 37. VISUAL Example: “+Video“, “+ inspiration“, “how to“, tutorials SERP Feature: Video / image packs, carousels, Video FS
- 38. FRESH / NEWS Example: Trending topics SERP Feature: Top stories, carousels, Twitter, Knowledge Panel
- 39. BRAND Example: Company name (+ action) SERP Feature: Knowledge Panels. Sitelinks. Carousels (Twitter, Videos). It depends.
- 40. Hey Izzi, what do I do with this information tho??
- 41. IDENTIFYINTENT(S)BASEDONSERPFEATURES, NOTJUSTKEYWORDS. &USETHATRESEARCHTOOPTIMIZEYOUR STRATEGIES.
- 42. Don‘t forget to combine searcher intents! Fiery tip
- 43. Stop wasting time chasing no-click queries.
- 44. AVOID PURE ANSWER INTENT
- 46. When it comes to 2019 KW targeting strategies: Forgetunsustainable,pure-answer-intent,no-clickqueries. CheckiftheintentcanbemetdirectlyontheSERP(right noworinthefuture) Mid-Longtailisgettingevenmorelucrativeforyoutofocus on.
- 47. Understand how Google reports position data.
- 48. 1 2 3 11 Google: “Glenn Gabe demystifying GSC data”
- 49. Aim to rank „above the fold“ as a benchmark. Fiery tip
- 51. Be present and proud in Local Intent SERPs. It’s one of the last prominent organic features.
- 53. URL TRAFFIC URL REVENUE 01.03.2019 – 26.03.2019 YoY GA Org. +83% +119%
- 54. GETTING INTO THE LOCAL PACK REQUIRES LOVE Theobviousstuff:claim/createyour GMBlisting+consistentNAP Enrichedprofiles:[relevantimages, Usefulbusinessdescriptions] Strongon-pageoptimization Amountofreviews %ofreviewsrespondedto(esp. negative)
- 55. Rank for „best +“ queries. Socialproof+prominence=epic. Fiery tip
- 57. Structured Data is your friend!.. Some of the time.
- 58. STRUCTURED DATA PROVIDES MACHINE-READABLE MEANING TO OUR DELICIOUS CONTENT AND DATA
- 60. <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "VideoGame", "name": "Fallout 3", "genre": "Action Role-playing game", "url": "http://fallout.wikia.com/wiki/Fallout_3", "author": { "name":"Bethesda Game Studios", "url":"https://www.bethsoft.com/" }, "datePublished":"2008-10-28", "gamePlatform":["Microsoft Windows X", "Windows 7","Xbox 360","Xbox One","PlayStation 3","Playstation 4"], "contentRating":"ESRB M", "aggregateRating":{ "@type":"AggregateRating", "bestRating": "10", "ratingValue":"9", "ratingCount":"33", "author": "Gamespot", "url": "https://www.gamespot.com/reviews/fallout-3-review/1900- 6200093/" }, "actor": "Ron Perlman" } </script>
- 61. STRUCTURED DATA HELPS BUILD RICH RESULTS
- 62. RICH RESULT CTR – SIXT.CO.UK 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Rich Snippet CTR vs. Average CTR (sixt.co.uk) Rich Snippet CTR Average CTR +85% GSC data June - Aug, top 1000 keywords per filter
- 63. RICH vs. STANDARD ENGAGEMENT BOUNCE RATE TIME ON SITE +23%-31% CONVERSION RATE +52% 01.03.2019 – 26.03.2019 YoY GA Org.
- 64. STRUCTURED DATA ALSO FEEDS GOOGLE‘S KNOWLEDGE GRAPH
- 65. PLACE
- 66. THING
- 67. COMPANY
- 68. Enrich your entities. i.e. make sure Google steals the right data. Fiery tip
- 70. Build Associations (entity carousel)
- 72. Target and win Featured Snippets that have transactional intent!
- 74. RESEARCH + TRANSACTIONAL <3 Intention: Transactional research. Awareness & comparison. SERP Feature: Epic Featured Snippets.
- 75. MAKING FEATURED SNIPPETS DRIVE CLICKS: Bulkoutlistswithadditionalstepstowinthattasty„More items“option Enticing„buzzword“headlines Ensurecontentisusefulandunique–goodtrustsignalto theuser Compressedandrelevant images Comparisonqueriesare perfect
- 76. GSC data (past 3 months, top 1000 keywords per view) 0,00% 10,00% 20,00% 30,00% 40,00% 50,00% 60,00% 1 2 3 4 5 6 7 8 9 Average CTR vs Rich Snippet CTR vs Featured Snippet CTR (sixt.co.uk) Average CTR Rich Snippet CTR Featured Snippet CTR CTR%(Secrets)
- 78. Provide On-Page Optimizations that Enrich your Standard Snippets!
- 80. Mobile image thumbnails are on the rise, invest now! Fiery tip
- 82. 75%!
- 83. Do this right now: Checkquerieswithhighestmobiledevice impressionshareinGSC UseGoogleDevToolstocheckmobileSERPs Looklame? Addimageswithfocuscontentvisibleina centersquare EnsureoptimalOGimagesareset(sometimes takenasdefault)
- 84. HTML Tables are epic for snippet optimization. Fiery tip
- 86. Sitelinks are a great, achieveable snippet enrichment Fiery tip
- 89. Incorporate SERP enriching strategies into content briefings and page templates: achieve them organically. Fiery tip
- 90. TL;DR
- 92. THAT‘S HOW IZZI IT IS (sometimes)
- 93. GOOD LUCK AND THANK YOU! Questions and slides? Twitter: @izzionfire Email: isobel.smith@sixt.com Help us be even more on fire in SEO: https://www.sixt.jobs