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How to rank higher than No. 1 on Google - Fernando Angulo, SEMrush

How to rank higher than No. 1 on Google: A SERP features story. You’ve seen more and more methods for ranking #0 in search results lately, right? You’ve likely seen the People Also Ask (Related Questions) boxes – the accordion-like question and answer boxes are Google search result pages (SERPs). Introducing why Featured Snippets are an important part of SEO and digital marketing and how you can appear in them to drive increased traffic to your site.

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How to rank higher than No. 1 on Google - Fernando Angulo, SEMrush

  1. 1. KEYNOTE Fernando Angulo HEAD OF COMMUNICATIONS, SEMRUSH DUBAI, UAE ~ OCTOBER 22 - 23, 2019 DIGIMARCONMIDDLEEAST.COM | #DigiMarConMiddleEast DIGIMARCONDUBAI.AE | #DigiMarConDubai How to Rank Higher Than No. 1 on Google
  2. 2. @Fernando1Angulo @SEMrush_es
  3. 3. 2 6 offices 700+ employees 10 years 143 regional databases 4,000,000+ users clients in 150 countries SEMrush
  4. 4. 6 offices 700+ employees 10 years 142 regional databases 4,000,000+ users clients in 190+ countries SEMrush
  5. 5. 2 6 offices 700+ employees 10 years 142 regional databases 4,000,000+ users clients in 190+ countries SEMrush
  6. 6. SERPs results has changed
  7. 7. 9Content @fernando1angulo
  8. 8. 10 SERPs in 2019Content @fernando1angulo
  9. 9. 11 Content people usually searchContent @fernando1angulo
  10. 10. How to optimize content for being better than #1? 42
  11. 11. We analyzed... featured snippets keywords 6.9 million 80 million #DIGIMARCON @fernando1angulo
  12. 12. We analyzed... featured snippets keywords 6.9 million 80 million #DIGIMARCON @fernando1angulo
  13. 13. Why do Featured Snippets Matter?
  14. 14. More Traffic Increased CTR More Revenue Used for Voice Search Why do Featured Snippets Matter? $ #DIGIMARCON @fernando1angulo
  15. 15. More Traffic Increased CTR More Revenue Used for Voice Search Why do Featured Snippets Matter? $ #DIGIMARCON @fernando1angulo
  16. 16. More Traffic Increased CTR More Revenue Used for Voice Search Why do Featured Snippets Matter? $ #DIGIMARCON @fernando1angulo
  17. 17. More Traffic Increased CTR More Revenue Used for Voice Search Why do Featured Snippets Matter? $ #DIGIMARCON @fernando1angulo
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  32. 32. Understanding Featured Snippets
  33. 33. 35 Paragraph Featured Snippets Understanding Featured Snippets What are they? #DIGIMARCON @fernando1angulo
  34. 34. 36Understanding Featured Snippets List Featured Snippets What are they? #DIGIMARCON @fernando1angulo
  35. 35. 37 What are they? Table Featured Snippets Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  36. 36. 38 What Types of Keywords have Featured Snippets? Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  37. 37. 39Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  38. 38. 40 Question Featured Snippets Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  39. 39. 41 Questions Snippets “How to” keywords are fantastic at earning featured snippet lists. Understanding Featured Snippets
  40. 40. 42 41% of questions have featured snippets. Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  41. 41. 43 Preposition Featured Snippets Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  42. 42. Preposition Snippets 44 Prepositions are a great opportunity to optimize ordered and unordered lists. Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  43. 43. Preposition Snippets 45Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  44. 44. 46 Comparison Featured Snippets Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  45. 45. Comparison Snippets 47 Pricing keywords are the type of end- of-buying-cycle keywords that tend to have high conversions. Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  46. 46. Comparison Snippets 48Understanding Featured Snippets #DIGIMARCON @fernando1angulo
  47. 47. Formatting for Featured Snippets
  48. 48. 50Formatting your Featured Snippets How much content should you write? #DIGIMARCON @fernando1angulo
  49. 49. 51 Create paragraphs in the 40–60-word range. Be succinct Avoid giant walls of text. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  50. 50. 52 Headers and subheaders are used on average in top performers. 22 Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  51. 51. 53 of URLs are secure (HTTPS).83% Formatting your Featured Snippets
  52. 52. 54 The average Flesch- Kincaid reading level was 7th grade. Formatting your Featured Snippets
  53. 53. 55 On average, we found 12 images with ALT text Earth seen from outer space Earth seen from outer space Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  54. 54. 56 On average, we found 33 external link citations. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  55. 55. List Snippets 57 You need to give the user a reason to click through to your site. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  56. 56. 58 Create lists with more than 8 items. Use longer lists so Google is forced to truncate the results. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  57. 57. Table Snippets 59 Focus on end-of-buying-cycle keywords, such as price. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  58. 58. Table Snippets 60 Create tables that Google will truncate. Use more than 5 rows or 7 columns to achieve truncation and encourage engagement. Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  59. 59. Images in Featured Snippets 61 Use landscape images Formatting your Featured Snippets #DIGIMARCON @fernando1angulo
  60. 60. 62Formatting your Featured Snippets Cheat Sheet #DIGIMARCON @fernando1angulo
  61. 61. What is PAA?
  62. 62. PAA is not Featured Snippet
  63. 63. PAA is not “Searches related” at the SERP bottom 7
  64. 64. PEOPLE ALSO ASK = Other questions asked 8
  65. 65. 9 ▪ 1M KW analysed ▪ 80,231 with PAA -> 8.08% 80K with PAA 8.08% with PAA Netherlands Percentage of PAAs
  66. 66. 18 Search volume and PAA presence on the SERP Netherlands
  67. 67. 25 PAA AnatomySERP functionality anatomy
  68. 68. PAA results format ● PARAGRAPH – 50.70% (40 679 PAA) ● LIST – 40.72% (32 671 PAA) ● TABLE – 8.58% (6881 PAA) 54.74 % PAA paragraphe 50.70% PAA Paragraph 40.72% PAA List 26 Netherlands
  69. 69. 34#DIGIMARCON @fernando1angulo
  70. 70. PAA SERP Presence: Desktop & Mobile 35#DIGIMARCON @fernando1angulo
  71. 71. PAA Results Appear more often in mobile PAA Results Increase chances of getting clicks and higher CTR PAA Results Take up much screen space PAA in Mobile 36#DIGIMARCON @fernando1angulo
  72. 72. Too often forgotten: Google displays topics of related Featured Snippets in the "People Also Ask" box. So you can gain a lot more visibility. 37#DIGIMARCON @fernando1angulo
  73. 73. PAA in the presence of other SERP features 38#DIGIMARCON @fernando1angulo
  74. 74. PAA in the presence of other SERP features 39#DIGIMARCON @fernando1angulo
  75. 75. PAA in the presence of other SERP features 40#DIGIMARCON @fernando1angulo
  76. 76. Positions of the sites presented in the PAA box ● ~ 73% of PAA don’t rank in organic results by the keywords examined ● ~ 2.5% of PAA come from position 5-9 ● ~ 5% of PAAs are generated from positions 10-20 ● ~ 12% sites with outside the TOP 20 position appear in PA The page does not appear in the organic results by the keywords examined Suddenly... everyone has a chance :) 41#DIGIMARCON @fernando1angulo
  77. 77. Positions of the sites presented in the PAA box ● ~ 80% of PAA don’t rank in organic results by the keywords examined ● ~ 2.3% of PAA come from position 5-9 ● ~ 4.3% of PAAs are generated from positions 10-20 ● ~ 8.2% sites with outside the TOP 20 position appear in PA The page does not appear in the organic results by the keywords examined 41 Suddenly... everyone has a chance :) Mostly in mobile #DIGIMARCON @fernando1angulo
  78. 78. How to benefit? Ways to optimize Content for Featured Snippets and expand PPA score 42
  79. 79. 81 Identify the Right Keywords How to Earn Featured Snippets 1. #DIGIMARCON @fernando1angulo
  80. 80. Keywords that already have a featured snippet 82How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  81. 81. Keywords where your COMPETITORS have a featured snippet 83How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  82. 82. Keywords where you’re ranking in the top 5 can be used to earn featured snippets. 84How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  83. 83. 85 Format your Content for Featured Snippets2. How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  84. 84. Use Lists, Tables, and Images (correctly sized) 86How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  85. 85. 87 Turn your Authoritative Pages into Featured Snippet Hubs3. How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  86. 86. Upgrade & Optimize your Top Authority Pages 88How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  87. 87. 89 Link to your Target Pages 4. How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  88. 88. Maximize Internal Links with Hub & Spoke Model 90How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  89. 89. 91 Amplify for Social Signals 5. How to Earn Featured Snippets
  90. 90. Use Blogger & PR outreach to increase external social sharing and links to your target pages 92How to Earn Featured Snippets #DIGIMARCON @fernando1angulo
  91. 91. How do I know if a site has Serp Features? 43#DIGIMARCON @fernando1angulo
  92. 92. How do I know if a site has Serp Features? Check the SERP 44#DIGIMARCON @fernando1angulo
  93. 93. Find ideas 46#DIGIMARCON @fernando1angulo
  94. 94. Find ideas Questions 47#DIGIMARCON @fernando1angulo
  95. 95. 97 TAKEAWAYS Don’t Be Afraid to Update Your Clients Old Content Interlink pages on your Client's Web Site to Boost them Put Your Client's Content on Slideshare and Quora Turn Old Blog Posts into eBooks, Videos, Infographics Optimize articles based on INTENT for each keyword Keep updating evergreen articles at least quarterly 1. 2. 3. 4. 5. 6.
  96. 96. Thank You!Reach out if you have questions! SEMrush.com f.angulo@semrush.com Fernando Angulo

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