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SERP Features Glossary: Redefining the SEO landscape - BrightonSEO September 2019

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In the age of zero click searches, knowing your search landscape is more important than ever. The fight SEOs have to win is
increasingly harder, and the battlefield is constantly changing. What initially began as an internal training session with the
ROAST SEO team, soon became an industry-first SERP feature glossary detailing almost 40 different features that we had
found whilst searching in the UK.

Veröffentlicht in: Marketing

SERP Features Glossary: Redefining the SEO landscape - BrightonSEO September 2019

  1. 1. SERP Features Glossary: Redefining the SEO landscape Paige Hobart // SEO Team Director // ROAST bit.ly/serp-slides @PaigeHobart
  2. 2. So what ARE SERP Features?? @PaigeHobart
  3. 3. @PaigeHobart So how many SERP features are there? 16 16 24 1717 39
  4. 4. @PaigeHobart No Seriously – 39 different types!
  5. 5. 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 (Rich Snippet) a) Organic, Image b) Carousel, Organic, Image 14. Images (block) 15. Jobs Search 16. Knowledge Card (no site reference) 17. Knowledge Card (Advanced): Sports 18. Knowledge Graph Carousel (Places, People Things) 19. Knowledge Panel a) Inc. Google My Business b) Exc. Google My Business c) Inc. Unique data (cinema times) 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 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 bit.ly/serp-feat
  6. 6. You can divide them into ‘Rich Snippets’ 1. Accelerated Mobile Pages (AMP) 2. Breadcrumbs 3. FAQ’s 4. How To (1-2) a) How To Drop-downs b) How To Carousel 5. Images (Rich Snippet) a) Organic, Image b) Carousel, Organic, Image 6. Podcasts 7. Ratings & Reviews 8. Search Box 9. Sitelinks & Jump to’s 10. Translate Elements that can enrich the snippet already in the SERPs bit.ly/serp-feat
  7. 7. Or ‘Universal Results’ 1. Answer Box Results (ABRs) 2. App download 3. Discover More Places 4. Events 5. Explore Panels 6. Featured Snippets 7. Google Flights (Paid) 8. Google Hotels (Paid) 1. Map pack 2. Hotels Price Bar Graph 9. Images block 10. Jobs Search 11. Knowledge Card (basic) 12. Knowledge Card (Advanced): Sports 13. Knowledge Graph Carousel 14. Knowledge Panel a) Inc. Google My Business b) Exc. Google My Business c) Inc. Unique data (cinema times) 15. New Packs & News Carousels 16. People Also Ask (PAAs) 17. People Also Search For a) PAA Style b) Individual Listing 18. Places & Map Packs 19. PPC ads (Paid) 20. Recipes a) Recipe Carousel b) Recipe Cards 21. Refine by 22. Related Searches a) Related Searches & Featured Snippet Combo 23. Research Carousel 24. Scholarly Articles 25. See Results About (Knowledge Panel Links) 26. Shopping (Paid) 27. Sign in (Voice Assistant) 28. Twitter Box 29. Videos a) Video Answers b) Video Carousels bit.ly/serp-feat
  8. 8. We call them ‘Blocks’ for short bit.ly/serp-feat
  9. 9. Naming these things wasn’t easy bit.ly/serp-feat
  10. 10. The ‘Answer Box’ debate FYI Answer Box Results (ABRs) Are the umbrella term given to results like: ‘Featured Snippets‘ & ‘Knowledge Cards‘ @PaigeHobart bit.ly/serp-feat
  11. 11. So why should you care about SERP Features? @izzionfire https://twitter.com/izzionfire/status/1171741599652556800
  12. 12. So why should you care about SERP Features? Over 50% of all Google searches result in no-click to a website. https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
  13. 13. Know-click needed! Because of universal results like Knowledge Cards, you can find out instantly all the things you need to know about Ryan Reynolds… as well as other things… bit.ly/serp-feat
  14. 14. Advanced Knowledge Cards Like Sports! And weather… and how to correctly pronounce Aluminium @PaigeHobart bit.ly/serp-feat
  15. 15. This one links through to a whole portal of information, with related matches, news, players and more! So I wonder how much traffic the ACTUAL premier league site gets now?? And so it’s fair to say this wasn’t exactly 0-click either… It’s just that Google got them all Advanced Knowledge Cards @PaigeHobart bit.ly/serp-feat
  16. 16. Advanced Knowledge Cards @PaigeHobart bit.ly/serp-feat
  17. 17. Not 0-Click But Still No Clicks For Us
  18. 18. Not 0-Click But Still No Clicks For Us Google Hotels, Flights, and Jobs have all been around long enough, and all click through to Google-owned microsites or platforms.
  19. 19. Not 0-Click But Still No Clicks For Us But you CAN still be visible here!
  20. 20. Not 0-Click But Still No Clicks For Us But you CAN still be visible here!
  21. 21. Doing it to ourselves @PaigeHobart
  22. 22. Doing it to ourselves We see a new SERP Feature and we just can’t help ourselves from jumping on the bandwagon – coz hey! Featured Snippets turned out alright didn’t they? @PaigeHobart bit.ly/serp-feat
  23. 23. Always be assessing the risk v reward @PaigeHobart
  24. 24. • Informational The query is looking for information. Example: “Weather in Spain”, “How to make poached eggs”. • Transactional The query is looking to complete a transaction or conversion. This could be a download or buying a product or service. Example: “Cheap Xbox”, “Young Drivers Insurance” • Navigational The query is looking to locate a specific page. This is typically where branded keywords are most often used. Example: “Google Sheets”, “Facebook Login” Keyword Intent more important than ever ConversionRate Most research can be divided into the following three intent categories: @PaigeHobart
  25. 25. FAQs & Query Intent Transactional Page @PaigeHobart Research Page
  26. 26. KNOWING YOUR SEARCH LANDSCAPE
  27. 27. Organic Listings (10 per page), 50% PPC Ads, 23% SERP Features, 27% So how affected are we right now? SERP features appear on average across 27% of Page 1 @PaigeHobart bit.ly/search-landscape
  28. 28. Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% So how affected are we right now? But we can break this down into Rich Snippets & Universal Results (Blocks) @PaigeHobart bit.ly/search-landscape
  29. 29. Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% So how affected are we right now? And of course Rich Snippets take up significantly less space in the SERPs than UR Blocks @PaigeHobart bit.ly/search-landscape
  30. 30. So how affected are we right now? But this chart is based on a COUNT of them. @PaigeHobart Organic Listings (10 per page), 50% PPC Ads, 23% Universal Search Blocks, 11% Rich Snippets, 16% bit.ly/search-landscape
  31. 31. @PaigeHobart In this example the count of SERP features is just 3, but the count of PPC & Organic is at least 5… bit.ly/search-landscape
  32. 32. @PaigeHobart PPC Featured Snippet People Also Ask Organic 1 Organic 2-5 But you can see that is not representative of how much space these blocks are taking up in the SERP Rich Snippet – Site Link bit.ly/search-landscape
  33. 33. We’re working with Myposeo to attribute pixel size & position to every SERP Feature in the SERPs. @PaigeHobart PPC Featured Snippet People Also Ask Organic 2-5 Organic 1 Rich Snippet – Site Link bit.ly/search-landscape
  34. 34. @PaigeHobart But it’s Really Hard! bit.ly/search-landscape
  35. 35. 100 pxl 100 pxl @PaigeHobart PPC Featured Snippet People Also Ask Organic 2-5 300 pxl 350 pxl 250 pxl 400 pxl (100 per listing) Organic 1 Organic 1 RS – Site Link bit.ly/search-landscape
  36. 36. PPC, 20% Featured Snippet, 23% People Also Ask, 17% Rich Snippet - Site Link,7% Organic 2-5, 27% Organic 1, 7% That means… The top of Page 1 is actually 47% SERP Features @PaigeHobart bit.ly/search-landscape
  37. 37. But that’s just one SERP @PaigeHobart bit.ly/search-landscape
  38. 38. We took 10,529 keywords & duplicated them across mobile & desktop @PaigeHobart bit.ly/search-landscape
  39. 39. What we know now @PaigeHobart bit.ly/search-landscape
  40. 40. Of the 21,058 SERPs we assessed; Only 3,944 didn’t have a PAA (19%). @PaigeHobart bit.ly/search-landscape
  41. 41. @PaigeHobart Not all SERPs are created equal Looking across 23 different industries, across mobile & desktop in the UK SERPs 1. Alcohol 2. Automotive 3. Business 4. Charity 5. Education 6. Entertainment 7. Fashion 8. Finance 9. FMCG 10. Gambling 11. Health 12. Homeware 13. Hotels 14. Insurance 15. Music 16. News 17. Property 18. Restaurants 19. Sports 20. Technology 21. Transport 22. Travel 23. Utilities bit.ly/search-landscape
  42. 42. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% property homeware fashion gambling music health sports transport charity business technology education travel finance utilities news hotels automotive fmcg insurance entertainment restaurants alcohol Number of SF's Number of SEO Listings Number of PPC ads SERPs vary @PaigeHobart bit.ly/search-landscape
  43. 43. bit.ly/search-landscape SERPs vary A LOT @PaigeHobart 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% transport health gambling news automotive education charity business entertainment finance technology utilities travel insurance fmcg alcohol sports fashion music homeware hotels restaurants property SF - PAA RS - Sitelinks SF - Related Searches RS - Star Ratings SF - Featured Snippets RS - AMP RS - Image SF - Maps SF - Images SF - Knowledge Panel SF - Videos RS - FAQ SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - App download SF - Knowledge Card (AB) SF - PASF SF - Podcasts SF - Flights RS - Translate
  44. 44. 0% 10% 20% 30% 40% 50% 60% 70% transport health gambling news automotive education charity business entertainment finance technology utilities travel insurance fmcg alcohol sports fashion music homeware hotels restaurants property SF - PAA SF - Related Searches SF - Featured Snippets SF - Maps SF - Images SF - Knowledge Panel SF - Videos SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - App download SF - Knowledge Card (AB) SF - PASF SF - Podcasts SF - Flights Looking at JUST: UR Blocks @PaigeHobart
  45. 45. 0% 10% 20% 30% 40% 50% 60% alcohol automotive business charity education entertainment fashion finance fmcg gambling health homeware hotels insurance music news property restaurants sports technology transport travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - Image RS - FAQ RS - Translate Looking at JUST: Rich Snippets @PaigeHobart
  46. 46. Which Verticals are most affected? @PaigeHobart SF - PAA SF - PAA SF - PAA SF - PAA SF - PAA RS - Sitelinks RS - Sitelinks RS - Sitelinks RS - Sitelinks RS - Sitelinks SF - Related Searches SF - Related Searches SF - Related Searches RS - Star Ratings RS - Star Ratings RS - Star Ratings SF - Featured Snippets SF - Featured Snippets RS - AMP RS - AMP RS - Image RS - Image SF - Maps SF - Knowledge Panel RS - FAQ RS - FAQ SF - Hotels SF - Discover more places 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% property restaurants hotels insurance health SF - PAA RS - Sitelinks SF - Related Searches RS - Star Ratings SF - Featured Snippets RS - AMP RS - Image SF - Maps SF - Images SF - Knowledge Panel SF - Videos RS - FAQ SF - News SF - Hotels SF - Discover more places SF - Refine by SF - See Results About SF - Recipes SF - Twitter SF - PASF bit.ly/search-landscape
  47. 47. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - FAQ SF - PAA SF - Featured Snippets RS - Image SF - Maps SF - Images SF - Videos SF - News SF - Discover more places SF - Recipes SF - Twitter SF - App download SF - Podcasts RS - Translate SF - Related Searches SF - Knowledge Panel SF - Hotels SF - Refine by SF - See Results About SF - Knowledge Card (AB) SF - PASF SF - Flights So why should you care? @PaigeHobart bit.ly/search-landscape
  48. 48. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities RS - Sitelinks RS - Star Ratings RS - AMP RS - FAQ Green – Rich Snippets in your control @PaigeHobart bit.ly/search-landscape
  49. 49. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities SF - PAA SF - Featured Snippets RS - Image SF - Maps SF - Images SF - Videos SF - News SF - Discover more places SF - Recipes SF - Twitter SF - App download SF - Podcasts RS - Translate Orange - Fight For It, Win It @PaigeHobart bit.ly/search-landscape
  50. 50. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainment fashion finance fmcg gambling music news sports technology travel utilities SF - Related Searches SF - Knowledge Panel SF - Hotels SF - Refine by SF - See Results About SF - Knowledge Card (AB) SF - PASF SF - Flights Red – Pay for it or walk away @PaigeHobart bit.ly/search-landscape
  51. 51. Tips on winning the winnable @PaigeHobart • Google Jobs • FAQs • Featured Snippets • People Also Ask 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% alcohol health homeware hotels insurance property restaurants transport automotive business charity education entertainm… fashion finance fmcg gambling music news sports technology travel utilities bit.ly/search-landscape
  52. 52. Jobs @PaigeHobart The Recruitment vertical isn’t one we’ve built out yet, but we can all imagine what that looks like: bit.ly/search-landscape
  53. 53. Jobs @PaigeHobart The Jobs Search Feature, like Google Flights, Hotels, & advanced knowledge cards - clicks through to the portal. bit.ly/search-landscape
  54. 54. Jobs @PaigeHobart To be visible within this feature you should ideally be using schema mark-up: bit.ly/search-landscape
  55. 55. FAQs @PaigeHobart Similarly, FAQs requires schema mark-up to work. Test your code here: https://search.google.com/structured-data/testing-tool/ bit.ly/search-landscape
  56. 56. FAQs @PaigeHobart You can wrap already existing Question & Answer schema (not QAPage) in FAQPage if you already have this in place. bit.ly/search-landscape
  57. 57. FAQs @PaigeHobart BUT Remember to check which terms drive traffic to that page!!! bit.ly/search-landscape
  58. 58. Featured Snippets & PAAs @PaigeHobart Generally you can treat PAA optimisation the exact same as Featured Snippets. bit.ly/search-landscape
  59. 59. Featured Snippets & PAAs @PaigeHobart Shay Harel at Rank Ranger posted a really useful article on tracking & optimising PAAs https://www.rankranger.com/blog/serp-feature-strategy
  60. 60. Featured Snippets & PAAs @PaigeHobart They’re often much less competitive themselves, whilst appearing on major terms like ‘car insurance’ bit.ly/search-landscape
  61. 61. Featured Snippets & PAAs @PaigeHobart You don’t technically NEED Question & Answer Schema to appear – but it seems to help bit.ly/search-landscape
  62. 62. Featured Snippets & PAAs @PaigeHobart Ignore warnings; they’re more like ‘suggestions’. Do worry about errors. bit.ly/search-landscape
  63. 63. Featured Snippets & PAAs @PaigeHobart Look to your competitors to see what format Google likes for each of your keywords. bit.ly/search-landscape
  64. 64. Featured Snippets & PAAs @PaigeHobart Try to be the better, fresher, sexier answer. bit.ly/search-landscape
  65. 65. LOOKING FORWARD
  66. 66. Mini Apps – in-SERP Branded Apps https://www.youtube.com/watch?v=0Hyt7gjHYO4 @PaigeHobart
  67. 67. Do I need this? Does this help my existing customers? Does this help me gain new customers? @PaigeHobart New SERP Feature?
  68. 68. KEY TAKEAWAYS
  69. 69. @PaigeHobart Key takeaways The search landscape is changing constantly Make sure you’re not wasting effort on 0-click searches Know your vertical & its specific needs and threats Test the effects of winning that shiny new SERP feature
  70. 70. (0)20 8102 8500 roast@tipigroup.com weareroast.com Thank You Paige Hobart SEO Team Director Glossary: bit.ly/serp-feat SERPs Whitepaper: bit.ly/search-landscape Slides: bit.ly/serp-slides SEO@tipigroup.com

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