Practical Insights into Winning Featured Snippets - CAMPIXX 2018
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My talk held at SEO Campixx in Berlin on 02.03.2018 shows tips and advice on how to discover, win and track those lucrative Featured Snippets. It also gives success stories from my work on the Sixt rent a car domains and how we won so many beautiful snippets.
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Practical Insights into Winning Featured Snippets - CAMPIXX 2018
- 1. PRACTICAL INSIGHTS INTO WINNING FEATURED SNIPPETS
- 2. Izzi Smith
- 3. SIXT IS ON FIRE
- 4. Agenda
- 5. Featured Snippets, aka Position 0, aka One Box
- 6. No longer a collection of blue links Izzi Smith
- 7. Izzi Smith
- 8. Avoid Google Knowledge Cards Izzi Smith These appear for questions that require a factual, quick answer, and they retrieve entity data from Google’s partner sources – just like the Knowledge Graph does.
- 9. Avoid Google Knowledge Cards Izzi Smith No referral URL Knowledge Card answers aim to keep the user on the SERPs, and normally don’t provide an attributed URL below, so you should avoid these keywords!
- 11. Featured Snippet Flavours • Paragraph – 60% Izzi Smith Source: STAT
- 12. Featured Snippet Flavours • List – 29% Izzi Smith Source: STAT
- 13. Featured Snippet Flavours • Table – 11% Izzi Smith Source: STAT
- 15. Increase the quantity of your traffic Example: Featured Snippet for „automarken“ (EN: „car brands“) Izzi Smith
- 16. Increase the quantity of your traffic • Example URL: https://www.sixt.de/marken/ • #1 most visited landing page (after the homepage) Izzi Smith
- 17. Increase the quality of your traffic Izzi Smith Example: Featured Snippet for „mietwagen mit winterreifen“ (EN: „car rental with winter tyres)
- 20. They‘re cool af Izzi Smith
- 21. The Recipe to Winning Featured Snippets
- 23. Research your Potential What questions are you currently ranking for? • Google Analytics -> Search Console -> Queries • Regular expression of Question keywords Izzi Smith
- 24. Research your Potential What questions can you answer? AnswerThePublic.com Izzi Smith
- 25. Research your Potential What questions can you answer? Izzi Smith
- 26. Additional research tips • Look into your competitors, Wikihow and Wikipedia • Think Longtail! • It‘s easier to steal a featured snippet than to generate a new one Izzi Smith
- 28. Answer the question Izzi Smith
- 29. Perfect answer content should... 1. Be written for humans! 2. Be factual 3. Solve the user‘s problem 4. Bonus points: Engaging elements (calculators, tables, bite-size facts) Izzi Smith
- 30. Provide useful additional content • Prove that you are a trusted source of knowledge on the topic as a whole Izzi Smith
- 31. Question KW Answer Heading and Intro! Awesome diagram! Fantastic additional content! 31
- 33. Choose the most relevant Format Izzi Smith
- 34. Choose the most relevant Format Source: Moz Izzi Smith
- 35. Choose the most relevant Format Izzi Smith
- 36. Choose the most relevant Format Izzi Smith
- 38. Fetch as Google Izzi Smith
- 40. Schema can help! Answer Data Structured Layout Featured Snippet+ =Satisfies User Intent + Understood by Machines+ Schema Mark-up! Izzi Smith
- 42. Don‘t harm your CTR Izzi Smith
- 43. Pad out your answers Izzi Smith
- 44. Lists: Google displays a maximum of 8 items Izzi Smith
- 46. Image Optimization Izzi Smith Always ensure your images are: • Relevant and useful • The correct size • Compressed. E.g. with tinypng
- 49. Car Model Landing Pages Izzi Smith
- 50. Izzi Smith
- 51. Izzi Smith
- 52. Quick and easy JSON-LD Generator Izzi Smith
- 53. Car Model Landing Pages Car Model Data Table Structure Featured Snippet+ =Kick ass Content+ Car Schema Mark-up+ Izzi Smith
- 54. Car Model Featured Snippets Izzi Smith
- 55. Car Model „Rich“ Snippets Izzi Smith
- 56. Why have one when you can have both? Izzi Smith
- 57. The Results: Car Model Snippets Pages Generating a Snippet: 18% Conversions: +41% Sessions: +46% Conversions: +48% Sessions: +183% Pages Generating a Snippet: 28% YoY Data from GA Organic Izzi Smith
- 58. Volatility with Car Model Featured Snippets Source: SERPlorer data of Car Pages Generating a Snippet Izzi Smith
- 60. Restructuring content for Snippets Izzi Smith
- 61. Restructuring content for Snippets Izzi Smith
- 62. Informational Featured Snippets Izzi Smith
- 64. Create landing pages for Snippets Izzi Smith
- 65. Create own landing pages for Snippets Izzi Smith
- 66. Create own landing pages for Snippets Izzi Smith
- 67. Question and Answer Schema Mark up Izzi Smith
- 70. Moz SERP Features Izzi Smith
- 73. Key Takeaways • Do your question keyword research and think Longtail • Provide informative answers for actual users • Format your answers in the most-likely-to-be-displayed structure • Provide additional, related content that brings value and relevancy • Test Structured Data & Schema.org influences • Bulk out your snippets to ensure they are clicked • Keep testing and trying • Don‘t give up ;) Izzi Smith
- 78. kautionsfrei.de • Cut down! I found 45 questions! • Unify your landing page strategy • What page do you want to rank for what keyword? • Simplify page structure Izzi Smith
- 80. Izzi Smith
- 81. personensuche.de • How are your user engagement metrics? • Get rid of huge ad space • H2 as question • Optimize for mobile • Potentially re-write for a beautiful URL (with KW) Izzi Smith
- 82. Izzi Smith