COMPETING WITH GOOGLE IN A FEATURED SNIPPET WORLD State of Search 2015 Dallas, TX
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COMPETING WITH GOOGLE IN A
FEATURED SNIPPET WORLD
State of Search 2015Dallas, TX
Competing with Google in a
Featured Snippet World
How Websites Can Win
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About MeJennifer SleggI am the Founder & Editor of The SEM PostYou can find me at @jenstar@TheSEMPost www.TheSEMPost.com
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NEED TO THINK AS A USER
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NEED TO THINK AS A USER
Not as a Webmaster…Or a Site Owner…
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WHY GOOGLE LOVES
FEATURED SNIPPETSAnd no, it doesn’t require a tin foil
hat…
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“We’re trying to get you direct answers to your queries because it’s quicker
and less hassle than the ten blue links Google used to show. This is especially important on mobile where screens are
smaller and typing is harder. ”- Eric Schmidt
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“Because mobile phones can be difficult to use, Special Content
Result Blocks can help mobile phone users accomplish their
tasks very quickly”- Google Search Quality Rating Guidelines, Oct 2015
ARE YOU ANSWERING
THE QUESTION?
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▸ For featured snippets: State question either explicitly or implicitly on the page, then answer the question.
Gary Illyes, Google Webmaster Trends Analyst
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KNOW &KNOW SIMPLE
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KNOW &KNOW SIMPLE
▸ New to the 2015 Google Search Quality Rater’s Guidelines
▸ The intent of the query, regardless of whether it is asked as a question.
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KNOW &KNOW SIMPLE
KNOW QUERIES▸ Information queries that
are broad, complex and/or in-depth, and do not have a short answer
▸ Queries on controversial topics
▸ Queries with no definitive “right” answer
Usually no featured snippet
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KNOW &KNOW SIMPLE
KNOW QUERY EXAMPLES▸ Barack Obama▸ New York City▸ Graves Disease▸ What nickel is used for▸ Should I invest in Starbucks
stock
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KNOW &KNOW SIMPLE
KNOW SIMPLE QUERIES▸ Know Simple queries seek a very
specific answer, like a fact, diagram, etc.
▸ This answer has to be correct & complete, and can be displayed in a relatively small amount of space: the size of a mobile screen
▸ If most people would agree on a correct answer, and it would fit in 1-2 sentences or a short list of items
Many have featured snippets
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KNOW &KNOW SIMPLE
KNOW SIMPLE QUERY EXAMPLES▸ How tall is Obama▸ New York City Population 2013▸ Who is Graves Disease named
after▸ What is the symbol for element
nickel▸ What is the Starbucks stock
price
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KNOW & KNOW SIMPLE
▸ All Have Rich Answers18
KNOW &KNOW SIMPLE
KNOW VERSUS SIMPLE
A Know Simple query asks for a simple fact, which can be answered completely in a
small amount of space & the Know query answer is more
complex.
Google Search Quality Rater’s GuidelinesOctober 2015
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KNOW SIMPLE =FEATURED SNIPPET JACKPOT!
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FINDINGFinding featured snippets you already have
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FINDING FEATURED SNIPPETS
▸ You could already have featured snippets
▸ Websites are reporting they see none, when they actually do
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FINDING FEATURED SNIPPETS
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FINDING FEATURED SNIPPETS
▸ Find Your Featured Snippets▹ How▹ Why▹ When▹ What
▸ Implied Know Simple queries.▹ How tall is Daniel Radcliffe
versus▹ Daniel Radcliffe’s height▹ Smallest DLSR camera▹ What is smallest DLSR
camera
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IMAGESGetting Images in Featured Snippets
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IMAGES
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IMAGES
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IMAGES
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Technical:Images
Technical Tricks:
▸ “og:image”▸ Use ALT keywords▸ Keywords in image name▸ <meta property="og:image"
content="http://cognitiveseo.com/blog/wp-content/uploads/2014/05/Panda40.png" />
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VIDEOFeatured snippet secret weapon
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VIDEO
▸ Google Shows YouTube FS31
VIDEO
▸ Must have voice in video▸ Source is transcript not
description (which is wrong)
▸ 160k views
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RECIPESA new kind of snippet
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RECIPES
▸ Benefit from expanded Featured Snippet description
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RECIPES
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RECIPES
▸ Bing36
RECIPES
▸ Bing37
BEWAREHow to lose a featured snippet
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LOSS OF A FEATURED SNIPPET
Loss of a Featured Snippet▸ Lowes.com▸ Keyword “Water Heaters”▸ Title: Water Heater
Buying Guide
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LOSS OF A FEATURED SNIPPET
Loss of a Featured Snippet
▸ New Content Added▸ Duplicate; No Canonical
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LOSS OF A FEATURED SNIPPET
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LOSS OF A FEATURED SNIPPET
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LOSS OF A FEATURED SNIPPET
▸ The New Winner43
CONTENTQuality Content Counts
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CONTENT
▸ All results from first page▸ Seen as low as #5 with
featured snippet
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CONTENT
▸ Panda “Cures” Can Hurt▹ Content Removal Warning
• Word count
• Forums
• UGC
• Comments
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CONTENT
▸ Avoid the Hard Sell47
CONTENT
▸ A “Free” Shopping Ad48
RELATED QUESTIONS“People Also Ask…”
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RELATED QUESTIONS
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RELATED QUESTIONS
▸ These do not skew to the Wikipedias of the world
▸ They aren’t featured snippets of the query
▸ Some don’t rank on the first page for query
▸ BUT they all answer the question
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RELATED QUESTIONS
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RELATED QUESTIONS
▸ BONUS▸ More ideas for content!
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Thanks!Jennifer SleggFounder & Editor of The SEM Post@jenstar@TheSEMPost www.TheSEMPost.com
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