content for people and for google - anicca digital · • social media engagement? @fernando1angulo...

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CONTENT FOR PEOPLEAND FOR GOOGLE

6 offices 700+ employees 11 years

142 regional databases

4,000,000+users

clients in 190+

countries

SEMrush



4,000,000+users

clients in 190+

countries

SEMrush

2



4,000,000+users

clients in 190+

countries

SEMrush

How to get great results

for your clients?

8Content people usually search

Content

@fernando1angulo

9Content people usually searchContent

@fernando1angulo

10Content people usually searchContent

@fernando1angulo

How to optimize content for your usersThat people will find on Google

42

We analyzed...

featured

snippets keywords

6.9 million 80 million

Why do Featured Snippets Matter?

More Traffic

Increased CTR

More Revenue

Used for Voice

Search


$

More Traffic

Increased CTR

More Revenue

Used for Voice Search


$

Understanding Featured Snippets

34

Paragraph Featured Snippets

Understanding

Featured Snippets What are they?

35Understanding

Featured Snippets

ListFeatured Snippets

What are they?

36

What are they?

TableFeatured Snippets

Understanding

Featured Snippets

37

What Types of Keywords have Featured Snippets?

Understanding

Featured Snippets

38Understanding

Featured Snippets

39

Question Featured Snippets

Understanding

Featured Snippets

40

Questions

Snippets

“How to” keywords are fantastic

at earning featured snippet lists.

Understanding

Featured Snippets

41

41% of

questions

have featured

snippets.

Understanding

Featured Snippets

42

Preposition Featured Snippets

Understanding

Featured Snippets

Preposition

Snippets

43

Prepositions are a great opportunity

to optimize ordered and unordered lists.

Understanding

Featured Snippets

Preposition

Snippets

44Understanding

Featured Snippets

45

Comparison Featured Snippets

Understanding

Featured Snippets

Comparison

Snippets

46

Pricing keywords are the type of end-

of-buying-cycle keywords that tend

to have high conversions.

Understanding

Featured Snippets

Comparison

Snippets

47Understanding

Featured Snippets

The Small FamilyBlake and Sally Fredericks

●34 & 38 years old●Single Income Family●Household income $71,400●1-2 kids, preteen or younger●First or second time buyer●More likely to buy in a suburb/subdivision

Pain Points:

The MillennialsJack Whitaker and Kiara Harris

The Single WomanBarbara Lindor

Pain Points:

●32 & 31 years old●DINK: Dual Income No Kids●Combined income $96,250●First time buyers●Top 20 Metro Market●More money to spend upfront without

children

●68 years old●Retired●Medium income $52,200●2-3 kids, college or older●Seasoned buyer●More likely to buy in a suburb/subdivision

Pain Points:

Persona Research for your Clients

●Overall affordability●Quality of school districts●Convenience to job●Prefers a newer home

●Convenience to job●Prepared to renovate / invest in an older

home●Environmental impact

●Quality of neighborhood●Convenience to family, friends, and

healthcare facilities●Overall affordability

Buyers Journey for your ClientsThe Small Family

AWARENESS CONSIDERATION DECISION

Getting to Know the City

Looking for Realtors (PREPOSITIONS)

Check out Homes

Purchase (COMPARISON)

ResearchingBest Areas for Families (QUESTIONS)

Blake and Sally Fredericks

Formatting forFeatured Snippets

51Formatting yourFeatured Snippets

How much content should you write?

52

Create paragraphs in

the 40–60-word range.

Be succinct

Avoid giant walls of

text.

Formatting yourFeatured Snippets

53

Headers and subheaders are used on average in top performers.

22


54

of URLs are

secure (HTTPS).83%


55

The average Flesch-

Kincaid reading level was

7th grade.


56

On average, we

found 12 images with

ALT text

Earth seen from outer space

Earth seen from outer space


57

On average, we found 33

external link citations.


List

Snippets

58

You need to give the user a

reason to click through to your site.


59

Create lists with more

than 8 items.

Use longer lists so

Google is forced to

truncate the results.


Table

Snippets

60

Focus on end-of-buying-cycle

keywords, such as price.


Table

Snippets

61

Create tables that Google will

truncate.

Use more than 5 rows or 7

columns to achieve truncation

and encourage engagement.


Images in

Featured

Snippets

62

Use landscape images


63Formatting yourFeatured Snippets Cheat Sheet

How to create Growth for your Clients

To boost your client's content visibility

42

65

The Power Rangers Way1.

67

Hub & Spoke Model

This model helps

when thinking of

site infrastructure

& architecture.

68

Hub & Spoke Model

This also helps for

interlinking pages.

69

Plan out your site’s architecture

70

Strengthen what’s Working2.

71

What is your “Low Hanging Fruit”?

● Pages ranking between 5-10 (to push

them to the top 5)

● Pages with high impressions on GSC

but low CTR

● Pages ranking in positions on the

2nd page of Google

● Featured Snippet opportunities

@fernando1angulo

PEOPLE ALSO ASK =Other questions asked

@fernando1angulo

Part of PAAs containing the words below:

@fernando1angulo

PAA SERP Presence

@fernando1angulo

PAA & other features on the same SERP

@fernando1angulo

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 :)

@fernando1angulo

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

78

200713,000 Words

201118,000 Words

201420,000 Words

201724,000 Words

A A A A

79

Keyword Magic Tool

@fernando1angulo

Find ideas More specific keywords according to the website topic

@fernando1angulo

Find ideas

83

3.Boost what’s weak

84

Optimize content based on CTR

● If the CTR is low,

optimize the title

and description

85

Optimize Target pages

Identify pages that are NOT performing well, but you want them to

Add more content / h1’s, with semantically related keywords

Add featured snippet formatting

Add internal and external links to those pages

86

SEO Writting Assistant

87

Repurposing Framework4.

88

By @Aleyda from @Orainti

89

Videos Ebooks

Landing pages Tutorials & FAQ’s

Editorial content

Content Types for Reformatting

90

Demos and Tutorials Ebooks

Landing pages Lead-gen assets

Editorial content

Choose 5 to ReCYCLE and 5 to RePUBLISH

91

Keeping evergreen content relevant and current5.

92

● Track your evergreen

articles separately

● Every quarter, review

your articles and

update with MORE

content and updated

stats/news/etc

93

Track & Measure6.

copyright 2018 SEMrush

Get your content goals set up!

• User behaviour?

• Engagement?

• Conversion rates?

• Lead generation?

• Social media engagement?

Source: Marketing Insider Group@Fernando1Angulo

https://marketinginsidergroup.com/content-marketing/develop-content-marketing-strategy-not-plan/

95

Content Marketing Institute

B2B marketers report sales lead qualityas their #1 most important metric

for measuring content marketing success; even more important than sales and conversions.

@Fernando1Angulo

http://contentmarketinginstitute.com/2015/09/b2b-content-marketing-research/

B2B marketers

oppty.semrush.com

Search for New Prospects

copyright 2018 SEMrush

2019 most important digital marketing objectives

Source: Digital Marketing plan@Fernando1Angulo

http://ascend2.com/wp-content/uploads/2017/11/Ascend2-2018-Digital-Marketing-Plan-Report-171201.pdf

98

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

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Fernando AnguloHead of Communications at SEMrush

[email protected]

Thank you!

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content for people and for google - anicca digital · • social media engagement? @fernando1angulo...

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