google rich answers presentation for optimise oxford
TRANSCRIPT
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GOOGLE RICH ANSWERSWhy They Can No Longer Be Ignored
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SEO and Content Manager
@seanbutcher
ABOUT MESean Butcher
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WHAT ARE RICH ANSWERS?
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“A ‘rich answer’ is any attempt by Google to answer the searcher’s query in search results in a way not requiring a click through to a website.” - Eric Enge
Read this at: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
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EVENTS
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KEY DATES
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TABLES
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PEOPLE
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MAPS
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CAROUSELS
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These use ‘s own data or trusted sources
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WE’RE GOING TO FOCUS ON...
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FEATURED SNIPPETS (3rd PARTY)
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WE KNOW THEY ARE GROWING
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CHECK OUT THIS awesome study
https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
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Dec 2014 vs Jul 2015: 855,243 queries
July 2015December 2014
Source: stonetemple.com
Overall Growth in Rich Answers
22.6%
31.2%35%
30%
25%
20%
15%
10%
5%
0%
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PREDICTED TO BE 40% BY END OF 2015
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75% OF RICH ANSWERS ARE FEATURED SNIPPETS
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WHY ARE THEY GROWING?
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KNOWLEDGE GRAPH
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CONVERSATIONAL SEARCH HABITS
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VOICE SEARCH
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WHY WE NEED TO BE TAKING NOTE
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NOT EVERYONE IS HAPPY ABOUT THEM
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Read this at: http://googlepolicyeurope.blogspot.com.br/2014/09/we-built-google-for-users-not-websites.html
We built Google for users, not websites - Eric Schmidt
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See patent at - https://www.google.com/patents/US8819006
GOOGLE PATENT
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VISUALLY APPEALING
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Source: http://blog.optimaltargeting.com/2013/08/infographics-the-future-of-marketing/
BRAIN PROCESSES VISUALS 60,000x FASTER THAN TEXT
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CONTENT WITH RELEVANT VISUALS RECEIVES 94% MORE VIEWS
Source: https://blog.bufferapp.com/a-complete-guide-to-creating-awesome-visual-content
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Confluent Forms case study - ‘What is a RFP’ - http://searchengineland.com/get-featured-snippets-site-224959
BIG BOOST IN CTR
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Study by Ben Goodsell, read at - http://searchengineland.com/seo-featured-snippets-leads-big-gains-236212
FURTHER EVIDENCE
PERIOD GOOGLE ORGANIC SESSIONS TO LANDING PAGE
4 months before Quick Answer visibility 139,758
4 months after Quick Answer visibility 861,385
CHANGE 516.34%
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DON’T NEED TO BE ORGANIC #1
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SO HOW DO YOU ACHIEVE A FEATURED SNIPPET?
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Review in full at: https://support.google.com/webmasters/answer/6229325?hl=en
GOOGLE’S ADVICE
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ERIC ENGE’S ADVICE
Identify a simple question1
Provide a direct answer2
Offer valued added info3
Make it easy for users (and Google) to find4
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I CARRIED OUT A SMALL STUDY - 200
‘HOW’, ‘WHAT’, ‘WHERE’, ‘WHY’ QUERIES
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METRICS I LOOKED AT
The page with the highest DA in search result
The page with the most links in the search
result
DA, PA and links to
snippet page
Organic ranking of snippet page
(2)
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ORGANIC POSITIONAL SPREAD OF SNIPPET PAGE
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DOMAIN AUTHORITY OF SNIPPET
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WITH PAGE AUTHORITY...
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% OF RESULTS WHERE SNIPPET HAS HIGHEST DA
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Snippets DA: 74
Search result with highest DA
DA: 97
AVERAGE DA - SNIPPET vs HIGHEST IN RESULT
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EXTERNAL LINKS TO SNIPPET
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MOST LINKED TO ORGANIC RESULT
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% OF RESULTS WHERE SNIPPET HAS HIGHEST NUMBER OF LINKS
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WHAT ABOUT THE CONTENT?
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WHEN DO THE TRAINS STOP RUNNING IN LONDON
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VISIT LONDON: ANSWER TO QUESTION AT TOP OF PAGE
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VISIT LONDON: LOTS OF FURTHER INFO PROVIDED
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TFL: NO ANSWER PROVIDED ON RESULT PAGE
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TFL: INFO ON DOWNLOAD THOUGH NOT USER-FRIENDLY
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HOW TO APPLY SUNSCREEN
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AAD: NICE BIG VIDEO & CLEAR, BULLETED TEXT TRANSCRIPT
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NHS: VIDEO SMALLER, TRANSCRIPT HIDDEN & LESS CLEAR
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THE FUTURE
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SNIPPET TRACKING IN SEARCH CONSOLE
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Source: https://www.seroundtable.com/google-featured-snippets-real-time-21375.html
EVEN FASTER UPDATES
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https://www.seroundtable.com/google-schema-featured-snippets-21133.html
https://support.google.com/webmasters/answer/6229325?hl=en
SCHEMA?
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NOT ALL PERFECT YET!
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http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
https://www.semrush.com/blog/how-to-discover-and-track-featured-snippets/
http://www.hmtweb.com/marketing-blog/featured-snippets-from-seo-sem-industry/
ENJOY THIS FURTHER READING...
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@seanbutcher
THANKS FOR LISTENING!