owning the answer box, knowledge graph and featured snippets

#StateOfSearch

Owning Answer Boxes,

the Knowledge Graph

& Featured Snippets

@AlanBleiweiss

#StateOfSearch @AlanBleiweiss

Owning Answer Boxes, the Knowledge Graph

& Featured Snippets

Forensic SEO Consultant

22 Years Internet Marketing17 Years SEO

5 Years Specializing in Site Audits

350+ Audits PerformedOver 1 billion PagesDeindexed Over 600 Million Pages



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Knowledge Graph:

Attempts to present direct access to answers to questions, allows searchers to explore collections and lists.



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Carousel



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Auto-Complete



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Topical Knowledge Graph Boxes



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Featured Snippets

(Answer Boxes)



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“Also Asked”



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Want to Win Featured Snippets?

Don't Fear Larger Sites!



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With more complete answers, stronger architecture & organization, smaller sites can win!



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Featured Snippets (Answer Boxes)

No consistency regarding reliance on structured markup

Exact Match Page Titles Not Required

Not always accurate

Google continues to change & refine results - Expect Fluctuation

Images are often drawn from sites other than the site the actual answer is drawn from

Not All Featured Snippets Include a Source Link!



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Answer Box Tasking

1. Research Extensively

Existing Competitive Answer Box Results

"People Also Asked"

Click "Also Asked" Results to Reveal More Questions

"Searches Related To" at Bottom of SERP



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Answer Box Tasking

2. Answer All the Questions For Your Situation

2a. For product and service sales sites:

Think like prospective customers during each phase of the decision process

Initial research questionsMultiple vendors comparison questionsQuestions about your brand as potential source Existing customer questions



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Answer Box Tasking

2b. For Educational Content

Think like a student researching the Topic

What information do I need, in order to have confidence I have learned all I need to for this topic?

Does this content meet that need?

Do I trust this content?



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Answer Box Tasking

Topical Research Resource:https://answerthepublic.com

H/T @TopHatArsen

https://answerthepublic.com



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Answer Box Tasking

Completeness Bonus Task:

Add photos, graphs, charts, & rich media help to enhance text content



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Answer Box Tasking


Don’t ignore the power and future growth from including Schema Markup!



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Answer Box Tasking


Sometimes, a short answer is sufficient.

Sometimes, a more complete answer is better.

Determine which is best for your needs.



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Deeper Answers Get More Featured Snippets



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Answer Box Tasking

3. Strong Topical Organization Reinforces Topical Strength

Navigational Silo Access

URL Hierarchical Silo Model

Section Level Sidebar Interlinking



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Answer Box Tasking

4. High Quality Inbound Links

To maximize sustainable trust, you'll need to obtain high quality links pointing to those topical silos



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Choose Schema Wisely!

Whether you want more visibility in Featured Snippets, Carousels, or the knowledge graph box, pick the right Schema.



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Example: Recipes Many sites have been penalized for using recipe markup for non-food recipes like "how to make soap".

There was no viable replacement until this summer, when they came out with Schema for "How-To" Articles.

See http://schema.org/HowTo

http://schema.org/HowTo



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Broad Local business Markuphttp://schema.org/LocalBusiness

http://schema.org/LocalBusiness



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Refined Local Business Options http://schema.org/Attorneyhttp://schema.org/RealEstateAgenthttp://schema.org/Dentisthttp://schema.org/FoodEstablishmenthttp://schema.org/LodgingBusinesshttp://schema.org/FinancialService

http://schema.org/Attorney

http://schema.org/RealEstateAgent

http://schema.org/Dentist

http://schema.org/FoodEstablishment

http://schema.org/LodgingBusiness

http://schema.org/FinancialService



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Event Collection http://schema.org/events

http://schema.org/events



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Individual Event Typeshttp://schema.org/Eventhttp://schema.org/BusinessEventhttp://schema.org/DanceEventhttp://schema.org/Festivalhttp://schema.org/MusicEventhttp://schema.org/SportsEvent

http://schema.org/Event

http://schema.org/BusinessEvent

http://schema.org/DanceEvent

http://schema.org/Festival

http://schema.org/MusicEvent

http://schema.org/SportsEvent



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Articleshttp://schema.org/Articlehttp://schema.org/NewsArticlehttp://schema.org/ScholarlyArticlehttps://schema.org/MedicalScholarlyArticlehttp://schema.org/citation

http://schema.org/Article

http://schema.org/NewsArticle

http://schema.org/ScholarlyArticle

https://schema.org/MedicalScholarlyArticle

http://schema.org/citation



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Google Tools

Structured Data Markup Helperhttps://www.google.com/webmasters/markup-helper/

Structured Data Testing Toolhttps://search.google.com/structured-data/testing-tool

Google Search Console Structured Data Reporthttps://www.google.com/webmasters/tools/structured-data?hl=en&authuser=0&siteUrl=*YourDomainHere*

https://www.google.com/webmasters/markup-helper/

https://search.google.com/structured-data/testing-tool

https://www.google.com/webmasters/tools/structured-data?hl=en&authuser=0&siteUrl=*YourDomainHere*



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Google Docs

Carouselshttps://developers.google.com/search/docs/guides/mark-up-listings

Bookshttps://developers.google.com/search/docs/data-types/books

Corporate Contactshttps://developers.google.com/search/docs/data-types/corporate-contacts

https://developers.google.com/search/docs/guides/mark-up-listings

https://developers.google.com/search/docs/data-types/books

https://developers.google.com/search/docs/data-types/corporate-contacts



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Google Docs

Eventshttps://developers.google.com/search/docs/data-types/events

Musicians & Bands https://developers.google.com/search/docs/data-types/music

Recipeshttps://developers.google.com/search/docs/data-types/recipes

Social Iconshttps://developers.google.com/search/docs/data-types/social-profile-links

https://developers.google.com/search/docs/data-types/events

https://developers.google.com/search/docs/data-types/music

https://developers.google.com/search/docs/data-types/recipes

https://developers.google.com/search/docs/data-types/social-profile-links



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Take Control (sometimes)

Suggest Changes to Knowledge Graphhttps://support.google.com/websearch/answer/6325583

https://support.google.com/websearch/answer/6325583



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Tasking Summary

1. Answer All the Questionsa. Research Existing Search Results

Auto Complete Existing Featured Snippets / Knowledge BoxAlso AskedRelated Searches



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Tasking Summary

2. Answer All the Questions

a. Think Through Questions during Full Life Cycle Journeyb. Enhance with Mediac. Enhance with Appropriate Schema



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Tasking Summary

3. Organize with Strong Navigationa. Reinforce navigation with nested URLsb. Reinforce with section isolated sidebar navigation



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Tasking Summary

4.Reinforce with inbound linksa. Target internal silosb. links should be based on matching silo topical focusc. don’t be an asshat with links



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Tasking Summary

Schema for the Sustainable Win!Refine to Accurate Sub-TypesTest all the Things!Monitor in Google Search Console Structured Testing Tool



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Thank you!