This presentation informs about the various important SEO techniques such as Rank Brain, Voice Search, AMP and Featured Snippets and how implementing them would promote your business gain first few ranks in organic search.

1. Leading Edge SEO Techniques
By
Dr.Kumuda Gururao
Digital Marketing Consultant
https://www/advisor2u.com

2. Leading Edge SEO Techniques
In this video I am going to briefly mention about the
leading edge SEO techniques and suggest what you
must do to improve your ranking factor in Google
search engine.
The SEO techniques considered here are:

3. 4 SEO Techniques

4. Rank Brain

5. Rank Brain
RankBrain is an algorithm that produces most
relevant results for queries that are
ambiguous or have multiple meanings.
For e.g. the word squash refers to a family of
vegetables that have hard exterior shells,
where the inside part is used by us. Squash is
also an indoor sport played with rackets and a
ball.

6. Rank Brain
Hence when you use the word ‘Squash’ as
search query we get the following results.

7. e.g. of Rank Brain

8. Rank Brain
i.e., it shows results that are relevant to both
sports and vegetables.
According to Google, RankBrain is the third
most important element in the search
algorithm, next to links and content.
Therefore we must optimize your website for
RankBrain. How do you achieve this?

9. Rank Brain
The answer is simple. You provide quality
content to human beings that offers positive
user experience. You need not stuff the
content with certain keywords. The content
with relevant keywords must flow naturally.

10. Voice Search
When we ask Google, ‘what day is friendship day in
2019’ or ask Alexa, ‘play the music from Amazon
Prime’ we are using Voice Search. It describes the
searches you perform using your voice.
Since smart phones have become inevitable part of our
life style, the usage of voice search has increased
considerably. Comscore estimates that by 2020
nearly 50% of the searches will be made by voice
search.

11. Voice Search
Since it is going to play an important role, online
marketers should adopt following techniques to get
noticed by this.
Your website must be mobile friendly.
Content must cater to the tone and function of your
customers. You can listen to what your customers are
saying about your brand in social media and
accordingly modify the tone of your content.

12. Voice Search
Optimize your content for semantic search, as Google
instead of merely providing search results based on
keywords, takes into account user’s previous
searches or patterns to deliver the results.
Directories and review websites have to be considered
seriously by SEO professionals as while using voice
search, people will not merely ask for local business
but ask for best in the field.

13. AMP : Accelerated Mobile Pages

14. AMP : Accelerated Mobile Pages
The Accelerated Mobile Pages (AMP) promote
speed and ease of use of your online content
while retaining the integrity of your content
thereby maintaining the effectiveness of your
brand.
AMP is basically meant for article publishers and
not for every webpage.

15. AMP : Accelerated Mobile Pages
AMP apart from retaining users due to quick loading of
pages also reduces bounce rate.
You can easily implement AMP for your wordpress blog
content by using a simple plugin. You can access the
plugin by
Now you will have 2 versions of your content. i.e.
original and the AMP hosted on the AMP network.

16. Featured Snippets
First let me explain, what is meant by a Featured
Snippet.
Featured snippet is the most relevant content
from the webpage that provides the answer to
user’s query. The following screenshot shows
the featured content for the query, ‘How to
implement SEO?’

17. Featured Snippets

18. Featured Snippets
Since it appears directly below the user’s query
with the correct answer, it is better your
content is optimized for this, so that for
relevant query related to your business your
webpage content appears as featured snippet.
They consume so much traffic, they make lower
results on 1st page of search query redundant.

19. 5 Types of Featured Snippets
They are
• Paragraph featured snippets
• List featured snippets
• Table featured snippets
• YouTube featured snippets
• Expandable featured snippets

20. Featured Snippets
Before optimizing your content for featured snippets,
you have to first make sure that it is optimized for
SEO and identify the content that are not showing as
featured snippets but has the potential to do so. i.e.
you have to identify the top performing articles.
I am sure digital marketers will take notice of these
techniques to improve the website’s position for
organic search results.

21. Paragraph Featured Snippets
In this type of featured snippets, the answer to
comparison of two types, appears as paragraph
featured snippet.
For e.g. the comparison can be between
• · SEO Vs PPC
• · SEM Vs SMM
• · iOS Vs Android
Or answer to any question pertaining to what, why
and how.

22. Paragraph Featured Snippets
• The important point to be considered is, that
the content, which is the difference between
the 2 types must be on top of the page
structure or the question must be H2 sub
heading followed immediately by the answer.
• The following figure illustrates how the
paragraph snippet appears for the query SEO
Vs PPC.

23. Paragraph Featured Snippets

24. Paragraph Featured Snippets
Similarly for the question, ‘Why is mobile
optimization important for digital marketing?’
the paragraph snippet appears as shown in the
figure.

25. Paragraph Featured Snippets

26. List Featured Snippets
In this type, the answer to query must be in
listed form. You can view this type of snippets
when the search query is about
· DIY task
· Recipes
· Answering a ‘How to’ question
For e.g. to the query, ‘How to lose weight?’ the
list featured snippet appears as shown in the
figure.

27. List Featured Snippets

28. Table Featured Snippets
• In order to get your content featured as this type
of snippet, you need not provide the content in
desired table format. If your site deals with data,
then depending on the query, Google pulls data
from your site and presents them in desired table
format.
• For the search query, ‘Weather report in Chennai
for the last one week’, the following information
appears in table format and the data is pulled
from weather.com as shown in the following
figure.

29. Table Featured Snippets

30. YouTube Featured Snippets
• In this case, based on the search query,
Google will pull out the relevant YouTube
video and highlight the portion that matches
the answer to search query.
• Normally this type of snippet appears when a
query is related to answering a ‘How to‘
question.

31. YouTube Featured Snippets
• For the query, ‘How to play golf?’, Google pulls
out the relevant YouTube video highlighting
the most appropriate content as shown in the
following figure.
• Note, Google pulls out the right video, even
when the option is ‘All’.

32. YouTube Featured Snippets

33. YouTube Featured Snippets
In order to get your video selected for this type
of snippet, you can implement the following:
• · Provide script for your closed captions
• · Describe your video using relevant
keywords
• · Organize the content in step by step
format

34. Expandable Featured Snippets
• In this type you not merely get the most
relevant answer to your query but also
additional snippets which when expanded
provide answers to concepts related to your
query.

35. Expandable Featured Snippets
• For e.g. when you type ‘Android Vs iOS’ in
Google search box, you get the main snippet
explaining about the two operating systems
followed by 4 expandable snippets.

36. Expandable Featured Snippets

37. Expandable Featured Snippets
When
expanded,
they provide
the answer
along with
the source of
the content.

38. Featured Snippets
Now that you know about the different types of
featured snippets, do optimize your content
for them!

39. Thank You
By
Dr.Kumuda Gururao
Digital Marketing Consultant
https://www/advisor2u.com