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Battling for position zero in a mobile-only world

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Searching from mobile devices is deeply impacting the way we use the Internet or how we search for information, products or services. Search engines are quickly adapting to this new reality and so must our SEO strategies. In this presentation, Fernando Maciá unveils how to prepare our web site to compete in this mobile-first arena and how to battle to get position zero.

Publicado en: Internet
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Battling for position zero in a mobile-only world

  1. 1. @fernandomaciawww.smxl.it #SMXLmilan 13-14-15, NOVEMBER 2017 Battling for position zero in a mobile- only world Fernando Maciá CEO Human Level Communications (Spain)
  2. 2. Fernando Maciá Domene @fernandomacia Founder and director of Human Level Communications Alicante - Madrid (SPAIN)
  3. 3. @fernandomaciawww.smxl.it #SMXLmilan Being #1 is great! @fernandomaciawww.smxl.it #SMXLmilan
  4. 4. @fernandomaciawww.smxl.it #SMXLmilan But being #0 is even better!! @fernandomaciawww.smxl.it #SMXLmilan
  5. 5. #0 + #1 is a great advantage on desktop SERPs @fernandomaciawww.smxl.it #SMXLmilan of desktop above-the-fold real estate #0 +#1 20%
  6. 6. #0 + #1 is even better on tablet SERPs!! @fernandomaciawww.smxl.it #SMXLmilan #0 +#1 50% of tablet above- the-fold real estate
  7. 7. #On mobile SERPs, #0 +#1 is simply awesome!!! @fernandomaciawww.smxl.it #SMXLmilan #0 +#1 90% of mobile above- the-fold real estate
  8. 8. On voice search, it means you are the ONE and ONLY result. Now, that is a huge difference!!! @fernandomaciawww.smxl.it #SMXLmilan #0 +#1 100%of mobile above-the-fold real estate, plus… 100%of users’ attention
  9. 9. @fernandomaciawww.smxl.it #SMXLmilan Google voice searches in 2016 over 2008 of all searches will be voice searches by 2020 35x 40% of adults use voice search once per day 25% of 16-24s use voice search on mobile 50% of people using voice search have started the last year60% Comscore, Search Engine Watch, Global Web Index, MindMeld @fernandomaciawww.smxl.it #SMXLmilan
  10. 10. @fernandomaciawww.smxl.it #SMXLmilan You get #0 when… You’re simply the BEST Yeah, right. But…
  11. 11. đ @fernandomaciawww.smxl.it #SMXLmilan …what does it take to be the best: Find the right keywords Give the best answers Choose the right format Offer the best UX Try, measure and propagate
  12. 12. Find the right keywords: customer journey @fernandomaciawww.smxl.it #SMXLmilan find informational queries with possible direct answers along the customer journey
  13. 13. Find the right keywords: customer journey @fernandomaciawww.smxl.it #SMXLmilan #1 hint: focus on keywords in the middle of the customer journey #2 hint: find queries that start with what, where, who, which, how… #3 hint: find queries that might return a list of elements or a series of steps to accomplish something
  14. 14. Find the right keywords: keywordtool.io @fernandomaciawww.smxl.it #SMXLmilan filter queries with • “what” • “when” • “how” • “how much” and other patterns which might have a direct answer (eg. definitions, Q&A…)
  15. 15. Find the right keywords: answerthepublic.com @fernandomaciawww.smxl.it #SMXLmilan
  16. 16. Find the right keywords: where are your competitors getting FS? Find out with SEMRush! @fernandomaciawww.smxl.it #SMXLmilan
  17. 17. Find the right keywords: where are your competitors getting FS? Find out with Sistrix! @fernandomaciawww.smxl.it #SMXLmilan
  18. 18. Find the right keywords: where is Google more prone to displaying FS? Find out with Moz Analytics! @fernandomaciawww.smxl.it #SMXLmilan “Google is showing more and more FS” Eric Enge
  19. 19. Give the best answers: do you have the right content? Find out with Google Search Console! @fernandomaciawww.smxl.it #SMXLmilan filter queries with • “what” • “when” • “how” • “how much” and other patterns which might have a direct answer (eg. definitions, Q&A…)
  20. 20. Give the best answers: do you have the right content? Find out with Google Search Console! @fernandomaciawww.smxl.it #SMXLmilan then find which pages are displayed on the SERPs for these informational queries check average position and CTR
  21. 21. Optimize your content @fernandomaciawww.smxl.it #SMXLmilan Do you have the right content? Optimize it!!!
  22. 22. Optimize your content @fernandomaciawww.smxl.it #SMXLmilan Don’t use general to specific structure for your content Define the main idea first. Then, develop the arguments that support it
  23. 23. Optimize your content for FS @fernandomaciawww.smxl.it #SMXLmilan #0 + #1 positions Text-type FS Direct answer for voice- search No image #0 position Text-type FS Direct answer for voice- search Image from different domain #0 + #1 positions Text-type FS Direct answer for voice- search Image from same domain
  24. 24. Optimize your content for engagement @fernandomaciawww.smxl.it #SMXLmilan Lists with more than 8 items display an inviting “More elements…” link Lists of ingredients as FS instead of preparing steps yield far more clicks Text-type FS exceeding 55-58 words may include an ellipsis that invites to click
  25. 25. Optimize your content for user experience @fernandomaciawww.smxl.it #SMXLmilan Audit with LightHouse to check the downloading speed as perceived by users
  26. 26. Optimize your content @fernandomaciawww.smxl.it #SMXLmilan Don’t have the content? Then… Create it!!!
  27. 27. Create the perfect content for your industry @fernandomaciawww.smxl.it #SMXLmilan Targeted KW Content type Coding format Targeted FS definitions, what is… queries glossary, informational content, blog, FAQ Text+image content, posts Text-type FS, voice-search FS conversion rate optimization <h1>Conversion Rate Optimization</h1> <p>El <strong>CRO</ strong> (Conversion Rate Optimization, ……………… ratio de conversión de un sitio Web.</p> <img src="https:// www.humanlevel.com /wp-content/uploads/ landingpage-1024x57 6.jpg" alt=“landing page">
  28. 28. Create the perfect content for your industry @fernandomaciawww.smxl.it #SMXLmilan Targeted KW Content type Coding format Targeted FS Steps, ways to… advice on.., how to… queries Tutorials, help section, video guides, step-by- step guides Video content, ordered and unordered lists, structured data List-type FS risotto vegetables thermomix <h2>Ingredientes para Risotto de verduras</h2> <ul> <li itemprop="recipeIngredie nt"> Media cebolla </li> <li itemprop="recipeIngredie nt"> Una zanahoria </li> …………………………… <li itemprop="recipeIngredie nt"> 20 gramos de mantequilla </li> </ul>
  29. 29. Choose the right format: paragraph tag for text- type FS if you want to target voice-search @fernandomaciawww.smxl.it #SMXLmilan <h2>Preparación</h2> <p>Ingredientes</p> <p>Ingredientes para 10 personas: 1 kg. de arroz, 2 kg. de carne de pollo, 1 kg. de conejo, 300 gr. de tomate, …………………………….. una ramita de romero (optativo), 6 g. de pimentón, sal y 3,5 l. de agua.</p>
  30. 30. Create the perfect content for your industry @fernandomaciawww.smxl.it #SMXLmilan Targeted KW Content type Coding format Targeted FS list of sorted results: most populated cities of…, prices of Ferrari models… Product specifications, price lists, characteristics Table, ordered lists, structured data Table-type FS best tennis players <h1>2017 Tenis Masculino Rankings ATP</h1> <table> <tr> <td colspan=5>Ránkings Singles Hombres</td> </tr> <tr> <td>1</td> <td>Rafael Nadal</td> <td><img src="http:// a.espncdn.com/i/flags/ 20x13/esp.gif" /></td> <td><img src="http:// a.espncdn.com/i/arrows/ neutral.gif" />0</td> <td>10645</td> </tr> …………………………. <table>
  31. 31. Wrapping up: how to create the perfect content to get FS in your industry @fernandomaciawww.smxl.it #SMXLmilan Targeted KW Content type Coding format Targeted FS definitions, what is… queries glossary, informational content, blog, FAQ Text+image Text-type FS, voice-search FS Step-by-step, advice on.., how to… queries Tutorials, help section, step-by- step guides Ordered and unordered lists + image List-type FS list of sorted results: most populated cities of…, prices of Ferrari models… Product specifications, price lists, characteristics Table, ordered lists Table-type FS
  32. 32. Remember… @fernandomaciawww.smxl.it #SMXLmilan 1. Try to include direct answers to your target queries first. Then, develop your content 2. Use structured data mark up whenever possible although it is not strictly required 3. Most text-type FS are 30-58 words long (ideal 45-48) 4. To target voice-searches, try to get text-type FS 5. If you want to force a final “ellipsis”, then you can try to make your paragraph longer than 60 words or your list longer than 8 elements for increased CTR 6. Provide an excellent user experience
  33. 33. Check where you are succeeding and where you are not @fernandomaciawww.smxl.it #SMXLmilan Check what works best in your industry/for you
  34. 34. Try, monitor, succeed and propagate @fernandomaciawww.smxl.it #SMXLmilan Try, succeed, propagate and… Enjoy!
  35. 35. Fernando Maciá Domene @fernandomacia Founder and director of Human Level Communications

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