My talk held at SEO Campixx in Berlin on 02.03.2018 shows tips and advice on how to discover, win and track those lucrative Featured Snippets. It also gives success stories from my work on the Sixt rent a car domains and how we won so many beautiful snippets.
8. Avoid Google Knowledge Cards
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These appear for questions that require a factual, quick answer, and they retrieve
entity data from Google’s partner sources – just like the Knowledge Graph does.
9. Avoid Google Knowledge Cards
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No referral URL
Knowledge Card answers aim to keep the user on the SERPs, and normally don’t
provide an attributed URL below, so you should avoid these keywords!
23. Research your Potential
What questions are you currently ranking for?
• Google Analytics -> Search Console -> Queries
• Regular expression of Question keywords
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26. Additional research tips
• Look into your competitors, Wikihow and Wikipedia
• Think Longtail!
• It‘s easier to steal a featured snippet than to generate a
new one
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29. Perfect answer content should...
1. Be written for humans!
2. Be factual
3. Solve the user‘s problem
4. Bonus points: Engaging elements (calculators, tables, bite-size facts)
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30. Provide useful additional content
• Prove that you are a trusted source of knowledge on the topic as a
whole
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57. The Results: Car Model Snippets
Pages Generating a
Snippet:
18%
Conversions:
+41%
Sessions: +46%
Conversions:
+48%
Sessions: +183%
Pages Generating a
Snippet:
28%
YoY Data from GA Organic Izzi Smith
58. Volatility with Car Model Featured Snippets
Source: SERPlorer data of Car Pages
Generating a Snippet
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73. Key Takeaways
• Do your question keyword research and think Longtail
• Provide informative answers for actual users
• Format your answers in the most-likely-to-be-displayed structure
• Provide additional, related content that brings value and relevancy
• Test Structured Data & Schema.org influences
• Bulk out your snippets to ensure they are clicked
• Keep testing and trying
• Don‘t give up ;)
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78. kautionsfrei.de
• Cut down! I found 45 questions!
• Unify your landing page strategy
• What page do you want to rank for what keyword?
• Simplify page structure
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81. personensuche.de
• How are your user engagement metrics?
• Get rid of huge ad space
• H2 as question
• Optimize for mobile
• Potentially re-write for a beautiful URL (with KW)
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