How to rank for quick answers in Google - April 2017 - Adrian Phipps
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Transcript of How to rank for quick answers in Google - April 2017 - Adrian Phipps
Adrian PhippsSaga
How to rank in the answer box!
www.3four.co.uk | www.linkedin.com/in/adrianphippshttp://www.slideshare.net/AdrianPhipps1
WHO AM I?
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#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
INSIGHTFROMREALEXPERIENCE
MOST IMPORTANT THING TO CONSIDER IN SEO?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
USER INTENT
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PURCHASE INTENT
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DISCOVERY INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHYIS THISIMPORTANT?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
THE FOUNDATION OF EVERYTHING WE DO IN SEO
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
HEART OF GOOGLE ALGORITHMS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHATAREQUICK ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
CONTENT THAT ANSWER
QUESTIONSWHO – WHAT – WHEN – WHERE - HOW
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RANKS AS POSITION
“0”#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
LIST EXAMPLE
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TABLE EXAMPLE
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PARAGRAPH EXAMPLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
82% PARAGRAPHS
11% LISTS
7% TABLE#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
HELPFUL GETSTAT WHITE PAPER
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
https://getstat.com/blog/featured-snippets/
WHAT’S THE COMMON ADVICE TO
GET QUICK ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
YES - CAN WORK
BUT!
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STOP&
THINK!
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WHO TELLS US THESE THINGS
MATTER?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DO BACKLINKS MATTER IN ORDER TO
RANK FOR A QUICK ANSWER?
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PINCHOF
SALT?
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ARE THEY RIGHT OR WRONG?
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IT’S ALL ANECDOTAL
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GOOGLE HAS ONLY TOLD US THAT SPEED
AND CONTENT MATTER
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WE HAVE TO ASSUME 200+ OTHER FACTORS
OURSELVES
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HELPFUL MOZ PERSPECTIVE
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moz.com/blog/what-we-learned-analyzing-featured-snippets
SUCCESS DEPENDS ON LOTS OF FACTORS RELATED TO YOUR
SITE
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IT’S VERY PERSONAL!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
NOT A COOKIE CUTTER
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SEO GURUS AND AGENCIES DON’T EMPHASISE THAT
ENOUGH?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
SAGAQUICK ANSWERS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
0 – 283 IN 24 MONTHS!
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHY DO WE NEED TO RANK FOR QUICK
ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
ATTRACT
ENGAGE
PROTECT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DOUBLEBUBBLE
HOW DO WE PREPARE TO RANK FOR QUICK
ANSWERS?
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MARKET ENVIRONMENT
INSIGHTS / AUDIT
COMPETITORS
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#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
DONT FORGETUSER INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
THREE IMPORTANT CAVEATS
1) IDEALLY BE RANKING ON P12) NO PPC
3) ORGANIC ABOVE THE FOLD#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
WHAT DO WE ACTUALLY DO TO RANK
FOR QUICK ANSWERS?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
1) WE AIM TO ANSWER THE TARGET QUESTION IN THE
FIRST 100 WORDS&
ASK THE QUESTION IN THE TITLE
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
2) WE ALSO ANSWER RELATED MULTIPLE
QUESTIONS
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#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
3) MULTIPLE H2 HEADINGS WITH SHORT CONTENT DIRECTLY ADDRESSING THE HEADING
+HOW TO LISTS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
4) UNIQUE CONTENT ADDRESSING THE WHOLE
TOPIC
MIN 1,200 + WORDS
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5) CALCULATORS, IMAGES, VIDEO, CHARTS, ASSETS
THEY ALL HELP TO ADD TOPIC AUTHORITY
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#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
6) IMPLEMENT STRONG SEO HOUSE KEEPING
& SOLID SEO PRACTICES TO RANK
HIGHER
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#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
LISTS & PARAGRAPHSWORK BEST FOR US
WHAT GIVES US A BETTER CHANCE OF GETTING A QUICK
ANSWER?
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
UNDERSTANDING OUR USER’S INTENT
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
NEEDS
WANTS
DESIRES#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
+SEO
HOUSEKEEPING
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
QUICK ANSWERS ACCOUNT FOR 3% - 5%
OF OUR MONTHLY PUBLISHING TRAFFIC
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
TAKEAWAYS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
1) BE RANKED ON PAGE 1
2) ACTUALLY ANSWER THE QUESTION – 100 WORDS
3) ADDRESS THE QUESTION IN THE PAGE TITLE
4) ANSWER MULTIPLE QUESTIONS
5) CREATE UNIQUE QUALITY CONTENT – 1,200+
TAKEAWAYS
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
6) USE HEADINGS CORRECTLY (H2)
7) KNOW YOUR ENVIRONMENT & COMPETITORS
8) USE ASSETS, VIDEO, CALCULATORS, ETC.
9) GOOD ON-PAGE & TECHNICAL HOUSEKEEPING
10) UNDERSTAND YOUR USER & THEIR INTENT
RESOURCES
#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps
https://www.brightedge.com/blog/google-quick-answers/
https://searchenginewatch.com/sew/opinion/2414342/google-answer-boxes-the-what-why-and-how
https://moz.com/blog/101-google-answer-boxes-a-journey-into-the-knowledge-graph
https://moz.com/blog/what-we-learned-analyzing-featured-snippets
https://moz.com/blog/how-to-appear-in-googles-answer-boxes-whiteboard-friday
https://getstat.com/blog/featured-snippets/
https://seomoz.box.com/shared/static/sbzn8ajzp93mjjg94261xcd57dn9q5x3.pdf
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THANKSFOR LISTENING