These slides cover general ways you can improve your appearance and visibility in SERPs to stand out in competitive spaces, use Structured Data to build stronger, connected entities and rich results, be more present in features and platforms, all to win more engaged website traffic.
9. You need to spend time focusing on:
UnderstandingmoreaboutuserintentfromSERPFeatures(toenrichyour
contentandwebsites)
UsingachievableprominentSERPFeatures(e.g.LocalPacksandFeatured
Snippets)tooutrankorganiccompetitors
Buildingupbrandawarenessandcreatingawell-connectedentitywithin
theKnowledgeGraph
Solidifyinghighrankingswithdrivingmoreclickstoyourcontent
Bringingonlyfocused,meaningful,andengagedtraffic
10. YOUR JOB AS AN SEO SHOULD NOT STOP
AT RANKING WELL.
THE GOAL ISTO BRING RELEVANTUSERSTO
YOUR SITE, ANDTO HELPTHEM FULFIL A
PURPOSE.
13. What to remember about zero-click SERP data
Notclearifsearchrefinements(e.g.adjustingaqueryformorespecific
results)countasazeroclick.
„BecauseJumpshotonlymeasuresbrowserbehavior,aclick/actionthat
takesasearcheroutofthebrowser(forexample,openingthephoneapp
foraclick-to-call,ortheGoogleMapsappfordrivingdirections)willbe
categorizedunderzero-clicksearches.”
Notclearthe%ofqueryintents,ortypesofquery,e.g.Weatherortime.
Clicks&CTRareanoisyKPIanyway…
14. Why are SERPs so feature heavy?
It all comes down to satisfying Searcher Intent!
31. Video Game
Who also voiced
Voice Cast
Who also created:
Sold by
Rated
9/10
Release date
28.10.2008
Price
By reviewer
$9.99
Playable on:
Genre:
Action Role-Playing
Certificate:
Mode:
Single Player
Developed by
Human readable entities and their associations
33. How to roll out Schema.org
across your domain
Efficiently, effectively, and by playing by the rules
34.
35. • JAVASCRIPT BASED, BUT EASY AF
• PROVIDED IN ONE „BLOB“
• SUPPORTED BY: GOOGLE, BING
• GOOGLE APPROVED AND RECOMMENDED
• WRITING REQUIRES: BASIC JS SYNTAX KNOWLEDGE (OR PRACTICE)
DO: Use JSON-LD Syntax
36. GeneralSchema.orgimplementationrulestostickby:
-> Always test whether a Rich Result is worth it for your pages
Don‘t spam it around unnescessarily
Never markup content not on the page
Never be misleading on what you are representing
Don’t markup content that is dynamically injected / hidden by
onclick events
Use the most specific type available (e.g. Casino > local business)
Ø Always validate code using structured data testing tool or rich
results test
37. 2. Enrich your Entities
Make sure Google steals the right data
46. SERPs are video feature heavy.
Searchmetrics Suite -> Research Cloud
47. Top tips for Video Featured Snippets:
Providewell-accessibleand
clearvideotranscriptions.
Mark-uponsitevideoswith
videoObjectSchema.
Usetextonvideomarking
eachstepclearly
Aswellasvoicingindicatorsin
audio„InStep2wecover…“
48. Check out Aleyda Solis‘ YouTube SEO Tips!
https://www.slideshare.net/aleydasolis/youtube-
optimization-tips-for-seos-smxadvanced
WeloveAleyda!
51. GETTING INTO THE LOCAL PACK REQUIRES LOVE
Theobviousstuff:claim/createyourGMBlisting+consistent
NAP+proximity
Enrichedprofiles:[relevantimages,Usefulbusiness
descriptions]
Keywordrelevancyinreviewsandon-page
Amountofreviews &authoritativereviews
%ofreviewsrespondedto(especiallynegative)
52. 4. Outrank competitors with
Featured Snippets
They‘re one of your last prominent, organic SERP Features
62. INFORMATIONAL
NAVIGATIONALTRANSACTIONAL
„How old torent a car“
„Sixt Van
Rental“
„How old to
Rent with sixt“
EpicFeatured
SnippetGold
e.g. „Sixt login“e.g. „rent a car
in London“
e.g. „what is a car“
Transactional + Informational
64. Transactional Featured Snippet Results at SIXT:
Sixt.com
Sixt.co.
ukCar Model Pages
Generating a Snippet:
18%
Bookings:
+41%
Sessions: +46%
Bookings:
+48%
Sessions: +183%
Car Model Pages
Generating a Snippet:
28%
YoY Data from GA Organic
69. Do this right now:
Checkquerieswithhighestmobiledevice
impressionshareinGSC
UseGoogleDevToolstocheckmobileSERPs
Looklame?
Addimageswithfocuscontentvisibleina
centersquare
EnsureoptimalOGimagesareset(sometimes
takenasdefault)
78. Find key areas of improvement
Where is your website haemorrhaging clicks?!
79. CTR Curves are so time consuming to create –
A tool like Ryte Search Success does it for you
https://en.ryte.com/product-insights/underperformer-report-identify-organic-
underperforming-keywords-easily
80. Easily transform your GSC data into explicitly flagged
CTR underperformers
https://en.ryte.com/product-insights/underperformer-report-identify-organic-
underperforming-keywords-easily