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SEO Content Strategy in 2017 - Helga Bendea Slide 1 SEO Content Strategy in 2017 - Helga Bendea Slide 2 SEO Content Strategy in 2017 - Helga Bendea Slide 3 SEO Content Strategy in 2017 - Helga Bendea Slide 4 SEO Content Strategy in 2017 - Helga Bendea Slide 5 SEO Content Strategy in 2017 - Helga Bendea Slide 6 SEO Content Strategy in 2017 - Helga Bendea Slide 7 SEO Content Strategy in 2017 - Helga Bendea Slide 8 SEO Content Strategy in 2017 - Helga Bendea Slide 9 SEO Content Strategy in 2017 - Helga Bendea Slide 10 SEO Content Strategy in 2017 - Helga Bendea Slide 11 SEO Content Strategy in 2017 - Helga Bendea Slide 12 SEO Content Strategy in 2017 - Helga Bendea Slide 13 SEO Content Strategy in 2017 - Helga Bendea Slide 14 SEO Content Strategy in 2017 - Helga Bendea Slide 15 SEO Content Strategy in 2017 - Helga Bendea Slide 16 SEO Content Strategy in 2017 - Helga Bendea Slide 17 SEO Content Strategy in 2017 - Helga Bendea Slide 18 SEO Content Strategy in 2017 - Helga Bendea Slide 19 SEO Content Strategy in 2017 - Helga Bendea Slide 20 SEO Content Strategy in 2017 - Helga Bendea Slide 21 SEO Content Strategy in 2017 - Helga Bendea Slide 22 SEO Content Strategy in 2017 - Helga Bendea Slide 23 SEO Content Strategy in 2017 - Helga Bendea Slide 24 SEO Content Strategy in 2017 - Helga Bendea Slide 25 SEO Content Strategy in 2017 - Helga Bendea Slide 26 SEO Content Strategy in 2017 - Helga Bendea Slide 27 SEO Content Strategy in 2017 - Helga Bendea Slide 28 SEO Content Strategy in 2017 - Helga Bendea Slide 29 SEO Content Strategy in 2017 - Helga Bendea Slide 30 SEO Content Strategy in 2017 - Helga Bendea Slide 31 SEO Content Strategy in 2017 - Helga Bendea Slide 32 SEO Content Strategy in 2017 - Helga Bendea Slide 33 SEO Content Strategy in 2017 - Helga Bendea Slide 34 SEO Content Strategy in 2017 - Helga Bendea Slide 35 SEO Content Strategy in 2017 - Helga Bendea Slide 36 SEO Content Strategy in 2017 - Helga Bendea Slide 37 SEO Content Strategy in 2017 - Helga Bendea Slide 38 SEO Content Strategy in 2017 - Helga Bendea Slide 39 SEO Content Strategy in 2017 - Helga Bendea Slide 40
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Which content is king today?
SEO Content Strategy in 2017

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SEO Content Strategy in 2017 - Helga Bendea

  1. 1. 1#seocamp Which content is king today? SEO Content Strategy in 2017 Helga Bendea
  2. 2. 2#seocamp Which content is king for search engines? Great SEO content answers your users’ questions, it meets their needs & expectations and is suitable for your TARGET is easily accessible and interpreted by target users and search engines thanks to its STRUCTURE has a very good quality level and is trustworthy because its source is recognized for its AUTHORITY
  3. 3. 3#seocamp SEO-friendly content and UX TARGET STRUCTURE AUTHORITY …can I trust this website? NOT TRUSTWORTHY …that’s not what I was looking for! NOT for ME …I can’t find what I’m looking for… NOT so ACCESSIBLE Ideal content both for SEO and the user complies with these 3 criteria …perfect!
  4. 4. 4#seocamp Effective SEO Content Strategy Target Creating personalised content for each phase of the customer journey and adapting it to the buyer personas it targets Structure Structuring content in an accessible format for search engines, without overlooking user experience Authority Developing website authority: a quality backlink profile and most importantly, a brand that search engines associate to its products and industry Here are the key aspects to consider in order to develop an effective SEO content strategy
  5. 5. 5#seocamp TargetCustomer journey and buyer personas
  6. 6. 6#seocamp Customer journey and buyer personas The purpose of targeted content is to effectively guide buyer personas through the different phases of the customer journey by providing them with personalised information Channel, content type and information personalisation based both on the buyer persona and the customer journey phases UX, design, register personalisation. Consistent with a buyer persona for the whole user journey BUYER PERSONA Awareness Evaluation DecisionLoyalty
  7. 7. 7#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  8. 8. 8#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  9. 9. 9#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  10. 10. 10#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  11. 11. 11#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  12. 12. 12#seocamp EVALUATIONLOYALTY Customer journey and buyer personas | Automotive AWARENESS DECISION DISPLAY SEO SEM SOCIAL MEDIA OFFLINE Product category Brand names used cars electric cars suv peugeot ford News Opinions car news General article Brochure Category pages FAQ Videos Images Review (3rd-party source) News SEO SEM SOCIAL MEDIA OFFLINE DEM Detailed product page Model namePrice Product details Car configurator Test drive and reviews ford focus reviews peugeot 3008 price toyota chr trunk audi configurator Test drive Car configurator Get a quote Offer and price pages SEO SEM DEM RETARGETING OFFLINE Model name+ versions / trims Deals and offers Test drive Place + Car dealers test drive audi q7 citroën deals volkswagen polo 5 gti london bmw deales Dealer locator pages Offer and deals pages Pages for detailed versions / trims Test drive & Get a quote SEO SEM DEM Mobile APP OFFLINE Warranty and insurance Assistance Accessories Car parts renault assistance volkswagen parts ford accessories/ insurance New car Pages for parts and accessories Pages for after- sales services CUSTOMER JOURNEY B U Y E R P E R S O N A S Buyer Personas Young couple Big family Businessman Nerd Personalisation UX Register Design Mood Channels and content Information type Channel Search intent Keyword Content Note: media channels (SEO, SEM, social media, etc.) are represented from outside to the inside in order of their importance for each phase of the customer journey
  13. 13. 13#seocamp Optimising for buyer personas | Automotive P E R S O N A L I S A T I O N UX | REGISTER | MOOD | WEB DESIGN – Consistent for the same buyer persona Media channels and content type Information type ▪ Offline (TV ads) ▪ Display ▪ Videos ▪ Images ▪ Short articles ▪ Family car categories ▪ Family car reviews ▪ Prices and / or car deals ▪ SEO and SEM ▪ Social media ▪ Forums ▪ Detailed product pages ▪ Tools and forms ▪ Details about the car (dimensions, fuel consumption, safety) ▪ Car configurator ▪ Test drive & Get a quote ▪ SEO and SEM ▪ DEM ▪ Retargeting ▪ Tools and forms ▪ Other detailed information ▪ Information on car dealers ▪ Get a quote, test drive ▪ Deals and car scrappage schemes ▪ After-sales service ▪ Mobile App ▪ SEO and SEM ▪ DEM ▪ Accessories pages ▪ After-sales service pages ▪ Accessories ▪ Warranty ▪ After-sales service ▪ Car maintenance tips ▪ Car parts CUSTOMER JOURNEY AWARENESS EVALUATION DECISION LOYALY BIG FAMILY
  14. 14. 14#seocamp ▪ The different phases of the customer journey actually represent a continuum: for this reason, some search intents, keywords and content items can successfully become part of different moments in the customer journey. ▪ As a result of the changes in consumers’ online navigation behaviour in the mobile era, the whole conversion process is more and more influenced by: ▪ offline communication ▪ micro-moment navigation behaviour* ▪ pre-shopping online searches (Zero Moment of Truth) * Key points | Target (*) Google research: https://www.thinkwithgoogle.com/collections/micromoments.html and https://www.thinkwithgoogle.com/research-studies/zmot-auto-study.html
  15. 15. 15#seocamp StructureRich Snippets | Rich Cards and Knowledge Graph | Featured Snippets
  16. 16. 16#seocamp Google Search Results Types ▪ Organisations ▪ People ▪ Books ▪ Films ▪ Music ▪ Cars ▪ Places ▪ Encyclopaedia (Biology, Chemistry, Maths, etc.) ▪ Nutrition ▪ Weather ▪ Sports (football, etc.) ▪ Google Finance ▪ Sitelinks ▪ Breadcrumbs ▪ Sitelinks Search Box ▪ Products (rating, price etc.) and Cars (on google.com) ▪ Recipes (rating, calories, preparation time) ▪ Events (date, place, website) et Courses (on google.com) ▪ AMP News ▪ News (top stories) ▪ Videos (news and AMP) ▪ Local results (rating, website, phone, business hours, etc.) ▪ Organisations and People (links to websites and social profiles) ▪ Books, Films et Music (rating; purchase on google.com) ▪ Cars (rating) ▪ App install Structural Vertical search Classic Mobile Integrated into the Knowledge Graph Featured Snippets ▪ Paragraph ▪ List ▪ Table Rich Cards and Knowledge Graph Rich Snippets
  17. 17. 17#seocamp Main features of Google results Rich Snippets Featured Snippets Rich cards and KG Extra content such as other links, rating (“stars”), price, information, images… Paragraph, list or table with or without image(s) + link to the website Rich cards or panels, carrousels, answer boxes + links to related Google searches, rarely to other websites Rich snippets extracted form a webpage displayed in Google results Direct answer to a search query (answer box) extracted from a webpage Rich cards or panels compiled by Google using information from other websites for significant entities Implementing structured data (JSON-LD, Microdata or RDFa) mark up for the elements displayed in the rich snippet or included in KG cards Structuring page content as a direct answer to a search query (definitions, instructions, lists); no structured data needed Authority and on & off-line activity of the entity; website and social profiles; structured data More visibility for the website, with a positive impact on CTR and more targeted visitors to the website thanks to rich snippets Highest visibility with position zero ranking before any other SEO results + “classic” snippet as well Few links to other websites: Wikipedia, other sources preferred by Google or links / ratings / actions similar to rich snippets (integration is possible with structured data implementation and registration request in some cases)
  18. 18. 18#seocamp Structural Rich Snippets Type Optimisation ▪ Breadcrumbs and Sitelinks: every website with a well-developed structure ▪ SitelinksSearchbox: big well-structured websites ▪ Sitelinks: no specific optimisation, Google chooses the sitelinks to display, their number and format. Sitelink demotion feature no longer available in Search Console (Oct. 2016) ▪ Breadcrumbs: breadcrumbs visible on page + specific structured data mark up ▪ Searchbox: internal search engine + specific structured data in the homepage + canonical URL for the homepage https://developers.google.com/search/docs/data-types/breadcrumbs https://developers.google.com/search/docs/data-types/sitelinks-searchbox Resources | Examples
  19. 19. 19#seocamp Resources | Examples ▪ Products: e-commerce websites or websites containing product / offer / aggregate product pages ▪ Recipes: recipe websites, AMP pages displayed in the carrousel can be created ▪ Events ▪ Products: specific structured data (price, rating, availability, image, brand, etc.) ▪ Recipes: specific structured data (rating, preparation time, calories, image, ingredients, instructions, etc.) ▪ Events: specific structured data (date and time, event name, address, link to buy tickets, ticket price, etc.) ▪ Reviews and rating: refer to a specific product/recipe, 5- point scale, or mark up best and worst rating for other rating systems, AggregateRating to show the average score https://developers.google.com/search/docs/data-types/products https://developers.google.com/search/docs/data-types/recipes https://developers.google.com/search/docs/data-types/events https://developers.google.com/search/docs/data-types/reviews Classic Rich Snippets Type Optimisation
  20. 20. 20#seocamp Resources | Examples ▪ Car manufacturer websites, blogs, car review and used car websites ▪ Currently car rich snippets are displayed only on Google.com ▪ Specific structured data – Schema.org Car markup containing different information, some are similar to Product markup (price, availability, brand, image, rating) and specific extra information related to cars (dimensions, engine, fuel consumption, fuel type, km, etc.) http://carinsearch.org/ http://schema.org/Car Cars Rich Snippets Type Optimisation
  21. 21. 21#seocamp AMP Rich Snippets Type Optimisation ▪ Available for mobile search queries ▪ AMP News: all websites included in Google News ▪ AMP (other types): other editorial websites (for instance recipe websites) and other categories in the future ▪ AMP News: website registered in Google News + creating an AMP version for each article with an URL on the same domain of the main website (subdomain or subfolder) + canonical URL to the non-AMP article and rel amphtml + validating AMP pages and AMP status report and errors in Search Console + specific structured data for articles (title, image, date and time; video markup) + first click free or article summary for subscription- based websites ▪ AMP (other types): same optimisations, except for Google News registration + specific structured data based on website type (recommended) Resources | Examples https://www.ampproject.org/ https://developers.google.com/search/docs/data-types/articles https://support.google.com/news/publisher/?hl=fr#topic=43598 66
  22. 22. 22#seocamp News Rich Snippets Type Optimisation ▪ Available for mobile and desktop queries ▪ News: all websites and blogs included in Google News ▪ News: website registered in Google News + specific structured data for articles - Article, NewsArticle or BlogPosting for title and image + Sitemap for Google News + frequent website updates ▪ The VideoObject mark up can only be used on AMP pages and other elements of the article such as the date are ignored for non-AMP pages Resources | Examples https://developers.google.com/search/docs/data-types/articles https://support.google.com/news/publisher/?hl=fr#topic=43598 66
  23. 23. 23#seocamp Video Rich Snippets Type Optimisation ▪ News: websites with an AMP version that are also included in Google News ▪ Other AMP videos: other websites with an AMP version that publish videos ▪ YouTube videos: very often video rich snippets are displayed for YouTube videos ▪ News: website registered in Google News with an AMP version + specific structured data for videos (VideoObject - name, description, thumbnail, date, duration, etc.) ▪ Other AMP videos: specific structured data for videos (VideoObject - name, description, thumbnail, date, duration, etc.) ▪ YouTube videos: optimizing the YouTube channel and the videos published on this platform in order to rank in Google organic search results Resources | Examples https://developers.google.com/search/docs/data-types/videos
  24. 24. 24#seocamp Local results Rich Snippets Type Optimisation ▪ Local results: organisations, institutions, shops, companies, restaurants and other local businesses ▪ Links in local results pointing to the local business website, booking websites, review websites, call and directions buttons. ▪ Creating, verifying and managing a Google My Business page (include the address, business hours, phone, manage reviews, pictures). Google displays the information provided via Google My Business in its search results and contact mark up on the website does not overwrite the contacts in Google My Business. ▪ Specific structured data: name, image, address, website, phone, business hours + ReserveAction / OrderAction – reservation page or delivery order page (registration needed too) + registration form for displaying carousel restaurant listings (new feature). ▪ Website registered with Google Search Console + partnerships with important local websites (very useful for a quality backlink profile) Resources | Examples https://www.google.fr/intl/fr/business/ https://developers.google.com/search/docs/data-types/local-businesses https://developers.google.com/search/docs/guides/enhance-site
  25. 25. 25#seocamp Local results Rich Snippets
  26. 26. 26#seocamp Rich Snippets in the KG Organisations and People Type Optimisation ▪ Links to the official website and social profiles (available on google.com) ▪ Logo and pictures extracted from the website, G+ / Google My Business profile or other websites. ▪ The links on the contacts or other information point to Google related search queries. ▪ Specific structured data: name, official websites, links to social profiles with sameAs + phone (ContactPoint – available on google.com) and logos for the organisations. ▪ If contact information is not included, Google can display business contact information found on other websites. ▪ Starting from February 2017: organisations have the possibility to edit their KG. To edit the KG, you need to get recognised as an official representative (site owner, Search Console, G+ or YouTube account), sign in to Google using the official recognised account, suggest a change in the KG card and wait for Google to review your change request. Resources | Examples https://developers.google.com/search/docs/data-types/social-profile-links https://developers.google.com/search/docs/data-types/corporate-contacts https://developers.google.com/search/docs/data-types/logo https://support.google.com/websearch/answer/6325583?p=kg_edit&rd=1
  27. 27. 27#seocamp Rich Snippets in the KG Books, Films and Music Type Optimisation ▪ Books: links to review websites and online e-book retailers (currently available on google.com) ▪ Films: links to review websites (also displayed on google.fr) and purchase websites (only on google.com) ▪ Music: links to online streaming websites to listen to the song (only on google.com) ▪ Books: Currently options for buying the book displayed only for the main e-book retailers. Registration form to have the purchase button displayed + specific structured data for books and reviews + ReadAction for buying the e-book with a direct link to the purchase page. ▪ Films: Registration form to have the purchase button displayed + specific structured data for films and reviews + ViewAction with a link to an information page or WatchAction with a link to a purchase page or a page where users can watch the film. ▪ Music: Registration form to have the purchase button displayed + specific structured data for MusicGoup / MusicAlbum + ListenAction for listening online to the song. Resources | Examples https://developers.google.com/search/docs/data-types/books https://developers.google.com/search/docs/data-types/tv-movies https://developers.google.com/search/docs/data-types/music
  28. 28. 28#seocamp Rich Snippets in the KG Cars Type Optimisation ▪ Link to car reviews (available only for specific models and brands) ▪ Images extracted from different websites (car manufacturer official brand site and other automotive industry websites) pointing to a Google image search ▪ Links pointing to related Google searches for car trims or versions ▪ Specific structured data for cars and aggregateRating for reviews Resources | Examples http://schema.org/Car
  29. 29. 29#seocamp Cars Knowledge Graph No Knowledge Graph
  30. 30. 30#seocamp Nutrition | Sports Knowledge Graph
  31. 31. 31#seocamp Weather | Finance Knowledge Graph
  32. 32. 32#seocamp 15,4% + 300% 22,7% + 1.700% Significant increase of FS in SERPs starting from 07/2015; higher increase registered only for PAA (people also asked). Often displayed together. FS PAA 82% 11% 7% Paragraph List Table Featured Snippets or Position # Zero 81% FS extracted from the top 5 results 50% Vocal searches in 2020 ▪ Identifying opportunities ▪ Creating or adapting content ▪ Structure: tables, lists, h1, h2 ▪ 1 page = 1 answer + VISIBILITY + CTR + TRAFFIC + AUTHORITY Sources: https://moz.com/blog/infinite-people-also-ask-boxes http://mozcast.com/features STATS Search Analytics research: https://www.slideshare.net/RobBucci/deep-diving-into-featured-snippets-how-to-earn-more-and-rise-to-the-top
  33. 33. 33#seocamp Paragraph Featured Snippets Type Optimisation ▪ Clearly defining a concept or topic (ideally in the first paragraph) or answering a specific question. ▪ May be displayed as an answer to a specific search query (example: SUV), or to questions (what / where / when / which / who / how) for which no answer can be found in the Knowledge Graph ▪ General SEO optimisations (title, URL, meta description, etc.) in order to rank in the first page (ideally top 5 results) ▪ Using keywords or the search query question in the H1 and the title tags ▪ Writing a definition of around 45 – 50 words (290 characters) - max. displayed by Google: 97 words (752 characters) * ▪ Using the <p> tag to define the paragraph ▪ A horizontal image of 900 x 505 (resized by Google in the snippet to a 285 x 160 image) * Resources | Examples * https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
  34. 34. 34#seocamp List or Table Featured Snippets Type Optimisation ▪ Instruction or element list providing a quick and clear answer to the search query ▪ May be displayed as an answer to a search query that implies listing or classifying different instructions, phases, elements, features (examples: car prices, fastest cars in the world, DIY – how to change a tire, symptoms, recipes) ▪ General SEO optimisations (title, URL, meta description, etc.) in order to rank in the first page (ideally top 5 results) ▪ Using keywords or the search query question in the H1 and the title tags ▪ Using the <ul> or <ol> tags (lists) or <table> tags (tables) ▪ Lists: on average Google displays 4 list items and 10 words per item * (max. 8 items and 56 words per item) ▪ Tables: on average Google displays 4 rows and 3 columns* ▪ A horizontal image of 900 x 505 (resized by Google in the snippet to a 285 x 160 image) * Resources | Examples * https://www.slideshare.net/ghergich/14-million-google-featured-snippets-tested-heres-what-we-found (SEMRush research)
  35. 35. 35#seocamp ▪ The evolution in Google’s search result types is following current trends: adapting to online users’ behaviour and search intents, to mobile devices and conversational vocal searches. ▪ Google search results allowing a website to obtain higher visibility than classic snippets will become increasingly frequent and diversified. ▪ Some search results types (KG) are less influenced by structural optimisations, while others (featured snippets) are not limited to big websites and brands, but can appear for every website with optimised content. Key points | Structure
  36. 36. 36#seocamp AuthorityContent | Website | Off-site and off-line strategies
  37. 37. 37#seocamp Which are the main authority signals? CONTENT WEBSITE OFF-SITE OFF-LINE Expertise RelevanceUtility Accessibility Freshness Virality Exclusivity Internal linking Cohesion and coherence Content structure and richness Backlink profile Social signals Online and brand PR Online reputation Offline and brand PR Offline products and services Events Ranking factors and signals Niche search queries Industry search queries More general search queries Long tailSearch queries Local websites or businesses Big brandsSmall websites or highly specialised blogs Niche websites, blogs or brands Popular brands of a specific industry Types of websites Featured snippets Knowledge Graph Rich Snippets Featured snippets and vertical search Classic results Search results Local results
  38. 38. 38#seocamp ▪ The authority perceived by search engines is the result of a complex assessment of the quality levels for the following aspects: content, website, off-site and off-line signals. ▪ Several ranking factors and signals are analysed for each aspect. Success and results are determined by a strategic equilibrium among these elements, which varies for different types of websites or businesses. Key points | Authority
  39. 39. 39#seocamp Key features of “king” content Easy and quick access to content and information Useful and relevant to the buyer personas in their customer journey Optimised for Google’s “privileged” search results Good overall quality level of the content and the website
  40. 40. 40#seocamp Thank you Questions Helga Bendea SEO Lead Accenture Interactive Italy helga.andreea.bendea@accenture.com www.linkedin.com/in/helgabendea

Which content is king today? SEO Content Strategy in 2017

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