C-T-R-You Ready for 2021?! - On-SERP SEO Strategies
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As SEOs we have to do all in our power to drive more and more relevant clicks to our website, but the SERP is an over-populated and competitive space filled with ads and Google integrations, so we need to stand out as much as we can. Izzi's new talk covers useful strategies you can use in 2021 to: better analyze and interpret searcher intents, scale the creation of rich results and featured snippets, satisfying "needs met" and more.
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C-T-R-You Ready for 2021?! - On-SERP SEO Strategies
- 1. #SEOnerdSwitzerland C-T-R-You Ready for 2021? Izzi Smith, SEO Analyst, Ryte
- 2. Hiiii, I’m Izzi Smith ➔ Technical SEO Analyst @ Ryte ◆ Sparring partner ◆ Marketeer ➔ Previously worked in-house & consulting side ➔ Loves giving community talks ➔ Loves making lame jokes ➔ @izzionfire
- 8. What will 2021 bring for our SERPs?
- 9. What will 2021 bring for our SERPs?
- 11. Google ends Rich Results for data-vocabulary New Results for Image Licenses Jan 2020 April / May 2020 💀 💬 🔬 FAQ Rich Results to be shown less frequently July 2020 New COVID-19 Announcement Rich Results Feb 2020 ✍ Rich Results Testing Tool out of beta July 2020
- 14. AMP Stories?
- 18. AMP Stories?
- 19. AMP Stories? Has high potential
- 20. Passage Ranking?
- 23. Passage Indexing
- 25. “I think that the core myth is that it’s a thing. Because really it is just a smaller change where we try to help those who are not necessarily familiar with SEO or how to structure their content ... Because lots of people end up creating these long-winded pages that are having a hard time ranking for anything, because everything is so diluted in this long content. We are helping those.” https://www.searchenginejournal.com/google-passage-ranking-martin-splitt/388206/
- 26. Cindy Krum joins 302 of a Kind with Marcus Tandler & Izzi Smith
- 27. “It’s heartbreaking that language is a barrier to knowledge. Hopefully passages help surface stuff that’s not in your language, one passage at a time. This could be an easier lift than going for everything translated and entity-understood all at once.”
- 28. “Especially when there’s a hole in the web (when there’s no information there, or nothing of good quality). That matches back to what Martin (Splitt) was describing where if they’re struggling to find quality content on a specific thing and this seems to be the answer - that might get a passage.”
- 29. Passage Ranking?
- 31. 0 click searches on the rise?
- 32. 0 click searches on the rise? Inevitable
- 33. What makes sense to focus on in 2021?
- 35. How can I get the right visitors from the SERP to my website?
- 36. How can I uplift the amount of meaningful clicks to my pages?
- 37. How can I provide any and all positive refinement feedback?
- 41. Bring on 2021
- 42. Bring on 2021 🎉
- 44. What is this rubbish?
- 45. If you haven’t already, get rid of this: “Once they’re on the page, that’s not my problem anymore” behaviour!
- 55. 2. Categorize and properly target searcher intents
- 56. Searcher Intent Analysis Knowing which SERP feature is most likely to be displayed Knowing which page / content is the best for the job Understanding the most appropriate CTA to use and when Discovery of new topics and queries that can be targeted
- 57. Informational Transactional Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action
- 58. Informational Transactional Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action “Xbox vs Playstation” “How much is GTA 5” “Photoshop Download”
- 59. Informational Navigational I want to know something I want to go directly to a site or service I want to buy something or carry out an action Looking for a quick fact? Answer Looking for a visual aid? Need more information on a specific topic? Visual Research Looking for an offline/physical location? Local Ready to make a purchase? Need more information before buying? Transactional Research Is the freshness of that information a crucial factor? Freshness Y Y Y Y N N N Y N N Y Y Navigational
- 62. That deserves its very own presentation, yo
- 67. Google KW Planner Data Commercial KW List
- 68. Other cool sources of topic research Commercial KW List
- 69. (This was my first ever Python usage)
- 70. GSC data Google Ads data
- 71. GSC data Google Ads data Status Quo
- 72. Some segment constellation ideas for query discovery Informational / Generic Looking for information on a given topic what | why | can | how | should | when Branded Navigational Looking to carry out a specific action with this brand’s service brand + [login | faq |support | help | contact | download | install] Local - Navigational Looking to visit a physical location near | store | -online | open Transactional / Research Looking for information about a specific product or service question modifyers + transactional modifyers Branded Research Looking for information about your product or service brand + question modifyers ⊻ transactional modifyers
- 73. Merge research from all intent types
- 76. Nominate the best content type for the intent Informational / Generic Looking for information on a given topic Blog / Knowledge Base Branded Navigational Looking to carry out a specific action with this brand’s service Help Center / FAQs Local - Navigational Looking to visit a physical location Local Store Pages Transactional / Research Looking for information about a specific product or service Blog / How-to Guides / FAQs Branded Research Looking for information about your product or service Comparison / Product Pages
- 79. 1. Rich Results (powered by Structured Data) Product Recipe FAQs Top Stories
- 80. 2. Featured Snippets, (powered by quality & structure)
- 81. 3. Entity Results powered by the Topic Layer & Knowledge Graph Knowledge Panels Knowledge Cards
- 82. 4. Snippet enhancements (powered by structure and navigation elements) One-Line Sitelinks Structured Snippets
- 87. 3. Roll-out scalable optimizations that enrich Snippets organically
- 89. Featured Snippet Informational intent satisfying Concise summaries Enhanced Structure Page Quality
- 90. Where’s my Featured Snippet?
- 93. I am in the Featured Snippet queue = ● Page quality needs to be improved ● Check the needs met of nominated & page content I am not in the Featured Snippet queue = ● See above ● Nominated content structure should be improved ● Check content can be pulled by doing a query + site search
- 95. Where’s my Rich Result?
- 96. Google has updated their requirements for this result ● Check the Google Search Results documentation ● Keep a Visual Ping on the relevant page The site has been perceived as low quality ● Do a site: search to check results ● If there are none, this could be a sign Google’s systems don’t view you as high quality enough There are syntax issues or parsing problems ● Check with Rich Results Testing Tool ● Fix any clear syntax issues or broken code A Rich Result isn’t relevant for this query ● Assess whether your rich result is assisting the experience of searchers You have a manual penalty for SD manipulation ● Check for any manual penalties in GSC ● Clean up the issue and submit for review
- 97. Rework your page templates & content briefings. E.g. Page templates Content briefings ❏ Table of Contents ❏ HTML anchors for each section ❏ CMS capabilities for simple HTML lists and tables ❏ Ability to float images beside nominated paragraph ❏ Automated SD for FAQs, How-to, etc. ❏ Provide one concise paragraph that summarises the topic in 40-60 words ❏ Reference any mentioned source ❏ Supplement the topic with a handy diagram ❏ Provide clear headings for each step
- 98. “Free two birds with one key”
- 99. Clear Headings & ToC = Featured Snippets + Fraggles
- 100. Table Structured Content = Table Featured Snippets + Structured Snippets
- 101. How-to content & Structured Data = Featured Snippets + How-to Rich Results
- 102. 4. Aim to achieve “Needs Met” for your results
- 106. FYI: “Your ratings will not directly affect how a particular webpage, website, or result appears in Google Search, nor will they cause specific webpages, websites, or results to move up or down on the search results page. Instead, your ratings will be used to measure how well search engine algorithms are performing for a broad range of searches.”
- 113. Fully Meets:
- 115. FailsM SM MM HM FullyM
- 116. Fully Meets: ● Only if the query itself is specific and has a clear intent ● Should be reserved for results that are the “complete and perfect response or answer”. ● No other results would be needed to satisfy the query. ● Quality Raters must first check for accuracy and confirm that the data is supported by expert consensus (where such consensus exists) before marking a result as “FullyM”.
- 117. Highly Meets: ● These results are highly satisfying and a good “fit” for the query. ● They often have some or all of the following characteristics: high quality, authoritative, entertaining, and/or recent. ● Aim for this for your Featured Snippet results, to ensure they remain traffic driving for your research+ intent queries
- 118. Moderately Meets: ● Moderately Meets results should still “fit” the query, but they might be less comprehensive, less up-to-date, come from a less authoritative source, etc. ● These are not bad, and they will give you many opportunities for worthwhile improvement that ensures ongoing success.
- 119. Slightly Meets: ● Reserved for results that may satisfy for some users, but may have slight misinterpretation (Google’s fault), low quality, outdated information or have some inaccuracies. ● “A result with a very misleading or exaggerated title should be rated Slightly Meets or lower, due to the poor user experience that occurs when the landing page does not match the expectation of the user…”
- 120. Fails to meet: ● These results are unrelated to the query ● And/or has a low page quality and low E-A-T, such as signs of: ○ Malicious content ○ Factually inaccurate, e.g. Fake news, fake product reviews ○ Porn results for non-porn queries ○ Pages that contradict well-established scientific or medical consensus ○ Pages that contradict historical fact (unless the searcher is clearly seeking an alternative viewpoint)
- 121. FailsM - Google-to-Blame FailsM - Publisher-to-Blame
- 122. 4b. Aim to achieve “Highly Needs Met” for your results*
- 123. Intriguing but I still need some more detail
- 124. 4b. *(Unless the intent is Quick Navigational. Here you should aim for Fully Meets)
- 125. I shouldn’t need to visit the page for this info
- 126. 5. Take control of your Associated Entity Results
- 127. Knowledge Panels Knowledge Cards
- 128. I know what you’re thinking! Why give Google all the answers?
- 129. Knowledge Feature claiming ensures: Representation > Exclusion Be in control of facts > Misinformation On-SERP Satisfaction > Quick website visits Faster needs met (sometimes)
- 131. Find your Entity Types and discover data conflicts
- 132. Claim Knowledge Panels with the required criteria
- 133. Use proper Organization* Structured Data
- 134. Use proper Organization* Structured Data *Or the most specific Type
- 136. 6. Don’t forget the upcoming Page Experience Update!
- 137. Coming Soon!
- 138. Top Stories will no longer require AMP 🥳
- 139. Google will test visual indicators on the SERPs. If this is successful, it will be launched.
- 140. A SERP test from 2015 highlighted slow pages
- 143. Let’s see!
- 145. C-T-R You Ready?!
- 146. You got this!