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.

1. SERP-RISINGTIPS
FOR DRIVING
MEANINGFUL CLICKS

2. Soon: Tech SEO
Analyst! ❤
Podcast:
Izzi & Nils Show
SEO Consultant Ex-SEO Manager @
SIXT
@izzionfire
Who is Izzi Smith?

3. SEOs, we have a problem.

4. https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/
50%!!

5. https://izzismith.com/seo-memes/
Inthepast:
Now:

6. SERPs be feature & content heavy af.

7. https://sparktoro.com/blog/less-than-half-of-google-searches-now-result-in-a-click/

8. BUT…

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.

11. DRIVING
*MEANINGFUL*
CLICKS

12. MEANINGFUL TRAFFIC =
Hasareasontobethere
Wellengaged(lowexits,highToS)
Bringsconversions,leads
Retainsnewcustomers
ImprovesyourBrandreputation

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!

15. Answer
Engine
Search
Engine

16. "intent":
"informational",
"fresh"

17. "intent":
"research",
"transactional"

18. Searchmetrics Suite -> Keyword Performance -> Organic Rankings

19. Avoid Pure Answer Intent

20. LET’S DO THIS

21. 1. Stand out in Organic with
Rich Results
Drive engaged visits with beautiful rich snippets

22. RECIPE
ARTICLE
PRODUCT Q&APAGE
https://developers.google.com/search/docs/guides/search-gallery

23. New in 2019: HOW-TO
DETAILED RESEARCH VISUAL RESEARCH

24. New in 2019: FAQs
MOBILE
DESKTOP

25. Beat outrankers to
the click with richer
results that take up more
SERP real estate

26. Drive visitors that
want to be on your
site and aim to
reduce short visits
and high bounces

27. RICH RESULTCTR – SIXT.CO.UK
0,00%
10,00%
20,00%
30,00%
40,00%
50,00%
60,00%
1 2 3 4 5 6 7 8 9
Rich Snippet CTR vs. Average CTR (sixt.co.uk)
Rich Snippet CTR Average CTR
+85%
GSC data June - Aug, top 1000 keywords per filter

28. RICH vs. STANDARD
ENGAGEMENT
BOUNCE RATE TIME ON SITE
+23%-31%
CONVERSION RATE
+52%
01.03.2019 – 26.03.2019 YoY GA Org.

29. How to achieve Rich Results?

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

32. <script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "VideoGame",
"name": "Fallout 3",
"genre": "Action role-playing game",
"url": "http://fallout.wikia.com/wiki/Fallout_3",
"author": {
"name":"Bethesda Game Studios",
"url":"https://www.bethsoft.com/"
},
"datePublished":"2008-10-28",
"gamePlatform":["Microsoft Windows X", "Windows 7","Xbox 360","Xbox
One","PlayStation 3","Playstation 4"],
"contentRating":"ESRB M",
"aggregateRating":{
"@type":"AggregateRating",
"bestRating": "10",
"ratingValue":"9",
"ratingCount":"33",
"author": "Gamespot",
"url": "https://www.gamespot.com/reviews/fallout-3-review/1900-
6200093/"
}
</script>
Machine readable context and classification

33. How to roll out Schema.org
across your domain
Efficiently, effectively, and by playing by the rules

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

38. *KNOWLEDGE
GRAPH*

39. LocalKnowledgePanels EntityQuickAnswers
EntityFeaturedSnippets

40. The good kind of zero-click SERP
Satisfied on SERP > Quick Site Visit
Factual Representation > Excluded

41. Don‘t be left out from connected
entity results
Feed the Knowledge Graph for your benefit

42. Be ranked in your entity carousels

43. Align your data:
Wikipedialistingparity
Claimyourknowledgepanels
viaGSC
SocialProfileAlignment
OrganizationStructuredData
onHomePage
Brandnamingconvention
alignment
Provideasquarelogowith
centralfocus

44. 3. Be alive in Google‘s
other properties
Take advantage of additional Google Search types

45. YouTube – Epic Visual SERP engagement
VIDEOCAROUSELSVIDEOTHUMBNAILS

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!

49. GMaps – Prominence +Trust = Win

50. URL TRAFFIC
URL REVENUE
01.03.2019 – 26.03.2019 YoY GA Org.
+83%
+119%

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

54. Jump above the
competitors by
being more:
- Structured
- Grabbable
- Useful
- Awesome

55. Refinement Bubbles for topic discovery and enrichment:

56. Multi-Faceted
(Mobile Device)

57. Multi-
Structure
(nolongerjust
paragraph,
table,orlist
format
exclusive)

58. Not all Featured Snippets are sexy

59. In fact, some are terrible.

60. Win epic Featured Snippets
with transactional intent
Prominence + trust = $$$

61. Limited chance of on-SERP satisfaction!

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

63. Create enticing Featured Snippets!
Bulkoutlistswithadditionalstepstowinthattasty„More
items“option
Enticing„buzzword“headlines
Ensurecontentisusefulandunique–evenifyou‘reinthe
positionyouwanttorelevant
Compressedandrelevant
images
Comparisonqueriesare
perfect

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

65. https://izzismith.com/slides/

66. 5. Don‘t forget about your
Standard Snippets!
Apply improvements site-wide to enrich normal results

67. Mobile SERPs are image thumbnail heavy!

68. 75%!

69. Do this right now:
Checkquerieswithhighestmobiledevice
impressionshareinGSC
UseGoogleDevToolstocheckmobileSERPs
Looklame?
Addimageswithfocuscontentvisibleina
centersquare
EnsureoptimalOGimagesareset(sometimes
takenasdefault)

70. Data tables are fantastic

72. 6. Properly track and
measure the impact
Use tools to prove growth (or lack of!)

73. 1. Export winning pages from rank tracker

74. 2. Remove all non URL columns and remove duplicates

75. 3. Create the RegEx using TextJoin function
=TEXTJOIN("|";TRUE;A2:A500)

76. 4. Set up the custom segment in GA

77. 5. Create cool dashboards & assess

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

81. Pro-tip:
COMBINE ALL SERP-RISING
TIPS EFFECTIVELY!

82. Incorporate SERP enriching strategies into
content briefings and page templates:
achieve them organically.
Fiery
tip

83. KEY TAKEAWAYS

84. UnderstandsearcherintentbasedonGoogleSERPFeaturesandusethistoyour
benefit.
Forgetunsustainable,no-click-intentqueriesthatcanbesatisfiedontheSERP.
UseStructuredDatatobuildRichSnippets,andtoclaim&enrichyourentities
TargetandachieveFeaturedSnippetsthathaveachancetobenefityou
(transactional,BrandAwarenessuplift)
BepresentwhereyoucaninpropertiessuchasGoogleMaps&YouTube
Structurelandingpageswithjumplinksanddatatablestobulkoutstandard
SERPSnippets
Worktodriveonly*meaningful*visitsthatcanbesatisfiedonyoursite

85. THAT‘S HOW IZZI IT IS
(sometimes)

86. GOOD LUCK AND
THANK YOU!
Twitter: @izzionfire
Email: me@izzismith.com
Website: izzismith.com