Searching from mobile devices is deeply impacting the way we use the Internet or how we search for information, products or services. Search engines are quickly adapting to this new reality and so must our SEO strategies. In this presentation, Fernando Maciá unveils how to prepare our web site to compete in this mobile-first arena and how to battle to get position zero.
5. #0 + #1 is a great advantage on desktop SERPs
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of desktop
above-the-fold
real estate
#0
+#1
20%
6. #0 + #1 is even better on tablet SERPs!!
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#0
+#1
50%
of tablet above-
the-fold real
estate
7. #On mobile SERPs, #0 +#1 is simply awesome!!!
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#0
+#1
90%
of mobile above-
the-fold real
estate
8. On voice search, it means you are the ONE and ONLY result.
Now, that is a huge difference!!!
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#0
+#1
100%of mobile above-the-fold
real estate, plus…
100%of users’ attention
9. @fernandomaciawww.smxl.it #SMXLmilan
Google voice searches in 2016 over 2008
of all searches will be voice searches by 2020
35x
40% of adults use voice search once per day
25% of 16-24s use voice search on mobile
50%
of people using voice search have started the
last year60%
Comscore, Search Engine Watch, Global Web Index, MindMeld
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12. Find the right keywords: customer journey
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find informational queries with possible
direct answers along the customer
journey
13. Find the right keywords: customer journey
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#1 hint: focus on keywords in the middle of the customer journey
#2 hint: find queries that start with what, where, who, which, how…
#3 hint: find queries that might return a list of elements or a series of
steps to accomplish something
14. Find the right keywords: keywordtool.io
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filter queries
with
• “what”
• “when”
• “how”
• “how much”
and other
patterns which
might have a
direct answer
(eg.
definitions,
Q&A…)
15. Find the right keywords: answerthepublic.com
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16. Find the right keywords: where are your
competitors getting FS? Find out with SEMRush!
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17. Find the right keywords: where are your
competitors getting FS? Find out with Sistrix!
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18. Find the right keywords: where is Google more prone
to displaying FS? Find out with Moz Analytics!
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“Google is
showing more
and more FS”
Eric Enge
19. Give the best answers: do you have the right
content? Find out with Google Search Console!
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filter queries
with
• “what”
• “when”
• “how”
• “how much”
and other
patterns which
might have a
direct answer
(eg. definitions,
Q&A…)
20. Give the best answers: do you have the right
content? Find out with Google Search Console!
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then find
which pages
are displayed
on the SERPs
for these
informational
queries
check average
position and
CTR
23. Optimize your content for FS
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#0 + #1 positions
Text-type FS
Direct answer for voice-
search
No image
#0 position
Text-type FS
Direct answer for voice-
search
Image from different
domain
#0 + #1 positions
Text-type FS
Direct answer for voice-
search
Image from same domain
24. Optimize your content for engagement
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Lists with more than 8
items display an
inviting “More
elements…” link
Lists of ingredients as
FS instead of preparing
steps yield far more
clicks
Text-type FS exceeding
55-58 words may
include an ellipsis that
invites to click
25. Optimize your content for user experience
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Audit with LightHouse to check the downloading
speed as perceived by users
27. Create the perfect content for your industry
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Targeted KW Content type Coding format Targeted FS
definitions, what
is… queries
glossary,
informational
content, blog,
FAQ
Text+image
content, posts
Text-type FS,
voice-search FS
conversion
rate
optimization
<h1>Conversion Rate
Optimization</h1>
<p>El <strong>CRO</
strong> (Conversion
Rate Optimization,
………………
ratio de conversión
de un sitio Web.</p>
<img src="https://
www.humanlevel.com
/wp-content/uploads/
landingpage-1024x57
6.jpg" alt=“landing
page">
28. Create the perfect content for your industry
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Targeted KW Content type Coding format Targeted FS
Steps, ways to…
advice on.., how
to… queries
Tutorials, help
section, video
guides, step-by-
step guides
Video content,
ordered and
unordered lists,
structured data
List-type FS
risotto
vegetables
thermomix
<h2>Ingredientes para Risotto
de verduras</h2>
<ul>
<li
itemprop="recipeIngredie
nt"> Media cebolla </li>
<li
itemprop="recipeIngredie
nt"> Una zanahoria </li>
……………………………
<li
itemprop="recipeIngredie
nt"> 20 gramos de
mantequilla </li>
</ul>
29. Choose the right format: paragraph tag for text-
type FS if you want to target voice-search
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<h2>Preparación</h2>
<p>Ingredientes</p>
<p>Ingredientes para 10
personas: 1 kg. de arroz, 2
kg. de carne de pollo, 1 kg.
de conejo, 300 gr. de tomate,
……………………………..
una ramita de romero
(optativo), 6 g. de pimentón,
sal y 3,5 l. de agua.</p>
30. Create the perfect content for your industry
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Targeted KW Content type Coding format Targeted FS
list of sorted results:
most populated
cities of…, prices of
Ferrari models…
Product
specifications,
price lists,
characteristics
Table, ordered
lists, structured
data
Table-type FS
best tennis
players
<h1>2017 Tenis Masculino
Rankings ATP</h1>
<table>
<tr>
<td colspan=5>Ránkings
Singles Hombres</td>
</tr>
<tr>
<td>1</td>
<td>Rafael Nadal</td>
<td><img src="http://
a.espncdn.com/i/flags/
20x13/esp.gif" /></td>
<td><img src="http://
a.espncdn.com/i/arrows/
neutral.gif" />0</td>
<td>10645</td>
</tr>
………………………….
<table>
31. Wrapping up: how to create the perfect content to
get FS in your industry
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Targeted KW Content type Coding format Targeted FS
definitions, what
is… queries
glossary,
informational
content, blog,
FAQ
Text+image Text-type FS,
voice-search FS
Step-by-step,
advice on.., how
to… queries
Tutorials, help
section, step-by-
step guides
Ordered and
unordered lists +
image
List-type FS
list of sorted
results: most
populated cities
of…, prices of
Ferrari models…
Product
specifications,
price lists,
characteristics
Table, ordered
lists Table-type FS
32. Remember…
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1. Try to include direct answers to your target queries
first. Then, develop your content
2. Use structured data mark up whenever possible
although it is not strictly required
3. Most text-type FS are 30-58 words long (ideal 45-48)
4. To target voice-searches, try to get text-type FS
5. If you want to force a final “ellipsis”, then you can
try to make your paragraph longer than 60 words or
your list longer than 8 elements for increased CTR
6. Provide an excellent user experience
33. Check where you are succeeding and where you
are not
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Check what
works best
in your
industry/for
you