How to rank for quick answers in Google - April 2017 - Adrian Phipps

Adrian PhippsSaga

How to rank in the answer box!

www.3four.co.uk | www.linkedin.com/in/adrianphippshttp://www.slideshare.net/AdrianPhipps1

WHO AM I?

#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps


INSIGHTFROMREALEXPERIENCE

MOST IMPORTANT THING TO CONSIDER IN SEO?


USER INTENT


PURCHASE INTENT


DISCOVERY INTENT


WHYIS THISIMPORTANT?


THE FOUNDATION OF EVERYTHING WE DO IN SEO


HEART OF GOOGLE ALGORITHMS


WHATAREQUICK ANSWERS?



CONTENT THAT ANSWER

QUESTIONSWHO – WHAT – WHEN – WHERE - HOW


RANKS AS POSITION

“0”#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps

LIST EXAMPLE


TABLE EXAMPLE


PARAGRAPH EXAMPLE


82% PARAGRAPHS

11% LISTS

7% TABLE#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps

HELPFUL GETSTAT WHITE PAPER


https://getstat.com/blog/featured-snippets/

WHAT’S THE COMMON ADVICE TO

GET QUICK ANSWERS?


YES - CAN WORK

BUT!


STOP&

THINK!


WHO TELLS US THESE THINGS

MATTER?


DO BACKLINKS MATTER IN ORDER TO

RANK FOR A QUICK ANSWER?


PINCHOF

SALT?


ARE THEY RIGHT OR WRONG?


IT’S ALL ANECDOTAL


GOOGLE HAS ONLY TOLD US THAT SPEED

AND CONTENT MATTER


WE HAVE TO ASSUME 200+ OTHER FACTORS

OURSELVES


HELPFUL MOZ PERSPECTIVE


moz.com/blog/what-we-learned-analyzing-featured-snippets

SUCCESS DEPENDS ON LOTS OF FACTORS RELATED TO YOUR

SITE


IT’S VERY PERSONAL!


NOT A COOKIE CUTTER


SEO GURUS AND AGENCIES DON’T EMPHASISE THAT

ENOUGH?


SAGAQUICK ANSWERS


0 – 283 IN 24 MONTHS!


WHY DO WE NEED TO RANK FOR QUICK

ANSWERS?


ATTRACT

ENGAGE

PROTECT



DOUBLEBUBBLE

HOW DO WE PREPARE TO RANK FOR QUICK

ANSWERS?


MARKET ENVIRONMENT

INSIGHTS / AUDIT

COMPETITORS



DONT FORGETUSER INTENT


THREE IMPORTANT CAVEATS

1) IDEALLY BE RANKING ON P12) NO PPC

3) ORGANIC ABOVE THE FOLD#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps

WHAT DO WE ACTUALLY DO TO RANK

FOR QUICK ANSWERS?


1) WE AIM TO ANSWER THE TARGET QUESTION IN THE

FIRST 100 WORDS&

ASK THE QUESTION IN THE TITLE



2) WE ALSO ANSWER RELATED MULTIPLE

QUESTIONS



3) MULTIPLE H2 HEADINGS WITH SHORT CONTENT DIRECTLY ADDRESSING THE HEADING

+HOW TO LISTS



4) UNIQUE CONTENT ADDRESSING THE WHOLE

TOPIC

MIN 1,200 + WORDS


5) CALCULATORS, IMAGES, VIDEO, CHARTS, ASSETS

THEY ALL HELP TO ADD TOPIC AUTHORITY



6) IMPLEMENT STRONG SEO HOUSE KEEPING

& SOLID SEO PRACTICES TO RANK

HIGHER



LISTS & PARAGRAPHSWORK BEST FOR US

WHAT GIVES US A BETTER CHANCE OF GETTING A QUICK

ANSWER?


UNDERSTANDING OUR USER’S INTENT


NEEDS

WANTS

DESIRES#brightonSEO 3four.co.uk | www.slideshare.net/AdrianPhipps1 | www.linkedin.com/in/adrianphipps

+SEO

HOUSEKEEPING


QUICK ANSWERS ACCOUNT FOR 3% - 5%

OF OUR MONTHLY PUBLISHING TRAFFIC


TAKEAWAYS


1) BE RANKED ON PAGE 1

2) ACTUALLY ANSWER THE QUESTION – 100 WORDS

3) ADDRESS THE QUESTION IN THE PAGE TITLE

4) ANSWER MULTIPLE QUESTIONS

5) CREATE UNIQUE QUALITY CONTENT – 1,200+

TAKEAWAYS


6) USE HEADINGS CORRECTLY (H2)

7) KNOW YOUR ENVIRONMENT & COMPETITORS

8) USE ASSETS, VIDEO, CALCULATORS, ETC.

9) GOOD ON-PAGE & TECHNICAL HOUSEKEEPING

10) UNDERSTAND YOUR USER & THEIR INTENT

RESOURCES


https://www.brightedge.com/blog/google-quick-answers/

https://searchenginewatch.com/sew/opinion/2414342/google-answer-boxes-the-what-why-and-how

https://moz.com/blog/101-google-answer-boxes-a-journey-into-the-knowledge-graph

https://moz.com/blog/what-we-learned-analyzing-featured-snippets

https://moz.com/blog/how-to-appear-in-googles-answer-boxes-whiteboard-friday


https://seomoz.box.com/shared/static/sbzn8ajzp93mjjg94261xcd57dn9q5x3.pdf















#brightonSEO 3four.co.uk | www.slideshare.net/username | www.linkedin.com/in/adrianphipps

THANKSFOR LISTENING

Date post:	21-Apr-2017
Category:	Data & Analytics
Upload:	adrian-phipps
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How to rank for quick answers in Google - April 2017 - Adrian Phipps

Data & Analytics