battling for position zero in a mobile-only world

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13-14-15, NOVEMBER 2017

Battling for position zero in a mobile-only world Fernando Maciá

CEO Human Level Communications (Spain)

Fernando Maciá Domene @fernandomacia

Founder and director of Human Level Communications

Alicante - Madrid (SPAIN)

@fernandomaciawww.smxl.it #SMXLmilan

Being #1 is great!

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But being #0 is even better!!

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#0 + #1 is a great advantage on desktop SERPs

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of desktop above-the-fold

real estate

#0 +#1 20%

#0 + #1 is even better on tablet SERPs!!

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#0 +#1 50%

of tablet above-the-fold real

estate

#On mobile SERPs, #0 +#1 is simply awesome!!!

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#0 +#1 90%

of mobile above-the-fold real

estate

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

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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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You get #0 when…

You’re simply

the BEST

Yeah, right. But…

đ

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…what does it take to be the best:

Find the right keywords Give the best answers Choose the right format Offer the best UX

Try, measure and propagate

Find the right keywords: customer journey

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find informational queries with possible direct answers along the customer

journey

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

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…)

Find the right keywords: answerthepublic.com

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Find the right keywords: where are your competitors getting FS? Find out with SEMRush!

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Find the right keywords: where are your competitors getting FS? Find out with Sistrix!

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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

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…)

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

Optimize your content

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Do you have the right content?

Optimize it!!!

Optimize your content

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Don’t use general to specific

structure for your content

Define the main idea first. Then,

develop the arguments that

support it

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

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

Optimize your content for user experience

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Audit with LightHouse to check the downloading speed as perceived by users

Optimize your content

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Don’t have the content? Then…

Create it!!!

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-1024x576.jpg" alt=“landing page">

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="recipeIngredient"> Media cebolla </li> <li itemprop="recipeIngredient"> Una zanahoria </li> …………………………… <li itemprop="recipeIngredient"> 20 gramos de mantequilla </li>

</ul>

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>

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

dataTable-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>

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,

FAQText+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 +

imageList-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

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

Check where you are succeeding and where you are not

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Check what works best in your industry/for you

Try, monitor, succeed and propagate

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Try, succeed, propagate and… Enjoy!

Fernando Maciá Domene @fernandomacia

Founder and director of Human Level Communications