battling for position zero in a mobile-only world
TRANSCRIPT
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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