Driving meaningful clicks with enriched SERPs – Isobel Smith
The following 3 bullet points should be a department standard anyway but it’s always good to recap:
When you appear in a featured snippet on the right hand side that is actually position 11 – so sometimes pos. 11 is not such a bad thing – investigate if you’re a snippet or the top of page 2
Make sure you claim all your client knowledge panels via GSC
Invest in mobile image thumbnails for your most valuable/mobile-traffic driving pages so when you appear in a carousel or a featured snippet your image/logo etc. is sized correctly and optimised for mob
Try and implement jumplinks within your content if you can (led by H tags of course). Google have started scraping them and are providing extra links in SERPs:
Featured Snippets: The Achievable SERP Feature? – Emily Potter
Always remember that featured snippets depending on the query provide a confirmation bias.
e.g. Are reptiles good pets vs. Are reptiles bad pets will each provide a different selection of results as they have different intents.
Apparently position 4 is more likely to convert
Obvious (as again it should be a department standard in optimisation etc.) is:
Look at what your competitors are doing to win featured snippets/Answer Boxes
Plan of action re: your war on featured snippets:
1. Find keywords you rank for with featured snippets
a. Avoid keywords with commercial intent
b. Flag where you rank higher than the current owner
2. Look for low hanging fruit
a. Steal headings from competitors (especially where you rank higher)
3. Add on-page content for well performing pages (investigate PAAs)
4. Re-format your content to match that of the current owner
a. lists, tables positioning of content etc.
A Structured Data Case Study: How to Make Your Websites Stand Out in Search – Kenichi Suzuki
Here are all the different types of structured data that Google currently supports (list on left hand side): https://developers.google.com/search/docs/data-types/article
Which structured data features are best for your site? Help you decide: https://support.google.com/webmasters/answer/7358659#choose_features
Another good website is https://schema.org/docs/schemas.html
Test your structured data using the Google Tool: https://search.google.com/structured-data/testing-tool
Leveraging E-A-T for SEO Success – Lily Ray
E-A-T stands for:
..of the creator of the main content, the main content itself and the website”
E-A-T focuses on YMYL – Your Money, Your Life
…pages that impact the future happiness, health, financial stability or safety of users”
-Basically health sites something we know – but to what extent was the content in E-A-T analysed?
So how can all the above be taken into account and effectively implemented?
Backlinks still play a part here so we should all be keeping an eye on the relevancy and health of our backlink profiles
5 Quick Tips to Improve E-A-T
6 Things Your Boss Expects You Should Know About SEO – Lukasz Zelezny
Biggest thing from his talk was if your blog is currently on a subdomain move it to a /blog/ folder on your main domain and bask in the increase in visibility/traffic/rankings etc.
Huge SEO success stories and what we can learn from them – Marcus Tober
Talked about combining PPC and SEO for improved value – save on PPC by reducing cannibalisation and then use that saved money for SEO.