Ứng dụng hay cho android Featured snippet, Top stories, Video

SEO is getting harder. What you can vì about it?

How lớn find opportunities within SERP features to optimize và encourage clicks to your trang web.

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Advanced Organic SERP Features

The rise of the advanced SERP feature.

Google"s tìm kiếm engine results pages (aka SERPs) have sầu changed dramatically over the past few years. Catering lớn the popularity of Smartphone và voice search and in an attempt khổng lồ provide quiông chồng answers to lớn user"s tìm kiếm queries across all devices, Google have sầu morphed from a search engine into lớn an answer engine. They have recognised that their users would rather be presented with immediate answers than having to lớn parse a page of link and jump baông chồng and forth between pages until their question has been answered.

This is all well và good for the Google user. However for trang web owners creating valuable content & optimizing our pages for organic tìm kiếm, not only vị we have sầu lớn contend with Google ads but a whole myriad of advanced SERPhường features are now competing for attention.

Advanced SERPhường features are distinct from traditional organic search results. In the example below, a desktop based search for artificial intelligence presents us with two columns.

In the left column, we a series of Google Ads, followed by a Featured Snippet, a Related Questions box, a Top Stories box, and only then bởi vì we see our first traditional organic search result (highlighted) more than halfway down the page, almost certainly below the fold on the majority of devices.

Further down we see the organic results are intercepted by a Videos box and competing for our attention in the right panel is a Knowledge Graph Card.

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I"m #1 so why try harder?

As you can see in the image above, achieving the number one organic result in Google search simply isn"t enough any more. There are so many more enticing things on the page khổng lồ explore. Often, many of them will answer the tìm kiếm query without the user having lớn cliông xã.

Rand Fishkin, cofounder và CEO of SparkToro compiled data from Jumpshot into lớn the chart below to lớn show where users cliông xã after searching google.

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The astonishing percentage of zero-click searches — 48.96% in quận 1 2019 — can be attributed largely khổng lồ Google"s advanced SERPhường. features answering user"s search queries directly, without the need for a cliông chồng.

For every cliông xã on a paid result in Google, there are 11.6 clicks to lớn organic results. SEO is far from dead.— Rand Fishkin Cofounder và CEO of SparkToro

The good news is that 41.45% of Google searches — as represented in the blue segment in Rand"s chart above — result in clicks lớn non-Google websites like yours & mine. And those clicks are coming from both traditional & advanced SERPhường features.

Hopefully we"re all already practicing on-page optimization for traditional SERPhường features. Now we need khổng lồ take advantage of every opportunity we can find within Google"s advanced SERP. features.

Advanced Organic SERPhường Features

To help you get started, we"ll take a look at some of the most frequently occurring advanced SERP. features in detail and show you how to structure & optimize your nội dung to lớn maximize your opportunities for clicks from Google tìm kiếm queries.

We"ll be specifically focusing on advanced SERPhường features of the organic variety, so paid SERP.. features such as Google Ads & Google Shopping fall outside the scope of this guide.

Featured Snippet

What is a Featured Snippet?

Also known as "position zero", Google"s featured snippets take a snippet of content, in the majority of cases from one of the top ten organically ranking pages, và display it in a special format and above sầu traditional organic tìm kiếm results.

Featured snippets come in a variety of different formats, including paragraph snippets, menu snippets, table snippets & YouTube snippets.

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List Featured Snippet

How to lớn optimize for featured snippets?

Format your content around questions.Use headings for your questions (e.g. H1, H2, H3).Provide succinct answers (40 - 50 words) directly below headings.Answer multiple related questions on the same page.Use paragraphs, lists, tables and videos to answer your questions.

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Table Featured Snippet

Knowledge Graph Card

What is the Knowledge Graph Card?

Google"s Knowledge Graph Cards appear in the right hand column on desktop search results pages for certain types of queries & pull together information from a variety of sources. Some of the comtháng queries that can result in a Knowledge Graph Card being displayed include:

Local BusinessesNonprofit OrganizationsCompaniesMediaProductsNutritional InformationInfluential People

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Local Business Knowledge Graph Card

How to optimize for Knowledge Graph Cards?

Ask your customers for Google Reviews.Create a Wikipedia page for your business.Verify your social truyền thông media accounts with Google.

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Local Pack

What is the Local Pack?

The Local Pachồng, also known as the "Google 3 Pack" or "Google Snaông chồng Pack" is a SERPhường feature that displays in the #1 rank position 93% of the time for searches with local intent. It includes three local business listings và displays them on a Google Map.

Winning a prized position in the Local Pack depends on a number of factors. Google determines local ranking based on relevance, distance và prominence.

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Local Pack

How to lớn optimize for Google Local Pack?

Verify your address with Google.Ask your customers for Google review.

Top Stories

What are Top Stories?

The Top Stories carousel (previously the News Box feature) displays when news articles about current events match the users search query. If you"re running a magazine or news publication, optimizing for the Top Stories feature can get you great visibility on SERPs for relevant searches.

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Google Top Stories Carousel

How to optimize for Top Stories?

Video Carousel

What is the Video Carousel?

Google"s Video carousel displays videos relevant to a user"s tìm kiếm query & includes a video clip thumbnail, đoạn Clip title, đoạn Clip channel title & date. "How to" tìm kiếm queries often result in the Video Carousel appearing in position zero.

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Google Video Carousel

How khổng lồ optimize for the Video Carousel?

Create videos that answer a "How to" search query.Have sầu a descriptive sầu Clip title & mô tả tìm kiếm that include từ khóa.

If a Clip appears on a trang web page, it can also be optimised for SERPs with schema markup code.

Image Pack

What is the Google Image Pack?

When the Google algorithm considers images useful to a user"s tìm kiếm query, the Image Pack display a series of images in carousel format, similar to the Video và Top Stories Carousels but without displaying any meta data.

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Google Image Pack

How khổng lồ optimize for the Google Image Pack?

Optimize your image sizesUse descriptive sầu filenames that include keywordsUse descriptive alternative text text that includes keywordsMake sure the URL is human-readableInclude a title attribute

People Also Ask

What is People Also Ask?

This SERPhường feature often displays below the featured snippet but can appear in different positions depending on what other SERPhường features are displaying. Displays a các mục of questions and answers related to the original search query. The questions are displayed in the form of an expandable menu. Expanding any thành phầm reveals a featured snippet và also dynamically generates new related questions within the menu.

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People Also Ask

How khổng lồ Optimize for People Also Ask?

Optimizing for the People Also Ask feature is much the same as for featured snippets:

Format your content around questions.Use headings for your questions (e.g. H1, H2, H3).Provide succinct answers (40 - 50 words) directly below headings.Answer multiple related questions on the same page.

Site Links

What are Site Links?

The Site Links SERP.. feature displays a number of internal website page link (e.g. About Us, Liên hệ Us) selected by Google"s algorithm for brand và navigational search queries. The example below results from a tìm kiếm for "eshopdaroana.com". Site liên kết can increase CTR (cliông chồng through rate) from SERPs. & also makes it easier for users lớn jump to an internal page on your site directly from the SERP.

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Site Links

How khổng lồ Optimize for Site Links?

Make sure your site has a svào links và navigational structure.

Note: the Site Links feature displays more often for sites with high volume of branded tìm kiếm traffic.

SERP Feature Tracking Tools

There are a number of tools available that can help you find opportunities for SERP features & traông chồng how your are ranking for them for your target từ khóa.

To see how often advanced SERP Features occur across a generalized mix of searches, see the SERP.. Feature Graph from Moz.

Traông xã Your Organic Traffic wIth eshopdaroana.com

The Page Analysis feature in eshopdaroana.com helps you to lớn track the traffic to your individual pages over time with a breakdown of Search Traffic, Website Referrals, Social and Paid traffic. The Search Traffic chart below the large Sessions chart shows all organic search traffic. Using Filters, you can choose to see only organic tìm kiếm traffic from Google.

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Page Analysis in eshopdaroana.com

Conclusion

Searches resulting in zero clicks will continue khổng lồ increase & the volume of organic traffic Google sends khổng lồ our websites will continue khổng lồ decrease. This makes SEO more important. To quote Rvà Fishkin again, we must “leverage every scrap of traffic Google (và others) skết thúc us.” This means finding opportunities within organic results & SERPhường features to optimize và encourage clicks to lớn our websites.