Owning the Answer Box, Knowledge Graph and Featured Snippets
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Transcript of Owning the Answer Box, Knowledge Graph and Featured Snippets
#StateOfSearch
Owning Answer Boxes,
the Knowledge Graph
& Featured Snippets
@AlanBleiweiss
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Forensic SEO Consultant
22 Years Internet Marketing17 Years SEO
5 Years Specializing in Site Audits
350+ Audits PerformedOver 1 billion PagesDeindexed Over 600 Million Pages
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Knowledge Graph:
Attempts to present direct access to answers to questions, allows searchers to explore collections and lists.
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Carousel
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Auto-Complete
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Topical Knowledge Graph Boxes
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Featured Snippets
(Answer Boxes)
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
“Also Asked”
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Want to Win Featured Snippets?
Don't Fear Larger Sites!
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
With more complete answers, stronger architecture & organization, smaller sites can win!
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Featured Snippets (Answer Boxes)
No consistency regarding reliance on structured markup
Exact Match Page Titles Not Required
Not always accurate
Google continues to change & refine results - Expect Fluctuation
Images are often drawn from sites other than the site the actual answer is drawn from
Not All Featured Snippets Include a Source Link!
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
1. Research Extensively
Existing Competitive Answer Box Results
"People Also Asked"
Click "Also Asked" Results to Reveal More Questions
"Searches Related To" at Bottom of SERP
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
2. Answer All the Questions For Your Situation
2a. For product and service sales sites:
Think like prospective customers during each phase of the decision process
Initial research questionsMultiple vendors comparison questionsQuestions about your brand as potential source Existing customer questions
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
2b. For Educational Content
Think like a student researching the Topic
What information do I need, in order to have confidence I have learned all I need to for this topic?
Does this content meet that need?
Do I trust this content?
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Topical Research Resource:https://answerthepublic.com
H/T @TopHatArsen
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Topical Research Resource:https://answerthepublic.com
H/T @TopHatArsen
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness Bonus Task:
Add photos, graphs, charts, & rich media help to enhance text content
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness Bonus Task:
Don’t ignore the power and future growth from including Schema Markup!
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
Completeness Bonus Task:
Sometimes, a short answer is sufficient.
Sometimes, a more complete answer is better.
Determine which is best for your needs.
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Deeper Answers Get More Featured Snippets
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
3. Strong Topical Organization Reinforces Topical Strength
Navigational Silo Access
URL Hierarchical Silo Model
Section Level Sidebar Interlinking
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Answer Box Tasking
4. High Quality Inbound Links
To maximize sustainable trust, you'll need to obtain high quality links pointing to those topical silos
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Whether you want more visibility in Featured Snippets, Carousels, or the knowledge graph box, pick the right Schema.
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Example: Recipes Many sites have been penalized for using recipe markup for non-food recipes like "how to make soap".
There was no viable replacement until this summer, when they came out with Schema for "How-To" Articles.
See http://schema.org/HowTo
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Broad Local business Markuphttp://schema.org/LocalBusiness
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Refined Local Business Options http://schema.org/Attorneyhttp://schema.org/RealEstateAgenthttp://schema.org/Dentisthttp://schema.org/FoodEstablishmenthttp://schema.org/LodgingBusinesshttp://schema.org/FinancialService
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Event Collection http://schema.org/events
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Individual Event Typeshttp://schema.org/Eventhttp://schema.org/BusinessEventhttp://schema.org/DanceEventhttp://schema.org/Festivalhttp://schema.org/MusicEventhttp://schema.org/SportsEvent
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Choose Schema Wisely!
Articleshttp://schema.org/Articlehttp://schema.org/NewsArticlehttp://schema.org/ScholarlyArticlehttps://schema.org/MedicalScholarlyArticlehttp://schema.org/citation
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Tools
Structured Data Markup Helperhttps://www.google.com/webmasters/markup-helper/
Structured Data Testing Toolhttps://search.google.com/structured-data/testing-tool
Google Search Console Structured Data Reporthttps://www.google.com/webmasters/tools/structured-data?hl=en&authuser=0&siteUrl=*YourDomainHere*
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Docs
Carouselshttps://developers.google.com/search/docs/guides/mark-up-listings
Bookshttps://developers.google.com/search/docs/data-types/books
Corporate Contactshttps://developers.google.com/search/docs/data-types/corporate-contacts
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Google Docs
Eventshttps://developers.google.com/search/docs/data-types/events
Musicians & Bands https://developers.google.com/search/docs/data-types/music
Recipeshttps://developers.google.com/search/docs/data-types/recipes
Social Iconshttps://developers.google.com/search/docs/data-types/social-profile-links
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Take Control (sometimes)
Suggest Changes to Knowledge Graphhttps://support.google.com/websearch/answer/6325583
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
1. Answer All the Questionsa. Research Existing Search Results
Auto Complete Existing Featured Snippets / Knowledge BoxAlso AskedRelated Searches
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
2. Answer All the Questions
a. Think Through Questions during Full Life Cycle Journeyb. Enhance with Mediac. Enhance with Appropriate Schema
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
3. Organize with Strong Navigationa. Reinforce navigation with nested URLsb. Reinforce with section isolated sidebar navigation
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
4.Reinforce with inbound linksa. Target internal silosb. links should be based on matching silo topical focusc. don’t be an asshat with links
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Tasking Summary
Schema for the Sustainable Win!Refine to Accurate Sub-TypesTest all the Things!Monitor in Google Search Console Structured Testing Tool
#StateOfSearch @AlanBleiweiss
Owning Answer Boxes, the Knowledge Graph
& Featured Snippets
Thank you!