How to Optimize Existing Content for Featured Snippets — Whiteboard Friday

In our last episode of 2022, Crystal discusses how featured snippets show up in several different parts of the SERP, giving you lots of good value for organic reach, and how to claim those opportunities for your existing content.

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Video Transcription

Hi, my name is Crystal Carter. Welcome to my Whiteboard Friday. I am the Head of SEO Communications at Wix, and today I'm going to talk to you about featured snippets. Specifically, I'm going to talk to you about how you can get featured snippets for existing content.

Now, before I get into that, I'd like to talk to you about why we should be thinking about featured snippets for existing content, and that's because featured snippets show up in lots of different parts of the SERP. So they give you lots of good value for organic reach.

If you're not sure what a featured snippet is, if you Google something like, "what is a featured snippet," you actually get a featured snippet, and it's a sort of extract of text from a website. And underneath of it, it'll say that it's a featured snippet, and that's how you know it's a featured snippet.

Now, the content from a featured snippet can show in lots of different parts of search when you're online. So it will show in the neat featured snippet, and it might include an image, it might include a paragraph, it might include some other elements, which I'll go into a little bit later. But it also might show in a featured snippet dropdown. So featured snippets are constantly changing. All of the time they're adding new features and trialing new features. But one of the features that we've seen, for instance, if you look up what is a featured snippet, I've seen it before, where it has the main paragraph, which says what a featured snippet is, and then it'll break it down further, so how to get a featured snippet and how to optimize for that sort of thing. So it will break it down into different sections, and under each section, there's more content, which if you click on it, leads you to another featured snippet.

There's also the People Also Ask section of Google. So under People Also Ask, there might be, more questions about a given topic, particularly if you're searching for a head term, like say, I don't know, shoes, there might be sort of: What shoes should I buy? Or where can I get shoes? Or is a sandal a shoe? That sort of thing might show up in People Also Ask. Those often contain featured snippets as well.

You might also get a featured snippet when you make a voice query. You might also get a featured snippet when you search on Google Lens.

You might also get the content from a featured snippet within the from sources across the web accordions, which show up for certain topic queries. So, for instance, if you were to query something like "Seven Wonders of the World," you might get something that says, "From sources around the web," and has sort of the Pyramids of Giza. And then if you click on that, there'll be lots of little bits of content, and those will often be pulled from featured snippets.

You may also see a featured snippet under a knowledge panel dropdown. So, for instance, if you were to look up, again, something like the Pyramids of Giza, it might have a section about different parts of that particular query, and those will include different dropdowns, and under those dropdowns, you will often see featured snippet content. And, of course, the knowledge panel will very often pull content from featured snippets.

So, with all of that opportunity to gain organic reach and to gain organic visibility, it's really worth optimizing content for featured snippets.

Now, if you have content that you think has the potential to get a featured snippet, i.e., that it appeals to some good, juicy long tail keywords, and that it's of high quality, you may very well think, "Oh, this particular search result that this page is ranking for has a featured snippet. Maybe I could get it." If you're not sure where to start about how to get on that featured snippet, then here's a few tips that tend to work.

So this is a little bit of a decision tree, and I'm just going to talk you through a little bit of it. So first thing you should think about is your formatting, so headers. This isn't rocket science. This is classic SEO tooling. So your headers, your H1s, your H2s, your H3, are they relevant? Are they present? Are they breaking down the content in lots of good ways? If they are not, then you should update that. Okay, if they are, if you do have headers, H1s, H2s, then make sure that they've got relevant terminology in them. We can think keywords, but also you can think more naturally, like natural language. Natural language processing is becoming a lot more intuitive within Google, and they're able to understand lots of nuances of language. So make sure that you've including something that's relevant, that continues to tell the story of whatever the topic is that you're covering.

Another thing that you can think about, and this also helps you with People Also Ask, is whether or not you can phrase the headers as questions. So, for instance, if you were to think about the pyramids, for instance, you might say, "When is a good time to go to visit the pyramids?" for instance. That might be something that you might want to include. If you can write it as a question, sometimes that can help with queries, like, for instance, within the voice search and also with People Also Ask.

Now, once you've done all of that, you want to go to the next thing. So if you go to headers and you say, "Yes, we've done all of this," then we look at facts and data sets. When I say facts and data sets, I don't mean like massive, huge data sets and like 17 spreadsheets with lots of tabs and VLOOKUPs and all that stuff. I mean lists. For instance, if you were to say, "Should I wear sandals or should I wear sneakers," let's say, that would be something that you could compare and you could say, "Well, is the weather like this? Or is this like that? Or is that like that? Or is that like that?" That's a set of information that you could put on a table, for instance. Or if you were to say, "What different types of shoes are there, sandals, heels, trainers whichever," then that's also a type of data set. So if you have data, if you have a list within your content, then you might want to think about whether or not you could include more lists or more in your content, and that might be something you want to think about.

If you are doing that, then you want to think about including HTML lists. So not just listed in the paragraph, but also listed out specifically within lists. These can be as ordered lists or as unordered lists. So an unordered list within HTML has an HTML tag of ul, and then you would be able to make that as bullet points. If you're able to put in an ordered list, one, two, three, four, like top 10 tips for XYZ, then you would be able to put that in as an ordered list, and that's something that you could put in your HTML. What happens with Google, with their featured snippets is sometimes they pull out the list and they will put that onto the featured snippet there. So if you have it in your content, then you're more likely to show for featured snippets.

Another thing you can think about is tables. So I mentioned some of the tables. Google sometimes within their featured snippets will show the tables in the SERP. So if you have content that could be put into a table, it's worth thinking about that as well.

So when you're thinking about your data sets and when you're thinking about the data and the information that you have in your content, think about if there's a way that you can make it more snackable with ordered lists. Think about if there's a way that you can make it more snackable with tables. If you haven't done that yet, then you should update your content so that it includes that. If you have done that, then you can move on to the next step.

So the next step is to think about relevant pictures. Does it contain relevant pictures? This can be an illustration, or this can be photos of whatever it is you're talking about. Sometimes when I speak to people about this, they say, "Oh, well, we're in a vertical that doesn't have a lot of photos." That's fine. That's okay. You can make infographics as well. You can make diagrams as well. Those can help you for featured snippets. They can also help you with lots of other parts of the SERP. One of the features that shows up very regularly within featured snippets is an image carousel. Sometimes Google will mix and match the content in them. So, for a featured snippet, you might see a paragraph from one website and an image from another one. So even if you have the featured snippet, you might not have all of the elements of the featured snippet.

Now, if you do have an image on your featured snippet, then you're more likely to show for both the paragraph and the image. So if you don't have images on your content, you should add them. If you're not able to take a photo, then you should create a diagram that is relevant to your content.

The other one you want to think about is making sure that any images that you have on your content include relevant attributes, like your alt tags, your title names, your file names, your file formats for your images, so that they can be indexed and crawled correctly. Also you want to think about entities, any images on your website that contain relevant entities, which can also help you with visual search. Shout-out to my last Whiteboard Friday on that.

If you've done all of that, then you want to think about making sure that you have schema markup on your images, because that will also give you another element. Now, just a slight sidebar, schema markup is not a part of the criteria for featured snippets. You do not need to have schema markup on your website to get a featured snippet. However, anecdotally, a lot of websites which have schema markup tend to perform well for featured snippets. So what the schema does is it helps Google to understand your image better, which makes it more likely for it to show an image search, which makes it more likely to show in a featured snippet.

So if you don't have these things in place, then you should add those to your content as well. If you do, then I would say that it's worth making sure that you are keeping an eye on your featured snippets and keeping an eye on your content to see if there's any of these things that can be optimized as you go along.

Once you've done that, it's worth checking where your content is being distributed, whether you're showing for a featured snippet, whether you're showing for People Also Ask, whether there's other parts of the SERP that you might be featured on so that you can potentially build on that with either additional content or with enriching this content further.

Those are my recommendations for how to optimize existing content for featured snippets.

Video transcription by Speechpad.com

13 Age-based Local Business Review Preferences You Can Serve

Image credit: Mitchell Joyce

Today, we’ll be learning more about customer preferences by age group surrounding local business reviews, taking a deeper dive into some of the data from The Impact of Local Business Reviews on Consumer Behavior | SEO Industry Report. In our initial report, we covered the leading characteristics of customers as a whole, but here, we’ll surface some intriguing differences that appeared when we segmented survey responses by age.

I want to preface this by stating that age discrimination of every kind is unacceptable. I’m not a fan of the fight over crumbs that underlies divisive and disrespectful slogans involving “okays” and “boomers” or “millennials” and “avocado toast”. Particularly in the US, these types of groupings only serve to divide and dishonor friends, family, and neighbors. Instead, let’s look with respect at the preferences of local business customers when it comes to reading and writing reviews so that we can operate and market local brands to suit the needs and tastes of lots of people in our communities. Honoring everyone is the best basis for great customer service.

Similar review habits and preferences

Image credit: Steve Bailey

Breaking down the survey by age groups of 18-29, 30-60, and 61+, we saw more commonalities than differences in behaviors and preferences surrounding reviews. For example:

• About ⅓ of all three groups say their commonest habit is to read reviews on a weekly basis

• A little over ½ of all three groups say reviews are somewhat important in the process of deciding whether a business can be trusted

• About ½ of all three groups visit the business website as their next step after reading enough positive reviews of a brand, about ⅓ of the youngest and eldest groups say their next step is to visit the business in person, with a ¼ of the middle group doing the same.

• Over ½ of all three groups will definitely seek out a business if its owner responses to reviews resolve stated problems, with the two older groups being slightly more willing to do so than the youngest group.

• About ½ of all three groups require a minimum 4 star rating to consider doing business with a local brand, with the eldest group having slightly higher expectations than the two younger groups.

• About ⅓ of all three groups say they will “sometimes” leave a review when asked to do so.

Different review habits and preferences by age group

Image credit: GT#4

For the purposes of this column, Group A is people aged 18-29, Group B is people aged 30-60, and Group C is people aged 61+.

1. Older Americans write fewer reviews

When asked how often they write reviews, about ¼ of Groups A and B say they only write reviews a few times a year. Most of them are more active review writers than this. However, 43% of Group C falls into the category of only writing reviews a few times a year. Brands may have to work harder to build up their online reputation if their model relies heavily on the patronage of older customers.

2. Older Americans are less tied to Google reviews

A little over 80% of both Groups A and B say they spend the majority of their time reading local business reviews on Google. Interestingly, that number drops to just 62% for Group C, with older Americans having more diverse reading habits that span platforms like the BBB, Yelp, Nextdoor, Facebook and first-party reviews on local business websites. Local brands that rely on the patronage of older customers should be sure to be managing reputation across a wide variety of platforms.

3. Younger Americans trust social media more as a source of local business reputation

When asked which sources, other than local business reviews, respondents rely on to understand local business reputation, a little over 60% of Groups A and B cite friends and family, while an even greater percentage (74%) turn to this resource. 61% of the youngest group relies on social media, a slightly smaller 57% of the middle group does so, but a significantly smaller 43% of the oldest group does so. Meanwhile, an identical 43% of Groups A and B consult the business’ own website as their next choice, but for Group C, 44% turn to the Better Business Bureau. Local brands should note here that younger Americans are skewed more towards social media information, while older Americans still place more trust on established platforms like the BBB.

4. Younger Americans prefer SMS-based review requests over print

About 1/2 of all three groups cite email as their #1 preference for receiving review requests and in-person requests come second for everybody. However, whereas the third choice for Groups A and B is SMS/text-based review asks, Group C prefers to be asked for reviews via receipts, invoices and other print materials. This is an important divide, and while I’ll say that, in my own experience, some of my elders text me more than my nieces and nephews, it’s clear that local brands must diversify their review acquisition methodologies to meet the different expectations of both groups.

5. Younger Americans need extra guidance with the review writing process

Let’s have fun squashing some stereotypes here! It may be a meme to depict young folks as tech-savvy and older folks as behind-the-tech-times, but here’s a lived truth from my own life: my father knows way more about computers than I ever will, and my mother is a much better searcher than I am.

In this data set, we see that the top reason our youngest group doesn’t leave more reviews is because they find the process too confusing and difficult. In other words, they likely require a little extra help and guidance in understanding how to conveniently and efficiently review your local business. Groups B and C already have the review-writing process well in hand, and say that their top blocker to writing more reviews is simply forgetting to do so when they have the free time. For these groups, reminders rather than tutorials are likely to be most effective.

6. The youngest Americans are feeling the burden of bad products

66% of Group B and 76% of Group C say that the top cause of them writing negative reviews is experiencing rude or bad service at a local business. I find it telling and poignant that older Americans have the highest expectations of being treated well by neighborhood companies and are severely let down when owners and staff are unpleasant. Some of us are old enough to remember when nearly all shops were abundantly staffed with well-trained employees who were earning enough of a living wage to have inner funds of contentment and happiness - it’s a far cry from the understaffed warehouses and automated chat bots that too often pass for customer service these days.

However, the data point that interested me most in this set is that our youngest group cites bad products as the top cause of them leaving negative reviews. Your mother-in-law may have had the same washing machine for the last 20 years, but your niece has already had to replace hers twice in the five years since she moved into an apartment with her friends. According to Statista, youngest people are also the poorest, and having to spend what little money they have on shoddy goods is a serious burden, especially when coupled with pandemic-driven supply chain breakages that have made most of us seek out products of indifferent quality because there is no other choice. Local brands should strongly consider overhauling supply chains wherever possible to find higher quality local products to avoid negative reviews and safeguard reputation in the eyes of the rising generation of consumers.

7. Youngest and eldest Americans have more modest expectations of review response times

15% of group B expects to receive an owner response to their review within 2 hours, compared to just 7% of group A and only 1% of group C. 23% of group B expects to hear back with 24 hours, while this figure is at 19% for group A and 18% for group C. 33% of group A expects a response within 24 hours, while 27% is the figure for both B and C. There’s an opportunity here to surpass expectations for all three groups by responding as quickly as possible to reviews, which means paying attention to incoming review alerts and finding time to respond.

8. Older Americans are more forgiving when problems are resolved

67% of group B and 61% of group C will definitely update a negative review and low star rating if an owners response resolves their complaints. This figure drops to just 50% for group A. Perhaps the more lived experience we have, the more aware we become of how easily mistakes happen, and the more readily we recognize and reward efforts to make amends.

9. Younger Americans read a greater number of reviews before deciding a business is worth a try

41% of group A read 10-20 reviews before determining a local business is worth trying, and a similar 37% of group B does the same. But the dominant characteristic of Group C is that 41% of them read just 5-9 reviews before making up their minds. This is open to many interpretations. Perhaps the more experienced we are, the more quickly we can scan a scenario and make a judgment. Or, perhaps the younger we are, the more we count on the process of reading lots of reviews to help us gauge public opinion before making our own decision. In any case, local businesses must be sure that there is plenty of reading material in the form of reviews from both of the younger groups.

10. Eldest Americans place the most trust in the public and the least in brand messaging

A pronounced 74% of group C says it places more trust in what customers say about a local business vs. what that business says about itself. For group A, that figure drops to 61% and group B comes in at 69%. Doubtless, the longer we live, the more experience teaches us the difference between reality and advertising, and it’s important to note that for more than 60% of all three groups, control of brand narrative is now firmly in customers’ hands. This is the best of all arguments for why customer service is the core of the business model – it writes the brand story that the majority of the public believes most.

11. Low stars shed the most trust for eldest Americans

Well over half of group C says that a low star rating compared to local competitors is the top source of lost trust when it comes to local business reviews. Groups A and B put the appearance of a business or its staff self-reviewing as their top cause of lost trust. This dynamic shows how trust can be lost at first glance for our eldest group because stars are immediately visible on review profiles, highlighting how important it is for the cumulative reviews to be speaking well of the business. Meanwhile, groups A and B are more investigative, looking more deeply at reviewers’ profiles for signs of suspicious activity. Brands must be sure to avoid all spammy practices that would rightly give these groups cause to doubt the authenticity of their reputation.

12. Youngest Americans are most put off by argumentative owner responses

When asked which factors of an owner response would make them avoid the business, the top element cited by Group A was the owner arguing with the customer. This highlights the need for deft, accountable responses, even when the business believes the customer is wrong. Meanwhile, about half of Group B cites failure of the owner response to fix a cited problem as the characteristic that would make them avoid a business, and nearly ¾ of Group C say the same. Clearly, the more life experience we have, the more we value brands that are great at solving problems that inevitably arise in the course of normal business operations.

13. Eldest Americans have the most motivation (and justification) for sharing their experience via reviews

They say that wisdom comes with age and I see a confirmation of this in the data that 85% of Group C’s primary motivation for writing reviews is to share their experience with others. For Group B, that number is 72%, and for Group A it is 69%. This puts me in mind of how Civics was a required high school class in my parents’ generation, but I seldom hear it spoken of by people of my age group, and I am not sure what part it plays in current school curriculum. Ideas like valuing the sagacity of elders and freely sharing knowledge for community benefit are excellent standards we should not lose. Local brands are extremely fortunate in having volunteers, both young and old, who are continuously speaking about them in every neighborhood across the country.

In conclusion: be sure everybody is sitting at your table

Image credit: Shanghai 031

Some local offerings are geared towards specific age groups. For example, a senior community club has a particular audience, as does a pediatrician. If your customers and clients are entirely within a narrow age-range, pay particular attention to the review preference differences we saw in today’s column.

However, what will be more common is that a local business with a general audience will be looking at how to increase the engagement of further segments within their community which aren’t yet frequenting the brand. For example, a clothier might want both elder and younger shoppers to know their shop stocks a wide variety of garments for many ages and tastes. It’s in cases like these that knowledge of specific habits and preferences can get the brand closer to having meaningful interactions with a wider audience.

In the digital age, it turns out that your local business reputation is like a very large dining table, and by considering how each of your guests likes to be served, you’ll be sure there’s a seat for everybody. When it comes to age, diversity, equity, and inclusion make for better conversation and better community.

Eager for more insights? Read: The Impact of Local Business Reviews on Consumer Behavior

Use SEO to Fuel Your Brand's Community Flywheel

I don’t typically wear jewelry. However, when I heard a friend rave about the ring and necklace he bought from Automic Gold, it piqued my interest. As I scrolled through the site, I found myself very engaged by the approachable content, fun styles, and lifestyle photos showing inclusive genders. After several site visits, I made a purchase.

This experience is a prime example of how a brand can influence purchasing decisions through community marketing. No ad was seen. No ad was clicked. I not only became a customer, but I also became a fan of this brand—all driven by my friend’s recommendation alone.

We live in an era of community marketing, and community marketing is built through brand stories. Performance marketing efforts are still a fundamental component of marketing, but they become far more effective with a personal endorsement from a friend. After all, social proof is one of the most powerful marketing engines. In fact, according to a Nielsen Harris Poll study, 82% of Americans say they seek recommendations from friends and family when considering a purchase. Today’s most successful brands have built followings that not only return to purchase again, but also promote their products or services loyally — think of LEGO (85% loyalty rate), Apple (with 90% loyalty rates), and REI (50M+ lifetime members), to name a few. Airbnb just posted its stunning results after shifting focus to brand marketing rather than performance marketing.

Introducing the community flywheel

The community flywheel is an approach that easily marries brand and performance marketing efforts. You don’t have to be a big-name brand to see results from this strategy. No matter how niche your audience is, by leveraging your digital assets, you can cultivate an inviting community space. The key to success is building a community you own.

Brands typically think of social platforms like Instagram or Twitter as the gathering place for their community. While these platforms play an important role in amplification and social proof, your website should be a communal gathering place for your brand. It can and should be a place to educate, engage, and entertain your audience. Owning first-party data and the platform where engagement occurs is worth far more in the long run and eliminates risk outside of your brand’s control.

SEO has a pivotal role in the success of a website, and thus SEO also plays a pivotal role in the community flywheel’s success. In this article, I will explain the community flywheel and outline how SEO fits into each step of the community flywheel.

What is the community flywheel?

The community flywheel outline by McKinsey & Company succinctly explains how brands can build better communities, which in turn builds a better brand. It’s a five-step process underpinned by technology that enables scale and a test-and-learn approach that delivers consistent improvement. To align SEO initiatives for each of the 5 steps, I’ve created this graphic showing how initiatives apply to each step.

Let’s unpack each of the steps in the community flywheel. I’ll explain what each step is, how to implement it, and how SEO applies. I’ve provided common SEO deliverables that support each of these steps; however, this is by no means an exhaustive list. I hope this inspires you to integrate even more SEO initiatives—some possibly even more applicable to your brand—into your community marketing efforts.

1. Community Focus: Find the right audience

What it is

Identify communities of shared interest and, in marketing efforts, find ways to help them identify with and have an emotional response to the communities they belong to. Understanding the core target audiences beyond demographics is the key to knowing how the audience interacts. As noted in the McKinsey article, “This is an evolution from targeting consumer segments, which are anchored in demographics or individual need states, to targeting communities of people who share similar interests and values—communities of ‘shared relevance.’”

How to do it

Once you know the community(ies) you’re trying to target, build campaigns that speak to the group as opposed to the individual. Community marketing connects emotional marketing to a group that bonds together.

How SEO plugs in

Audience research is your key to understanding the cohort(s) that interact with the site. Using a tool like Sparktoro can lend insight into how your audience interacts with a particular topic. After audience research is complete, begin SEO initiatives that bolster community engagement so you can build a strategy that targets each community where they’re at in their search journey.

1. Holistic Search Analysis: It’s vital to understand how the audience is interacting throughout the purchase journey within SERPs, your site, and even third-party sites like Amazon. Conducting a holistic search analysis to understand where searches happen across Google, Amazon, YouTube, and other sites is key to knowing where to prioritize your SEO efforts.

2. Regional Strategy: If you have a site that covers multiple regions, creating transcreated content — content that speaks to the audience the way the audience would speak — is a must for ensuring you have a community focus.

3. YouTube Strategy: If your brand has an active YouTube presence, it’s worthwhile to explore which keywords populate video results in the SERPs and which keywords are most commonly searched within YouTube so you can build this into your SEO strategy and conduct YouTube SEO.
   

2. Hero Products: Simplify the brand & boost average order value (AOV)

What it is

Shopping online can require much more thought than shopping in a store. You’re faced with many more options, including figuring out the shipping costs, timelines, etc. It’s cumbersome. Leveraging your brand’s best hero products to define your brand simplifies the brand message to your community.

How to do it

This doesn’t mean leaving hero products on the back burner to evaporate — it means reinvesting in new and interesting campaigns to bring them to light again. This can be done through collaboration campaigns, reinvigorated marketing campaigns, or even repositioning to new communities.

How SEO plugs in

While UX and site hierarchy certainly play an important role in hero product advancement, SEO can support hero product advancement by taking that type of analysis one step further: how are people interacting with hero products off-site, in the SERP, and on the site?

1. SERP mapping: Identifying which hero product keywords trigger competitors, resellers, SERP features, etc., is a great way to ensure that hero products are shown as you desire within the SERP.

2. Site journey analysis: Understanding how folks navigate the site allows you to boost average order value by highlighting hero products or boosting less well-known products by leveraging hero product traffic.

3. Internal linking: Using hero products to acquire backlinks and then creating internal links to less-linked pages can boost keyword ranking for other pages/products.

4. Content strategy: Understanding how to incorporate hero products into the entire content funnel—from awareness tactics like user guides to post-conversion tactics like return policies or help center content—can boost conversion rates and customer sentiment.
   

3. Brand Story: Give people something to relate to & be proud of

What it is

Few want to buy from a brand that doesn’t align with their values. In fact, we see that the majority of shoppers under the age of 56 have favorable attitudes toward brands that have clear involvement in social and political issues.

Make it an easy decision for your community to purchase from you by outwardly communicating your brand values in a way that your audience would understand. This is especially true for brands with an international presence—after all, what may be sneakers in the US are trainers in the UK.

Here is an example from Automic Gold of communicating clear brand values:

How to do it

Communicating clear brand values on the site, in brand messaging, and amplifying those tactics through media pushes is a fantastic way to communicate the brand values across the community(ies).

How SEO plugs in

Most brand stories are typically left to the PR and/or brand teams to own, but SEO can play a pivotal role in amplifying those efforts and even fueling their expansion.

1. Listing Analysis - Understanding what is showing up in the SERPs for various search terms allows us to know what efforts to focus on—e.g., if we know publishers appear in top positions, then we should relay that information to the PR team to focus on getting placement in those publications.

2. Schema - Schema impacts how the listing appears in the SERPs, which leaves plenty of room for a brand to utilize schema to own more real estate in the SERP.

   1. FAQ schema - FAQ pages and schema are an easy way to answer questions related to the brand—e.g., “Who is the CEO of [brand]” etc.?

   2. Help Center schema - Usually, help centers are the last thing to be optimized for SEO, but building a community means ensuring a great experience from start to finish. Optimizing the help center—inclusive of schema—is an easy way to help people get easy access to information related to their search queries directly within the SERP.

3. E-A-T efforts - The more the brand story is consistent and amplified across channels, the better the expertise, authoritativeness, and trustworthiness (E-A-T) will be because Google will be able to understand the brand entity better.
   

4. Fuel Community: Build a gathering place

What it is

The end goal is to build a community space where your community(ies) can interact and create user-generated content that can then be used to amplify your brand message. Nevertheless, a car won’t move forward without fuel. Building a consistent content strategy that communities can latch onto and use as their own provides the fuel to generate community engagement.

How to do it

Investing in tactics that can enable brand marketing teams and bring the community together on your site is the best way to fuel community. We typically think of “community engagement” happening on social media platforms, but who says that your website can’t create its own community with regularly engaged and recurring community members? Some excellent examples include LEGO IDEAS, Sphero Edu, Sephora's Beauty Insider, and F5’s DevCentral community. No matter the industry, you can find unique ways to create a community space on your website.

How SEO plugs in

SEO alone can’t fuel community. Much of this has to be done across channels, including email campaigns, packaging, etc., but SEO supports these efforts in some key ways:

1. Blog strategy - One of the best ways to engage with your audience and build community is through a compelling and consistent blog strategy that educates, entertains, and/or engages the community in a unique way. I’d encourage easy share buttons, simple call-to-actions, and an engaged comments section.

2. Forum strategy - Forums are a great way to engage with your community and allow the community to bond with others.

3. Review strategy - Reviews help bolster social proof and support the community flywheel by allowing folks an outlet to share their experience with your brand.

4. Keyword listening - When new products are launched, or a brand evolves, related search trends may also change. Using keyword listening is your way to stay ahead of trends and use user-generated search queries to inform new site content generation.

5. User-generated content - While we typically think of UGC as social media content, we can absolutely use UGC on the site by fueling content strategy, or even by allowing noteworthy guest contributors on your site.
   

5. Effortless Transactions: Make it easy to engage

What it is

Transactions look different throughout the entire marketing funnel. At the top of the funnel, it might be a cookie drop for retargeting. In the middle of the funnel, it might be email or phone data capture. At the bottom of the funnel, it might be purchase or lead form submission. Regardless, it should be seamless for customers to transact at any place in the funnel. This allows the community to have a pleasant experience throughout.

How to do it

Investing in conversion rate optimization efforts to smooth the path to site conversion, technical SEO to ensure the site experience is seamless, and on-site SEO to ensure that the right pages for the right search query are your way to make transactions easy.

How SEO plugs in:

Effortless transactions also include things like digital wallets and using pay-later tools, but SEO efforts—inclusive of technical site performance—can certainly impact transactions more than most other efforts.

1. Technical SEO - Focusing on things that allow for better page indexation and page experience (like site speed) boosts the likelihood of a user landing on the right page and not bouncing from poor UX.

2. On-site SEO - Content and internal links on the page can help the user navigate from discovery to purchase without confusing them.

3. YouTube CTA optimizations - For search results that have video results, including CTAs in the videos and ensuring the links are up to date is an easy way to smooth the path to conversion.

4. YouTube video chapters - Including video chapters—or even auto-enabling them—allows Google to highlight the correct section in a video for a user, which gets them their answer even faster.

Make the wheel spin faster with technology

Finding the right tech stack to get data faster and validate strategy more quickly is the difference between doing good SEO and great SEO. Data capture and measurement have to be a priority in SEO efforts so you can perform analysis faster than ever before. Using your CRM database to analyze existing customer information and pairing that with a purchase journey analysis can inform how your existing community interacts with your site.

Additionally, SEO A/B testing tools like SearchPilot are a great way to understand the impact of SEO and CRO tests on net new traffic and conversions without bogging down development teams.

Validate the community flywheel with a test-and-learn approach

At Brainlabs, we use a test, learn, and earn approach to guide our initiatives. This model fits nicely into community marketing because we’re constantly testing new methods to engage with a brand’s community. We know that a customer interacts with various digital channels as their needs evolve over time. While SEO can be utilized to enable the community flywheel, it’s imperative to use a test-and-learn strategy so you can continue to find the right media mix to reach your goals.

Leverage SEO to make the community flywheel spin

Community marketing is here to stay. It’s been the most effective marketing tactic since the beginning of marketing. Building a community doesn’t happen overnight, but integrating these SEO strategies within each step of the community flywheel is a great way to improve your CPAs, increase your AOVs and LTVs, and build a brand that stands the test of time.

5 Ways to Get More with Less Through Link Building — Whiteboard Friday

As we enter 2023, several businesses are being squeezed because of rising costs. Customers are simultaneously struggling to cope with their living costs, which in turn affects companies and what products they can sell, so agencies and in-house teams come under more pressure to get more results, with limited budgets. 

In today’s Whiteboard Friday, Paddy walks through a few tactics to meet those needs by getting more (from less) when it comes to your link building efforts.

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Hi, Moz fans. Welcome to Whiteboard Friday. I'm Paddy Moogan. I'm the CEO of Aira. Today we're going to talk about link building, and we're going to talk about five tactics to get more from less with your link building. Before we go into those, I'm going to set some context about what we mean by more from less.

So at the moment in the world, in the UK, and in the US, lots of businesses are being squeezed because of rising costs. Customers are struggling to cope with their living costs as well, which is affecting companies and what products they can sell. So what happens as a result is agencies and in-house teams come under more pressure to get more results, but maybe from less budget, or they won't get the budgets increased because companies are worried about rising costs.

So what we need to try and do as agencies and in-house teams is think of tactics to get more from less. And what I mean by that is inputs are normally around time, resources, budget. Those are the things that drive the work that we do. And the outputs are normally links, traffic, revenue, conversions, those kinds of things. What we need to try and do is not need more and more of this to get more and more of that. So we can actually use the same amount of inputs or lesser inputs to drive the same outputs in terms of links, traffic, and revenue. That's really, really good for our stakeholders. If you work in-house, your bosses will be really happy about that. If you're an agency, your clients will be really happy about that as well. So here's five ways to think about doing those things, all focused around digital PR, link building, and content marketing.

1. Repeatable content ideas

So number one, try to favor repeatable content ideas. So when you're coming up with ideas in the ideation process, try and look for ones that you can repeat over and over again. So, for example, can you plug in some new data for 2022 then for 2023? Can you put some new information there, some new facts, rather than having a campaign that has a fixed start and end point? If you have a fixed start and end point, once the end point comes, you can't keep outreaching. The results you're going to get from that content are quite limited by time. Whereas if you can keep that content going over and over again and keep refreshing it with new ideas, new data, and new data points, you can keep refreshing it, keep getting links, and keep getting more from that content, rather than relying upon building new content every single time.

2. Don't stop outreaching content

Number two, don't stop outreaching content. We see this quite a lot. So 25% of SEOs outreach content over and over again, leaving 75% that just leave content behind once they've gotten a few links to it. What normally happens is you launch a campaign, get some links, then you move on to the next one. These campaigns that you've already outreached, if you can keep going with them, if they're working, just keep doing the outreach, because whilst you're building new content and launching more campaigns, you can keep getting links to the older content and keep getting results for that content as well, which, again, means you're getting more from less. From the same inputs, you're getting more and more output.

3. Look for existing link-worthy content

Number three, look for existing link-worthy content. So when you start working on link building and launching content, it's really tempting to still launch brand-new content, launch brand-new campaigns. Whereas sometimes there's content sat right there on the website that is already link-worthy. You may already have some links going to it. So rather than diving off and creating new content, take a quick look at the website itself, see which pages have got lots of links to them, see why they've gotten links, and see if you can pick them back up again. If you can, the nice thing about this is you can keep building links to the old content whilst you're launching brand-new campaigns. So you don't need to not launch brand-new campaigns, but try not to default to launching new ones and forget about what could be right in front of you with the existing content.

4. Simplify your execution

Number four, I'm a big fan of simplifying execution. Again, it's really tempting to think of an idea and think of the most complex, the most shiny, interactive way to launch that content. And sometimes that's fine, that's the right thing to do. But don't let your mind default to that, because that is expensive in terms of time, resources, and budget. So try and simplify as much as you can. If you've got a good idea, it can be launched inside a blog post or just a very, very simple graphic, or even a short few lines of text with some data. Just focus on that rather than worrying about design and development resources, because if the angle is good enough, it will still get links. And you don't need to worry about going viral. If you spend just a couple of hours launching a blog post, it gets a handful of links, that's still a good result compared to spending 6 or 8 weeks on a big, shiny, interactive piece to get maybe 10 or 15 links. So don't worry too much about going viral. Focus on the angles. Focus on keeping things simple.

5. Look for internal linking opportunities

Number five, this is a really overlooked area in SEO in our experience. So look for internal linking opportunities. If you have pages that have gotten lots of external links pointing to them, you need to try and filter the equity from those pages through to your commercial pages, because usually the homepage gets the most links, but then you've got categories and products which aren't normally that link-worthy for most websites, so they don't get a lot of links pointing directly to them. But they're the ones we want to rank right. They're the ones that drive revenue. So if you have links going to your content, your campaigns, it might be a blog, it might be some guides, try and filter that link equity from those pages to your most important commercial pages, to your products and your categories. Then track the results. Track the rankings, track the traffic, and you'll see that filtering that link equity makes those pages rank a bit better. And again, you're getting more from less because that's just internal linking. You don't need more design, more development, and you can still drive more outputs with pretty minimal inputs.

So that's it. That's five ways to get more from less with link building. As we move into this era of businesses being a bit more picky with their budgets and may squeeze a little bit more, these are going to be really, really important to think about. And even when we come out of recessions and things are going well again, these are still good things to be thinking about. No stakeholder will be unhappy if you're trying to get more from less when it comes to budget.

So I'm Paddy Moogan. If you want to follow me on Twitter, I'm @paddymoogan. I really hope that was useful, and thank you for watching.

Video transcription by Speechpad.com

2022 YouTube and Video SERP Result Changes

When you think of video results on Google in 2022 (and video optimization), you might think of something that looks like this (from a search for “flag football”):

In mid-October, we noticed a drop in this type of video result, and that drop became dramatic by late-October. Did Google remove these video results or was our system broken? As it turns out, neither — video results have split into at least three distinct types (depending on how you count).

(1) Video packs (simple & complex)

The example above is pretty simple, with the exception of “Key Moments” (which debuted in 2019), but even the familiar video packs can get pretty complex. Here’s one from a search for the artist Gustav Klimt:

All three of the videos here have Key Moments, including a pre-expanded section for the top video with thumbnails for each of the moments. Some specific SERPs also have minor variations, such as the “Trailers & clips” feature on this search for “Lion King”:

Video packs are still often 3-packs, but can range from two to four results. While only the header really changes here, it’s likely that Google is using a modified algorithm to surface these trailer results.

(2) Branded video carousels

Some videos are displayed in a carousel format, which seems to be common for branded results within YouTube. Here’s an example for the search “Dave and Busters”:

While the majority of these “brand” (loosely defined) carousels are from YouTube, there are exceptions, such as this carousel from Disney Video for “Lightning McQueen”:

Like all carousel-based results, you can scroll horizontally to view more videos. Google’s mobile-first design philosophy has driven more of this format over time, as the combination of vertical and horizontal scrolling is more natural on mobile devices.

(3) Single/thumbnail video results

Prior to breaking out video into separate features, Google typically displayed video results as standard results with a screenshot thumbnail. In the past month, Google seems to have revived this format. Here’s an example for the search “longboarding”:

If you hover over the thumbnail, you’ll see a preview, like this (edited for size):

In some cases, we see multiple video results on a single page, and each of them seems to be counted as one of the “10 blue links” that we normally associate with standard organic results from the web.

There’s also a variant on the single-video format that seem specific to YouTube:

This variant also shows a preview when you hover over it, but it launches a simplified YouTube viewing experience that appears to be new (and will likely evolve over time).

(4) Bonus: Mega-videos

This format has been around for a while and is relatively rare, but certain niches, including hit songs, may return a large-scale video format, such as this one for Taylor Swift’s “Anti-Hero”:

A similar format sometimes appears for “how to” queries (and similar questions), such as the one below for “how to roundhouse kick.” Note the text excerpt below the video that Google has extracted from the audio …

While neither of these formats are new, and they don’t seem to have changed significantly in the past month, they are important variants of Google video results.

(5) Bonus: TikTok results

Finally, Google has started to display a special format for TikTok videos, that typically includes a selection of five videos that preview when you hover over them. Here’s an example from one of my favorite TikTok personalities:

Typically, these are triggered by searches that include “TikTok” in the query. While it’s not a standard video format and isn’t available outside of TikTok, it’s interesting to note how Google is experimenting with rich video results from other platforms.

Does YouTube still dominate?

Back in 2020, we did a study across 10,000 competitive Google searches that showed YouTube holding a whopping 94% of page-one video results. Has this changed with the recent format shuffling? In a word: no. Across the main three video formats discussed in this post, YouTube still accounts for 94% of results in this data set, with Facebook coming in at a distant second place with 0.8%. This does not count specialized results, such as the TikTo results above.

What does this mean for you?

If you’re tracking video results, and have seen major changes, be aware that they may not have disappeared – they more likely morphed into another format. This is a good time to go look at your SERPs in the wild (on desktop and mobile) and see what kind of video formats your target queries are showing. Google is not only experimenting with new formats, but with new video-specific markup and capabilities (such as extracting text directly from the soundtracks of videos and podcasts). You can expect all of this to continue to evolve into 2023.

Sneak Peek: The MozCon 2023 Speaker Line-Up

The year may slowly be wrapping up but we’ve got an extra special, early gift to share before you log off that laptop and put away your favorite travel mug.

We’re thrilled to announce the first 19 extraordinary speakers that will be taking the MozCon 2023 stage in Seattle this coming August (in alphabetical order).

Snag your Super Early Bird tickets!

Meet the speakers

Amanda Jordan (she/her)

Director of Digital Strategy, RicketyRoo
@amandatjordan | @ricketyroo

Amanda is passionate about helping complex, large businesses improve their local visibility. Her background includes working with clients in the legal, health, financial, and home services industries.

Andi Jarvis (he/him)

Strategy Director, Eximo Marketing
@andijarvis | @EximoMarketing

Andi is the Founder and Strategy Director of Eximo Marketing, a marketing strategy consultancy based in the UK. Eximo works with established manufacturers who want to grow their business via direct to consumer. Andi also hosts the Strategy Sessions podcast.

Brie E. Anderson (she/her)

Owner, BEAST Analytics
@brie_e_anderson

Brie E Anderson is an Analytical Nerd with a Soft Spot for Strategy. She's spent the last 10 years helping businesses of all sizes execute data-driven strategies to increase ROI. Today, she runs BEAST Analytics, a digital marketing analytics consultancy.

Carrie Rose (she/her)

CEO & Founder, Rise At Seven
@CarrieRosePR | @RiseAtSeven

Carrie Rose, Founder of leading Global Search-First Creative Agency Rise at Seven both driving and facilitating search demand for global brands operating in 4 locations across the world including UK, US and EU

Chris Long (he/him)

VP of Marketing, Go Fish Digital

@GoFishChris | @GoFishDigital

Chris Long is the VP of Marketing for the Go Fish Digital team. He works with unique problems and advanced search situations to help clients improve organic traffic through a deep understanding of Google's algorithm and web technology.

Crystal Carter (she/her)

Head of SEO Communications, Wix
@CrystalontheWeb | @wix

Head of SEO Communications, Wix, Crystal is an SEO & digital marketer with over 15 years of experience. Her clients have included Disney, McDonalds, and Tomy. An avid SEO communicator, her work has been featured at Google Search Central, Brighton SEO and more.

Daniel Waisberg (he/him)

Search Advocate, Google
@DanielWaisberg | @google

Daniel is a Search Advocate at Google, part of the Search Console engineering team. His job is divided between educating / inspiring the Search community and working with the product’s engineering team to develop new capabilities.

Duane Brown (he/him)

Founder & Head of Strategy, Take Some Risk Inc.
@DuaneBrown

Duane has lived in 6 cities across 3 continents while working with Ecom, DTC and SaaS brands. He now lives in Canada helping brands grow through data, strategy and PPC marketing across search & social ad platforms.

Jackie Chu (she/her)

SEO Lead, Intelligence, Uber
@jackiecchu | @uber

Jackie Chu is currently the SEO Lead, Intelligence for Uber, driving analytics and tooling for the SEO teams globally. She has deep experience in technical SEO, content SEO, ASO and international SEO spanning both B2B and B2C industries.

Jes Scholz (she/her)

Group CMO, Ringier
jes_scholz | @ringier_ag

Group CMO at Swiss media giant Ringier, marketing technologist & mum of two tiny humans. Jes loves to talk about the future of search, smart marketing automation and travel.

Lidia Infante (she/her)

Senior SEO Manager, Sanity
@LidiaInfanteM | @sanity_io

Lidia has been working in SEO for almost a decade, helping businesses in SaaS, media and e-commerce grow online. She has a BSC in Psychology and a Master in Digital Business and is a regular speaker at SEO events such as MozCon, BrightonSEO or WTSFest.

Lily Ray (she/her)

Senior Director, SEO & Head of Organic Research, Amsive Digital
@lilyraynyc | @​​amsive_digital

Lily Ray is the Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high impact work for a fast-growing list of notable clients, including Fortune 500 companies.

Miracle Inameti-Archibong (she/her)

Head of Organic Search, John Lewis (Financial Services)
@Mira_Inam

Miracle is Head of Organic Search at John Lewis (Financial Services) and is armed with more than a decade of supporting national, and global brands with technical SEO and data strategy.

Noah Learner (he/him/his)

Product Director, Two Octobers
@NoahLearner | @twooctobers

Noah is a technical marketer, nicknamed the Kraken, who is happiest building SEO tools, automations, data pipelines and communities. When not in the lab, he loves skiing, fly fishing, camping with his family, and walking his dog, Shadow.

Dr. Pete Meyers (he/him)

Marketing Scientist, Moz
@Dr_Pete | @Moz

Dr. Pete is Marketing Scientist for Seattle-based Moz, where he works with the marketing and data science teams on product research and data-driven content.

Ross Simmonds (he/him)

CEO & Founder, Foundation Marketing
@TheCoolestCool | @FoundationIncCo

Ross Simmonds is the founder & CEO of Foundation, a global marketing agency that provides services to organizations all over the world ranging from some of the fastest-growing startups to global brands. He was named one of Atlantic Canada's Top 50 CEO.

Tom Anthony (he/him)

CTO, SearchPilot
@TomAnthonySEO | @SearchPilot

Tom is CTO at SearchPilot, where he leads the engineering & product teams. Tom has been working on the web for over 25 years, and has a PhD in Computer Science. He lives with his wife and 3 daughters in Germany.

Tom Capper (he/him)

Senior Search Scientist, Moz
@thcapper | @Moz

Tom heads up the Search Science team at Moz, providing research and insight for Moz's next generation of tools. Previously he headed up the London consulting team for SEO agency Distilled, and worked as a chef in a roadside grill.

Wil Reynolds (he/him)

CEO & Vice President of Innovation, Seer Interactive
@wilreynolds | @SeerInteractive

Wil has been leading the charge to leverage “Big Data” to break down silos between SEO, PPC, and traditional marketing -- pulling together data from various sources to see the big picture.

Meet the emcees

Cheryl Draper (she/her)

Event Marketing Manager, Moz
@CherylDraper | @Moz

Melissa Rae Brown (she/her)

Learning Team Manager, Moz
@Melissa_R_B_ | @Moz

Ola King (he/him)

User Researcher, Moz
@justolaking | @Moz

From fan favorites to fresh faces, it’s a pretty great start to what’s sure to be the best MozCon yet! We’ll have even more incredible speakers to reveal, including our community speaker lineup, in early 2023.

But don’t wait to snag your tickets! Save up to $600 on MozCon 2023 now with Super Early Bird pricing.

Grab your Super Early Bird tickets!

SEO Gap Analysis — Whiteboard Friday

Ranking on Google is not ranking in a vacuum. Ranking is outranking your competitors. When you've got very limited space on the first page of the SERPs, you need to be doing better than your competitors. 

In today's Whiteboard Friday, Lidia Infante shows you her recommended strategies for successful SEO gap analysis. 

Click on the whiteboard image above to open a high resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to a new edition of Whiteboard Fridays. My name is Lidia Infante, and I'm the Senior SEO Manager at sanity.io. Today, I'm going to be talking to you about SEO gap analysis, and yes, I know it's a very unsexy topic, but bear with me because it's worth it.

SEO gap analysis takes us to the first principles of what we do in SEO because ranking on Google is not ranking in a vacuum. Ranking is outranking your competitors. You've got a very limited space on the first page of the SERPs, and you need to be doing better than your competitors to be able to rank there. That means, then, you need to know what your competitors are doing and how you're going to do it better.

Identify competitors

But first of all, you need to know who your competitors are, who they are really. We're going to be speaking about competitor identification in a different Whiteboard Friday, so be sure to check it out.

Benchmark

Once you have your set of competitors ready, you're going to proceed to benchmark yourself against them, and we're going to be doing this across the three pillars of SEO. 

So we're going to be looking at content, we're going to be looking at links, and we're going to be looking at tech SEO. We're going to look at how our competitors perform from each of those and how we compare.

Content

So when it comes to content, the very first thing that we want to look at is at the estimated traffic by type that our competitors and we have. So when I'm talking about traffic by type, what I mean is like: Are they getting branded traffic versus unbranded traffic, product traffic, editorial traffic? It's going to be very different depending on the vertical that you're in, so adapt it to make it yours. We're also going to be looking at the number of editorial URLs that they have and how much traffic these editorial URLs are getting each on average. And lastly, we're going to be looking at the number of keywords that they're ranking for. We're not going to be looking at all of the keywords. We're going to be aiming for the range of 1 to 30. Again, you can make this yours. You know your market better, and you know what's relevant, but that should narrow the entire pool to stuff that's a little more relevant to your competitors.

Links

Then, we're going to be looking at links. We're going to begin with link gap analysis. That is we're going to look at how many links your competitors have and how many referring domains are pointing to your competitors. Then, we're going to use this to measure link growth. We're going to look at how many links your competitors had 6 months ago or 12 months ago if your market is a little slower, and we're going to get a percentage of growth out of that. That's going to indicate to you whether your search market is very aggressive with link building and you need to make an effort to keep up or it's a little bit more relaxed. Then, we're going to be looking at branded search. So how many people are looking for your competitors' brands versus how many people are looking for your brand? That's going to indicate the level of brand awareness that you have within your target audience in comparison to your competitors.

And we're going to take it one step further, and we're going to be looking again at branded traffic. There should be a very, very correlated relation between branded search and branded traffic. If you're first for branded search, you should be first for branded traffic and so on. But if there isn't, it might be an indicator that you don't have content within your site that's responding to the users' queries about your brand. So that's definitely a very quick win that you could action right now.

Technical SEO

Lastly, we're going to be looking at tech SEO, and this is incredibly difficult to measure because the requirements in tech SEO vary from website to website, from vertical to vertical. I am personally in the SaaS market, so my requirements for tech SEO is essentially make it readable and make sure that JavaScript is not blocking anything, classic crawling and rendering issues, and that's about it. But if you're in e-commerce, you're likely dealing with faceted navigation. You're dealing with filter management, and it's a little bit more demanding. So the best way that I have found to measure tech SEO changes and performance is Core Web Vital scores. We're going to go on the Chrome UX Report on Data Studio, and we're going to look at the main three Core Web vitals, grab the percentage of good URLs according to Google, and then we're going to average them out into one score. Then we're going to be looking at page speed. You can do this with PageSpeed Insights, and we're going to be looking at the scores for mobile versus desktop. I don't average these out because I think they provide really useful information of what issues your industry is running into when it comes to mobile usability. And then lastly, we're going to do some manual checks. Take a look at the robots.txt, take a look at the sitemap, how they manage canonicalization, and that's going to inform you better on how you could outperform your competitors.

And if this seems very complicated, don't worry. I have provided a free template for you so that you can make it yours.

Thank you so much for watching my Whiteboard Friday. My name is Lidia Infante, and you can find me on Twitter @LidiaInfanteM. You can find me on my website at lidia-infante.com and see you soon.

Video transcription by Speechpad.com