How to increase global traffic with Answer Box optimisation - Brighton SEO Sept 2019

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In many countries and languages, finding featured snippets and answer boxes is still quite rare – but there are big opportunities to be had. Using examples from a recent case study, a senior account manager Zanna Pupele will demonstrate how optimising for these positions can have a positive impact on the rankings and CTRs of non-branded keywords in markets like Spain and Italy, as well as give you a competitive edge in the future.
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  • 1. How to increase global traffic and rankings with answer box optimisation Zanna Pupele// Webcertain Group SLIDESHARE.NET/ZANNA.PUPELE
  • 2. Featured Snippet Google Answer Box Position Zero No-Click* search results
  • 3. Featured Snippet Google Answer Box Position Zero No-Click* search results
  • 4. a paragraph [with an image] a table a list
  • 5. a paragraph [with an image] a table a list
  • 6. How many queries trigger Featured Snippets?
  • 7. How many queries trigger Featured Snippets? Depends on the country!
  • 8. Getting in Position Zero In some countries it’s easier than in others!
  • 9. Compete for an existing Featured Snippet Getting in Position Zero
  • 10. Getting in Position Zero
  • 11. Getting in Position Zero
  • 12. long tail keyword / search intent Getting in Position Zero
  • 13. Creating a brand new page, answering the query Getting in Position Zero
  • 14. Based on true story Increase traffic and rankings with answer box optimisation
  • 15. Based on true story Increase traffic and rankings with answer box optimisation
  • 16. 1.1 Research - Italy Query Translation Search Vol in Italy Client Ranking (Google IT) Ranked URL (Google IT) come stampare fronte retro how to print two- sided 720 41 https://www.brand.it/ufficio/latest/F49 BR-01I.pdf come stampare fronte retro pdf how to print two- sided pdf 140 30 https://www.brand.it/ufficio/latest/F49 BR-01I.pdf come stampare fronte retro mac how to print two- sided mac 90 83 https://www.brand.it/ufficio/soluzioni- software/apple-airprint/itit.html come si stampa fronte retro how to print on both sides 70 36 https://www.brand.it/ufficio/latest/F49 BR-01I.pdf come stampare fronte retro word how to print two- sided word 20 - Not ranked how to print two-sided
  • 17. how to print two- sided H1: How to print two-sided (duplex) • 5 steps as bullet points H2: Advantages of double-sided printing • 4 bullet points H2: Brand™ duplex printers 1 paragraph – 62 words H2: Print duplex automatically 1 paragraph – 66 words H2: Duplex printing: Automatic VS Manual Paragraph – 3 bullet points – paragraph Related Articles – 4 in the carousel 2.1 Page Creation - Italy
  • 18. Query Translation Search volume Ranking position Ranked page come stampare fronte retro how to print two-sided 720 41 www.brand.it/ufficio/F49BR-01l.PDF 8 www.brand.it/ufficio/approfondimenti /come-stampare-fronte-e-retrostampare fronte e retro print two-sided x 6 how to print two-sided 3.1. What we managed to achieve ? - Italy
  • 19. how to print two-sided 3.1. What we managed to achieve ? - Italy
  • 20. how laser printer works Query Translation Search Vol in Italy Client Ranking (Google IT) Ranked URL (Google IT) stampante laser come funziona laser printer how it works 140 59 https://www.brand.it/ufficio/digital-printing- equipment/stampanti/itit.html come funziona stampante laser how a laser printer works 50 24 come funziona una stampante laser how a laser printer works 50 70 stampante a laser come funziona laser printer how it works 30 39 stampanti laser come funzionano laser printers how they work 20 53 stampante laser colori come funziona laser printer colors how it works 10 72 https://www.brand.it/ufficio/stampanti/stamp anti-a-colori/phaser-7100/itit.html come funzionano le stampanti laser how laser printers work 10 68 https://www.brand.it/ufficio/digital-printing- equipment/stampanti/itit.html 1.2 Research - Italy
  • 21. 2.2 Page Creation - Italy H1: Laser printer: how does it work? • Paragraph (47 words) • 4 mini-topics as bullet points H2: Advantages of laser printing - Paragraph (77 words) • 4 bullet points H2: Which laser printer to choose? 3 paragraphs – 172 words Related Articles – 4 in the carousel how laser printer works
  • 22. Query Translation Search volume Ranking position Ranked page stampante laser come funziona laser printer how it works 140 59 www.brand.it/ufficio/digital-printing- equipment/stampanti/itit.html 3 www.brand.it/ufficio/approfondiment i/come-funziona-stampante-lasercome funziona stampante laser how works laser printer x 2 how laser printer works 3.2 What we managed to achieve ? - Italy
  • 23. how laser printer works 3.2 What we managed to achieve ? - Italy
  • 24. Query Translation Search volume Ranking position Ranked page come stampare dal cellulare how to print from mobile phone 320 33 www.brand.it/servizi/stampa-gestiti/stampare-da- remoto 17 www.brand.it/ufficio/approfondimenti/come- stampare-cellularecome stampare cellulare how to print mobile phone x 7 how to print from mobile 3.3 What we managed to achieve ? - Italy
  • 25. how to print from mobile 3.3 What we managed to achieve ? - Italy
  • 26. Query Translation Search volume Ranking position Ranked page was ist duplexdruck what is duplex printing 210 - not ranked 6 www.brand.de/office- produkte/einblicke/was-ist-duplexdruck duplexdruck was ist das duplex printing what is it x 8 printing two-sided 3.4 What we managed to achieve ? - Germany
  • 27. printing two-sided 3.4 What we managed to achieve ? - Germany
  • 28. Query Translation Search volume Ranking position Ranked page vorder und rückseite drucken print double sided 140 - not ranked 7 www.brand.de/office- produkte/einblicke/vorder-und-ruckseite- drucken how to print two-sided 3.5 What we managed to achieve ? - Germany
  • 29. how to print two-sided 3.5 What we managed to achieve ? - Germany
  • 30. Query Translation Search volume Ranking position Ranked page drucker mit handy verbinden connect printer with mobile phone 320 33 www.brand.de/printer-supplies/compatible- cartridges/dede.html 7 www.brand.de/office- produkte/einblicke/drucker-mit-handy- verbinden how to print from mobile 3.6 What we managed to achieve ? - Germany
  • 31. how to print from mobile 3.6 What we managed to achieve ? - Germany
  • 32. Query Translation Search volume Ranking position Ranked page comment imprimer recto verso how to print double sided 720 - Not ranked 4 www.brand.fr/bureau/infos- complementaires/comment-imprimer- recto-verso how to print two-sided 3.7 What we managed to achieve ? - France
  • 33. how to print two-sided 3.7 What we managed to achieve ? - France
  • 34. Query Translation Search volume Ranking position Ranked page imprimante wifi comment ça marche how WiFi printer works 180 57 Not ranked 3 www.brand.fr/bureau/infos- complementaires/imprimante-wifi how WiFi printer works 3.8 What we managed to achieve ? - France
  • 35. how WiFi printer works 3.8 What we managed to achieve ? - France
  • 36. Query Translation Search volume Ranking position Ranked page imprimer depuis un smartphone android print from an android smartphone 90 22 www.brand.fr/connectkey-mobile-apps 15 www.brand.fr/bureau/infos- complementaires/imprimer-despuis- smartphone-android how to print remotely 3.9 What we managed to achieve ? - France
  • 37. how to print remotely 3.9 What we managed to achieve ? - France
  • 38. What we managed to achieve? Definitely see positive results with creating new pages/content!
  • 39. Getting in Position Zero Yes, its possible! … But its temporary
  • 40. Question Time! zanna.pupele@webcertain.com
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