Fibre Marketing

Tag: Search Results

BrightonSEO September 2019: Key Highlights For Fibre Marketing

Posted on by Ella

Last week, a few members of the Fibre team attended BrightonSEO – one of the world’s largest SEO conferences – where we spent the day listening to talented speakers’ tips and advice as well as seeing some big SEO names (Greg Gifford was a highlight). Preceded by a pre-party that allowed attendees to DJ and followed by a grab-all-the-free-stuff session the next morning, we can say that it was certainly a full-on, exciting couple of days.

We’ve come away inspired to try out new tools and strategies throughout our company and see what results they bring. With that in mind, here are just some of the talks that stood out for us.

Link Building

Creating Sexy AF Outreach Emails To Land Sexy AF Links – Carrie Rose

Carrie Rose claimed that she wasn’t 100% during her talk as she was hungover, yet she had so much energy that we could barely imagine how charismatic she is when she’s feeling more like herself!

Carrie offered great advice throughout her talk, exhibiting screenshots of her outreach emails and providing an insight into the day to day of journalists and bloggers. Essentially receiving around 600 emails a day – Carrie highlighted the need for outreach emails to really stand out. Carrie then provided tips for crafting the perfect subject heading as well as going through the best time slots to send emails each day, along with other valuable SEO wisdoms.

Takeaways:

  • Top-tier journalists receive around 600 emails a day, so it’s essential that your outreach email stand out.
  • Create stories within your content – something that bloggers/readers will be interested in and will be considered, ‘resourceful, useful or different.’
  • The relevance of what you’re pitching should be stated near the top of your email.
  • Match your tone of voice and title to the publication’s.

Carrie’s slides are available here.

Email Anatomy: How To Get Top Tier Links – Alex Cassidy

Alex Cassidy’s talk on building top tier links was one of the most insightful sessions in the conference for us. He broke down the perfect outreach email, accompanied by screenshots, and shared his methods that he and his team created based on the 100,000 emails they sent out last year.

He titled his method ‘SLLAM,’ an acronym for Subject, Lede, Link, Angles and Methodology, as these make up the structure of outreach emails. He also shared how to chase writers to include links in already-published articles, but encourages his team to state the link needed in the email to minimise constant back and forth. Some of the most memorable screenshots of his talk however were the many, many blunt rejections that ‘outreachers’ receive that everyone in the room could relate to – we’ve all been there!

Takeaways:

  • If you’ve tried a subject line 25 times which hasn’t received much traction, then move on to a different technique.
  • Constructing the perfect email is an ‘art’ – you need to cut down large amounts of content to something digestible yet intriguing for the reader.
  • You want to keep your emails short and sweet, but provide enough information to eliminate back and forth conversation.

Alex’s slides are available here.

SERPS

Mining The SERPs: How To Make The SERPs A Powerful Weapon In The SEO Armoury – Rory Truesdale

Rory Truesdale explored the language of SERPs during his talk to explain how they can show you what customers/users are looking for.

Using certain tools, Rory explains how you can analyse the language of search engine results in order to improve your own online performance. Conductor composed a study which revealed that Google rewrites 84 % of SERP-displayed meta descriptions, so the meta description displayed on search pages can differ from what’s defined in the page’s HTML.

Takeaways:

  • Google has data that helps it make sense of what the user is looking for, so it will pick sections from the content that it thinks best meets the criteria of the search. So by exporting this data, we can take the content pulled from SERPs and gain insights into how Google is interpreting queries, which can thus be used for webpage content.

Future Of Search

Bettlejuice’s Guide To Entities And The Future Of SEO – Greg Gifford

In his talk, Greg Gifford explores the evolution of Google and it’s algorithms, starting from a simple matching keywords-to-keywords basis to now understanding real-world signals. An insightful talk with a horror movie theme that made his session even more enjoyable for our team.

Greg explained that Google originally used keyword matching for search queries – meaning that their bots considered the keyword patterns instead of the meaning behind the query itself. It wasn’t until 2012 when Google then started to evolve towards the latter, stating that they were ‘moving from keywords towards knowledge of real-world entities and relationships.’ Reflecting on past major algorithm updates, we can see that Google continues focusing on semantics and entities.

Takeaways:

  • When thinking about the future of search, it’s obvious that rankings will be based on real-world signals. This means that the weight of keyword matching is decreasing as these signals cannot possibly be faked by anyone.
  • Furthermore, these changes tell us that SEO will be less concerned with writing content for search, but instead will focus on ensuring that websites have the best answer for the search query. We are already seeing this today.
  • Local SEO is also becoming more and more significant, especially for mobile searches. Make sure your Google My Business Listings are updated and monitored, focusing on images and reviews.

You can see Greg’s slides here.

Rethinking The Fundamentals Of Keyword Research With The Insights From Big Data – Tim Soulo

Tim Soulo from Ahrefs gave us an insightful talk that took a deep dive into keyword research by providing us with data based studies composed by the company.

We knew we were in for a session of discoveries when the first statistic was presented to us: the average #1 page position in Google rank for about 1000 other keywords! While we all knew that pages rank for multiple keywords, but it was still a shock to know exactly how many. Tim continued his talk by offering advice on applying this data to websites and what effects they can have.

Takeaways:

  • 88% of webpages receive no traffic from Google, which serves as a reminder of how essential keyword research is.
  • In their study, Ahrefs concluded that there are two reasons why pages are not ranking in Google. The first being the number of backlinks (links are a major major ranking factor), or, the page isn’t targeting a topic with a decent amount of search potential. Essentially, if no one is searching for what your webpage is about, you’re not going to get any traffic for it.
  • This demonstrates that search intent is one of the most important aspects of gaining that first-place ranking.

We’ve absolutely loved BrightonSEO this year, and we’re looking forward to attending the next conference in April 2020 and seeing what else we can learn.

Author Authority in Search: Does it Matter to Google?

Posted on by Ella

The ability of author reputation to influence page rank has been an ongoing dispute for many years. Google Authorship was a feature that appeared in Google search results for around three years, from June 2011 until August 2014. The feature allowed and encouraged content creators to identify themselves when posting a piece of content – be it a blog post, article or other type of web-based copy – by displaying a profile image and linking to their Google Plus account. Theoretically, this aimed to help authors stand out in the SERP and bolster their click-through-rate. The Google Authorship markup fell under Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness) umbrella, whereby the verification of authors on the internet would improve users’ overall search experience.

Unfortunately, the Google Authorship initiative retired in August 2014 when Google removed all author photos in their mission to better marry the user experience with mobile and desktop search – which involved decluttering the search page. Google had also established that participation in the authorship markup was extremely low (almost non-existent in many verticals), with searchers receiving little to no value from the addition. It was reported that when the markup was removed, there was little difference in ‘click behaviour’ on the search results page than when the authorship feature was in play.

However, conversations around author authority in the SEO space have since crept back into the headlines. In July there was an interesting discussion on Twitter surrounding the weight of author authority in the health industry. Google’s John Mueller referenced YMYL sites as an example of why authorship is a necessary factor to consider when publishing or reading sensitive content, such as online medical advice. He mentioned that if you are writing about a topic on health and you’re not an expert in that field, then you’re already starting off on a “shaky foundation.” He added that it makes sense for writers to find experts to write or review the content so that it is “correct and trustworthy.” Despite this, there is still little evidence to suggest that content authorship is a ranking factor in Google search. However this doesn’t necessarily mean that it isn’t an important element. In fact, many people believe that author authority has a number of benefits. With this in mind, let’s look at some of the evidence for and against the importance of author authority in Google search.

Considerations for content authorship

There was renewed interest in the impact of author authority on Google search following Google’s Search Quality Raters Guidelines (SQRG) update back in July 2018. Under these guidelines, web pages could appear higher in the search results if they rank highly in Google’s three attributes of content quality – Expertise, Authority, and Trustworthiness. An addition to the July 2018 update was the inclusion of content creators as part of the measure of content quality. On assumption, this could imply that the reputation and expertise of the author is still an important component of the overall E-A-T rating.

What’s more (while this has not been confirmed), should Google want to identify and evaluate authors on the web according to the E-A-T specification, using something like Machine-Readable Entity IDs (MREIDs) would be essential. Google is constantly looking for ways to enhance the user experience, so it makes sense that at some point Google will begin to look for signs of authoritative and reputable authorship on content pages. For that reason, it’s advisable that publishers only accept content from creators with good reputations who have experience in the specified field. Publishers should also give preference to content creators who have a clear, positive presence online i.e. creators with active social media accounts.

The authorship veto

Back in August 2014 Google removed the ability for publishers to display the author’s name, photograph and the number of Google Plus circles the author had been added to. Once the Google Authorship feature was removed, many marketers and publishers no longer resonated with the importance of content authorship. What’s more, as mentioned above, Google has publically declared that content authorship is not a ranking factor. According to information on searchenginejournal.com – “Google’s John Mueller has clarified that the search engine’s algorithms do not look at author reputation when ranking websites.” For that reason, many businesses don’t consider it an important factor in their marketing efforts.

Final thoughts

There is little evidence to support both sides of the authority debate. However, this doesn’t mean that it’s not an important factor to consider in your marketing efforts – there is certainly no harm in providing a quality, transparent and accountable author reputation to your content. It’s also important to keep in mind that Google’s Search Quality Rater Guidelines could update at any point in the near future and perhaps include author authority as a ranking factor.

A Guide to Featured Snippets

Posted on by Chloe

 

A Google snippet or featured snippet is a small summary of your website on the Google results page. It offers small segments of detailed information with the aim of helping a Google user choose if he or she should visit your website. It is programmatically chosen from your web pages. If you are wanting to land a featured snippet, you’ll have to optimise your content, conduct some keyword research and answer the questions that your target audience are looking for.

Where Are Google Snippets Coming From?

Information is extracted from what a reader sees on your web page. If the Google algorithm indicates that your website offers an answer for a Google user’s question, then the answer  will be presented on the featured snippet.

The snippet shows directly under the paid ads, but before the rest of the search results on the SERP (search engine results page).

The snippets come in a range of formats:

  • Paragraph
  • List
  • Table
  • Video

Is There Anything I Can Do To Affect Snippets?

There is nothing you can do besides offer a suitable level of information or content on your web pages. For example, if your web page has a single image and a single line of text, then there is not very much for the website to go on.

To optimise your content for featured snippets, there are many things you can do. But it all comes down to content.

  • Keep your content concise. And make sure it’s quite specific as well. Add bullet points or short paragraphs (the average length of a paragraph snippet is 45 words), as these will help user retention.
  • Answer the questions that people are asking. Your content needs to provide the information that they are looking for, so do your research (the ‘People also ask’ tab on SERPs are useful for this) and lay out the answers searchers want on your page.
  • Do your keyword research. Try and fit a range of keywords with a decent search volume into your content – just make sure you don’t spam, else you’ll likely be penalised by Google. It would also help if your keyword research included a mix, such as long-tail keywords and questions.

Are there any search terms that usually give featured snippets?

There are so many search terms that generate featured snippets. While many are questions, a few short searches do frequently show them as well, such as ‘definition,’ ‘vs,’ and ‘recipe.’

Build an Online Brand

If you want your website message and your Google snippets messages to match up, then simply brand your website correctly. If your website is not sending mixed messages, then your Google snippets will not transmit mixed messages. There is nothing wrong with website wackiness, but do not break or bend your brand principles. If you make a claim, then live up to that claim consistently and your online brand will hold.