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

& Featured Snippets

Knowledge Graph:

Attempts to present direct access to answers to questions, allows searchers to explore collections and lists.

& Featured Snippets

Carousel

& Featured Snippets

Auto-Complete

& Featured Snippets

Topical Knowledge Graph Boxes

& Featured Snippets

Featured Snippets

(Answer Boxes)

& Featured Snippets

“Also Asked”

& Featured Snippets

Want to Win Featured Snippets?

Don't Fear Larger Sites!

& Featured Snippets

With more complete answers, stronger architecture & organization, smaller sites can win!

& 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!

& 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

& 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

& 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?

& Featured Snippets

Answer Box Tasking

Topical Research Resource:https://answerthepublic.com

H/T @TopHatArsen

& Featured Snippets

Answer Box Tasking

Topical Research Resource:https://answerthepublic.com

H/T @TopHatArsen

& Featured Snippets

Answer Box Tasking

Completeness Bonus Task:

Add photos, graphs, charts, & rich media help to enhance text content

& Featured Snippets

Answer Box Tasking

Don’t ignore the power and future growth from including Schema Markup!

& Featured Snippets

Answer Box Tasking

Sometimes, a short answer is sufficient.

Sometimes, a more complete answer is better.

Determine which is best for your needs.

& Featured Snippets

Deeper Answers Get More Featured Snippets

& Featured Snippets

Answer Box Tasking

3. Strong Topical Organization Reinforces Topical Strength

Navigational Silo Access

URL Hierarchical Silo Model

Section Level Sidebar Interlinking

& 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

& Featured Snippets

Choose Schema Wisely!

Whether you want more visibility in Featured Snippets, Carousels, or the knowledge graph box, pick the right Schema.

& Featured Snippets

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

& Featured Snippets

Broad Local business Markuphttp://schema.org/LocalBusiness

& Featured Snippets

Refined Local Business Options http://schema.org/Attorneyhttp://schema.org/RealEstateAgenthttp://schema.org/Dentisthttp://schema.org/FoodEstablishmenthttp://schema.org/LodgingBusinesshttp://schema.org/FinancialService

& Featured Snippets

Event Collection http://schema.org/events

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Individual Event Typeshttp://schema.org/Eventhttp://schema.org/BusinessEventhttp://schema.org/DanceEventhttp://schema.org/Festivalhttp://schema.org/MusicEventhttp://schema.org/SportsEvent

& Featured Snippets

Articleshttp://schema.org/Articlehttp://schema.org/NewsArticlehttp://schema.org/ScholarlyArticlehttps://schema.org/MedicalScholarlyArticlehttp://schema.org/citation

& 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*

& 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

& 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

& Featured Snippets

Take Control (sometimes)

Suggest Changes to Knowledge Graphhttps://support.google.com/websearch/answer/6325583

& Featured Snippets

Tasking Summary

1. Answer All the Questionsa. Research Existing Search Results

Auto Complete Existing Featured Snippets / Knowledge BoxAlso AskedRelated Searches

& 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

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Tasking Summary

3. Organize with Strong Navigationa. Reinforce navigation with nested URLsb. Reinforce with section isolated sidebar navigation

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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

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Tasking Summary

Schema for the Sustainable Win!Refine to Accurate Sub-TypesTest all the Things!Monitor in Google Search Console Structured Testing Tool

& Featured Snippets

Thank you!

Owning the Answer Box, Knowledge Graph and Featured Snippets

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