SEO Webinar with BrightEdge: How to Leverage User Micro-Moments to Maximize Your Brand Visibility

SEO Webinar with BrightEdge: How to Leverage User Micro-Moments to Maximize Your Brand Visibility


Jonny Waite:
Hi everyone. This is Jonny Waite of Direct Agents. I’m the SEO lead over here. With me today, I have Brian Herskowitz from
BrightEdge, and we’re going to be getting into a little bit more of an expansive intro
in a second. But while people are signing in, I thought
I would take this time to go through some of the administrative items of the webinar. We’re going to have a couple of polls throughout
the webinar, which when we get to them, you’ll see them on your screen and they’re interactive. Fill them out. We’ll have about 45 seconds allotted for everybody
to read through and give their answer. Immediately following the results, we’ll be
reviewing them just to make it more of an interactive thing. If you do love the content on the webinar
today, I wanted to mention that Brian and myself’s info will be at the very end after
the Q&A, so feel free to reach out to us via email following this. During the webinar, if you have any questions,
in your upper left-hand side of your screen, you’ll have a little chat window. You can type in your questions there, and
we’ll hold those until the end. We have some time allotted for a Q&A so we’ll
get to as many of those as we possibly can, and we’ll leave a little extra time after
the allotted time for the webinar to try to complete those. But yeah, feel free to ask us any questions
that you have and we’ll do our very best to get to all of them. As I said before, I’m Jonny Waite. I’ve been in SEO about eight years, which
for some of you might seem impossible. But yeah, I’ve been doing SEO for about eight
years working both agency side, in-house, working on pretty much every vertical you
can think of. I work for Direct Agents here in New York
City. We’re an omnichannel agency. We have offices in both New York City and
LA, so both coasts. We handle a wide array of the digital marketing
spectrum. Our services include SEO, obviously, paid
search, programmatic, paid social, creative, and advanced analytics, and over the last
few years, we’ve had a lot of cool opportunities to implement and test some of the items that
we’re going to cover in today’s webinar. We’re definitely excited to go through today’s
material. I know us at Direct Agents and the guys over
at BrightEdge have been working in conjunction for awhile, and we’re really excited to go
through this with you. So with that, I’m going to turn it over to
Brian to just give you some info on himself and BrightEdge. So, Brian? Brian H.:
Yeah, thanks Jonny. So a little bit about me. Been in the industry for about 10 years. Worked with BrightEdge for just shy of one
year so far. BrightEdge as a whole is the industry-leading
SEO platform, so we’ll do some kind of high-level dives into it and how it ties into this presentation
throughout. We work with great folks like Jonny over at
Direct Agents, but we also work directly with some large clients as well and clients of
all sizes, really. We work with over half of the Fortune 100
companies, so definitely the industry leader from an SEO standpoint in helping give a lot
of visibility and strategy around how you attack SEO as a company. Jonny Waite:
Great. Thanks, Brian. So with that, I think we’ve had some time
for everybody to log in and get settled, we’re going to jump into the content and the webinar
today. This topic, “How to Leverage User Micro-Moments
to Maximize Your Brand Visibility,” has been something that if you’ve gone to conferences
or you’ve been in the industry awhile or you have a agency partnership with Google or any
of those guys, you’ve heard this term “micro-moments.” The purpose of today is really to take these
high-level terms that you hear that are the next big thing or what you should be focusing
on in 2017 and beyond and really give a tangible outlook on it. You know, we need to focus on micro-moments
is all long and good but what can we actually do that’s actionable. With that, we’re going to go into a high-level
overview of what a micro-moment is, what that can be segmented out into, and then we’ll
get into some very tangible material of what do we do to actually capture these micro-moments. With that, you know, the [inaudible 00:05:00]
here. We have the definition. What is a micro-moment? Some of you may have seen this before, have
heard it a million times, but just to give you a clear-cut definition, it’s a moment
when a consumer acts on a need. For example, they want to learn something. They want to do something. They want to discover something. They want to watch or buy something. They want to take an action. We call those intent-rich moments where decisions
are being made and preferences shaped. That’s great, but what does that mean? Really, from an SEO perspective, and I know
Brian can attest to this over at BrightEdge, what we deal with is taking these high-level
kind of market lingo and sentences and try to create something that a client or a brand
can use to attract more customers to expand their visibility and ultimately grow their
business. With that, I’m going to have Brian lead into
what’s involved in a micro-moment. Brian H.:
Yeah, thanks Jonny. One of the things that a lot of folks in the
SEO industry can relate to is, you guys are ranking really well for a particular query
on Google. You go to bed, you wake up the next day, and
all of a sudden, you guys aren’t even on page one. I think a lot of people I speak to on a daily
basis will say, “Yeah, I can totally relate to that,” and then you have to try and figure
out, well what just changed? Why did we slide down the rankings so dramatically
overnight? Well, the answer’s probably that Google’s
algorithm changed. It changed over 500 times last year alone,
so it’s more than once a day. So it leads to the question is, well how do
I stay ahead of this? I think, really, if you try and stay ahead
of each change, it’s nearly impossible because you’re just never going to be able to do that. Why not take a more macro-level approach and
understand what Google’s trying to do with these algorithm changes, and that’s where
these micro-moments really come into play and kind of map your SEO strategies and efforts
to them. Essentially what Google’s trying to do is
with every query on Google, it’s trying to put them in a certain bucket. Is it an I-want-to-know moment? Is this an I-want-to-go moment and I-want-to-do
moment or an I-want-to-buy moment? Based on that, Google’s going to change the
shape and the result of the search engine results page. More and more, as we go through this presentation,
you’re going to see that as Google classifies a query there, they’re going to classify it
into one of these buckets and based on that, it’s going to then change the dynamic of the
search engine results page. So just a couple of quick examples here with
an I-want-to-know moment, you might see an AMP page or a knowledge graph, which Jonny’s
going to talk about the AMP specifically and the knowledge graph, actually, here in a couple
of minutes. An I-want-to-go, you might see a local 3-pack,
so bars near me, restaurants near me, all of a sudden, you see a local 3-pack. An I-want-to-do moment could be how to change
a tire and I’ll send it to you quick answer or video, and then finally, an I-want-to-buy
micro-moment, Google could potentially serve up that four pack of ads, which we’ll talk
about each of these throughout the presentation as well. Jonny Waite:
Thanks Brian. So to take a deeper dive into some of these
elements, first thing we want to talk about is within the I-want-to-know moment, how to
maximize mobile and more specifically a AMP, which is an accelerated mobile page. Just to give you an idea of what that is,
if you’ve ever Googled something on your mobile phone and seen a little lightening bolt in
the bottom left corner of the result, that’s called a accelerated mobile page, and what
that is is just a light version of a mobile page on your site that Googled caches and
serves up to user in an extremely, extremely fast load time. What that means is load times of one second,
less than one second, three seconds, tops, and it creates this user experience where
somebody’s searching for either a recipe or a piece of content that’s served up in a news
platform, and Google promotes that in a top story, in a rich card, and serves up these
AMP pages that users can then click through and see that content in a very real-time fashion. What we’ve seen so far has been nothing short
of miraculous. As you see on the screen, we’ve seen bounce
rates go down by 50%. We’ve seen brand loyalty go up, and we’ve
seen user experience on the positive side. Really, what these pages do is just provide
the content you want to serve up to your users in a very fast, very easy way, and it benefits
client side as well. AMP pages use 10 times less data versus your
non-AMP pages. The pages are very, very easy to build. It’s very, very light HTML, and it’s open-source,
so as the project gets updated, your development teams are able to make updates to your pages
as they go up. A little bit more into the accelerated mobile
pages, we can see here that these AMP pages have a wide array of uses. This is a snapshot from the BrightEdge platform. What we can do here is identify areas for
AMPs within top stories. That’s really where you’re going to see a
lot of these pages, is top stories. That doesn’t necessarily mean that you need
to be a news platform or anything like that. Top stories can contain any kind of article
that is trending right now. If you have content that you’re putting out
that isn’t necessarily national news but is very real time and lines up with user intent,
that’s something that can be pushed into the top story section, and especially if you have
AMP pages enabled, something you can capitalize on as well. Really, what we want to look at here is that
you can boost your traffic and conversions because of these AMP pages and utilize something
like the BrightEdge platform to identify content areas where you can use these. Additionally, as we have done at the bottom
left of the slide, you can know which topics are AMP-preferred by Google, and that’s really
where the money is, is not just creating AMP pages and saying, “Yeah, this would be great,”
but identifying what pages will make the most use of this and capitalizing on that. With that, I wanted to take a quick poll,
and I know that some of you have either heard from me or heard from your own SEOs or internally
or from outside sources, AMPs or you Googled something on your mobile phone and you say,
“What the heck is this little lightening bolt?” But I wanted to take a quick poll. There’s just three little options to choose
from. “Yes, we’re using AMPs today.” Second option is “I know how to implement
an AMP … ” or “I know what an AMP is but not sure how to implement,” or you’re “familiar
with the concept but unsure how to implement.” So if you guys want to take about 45 seconds
here and just fill it out while we view the results together. Again, this is interactive so you can just
click the option right there and submit. We’ll go through that. And just as a kind of high-level on this stuff,
if this content is useful or if you have follow-up questions or want to take a deeper dive into
what some of these topics mean or what’s involved, again, you can fill in the question section
here, we can try to answer those at the end or we’ll have a … You can send me or Brian
an email afterward and we’d be happy to go through that with you. But really, we want to just kind of give a
high-level overview on this stuff, how to utilize it, and what its uses are. Okay, with that, let’s look into the results. Wow. So there we go. About 85% of you are familiar with the concept,
but unsure how to implement. I do want to talk about that for a second. We have a couple more slides to follow up
that get deeper into what an AMP page is, but that’s kind of the sentiment we’ve been
getting with our own clients. Me and Brian talk pretty regularly and we’ve
connected on that point that people have heard this. They’ve seen it. They don’t really know if it’s for them or
actually how to implement that. With that, we’re going to get into a couple,
just little snapshots of how to implement this stuff and what are the usages. Right here, why should you care, what’s the
best of an AMP. We showed before that the BrightEdge platform
can help you identify what pages and what content Google prefers as an AMP, but really
what we want to look at is how would you actually make these? We give a small little snapshot just to show
you what AMP HTML markup looks like, but as you can see, even if you’re not familiar with
coding, it’s very, very light. Really, an AMP can be used for mostly anything. Lately, what we’ve been seeing is websites
that have an issue with mobile page speed. They’ll actually set their AMP pages as the
preferred page to rank which is something you can do. But really, the focus here is you can increase
your mobile traffic and you can build brand loyalty. What we mean by that is because AMPs can get
preferential treatment, they can populate in carousels on a mobile device, they can
populate in the organic listings alongside your actual mobile pages. You’re just increasing the likelihood of a
piece of content that you’ve put out appearing in multiple places in the search. That helps on shelf space for your brand which
increases brand trust, and then also the functionality of the AMP pages themself which we’ve mentioned
a few times. The fast load time really just says to users,
hey, this is a site that has useful information, we’re not bogged down with technical difficulties,
that sort of thing. If you have questions about the build, what
I would suggest is connecting with your development team to A, see if they know how to develop
it, and B, if it’s something that they can do. One thing I did want to mention is that a
lot of the CMS platforms that your websites are running on, you know, the big ones, WordPress,
Drupal, Magento, all have plugins and modules to enable AMPs either through your blog posts
or your articles or your product pages. Most of those CMS systems have plugins available
to automate this process. I would also say if you’re running a CDN for
anything like Facebook instant, you would also be able to implement AMPs into your CDNs
so that whenever you create a piece of content, push it live, it is pushed out as an AMP page
as well. Then just kind of as a visual but to show
you what are examples, these are a couple of examples that we’ve made here at Direct
Agents. Blog posts are an easy one. If you have a blog, you’re utilizing content
marketing, and I know everybody’s hooting and hollering about content marketing now
and I think rightfully so, I think you should definitely consider pushing out all of your
blog content as an AMP as well. It’s only going to increase the likelihood
that those posts are visible and ranking in search engine results. And then product pages. Product pages have a lot of cool functionalities. You can put your PDPs, your product display
pages, your featured products, your product category pages, they can all be set as AMPs,
and if you enable all those, on a mobile search somebody can land on a category page or a
specific product and have a limited navigation within that AMP platform. Again, because of the page load time, the
quick response, the simple design, users tend to interact really well with those. I hear you on the front where a lot of people
were hearing about accelerated mobile pages, they’re familiar with the concept, don’t really
know how to implement. I would recommend if you know what CMS platform
you’re on, you’re on one of those that I mentioned, asking your dev team if you can enable a plugin
and have it, troubleshoot that with them, or if you’re on, say, a older CMS or a custom
CMS, talking to your development team about what it would take to build those out. Now we’re going to move on to our knowledge
graph section, and I’m just going to briefly touch on those because I think most of you
are pretty familiar about the concept. A lot of brands have knowledge graphs enabled
but don’t capitalize on everything that’s available. Really, what this has to do with is if you’re
a big enough brand where you have a Wikipedia page that is accepted by Wikipedia, that is
absolutely info that you should pull into your knowledge graph, if you have that set
up properly as a brand within Google Plus, it should automatically pull in. Also, connecting your social channels, providing
your customer service line, hours of operation if it’s applicable to you, these are all things
that you can include in your knowledge graph. And just from a high level, what I would say
is take a look at your Google Plus page that’s verified for your brand. Make sure that that’s updated. Make sure that your logo is crisp and clear,
that the descriptive info that you have on there is correct, your phone number, your
location info. We’ll get into that in a bit where we kind
of talk about the local 3-pack but one of the biggest mistakes that brands make with
local info, even if you are a brick and mortar is displaying different pieces of information
about your location on different platforms. I would say for this, just make sure that
everything’s sill plate because that is very good branded traffic that you don’t want to
lose out on. With that, we’re going to go into the next
section, and I will turn it back over to Brian. Brian H.:
Perfect. Yeah, so the next micro-moment is I-want-to-go. This is really focusing on the local 3-pack
and the “near me” queries on Google. What’s interesting here is this is growing
quite a bit, and as we’re going to go through each micro-moment and kind of the potential
search engine results pages and what those dynamics might be, that’s the common theme
is these are showing up more and more places, so Google’s trying to answer your query as
quickly as possible through their algorithm. With this, it used to just be focused on hospitality,
but now it’s really expanding moreso so it’s including shopping, dining, finance, all could
be things that pop up with local 3-pack. I think a lot of times, businesses think,
“Well, this doesn’t apply to me,” but it actually does, and if it doesn’t yet, it might in the
very near future. It’s definitely something you want to think
about. It also shows up both in desktop and mobile
today. Definitely a really relevant piece that we
want to focus on here. One thing here that kind of a little bit about
BrightEdge functionalities, we’ll be able to see exactly where these local 3-packs show
up, so kind of the workflow is you could track specific keywords within a platform, figure
out where these local 3-packs show up where you guys are currently showing up for local
3-packs, and then you could actually track your location pages through the platform as
well and track those results and potentially try and grow that local 3-pack footprint on
Google. I’ll turn it back to Jonny to talk a little
bit more about the specifics here. Jonny Waite:
Thanks Brian. Yeah, and this is something that we’ve been
playing around here at Direct Agents with for awhile. The reason being is it keeps updating. As Brian mentioned in the beginning, Google’s
releasing algorithm updates, they are playing around with betas, and really, their focus
is to provide the best experience to users. For your brand, if you have locations, even
if you’re not brick and mortar, really beefing up your Google My Business Listing is something
you should do. Maps data, local three pack rankings, they’re
all directly linked to your Google My Business account. I remember back in the day, before it became
Google My Business, going into Google Local and playing around with what information was
available and then a month later, it would update, and I’d have to go back and … This
is just something that even if you’re sealed tight in this area that you’ll want to keep
an eye on and check up on pretty much monthly. Just kind of some high-level points here is
non-brand keyword association with your business is a really easy way to build brand visibility. If any of you have ever done any kind of app
store optimization, you know that just putting your brand name kind of does a disservice
to the non-brand visibility you could have. That’d be something we would definitely recommend. Click to call, obviously, local ad extensions
within your paid search, and it just increases your local presence. Even if you’re not looking to have people
come to your headquarters, if they’re looking for a brand or a service that is within your
wheelhouse and they just happen to be local, it’ll just give you an extra boost of visibility
there. It’s definitely something that we’ve gone
back and forth with clients that say, hey, we’re national or we’re international, why
would we want to be locally visible? I get that sentiment, but really comes down
to you want your brand to be as visible as possible of the most relevant queries, and
this is really one of those areas that if you’re not utilizing or you haven’t looked
at in awhile, I would definitely recommend looking at it just because it’s an easy win. When we go through our SEO audits and everything,
we always talk about low-hanging fruit, and this is definitely near the top of the list. Then outside of that … Oh, sorry. We’re going to, we’re jump to a poll real
quick before we get into some more about beefing up local listings. I just want to get everybody’s consensus on
how comfortable they are with Google My Business, the functionality of it. Again, you have an interactive screen here. Just in a level one to five, five being the
most confident. How confident are you that your Google My
Business listing is optimized? Keep in mind that it changes, and if you were
confident in it three months ago and you haven’t looked at it since, that may be something
that you want to keep in mind. I know from our end, that’s something that
we look at right away and we have to read up on every few months for our clients. Again, keep in mind that there are some areas
where you can optimize further if you just have your brand name submitted. You only have a few images displayed in your
Google My Plus, sorry, Google Plus profile that’s connected with a Google My Business,
you have a Google Plus profile but it’s not connected Google My Business, all those types
of things would qualify into your confidence in the optimization of that. So give everybody a couple of more seconds
to fill that out. Okay. All right. Majority of you said not confident. We have 8% saying very confident, 16% saying
confident, around 30% somewhat confident, and then what is Google My Business listing? Kind of on the not so confident, somewhat
confident middle ground here, and that makes sense. Google releases updates and does not tell
anybody. There’s always confusion as to we’re not a
brick and mortar business, why would we even want this? Really, what it comes down to is Google owns
the market share and uses the platforms we have to play in. Google My Business is something that local
businesses capitalize off of a lot, but some things that some of the bigger brands definitely
miss out on. Again, what we would say is if you know your
Google My Business login, just going back in there and making sure your information
is correct, if it’s not connected to a Google Plus profile, making sure that’s corrected,
connecting your AdWords with Google My Business so that location and click to call’s enabled
on your paid search. Those are all pretty easy things to do that
you can do right away, and then getting into what is the non-brand keyword that defines
your brand? Maybe something that you want to tag on to
your brand name in your listing. Google’s pretty good about updating that stuff
rather quickly. I think on the high end, they take about three
days to verify your info and display that information in search. Glad that you guys … Some of you are very
confident in that area, and I definitely get sentiment as to Google can be confusing in
this regard as to … They update this and don’t really tell anybody. One last thing, touching on to local search
is local page optimization. I’m not sure sure how the group here on the
phone, how closely you guys follow search engine updates, but as Brian said before,
they’re pretty constant. In September of 2016, Google released a update
that was, the “Possum,” and it was a pretty massive update to the local algorithm. Mobile search got hit the biggest for local
businesses. What we saw in that result is Google was trying
to shift some of the visibility from the large brands in the big cities to, you know, maybe
some businesses that are nearby but not … We’re in Manhattan but we sold some ships from search
results in Manhattan to maybe some smaller surrounding areas where they think might be
more useful for users. Just some high-level pointers here, making
sure on your local pages that you’re optimizing, and I would say the mantra here is consistency. City and state in the title tag, your header
tags, your URL, the content on your page, your description. Again, making sure your business name, phone,
and address are exactly how they are listed in your Google My Business account or any
other local aggregate you have on the web. Just making sure that that stuff is consistent
will go a long way. Really, this is not too SEO-heavy, but it’s
more or less tell people where you are. Tell people what your business is about, and
tell them where you are, and utilize the content you have on your website to do so. With that, we’re going to get into I-want-to-do,
and I will turn that back over to Brian. Brian H.:
Cool. Yeah, so the next micro-moment is I-want-to-do. Specifically, what I really want to focus
on is the Quick Answer piece to this. In case you guys aren’t aware, Quick Answers
are essentially Google trying to answer whatever your query may be within the search engine
results page. An example might be “How to Change a Tire,”
and then Google will give you the instructions on the search engine results page with the
link from where they got that content from. A couple of interesting point on it is one,
when they first came out with Quick Answers, I think it was about two years ago, it represented
about 2% of searches on Google. In other words, 2% of all queries on Google
would have a quick answer. Now, it’s representative of anywhere from
20% to 40% of all searches and growing. This is a really relevant example of kind
of a micro-moment and how it’s growing and how adapting and changing and kind of competing
for this landscape could be really meaningful. Another piece that I think is really interesting
on Quick Answers is when they first came out, a common conception was that that would cannibalize
your organic result. So Google’s answering the question, and now
that person has no need to click on that link, but what we actually found through doing some
research is quite the opposite. When you actually show up for a Quick Answer
result, you reap the benefits of a huge traffic increase. This is actually a third-party research paper
that BrightEdge came out with and released and some of the statistics we’ve seen in here
are huge traffic increases when you show up for Quick Answer result. One thing you could do within BrightEdge and
just a good strategic move overall is one, understand where you guys are currently showing
up for Quick Answers on Google, but two, it might be really interesting to understand
where your competitors are showing up for Quick Answers, and then writing content to
compete for that landscape, knowing that if you win that landscape and that organic kind
of real estate, that you’re going to reap the benefits of a huge traffic and revenue
increase, potentially, from ranking for Quick Answer. I’m going to pass it back to Jonny here to
do a little bit of a deeper diver. I think there’s a poll question first. Jonny Waite:
Yeah, thanks Brian. We’re going to go into our next poll. Again, we want to get an assessment of everybody’s
comfort level with Quick Answers. Four options here. “Great, we’re already doing Quick Answers. We’re ranking for a lot,” or “We’re writing
for Quick Answers. We haven’t seen a huge uptick or haven’t seen
an uptick at all.” Third is “We’re planning to, but we’re unsure
how to write for these,” or the last one, “No idea where to start” or “Never heard of
Quick Answers.” Again, take a minute. Submit your answer. Quick Answers is something that, I think,
most people are still trying to understand. After the poll, we’re going to get into the
different types of Quick Answers and, spoiler alert, there is one that Google prefers over
the other. Okay. Let’s see what our results are. Okay. This is what I thought. We have seen this a lot, and over the last
year and a half, we have increased our SEO engagement with our clients to get into content
marketing, and this has become a huge topic of discussion. Quick Answers is something that I think people
just started randomly seeing and unsure what they were. I talked to people who thought they were there
the whole time. But as Brian said, had more become more and
more of a search base. 2% was a very, very small share, and now it
times up to 40%. Really, what it comes down to is your brand,
what you represent, and then what your brand can answer. That’s really why Quick Answers exist is,
does your brand answer a question or does it solve a problem that people would want
to see right away? It’s that micro-moment of I want an answer
right away or I want a video tutorial on how to do something. If your brand happens to fit that query or
answer that question, that’s where you can really get into visibility with micro-moments. I’m going to get into a couple of things about
micro-moments, just how do you approach these, what to focus on, and if you have a content
team and you’re utilize your SEO team to lead your content strategy, what your brand should
be focusing on and really where the wins are. We look at … This is, again, this is a screenshot
from BrightEdge. We can actually identify via your keyword
groups what the potential is for your Quick Answers. Within that platform, we can see universal
results, we can see what your brand is regnant for. When we begin an SEO engagement, one of the
first things we do is do a keyword research and then bucket those keywords into categories
so that we can target the site and content silos. Being at the BrightEdge platform, what we
can do is take those content silos and the keywords contained therein and see what the
potential is to rank for Quick Answers. Something I wanted to point out here, if you
look at this top bullet point, 82% of Quick Answers populate in paragraph format. So 82% of the time when a search populates
for a Quick Answer, it’s just going to show up as a 40 to 60 word paragraph. A little over 10% show up for lists, and that
is something I think in the beginning a lot of the SEOs targeted and then quickly realized
that is not where a majority of the market share is. And then 7.3% for tables, and tables is a
bit more difficult to rank for. That tends to a lot .govs, a lot of .edus,
kind of on that space. Really where the wins are are within the paragraph
format. What we like to do within a content marketing
program is when we decide on the amount of content we’re going to put out, what we’re
going to target, we reserve a nice little section of that for blog posts specifically
catered for quick answers. The biggest thing there is making sure that
your content is useful to answer whatever question you’re asking or whatever users are
asking. Don’t force it. If you can answer the question very easily,
go for it. If you can’t, pick something else. The Quick Answers rely on something we call
“power phrases.” Just very simply put, it’s the “How-tos,”
“What is,” “Best ways,” “Top 10.” When you’re picking, you’re targeting, you
look at your keywords, you look at how many people search it per month, you may look at
your PPC data to see if that keyword is a converter, and then you want to do some research
to see is there a long-tail version of that keyword that we’re targeting that populates
a quick answer, and that’s when you get into these power phrases. In a given example here, “What’s the Best
Way to Shampoo for Curly Hair?” You’re answering a very simple question. If you look at the result there, it’s really
talking about the best way to wash your curly hair, and a supplier answered that question
with their own product which is generally how it goes. What we found through studies of our own,
through other case studies is that within targeting these Quick Answers, the best way
to do it is A, target what keywords you’re going to be focusing on on that blog post,
make sure that the content is useful to your reader and then identify the power phrase
that ranks. See who you competitor is, see if you’re within
your competitor’s set. If you are just starting up, you maybe don’t
want to go up against Apple.com or something like that. Then write the question in your content and
then write a 40 to 50 word paragraph that answers it and look at what keywords your
competitors are using that populate for the Quick Answer. There’s no problem in conquesting in that
way. Then the last piece of this, and this is one
of the first things that we do when we get into management of the site’s blog or building
out something is how are you structuring everything? It’s great to have a blog. It’s great to have an outlet for fresh content,
but is it organized? Do you segment out your content so that you
have silos you can look in your blog, and then will your Quick Answer content cater
to those silos? That’s really how you build visibility and
breadth over time, is focusing on a subject and really continuing to generate content
that your brand may have expertise in or is real time, and you can fluctuate between the
two, but I would say one of the biggest pieces of outside of the actual writing and identifying
the power phrases and knowing where to place each paragraph is just how is this categorized,
how does it fit into your brand image and your brand voice and then how is it going
to help people. Have you put out more than one piece of content
that fits into a content silo that you’ve created that can complement that and just
keep rolling that way and really look at what works, what doesn’t, and play off your strengths. With that, I’m going to hand it back over
to Brian. He’s going to touch on the last piece here,
and then we’re going to wrap things up about what you should focus on as an overall strategy
and then we’ll get into Q&A. So, Brian? Brian H.:
Cool. Thanks Jonny. This last micro-moment is the I-want-to-buy
micro-moment. When Google identifies queries as you’re about
to actually make a purchase, they’re serving up ads, and they’ve done that in the past,
but it used to be kind of on the right side of the search engine results page which didn’t
… It really impact the organic listings. However, in February of 2006, the ads were
moved to the top of the organic results page and pushing all of the organic listings down. This is an example, on this slide, you can
see in yellow, those are four ads that are served up, and the first organic listing is
Office Depot in this example which is pointed out there by the organic listings mark there
on the slide. As you could imagine, that’s going to dramatically
impact the the click-through and conversion rates, the click-through rates and the conversion
rates here because it’s getting pushed all the way down. Because of that particular micro-moment, these
ads are taking precedent. It’s definitely a dynamic to pay close attention
to, and we’ll talk about how BrightEdge ties in as well as a couple of other pieces here
in the next two or three slides. I’ll turn it back to Jonny and then I’ll show
you another last piece at the end. Jonny Waite:
Excellent. Really, what we want to look at is how do
we identify these micro-moments because I think for a lot of people, they’re aware that
they exist, they’re aware that … Either accidentally, their brand is ranking for them
or they’ve been trying and some pieces of content populate for these micro-moment queries
and others don’t, and you’re not sure why. At Direct Agents, we tend to really leverage
the BrightEdge platform for that very reason is it does a very good job at easily identifying
where you are populating for micro-moments, where the potential is, and how your competitive
set is doing in comparison to you with these. We look at those, we call them universal results. If any of you on the line have received a
report from me, in the keyword section, you see blended rank, and what blended rank is
is that in a classic rank, you have paid search and then you have 10 organic listings and
then you have page two. But if you’ve really looked at the evolution
of the Google search results over the last, I would say, five years, that’s really transformed,
especially with the rise of mobile search. Those listings, it’s very rare that you come
across a search page on Google or Bing that doesn’t populate some sort of image or some
sort of video or a carousel or a Twitter feed or top stories. Really, what we’re utilizing the BrightEdge
platform to do is identify those areas because oftentimes, they have higher click-through
rates. Users click on the thing that’s … Very simple
way of putting it, the most fun. It’s the most interactive. It’s the most visual. In some regards with the Quick Answers things
with the AMP pages, a lot of those we call rank zero because they populate above everything
else. We use our keyword tool in BrightEdge to identify
what are your keywords that you rank for was universal results. If you look at the screenshot, you have a
light gray and a dark green. The dark green is your universal presence
and the light gray is your potential. That is really where we want to shift that,
where your potential is equal or less than your actual presence. We can identify it was different moments within
the BrightEdge platform to really capitalize on the keyword groups that are performing
well, and if they are, can we mimic that to our other keyword groups? Or like Brian said before, to see how our
competitive set is doing and to mimic some of their strategy or take their strategy and
do it better and then grow out from there. With that, we’re going to get into one more
thing, just kind of wrapping up why you should care about micro-moments, what they mean to
your brand visibility, and that’s just that more people are going to visit your site. There’s, on average, a 69% increase in click-through
rate in organic above the fold results versus those below. That has changed a lot over the years. What we say above the fold is the page before
you scroll down. That varies greatly from desktop to mobile,
obviously, but this increase of universal results, of Quick Answers, of AMP carousels,
of top news stories, the knowledge graph, local results shifting, paid ad extensions,
paid ads populating in four packs, all of this affects what the top fold looks like. Really, our goal is not to say hey, we got
you to page one or we got into rank one, but to say hey, because you’re in rank one, you
have an increase of click-through rate and you have expanded traffic. It’s more relevant, qualified traffic, and
whatever your KPI is, whether that be contact, revenue, transactions, things like that, that’s
really what we’re focused on in SEO. I think that has become uncovered over the
last few years. I remember when I started in SEO, that was
more of a misnomer. They thought we were keyword stuffers and
we just were concerned with rankings, but really what we’re concerned with is are we
getting more qualified users to your site, are they finding your content useful, and
are they either engaging with your brand or making a purchase as a result of the content
that you put out there? Here, it’s pretty drastic and it’s meant to
be that above the fold is really where you want to be, and the way to focus on that is
use micro-moments and capitalizing on these universal results. With that, I’m going to turn it back over
to Brian. He’s going to just kind of cap everything
off with how you look at everything and really what you need to do from a high level, and
then we’ll get into our Q&A section. Brian H.:
Perfect, thanks Jonny. Yeah, I actually clicked the slide by accident,
but it worked out perfectly. This is really tying together exactly what
Jonny was talking about is, well what does the search engine results page landscape actually
look like? This is a kind of a rough example of a report
you could get from BrightEdge where you can see if the keywords that you’re tracking within
the platform, if there are opportunities to be above the fold or not. So you’ll kind of have an idea of is there
a four pack of ads pushing down the organic listings below the fold? If so, I may need to change my strategy and
I may want to partner with my PPC team to include them in that particular query or grouping
of queries because I know that they’re all getting pushed below the fold. I may have a strategy around, I know that
we’re above the fold for these queries, and I know that we’re also ranking number one
or number two or we’re doing a really good job, so I may want to actually set some alerts
around that to make sure that I’m maintaining our position there. Really, the overlining theme to wrap up and
then we can get into the questions is to really just understand as the search engine results
pages are changing constantly with Google’s algorithm changes, it’s vitally important
to understand those changes and understand how your organic footprint has been impacted
by these changes. That’s really where a company like Direct
Agents and Jonny and his team can help and where a platform like BrightEdge could really
help from a visibility and a strategy standpoint, and that’s what we do. Jonny and I work on a lot together. With that, I guess we’ll jump into questions. Jonny, maybe it makes sense for me to, I’ll
read out the questions and you could answer them? Would that work? Jonny Waite:
Yeah. That works. Before we get into that, we have about 10
minutes left. I’m pulling up this last slide to everybody
can see. If you didn’t have the time or you think of
a question later, we want to make sure that you guys have the availability to reach out
to myself or Brian at any time. Even if we don’t get to your question now,
we’re going to do our very best to get to all the questions, or if you have a question
that you didn’t ask during the webinar, feel free to reach out to us then. With that, we’ll get into the Q&A. Brian, I think that’s a good idea if you want
to read them out to me and I’ll do my best to answer them. Brian H.:
All right. Perfect. The first question is “Why does Google’s algorithm
change so often?” Jonny Waite:
That’s a great question. That is something that we’ve been trying to
uncover for awhile. Google’s mantra has always been to mimic the
user. We’ve seen that through the years where we
call it the Wild West of SEOs and it kind of gave us a bad name where you had guys who
made these businesses off of creating websites that offered no value to users and they would
rank high. If any of you are like me, and please don’t
report me, I downloaded music back in the day or streamed movies. You’ll notice that over the last few years,
if you search for services like that, they’re almost nowhere to be found. That’s due to ranking algorithm updates. What Google’s trying to do is provide the
best results in real time for people. The reason that we’re seeing updates where
top news stories are populating, why they’re slamming down on backlink schemes, things
like that, or even just simple updates where they say, “Hey, our latest big algorithm update
was something called Fred,” and it was very simple. Their answer was “We’ve had this in our webmaster
guidelines for years.” They’re really just trying to provide the
best experience for users. We’ve seen promotions for secure sites. They don’t want people’s information to get
stolen. We’ve seen them promote mobile because they’ve
seen the mobile usage has gone up and Google’s understanding was if their usage is going
up, we should roll with that. Really, it’s kind of been a shift in, for
all of you in marketing have seen, less what you’re trying to say as a brand and more saying
what people want to hear. Google’s been trying to cater to that need
for awhile, from a technical standpoint, from a content standpoint, they are continuously
updating it. They’re not perfect. They test things. They see what works. They see what doesn’t. With all these updates, they’ve had another
100 set of things that they’ve rolled out that they’ve taken back because it didn’t
work or people didn’t want it. But really, the simple answer is they’re trying
to mimic user experience and do that through machine learning. Brian H.:
Perfect. Next question here for you, Jonny, “I heard
that AMP traffic cannot be tracked via Google Analytics. Is this true?” Jonny Waite:
It is not true. It’s true in the sense of you won’t see that
traffic populate in your existing view. What we do is we set a different tracking
code specifically for AMP pages. Google is still trying to figure out a good
way to show that kind of traffic without it being a referral. Right now, if you’re caching your accelerated
mobile pages through Google which you can do, when you go into that AMP page, you actually
won’t see your domain name, you’ll see an extension of that AMP. They’re still trying to work out how to track
that traffic so that the AMP traffic and metrics are displayed in your website view. There is a workaround for that, and that is
creating a tracking code specifically for your AMP pages. The way that the URL displayed for those pages
is simply the URL that you have on your site /amp or /?amp. So it’s not much different, but the answer
to that is to create a separate view and a separate tracking code for your AMP pages. Brian H.:
Perfect. Next question. “What is the most common SEO practice committed
that companies do that really just hurts their rankings?” Jonny Waite:
That is a good one. I would say I wouldn’t … I don’t know if
I want to get into what that would hurt their rankings. There’s a couple things. I’m going to list them off very briefly. Sometimes, it … We have studies that we’ve
done, a lot of different businesses have done on what is the trend for a really well-ranking
page. The answer to that’s very simple. It’s content. On average, page one results have over 2,000
words of content on the page, and then a majority of pages that rank on page one are over a
year old. The pages that do rank on page one before
one year, which is rare, are six months old. I would say content length, targeting, making
sure it’s useful, and then if you make an evergreen page, put it up there, and unless
you have to make some minor optimization tweaks, leave it alone, unless it’s severely underperforming,
then go back to the drawing board. But generally speaking, brands are afraid
to put too much content on their page. They aren’t paying … In our discussion of
above the fold, that also applies to your own website. People will bounce if they come to your site
and the first thing they see is a large image with no explanation of what that page is,
or you’re on a product page and then you have to scroll down to the bottom to buy. Those are all things to pay attention to and
really, I would say, don’t be afraid to have a content-heavy page. Work with your design team to make sure that
it fits in there nicely, but especially on the mobile experience, people are more willing
to scroll so if there’s a lot of content on there, people will scroll more than they would
on their desktop. That’s what we’ve seen. We try to base all of our … We try not to
make too many assumptions and try to base all of these things off of data that we’ve
seen, and what we know is that the more content, the better. Two thousand … Obviously there are a myriad
of other factors, backlinks, internal links, user engagement, all that kind of stuff, but
if you were just taking a new evergreen page and saying, “How would I make this rank well?” Make sure you know who you’re targeting is,
make sure that it’s not buried in your URL structure, and make sure that … I would
say the minimum, there’s 1,500 words on that page. Brian H.:
Okay, great. Looks like we have maybe time for one or two
more questions. This one just came in. “What’s the best approach when you definitely
don’t want to send people to your offices? The examples, you don’t have a brick and mortar
type of business.” Jonny Waite:
Sure. Actually within the Google My Business, you
can set your business as a service as opposed to a brick and mortar. There’s actually an option for that. I would work with your web team. If you don’t have your login or you need a
new one, it’s very easy to claim that. Just go in there and see how it’s set up. If it’s set up as a local brick and mortar,
then yeah, people may look up your location, but if not, you can set it up as a headquarters,
and then it will populate. Like the example I gave, that’s a knowledge
graph, but map results can show up similarly. Brian H.:
Perfect. Yeah, I think that pretty much wraps it up. There were a couple of questions about, I
think coming from BrightEdge clients that were asking about where can I get a report
or can I look at AMP. Definitely reach out to your client services
manager or feel free to email myself. I think somebody asked about a specific slide
as well, so feel free to email Jonny, email myself. We’re more than happy to send over any resources
that you guys need and answer any follow-up questions that you have. Jonny Waite:
Excellent. And just to wrap things up in that vein, Brian
and myself working in conjunction so if there are questions that involve the BrightEdge
platform, feel free to reach out to your client services. If you’re not a BrightEdge customer, you can
reach out to BrightEdge directly or you can reach out to me as one of the benefits of
that. We get … We’re aware that there are other
platforms out there. We go through that a lot, so we’re happy to
answer those questions. Like Brian said, if there’s any questions
on the content or any follow ups or if you’re in need of SEO work or you want to utilize
BrightEdge, our phone numbers, our emails are there, just feel free to reach out.

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