Battling for position zero in a mobile-only world

@fernandomaciawww.smxl.it #SMXLmilan
13-14-15, NOVEMBER 2017
Battling for
position zero
in a mobile-
only world Fernando Maciá
CEO Human Level Communications
(Spain)

Fernando Maciá Domene
@fernandomacia
Founder and director of
Human Level Communications
Alicante - Madrid
(SPAIN)

Being #1
is great!

But being #0 is
even better!!

#0 + #1 is a great advantage on desktop SERPs
of desktop
above-the-fold
real estate
#0
+#1
20%

#0 + #1 is even better on tablet SERPs!!
#0
+#1
50%
of tablet above-
the-fold real
estate

#On mobile SERPs, #0 +#1 is simply awesome!!!
#0
+#1
90%
of mobile above-
the-fold real
estate

On voice search, it means you are the ONE and ONLY result.
Now, that is a huge difference!!!
#0
+#1
100%of mobile above-the-fold
real estate, plus…
100%of users’ attention

Google voice searches in 2016 over 2008
of all searches will be voice searches by 2020
35x
40% of adults use voice search once per day
25% of 16-24s use voice search on mobile
50%
of people using voice search have started the
last year60%
Comscore, Search Engine Watch, Global Web Index, MindMeld

You get #0 when…
You’re simply
the BEST
Yeah, right. But…

đ
…what does it take to be the best:
Find the right
keywords
Give the best
answers
Choose the right
format
Offer the best UX
Try, measure and propagate

Find the right keywords: customer journey
find informational queries with possible
direct answers along the customer
journey

Find the right keywords: customer journey
#1 hint: focus on keywords in the middle of the customer journey
#2 hint: find queries that start with what, where, who, which, how…
#3 hint: find queries that might return a list of elements or a series of
steps to accomplish something

Find the right keywords: keywordtool.io
filter queries
with
• “what”
• “when”
• “how”
• “how much”
and other
patterns which
might have a
direct answer
(eg.
definitions,
Q&A…)

Find the right keywords: answerthepublic.com

Find the right keywords: where are your
competitors getting FS? Find out with SEMRush!

Find the right keywords: where are your
competitors getting FS? Find out with Sistrix!

Find the right keywords: where is Google more prone
to displaying FS? Find out with Moz Analytics!
“Google is
showing more
and more FS”
Eric Enge

Give the best answers: do you have the right
content? Find out with Google Search Console!
filter queries
with
• “what”
• “when”
• “how”
• “how much”
and other
patterns which
might have a
direct answer
(eg. definitions,
Q&A…)

Give the best answers: do you have the right
content? Find out with Google Search Console!
then find
which pages
are displayed
on the SERPs
for these
informational
queries
check average
position and
CTR

Optimize your content
Do you have the right content?
Optimize it!!!

Don’t use
general to
specific
structure for
your content
Define the main
idea first. Then,
develop the
arguments that
support it

Optimize your content for FS
#0 + #1 positions
Text-type FS
Direct answer for voice-
search
No image
#0 position
Text-type FS
search
Image from different
domain
#0 + #1 positions
Text-type FS
search
Image from same domain

Optimize your content for engagement
Lists with more than 8
items display an
inviting “More
elements…” link
Lists of ingredients as
FS instead of preparing
steps yield far more
clicks
Text-type FS exceeding
55-58 words may
include an ellipsis that
invites to click

Optimize your content for user experience
Audit with LightHouse to check the downloading
speed as perceived by users

Don’t have the content? Then…
Create it!!!

Create the perfect content for your industry
Targeted KW Content type Coding format Targeted FS
definitions, what
is… queries
glossary,
informational
content, blog,
FAQ
Text+image
content, posts
Text-type FS,
voice-search FS
conversion
rate
optimization
<h1>Conversion Rate
Optimization</h1>
<p>El <strong>CRO</
strong> (Conversion
Rate Optimization,
………………
ratio de conversión
de un sitio Web.</p>
<img src="https://
www.humanlevel.com
/wp-content/uploads/
landingpage-1024x57
6.jpg" alt=“landing
page">

Steps, ways to…
advice on.., how
to… queries
Tutorials, help
section, video
guides, step-by-
step guides
Video content,
ordered and
unordered lists,
structured data
List-type FS
risotto
vegetables
thermomix
<h2>Ingredientes para Risotto
de verduras</h2>
<ul>
<li
itemprop="recipeIngredie
nt"> Media cebolla </li>
<li
nt"> Una zanahoria </li>
……………………………
<li
nt"> 20 gramos de
mantequilla </li>
</ul>

Choose the right format: paragraph tag for text-
type FS if you want to target voice-search
<h2>Preparación</h2>
<p>Ingredientes</p>
<p>Ingredientes para 10
personas: 1 kg. de arroz, 2
kg. de carne de pollo, 1 kg.
de conejo, 300 gr. de tomate,
……………………………..
una ramita de romero
(optativo), 6 g. de pimentón,
sal y 3,5 l. de agua.</p>

list of sorted results:
most populated
cities of…, prices of
Ferrari models…
Product
specifications,
price lists,
characteristics
Table, ordered
lists, structured
data
Table-type FS
best tennis
players
<h1>2017 Tenis Masculino
Rankings ATP</h1>
<table>
<tr>
<td colspan=5>Ránkings
Singles Hombres</td>
</tr>
<tr>
<td>1</td>
<td>Rafael Nadal</td>
<td><img src="http://
a.espncdn.com/i/flags/
20x13/esp.gif" /></td>
<td><img src="http://
a.espncdn.com/i/arrows/
neutral.gif" />0</td>
<td>10645</td>
</tr>
………………………….
<table>

Wrapping up: how to create the perfect content to
get FS in your industry
definitions, what
is… queries
glossary,
informational
content, blog,
FAQ
Text+image Text-type FS,
voice-search FS
Step-by-step,
advice on.., how
to… queries
Tutorials, help
section, step-by-
step guides
Ordered and
unordered lists +
image
List-type FS
list of sorted
results: most
populated cities
of…, prices of
Ferrari models…
Product
specifications,
price lists,
characteristics
Table, ordered
lists Table-type FS

Remember…
1. Try to include direct answers to your target queries
first. Then, develop your content
2. Use structured data mark up whenever possible
although it is not strictly required
3. Most text-type FS are 30-58 words long (ideal 45-48)
4. To target voice-searches, try to get text-type FS
5. If you want to force a final “ellipsis”, then you can
try to make your paragraph longer than 60 words or
your list longer than 8 elements for increased CTR
6. Provide an excellent user experience

Check where you are succeeding and where you
are not
Check what
works best
in your
industry/for
you

Try, monitor, succeed and propagate
Try, succeed,
propagate and… Enjoy!

Fernando Maciá Domene
@fernandomacia
Founder and director of
Human Level Communications

Battling for position zero in a mobile-only world

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Battling for position zero in a mobile-only world