Digital publishes the results of a study on the presence of enriched results in Google’s SERPs. As the graph above shows, the frequency of appearance of rich results has exploded in 2019. Carousels, especially those that Denmark WhatsApp Number List a series of images to the Internet user, are the primary culprits of this increase in rich results on Google. The list of results obtained on Google was only made up of text a few years ago (blue links): the search engine is giving more and more space to visual results. On the other hand, we notice a relative stability of featured snippets. The latter are still as volatile, but the overall frequency of appearance of featured snippets in position zero is practically the same in 2019 as in 2018. The authors of the study notice a peculiarity: they are more often visible on desktop than on mobile.

With the exception of featured snippets, rich results seem more common on mobile than on desktop. Overall, the fact that enriched results are more and more frequent on Google will gradually call into question the very notion of positioning. Being in position # 1 on a query makes less and less sense when our competitors trust position 0 and other Google visual devices. One thing is certain: structuring your data well and making your pages more visual are two good ideas to continue to obtain good natural results on Google. Prepare your Google Merchant Center feed the day before, check that your prices are correctly integrated. Update the feed a little before midnight, so your on-site rates and your feed will be well aligned and you won’t have a validation problem with Google.

More and more image carousels on Google

Schedule a more regular feed update than usual so that Google Shopping can manage your stockouts as best as possible and not spend unnecessary budget. Display campaigns For Black Friday on your SEA campaigns, forget about traditional communication. Pause the different campaigns and take a look at those strategies. Create a new audience that will only match your visitors today. On this audience you can set very aggressive bids in order to have hot retargeting and good marketing pressure. Lower the bids on the retargeting campaigns of your older visitors. Use simple, non-dynamic banners that are impactful enough to stand out in the midst of the content that will compete on that particular day. Forget about Dynamic Ads. NB: you can refine the strategy by creating different Black Friday audiences: dropouts, visitors from specific categories…. You just have to repeat the same procedure.

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And after Black Friday? Once the Black Friday fever is over, consider re-establishing your Google Ads account to get back to a standard operating regime. Lower all your bids by retargeting for a few days: it is unlikely that visitors interested in the Black Friday period will decide to convert in the following days. Pause the Black Friday ads (keep them aside, you will use them for the following year). Reactivate the “Fil Rouge” labeled campaigns. Reactivate smart campaigns or smart bidding where you had good performance and re-import the auctions from the extract file you created (see point 1). Do not hesitate to lower your bid levels overall for a few days, even compared to a standard period: the days following Black Friday are not very conducive to business.

The frequency of featured snippets remains stable

There you have a complete action plan, do the most you can, use AdWords tools like SEISO or have an agency accompany you if necessary. Most importantly, don’t let your everyday campaigns run on a day like Black Friday – it’s the best way to waste money without converting. If you are looking to reference your site with the keyword “car without a license”, you will therefore have every interest in creating a cluster of content answering these types of questions: “How to drain a car without a license”; “At what age can you drive a car without a license”; “Why unlicensed cars are expensive”… Depending on the final page volume desired, the list of topics is done pretty well by hand, alone or by brainstorming, but if you’re lacking in imagination, a tool like Answer the public is a great option to tackle the syndrome. the blank page.

If you plan to publish many SEO pages to answer questions from internet users, you will need to think about prioritizing your content according to the broad types of frequently requested requests from users. An SEO FAQ as a semantic cocoon If you prioritize your content and mesh content correctly, your FAQ will look like a semantic cocoon, and the technique has already proven its worth. As a reminder, the semantic cocoon is a set of content pages (written, audio, visual, video, etc.) around the same theme. The links between these pages will increase the visibility of each page and therefore, of its overall theme. It is an effective way to make it readable by search engines on an expertise and to invite the user to navigate from page to page to complete his search for information on a subject (provided that the content is up to the task).

 

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