In 2012, the launch of the knowledge graph, the Google knowledge base and the exponential evolution of the use of mobile search engines naturally led Google to adapt. How? 'Or' What ?
The answer to a voice search in Google is simple: featured snippets, text extracts in “google search”… as well as results coupled with its other applications: Android and the application of applications via “Play”, Youtube and the suggestion of videos, Maps and search elements ...
Today what interests us particularly is to know and understand what these optimized extracts are as well as their interest for e-commerce.
What interest do e-commerce sites have in adapting to this format and aiming for ranking # 0?
Mobile optimized extract
It is possible to appear 30,000 times a month in position 0 of the Google search results ! How to do ? Why is this content relevant to these results? What is the knowledge graph, position 0 and People Also Ask (PAA)?
For Wikipedia, which now appears very often in the knowledge graph, nothing has changed in their content. Wouldn't it be Google, which from a simple search engine to become an answer engine?
Do you also want to know the steps to follow to position your pages in the first results of Google's SERPs ? You will know all the answers to get there but above all you will understand the evolutions of Google . This search engine now takes into account voice and conversational search . With Google, the future is now!
1- Ranking #0 : Position 0, PAA – People Also Ask…
This evolution of Google is a revolution in the Google SERPs because it improves the user experience (UX) and transforms it into a response engine, a way for him to launch his “brain” and enter the era of conversational searches.
a- What is Ranking # 0?
Google has different kinds of boxes that you might confuse with featured snippets. Also, let's find out how to recognize them among other types.
What are PAA - People Also Asked, the “other questions asked”?
The “People Also Ask” literally means “Other Questions Asked”. These are the questions that Internet users frequently seek. This is a drop-down list that suggests questions and topics from the same semantic field as the keywords written on the search bar.
Google is an artificial brain which today exceeds the human brain? No, it's still a child who stammers… but machine learning, his learning system, allows him to test and learn constantly. He is able to suggest other questions likely to interest his visitor. The principle is simple: a question leads to an answer which in turn brings up other questions as in a conversation.
Google's main goal: to satisfy this human desire to always be better informed than yesterday in order to be able to survive through the years.
How to appear in position 0 or in the list of “other questions asked? “?
b - What is position 0 or Featured Snippets?
Featured snippets is the exact and concise answer that appears at the very top just below the search bar. According to its French translation, it is the most popular summary (according to Google's algorithms) which deserves to be displayed at the top of the top results.
It is the most relevant and concise content that is put forward!
The site that gets the 0 position is often not in the top 3 on the first page of Google results. It is sometimes positioned from the 4th position. Its content is presented in several forms: image, text, table which is presented in the form that this engine considers best according to previous user experiences.
This small insert can however be a box containing the mixture from 2 different sites. It displays for example the definition of a subject in the wikipedia site added to an image coming from the anthedesign site.
This layer of Google's algorithm has only one objective: for the Internet user to quickly and directly receive all the response he has come for. This also means sometimes, no traffic on the site!
c - Position 0: "quick answers": simple or in table
To respond to a better User - UX experience, Google has proposed "quick answers". These are carousels that quickly respond to the problem posed on the search bar. Its maximum word count is 46 words.
The quick answers can also be represented in the form of tables. For example, let's type “Champions league ranking” on the bar. Google has understood over time that football fans want to have precise answers instantly in the form of a table.
d - The onebox in position 0
The Onebox format at position 0 is a small insert with very short different information.
The difference between the quick answer and the onebox is that the latter only contains ten words. Consider the following example:
Onebox is a smaller insert than the quick answer. It goes straight to the concise answer to the question:
What time is it right now in New York?
Reaching ranking 0 has its many advantages, namely:
· Better visibility on the web, especially on mobile devices. Its screen being quite small, the mobile user is often not inclined to read long sentences.
. Your site must absolutely be mobile-friendly to be able to appear in position 0.
And often, but not always, better traffic
· But also to be more visible. Especially when the content is developed in the form of a semantic cocoon
e - The knowledge graph, or Knowledge Base
The knowledge graph is a subject that deserves to be fully developed because it is a major evolution of Google in recent years.
2012, the year of its launch, is a pivotal year in the evolution of Google SEO practices.
The principle is simple, this “ knowledge base” is a huge database containing semantic information from various sources.
This tool provides structured and detailed information centered on the subject of the research , in addition to the list of hyperlinks to other sites. The goal is to allow users to resolve their query without having to navigate to other sites to access critical information. Excerpt from Wikipedia
Relevant and trustworthy background
Only information from trusted sites is displayed. We therefore frequently find Wikipedia, CIA World Factbook , Freebase (Acquired, then abandoned by Google 5 years later. Its information is entered in the wikidata …)
Another interesting piece of information about the “knowledge graph”: Google adopted so that Do It Yourself topics like “how to make a cabin” are better appreciated in the form of videos.
A consequence of Google's machine learning which demonstrates its ability to adapt to the wishes of Internet users.
2 E-commerce: why obtain 0 positions and “optimized extracts”?
SEO strategies can be complex to implement but fundamentally it's pretty straightforward. We build content and / or develop its popularity.
Growing popularity is often secondary and building new content is often the solution . Why ? We always need to provide information to customers and prospects as well as to feed our editorial line ...
Coupling informational content with commercial content is the first way to develop the attractiveness of your site in Google!
Example in “Tourism and E-commerce” on the query “Voyage Tahiti”:
A service provider has been a specialist in Tahiti travel for 40 years with a catalog of nearly thirty products / circuit and an almost infinite set of combinations for tailor-made tours. Is that enough to be in the top 10? Yes. To be in the top 3: no!
What we will find in the SERPs:
1 and 2: travel discounters, two important brands
3: an influencer located in Tahiti who has deployed a superb travel guide to Tahiti: text + photos
4: a local agency that has deployed a travel guide
5: Tahiti tourist office
6: Us. The Parisian travel agency….
What should be done to gain authority and qualified traffic on the whole theme of “travel to Tahiti”: deploy a travel guide to Tahiti that answers these two questions: When to go? What to do ?
Deploying relevant content for your Internet users with informational pages will allow you to be more visible and to establish your leadership in your market!
What is changing on mobile?
Mobile is a major technical constraint for internet and e-commerce sites, but enormous opportunities for Google and its developments. Why ? Quite simply because we, users, have a blind trust in our mobile when in reality, it provides a lot of details about our private life that on computer we would have hidden:
2 permanent connection to your personal account
3 Google operating system: android which has access to all of our data and “customizations”
4 Google products integrated and inseparable from the operating system
“Privacy could actually be an anomaly. »Vince Cerf - Internet Evangelist at Google by NouvelObs
You understood it, your cell phone knows everything about you, what does that change then?
Google's SERPs are often different on mobile than on desktop
Why ? Access to your account, but above all to your search history, to your location means that your results on mobile are not exactly the same on computer as on mobile.
Google, a friend who wants you well
Concretely, how does this translate?
- search history : google shows you the sites you have visited. This is very useful if you bought something from a store whose name you forgot.
- geolocation : no need to indicate that you are in Paris, enter locksmith and google maps will be displayed
- android : does it provide data to Google Search? We can doubt it for the moment but some specialists in Facebook Ads agree that the Facebook application “listens” to our conversations and offers us advertisements based on them.
3- How to get 0 positions?
a - Relevant, short and concise content
Google continues to be very stingy with information on its developments and ranking factors, but SEO professionals are making assumptions and experimenting with different techniques in order to guide us towards this famous 0 position.
This basic information, translated here in English from Google itself, helps you understand the basics:
“Google's mission is to organize all the information in the whole universe and make it more accessible and easier to use. "
All efforts for optimal SEO should therefore be focused on helping Internet users to find the problem they are looking for as quickly as possible.
Google's raison d'être is to respond effectively to searches. It's up to you to develop the content that will be appreciated by your audience. Create content that meets the needs and intentions of your target.
Help your customers quickly find an answer to their needs.
By applying this method, Google may be selecting some of your content for the top spot in the SERPs.
c - The google files to appropriate: MyBusiness and the others….
The first product to learn is Google My Business . Google My Business is a free, easy-to-use tool that allows businesses and organizations to manage their online presence on Google, including search and maps. If you check and edit your business information, you can both help customers find your business and tell them your story.
There are “Google products” linked to ranking # 0 that can be taken over with a single click. As here for our client Diane Ducret:
Good content isn't everything. The real secret to achieving this is the SXO, which consists of properly segmenting your information according to customer types. This approach is essential for good SEO performance today.
Why ? For example, in real estate, to sell a new apartment, we do not have the same discourse towards
a first-time buyer
a second acceding
a person who makes a first investment
a seasoned investor
on the internet, it's the same.
The important thing is not to have a page for everyone the same, but the right information for the right person!
b- Certain technical performances
This content must be complete and precise. Your page content must therefore correspond in substance and in form to what corresponds to the expectations of the Internet user. The technical performance must be flawless and the technical optimizations related to the rich snippet taken from schema.org help to achieve goal # 0.
c - What tools to use to determine the questions asked?
It is important to find the semantic links between several subjects. Thus, by answering all the questions that Internet users might ask, you will have a good chance of being more visible than your competitors in Google.
· When you think about it, the rules for ranking 0 are pretty much the same as for classic SEO: excellent content, good popularity, an ergonomic site. Well-structured content will help Google better understand your pages to make them appear in the # 0 ranking.
b- Respond to 5W to reach position 0
There are tens of millions of sites, channels, and blogs around the world. However, Google only chooses a few that are worth being in the spotlight in position 0. The engagement rate of your visitors must be maximized and your semantic fields must be rich and varied.
Google actually refers mainly to the semantic field of the subject typed on the search bar . He seeks to understand the 5W which interest the Internet user.
Who: that is to say the who,
What: the what of the keywords typed.
Where: where, places of which it is subject,
Why: the how and why of events.
By answering these fundamental questions, your site asserts its authority and its deep understanding of the topic that the Internet user is looking for.
To respond favorably to all these criteria, Google makes Google Keyword Planner available to all, but there are more efficient third-party tools. However, you can use other tools like Yoast SEO, Ubersuggest, etc.
Did you also notice that DIY (Do it Yourself), health-related topics and recipes are always presented on position 0 in the form of videos? The ultimate answer is actually:
'' Is my content useful for all my prospects and therefore also for Google? ''
Answer this question in the most appropriate form and you will help your pages become Featured Snippets.
6- The era of Google voice assistance
a- PAA, position 0 and voice assistance
The PAA and the 0 position are indeed tracks that beg to be exploited. All the more so as Internet users are turning more and more to Smartphones. Google knows full well that mobile users are more and more inclined to use its great voice assistant.
Which is understandable: who would want to spend their time reading hundreds of lines when you can have the answer to any question instantly. By experimenting in recent years with the opinions of its users, Google is refining its algorithms on the 0 positions.
He asked the Related Questions or PAA in order to propose subjects in the future referring to the same lexical field as a topic of conversation. In other words, Google's voice assistant would be able to respond like a friend of beyond comprehension IQ to any question. He will be able to suggest other subjects for reflection and answer all the questions as optimally as possible. In short, it will reason better than a human brain.
b- Will Featured Snippets one day make SEO disappear?
We have always observed rapid changes in the SEO of this great response engine. We have been talking about the death of SEO lately. We are far from it!
Google wants to satisfy its users with quick and complete answers.
This engine is constantly evaluating its own conversational performance and adapting to uses. Augmented reality through site visits or games like Pokémon Go for example. The alternative audio that directs us (in our language) through our phone will be the modern trends of travelers. But also that Virtual Realities captivate and will always continue to fascinate man.
Will he have emotions soon, empathy?
The arrival of Alexa, Siri and all the voice assistants has turned things upside down. The answers must correspond to the Internet user's ways of thinking, to his geo-location.
In short :
· In the race for the place of prodromes, many web entrepreneurs often forget that the heart of SEO is customers. Google wants to give the medals to sites that know what their customers want and in what forms they want them.
· The formats of featured snippets are therefore based on past experiences of Internet users. And these basics don't change: content is ROI. If you want to attract as much traffic as possible, adapt all your page content to the needs and desires of your personas.
· Take the time to analyze the views and future trends of your visitors and you will have the answer to this riddle. Wikipedia has understood it, your turn has now come to transcend the expectations of your prospects.
· Take a huge lead over all your competitors by aiming for position 0, Voice Assistants will take your site as a benchmark. Imagine for a moment that you are the "T-shirt Maker" company, a t-shirt design company. And one day your prospects ask Google Help: what is the best brand of t-shirt? By being in the PAA and position 0 of Google, he will obviously respond "T-shirt Maker" to all your potential customers. This will obviously bring you better Branding and customers as far as the eye can see.
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