Time for a Snip?
Speaker Rob Bucci discussed the evolution of featured snippets and how to rank for them. You do not need to be position one the SERP (search engine results page) to be the featured snippet, however ranking on the first page will help. In fact, 99% of snippets are sourced from positions 2 to 10.
SERP features are changing as well, with video results being presented as a carousel for a lot of queries. Videos are an effective way of answering queries and search results are now competing with more and more real estate of a visual kind, therefore bringing in a need to optimise thumbnails too.
Voice search was another big area of discussion at BrightonSEO, and how optimising content for voice search means doing so for longtail queries rather than short tail, as this is the way humans request information, with sentences starting with hows, whys and what’s.
Jason Barnard gave a very interesting talk about answer engine optimisation and the future of machine learning for delivering the best and most relevant answer to search queries. Machine learning means discerning not just the right answer, but the user intent of the question as well. He also discussed a strategy for optimising your content for this purpose, starting with communicating to Google who you are and what you do, followed by convincing Google that your solution is indeed the most credible – all through technical optimisation techniques.