All good things start with observations. In this case, I thought I noticed that Google was showing much longer meta-descriptions towards the top of the SERP. In fact, the more queries I ran the more it seemed that Google was showing longer meta-descriptions at the top of the SERP and shorter ones towards the bottom.
Is this true? Is Google showing longer meta-descriptions for those URLs that rank better?
To find out I analyzed 5,000 keywords... for a month.
Back in 2019, I was trying to please a difficult client. I’m sure you know what that’s like.
At some point, he threatened to fire us.
He wanted better rankings. By next week.
Let’s just say he wasn’t the most reasonable person to deal with. Nothing we said could persuade him. Since his site was ranking on page one of Google for many terms, Featured Snippets seemed like a great option that could yield results within a week.
After a stressful week of running tests and experiments on my own, I was able to get some impressive looking Featured Snippets for the next meeting. Crisis averted.
Having gone through that experience, I wanted to create a deep and comprehensive guide that could help you come up with strategies for winning Featured Snippets. This is part 2.
It's shocking but in a way not surprising. We have "SEOed" creating authoritative content. What do I mean? We have turned the very task of understanding what it means to create authoritative content into another cliched and superficial analysis filled with endless amounts of buzzwords. It's not only incredibly ironic, but it is quite the accomplishment.
You can already guess what I'm going to do with this post.... I'm going to explain what I think the foundation of actually creating authoritative content is while I rant and rave about some of the outlooks and ideas being floated around out there.
Let's get this fun started.
Cosmic balance. It exists in reality (perhaps) and it exists on the SERP (evidently). Just as Google announced a new verification badge that could set businesses back 50 bucks the search engine forwent its commission on sales made via Buy on Google! How's that for bringing balance to the SERP?
Plus, has COVID-19 become the norm on the SERP? With less COVID related updates to features and more consistent COVID rankings, that seems to be the case (for better or worse).
Of course, there were like a gazillion other tests, changes, and updates to the SERP.
So let's have at it...
Here's the SERP News for August 20
SEO is a long term game. No question about that. Although there generally are no shortcuts, Google has given us a unique opportunity.
Not a magic bullet, Featured Snippets tend to attract more attention than regular organic rankings. This means they have potentially higher click through rates than even the top-ranking URLs.
This two-part guide is a thorough how-to manual to winning Featured Snippets.
In part one of this guide, you'll learn why Google creates Featured Snippets in the first place and how to find Featured Snippet opportunities.
From its algorithm updates to its overall approach to the SERP, Google has been latently encouraging us to take on new content constructs and patterns. In fact, Google has been covertly pushing for the creation of more refined and targeted content. However, that nudge towards more targeted content leaves content creators and SEOs in a bit of a tough spot as Google has yet to adopt an ecosystem that truly supports the kind of content they're pushing for.
Here's a look at the content environment Google has been creating on the SERP, the problems with it, and what the search engine might do going forward