How to explore a SERP feature strategy with STAT

Your organic result game is on point, but you’ve been hearing a lot of chatter about SERP features and are curious if they can help grow your site’s visibility — how do you find out? Our SERP Features dashboard will be your one-stop shop for everything feature-related. If it’s the features in your space that you’re after, you’ll have ’em. The number of keywords producing each feature? You’ll have that, too. The share of voice they’re driving and how much you’re owning? Of course, and more. Here’s a step-by-step guide on how you can use the dashboard to suss out a SERP feature strategy that’s right for your site. 1. Establish viable sites and segments For context, let’s say that we’re working for a large supermarket chain with locations across the globe. Once in the dashboard, we’ll immediately look to the Overview module, which will give us a strong indication […]

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Using the SERP to build your keyword list

This post was originally published on the STAT blog. Keyword lists keeping you up at night? We feel you — and so does every other SEO. There’s a lot that goes into producing a robust keyword list and having one can make the difference between seeing the whole SERP landscape or getting just a glimpse. Because we care about how much sleep you’re getting (a healthy eight hours, please), we whipped up a useful guide on our favourite way to keyword list-build, and all you need are three SERP features: the “People also ask” box, related searches, and the “People also search for” box. We’ll explain why you should give these features a test drive and how you can get your hands on all their Google-vetted queries for the ultimate, competition-crushing keyword list. Watch us turn 3,413 Nikon-related keywords into 25,349 without lifting a pinky finger. Google-approved search terms  Each […]

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Win That Pitch: How SEO Agencies Can Land New Business

If you’re a digital agency, chances are you have your sights set on a huge variety of clients — from entertainment and automotive, to travel and finance — all with their own unique SEO needs. So how do you attract these companies and provide them with next-level SEO? By using a flexible tracking solution that delivers a veritable smorgasbord of SERP data every single day. Here are just four ways you can leverage STAT to lock down new business.  1. Arm yourself with intel before you pitch  The best way to win over a potential client is to walk into a pitch already aware of the challenges and opportunities in their online space. In other words: come armed with intel. To get a lay of their search landscape, research which keywords are applicable to your prospect, load those puppies into STAT, and let them run for a few days (you […]

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Our Own Sarah Bird Joins the 2019 Class of Henry Crown Fellows!

Mozzers believe in doing good, whether we’re helping new SEOs learn the ropes, encouraging young girls to consider a career in STEM, or just maintaining a dog-friendly (and thus smile-friendly) office. It’s why so much of our content and tools are available for free. It’s why Moz has a generous employee donation-match program that matched over $500,000 between 2013 and 2017, supporting organizations making the world a more just and charitable place. It’s why we partner with programs like Year Up, Ignite, and Techbridge to inspire the next generation of technology leaders. And of course, TAGFEE is the beating heart of everything we do. It’s part of our DNA. That’s why we’re incredibly proud (and humbled!) to announce that our very own CEO and Disney-karaoke-extraordinaire, Sarah Bird, has been accepted into The Aspen Institute’s 23rd class of Henry Crown Fellows, a program whose values resonate deeply with our own. The […]

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How Google Dishes Out Content by Search Intent

This post was originally published on the STAT blog. In the STAT whitepaper, Using search intent to connect with consumers, we looked at how SERP features change with a searcher’s intent — informational, commercial, transactional, or local. It was so chock-full of research that it sparked oodles of other content inspiration — from the basics of building an intent-based keyword list to setting up your own search intent project, to Scott Taft’s guide to building your own search intent dashboard. But while doing the research for the whitepaper, we found ourselves pondering another question: is there a similar relationship between search intent and the kind of page content that Google sources results from? We know from our study that as searchers head down the intent funnel, the SERP feature landscape shifts accordingly. For example, Google serves up progressively more shopping boxes, which help close the deal, as a searcher moves […]

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14 SEO Predictions for 2019 & Beyond, as Told by Mozzers

With the new year in full swing and an already busy first quarter, our 2019 predictions for SEO in the new year are hopping onto the scene a little late — but fashionably so, we hope. From an explosion of SERP features to increased monetization to the key drivers of search this year, our SEO experts have consulted their crystal balls (read: access to mountains of data and in-depth analyses) and made their predictions. Read on for an exhaustive list of fourteen things to watch out for in search from our very own Dr. Pete, Britney Muller, Rob Bucci, Russ Jones, and Miriam Ellis! 1. Answers will drive search People Also Ask boxes exploded in 2018, and featured snippets have expanded into both multifaceted and multi-snippet versions. Google wants to answer questions, it wants to answer them across as many devices as possible, and it will reward sites with succinct, […]

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We Dipped Our Toes Into Double Featured Snippets

This post was originally published on the STAT blog. Featured snippets, a vehicle for voice search and the answers to our most pressing questions, have doubled on the SERPs — but not in the way we usually mean. This time, instead of appearing on two times the number of SERPS, two snippets are appearing on the same SERP. Hoo! In all our years of obsessively stalking snippets, this is one of the first documented cases of them doing something a little different. And we are here for it. While it’s still early days for the double-snippet SERP, we’re giving you everything we’ve got so far. And the bottom line is this: double the snippets mean double the opportunity. Google’s case for double-snippet SERPs The first time we heard mention of more than one snippet per SERP was at the end of January in Google’s “reintroduction” to featured snippets. Not yet […]

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We Dipped Our Toes Into Double Featured Snippets

This post was originally published on the STAT blog. Featured snippets, a vehicle for voice search and the answers to our most pressing questions, have doubled on the SERPs — but not in the way we usually mean. This time, instead of appearing on two times the number of SERPS, two snippets are appearing on the same SERP. Hoo! In all our years of obsessively stalking snippets, this is one of the first documented cases of them doing something a little different. And we are here for it. While it’s still early days for the double-snippet SERP, we’re giving you everything we’ve got so far. And the bottom line is this: double the snippets mean double the opportunity. Google’s case for double-snippet SERPs The first time we heard mention of more than one snippet per SERP was at the end of January in Google’s “reintroduction” to featured snippets. Not yet […]

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The Influence of Voice Search on Featured Snippets

This post was originally published on the STAT blog. We all know that featured snippets provide easy-to-read, authoritative answers and that digital assistants love to say them out loud when asked questions. This means that featured snippets have an impact on voice search — bad snippets, or no snippets at all, and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right? Right, but there’s actually a far more interesting angle to examine — one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this, we need to make like Doctor Who and go back in time. From typing to talking Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards, people adapted to search engines by adjusting how they performed queries. We pulled out […]

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Make sense of your data with these essential keyword segments

This blog post was originally published on the STAT blog. The first step to getting the most out of your SERP data is smart keyword segmentation — it surfaces targeted insights that will help you make data-driven decisions. But knowing what to segment can feel daunting, especially when you’re working with thousands of keywords. That’s why we’re arming you with a handful of must-have tags. Follow along as we walk through the different kinds of segments in STAT, how to create them, and which tags you’ll want to get started with. You’ll be a fanciful segment connoisseur by the time we’re through! Segmentation in STAT In STAT, keyword segments are called “tags” and come as two different types: standard or dynamic. Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics — like term (brand, product type, etc), location, or device. Standard […]

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A guide to setting up your very own search intent projects

This post was originally published on the STAT blog. Whether you’re tracking thousands or millions of keywords, if you expect to extract deep insights and trends just by looking at your keywords from a high-level, you’re not getting the full story. Smart segmentation is key to making sense of your data. And you’re probably already applying this outside of STAT. So now, we’re going to show you how to do it in STAT to uncover boatloads of insights that will help you make super data-driven decisions. To show you what we mean, let’s take a look at a few ways we can set up a search intent project to uncover the kinds of insights we shared in our whitepaper, Using search intent to connect with consumers. Before we jump in, there are a few things you should have down pat: 1. Picking a search intent that works for you […]

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People Ask Their Most Pressing SEO Questions — Our Experts Answer

We teamed up with our friends at Duda, a website design scaling platform service, who asked their agency customers to divulge their most pressing SEO questions, quandaries, and concerns. Our in-house SEO experts, always down for a challenge, hunkered down to collaborate on providing them with answers. From Schema.org to voice search to local targeting, we’re tackling real-world questions about organic search. Read on for digestible insights and further resources! How do you optimize for international markets? International sites can be multi-regional, multilingual, or both. The website setup will differ depending on that classification. Multi-regional sites are those that target audiences from multiple countries. For example: a site that targets users in the U.S. and the U.K. Multilingual sites are those that target speakers of multiple languages. For example, a site that targets both English and Spanish-speakers. To geo-target sections of your site to different countries, you can use a […]

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The Basics of Building an Intent-based Keyword List

This week, we’re taking a deep into search intent. The STAT whitepaper looked at how SERP features respond to intent, and the bonus blog posts broke things down even further and examined how individual intent modifiers impact SERP features, the kind of content that Google serves at each stage of intent, and how you can set up your very own search intent projects. And look out for Seer’s very own Scott Taft’s upcoming post on how to use STAT and Power BI to create your very own search intent dashboard. Search intent is the new demographics, so it only made sense to get up close and personal with it. Of course, in order to bag all those juicy search intent tidbits, we needed a great intent-based keyword list. Here’s how you can get your hands on one of those. Gather your core keywords First, before you can even think about […]

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Exploring Google’s New Carousel Featured Snippet

Google let it be known earlier this year that snippets were a-changin’. And true to their word, we’ve seen them make two major updates to the feature — all in an attempt to answer more of your questions. We first took you on a deep dive of double featured snippets, and now we’re taking you for a ride on the carousel snippet. We’ll explore how it behaves in the wild and which of its snippets you can win. For your safety, please remain seated and keep your hands, arms, feet, and legs inside the vehicle at all times! What a carousel snippet is an how it works This particular snippet holds the answers to many different questions and, as the name suggests, employs carousel-like behaviour in order to surface them all. When you click one of the “IQ-bubbles” that run along the bottom of the snippet, JavaScript takes over and […]

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Mapping the Overlap of SERP Feature Suggestions

From carousel snippets to related searches to “People also ask” boxes and “People also search for” boxes, the Google SERP is jam-packed with features that not only aid in keyword list creation but can help you better understand the topics your unique search landscape is structured around. In fact, the increase of topics and entities as a way of navigating and indexing the web was one of the biggest developments in search in 2018. This is why we took 40,977 SERPS and stripped out every term or phrase from the aforementioned features — a small, first step toward making sense of Google’s organizational skills. We wanted to see how much overlap might exist across these different SERP features. Does Google give us a lot of new keywords to work with or just suggest the same stuff over and over again? Do we need to pay attention to each SERP feature […]

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How to Implement a National Tracking Strategy

Google is all about serving up results based on your precise location, which means there’s no such thing as a “national” SERP anymore. So, if you wanted to get an accurate representation of how you’re performing nationally, you’d have to track every single street corner across the country. Not only is this not feasible, it’s also a headache — and the kind of nightmare that keeps your accounting team up at night. Because we’re in the business of making things easy, we devised a happier (and cost-efficient) alternative. Follow along and learn how to set up a statistically robust national tracking strategy in STAT, no matter your business or budget. And while we’re at it, we’ll also show you how to calculate your national ranking average. Let’s pretend we’re a large athletic retailer. We have 30 stores across the US, a healthy online presence, and the powers-that-be have approved extra […]

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