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March 3rd, 2015
Winning with Direct Answers as a Content SiteEhren ReillyDirector of Product, Growth Glassdoor@ehrenreilly
searchmarketingexpo.com@ehrenreilly
#SMX #11A
• How should content sites approach approach the direct answer revolution? Wrath?
• What can we actually do about it?
• What tactics enable you to make the best of the situation?
OVERVIEW
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#SMX #11A
• Panda is about quality.
• Content can be high-quality but bite-sized.
• Ask a simple question, get a simple answer, success!
PANDA ≠ THIN CONTENT
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#SMX #11A
QUICK, EASY FACTS
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#SMX #11A
QUICK, EASY FACTS
searchmarketingexpo.com@ehrenreilly
#SMX #11A
QUICK, EASY FACTS
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#SMX #11A
IT’S NO LONGER VIABLE TO BE HIGH-QUALITY AND BITE-SIZED
searchmarketingexpo.com@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com@ehrenreilly
#SMX #11A
IT’S NO LONGER VIABLE TO HAVE HIGH-QUALITY NON-PROPRIETARY CONTENT
searchmarketingexpo.com@ehrenreilly
#SMX #11A
BUT WHAT IF I HAVE HIGH-QUALITY, UNIQUE, PROPRIETARY CONTENT?
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#SMX #11A
SPOILER ALERT
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#SMX #11A
SPOILER ALERT
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#SMX #11A
THOSE FU*#%RS ARE STEALING PUBLISHERS’ CONTENT!!!!
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#SMX #11A
REALITY CHECK
“Take that, Wiki-freakin-pedia!”- John Doe, SEO Director
at Britannica.com
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#SMX #11A
REALITY CHECK
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#SMX #11A
THAT’S MY SERP!
THAT’S MY SERP!
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#SMX #11A
THAT’S MY SERP!
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#SMX #11A
BETTER FOR USERS, WORSE FOR DA
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#SMX #11A
FOLLOW THE FORMULA
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#SMX #11A
I CAN DO THAT
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#SMX #11A
MEGASNIPPET!
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#SMX #11A
Every direct answer follows a formula.
1. Figure out the formula for the DA you want to appear in.
1. Create that sentence with your information.
FIND THE FORMULA
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#SMX #11A
Classic SERP: Get the click vs. competitor getting the click.
Direct answer SERP:Get the click vs. no click at all
OK, BUT WHAT ABOUT CLICKS?
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#SMX #11A
SOME DIRECT ANSWERS ENTICE CLICKS BETTER THAN OTHERS
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#SMX #11A
GET PICKED• Do good SEO 101• Match the formula• Avoid unhelpful structure & markup
GET CLICKED• Shock and awe – Make the answer seem not-so-
simple. “This is a full page type of answer”.• Teasers – What’s the next thing people want to
know?
DIRECT ANSWER SEO TACTICS
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#SMX #11A
• DAs disrupt the classic SERP organization.
• Some rank tracking software doesn’t handle them well.
• Possible handling:• DA counted as ordinal 1• DA counted as ordinal 1 and 2• DA not treated as an ordinal.
RANK TRACKING WITH DIRECT ANSWERS ON THE SERP
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#SMX #11A
EXPECT FLUX
• DA is a new technology
• New formats
• Fixing errors
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#SMX #11A
Now hiring SEOs & Product Managersjobs.glassdoor.com
• Sr. Product Manager, SEO/Growth• Sr. SEO Manager, B2B
