A significant proportion of specialists have difficulty
Posted: Sat Feb 22, 2025 9:33 am
This test shows that considering themselves as experts, despite the fact that they form an elite group on a global scale. Another aspect that professionals should consider is the PR workflow . 54% of them do not use any tools designed for digital PR and 35% of them have trouble finding the right journalist. You can view the entire presentation here . 10. Gerald Murphy – Win the SERPs: A story of SERP feature trends by industry, keyword and device (by Nika Novosadová) Gerald Murphy from SimilarWeb started his talk by defining the three modes in which users search for information in the SERP and the appropriate types of snippets: Lookup mode – searching for carefully specified questions (wants to make a purchase, check some specific information, wants to look for an item he already knows well). Suitable snippet: featured snippet, instant answers, knowledge card, product. Learn mode – does not search for specific questions, requires subsequent cognitive processing (wants to gain knowledge, compare) Suitable snippet: local pack, news, recipes. Investigate mode.
The searcher intervenes in his query, depending on what the whisperer offers him or the SERP itself (he wants to analyze, discover) Suitable snippet: related searches, related questions, Twitter. Subsequently, Gerald Murphy presented the results of his UK and US SERPov test . Although the results differed numerically, the tendencies were the same. And what did he come up with? There is an increasing trend in the number of keywords with SERP supplements in both the US and the UK . The Bolivia Mobile Database number of brand terms with SERP additions is growing in the US and has been stable for a long time in the UK. The most frequently displayed SERP plugins in both regions were related search, related questions and images . Add-on SERPs are highly volatile – there have been seven rises and falls in add-on SERPs across all SERP add-on types at the same time in a two-year period. The lecture also devoted space to trends in SERP add-ons for non-brand keywords by industry (in the US and Britain with a similar tendency): For e-commerce websites, the structured data of the product, image and video dominated.
In the food and beverage industry , structured data product, image, local pack were most frequently found in SERPs. In the sports industry , structured data led Twitter, news, featured snippet. Cosmetics and beauty most often work with structured data featured, product, video. When asking questions about fashion , products, images, and local pack were all the rage. In the travel industry , snippets such as flights, hotels and local pack are logically leading. Gerald Murphy advises to classify keywords according to the customer journey - this step is already possible directly in the keyword analysis. Based on this classification, it will be easier and non-random to determine which type of structured data is the right one for a given expression. Source: https://www.slideshare.net/gerald-murph ... and-device 11. Will Critchlow – Lessons from hundreds of SEO A/B tests (by Nika Novosadová) Test, test, test. This can be considered the main idea of Will Critchlow's lecture, who took us through the results of his SEO tests at the conference. Throughout the lecture, however, he reminded that what may work in one region and in one product segment may not work anywhere else. Therefore, it is necessary to adapt the work environment so that it is as friendly as possible to testing. So how to approach testing? Since these are always quantitative tests, we will verify the validity of a certain hypothesis, which we will then generalize to a certain region or segment. Subsequently, it is necessary to take the page on which the testing will be carried out and create a twin of it with the applied change. At this point, the presenter suggests using his SearchPilot tool ,
The searcher intervenes in his query, depending on what the whisperer offers him or the SERP itself (he wants to analyze, discover) Suitable snippet: related searches, related questions, Twitter. Subsequently, Gerald Murphy presented the results of his UK and US SERPov test . Although the results differed numerically, the tendencies were the same. And what did he come up with? There is an increasing trend in the number of keywords with SERP supplements in both the US and the UK . The Bolivia Mobile Database number of brand terms with SERP additions is growing in the US and has been stable for a long time in the UK. The most frequently displayed SERP plugins in both regions were related search, related questions and images . Add-on SERPs are highly volatile – there have been seven rises and falls in add-on SERPs across all SERP add-on types at the same time in a two-year period. The lecture also devoted space to trends in SERP add-ons for non-brand keywords by industry (in the US and Britain with a similar tendency): For e-commerce websites, the structured data of the product, image and video dominated.
In the food and beverage industry , structured data product, image, local pack were most frequently found in SERPs. In the sports industry , structured data led Twitter, news, featured snippet. Cosmetics and beauty most often work with structured data featured, product, video. When asking questions about fashion , products, images, and local pack were all the rage. In the travel industry , snippets such as flights, hotels and local pack are logically leading. Gerald Murphy advises to classify keywords according to the customer journey - this step is already possible directly in the keyword analysis. Based on this classification, it will be easier and non-random to determine which type of structured data is the right one for a given expression. Source: https://www.slideshare.net/gerald-murph ... and-device 11. Will Critchlow – Lessons from hundreds of SEO A/B tests (by Nika Novosadová) Test, test, test. This can be considered the main idea of Will Critchlow's lecture, who took us through the results of his SEO tests at the conference. Throughout the lecture, however, he reminded that what may work in one region and in one product segment may not work anywhere else. Therefore, it is necessary to adapt the work environment so that it is as friendly as possible to testing. So how to approach testing? Since these are always quantitative tests, we will verify the validity of a certain hypothesis, which we will then generalize to a certain region or segment. Subsequently, it is necessary to take the page on which the testing will be carried out and create a twin of it with the applied change. At this point, the presenter suggests using his SearchPilot tool ,