I was lucky enough to be invited to present & attend Pubcon in Las Vegas this week.  Mary stayed home this trip because she’s off to LocalUAdvanced next week and back-to-back trips are grueling!  The content shared was amazing and as always the conference was top-flight.  If you’re going to pick one conference to attend, this is the one!

I presented a dual session with Bill Slawski of GoFishDigital on Wednesday, my topic was Schema Basics and New Offerings, while Bill discussed Topic Modeling – which was fascinating!  I’m going to share my slides below but if you’d like to look on Slideshare, check out Schema Markup Basics – Pubcon 2017.

I was super excited to hear Schema and Semantic Search mentioned in probably 90% of the sessions I attended this year.  I think adoption rates are coming up – but confidence in the validation and correctness of your markup is still low.

And also – straight from the Google:


Here are some more takeaways for you:

HTTPS is a must at this point.  It’s time to get it done, no matter how painful.

I haven’t tested this yet, but Marie Haynes says that adding the “Question” in an H3 can help.

There was a lot of talk about Featured Snippets and Answer Boxes – I think at least 3 or 4 sessions addressed them directly.  There were also some that said the website is dead, because Google’s goal to give the answer in the search results is limiting the click-through. Here are some other tips that are worth checking out:

  • Write slightly longer descriptions/answers so you get an ellipse in the answer box/featured snippet – this encourages the click-through.  Eric Enge, StoneTemple.com  (Be sure to tease the answer into the beginning of the content, but don’t 100% deliver in the first 150 characters)
  • If you see your regular SERP snippet has more than 2 lines of text, it can be an indicator that you’re close to getting the answer box result for that page. – Eric Enge
  • Optimize for voice search will also help you optimize for Google featured snippets. – Katy Katz, MarketingRefresh.com
  • Google doesn’t want to produce recommendations on how to get featured snippets because they’re still so volatile. Gary Illyes, Google.com
  • Coach your copywriters to think “Featured Snippets” as they produce content. – Christine Churchill, KeyRelevance.com

And as a reward for making it to the bottom of my post, here are the slides for my presentation!

Pubcon 2017 Round Up
Carrie Hill
Carrie has been working in SEO and Online Marketing since 2006 - she brings a passion for search and a desire to know more to every project she participates in. Carrie is a noted speaker and writer about a variety of topics, including Schema protocols, Google Analytics, Local Search and more. When she's not digging heavily into search & online marketing issues - you can find Carrie in her kitchen or possibly sitting on the porch with a cup of tea, a book, and her 4 dogs.

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