Page 28 - SEO Mad Scientist 2020 Report

explain the many negative drops, like "social media marketing chicago". After adding the TOC,
the term "social media" appeared another 11 times at the very top of the page. This could be over
optimization.

We will continue testing to determine the best way to implement jump links, but from our findings,
it's safe to say the TOC jump link anchor text itself seems to be the most important factor. This
anchor is also what impacts the term showing as a jump link in SERPs.

As for Test #3, the test results were inconclusive. Since jump links themselves don't seem to
directly impact rankings, our best guess was that this test will continue to have inconclusive data
on internal linking with jump links.

Image & Video Snippet Tests

Will Mimicking Image Snippets in SERPs Trigger a Snippet for Our Site?

Test Setup: March 13, 2020

Search engines are putting images, videos and even PDF in search snippets now. Getting more
SERP real estate produces a better CTR, which is why the first thing we tested was some possible
ways of triggering a snippet, then how Google was now pulling image and video snippets for
organic search on mobile.

We hypothesized that if we found search terms returning snippets and implemented the media
on our site in the same exact way, Google would pull the snippet. This is based on our belief that
Google is mostly using machine learning to determine what data gets pulled as a snippet.
Schema markup and other methods have not been defined to pull a snippet in any of our tests.
It's hit or miss.

We believed if we mimicked the result already pulling a snippet in our exact SERP, and the site
consistently got snippets, not only did we have a consistent method to get them, but we would
also confirm that certain data could be treated differently from SERP to SERP.
We set up two tests - Mimic Image Snippet & Mimic Video Snippet. However, the video snippet
test never got off the ground.

28