Rich Answers & Featured Snippets in Search

@stonetemple / +Eric Enge www.stonetemple.com

Google’s Rich Answers and Featured Snippets


Who Am I?

Columnist & Contributor

CEO & Founder

50+ person Digital Marketing and SEO agency

Lead Co-Author


Little Known Fact

I had Brain Surgery in 2003


Nope – Didn’t Get a USB Slot Installed


“The destiny of [Google’s search engine] is to become that Star Trek computer, and that’s what we are building.”

Google’s Amit Singhal


Examples of Rich Answers


Apples vs Oranges


Small Changes in Queries Bring Very Different

Results


Featured Snippets Are Drawn From

Websites


Example Sequence


Who Is Tom Brady?


Where Was He Born?


How Tall is He?


Does He Have

Children?


Who is His Spouse?


When is His Next Game?


Let’s Look At Some Data!


We Conducted a Massive Study


Increase in Rich Answers of 38%!

Overall Growth in Rich Answers


Includes a Table

1,285 exampl

es found

22,607 examples

found

Increased 12x!


220 examples

found

Up 110%

Movie and Menu Results – Shows Tabs


Question Only Partially Answered

12,884 examples

found

Up 17%

Ellipses


Complete List Result With Link to Source

All List Results

include a link to

the source

8,829 examples

found

Up 55%


Has a Form

20,657 examples

found

Up 162%


Includes a Chart

13,669 examples

found

Up Over 200X!


Includes Link to Follow On Actions

172 examples

foundUp 55%


Is Google Providing Proper Attribution?

Why Do Some Have No Attribution?

1.Nearly All Cases are Public Domain Data

2.Some Cases of Licensed Data as Well

67.5% Do Include

AttributionDown 9.7%

32.5% Do Not

Include Attributio

n


Don’t Build an SEO Strategy Based on

Public Domain Data


Google Makes Mistakes


The Rich Get Richer?


Google Uses Many Domains With Lower Authority

54.0% of Domains

Used Have a Domain

Authority Less Than 60


Domain Authority of 47


Jumped Over Wikipedia!


Simple Clear Answer to the Question


Got The Rich Answer

Lost The Rich Answer


Title Tag Entices Click

Through


Domain Authority of

38


More Items Will Drive More

Clicks


Ranks Number 5 Normally


Simple Direct Answer to the

Question


Got The Rich Answer


How Can I Get Me Some?

Yes, We Ran a Test


How To Implement a NoFollow?

We Started With a List of Common Questions

How To Implement a NoIndex Tag?

How To Implement a Rel Alternate Tag?

How To Implement a Rel Canonical?

How To Implement a Vary:User Agent Header?


We Published 5 New Pages on May 20th


We Included Transcripts With an Outline of Clear

Steps


The Content Provided a Lot More Info Than Just

the “How To”


We Shared One of The URLs on Google+


We Submitted the URLs in Search Console


Bingo!Saw This

Within 3 Days of Publishing the Content


Identify a Simple Question

Provide a Direct Answer

Make it Easy for Users (and Google) to Find

1

2

4

Offer Valued Added Info3


Schema Not Required


FAQ Pages Not a Good

Format to Use For This


Eric [email protected]

@stonetemple+Eric Enge

(508) 962-8474www.stonetemple.com

Thank You!

Rich Answers & Featured Snippets in Search

Marketing

Transcript of Rich Answers & Featured Snippets in Search