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SearchLove London 2016 | Rob Bucci | Taking the Top Spot: How to Earn More Featured Snippets

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Featured snippets (also known as answer boxes) are steadily appearing in the first organic SERP spot, providing big opportunities for SEOs able to snag them. Armed with the latest data and analysis, Rob Bucci will take you on a deep dive into the constantly evolving featured snippet and show you how to earn more for your site. And just for the SearchLove audience, this will be the first time that Rob has publicly shared data on featured snippets for mobile searches.

Published in: Marketing

SearchLove London 2016 | Rob Bucci | Taking the Top Spot: How to Earn More Featured Snippets

  1. 1. TAKING THE TOP SPOT How to earn more featured snippets
  2. 2. @STATrob #SearchLove
  3. 3. Featured snippets are a super interesting phenomenon.
  4. 4. KEY FEATURES OF OUR RESEARCH KEYWORDS 1,000,000 CPC RANGE $9.55 – $1,006.56 SEARCH VOL. RANGE 10 – 2,740,000 average searches DEVICE Desktop & Mobile MARKET United States, English (Google.com)
  5. 5. WE’RE SEEING MORE SNIPPETS THAN EVER %ofSERPswithsnippets 0% 6.25% 12.5% 18.75% 25% 15% 9% January (Desktop) July (Desktop)
  6. 6. MOBILE VS. DESKTOP %ofSERPswithsnippets 0% 6.25% 12.5% 18.75% 25% 15% 17% July (Mobile) July (Desktop)
  7. 7. AND THEY’RE WORTH MORE THAN EVER TotalCPC $0 $1,000,000 $2,000,000 $3,000,000 $4,000,000 $3,087,960 $1,750,392 January July
  8. 8. SNIPPET TYPES @STATrob
  9. 9. This is a “paragraph” snippet.
  10. 10. This is a “table” snippet.
  11. 11. This is a “list” snippet.
  12. 12. HOW OFTEN DID WE SEE EACH 
 SNIPPET TYPE? Paragraphs Lists Tables 16% 19% 63% 7% 10% 81% January (Desktop) July (Desktop)
  13. 13. HOW OFTEN DID WE SEE EACH 
 SNIPPET TYPE? MOBILE VS. DESKTOP Paragraphs Lists Tables 16% 19% 63% 17% 20% 64% July (Mobile) July (Desktop)
  14. 14. THE FORMAT OF YOUR CONTENT DETERMINES THE FORMAT OF THE FEATURED SNIPPET. @STATrob
  15. 15. WHICH FEATURED SNIPPETS HAVE IMAGES? Paragraphs Lists Tables 4% 6% 20% 18% 26% 28% January (Desktop) July (Desktop)
  16. 16. WHICH FEATURED SNIPPETS HAVE IMAGES? MOBILE VS. DESKTOP Paragraphs Lists Tables 4% 6% 20% 2% 4% 13% July (Mobile) July (Desktop)
  17. 17. WIKIPEDIA OWNS 15% OF ALL SNIPPETS WITH IMAGES Images are in 36% of Wikipedia’s featured snippets. @STATrob
  18. 18. UNIVERSAL RESULTS @STATrob
  19. 19. HOW OFTEN DID WE SEE 
 UNIVERSAL RESULTS? Places Video Images News Shopping 1% 3% 13% 11% 13% 2% 3% 20% 11% 13% January (Desktop) July (Desktop)
  20. 20. HOW OFTEN DID WE SEE 
 UNIVERSAL RESULTS? MOBILE VS. DESKTOP Places Video Images News Shopping 1% 3% 13% 11% 13% 3% 7% 7% 18% 38% July (Mobile) July (Desktop)
  21. 21. HOW OFTEN DID THOSE RESULTS APPEAR WITH FEATURED SNIPPETS? Places Video Images News Shopping 1% 4% 10% 12% 0% 1% 5% 11% 14% 0% January (Desktop) July (Desktop)
  22. 22. HOW OFTEN DID THOSE RESULTS APPEAR WITH FEATURED SNIPPETS? MOBILE VS. DESKTOP Places Video Images News Shopping 1% 4% 10% 12% 0% 2% 10% 3% 19% 0% July (Mobile) July (Desktop)
  23. 23. TWEETABLE TIP PLACES PACKS NEVER OCCUR ALONGSIDE FEATURED SNIPPETS. Local SEOs don’t get to play. Sorry. :( @STATrob
  24. 24. PEOPLE ALSO ASK @STATrob
  25. 25. HOW OFTEN DOES PEOPLE ALSO ASK APPEAR WITH SNIPPETS? 0% 25% 50% 75% 100% 44% 22% January (Desktop) July (Desktop)
  26. 26. HOW OFTEN DOES PEOPLE ALSO ASK APPEAR WITH SNIPPETS? MOBILE VS. DESKTOP 0% 25% 50% 75% 100% 44%43% July (Mobile) July (Desktop)
  27. 27. HOW OFTEN ARE SNIPPETS ALSO THE FIRST PAA ANSWER? 0% 25% 50% 75% 100% 5% 24% January (Desktop) July (Desktop)
  28. 28. HOW OFTEN ARE SNIPPETS ALSO THE FIRST PAA ANSWER? MOBILE VS. DESKTOP 0% 25% 50% 75% 100% 5% 0% July (Mobile) July (Desktop)
  29. 29. TWEETABLE TIP LET PEOPLE ALSO ASK BOXES INSPIRE YOUR OWN FEATURED SNIPPET CONTENT. Google is telling you what answers they like 
 for similar queries. @STATrob
  30. 30. KEYWORDS MATTER @STATrob
  31. 31. BE CAREFUL ABOUT IMPLIED QUESTIONS QUERY SNIPPET what is a mctwist? TRUE mctwist TRUE how do I build a roof? TRUE build a roof FALSE
  32. 32. TWEETABLE TIP PAY ATTENTION TO KEYWORD VARIANTS. SNIPPETS ONLY APPEAR FOR SOME. Your research just got harder. Sorry! @STATrob
  33. 33. COMMON SNIPPET QUERY TYPES QUERY TYPE JANUARY (Desktop) JULY (Desktop) CHANGE FINANCIAL 46% 54% 20% MATHEMATIC 52% 56% 8% REQUIREMENTS 56% 56% 0% HEALTH 44% 52% 19% DIY/PROCESS 50% 58% 16%
  34. 34. COMMON SNIPPET QUERY TYPES QUERY TYPE JULY (Mobile) JULY (Desktop) FINANCIAL 54% 54% MATHEMATIC 53% 56% REQUIREMENTS 49% 56% HEALTH 30% 52% DIY/PROCESS 31% 58%
  35. 35. UNCOMMON SNIPPET QUERY TYPES QUERY TYPE JANUARY (Desktop) JULY (Desktop) CHANGE LOCAL 0.71% 1.84% 159% SUBJECTIVE 0.41% 18.14% 4280% INFO/HELP 1.23% 4.64% 277% FACTUAL 0.99% 6.63% 570% SHOPPING 1.28% 6.46% 226%
  36. 36. UNCOMMON SNIPPET QUERY TYPES QUERY TYPE JULY (Mobile) JULY (Desktop) LOCAL 5.15% 1.84% SUBJECTIVE 11.84% 18.14% INFO/HELP 11.65% 4.64% FACTUAL 5.64% 6.63% SHOPPING 8.71% 6.46%
  37. 37. TWEETABLE TIP REVIEWS AND OPINION BASED CONTENT CAN NOW SNAG SNIPPETS. GO AND GET ‘EM! @STATrob
  38. 38. SNIPPET FREQUENCY FOR “FINANCE” WORDS salary cost refinancing taxes fees 58% 58% 46% 59% 68% 40% 36% 43% 57% 77% January (Desktop) July (Desktop)
  39. 39. SNIPPET FREQUENCY FOR “FINANCE” WORDS. MOBILE VS. DESKTOP salary cost refinancing taxes fees 58% 58% 46% 59% 68% 67% 59% 53% 67% 80% July (Mobile) July (Desktop)
  40. 40. SNIPPET FORMATS 
 VS. QUERY TYPES @STATrob
  41. 41. THE BEST INSIGHTS ARE IN THE INTERSECTIONS OF THE DATA. We can make some assumptions about the content formats we should be using for different queries. @STATrob
  42. 42. DESKTOP SNIPPET FORMAT FOR 
 “FINANCE” WORDS salary tuition fees 33% 66% 58% 13% 1% 0% 53% 33% 42% Paragraph List Table
  43. 43. MOBILE SNIPPET FORMAT FOR 
 “FINANCE” WORDS salary tuition fees 32% 58% 52% 13% 1% 0% 55% 41% 48% Paragraph List Table
  44. 44. DESKTOP SNIPPET FORMAT FOR 
 “SUBJECTIVE” WORDS rankings review comparison 64% 87% 79% 11% 2% 20% 25% 10% 1% Paragraph List Table
  45. 45. MOBILE SNIPPET FORMAT FOR 
 “SUBJECTIVE” WORDS rankings review comparison 56% 72% 72% 14% 3% 27% 30% 26% 1% Paragraph List Table
  46. 46. DESKTOP SNIPPET FORMAT FOR 
 “INFO/HELP” WORDS course programs storage 8% 56% 56% 18% 25% 9% 74% 20% 35% Paragraph List Table
  47. 47. MOBILE SNIPPET FORMAT FOR 
 “INFO/HELP” WORDS course programs storage 12% 54% 49% 22% 27% 18% 66% 19% 33% Paragraph List Table
  48. 48. [course requirements for physical therapy]
  49. 49. [texas approved driver safety course]
  50. 50. [medical school course requirements]
  51. 51. THIS IS A WEAK SNIPPET. It’s evident that Google prefers tables in this query space, so optimize your content with tables. @STATrob
  52. 52. 29% OF SNIPPETS ARE TABLES. Google is using them for a reason. They’re good UX for certain queries. Use this to your advantage. @STATrob
  53. 53. [main insurance companies]
  54. 54. [RN salary los angeles]
  55. 55. [best miles reward credit card]
  56. 56. [online nursing schools]
  57. 57. [online accredited christian colleges]
  58. 58. There’s data missing from the snippet, and they’re using <div>!
  59. 59. THIS IS A WEAK SNIPPET. Put this data in a table so that Google can extract it with confidence, and you’ll take it from them. @STATrob
  60. 60. TWEETABLE TIP YOU CAN STEAL WEAK SNIPPETS. USE THE FORMAT GOOGLE REALLY WANTS TO SEE FOR A QUERY. @STATrob
  61. 61. WHAT ABOUT THE OTHER SNIPPET TYPES? @STATrob
  62. 62. DESKTOP SNIPPET FORMAT FOR 
 “GENERAL QUESTION” WORDS does what how 2% 6% 3% 42% 4% 0% 56% 90% 96% Paragraph List Table
  63. 63. MOBILE SNIPPET FORMAT FOR 
 “GENERAL QUESTION” WORDS does what how 1% 6% 3% 43% 4% 0% 55% 89% 97% Paragraph List Table
  64. 64. THERE ARE TWO TYPES OF “HOW” QUERIES HOW QUESTION SNIPPET TYPE how do I poach an egg? list how does evaporation work? paragraph how do I wax a car? list how do frogs croak? paragraph
  65. 65. TWEETABLE TIP RESEARCH THE FEATURED SNIPPETS IN EACH QUERY SPACE & FORMAT YOUR CONTENT TO MATCH. @STATrob
  66. 66. I SENSE A GOLD 
 RUSH COMING. @STATrob
  67. 67. [online nursing schools] in USA (Google.com)
  68. 68. [online nursing schools] in Canada (Google.ca)
  69. 69. TWEETABLE TIP LOOK FOR MISSING FEATURED SNIPPETS IN OTHER MARKETS. Create geographically relevant content to target them. @STATrob
  70. 70. WRAPPING IT UP @STATrob
  71. 71. FEATURED SNIPPETS 
 AREN’T GOING ANYWHERE. They’re a corner-stone of Google’s strategy 
 for mobile and voice search. @STATrob
  72. 72. TWEETABLE TIP 1 YOU HAVE TO USE A TOOL TO TRACK FEATURED SNIPPETS. @STATrob
  73. 73. TWEETABLE TIP 2 LOCAL-INTENT QUERIES NEVER HAVE FEATURED SNIPPETS. Local SEOs don’t get to play. Sorry. :( @STATrob
  74. 74. TWEETABLE TIP 3 LET PEOPLE ALSO ASK BOXES INSPIRE YOUR OWN FEATURED SNIPPET CONTENT. Google is telling you what answers they like 
 for similar queries. @STATrob
  75. 75. TWEETABLE TIP 4 PAY ATTENTION TO KEYWORD VARIANTS. SNIPPETS ONLY APPEAR FOR SOME. Your research just got harder. Sorry! @STATrob
  76. 76. TWEETABLE TIP 5 REVIEWS AND OPINION BASED CONTENT CAN NOW SNAG SNIPPETS. GO AND GET ‘EM! @STATrob
  77. 77. TWEETABLE TIP 6 YOU CAN STEAL WEAK SNIPPETS. USE THE FORMAT GOOGLE REALLY WANTS TO SEE FOR A QUERY. @STATrob
  78. 78. TWEETABLE TIP 7 RESEARCH THE FEATURED SNIPPETS IN EACH QUERY SPACE & FORMAT YOUR CONTENT TO MATCH. @STATrob
  79. 79. TWEETABLE TIP 8 LOOK FOR MISSING FEATURED SNIPPETS IN OTHER MARKETS. Create geographically relevant content to target them. @STATrob
  80. 80. Download the whitepaper, data set, and slides at getSTAT.com/searchlove

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