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FEATURED SNIPPETS: FROM
THEN TO NOW, VOLATILITY,
& VOICE SEARCH
You’ve probably seen one of these before.
@STATrob/@getSTAT
#SearchLove
getSTAT.com/searchlove
THE EVOLUTION OF
FEATURED SNIPPETS
@STATrob
RESEARCH STATS
KEYWORDS 1,000,000
CPC High
DEVICE Desktop & mobile
MARKET United States, English (Google.com)
WE’RE STILL SEEING MORE
SNIPPETS THAN EVER
0%
20%
40%
60%
80%
January '16 July '16 April '17 November '17
31%
23%
15%
9%
(Desktop)
FEATURED SNIPPET RANK
@STATrob
0%
20%
40%
60%
80%
100%
January '16 July '16 April '17 November '17
4%4%
0%0%
96%96%
100%100%
Rank 1 Rank 2
SNIPPETS ARE APPEARING IN RANK 2
SHOPPING BOXES CAN PUSH
A SNIPPET DOWN THE SERP.
@STATrob
FEATURED SNIPPET
SOURCE POSITION
@STATrob
ORGANIC RANK OF SNIPPET
URLS HAS DROPPED
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11-20
January ‘16 November ‘17
A “PEOPLE ALSO ASK” BOX TAKES
SECOND PLACE 60% OF THE TIME.
@STATrob
@STATrob
RANK ON THE FIRST PAGE TO
HELP SECURE A SNIPPET.
99% of snippets are sourced from ranks 2–10.
TWEETABLE TIP
SERP FEATURES
VS. SNIPPETS
@STATrob
HOW OFTEN SERP FEATURES
APPEAR WITH SNIPPETS
38%
0%
20%
40%
60%
80%
Places Videos Images News Shopping PAA
64%
4%
1%
7%
2%1%
71%
4%3%
9%
19%
0%
43%
2%
10%
3%
19%
0%
22%
1%
5%
11%
14%
0%
Jan '16 Jul '16 Apr '17 Nov '17
VIDEO RESULTS ARE
GROWING & CHANGING
0%
20%
40%
60%
80%
Jan '16 Jul '16 Apr '17 Nov '17
14%
19% 19%
38%
2%
Videos
@STATrob
CONSIDER VIDEO AS ANOTHER
WAY TO ANSWER QUESTIONS.
Google is making a more video-prominent SERP,
especially where snippets are concerned.
TWEETABLE TIP
0%
20%
40%
60%
80%
PAA
64%
71%
43%
22%
Jan '16 Jul '16 Apr '17 Nov '17
FEATURED SNIPPETS & PAAS ARE BFFS
A double–snippet SERP.
@STATrob
LET PAAS INSPIRE YOUR
SNIPPET CONTENT.
Use the relationship between the two features to
your advantage.
TWEETABLE TIP
0%
20%
40%
60%
80%
71
1%0%0%0%
Jan '16 Jul '16 Apr '17 Nov '17
SNIPPETS ARE SHOWING
UP ON LOCAL SERPS
Places
@STATrob
FIND THE LINK BETWEEN
LOCAL QUERIES AND
FEATURED SNIPPETS.
And build out the appropriate content.
TWEETABLE TIP
FEATURED SNIPPET
FORMATTING
@STATrob
This is a “paragraph” snippet.
This is a “list” snippet.
This is a “table” snippet.
0%
20%
40%
60%
80%
100%
Paragraph List Table
8%
32%
60%
11%
29%
60%
16%
19%
63%
7%
11%
82%
Jan '16 Jul '16 Apr '17 Nov '17
HOW OFTEN WE SEE EACH TYPE OF SNIPPET
Just look at this hideous thing.
FEATURED SNIPPET
VOLATILITY
@STATrob
THE RESEARCH
• In April 2017 we ran our one million keywords.
• 232,451 returned featured snippets, which
we tracked for 19 more days.
• We measured the rate of appearance and
level of volatility.
@STATrob
VOLATILITY = DISAPPEARANCES,
REAPPEARANCES, OR URL
CHANGES.
@STATrob
BOOLEAN LOGIC IN ACTION
SNIPPET APPEARANCE VOLATILITY
DAY 1
DAY 2
DAY 3
DAY 4
DAY 5
cats.com
—
cats.com
—
—
0
1
1
1
0
68% OF SNIPPETS SHOWED
ZERO VOLATILITY.
They appeared every day for 20 days with
the same URL.
@STATrob
@STATrob
Appearance
Volatility
Number of keywords by volatility and appearance.
Score
THE NATURE OF
VOLATILITY
@STATrob
HOW VOLATILITY BEHAVES
0%
20%
40%
60%
80%
10%
16%
8%
67%
Only URL changes Only disappearances Disappearances &
reappearances
Disappearances & URL
changes + Disappearances,
reappearances & URL changes
@STATrob
Appearance
UniqueURLs
Number of unique URLs by appearance.
@STATrob
99% OF KEYWORDS RETURNED
UP TO THREE DIFFERENT
SNIPPET URLS.
76% returned only one.
@STATrob
TRACK DAILY TO SURFACE
YOUR COMPETITOR URLS.
Head to their pages to see how Google
interacts with their content.
TWEETABLE TIP
SPOTTING VOLATILITY
ON THE SERP
@STATrob
SNIPPET FORMATS RETURNED BY EACH KEYWORD
FORMATS NO VOLATILITY LOW VOLATILITY HIGH VOLATILITY
Only paragraphs 61.25%
26.92%
10.50%
0.80%
0.28%
0.26%
0.00%
49.48%
22.30%
6.99%
10.83%
4.74%
5.28%
0.28%
44.51%
20.03%
5.41%
15.39%
5.66%
7.63%
1.38%
Only lists
Paragraphs & lists
Paragraphs & tables
Lists & tables
Paragraphs, lists & tables
Only tables
@STATrob
KEEP TABS ON FORMAT TO
HELP IDENTIFY VOLATILE
SNIPPETS.
TWEETABLE TIP
0%
20%
40%
60%
80%
1 2 3 4 5 6 7 8 9 10 11-20
ORGANIC RANK OF SNIPPET URLS
No volatility Low volatility High volatility
Rank
@STATrob
UP YOUR ORGANIC RANK FOR A
BETTER SHOT AT SNIPPET
STABILITY.
TWEETABLE TIP
FEATURED SNIPPETS &
VOICE SEARCH
@STATrob
VOICE SEARCH IS HAVING
AN IMPACT ON FEATURED
SNIPPETS.
@STATrob
Search engines have evolved to understand natural language queries.
GOOGLE IS SURFACING
FEATURED SNIPPETS FOR
NATURAL LANGUAGE QUERIES.
@STATrob
The ratio of featured snippet keyword length to non-featured
snippet keyword length continues to grow.
DIGITAL ASSISTANTS TRANSLATE
SPOKEN COMMANDS INTO
WRITTEN QUERIES.
@STATrob
MACHINE LEARNING: THE GOOD
“What are the best
headphones for $100”
“What about wireless”
“I meant $100 Canadian”
[best wireless headphones for
$100 Canadian]
[best wireless headphones for $100]
[best headphones for $100]
COMMAND QUERY
COMMAND & QUERY 1 COMMAND & QUERY 2
“How do I bake a
bundt cake”
“How long will
it take”
“How long does
that take”
[how long does a
bundt cake take to
bake]
[how long does it
take to take a
bundt cake]
[how do I bake a
bundt cake]
MACHINE LEARNING: THE GETTING THERE
MACHINE LEARNING: THE GETTING THERE
COMMAND QUERY
“How do I bake a bundt cake”
“What kind of pan does it take”
“How much do those cost” [how much does bundt cake cost]
[what kind of pan for bundt cake]
[how do I bake a bundt cake]
MACHINE LEARNING: THE… WAIT WHAT?
“How do I bake a bundt cake”
“Does it take butter” [how do I bake a butter]
[how do I bake a bundt cake]
COMMAND QUERY
OPTIMIZE FOR VOICE SEARCH
BY CREATING SNIPPET CONTENT
FOR LONG-TAIL, NATURAL
LANGUAGE QUERIES.
@STATrob
TWEETABLE TIP
SEARCH INTENT ISN’T GOING
ANYWHERE.
@STATrob
IT’S NOW TIME TO LAYER IN
SEMANTIC INTENT.
@STATrob
RESEARCH THE TYPES OF
SNIPPETS APPEARING FOR
YOUR QUERIES THEN FORMAT
YOUR CONTENT TO MATCH.
@STATrob
TWEETABLE TIP
0%
20%
40%
60%
80%
100%
Does Cost
10%
1% 3%0.4%
88%
98%
Paragraph List Table
WORDS THAT PRODUCE MOSTLY
PARAGRAPH SNIPPETS
[how much do hoverboards cost]
WORDS THAT PRODUCE MOSTLY
LIST SNIPPETS
0%
20%
40%
60%
80%
100%
Best How to
0%
11%
68%
79%
32%
10%
Paragraph List Table
[best kitty names]
0%
20%
40%
60%
80%
100%
Rates Abbreviations
96%
54%
4%
15%
0%
31%
Paragraph List Table
WORDS THAT PRODUCE MOSTLY
TABLE SNIPPETS
[abbreviations for Canadian provinces]
WRAPPING IT UP
@STATrob
SNIPPETS SHOW UP A LOT
AND ARE MOSTLY STABLE.
@STATrob
The number of snippets continues to trend upwards.
A double–snippet SERP.
SNIPPETS ARE A CORNERSTONE
FOR VOICE SEARCH.
@STATrob
@STATrob
TRACK THE FEATURED SNIPPETS
IN YOUR QUERY SPACE.
TWEETABLE TIP
Download the updated findings, volatility whitepaper, and
presentation slides at getSTAT.com/searchlove.

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