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Deep diving into featured snippets: How to earn more and rise to the top.

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This is the deck from a talk I originally gave at BrightonSEO 2016. It is based on the whitepaper that we released on the STAT website at https://getstat.com/blog/featured-snippets/

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Deep diving into featured snippets: How to earn more and rise to the top.

  1. 1. DEEP DIVING INTO FEATURED SNIPPETS: How to earn more and rise to the top of the SERPs
  2. 2. WHY FEATURED SNIPPETS? They represent a valuable opportunity to drive organic traffic for sites that are capable of getting them. @STATrob
  3. 3. MAXIMUM AUTHORITY. Appearing in a featured snippet gives your content a big credibility boost in the mind of the searcher. @STATrob
  4. 4. LEAPFROG THE COMPETITION. By appearing in a featured snippet, you’re effectively ranking at position zero. Above all other organics. @STATrob
  5. 5. HUGE TRAFFIC VALUE. Sites are seeing 20 - 30 percent increases in organic traffic to URLs that appear in featured snippets. @STATrob
  6. 6. WHAT’S ON THE AGENDA? • Explain the research methodology • Share the results of the research • Provide tips for securing your own featured snippets @STATrob
  7. 7. THE DATA @STATrob
  8. 8. FIRST, COLLECT 1,000,000 QUERIES. We took the 1 million queries with highest CPC from the GrepWords database by Russ Jones @ Moz. @STATrob
  9. 9. NEXT, COLLECT 1,000,000 SERPS. We used STAT to grab the 1,000,000 SERPs for each query in our list. @STATrob
  10. 10. Here is an example of a featured snippet.
  11. 11. Not to be confused with a knowledge graph snippet.
  12. 12. 93,832 FEATURED SNIPPETS. @STATrob
  13. 13. COLLECT ON-PAGE & OFF-SITE DATA. We collected the top-10 ranking URLs for each SERP where we found a featured snippet. This added up to 346,643 unique URLs! @STATrob
  14. 14. FINALLY, WE ANALYZED IT ALL. Tableau and Excel were our tools of choice. @STATrob
  15. 15. MANY TYPES OF SNIPPETS. MANY TYPES OF SERPS. @STATrob
  16. 16. FEATURED SNIPPET FORMATTING TYPE OF SNIPPET % OF TOTAL SNIPPETS Paragraph Snippets 81.95% List Snippets 10.77% Table Snippets 7.28%
  17. 17. This is a paragraph featured snippet.
  18. 18. This is a list featured snippet.
  19. 19. This is a table featured snippet (with an image).
  20. 20. 27.58% OF SNIPPETS HAVE IMAGES TYPE OF SNIPPET FREQUENCY OF IMAGES Paragraph Snippets 28.40% List Snippets 26.30% Table Snippets 17.70%
  21. 21. FEATURED SNIPPETS & UNIVERSAL RESULTS RESULT TYPE SNIPPET SERPS ALL SERPS Places 0.00% 13.20% Video 24.50% 20.50% Images 13.90% 15.60% News 5.40% 3.40% Shopping 4.00% 1.70% Twitter 0.00% 0.50%
  22. 22. FREQUENCY AT WHICH SNIPPETS ARE SOURCED FROM EACH RANKING POSITION 0.00% 7.50% 15.00% 22.50% 30.00% RANKING POSITION 1 2 3 4 5 6 7 8 9 10 11 12+ 0.65%0.16%0.84%1.03%1.53%2.18% 4.02% 10.42% 12.88% 16.24% 20.46% 29.60%
  23. 23. INFLUENCE OF CPC 0.00% 3.00% 6.00% 9.00% 12.00% CPC RANGE $9.55+ $10.20+ $10.95+ $11.88+ $13.11+ $14.60+ $16.57+ $19.57+ $24.61+ $34.89+ 7.65% 9.28%9.54%9.62%9.64%9.71%9.60%9.37%9.25%9.19%
  24. 24. INFLUENCE OF SEARCH VOLUME 0.00% 4.00% 8.00% 12.00% 16.00% RANKING POSITION 10 20 30 40 50 60-90 100-140 150-320 330-27M 15.20% 12.60% 11.10% 10.10% 9.30% 8.70% 8.20% 7.70% 5.90%
  25. 25. INFLUENCE OF WORD COUNT 0.00% 7.50% 15.00% 22.50% 30.00% RANKING POSITION 1 2 3 4 5 6+ 24.54% 12.19% 7.58% 6.66% 9.26% 10.49%
  26. 26. WORDS THAT TRIGGER FEATURED SNIPPETS @STATrob
  27. 27. HOW WE CALCULATED FREQUENCY WORD TOTAL OCCURRENCE SNIPPET OCCURRENCE SNIPPET FREQUENCY lasik 3 2 66% surgery 2 1 50% age 1 1 100% for 1 1 100% seattle 1 0 0% cost 1 1 100%
  28. 28. “math” or “finance” words like [salary].
  29. 29. FINANCIAL AND MATH WORDS WORD FREQUENCY average 77.71% salary 76.84% many 72.06% much 69.95% deductible 60.32% cost 50.64%
  30. 30. “time” related-words like [often]
  31. 31. TIME WORDS WORD FREQUENCY often 73.38% years 69.42% deadline 60.11% last 48.06% when 47.89% age 44.44%
  32. 32. “health” & “healthcare” related-words like [symptoms]
  33. 33. HEALTH & HEALTHCARE WORDS WORD FREQUENCY psychologist 55.85% eat 50.00% symptoms 47.10% burn 45.61% hurt 45.53% calories 45.21%
  34. 34. “general questions” & “transition” related-words like [definition]
  35. 35. GENERAL QUESTIONS & TRANSITION WORDS WORD FREQUENCY forming 75.00% does 79.94% become 63.46% cause 61.57% definition 60.41% removing 54.00%
  36. 36. “DIY process” related-words like [faucet]
  37. 37. DIY PROCESS WORDS WORD FREQUENCY faucet 62.50% fixing 59.26% replacing 58.78% clogged 58.55% recover 56.05% remove 55.99%
  38. 38. LOCATION WORDS WORD FREQUENCY san 0.56% vegas 0.55% diego 0.50% denver 0.43% austin 0.38% las 0.34%
  39. 39. SUBJECTIVE WORDS WORD FREQUENCY free 1.58% rankings 0.92% comparison 0.19% review 0.14% good 0.05% best 0.00%
  40. 40. IMAGE/VIDEO WORDS WORD FREQUENCY videos 1.78% photo 1.77% picture 1.50% pictures 1.20% photos 1.10% logo 0.88%
  41. 41. ON-PAGE FACTORS @STATrob
  42. 42. USE OF <TABLE> TAGS 0.00% 12.50% 25.00% 37.50% 50.00% featured snippets regular results 33.87% 41.23%
  43. 43. USE OF <OL> TAGS 0.00% 12.50% 25.00% 37.50% 50.00% featured snippets regular results 30.97% 43.85%
  44. 44. MATCHING QUERY IN <H1> or <H2> 0.00% 2.50% 5.00% 7.50% 10.00% featured snippets regular results 7.11% 8.62%
  45. 45. THERE’S JUST NOT ENOUGH TIME. We also looked into social media and linking factors that might influence featured snippets. Check the white paper for that information. @STATrob
  46. 46. OK, SO HOW DO I EARN FEATURED SNIPEPTS? @STATrob
  47. 47. #1: ANALYZE YOUR KEYWORD OPPORTUNITIES. Use tools like STAT, SEMRush, even Google Search Console. Look for target keywords. @STATrob
  48. 48. #2: CREATE STRATEGIC NEW CONTENT TARGETED AT SNIPPETS. Refer to our data on which words trigger featured snippets. Look for ideas that make sense for your vertical. @STATrob
  49. 49. #3: BRING IN QUESTION AND ANSWER FORMATTING. When possible, devote a page to answering a single question. Try to find ways to incorporate FAQs into your content. @STATrob
  50. 50. #4: SLICE UP YOUR COPY WITH SUBHEADS, LISTS & TABLES. Well structured page sections makes it easy for Google to determine what content is most relevant to a given search query. @STATrob
  51. 51. #5: POLISH YOUR EXISTING SNIPPETS FOR HIGHER CTR. You can influence the display copy in an already earned snippet to drive up your click throughs. @STATrob
  52. 52. THANKS! Watch out for our white paper in your email. Get the data at getSTAT.com/data/fs @STATrob

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