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GOOGLE RICH ANSWERSWhy They Can No Longer Be Ignored
SEO and Content Manager
@seanbutcher
ABOUT MESean Butcher
WHAT ARE RICH ANSWERS?
“A ‘rich answer’ is any attempt by Google to answer the searcher’s query in search results in a way not requiring a click through to a website.” - Eric Enge
Read this at: https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
EVENTS
KEY DATES
TABLES
PEOPLE
MAPS
CAROUSELS
These use ‘s own data or trusted sources
WE’RE GOING TO FOCUS ON...
FEATURED SNIPPETS (3rd PARTY)
WE KNOW THEY ARE GROWING
CHECK OUT THIS awesome study
https://www.stonetemple.com/the-growth-of-rich-answers-in-googles-search-results/
Dec 2014 vs Jul 2015: 855,243 queries
July 2015December 2014
Source: stonetemple.com
Overall Growth in Rich Answers
22.6%
31.2%35%
30%
25%
20%
15%
10%
5%
0%
PREDICTED TO BE 40% BY END OF 2015
75% OF RICH ANSWERS ARE FEATURED SNIPPETS
WHY ARE THEY GROWING?
KNOWLEDGE GRAPH
CONVERSATIONAL SEARCH HABITS
VOICE SEARCH
WHY WE NEED TO BE TAKING NOTE
NOT EVERYONE IS HAPPY ABOUT THEM
Read this at: http://googlepolicyeurope.blogspot.com.br/2014/09/we-built-google-for-users-not-websites.html
We built Google for users, not websites - Eric Schmidt
See patent at - https://www.google.com/patents/US8819006
GOOGLE PATENT
VISUALLY APPEALING
Source: http://blog.optimaltargeting.com/2013/08/infographics-the-future-of-marketing/
BRAIN PROCESSES VISUALS 60,000x FASTER THAN TEXT
CONTENT WITH RELEVANT VISUALS RECEIVES 94% MORE VIEWS
Source: https://blog.bufferapp.com/a-complete-guide-to-creating-awesome-visual-content
Confluent Forms case study - ‘What is a RFP’ - http://searchengineland.com/get-featured-snippets-site-224959
BIG BOOST IN CTR
Study by Ben Goodsell, read at - http://searchengineland.com/seo-featured-snippets-leads-big-gains-236212
FURTHER EVIDENCE
PERIOD GOOGLE ORGANIC SESSIONS TO LANDING PAGE
4 months before Quick Answer visibility 139,758
4 months after Quick Answer visibility 861,385
CHANGE 516.34%
DON’T NEED TO BE ORGANIC #1
SO HOW DO YOU ACHIEVE A FEATURED SNIPPET?
Review in full at: https://support.google.com/webmasters/answer/6229325?hl=en
GOOGLE’S ADVICE
ERIC ENGE’S ADVICE
Identify a simple question1
Provide a direct answer2
Offer valued added info3
Make it easy for users (and Google) to find4
I CARRIED OUT A SMALL STUDY - 200
‘HOW’, ‘WHAT’, ‘WHERE’, ‘WHY’ QUERIES
METRICS I LOOKED AT
The page with the highest DA in search result
The page with the most links in the search
result
DA, PA and links to
snippet page
Organic ranking of snippet page
(2)
ORGANIC POSITIONAL SPREAD OF SNIPPET PAGE
DOMAIN AUTHORITY OF SNIPPET
WITH PAGE AUTHORITY...
% OF RESULTS WHERE SNIPPET HAS HIGHEST DA
Snippets DA: 74
Search result with highest DA
DA: 97
AVERAGE DA - SNIPPET vs HIGHEST IN RESULT
EXTERNAL LINKS TO SNIPPET
MOST LINKED TO ORGANIC RESULT
% OF RESULTS WHERE SNIPPET HAS HIGHEST NUMBER OF LINKS
WHAT ABOUT THE CONTENT?
WHEN DO THE TRAINS STOP RUNNING IN LONDON
VISIT LONDON: ANSWER TO QUESTION AT TOP OF PAGE
VISIT LONDON: LOTS OF FURTHER INFO PROVIDED
TFL: NO ANSWER PROVIDED ON RESULT PAGE
TFL: INFO ON DOWNLOAD THOUGH NOT USER-FRIENDLY
HOW TO APPLY SUNSCREEN
AAD: NICE BIG VIDEO & CLEAR, BULLETED TEXT TRANSCRIPT
NHS: VIDEO SMALLER, TRANSCRIPT HIDDEN & LESS CLEAR
THE FUTURE
SNIPPET TRACKING IN SEARCH CONSOLE
Source: https://www.seroundtable.com/google-featured-snippets-real-time-21375.html
EVEN FASTER UPDATES
https://www.seroundtable.com/google-schema-featured-snippets-21133.html
https://support.google.com/webmasters/answer/6229325?hl=en
SCHEMA?
NOT ALL PERFECT YET!
http://searchengineland.com/swapped-losing-google-featured-snippet-case-study-228899
https://www.semrush.com/blog/how-to-discover-and-track-featured-snippets/
http://www.hmtweb.com/marketing-blog/featured-snippets-from-seo-sem-industry/
ENJOY THIS FURTHER READING...
@seanbutcher
THANKS FOR LISTENING!