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TAKING THE TOP SPOT How to earn more featured snippets
@STATrob #StateOfSearch
Featured snippets are a super interesting phenomenon.
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)
WE’RE SEEING MORE SNIPPETS THAN EVER%
of S
ERPs
with
sni
ppet
s
0%
6.25%
12.5%
18.75%
25%
15%
9%
January (Desktop) July (Desktop)
MOBILE VS. DESKTOP%
of S
ERPs
with
sni
ppet
s
0%
6.25%
12.5%
18.75%
25%
15%17%
July (Mobile) July (Desktop)
AND THEY’RE WORTH MORE THAN EVERTo
tal C
PC
$0
$1,000,000
$2,000,000
$3,000,000
$4,000,000
$3,087,960
$1,750,392
January July
SNIPPET TYPES
@STATrob
This is a “paragraph” snippet.
This is a “table” snippet.
This is a “list” snippet.
HOW OFTEN DID WE SEE EACH SNIPPET TYPE?
Paragraphs
Lists
Tables16%
19%
63%
7%
10%
81%
January (Desktop)July (Desktop)
HOW OFTEN DID WE SEE EACH SNIPPET TYPE? MOBILE VS. DESKTOP
Paragraphs
Lists
Tables16%
19%
63%
17%
20%
64%
July (Mobile)July (Desktop)
THE FORMAT OF YOUR CONTENT DETERMINES THE FORMAT OF THE FEATURED SNIPPET.
@STATrob
WHICH FEATURED SNIPPETS HAVE IMAGES?
Paragraphs
Lists
Tables4%
6%
20%
18%
26%
28%
January (Desktop)July (Desktop)
WHICH FEATURED SNIPPETS HAVE IMAGES? MOBILE VS. DESKTOP
Paragraphs
Lists
Tables4%
6%
20%
2%
4%
13%
July (Mobile)July (Desktop)
WIKIPEDIA OWNS 15% OF ALL SNIPPETS WITH IMAGES Images are in 36% of Wikipedia’s featured snippets.
@STATrob
UNIVERSAL RESULTS
@STATrob
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)
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)
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)
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)
TWEETABLE TIP
PLACES PACKS NEVER OCCUR ALONGSIDE FEATURED SNIPPETS. Local SEOs don’t get to play. Sorry. :(
@STATrob
PEOPLE ALSO ASK
@STATrob
HOW OFTEN DOES PEOPLE ALSO ASK APPEAR WITH SNIPPETS?
0%
25%
50%
75%
100%
44%
22%
January (Desktop) July (Desktop)
HOW OFTEN DOES PEOPLE ALSO ASK APPEAR WITH SNIPPETS? MOBILE VS. DESKTOP
0%
25%
50%
75%
100%
44%43%
July (Mobile) July (Desktop)
HOW OFTEN ARE SNIPPETS ALSO THE FIRST PAA ANSWER?
0%
25%
50%
75%
100%
5%
24%
January (Desktop) July (Desktop)
HOW OFTEN ARE SNIPPETS ALSO THE FIRST PAA ANSWER? MOBILE VS. DESKTOP
0%
25%
50%
75%
100%
5%0%
July (Mobile) July (Desktop)
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
KEYWORDS MATTER
@STATrob
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
TWEETABLE TIP
PAY ATTENTION TO KEYWORD VARIANTS. SNIPPETS ONLY APPEAR FOR SOME. Your research just got harder. Sorry!
@STATrob
COMMON SNIPPET QUERY TYPESQUERY 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%
COMMON SNIPPET QUERY TYPESQUERY TYPE JULY (Mobile) JULY (Desktop)
FINANCIAL 54% 54%
MATHEMATIC 53% 56%
REQUIREMENTS 49% 56%
HEALTH 30% 52%
DIY/PROCESS 31% 58%
UNCOMMON SNIPPET QUERY TYPESQUERY 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%
UNCOMMON SNIPPET QUERY TYPESQUERY 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%
TWEETABLE TIP
REVIEWS AND OPINION BASED CONTENT CAN NOW SNAG SNIPPETS. GO AND GET ‘EM!
@STATrob
SNIPPET FREQUENCY FOR “FINANCE” WORDS
salary
cost
refinancing
taxes
fees 58%
58%
46%
59%
68%
40%
36%
43%
57%
77%
January (Desktop)July (Desktop)
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)
SNIPPET FORMATS VS. QUERY TYPES
@STATrob
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
DESKTOP SNIPPET FORMAT FOR “FINANCE” WORDS
salary
tuition
fees33%
66%
58%
13%
1%
0%
53%
33%
42%
ParagraphListTable
MOBILE SNIPPET FORMAT FOR “FINANCE” WORDS
salary
tuition
fees32%
58%
52%
13%
1%
0%
55%
41%
48%
ParagraphListTable
DESKTOP SNIPPET FORMAT FOR “SUBJECTIVE” WORDS
rankings
review
comparison64%
87%
79%
11%
2%
20%
25%
10%
1%
ParagraphListTable
MOBILE SNIPPET FORMAT FOR “SUBJECTIVE” WORDS
rankings
review
comparison56%
72%
72%
14%
3%
27%
30%
26%
1%
ParagraphListTable
DESKTOP SNIPPET FORMAT FOR “INFO/HELP” WORDS
course
programs
storage8%
56%
56%
18%
25%
9%
74%
20%
35%
ParagraphListTable
MOBILE SNIPPET FORMAT FOR “INFO/HELP” WORDS
course
programs
storage12%
54%
49%
22%
27%
18%
66%
19%
33%
ParagraphListTable
[course requirements for physical therapy]
[texas approved driver safety course]
[medical school course requirements]
THIS IS A WEAK SNIPPET. It’s evident that Google prefers tables in this query space, so optimize your content with tables.
@STATrob
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
[main insurance companies]
[RN salary los angeles]
[best miles reward credit card]
[online nursing schools]
[online accredited christian colleges]
There’s data missing from the snippet, and they’re using <div>!
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
TWEETABLE TIP
YOU CAN STEAL WEAK SNIPPETS. USE THE FORMAT GOOGLE REALLY WANTS TO SEE FOR A QUERY.
@STATrob
WHAT ABOUT THE OTHER SNIPPET TYPES?
@STATrob
DESKTOP SNIPPET FORMAT FOR “GENERAL QUESTION” WORDS
does
what
how2%
6%
3%
42%
4%
0%
56%
90%
96%
ParagraphListTable
MOBILE SNIPPET FORMAT FOR “GENERAL QUESTION” WORDS
does
what
how1%
6%
3%
43%
4%
0%
55%
89%
97%
ParagraphListTable
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
TWEETABLE TIP
RESEARCH THE FEATURED SNIPPETS IN EACH QUERY SPACE & FORMAT YOUR CONTENT TO MATCH.
@STATrob
I SENSE A GOLD RUSH COMING.
@STATrob
[online nursing schools] in USA (Google.com)
[online nursing schools] in Canada (Google.ca)
TWEETABLE TIP
LOOK FOR MISSING FEATURED SNIPPETS IN OTHER MARKETS. Create geographically relevant content to target them.
@STATrob
WRAPPING IT UP
@STATrob
FEATURED SNIPPETS AREN’T GOING ANYWHERE. They’re a corner-stone of Google’s strategy for mobile and voice search.
@STATrob
TWEETABLE TIP 1
YOU HAVE TO USE A TOOL TO TRACK FEATURED SNIPPETS.
@STATrob
TWEETABLE TIP 2
PLACES PACKS NEVER OCCUR ALONGSIDE FEATURED SNIPPETS. Local SEOs don’t get to play. Sorry. :(
@STATrob
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
TWEETABLE TIP 4
PAY ATTENTION TO KEYWORD VARIANTS. SNIPPETS ONLY APPEAR FOR SOME. Your research just got harder. Sorry!
@STATrob
TWEETABLE TIP 5
REVIEWS AND OPINION BASED CONTENT CAN NOW SNAG SNIPPETS. GO AND GET ‘EM!
@STATrob
TWEETABLE TIP 6
YOU CAN STEAL WEAK SNIPPETS. USE THE FORMAT GOOGLE REALLY WANTS TO SEE FOR A QUERY.
@STATrob
TWEETABLE TIP 7
RESEARCH THE FEATURED SNIPPETS IN EACH QUERY SPACE & FORMAT YOUR CONTENT TO MATCH.
@STATrob
TWEETABLE TIP 8
LOOK FOR MISSING FEATURED SNIPPETS IN OTHER MARKETS. Create geographically relevant content to target them.
@STATrob
Download the whitepaper, data set, and slides at getSTAT.com/stateofsearch
