Owning the Answer Box, Knowledge Graph and Featured Snippets
Rich Answers & Featured Snippets in Search
Transcript of Rich Answers & Featured Snippets in Search
@stonetemple / +Eric Enge www.stonetemple.com
Google’s Rich Answers and Featured Snippets
@stonetemple / +Eric Enge www.stonetemple.com
Who Am I?
Columnist & Contributor
CEO & Founder
50+ person Digital Marketing and SEO agency
Lead Co-Author
@stonetemple / +Eric Enge www.stonetemple.com
Little Known Fact
I had Brain Surgery in 2003
@stonetemple / +Eric Enge www.stonetemple.com
Nope – Didn’t Get a USB Slot Installed
@stonetemple / +Eric Enge www.stonetemple.com
“The destiny of [Google’s search engine] is to become that Star Trek computer, and that’s what we are building.”
Google’s Amit Singhal
@stonetemple / +Eric Enge www.stonetemple.com
Examples of Rich Answers
@stonetemple / +Eric Enge www.stonetemple.com
Apples vs Oranges
@stonetemple / +Eric Enge www.stonetemple.com
Small Changes in Queries Bring Very Different
Results
@stonetemple / +Eric Enge www.stonetemple.com
Featured Snippets Are Drawn From
Websites
@stonetemple / +Eric Enge www.stonetemple.com
Example Sequence
@stonetemple / +Eric Enge www.stonetemple.com
Who Is Tom Brady?
@stonetemple / +Eric Enge www.stonetemple.com
Where Was He Born?
@stonetemple / +Eric Enge www.stonetemple.com
How Tall is He?
@stonetemple / +Eric Enge www.stonetemple.com
Does He Have
Children?
@stonetemple / +Eric Enge www.stonetemple.com
Who is His Spouse?
@stonetemple / +Eric Enge www.stonetemple.com
When is His Next Game?
@stonetemple / +Eric Enge www.stonetemple.com
Let’s Look At Some Data!
@stonetemple / +Eric Enge www.stonetemple.com
We Conducted a Massive Study
@stonetemple / +Eric Enge www.stonetemple.com
Increase in Rich Answers of 38%!
Overall Growth in Rich Answers
@stonetemple / +Eric Enge www.stonetemple.com
Includes a Table
1,285 exampl
es found
22,607 examples
found
Increased 12x!
@stonetemple / +Eric Enge www.stonetemple.com
220 examples
found
Up 110%
Movie and Menu Results – Shows Tabs
@stonetemple / +Eric Enge www.stonetemple.com
Question Only Partially Answered
12,884 examples
found
Up 17%
Ellipses
@stonetemple / +Eric Enge www.stonetemple.com
Complete List Result With Link to Source
All List Results
include a link to
the source
8,829 examples
found
Up 55%
@stonetemple / +Eric Enge www.stonetemple.com
Has a Form
20,657 examples
found
Up 162%
@stonetemple / +Eric Enge www.stonetemple.com
Includes a Chart
13,669 examples
found
Up Over 200X!
@stonetemple / +Eric Enge www.stonetemple.com
Includes Link to Follow On Actions
172 examples
foundUp 55%
@stonetemple / +Eric Enge www.stonetemple.com
Is Google Providing Proper Attribution?
Why Do Some Have No Attribution?
1.Nearly All Cases are Public Domain Data
2.Some Cases of Licensed Data as Well
67.5% Do Include
AttributionDown 9.7%
32.5% Do Not
Include Attributio
n
@stonetemple / +Eric Enge www.stonetemple.com
Don’t Build an SEO Strategy Based on
Public Domain Data
@stonetemple / +Eric Enge www.stonetemple.com
Google Makes Mistakes
@stonetemple / +Eric Enge www.stonetemple.com
@stonetemple / +Eric Enge www.stonetemple.com
@stonetemple / +Eric Enge www.stonetemple.com
@stonetemple / +Eric Enge www.stonetemple.com
The Rich Get Richer?
@stonetemple / +Eric Enge www.stonetemple.com
Google Uses Many Domains With Lower Authority
54.0% of Domains
Used Have a Domain
Authority Less Than 60
@stonetemple / +Eric Enge www.stonetemple.com
Domain Authority of 47
@stonetemple / +Eric Enge www.stonetemple.com
Jumped Over Wikipedia!
@stonetemple / +Eric Enge www.stonetemple.com
Simple Clear Answer to the Question
@stonetemple / +Eric Enge www.stonetemple.com
Got The Rich Answer
Lost The Rich Answer
@stonetemple / +Eric Enge www.stonetemple.com
Title Tag Entices Click
Through
@stonetemple / +Eric Enge www.stonetemple.com
Domain Authority of
38
@stonetemple / +Eric Enge www.stonetemple.com
More Items Will Drive More
Clicks
@stonetemple / +Eric Enge www.stonetemple.com
Ranks Number 5 Normally
@stonetemple / +Eric Enge www.stonetemple.com
Simple Direct Answer to the
Question
@stonetemple / +Eric Enge www.stonetemple.com
Got The Rich Answer
@stonetemple / +Eric Enge www.stonetemple.com
How Can I Get Me Some?
Yes, We Ran a Test
@stonetemple / +Eric Enge www.stonetemple.com
How To Implement a NoFollow?
We Started With a List of Common Questions
How To Implement a NoIndex Tag?
How To Implement a Rel Alternate Tag?
How To Implement a Rel Canonical?
How To Implement a Vary:User Agent Header?
@stonetemple / +Eric Enge www.stonetemple.com
We Published 5 New Pages on May 20th
@stonetemple / +Eric Enge www.stonetemple.com
We Included Transcripts With an Outline of Clear
Steps
@stonetemple / +Eric Enge www.stonetemple.com
The Content Provided a Lot More Info Than Just
the “How To”
@stonetemple / +Eric Enge www.stonetemple.com
We Shared One of The URLs on Google+
@stonetemple / +Eric Enge www.stonetemple.com
We Submitted the URLs in Search Console
@stonetemple / +Eric Enge www.stonetemple.com
Bingo!Saw This
Within 3 Days of Publishing the Content
@stonetemple / +Eric Enge www.stonetemple.com
Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3
@stonetemple / +Eric Enge www.stonetemple.com
Schema Not Required
@stonetemple / +Eric Enge www.stonetemple.com
FAQ Pages Not a Good
Format to Use For This
@stonetemple / +Eric Enge www.stonetemple.com
Eric [email protected]
@stonetemple+Eric Enge
(508) 962-8474www.stonetemple.com
Thank You!