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Featured Snippets: The Achievable SERP Feature?
Emily Potter // Distilled //
@e_mpotter
Today I’m going to cover 3 things...
Intro Existing Studies My Own Study
What is a featured snippet?
What is a featured snippet?
Why do we like featured snippets?
Winning Featured Snippets:
Attempt #1
Found keywords with featured snippets
Included keywords in headings
Included keywords in headings
Included keywords in headings
Included keywords in headings
Turned content into lists
Turned content into lists
Turned content into lists
Turned prices into tables
Turned prices into tables
I will never know it this worked.
Google updated and took the
featured snippets away.
Lesson #1:
Google is the enemy.
Winning Featured Snippets:
Attempt #2
Focus more on competitors.
Are they answering the query better?
Are they answering the query better?
What format are they using?
Are they answering the query better?
What format are they using?
Are they using headings and we’re not?
Copy and pasting a competitor’s
heading that works!
Lesson #2:
Featured snippets are bullshit.
What’s not to like about
featured snippets?
Featured snippets steal clicks
ahrefs
Link here.
Featured snippets are reducing CTRs
Featured snippets increase no-click searches
29.8%
without clicks
Searches with
featured snippet
25.8%
without clicks
Searches without
featured snippets
Featured snippets create
confirmation bias
Emily Potter - Brighton SEO 2019 - Slideshare
Emily Potter - Brighton SEO 2019 - Slideshare
Featured snippets are
unsophisticated
Emily Potter - Brighton SEO 2019 - Slideshare
Emily Potter - Brighton SEO 2019 - Slideshare
I set out to prove
featured snippets are overrated.
Featured snippets increase CTR by over 114%
Link here.
Featured snippet increased sessions by 516%
Link here.
Luckily, these studies suck.
Issues with these studies
1. Misleading wording
Issues with these studies
1. Misleading wording
○ Reporting relative instead of absolute increase
“The CTR for high volume
keywords increased by over 114%”
Issues with these studies
1. Misleading wording
○ Reporting relative instead of absolute increase
○ Misleading headlines
Emily Potter - Brighton SEO 2019 - Slideshare
Issues with these studies
1. Misleading wording
2. No experiment control
Emily Potter - Brighton SEO 2019 - Slideshare
Emily Potter - Brighton SEO 2019 - Slideshare
Emily Potter - Brighton SEO 2019 - Slideshare
I decide to create my own study.
My research method
Research method - Hypothesis
Owning a featured snippet does not have a significant impact
on click-through-rates.
Research method - Data sources
Data sources - STAT
● When featured snippet appeared and if we owned it
● Base rank of our page
Research method - Data sources
Data sources - Google Search Console
● Click-through-rate (CTR)
● Only included queries with impressions > 60
3,834 data points
My findings
Featured snippets improve CTRs
For every organic position
Position 4 and up most likely to own them
Emily Potter - Brighton SEO 2019 - Slideshare
“For the top 5 results, backlinks and
other authority signals matter much
less for winning a featured snippet.”
Average rank with featured snippet
2.1
Average rank without featured snippet
3.3
Pages below rank 10 unlikely to own them
Emily Potter - Brighton SEO 2019 - Slideshare
CTR increase lower than existing studies
CTR increase lower than existing studies
Featured snippets work.
Monday morning actions
Monday morning actions
1. Find keywords you rank for with featured snippets
Monday morning actions
1. Find keywords you rank for with featured snippets
○ Avoid keywords with commercial intent
Monday morning actions
1. Find keywords you rank for with featured snippets
○ Avoid keywords with commercial intent
○ Flag where you rank higher than the current owner
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
○ Steal headings (especially when you rank higher)
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
○ Steal headings (especially when you rank higher)
○ Join two points together with “However”
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
3. Add on-page content for well performing pages
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
3. Add on-page content for well performing pages
4. Re-format your content to match that of current owner
Monday morning actions
1. Find keywords you rank for with featured snippets
2. Look for low hanging fruit
3. Add on-page content for well performing pages
4. Re-format your content to match that of current owner
○ Turn paragraphs into lists, lists into tables, etc.
Emily Potter
@e_mpotter

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Emily Potter - Brighton SEO 2019 - Slideshare

Editor's Notes

  1. First to do that,..... Finally I am going to conclude with some monday morning actions you can take away with you. “First, just in case there is anyone in the audience that does not already know, what is a featured snippet?”
  2. It stimulates their pheremones causing ‘a chemical reaction that gives the cat a sense of euphoria or overwhelming happiness’. “If we want to get a bit meta about this, we can ask Google what a featured snippet is”
  3. According to Google, when a user asks a question in Google we get this block at the top of the search results page. This block includes a summary of the answer extracted from the webpage, a link to the page, the page title and the URL. “Thank you Google. So, why do people like these things so much?”
  4. According to Google, people like featured snippets because they quickly answer the user’s query So great for users Being featured in a featured snippets means you get additional brand exposure in search results. “So now we’ve covered what they are, I am going to talk you through how I came to hate them”
  5. Process following best practice “Went into STAT”
  6. I got into STAT, find keywords that have snippets, make a list of what ones you own and what ones you don’t. SLOW DOWNNNNNN --- take the time to take someone through
  7. SAy I am Buzzfeed who ranks #1 -- show position one ... “I am convinced that this is my masterpiece”
  8. SAy I am Buzzfeed who ranks #1 -- show position one ... “I am convinced that this is my masterpiece”
  9. Reformatted H1s and content to answer user queries.
  10. Martha is rank 7 - show this in image
  11. Martha is rank 7 - show this in image
  12. Rank 7
  13. Ignore my shit CSS
  14. SAy I am Buzzfeed who ranks #1 ... “I am convinced that this is my masterpiece”
  15. I do this for every keyword on my list and try and find one thing different for each “Our lead consultant is like, Emily come on I need this task it’s just featured snippets for fucks sake”
  16. I do this for every keyword on my list and try and find one thing different for each “Our lead consultant is like, Emily come on I need this task it’s just featured snippets for fucks sake”
  17. Featured snippets are bullshit. “And there are plenty of reasons beside them being unsophiscated to hate them”
  18. “This time instead of just following best practice, I take more of a competitor analysis approach” -This section needs more sign posting
  19. I do this for every keyword on my list and try and find one thing different for each “Our lead consultant is like, Emily come on I need this task it’s just featured snippets for fucks sake”
  20. I do this for every keyword on my list and try and find one thing different for each “Our lead consultant is like, Emily come on I need this task it’s just featured snippets for fucks sake”
  21. After all this time, I spent hours on everything da da da The thing that takes me 10 minutes, and requires no thought, not any of the other genius recommendations that I came up with “This leads me to my next conclusion”
  22. Featured snippets are bullshit. “And there are plenty of reasons beside them being unsophiscated to hate them”
  23. The first is that featured snippets have a negative impact on SERPs “There’s this study conducted by ahrefs”
  24. The first is that featured snippets have a negative impact on SERPs “There’s this study conducted by ahrefs”
  25. “The other thing is that”
  26. READ THE GREY PART NOT THE GREEN make own graph with their numbers sack off the green…. No snip with snip
  27. “Featured snippets lead to confirmation bias” -bearded dragon is a type of lizard
  28. Problem with confirmation bias
  29. “And also, as the example of me being able to just copy and paste our competitors H1 shows,”
  30. Featured snippets are really unsophisticated For example, mother’s day is comign up in the US. If you haven’t realised already I’m American. “I wanted some help writing a card for her”
  31. “If I was less imaginiative” For mother or friend? Uh right. Thanks Google. Or you know, we all have a preferred way to get rid of hiccups “Mine is….Google’s however, is to”
  32. To have an orgasm or a rectal massage.
  33. So at this point, I decided you know what, I am going to do something controversial. I am going to become a thought leader in our fieldand prove that these things are in fact overrated Not only is it a waste of time to try and win featured snippets because it doesn’t even work half of the time anyways. Even when you win them it doesn’t help your traffic, because people stop clicking through. “The first thing I do is I go and see if there’s any existing research out tehre on this. The first study I see is from hubspot”
  34. “And then there’s this study from Search Engine Land”
  35. “Uhh….”
  36. I dig into them a little bit deeper and there’s a couple issues “The first is that they use misleading wording”
  37. “Going back to the HubSpot study it claims
  38. “Going back to the HubSpot study it claims
  39. CTR 114% - they’re talking about the relative and I am talking about percentage point difference “Let’s look at what they actually say”
  40. “Going back to the HubSpot study it claims
  41. Sounds way more insane We see this in medical reporting a lot, e.g. something that increases your risk of cancer from 0.1% to 0.2% could be reported as increasing your likelihood by 100% Had that didn’t. “The other problem is that there was no experiment control in either of these studies”
  42. So again, HubSpot “we can see “
  43. They included low volume keywords which are suceptible to inflated CTRs “With SEL they claimed”
  44. June won featured snippet see huge increase “But then they also show this image about their ranking over this time period” Add search engline land logo
  45. “All of this means for me is that”
  46. I decide to create my own study. I thought instead of spend another 10 hours trying to win featured snippets for another client, I would spend another 50 trying to make my case for why I should never have to do this again.
  47. “Here is what I did”
  48. “Read it”
  49. Date sources I used “The other data source I used was Google Search Console”
  50. Small text too much text -- break this into three slides
  51. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet. Fix alignment
  52. NOTES ON SLIDE USE: As with the title slides, this comes in the four Distilled colours, plus dark grey.
  53. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet. Either or label or explain axis
  54. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet. Either or label or explain axis
  55. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet.
  56. Break this down - the 114% comes from the difference between those two points at the end These are those with vs those without, so not what they’re claiming.
  57. Talk over this about the problems - (1) when you go into this study,
  58. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet.
  59. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet.
  60. In every position, urls with a featured snippet had a higher CTR than urls without a featured snippet.
  61. 20% increase
  62. Increase font size on axis -Flag something different
  63. Looking at this with just one specific client (more like for like)
  64. Move this above the conclusions
  65. If they had featured snippets, they were owned by informative pages Often, these SERPs were updated to include features like Google Shopping and Local Packs instead
  66. If they had featured snippets, they were owned by informative pages Often, these SERPs were updated to include features like Google Shopping and Local Packs instead
  67. Featured snippets are not sophisticated, often this simple change made the difference
  68. Featured snippets are not sophisticated, often this simple change made the difference
  69. Add distilled logo and pause for longer on this slide