4. 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)
5. WE’RE SEEING MORE SNIPPETS THAN EVER
%ofSERPswithsnippets
0%
6.25%
12.5%
18.75%
25%
15%
9%
January (Desktop) July (Desktop)
19. 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)
20. 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)
21. 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)
22. 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)
23. TWEETABLE TIP
PLACES PACKS NEVER OCCUR
ALONGSIDE FEATURED SNIPPETS.
Local SEOs don’t get to play. Sorry. :(
@STATrob
25. HOW OFTEN DOES PEOPLE ALSO ASK APPEAR
WITH SNIPPETS?
0%
25%
50%
75%
100%
44%
22%
January (Desktop) July (Desktop)
26. HOW OFTEN DOES PEOPLE ALSO ASK APPEAR
WITH SNIPPETS? MOBILE VS. DESKTOP
0%
25%
50%
75%
100%
44%43%
July (Mobile) July (Desktop)
27. HOW OFTEN ARE SNIPPETS ALSO THE FIRST
PAA ANSWER?
0%
25%
50%
75%
100%
5%
24%
January (Desktop) July (Desktop)
28. HOW OFTEN ARE SNIPPETS ALSO THE FIRST
PAA ANSWER? MOBILE VS. DESKTOP
0%
25%
50%
75%
100%
5%
0%
July (Mobile) July (Desktop)
29. 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
38. SNIPPET FREQUENCY FOR “FINANCE” WORDS
salary
cost
refinancing
taxes
fees 58%
58%
46%
59%
68%
40%
36%
43%
57%
77%
January (Desktop)
July (Desktop)
39. 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)
41. 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
42. DESKTOP SNIPPET FORMAT FOR
“FINANCE” WORDS
salary
tuition
fees
33%
66%
58%
13%
1%
0%
53%
33%
42%
Paragraph
List
Table
43. MOBILE SNIPPET FORMAT FOR
“FINANCE” WORDS
salary
tuition
fees
32%
58%
52%
13%
1%
0%
55%
41%
48%
Paragraph
List
Table
44. DESKTOP SNIPPET FORMAT FOR
“SUBJECTIVE” WORDS
rankings
review
comparison
64%
87%
79%
11%
2%
20%
25%
10%
1%
Paragraph
List
Table
45. MOBILE SNIPPET FORMAT FOR
“SUBJECTIVE” WORDS
rankings
review
comparison
56%
72%
72%
14%
3%
27%
30%
26%
1%
Paragraph
List
Table
46. DESKTOP SNIPPET FORMAT FOR
“INFO/HELP” WORDS
course
programs
storage
8%
56%
56%
18%
25%
9%
74%
20%
35%
Paragraph
List
Table
47. MOBILE SNIPPET FORMAT FOR
“INFO/HELP” WORDS
course
programs
storage
12%
54%
49%
22%
27%
18%
66%
19%
33%
Paragraph
List
Table
62. DESKTOP SNIPPET FORMAT FOR
“GENERAL QUESTION” WORDS
does
what
how
2%
6%
3%
42%
4%
0%
56%
90%
96%
Paragraph
List
Table
63. MOBILE SNIPPET FORMAT FOR
“GENERAL QUESTION” WORDS
does
what
how
1%
6%
3%
43%
4%
0%
55%
89%
97%
Paragraph
List
Table
64. 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
65. TWEETABLE TIP
RESEARCH THE FEATURED
SNIPPETS IN EACH QUERY SPACE &
FORMAT YOUR CONTENT TO MATCH.
@STATrob
73. TWEETABLE TIP 2
PLACES PACKS NEVER OCCUR
ALONGSIDE FEATURED SNIPPETS.
Local SEOs don’t get to play. Sorry. :(
@STATrob
74. 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
75. TWEETABLE TIP 4
PAY ATTENTION TO KEYWORD
VARIANTS. SNIPPETS ONLY
APPEAR FOR SOME.
Your research just got harder. Sorry!
@STATrob
76. TWEETABLE TIP 5
REVIEWS AND OPINION BASED
CONTENT CAN NOW SNAG
SNIPPETS. GO AND GET ‘EM!
@STATrob
77. TWEETABLE TIP 6
YOU CAN STEAL WEAK SNIPPETS.
USE THE FORMAT GOOGLE REALLY
WANTS TO SEE FOR A QUERY.
@STATrob
78. TWEETABLE TIP 7
RESEARCH THE FEATURED
SNIPPETS IN EACH QUERY SPACE &
FORMAT YOUR CONTENT TO MATCH.
@STATrob
79. TWEETABLE TIP 8
LOOK FOR MISSING FEATURED
SNIPPETS IN OTHER MARKETS.
Create geographically relevant content to target them.
@STATrob