This is the deck from a talk I originally gave at BrightonSEO 2016. It is based on the whitepaper that we released on the STAT website at https://getstat.com/blog/featured-snippets/
2. WHY FEATURED SNIPPETS?
They represent a valuable opportunity to drive organic
traffic for sites that are capable of getting them.
@STATrob
3. MAXIMUM AUTHORITY.
Appearing in a featured snippet gives your content a
big credibility boost in the mind of the searcher.
@STATrob
4. LEAPFROG THE COMPETITION.
By appearing in a featured snippet, you’re effectively
ranking at position zero. Above all other organics.
@STATrob
5. HUGE TRAFFIC VALUE.
Sites are seeing 20 - 30 percent increases in organic
traffic to URLs that appear in featured snippets.
@STATrob
6. WHAT’S ON THE AGENDA?
• Explain the research methodology
• Share the results of the research
• Provide tips for securing your own featured snippets
@STATrob
13. COLLECT ON-PAGE & OFF-SITE DATA.
We collected the top-10 ranking URLs for each SERP
where we found a featured snippet. This added up to
346,643 unique URLs!
@STATrob
14. FINALLY, WE ANALYZED IT ALL.
Tableau and Excel were our tools of choice.
@STATrob
19. This is a table featured snippet (with an image).
20. 27.58% OF SNIPPETS HAVE IMAGES
TYPE OF SNIPPET FREQUENCY OF IMAGES
Paragraph Snippets 28.40%
List Snippets 26.30%
Table Snippets 17.70%
21. FEATURED SNIPPETS & UNIVERSAL RESULTS
RESULT TYPE SNIPPET SERPS ALL SERPS
Places 0.00% 13.20%
Video 24.50% 20.50%
Images 13.90% 15.60%
News 5.40% 3.40%
Shopping 4.00% 1.70%
Twitter 0.00% 0.50%
22. FREQUENCY AT WHICH SNIPPETS ARE
SOURCED FROM EACH RANKING POSITION
0.00%
7.50%
15.00%
22.50%
30.00%
RANKING POSITION
1 2 3 4 5 6 7 8 9 10 11 12+
0.65%0.16%0.84%1.03%1.53%2.18%
4.02%
10.42%
12.88%
16.24%
20.46%
29.60%
27. HOW WE CALCULATED FREQUENCY
WORD TOTAL OCCURRENCE SNIPPET OCCURRENCE SNIPPET FREQUENCY
lasik 3 2 66%
surgery 2 1 50%
age 1 1 100%
for 1 1 100%
seattle 1 0 0%
cost 1 1 100%
42. USE OF <TABLE> TAGS
0.00%
12.50%
25.00%
37.50%
50.00%
featured snippets regular results
33.87%
41.23%
43. USE OF <OL> TAGS
0.00%
12.50%
25.00%
37.50%
50.00%
featured snippets regular results
30.97%
43.85%
44. MATCHING QUERY IN <H1> or <H2>
0.00%
2.50%
5.00%
7.50%
10.00%
featured snippets regular results
7.11%
8.62%
45. THERE’S JUST NOT ENOUGH TIME.
We also looked into social media and linking factors
that might influence featured snippets. Check the
white paper for that information.
@STATrob
46. OK, SO HOW DO I EARN
FEATURED SNIPEPTS?
@STATrob
47. #1: ANALYZE YOUR KEYWORD
OPPORTUNITIES.
Use tools like STAT, SEMRush, even Google Search
Console. Look for target keywords.
@STATrob
48. #2: CREATE STRATEGIC NEW
CONTENT TARGETED AT SNIPPETS.
Refer to our data on which words trigger featured
snippets. Look for ideas that make sense for your
vertical.
@STATrob
49. #3: BRING IN QUESTION AND
ANSWER FORMATTING.
When possible, devote a page to answering a single
question. Try to find ways to incorporate FAQs into
your content.
@STATrob
50. #4: SLICE UP YOUR COPY WITH
SUBHEADS, LISTS & TABLES.
Well structured page sections makes it easy for
Google to determine what content is most relevant to
a given search query.
@STATrob
51. #5: POLISH YOUR EXISTING
SNIPPETS FOR HIGHER CTR.
You can influence the display copy in an already
earned snippet to drive up your click throughs.
@STATrob
52. THANKS!
Watch out for our white paper in your email.
Get the data at getSTAT.com/data/fs
@STATrob