Google SEO Update: Featured Snippets No Longer Repeated

In the world of SEO, things are constantly changing. Google likes to keep us on our toes when it comes to getting the best results for our websites on those coveted top SERPs. That’s why we at Monumental make sure that we are always in the know. That’s how we remain the freshest growth marketing agency London has right now. We love to share our tips and tricks with you – if you missed last week’s blog, 3 Ways Digital PR and SEO Work Together, then be sure to check it out. 

SEO is our topic this week and the word on everyone’s lips is… *club 96*. Just kidding, it’s ‘snippet’. Danny Sullivan, Google’s public search liaison, has confirmed in a tweet that webpages in a featured snippet position will no longer be repeated in regular Page 1 organic listings. This might mean nothing to some of you, and induce panic in others. Don’t fear – we are here to set the record straight and make sure that you are well enough informed to continue your SEO efforts to best effect.


1. What on earth are you on about, Danny?

Danny says that the primary reason that featured snippets are no longer repeated is that it “declutters the results & helps users locate relevant information more easily.” It is clear that the priority at Google is with ease of use for the average user. This does mean that the SEOers out there can often bear the brunt of the change, however. While the user experience may improve, the change also now means that being in a featured snippet does less for SEO than before. This is because the link to the site in the featured snippet will go from being featured twice to once on SERPs. Hence, being in the featured snippet becomes slightly less of a coveted spot.

Having one’s site in the featured snippet is still beneficial, though. In fact, it is the equivalent to being ranked number 1 in the basic respect. So, don’t give up on featured snippets just yet, they are still beneficial.



2. What’s a featured snippet? I WANT ONE!

According to Search Engine Land, click-through rate (CTR) on a featured page increased from two percent to eight percent once it’s placed in an answer box, with revenue from organic traffic increasing by 677%. That’s a pretty colossal improvement and if that’s not incentive enough to strive for the top spot then we don’t know what is! If you are looking for in-depth help as to how to achieve goals such as these, then check out our SEO course.

But, for now, we’ll give you a few tips here. There are three types of featured snippet: paragraph, list and table. The most popular is the paragraph – this will often be in answer to a searched question. Evidence suggests that long tail keywords are more likely to trigger a featured snippet. In fact, in general, the longer the search query the higher the likelihood of a featured snippet appearing. Try and insert keywords that fit in with longer tail search queries to increase your chances of being featured. Software such as Serpstat will be helpful to find the best-performing search queries by whether they are linked to the presence of featured snippets.

Also, by identifying which keywords you are already ranking high for, you can get featured more easily after you optimise for snippets. If you look at Google Analytics Console, you will find the Search Analytics report of your top performing queries. You can narrow these to show only question type queries, and from there you can see what you should optimise for.

We hope you found this blog educational and interesting! If you have any further questions, then please do not hesitate to contact us. If you want to know more about SEO specifically, then check out our SEO course.

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