Google has been developing rich answers and featured snippets to help people to get direct answers to their questions in the search results. In this presentation, you will learn how rich answers and featured snippets have grown, and how you can get featured snippets that drive traffic for your site. This deck was presented at Pubcon Austin by Eric Enge, Stone Temple Consulting’s CEO. Get Eric's complete study on how Google is using these features at stonet.co/featured-snippets-ss

1. Eric Enge @stonetemple / +Eric Enge
Google’s Rich Answers and
Featured Snippets

2. Eric Enge @stonetemple / +Eric Enge
Nationalselfrelianceassociation.com
FIRE …
I walked
barefoot
across hot
coals for 25
feet in
October
2010

3. Eric Enge @stonetemple / +Eric Enge
… AND ICE
ntier.org
I camped in
Northern
Minnesota in
February
2011 (temps
hit -30)

4. Eric Enge @stonetemple / +Eric Enge
Stone Temple Consulting
Full-service Digital Marketing Agency
Content Marketing
• Strategic Plan
• Off-site Placements
• On-site Content
• Influencer / Media Relationships
• Link Building
On-Page SEO
• Comprehensive Audits
• Site Hierarchy (IA)
• Search Engine Crawl Management
• Crawls
• Ongoing Site Reviews and Auditing
• Mobile Strategy
• Mobile SEO Implementation
• AMP
• App Strategy
• Deep Linking
• App Store Optimization
Social Media
• Strategic Plan
• Drive Business Results
• Influencer / Media Relationships
• Content Strategy
• Content Generation
Mobile

5. Eric Enge @stonetemple / +Eric Enge
“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

6. Eric Enge @stonetemple / +Eric Enge
Types of Rich
Answers

7. Eric Enge @stonetemple / +Eric Enge
The
Knowledge
Graph is a
Database of
Facts and
Relationships

8. Eric Enge @stonetemple / +Eric Enge
Knowledge Panel

9. Eric Enge @stonetemple / +Eric Enge
Knowledge Box

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Featured Snippet

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Enhanced Snippet

12. Eric Enge @stonetemple / +Eric Enge
Collectively …
Knowledge Panels + Knowledge Boxes
+ Featured Snippets + Enhanced Snippets
= Rich Answers

13. Eric Enge @stonetemple / +Eric Enge
Example Sequence

14. Eric Enge @stonetemple / +Eric Enge
Where is the
Empire State
Building?

15. Eric Enge @stonetemple / +Eric Enge
When Was it
Built?

16. Eric Enge @stonetemple / +Eric Enge
How Tall is it?

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How Many
Floors Does it
Have?

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Pictures

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Who Built It?

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Restaurants

21. Eric Enge @stonetemple / +Eric Enge
Let’s Look At Some Data!

22. Eric Enge @stonetemple / +Eric Enge
Rich Answers Continuing to Grow
Based on
Reviewing
855K
SERPs
To see my complete Rich Answers Study click here!

23. Eric Enge @stonetemple / +Eric Enge
Massive Churn
in Featured
Snippets

24. Eric Enge @stonetemple / +Eric Enge
Analysis of Queries That Returned FS in Both
Months

25. Eric Enge @stonetemple / +Eric Enge
Analysis of Queries That Returned FS in Both
Months (SEMRush – 12,000 Queries)

26. Eric Enge @stonetemple / +Eric Enge
Measurement of Total Overall Churn in
January 2016 Featured Snippets

27. Eric Enge @stonetemple / +Eric Enge
Measurement of Total Overall Churn in
January 2016 Featured Snippets (SEMRush)

28. Eric Enge @stonetemple / +Eric Enge
Google
Appears to
Have Built a
Featured
Snippet
Machine
Speculation
Ahead!

29. Eric Enge @stonetemple / +Eric Enge
Changes in Formats

30. Eric Enge @stonetemple / +Eric Enge
Answers Directly
From Google
121,169 Examples
+64.1%

31. Eric Enge @stonetemple / +Eric Enge
37
examples
found
-86.1%!
Includes Anchor Text

32. Eric Enge @stonetemple / +Eric Enge
37,287
examples
found
Up 195%
Enhanced Snippets

33. Eric Enge @stonetemple / +Eric Enge
Includes a
Chart
16,387
examples
found
Up 116%

34. Eric Enge @stonetemple / +Eric Enge
Comparison
Queries:
Jupiter vs.
Saturn

35. Eric Enge @stonetemple / +Eric Enge
Comparison
Queries
Display
Format
Gone?

36. Eric Enge @stonetemple / +Eric Enge
Google Makes Mistakes

37. Eric Enge @stonetemple / +Eric Enge

38. Eric Enge @stonetemple / +Eric Enge

39. Eric Enge @stonetemple / +Eric Enge
Case Studies

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Domain
Authority of
38

41. Eric Enge @stonetemple / +Eric Enge
More Items
Will Drive
More Clicks

42. Eric Enge @stonetemple / +Eric Enge
Ranks #5
Normally

43. Eric Enge @stonetemple / +Eric Enge
Simple Direct
Answer to the
Question

44. Eric Enge @stonetemple / +Eric Enge
Got The
Rich Answer

45. Eric Enge @stonetemple / +Eric Enge
How Can I Get Me
Some?
Yes, We Ran
a Test

46. Eric Enge @stonetemple / +Eric Enge
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?

47. Eric Enge @stonetemple / +Eric Enge
We
Published 5
New Pages
on May 20th
2015

48. Eric Enge @stonetemple / +Eric Enge
We Included Transcripts
With an Outline of Clear
Steps

49. Eric Enge @stonetemple / +Eric Enge
The Content Provided a
Lot More Info Than Just
the “How To”

50. Eric Enge @stonetemple / +Eric Enge
We Submitted
the URLs in
Search Console

51. Eric Enge @stonetemple / +Eric Enge
Bingo!
Saw This
Within 3 Days
of Publishing
the Content

52. Eric Enge @stonetemple / +Eric Enge
Identify a Simple Question
Provide a Direct Answer
Make it Easy for Users (and Google) to Find
1
2
4
Offer Valued Added Info3

53. Eric Enge @stonetemple / +Eric Enge
Schema Not Required

54. Eric Enge @stonetemple / +Eric Enge
FAQ Pages
Not a Good
Format to Use
For This

55. Eric Enge @stonetemple / +Eric Enge
Got The
Rich Answer
Time to Get Traffic Results Like This For Your Site?

56. Eric Enge @stonetemple / +Eric Enge
Eric Enge
eenge@stonetemple.com
@stonetemple
+Eric Enge
(508) 962-8474
www.stonetemple.com
Thank You!