The article referenced above also explains when it makes sense to use a NoFollow and what it does. We shot companion videos, included a clean transcript of the video content, and published them on May 20:Īs outlined above, we provided a lot more information than just the direct answer to the question. To that end, we picked out five common phrases in the SEO market space and created content for them. The next question is, does it work? Case StudyĪll this was interesting, but we wanted to set out to see if it could work. Our study on featured snippets and rich answers included more than 100,000 examples, so we had a lot of data to look over. This is what we see in common among all the sites we studied that have received featured snippets - and we have looked at a lot of them. Make it easy for users (and Google) to find on your page.Offer value added info beyond the direct answer.Provide a clear and direct answer to the question.Identify a common, simple question related to your market area.How does one achieve a direct answer placement in Google’s search results? After a variety of tests that we have run at Stone Temple Consulting, we have boiled down the process to these four simple steps: Still, these examples are interesting enough that we should consider pursuing direct answers as a potential SEO tactic. Of course, two examples are hardly statistically significant, so there’s no guarantee that your site will experience the same results. Two examples of how traffic jumped on pages that received featured snippets. So how did this impact the traffic for this page? Let’s take a look: Just as in our Confluent Forms example, you see a simple, clear, direct answer to the question. Looking at the content on the page for this snippet, here is what you see: The search query is “how to get more followers on google plus.” This example comes to me from Ben Fisher of Steady Demand, a site with a Domain Authority of 38. Looks like a clear win to me! But is that a one-off result? Let’s look at another example: Case 2: Steady Demand But what was the traffic story? Here you go: This is a great experience for users, and evidently Google likes it, too. You can see how the answer to the question is provided in a clear, direct, simple way. Here is what the content looks like on the page in question: 2 spot in the rankings, behind Wikipedia, yet it was chosen to generate the snippet. What’s interesting about this example is that the page generating the snippet was in the No. Case 1: Confluent Formsĭavid Kutcher of Confluent Forms (a site with a Domain Authority of 47) shared with me an example of a page on their site that shows in a featured snippet for the search query, “what is a rfp.” Fortunately, I was able to address that concern by getting some live case studies showing actual traffic results. The detractors suggest that Google providing the answer directly in the search results will lower traffic to the corresponding site. Many people debate the merits of getting a featured snippet - also known as a “rich answer” or “direct answer” - taken from their site and displayed in search results.
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