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Google dominates over 90% of the world’s search engine market shares. The search engine receives an average of around 63,000 searches per second on any day. This global dependence on Google stems from its ability to deliver accurate search results. Google does this by pulling the most relevant content from web pages in its index and displays them at the top of a viewer’s search result page.
Featured snippets refer to those small selections of a text that appear at the top of Google’s search results. It’s the selections that are intended to answer the searcher’s query. The most common types of featured snippets are in the form of definition boxes, steps, ordered/ unordered lists, maps, and tables.
Featured snippets impact Search Engine Optimisation in several ways. Many SEOs even refer to the featured snippet box as ‘Position 0’. This is because it appears even higher above ‘Position 1’ on the search result page. Therefore, many marketers often use snippets to get more clicks from organic search results. For years now, brands have been strategically placing keywords in their featured snippets. The objective of doing so is to reach more audiences that are searching for related products or services. Which makes sense because as high as 8% of all recorded clicks are from featured snippets. This method of targeted marketing ensures maximum conversion of leads. This makes SEO one of the most reliable components of any successful digital marketing strategy.
Google used to give a URL two spots in the search engine results pages (SERPs) when that URL ranked with a featured snippet. However, recently Google released an update regarding featured snippets search results. Google announces that they will no longer show duplicate URLs for pages promoted to snippets.
Here are seven insights from google regarding their new featured snippets update:
In today’s saturated market space, brands are in a constant battle with their competitors in the pursuit of higher search engine page rankings. Snippets can help smart brands take advantage of this unique feature by Google. Benefits such as more quality foot traffic on their webpages and reach more relevant audiences without having higher search engine ranks.