Note: This piece with co-authored by Cheryl Jones.
The way customers search has changed dramatically, particularly in recent years, with the growing popularity of voice and mobile search.
Major updates like Caffeine and Hummingbird have helped cater to this more conversational search trend, but the introduction of the technology driving the Knowledge Graph, Direct Answers and Featured Snippets may soon be the most significant advance in Google’s effort to make the world’s information “accessible and useful.”
An example of a featured snippet in Google search results.
While many changes to the display of search results have been met with fear and animosity within the industry, here we want to show a positive example. We’ll delve into the value of obtaining a Featured Snippet, discussing how it led to increased sessions, higher click-through rate (CTR), prominent visibility over authoritative domains and more revenue from qualified organic visitors.
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