Feature Snippets: Why You Should and Why Should Not

Over the years, Google has been adding more and more information to their search results, aside from the Adwords and organic search results, in order to enhance the search experience.

In May of 2012, Google announced the launch of their knowledge graph. This is a knowledge base that is used by Google in order to enhance search engine results. Basically, it increases user experience by displaying information from a query directly in Google’s search results without requiring a user to click through to a site, this includes Knowledge cards, feature snippets, top stories, local packs and the other's of them.
 Also Read Don't be A Victim: This Things Will Lead You To Dust Blogging
The Google Featured Snippets are a format which is supposed to provide users with a concise, direct answer to their questions – right there on the search results page, without the users having to click through to a specific result.

Featured snippets are a powerful Knowledge Graph result and will be the main focus of this article. The reason behind this is that we cannot control what is shown in the other knowledge graph results listed above, because the information is often pulled directly from Wikipedia and other larger informational websites. With featured snippets, Google will pull information directly from our website and display it as the first organic result, with a valuable link to your website.

Another great aspect of featured snippets is that you essentially have two organic spots within the results. For example, you may be ranking fifth for your target keyword; however, if the information on your page is structured correctly, Google will show your information as the featured snippet AND keep your original organic ranking. Plus, there’s always the chance that making these on-page changes could help bump you up the search results a few spots.
Example of feature snippets

Featured snippets help you to prove to Google and to users that your content is relevant, useful and can help people find quality information, fast! If some of your content is being generated at a Google featured snippet, you’re pretty much at the top of the search engine tree.
When Google chooses your site to be the ‘quick’ answer, the result is displayed above organic results, which means beating all the competition, including a site that may rank #1 for that particular search topic.

In the fast paced, information world we live in, it’s no surprise that featured snippets are a hit with users. They provide them with answers, fast, and these benefits the chosen site with an increase in traffic, which could be upwards of 20-30%.

The featured snippet is accompanied by information about where the snippet is sourced, such as the site’s URL, page title, and occasionally, a related image. Indeed having it on our site is important not because it increase traffic but it also build a trust.

In short, a featured snippet is a summary or an answer to a user query or question that is entered into a search engine. This answer is displayed at the top of Google search results. This result is found because it has been extracted from good on-page content that best responds to the search engine query according to iWeb.co.uk.

Indeed this is a great future to we bloggers but if we are not very careful, it will do more harm than good, to figure out those question that you are trying to ask on Why and How please keep reading.

But why shouldn’t?

Before we dive in I would like to you to keep in mind that the below reasons mean those who are Digital Marketer’s not to an information websites, and i have no personal enmity against it just stating my view and if you think those could not be a reason not to try Google feature snippets as a Digital Marketer, then use the comment box section to highlight yours. The opinion express here goes to the author view of this article and that doesn’t represent the mind of the reader’s of this blog.

Now, some marketers aren't terribly excited about this shift. They wonder why they should optimize their content for featured snippets, since it means users will get the info they need without ever actually visiting the site and of course they are right.
Of course this seems like a nightmare for Digital Marketers since they want users to click through directly to their websites, however, knowledge graph results take up an incredible amount of real estate within organic results. It’s actually hard NOT to click them (this is under probability).

What they may not realize, however, is that having your content shown in a featured snippet doesn't necessarily mean less traffic. In fact, a research indicates just the opposite is true. Showing up as a featured snippet actually increases traffic to your site but it doesn’t mean it will generate lead (I know you might ask yourself WHY? Then to find out HOW just keep reading).

As an example when someone type “how much IPhone X price” then I’m sure you will stumble upon something like the image below either using mobile or PC.

Since we got what we want then it doesn’t make sense to click on it, and of course this will drive huge traffic if it got click but honestly it hard for someone to click on such since they actually get the price.

Featured snippets are styled differently from the rest of the search results. They occupy more real estate, and they clearly catch the eye.

According to Ahrefs' Blog. 
When there's a featured snippet at the #1 position, it only gets ~8.6% of clicks (on average), while the page that ranks right below it will get ~19.6% of clicks (on average). How does it compare to a regular #1 ranking page with no featured snippet above it? That page will get ~26% of all clicks.  In other words, it looks like the featured snippet is stealing clicks from the #1 ranking result.
Here is another examples
It looks like featured snippets do reduce the overall number of clicks. Which is no surprise, actually, since the goal of these featured snippets is to give the searcher an instant answer to their question so they wouldn't have to click.
Image Source; Ahrefs Blog


Like i said in the above paragraphs google Knowledge graph help you to prove to Google and to users that your content is relevant, useful and can help people find quality information, fast! If some of your content is being generated at a Google featured snippet, you’re pretty much at the top of the search engine tree.

I'm not saying should totally not to use them, but as a Digital Marketer's this is not for you because some of them will vastly improve search traffic to your website, but others will steal it away from you, and as you claim yourself as a marketer as you need traffics still you also need lead.

Have more to add or got some confused please use the comment section below to state it. Thank you

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  1. Nice Article!You covered a great topic.Implementing structured data in the right way can also boost your SERP ranking very well in competitive terms.