February 26, 2020 | Posted by
So, you have won the Featured Excerpt… to make the traffic flow smoothly, right? It’s not so fast there! What other SERP features are displayed next to your featured snippets? What other features are competing for users’ attention? What are the most common SERP functions in the featured snippets? What is the winning percentage of the featured snippets…really?
You have a problem… I have data…
Featured summary strength relative to SERP
In the past, we started from Click on, equipment, with market share view. In this research, I will take a look at the advantages of “featured snippets” from the perspective of other features that attract users’ attention with other features. In other words, what other features does Google tend to display next to “Featured snippets” and how often?
To evaluate this, I used a keyword database to promote our development SERP function tracker with Mobile SERP function tracker, Approximately 125K-150K keywords can be processed every day. In this way, I extracted the total number of keywords that generated “featured snippets” on 36 different data points throughout 2019 (ie 3 data points per month).
Then, I analyzed the keywords that generated the featured snippet at each data point to see the number of instances of the keyword generating the featured snippet and another SERP function. For example, on December 15, 2019, our desktop dataset generated 27,890 keywords, which resulted in a featured code snippet. Of these 27,890 keywords, 17,660 also generated a video box on the same SERP (or 66.5% of the keywords that generated a featured summary also contained a video box on the result page). Then, I calculated the average of all 36 data points (57.1% in this case) that co-occurred for that particular SERP function.
I applied the same process to multiple SERP functions and repeated the exact same structure for mobile devices.
This is a quick summary of what I found…
Feature summary and SERP feature coexist: data summary
The following is the percentage of time that a given SERP feature appears on the same results page as the “featured code snippet” on desktop and mobile devices:
Knowledge panel: 6.52%
Local packaging: 6.55%
Popular story carousel: 3.28%
Movie box: 57.71%
Related questions: 88.13%
Video box + advertisement + related questions: 29.22%
Knowledge panel: 1.17%
Local packaging: 2.56%
Popular story carousel: 2.05%
Related questions: 63.73%
Advertising and related issues: 48.9%
Note: You will notice that the mobile data does not include the video box data. This is because we have not been tracking this feature on mobile devices until recently (although I will provide preliminary data later). Therefore, the last mobile metric only shows the percentage of “Featured Summary” SERPs that contain ads and the “Related Questions” box… and not the ads, the “Related Questions” box, and the “Video” box.
This is indeed the limitation of this study.
Look at our SERP function ranking tracking guide.
What is the biggest SERP competitor?Assess traffic potential
From the point of view of SERP function competition, let’s delve into the data and trends, and how powerful they are for the “Selected Excerpts” victory. In short, what other SERP features are competing for users’ attention and regularly competing?
Desktop feature excerpt: What other SERP features are attracting users’ attention?
Although we like mobile devices, I still want to start with desktop SERPs. Due to the possibility of screen size and elements appearing on the right side of the natural result, desktop SERPs are unique in the possible competition for SERP functions.
In this way, you can visually see the data:
Unsurprisingly, “related questions” (also known as “someone asked”) are nearly 90% more likely to be paired with “featured abstracts.” That is to say, we must consider the level of “competition” proposed by “People Also Ask” (PAA) to the feature extract. From this perspective, I don’t see the two fighting for the same user (more often not). It seems that “related issues” does not provide users with the issue of “competition” with the content in the “feature summary”. The reason why the PAA box often shows “featured snippets” is stand by Select featured clips by providing auxiliary questions. In other words, “relevant questions” are on the SERP because they can satisfy users who cannot find the answer in the “summary”, even if they are indeed related to their true intentions.
According to my estimation, the real competition comes from advertising and video boxes. Both SERP elements appear on the same SERP as the selected excerpt 50% of the time.For ads, they will appear the above Featured summary. The obvious disadvantage of advertisements is that they are advertisements. Ordinary users prefer organic things because we usually doubt paid promotions to a certain extent. Of course, the trust factor runs simultaneously with the visibility of the ad. If the user does not know or better ignore the fact that the result represents the advertisement, then my concern for trust is at hand. Over time, Google has gradually reduced the visibility of advertising labels used on SERPs. The current colorless format is the best example.
The video box presents the opposite situation. It is displayed under the “Featured Summary” but is more attractive than the advertisement. People are visual learners. The opportunity to provide visual content in it along with the selected snippets is very important. If you don’t select “Featured Clips” which is an instance of the video itself, then the “Video Box” will distract you. In addition to the fact that the format itself will greatly attract people, video media also opens the door for users who want to listen to answers in the background while working, and many other similar situations. Think of it this way… do you want to read the instructions on how to repair the washing machine, or just take a look at how it is done? The matching point enters the video box.
In this way, the perfect storm, ads with video frames and related issues competing with relevant abstracts (attracting the attention of almost all users) existed nearly 30% of the time!
The remaining features include a knowledge panel, news carousel and local packs. Neither corresponds to the appearance of the selected excerpts in any overwhelming way. Regarding the “local pack” and “hot stories” carousel, in any case, the user’s intentions are usually not consistent with the “featured code snippets”. The knowledge panel may provide the same information as the featured snippet, but again, they only appear on the same SERP 6.5% of the time (in this case, when the featured snippet URL belongs to Wikipedia, you will have to Discount).
Mobile feature excerpts: Which features of SERPs do they compete with?
There are many reasons for the changes in desktop and mobile SERPs, one of which is space. There is no real estate to the right of the organic search results on mobile devices, and no real estate on desktops. Generally speaking, the space is small because your phone screen is smaller than your desktop screen. Therefore, when viewing the content displayed by the “Featured Summary” on a mobile phone, there will be some differences in the data:
Immediately, you will find that the number of knowledge panels with featured excerpts has been reduced by 82%, local packages have been reduced by 61%, and popular story carousels have been reduced by 22% SERPs.
There is less space on the page, and the related question boxes on mobile devices are also reduced by 28% compared to the question boxes on the desktop. On mobile devices, the PAA box only displays “Featured Summary” 63.73% of the time, compared to 88.13% on desktops.
In fact, a “constant” is an advertisement that is two points different from a desktop advertisement. I don’t think statistics will be as shocking as the constant between any Google property is revenue (for the record, I’m not saying this cynically). Not only that, in all mobile SERPs that contain selected snippets, advertising and related issues are present in nearly 50% of the locations.
As mentioned earlier, we have not started to track moving video boxes until recently. In other words, since we started tracking Video Box on mobile devices, I did get the data I saw. Before introducing these data, let me be clear that it only implies the level of simultaneous appearance of “Featured Summary” and “Video Box” on mobile devices, because it does not reflect the amount of detailed data.
Thus, this is the (limited) data:
Featured clips and video boxes coexist (mobile): 9.55% All SERPs
Featured summary, video frame, advertisement, related FAQ (mobile): 6.26% All SERPs
Unlike desktop computers, where the video box usually shares the same SERP with the featured clips. This is most likely due to the format used on each device. The video frame on the desktop is displayed as a horizontal carousel. Meaning, they do not occupy a lot of real estate. The moving video frame was usually displayed this way before. However, as time passed, Google began to often display mobile video boxes as a series of vertical display cards, and more videos could be viewed under the “Video” tab of the SERP. This means that the mobile version usually consumes a lot of SERPs. The initial data seems to imply that Google is not too keen on using “featured code snippets” and “video boxes” to take up too much display space on mobile devices. This fact is supported by the fact that the difference between the desktop and mobile display levels of Video Box is minimal:
Compare the features of each device to extract the competition
In order to better understand the difference between the “featured snippets” winning the SERP function competition level, the following is a quick visual comparison:
Again, there is no new content that I have not outlined here. It is very helpful to have a “graphic” for the SERP function of each device at the same time.
One thing I’m going to say is that you can really see that desktop selections face more competition than their mobile counterparts. Also consider how many times more featured featured clips on mobile and desktop computers are than real estate. You might arrive at a situation where mobile featured clips win more traffic than desktops (of course, all conditions are the same ). The early data I collected on the mobile video box only emphasized this point.
Know your SERP
It applies when it ranks 3rd on the SERP, and it applies to selected excerpts… it needs to know what the SERP actually looks like. Featured footage may be a great thing, but victory must be eligible. Part of this includes analyzing the nature of keywords. This part means understanding the search volume that keywords can generate. This partly means understanding that other SERP features are attracting users’ attention. There are too many things that affect how users interact with selected code snippets. From the display of other parts above the snippet to the actual part above the snippet, understanding your winning appearance can help you understand why some winners have less impact on website traffic than others.
All of this has to do with nuances when it comes to qualifying for the “Featured Snippet” champion. I hope I have added something to this research.