Google CTR: Featured Snippets

How to Optimize Your Content to Show Featured Snippets

Featured Snippets are short snippets of text that appear at the top of Google’s search results in order to quickly answer a searcher’s query. The content that appears inside of a Featured Snippet is automatically pulled from web pages in Google’s index. Common types of Featured Snippets include definitions, tables, steps and lists.

Featured snippets aim at answering the user’s question right away (hence their other well-known name, “answer boxes”). Being featured means getting additional brand exposure in search results.

Google AI NLP BERT

How BERT Changes SEO

BERT noticeably improves Google’s ability to understand natural language, but they’re still far from perfect. If you feel your job as an SEO is to ignore search engine capabilities and “just write for humans”, this won’t change what you do. But you will probably be outranked by SEOs who are able to write for humans while also keeping in mind the limitations and capabilities of search engines.

We optimize to help make search engines’ job easier, and should bear in mind the current imperfect reality of relevancy algorithms.