There have been a range of developments in the search marketing industry since the beginning of the 2017, and we’ve listed the key updates below.
Study released which analyses 1.4 million featured snippets
Ghergich & Co. teamed up with SEMrush to conduct a study on featured snippets, in their study they analysed over 1,400,000 featured snippets from their database.
The study revealed correlations between search queries and the probability of different rich snippet formats appearing in the Google search results.
The overall breakdown of featured snippets in relation to search query type can be seen in the table below:
The study also suggested that the optimal length of a featured snippet paragraph is between 40 to 50 words, or 300 characters. This analysis can help SEOs to format text within their content to provide the best possible opportunity of getting a rich snippet.
The table below shows the optimal featured snippet lengths according to the study:
The two practical applications that were suggested in this study were:
- Earn featured snippets during content production.
- Snatch featured snippets from competitors.
Google rolls out intrusive interstitials penalty
On January 10th 2017, John Mueller and Gary Illyes confirmed that Google had rolled out the intrusive interstitials penalty.
Google had providing a warning that this was coming 6 months ago.
The penalty impacts specific pages that have intrusive interstitials which are accessible directly from a Google mobile search result.
It does not penalise any pages further down the click path, therefore should you want to keep intrusive interstituals, enable them on pages which aren’t accessible via the Google search results.
Google has specified the types of interstitials that are going to be problematic, these include:
- Showing a popup that covers the main content, either immediately after the user navigates to a page from the search results or while they are looking through the page.
- Displaying a standalone interstitial that the user has to dismiss before accessing the main content.
- Using a layout where the above-the-fold portion of the page appears similar to a standalone interstitial, but the original content has been inlined underneath the fold.
Google has provided a diagram to convey the points above:
Rand Fishkin provides his 8 predictions for SEO in 2017
Rand Fishkin offered us his top 8 predictions for SEO in 2017, and we’ve listed his predictions below:
- Voice search will be more than 25% of all US Google searches within 12 months. Despite this, desktop volume will stat nearly flat and mobile (non-voice) will continue to grow.
- Google will remain the top referrer of website traffic by 5X+. Neither Facebook, nor any other source, will make a dent.
- The Marketing Technology space will not have much consolidation (fewer exists and acquisitions, by percentage, than 2015 or 2016), but there will be at least one major exit or IPO among the major SEO software providers.
- Google will offer paid search ads in featured snippets, knowledge graph, and/or carousels.
- Amazon search will have 4% or more of Google’s web search volume by end of year.
- Twitter will remain independent, and remain the most valuable and popular network for publishers and influencers.
- The top 10 mobile apps will remain nearly static for the year ahead, with, at most, one new entrant and 4 or fewer position changes.
- 2017 will be the year Google admits publicly they use engagement data as an input to their ranking systems, not just for training/learning.
Thanks for reading the latest edition of The Search Marketing Roundup, as ever we’d be delighted to hear your thoughts on search industry news.