The amount of featured snippets showing in Google is growing. As of July 2016, 15% of desktop and 17% of mobile searches returned a featured snippet. They are even showing up for high CPC and conversion oriented searches – including finance, education and eCommerce.

In short – featured snippets are a way to jump right up to ‘position #1’ in Google.

Today my guest is Rob Bucci – founder of STAT – an enterprise SERP analytics tool. He recently spoke at MozCon, and STAT did a massive study of featured snippets.

In this interview with Rob you will learn – some of the top words that commonly trigger featured snippets, a (white hat) featured snippet loophole (that might not be available forever) – and how to get featured snippets for your site.

Listen Now!

Don’t forget to subscribe on iTunes!




Google Home

About STAT

  • The value of tracking 10,000 keywords
  • “We built STAT for the experts.”

Featured Snippets

  • Why care?
  • Better conversion rates when traffic comes from snippets
  • Kinds of snippets
  • “We queried 1 million SERPs…15% of those had snippets…63% of those were paragraph snippets.”
  • Can any brand/industry get a snippet?
  • “Google is rolling out snippet opportunities for all.”

How to Get Featured Snippets

  • “I don’t have a silver bullet for you.”
  • Topical authority (topic relevance)
  • Content engagement (pogo sticking)
  • “Wikipedia is an outlier.”
  • “Take notice of ‘what’ and ‘how’ queries.”
  • “Snippets are popular in finance, computation, medical ….”
  • “Don’t go after image snippets.”
  • Table tags
  • Bullet results
  • Snippets and international markets

When to Use Enterprise SEO

The MozCon Coloring Wall

About Dan Shure

Hi! I'm Dan Shure. I write all of the posts and host all of the podcast episodes you'll find on the Evolving SEO blog. Say hello on Twitter @dan_shure!


  • October 9, 2016 Reply


    Great podcast – thanks for interviewing Rob. Snippets have been a blind spot for me as I didn’t have any understanding of how or when they were used by Google. This interview gave me a great basis of understanding and a place to start for my own site. Thanks again!

    • October 12, 2016 Reply

      Dan Shure

      Awesome so glad it helped Richard!

  • February 27, 2017 Reply


    I never connect voice and snippets together, so obvious.

    Made me happy hearing about the the advantages of knowing multiple languages/cultures. Been living in Costa Rica for last eight years.

    Great show.

    • February 27, 2017 Reply

      Dan Shure

      Costa Rica, that’s awesome!

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