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!

  • May 12, 2017 Reply

    Franklyn Gonzalez

    Hi Dan,

    I’ve been reviewing some of the material you made on ConversionXL and your podcast episodes that you refer to from the content. Amazing. Glad to have you going through the course on SEO Dan, thank you for sharing! Excellent teacher on SEO.

    I would love to find out if I can create more Social Media attention through Twitter, Facebook, & Instagram for my Portfolio. I was thinking about creating a portfolio website for me, my recent niche was travel. I know you’ve mentioned Buzzsumo but do you have anything you could refer me to? Would definitely appreciate the help Dan!

    • May 12, 2017 Reply

      Dan Shure

      HI Franklyn! Wow thanks for the nice comment 🙂

      Can you describe a little more specifically what tips you’re looking for? How to grow your attention/audience on social media to promote it back to your portfolio site?

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