Google Further Expands Snippets in Search Results

By Priscilla Cornwell, Organic Search team
TOPICSFeatured, Google, Organic Search

On August 16, Google announced a new element to its featured snippets display, which provides additional highlighted information on a user’s search query. As part of the search engine’s ongoing effort to help make search more user-friendly, the feature is designed to help users get relevant information quicker, Google said in the announcement. Marketers may be able to leverage the new quick-search feature to their benefit. Google says the new panels will roll out over the next few days.

What Are Expandable Featured Snippets?

Have you ever noticed that when you search Google with an information-based query, there is a featured box highlighting pertinent information? The new expandable snippets panel will include additional information within that featured result. When a user searches for a specific topic, the search engine results page (SERP) will deliver more information based on the most common information sought by users.

In this image, you can see how much information the expanded snippets house (and real estate they take up)

“These new panels are automatically generated based on our understanding of these topics from content on the web,” the announcement says. “Now when you search for something like [quartz vs. granite], you’ll see a panel with a set of relevant subtopics to explore.” As you’ll see from the screenshot above, Google displays useful information on cost, benefit and weight beneath the search for [quartz vs. granite], allowing users to gather key information at a glance.

What it Means for Your Content

With all of this in mind, how can you leverage your content so that it takes advantage of Google’s new feature? This is a great opportunity for merchants that are a bit more niche and have a hard time stealing the spotlight for competitive search terms, as it allows them to create tailored content for users in the research phase. Thus, it’s a good idea to create content that offers direct, useful information that can be easily pulled by Google to display expanded as snippets. As always, we will keep you up to date on the latest SEO news to help you stay ahead.