There is significant evolution occurring, on an almost daily basis, when it comes to Google’s search engine results page (SERP).
Recently, Google’s SERP has gone through yet another evolution, with the addition of a rich featured snippet known as Google’s Answer Box. Since its initial launch, the Answer Box Snippet has continued to gain traction, but it wasn’t until 2016 that brands really started utilizing it.
To get a better understanding of how companies use it, our team at iQuanti ran an internal analysis across multiple enterprise SEO organic footprints in multiple industries, and found 4-6 times the growth of keyword terms now triggering an Answer Box result.
As we all know, Google tries to interpret search intent based on selected keywords and associated behavior models. Within this model, Google attempts to surface a relevant result and display it within the SERP as a highlighted boxed result – known as an Answer Box.
Google is known to test features, innovations and algorithmic updates often, leading us to question whether or not these tests will become a permanent fixture on Google. So is the Google Answer Box here to stay?
Right now, all indications say yes – not least the patent that Google has filed around the Answer Box intellectual property. This means that it could be well worth your time devising a strategy to maximize your chances of achieving a Google Answer Box.
Why is achieving a Google Answer Box important?
To answer this question, we might well ask in return: Why is any organic rank position important?
Rank positions attract search users’ clicks – also known as “click-throughs” – which are measured in CTR, or Click-Through Rate. A higher rank improves CTR, which increases traffic to your website.
The absolute position of the answer box sits above all other rank positions and is now coined as “Rank zero”. So what is better than being ranked first in Google search? Being in rank zero.
However, if that is not convincing enough, let’s dive into our data analysis. On average, the Google Answer Box secures an astounding 32.3 percent CTR.
This means that for the given term(s) triggered within your organic footprint, you are either securing approximately 32 percent market share of that volume, or losing it – which makes for a significant opportunity.
Is rank 1 still rank 1 with Google Answer Box present?
Short answer: No. Based on several data analysis across several keyword sets and vertical markets, our team concluded that without an answer box present, organic rank 1 position yields on average about a 25 percent CTR (branded and non-branded have different standard CTR curves).
However, what happens when an Answer Box is present on that same exact keyword? Our data shows on average that when an answer box is present, the average CTR for that same keyword in the same number 1 rank position drops to about an 18 percent CTR.
Looking at the chart below, we can see that without any loss of rank position (maintaining rank 1), the CTR for the six Go to the full article.
Source:: Search Engine Watch