How to get a Google direct answer box, also known as Google featured snippet. Presented at BrightonSEO. The new position 0.

1. Louise Li
@sociallouise

2. A result on top of
the very first
search result
providing a brief
answer to a query
that (in most
cases) does not
require a click
through to a web
site.

4. Additional chance to be
seen
Be seen as authoritative
The different formatting
of the answer box brings
more eyes to the result
When you get an answer
box, your regular organic
listing gets a fatter meta
description

5. The direct
answer
box led to
a 516%
increase
in
sessions
Source: Merkle RKG

6. Source: StoneTemple.com

7. When we type search
we often use
keywords
But, when we use
voice search,we ask
the search engine a
question

8. Use this regular expression
in GA:
(^(c|C)an )|(^(d|D)oes )|(^(w|W)hat
)|(^(h|H)ow )|(^(i|I)s )|(^(w|W)hat
)|(^(w|W)here )|(^(w|W)hich )|(^(w|W)ho
)|(^(w|W)ill )|(^(w|W)ould )

9. Of course you can!

10. Source: Stone Temple

11. 1.Identify a simple question
2.Provide a direct answer
3.Include some added value
information

12. Which one are you aiming for?

13. Content formatted as a list
Aim for a “more info” link
Provide teaser text right
after your direct answer

14. Excellent
CTRs in
Position 0.

30. 1.Identify a question
2.Provide a direct answer
3.Include some added
value information