Previously simple but now rich and often contain the info you need on the results page.
Searchers’ eyes are drawn to search features at the top
Ask “Why?” the SERP changes
Google wants you to stay on Google. This is why they answer questions and offer rich results on the SERP.
Attributes/SERP Features
Count of results
Paid ads
Featured snippet
Often pulls from top-ranking site but can pull from any top-10 ranked site.
Frequency is increasing over time.
Takes up entire space above the fold for mobile.
Voice search results are entirely derived from featured snippets.
Types
- 2-3 sentences
- List
- Table