202015 Apr
Opting-Out of Google Featured Snippets Led to 12% Traffic Loss [SEO Experiment]
Type
General News
Source
Google
Summary

Publishers worried because older studies suggested winning featured snippets drove less actual traffic than the "natural" top ranking result. Working with the team at SearchPilot, we devised an A/B split test experiment to remove Moz Blog posts from Google featured snippets, and measure the impact on traffic. A majority of us also expected to see a negative impact on traffic, but wanted to measure exactly how much, and identify whether the featured snippets would return after we removed the tag. Overall, we measured an estimated 12% drop in traffic for all affected pages after losing featured snippets (95% confidence level). To summarize the significant findings of this test: For the vast majority of publishers winning the featured snippet likely remains the smart strategy.

Classifications
  • Business Intelligence
  • Sales and Marketing
  • Lead Management Software
  • Online Marketing
  • Search, Information retrieval and - extraction
  • Content & Web Management
  • Data Mining
  • Artificial Intelligence & Machine learning
  • Neural Networks
  • Data Warehousing Software
  • Data Management and Acquisition