6 Common Google SERP Feature Misconceptions in SEO

As web optimization professionals, we will simply fall behind on the most recent Google search engine outcome web page (SERP) options. Frequent updates hold us on our toes, and likewise hold our jobs fascinating.

Just lately, I teamed up with fellow Moz author and all-round good web optimization, Izzi Smith, to create a brand new web optimization quiz sequence named “SERP Pursuit”. The quiz continues to be open, when you’d prefer to test your knowledge of Google’s SERP options.

The result of the quiz was a set of insights from the web optimization neighborhood about totally different SERP characteristic matters, together with the questions the place contributors could have struggled or turn into confused.

Due to everybody that shared and took part within the quiz! The highest query within the sequence obtained 825 solutions – offering a powerful pattern measurement. For every query, the pattern measurement has been included together with the query.

The six widespread misconceptions present in our information relate to structured information (when it comes to schema.org), Featured Snippets, unpaid Procuring tab listings (now known as “free product listings”), and likewise Internet Tales.

Listed here are the questions, the solutions to these questions, together with additional particulars explaining why the proper reply is as such.

1. FAQ and How-To Schema wealthy outcomes

2. Utilizing an excessive amount of Structured Information markup

3. Structured Information influencing Featured Snippets

4. Scroll-to-text with Featured Snippets

5. Unpaid Procuring tab itemizing inputs

6. Internet Story system kind wealthy outcomes

1. What’s the most variety of FAQ and How-To schema wealthy outcomes that may seem on the primary web page of Google?

The utmost variety of FAQ and How-To schema wealthy outcomes that may seem on the primary web page of Google is three. This has been confirmed for each FAQ schema and How-To schema wealthy outcomes throughout cellular and desktop search outcomes. Filtering will occur if lower than three wealthy outcomes are eligible.

Based on our query pattern of 775 solutions, the most well-liked reply at 39% was that there isn’t any restrict in place for FAQ and How-To wealthy outcomes (incorrect). The right reply of “3” was chosen by 34% of respondents.

Contributors could have been drawn to the “no restrict” response as a result of this has traditionally been the reply for wealthy outcomes aside from FAQ and How-To schema. As an illustration, assessment snippets with Product schema do not have limitations concerning what Google outcomes web page they will seem on, or the quantity that may seem on the identical time.

I’m, nonetheless, glad to see the quantity of contributors that gave the proper reply, as it is a matter I’ve written about extensively over the previous couple of years. Filtering is a quite common motive for FAQ and How-To wealthy outcomes not showing, and being conscious of the restrictions is usually a huge time-saver for troubleshooting.

2. Is it doable to have an excessive amount of structured information markup on a single web page?

No, it is not possible to have an excessive amount of structured information on a single web page. However simply because there are not any repercussions from Google for extreme utilization, time is commonly higher spent elsewhere. In the end, you must concentrate on what offers worth to your website: using valid schema containing data utilized by Google.

Based on our query pattern of 604 solutions, the most well-liked reply at 55% was that it’s doable to have an excessive amount of structured information on a single web page (incorrect reply). The right reply of “False” was chosen by 45% of respondents.

This query is one which comes right down to semantics, however does trigger confusion among the many web optimization neighborhood. Within the context of web optimization, there’s no generic ranking factor related to structured information utilization. However utilizing the best schema varieties, with a very good unfold of utilization, can present related outcomes for customers. It’s additionally good to bear in mind what does and doesn’t yield wealthy outcomes.

For essentially the most half, it’s my opinion that structured information shouldn’t be a activity that requires a major and common funding of time. If utilizing WordPress, there are instruments corresponding to Yoast which have already solved lots of the ongoing structured information points confronted by websites. Their plugin offers Google with loads of structured information indicators, with out in depth time funding (to be prevented).

3. Is structured information (within the context of schema.org) used to generate Featured Snippets on Google?

No, structured information (within the context of schema.org) is not used to generate Featured Snippets on Google. The construction of content material on a web page is, nonetheless, typically a contributing issue. Google’s systems decide whether or not content material is or isn’t appropriate for inclusion in Featured Snippets.

Based on our query pattern of 579 solutions, the most well-liked reply at 52% was that structured information is used to generate Featured Snippets (incorrect reply). The right reply of “False” was chosen by 48% of respondents.

The misunderstanding of structured information influencing Featured Snippets is one which I come throughout typically. It’s typically based mostly on experiments the place structured information is added to a web page and seeing the web page then being added to a Featured Snippet. With an understanding of how Featured Snippets function, this connection doesn’t make sense, at the same time as a contributing issue.

In my last article that I wrote for Moz, I confirmed how some websites may be prevented from rating inside Featured Snippets. This exhibits the complexity round how content material is offered prominently on the prime of Google’s search outcomes, however structured information is one which Google has repeatedly talked about doesn’t affect Featured Snippets as far back as 2015.

4. Wherein eventualities will the yellow textual content spotlight and scroll-to performance set off as soon as a Featured Snippet result’s clicked?

At present, scroll-to-text will solely ever be triggered for Featured Snippets on Google in two separate eventualities. The primary is when the Chrome browser is in use (on each cellular and desktop), and likewise when a URL is constructed utilizing Accelerated Cell Pages (AMP) on cellular gadgets with any browser in use.

Based on our quiz pattern of 527 solutions, the most well-liked reply at 48% was the proper reply on the quiz. The closest reply to this, mentioning that it will solely ever occur on Chrome on desktop, was chosen by 36% of respondents.

Though the very best share of respondents answered this query appropriately, I imagine it’s nonetheless worthwhile to debate as a consequence of the truth that it wasn’t over half of respondents. Featured Snippet highlights have been taking place as far back as December of 2019, however initially had been solely for pages constructed with AMP.

Scroll-to-text has been an fascinating addition to go looking. We noticed the gradual growth to usage via Chrome, to insights sporadically appearing in Google Search Console, and now being seen past simply Featured Snippets with some Knowledge Panels and editorial critiques inside some free product listings.

5. With unpaid Google Procuring tab listings, are product feeds submitted through Service provider Middle and structured information used as inputs?

The unpaid listings that seem inside Google’s Procuring tab are based mostly solely on information submitted through product feeds in Service provider Middle. Assist was initially for each product feeds and likewise structured information, however Google’s documentation was updated in Might of 2020 to be solely product feeds.

Based on our query pattern of 468 solutions, the most well-liked reply at 78% was that each product feeds and Structured Information are each used as inputs (incorrect reply). The right reply of “False” was chosen by solely 22% of respondents.

Out of all questions within the quiz, this was the one which tripped up essentially the most respondents. Previous to Might 2020, it was the case that each product feeds and structured information had been used as inputs for unpaid Procuring tab listings. As a result of this was solely proven as a change in Google’s documentation, and was included as the unique announcement, I can see how this might have confused respondents.

A recent announcement from Google modified the naming from “surfaces throughout Google” to “free product listings” or “free listings”, which can also be good to bear in mind for this characteristic. However when you’re ever making an attempt to troubleshoot points associated to the “free listings” throughout the Procuring tab, spend your time investigating your Service provider Middle information, not your product structured information.

6. In relation to wealthy outcomes, do Internet Tales make your search outcome stand out extra prominently on each desktop and cellular?

Whereas Google’s Internet Tales are a characteristic that may rank on each cellular and desktop search outcomes, the wealthy outcome component solely comes into play on cellular. Utilizing the AMP Take a look at, which now has assist for Internet Tales, you possibly can preview how your Internet Story wealthy outcomes will seem on cellular gadgets.

Based on our query pattern of 407 solutions, the most well-liked reply at 69% was that Internet Story wealthy outcomes present on each desktop and cellular (incorrect reply). The right reply of “False” was chosen by 31% of respondents.

When a Internet Story surfaces in Google’s search outcomes whereas utilizing a desktop system, it may be an… odd expertise for customers. They choose the outcome, then they’re all of a sudden catapulted into the immersive full-screen Internet Story expertise. That is with out immediate for the person (as a result of the URL appears to be like like a typical internet search itemizing), which is a UX that Google nonetheless wants to deal with.

Internet Tales are an fascinating format which are price experimenting with contemplating the wealthy outcomes advantages on cellular for standing out extra, and likewise for the prominence they’re typically given inside Google’s Uncover Feed. I’ve written about several Web Stories SEO tips for publishers to bear in mind when creating them with Google’s plugin.

Last ideas

The questions coated on this submit are the highest areas the place respondents of our quiz struggled most regarding structured information, Featured Snippets, free product listings, and Internet Tales. If a few of these SERP characteristic questions had you feeling confused, don’t be too arduous on your self, simply use this as a possibility to enhance in your understanding!

Nailing the areas talked about on this submit is a good begin to increasing your Google SERP characteristic information. SERP options change steadily on Google. When you’re wanting to maintain up to date on the most recent modifications to Google’s documentation, I’d extremely counsel bookmarking this page, which options key modifications as they’re made.