Content Marketing Blog

Google incorporates ‘Structured Snippets’ into search

Although many businesses rely on Google to deliver their content marketing strategy, the search engine’s main priority is always going to be its users.

For instance, Google’s Knowledge Graph provides searchers with answers to queries where the answer is undisputable.

Using the same feature, Google is now starting to incorporate established facts into search results.

On the Google Research Blog, the company¬†introduced “structured snippets”, a feature that includes facts inside the snippets of search results.

This feature is powered by the Knowledge Graph and other data sources and is a joint collaboration between the Web Search and Google Research teams.

As an example, featured below is the search results for the Nikon D7100 camera, and in the snippet there is facts about the camera.

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This feature is also active for mobile search. Google gave an example of a Wikipedia search result for Superman, including a few basic facts about the origins of the fictional character.

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Structured Snippets is still in the early stages and Google said it is still checking the authenticity of its sources, but in time we can expect it to roll out to a wider range of search results shortly.

Earlier this month Google began testing the feature, using Wikipedia search results for historical figures such as the Duchy of Amalfi and the last Roman emperor, according to the blog Google Operating System.

This feature has the potential to be both useful and damaging to content marketing.

On the one hand it could make search snippets more engaging and encourage users to click on the page. On the other hand, it could provide consumers with the information they’re looking for without having to click on to the site, robbing websites of opportunity to connect with consumers.

Posted by Dylan Brown

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