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Huge Jump in Google Answer Boxes Means Less Traffic for Websites

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Google Answer Boxes has jumped up significantly in the Google search results, starting with a 60% jump on September 26th.  Answer boxes now appear for 3.5% of all search queries.

answerboxesUnfortunately for marketers though, more answer boxes means that it is more likely that searchers will find their information directly on the search results page, rather than clicking through to a website to find the answer.  More convenient for users – so long as the information is accurate – but a huge loss for websites that are affected.

Here is an example of an answer box that shows all the relevant information on the page, meaning a user no longer needs to click on any of the search results.

howtoboileggThe actual number of answer boxes is still very small, despite what looks like a pretty dramatic jump, with answer boxes appearing for 3.5% of search queries, up from the 2.5%  it had been at previously, with tiny jumps.  But any time a feature jumps by 60%, you have to consider this is a definite change that Google deliberately made.

 

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Jennifer Slegg

Founder & Editor at The SEM Post
Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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