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The Growth Of Google Direct Answers 
Danny Sullivan 
Founding Editor, MarketingLand.com & SearchEngineLand.com 
@DannySullivan
A Quick History Of Direct Answers 
@dannysullivan
Direct Answers Arenโ€™t New & Google Didnโ€™t Start Them 
@dannysullivan
Some Early History Of Direct Answers 
๏‚ช AltaVista Shortcuts: In 2002, provided links to 
weather, stock quotes and more 
๏‚ช Yahoo Shortcuts: In 2003, similar to AltaVista with 
weather, quotes, more 
๏‚ช Google: In 2005, added weather then โ€œGoogle Q&Aโ€ 
with fast facts on celebrities, planets, movies and more 
Historic & current examples drawn from Google Direct Answers, 
Search Engine Landโ€™s archive of stories on the topic... 
@dannysullivan
2007: Google Launches The โ€œPlus Boxโ€ 
@dannysullivan
2007: Flight Tracking Takes Off 
@dannysullivan
2008: Olympics Information 
@dannysullivan
2009: Was That An Earthquake? 
@dannysullivan
2009: Sports Results 
@dannysullivan
2010: โ€œAnswer Highlightingโ€ In Snippets 
@dannysullivan
2010: What Time Is The Super Bowl? 
@dannysullivan
2010: More Facts From โ€œGoogle Squaredโ€ 
@dannysullivan
2010: Futbol! 
@dannysullivan
2010: Hockey 
@dannysullivan
2010: Suicide Prevention (& Why Direct Answers Are Great) 
@dannysullivan
2011: Snow Report 
@dannysullivan
2013: March Madness 
@dannysullivan
2014: Direct Answers Go BIG 
@dannysullivan
@dannysullivan 
Menus
Step-By-Step 
@dannysullivan
@dannysullivan
Structured Snippets 
Google Structured Snippets Officially Live In Search Results, 
Search Engine Land, Sept. 2014 
@dannysullivan
Direct Answers Now Appear More Often 
@dannysullivan
@dannysullivan
@dannysullivan
@dannysullivan
Now In Nearly 4% Of All Queries, According To MozCast 
Source: MozCast SERP Features Graph 
@dannysullivan
Concerns Over Credit 
@dannysullivan
2011 
@dannysullivan
2014 
@dannysullivan
2010 
@dannysullivan
@dannysullivan 
2014
2007 
@dannysullivan
@dannysullivan 
2014
2014 
@dannysullivan
Are You Thinking WTF Google? 
@dannysullivan
@dannysullivan
@dannysullivan
@dannysullivan
Sourcing The Sources 
๏‚ช Some answers done through partnerships; menus, for example, 
from third-party provider 
๏‚ช Others are just because facts is facts, says Googleโ€ฆ 
When Google Shows A Source Or Credit For Quick Answers & Knowledge Graph, 
Search Engine Land, Sept. 2014 
@dannysullivan
So Direct Answers Will Kill SEO? 
@dannysullivan
Stone Temple Study: Links Are Often Provided 
@dannysullivan 
The Great Knowledge 
Box Showdown: Google 
Now vs. Siri vs. Cortana, 
Stone Temple Consulting
But Time At Google Itself Is Up 
Search Engines Keep Searchers Longer Before Referring Traffic To Web Sites 
MediaPost, Sept. 2014 
@dannysullivan
Not All Steps Provided 
@dannysullivan 
The Great Knowledge 
Box Showdown: Google 
Now vs. Siri vs. Cortana, 
Stone Temple Consulting
Google Mines Answers From Others, Then Stores Them 
More Google Answer Boxes, with Bonus Experiment! 
Moz, Oct. 2014 
@dannysullivan
SEO Is Dead! 
@dannysullivan
Not quiteโ€ฆ 
@dannysullivan
@dannysullivan 
Incomplete 
Answers
Weird Answers 
@dannysullivan
@dannysullivan 
NSFW 
Answers
@dannysullivan 
You Know 
Nothing, 
Google! 
Photo of Ygritte from HBO โ€“ 
Watch Game Of Thrones!
Reasons To Relax 
๏‚ช Google isnโ€™t perfect, canโ€™t turn everything into direct answers 
๏‚ช Direct answers still small, single percentage amount of 
searches 
๏‚ช Many searches are complex in nature or multi-session 
๏‚ช Publishers arenโ€™t reporting major traffic drops 
๏‚ช But stay tuned -- concerns remain & people are watching to see 
if Google maintains search engine โ€œbalancing act,โ€ especially if 
the Knowledge Vault really does come 
@dannysullivan
Things To Do 
๏‚ช Donโ€™t like? Nosnippets tag is about the only option 
๏‚ช Want? Put more information in tables for structured snippets 
๏‚ช As always, be the essential answer Google avoid pointing to 
๏‚ช And keep on SEOing, our Periodic Table Of SEO is a good start 
@dannysullivan
@dannysullivan
The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan

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The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan

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