the growth of google direct answers - a dreamforce14 presentation by danny sullivan
DESCRIPTION
View the #DF14 #Dreamforce14 presentation given by Danny Sullivan (@DannySullivan) Founding Editor & Chief Content officer of http://SearchEngineLand.com & http://marketingland.comTRANSCRIPT
![Page 1: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/1.jpg)
The Growth Of Google Direct AnswersDanny Sullivan
Founding Editor, MarketingLand.com & SearchEngineLand.com
@DannySullivan
![Page 2: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/2.jpg)
@dannysullivan
A Quick History Of Direct Answers
![Page 3: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/3.jpg)
@dannysullivan
Direct Answers Aren’t New & Google Didn’t Start Them
![Page 4: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/4.jpg)
@dannysullivan
Some Early History Of Direct Answers
AltaVista Shortcuts: In 2002, provided links to weather, stock quotes and more
Yahoo Shortcuts: In 2003, similar to AltaVista with weather, quotes, more
Google: In 2005, added weather then “Google Q&A” with fast facts on celebrities, planets, movies and more
Historic & current examples drawn from Google Direct Answers, Search Engine Land’s archive of stories on the topic...
![Page 5: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/5.jpg)
@dannysullivan
2007: Google Launches The “Plus Box”
![Page 6: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/6.jpg)
@dannysullivan
2007: Flight Tracking Takes Off
![Page 7: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/7.jpg)
@dannysullivan
2008: Olympics Information
![Page 8: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/8.jpg)
@dannysullivan
2009: Was That An Earthquake?
![Page 9: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/9.jpg)
@dannysullivan
2009: Sports Results
![Page 10: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/10.jpg)
@dannysullivan
2010: “Answer Highlighting” In Snippets
![Page 11: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/11.jpg)
@dannysullivan
2010: What Time Is The Super Bowl?
![Page 12: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/12.jpg)
@dannysullivan
2010: More Facts From “Google Squared”
![Page 13: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/13.jpg)
@dannysullivan
2010: Futbol!
![Page 14: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/14.jpg)
@dannysullivan
2010: Hockey
![Page 15: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/15.jpg)
@dannysullivan
2010: Suicide Prevention (& Why Direct Answers Are Great)
![Page 16: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/16.jpg)
@dannysullivan
2011: Snow Report
![Page 17: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/17.jpg)
@dannysullivan
2013: March Madness
![Page 18: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/18.jpg)
@dannysullivan
2014: Direct Answers Go BIG
![Page 19: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/19.jpg)
@dannysullivan
Menus
![Page 20: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/20.jpg)
@dannysullivan
Step-By-Step
![Page 21: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/21.jpg)
@dannysullivan
![Page 22: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/22.jpg)
@dannysullivan
Structured Snippets
Google Structured Snippets Officially Live In Search Results, Search Engine Land, Sept. 2014
![Page 23: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/23.jpg)
@dannysullivan
Direct Answers Now Appear More Often
![Page 24: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/24.jpg)
@dannysullivan
![Page 25: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/25.jpg)
@dannysullivan
![Page 26: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/26.jpg)
@dannysullivan
![Page 27: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/27.jpg)
@dannysullivan
Now In Nearly 4% Of All Queries, According To MozCast
Source: MozCast SERP Features Graph
![Page 28: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/28.jpg)
@dannysullivan
Concerns Over Credit
![Page 29: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/29.jpg)
@dannysullivan
2011
![Page 30: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/30.jpg)
@dannysullivan
2014
![Page 31: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/31.jpg)
@dannysullivan
2010
![Page 32: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/32.jpg)
@dannysullivan
2014
![Page 33: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/33.jpg)
@dannysullivan
2007
![Page 34: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/34.jpg)
@dannysullivan
2014
![Page 35: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/35.jpg)
@dannysullivan
2014
![Page 36: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/36.jpg)
@dannysullivan
Are You Thinking WTF Google?
![Page 37: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/37.jpg)
@dannysullivan
![Page 38: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/38.jpg)
@dannysullivan
![Page 39: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/39.jpg)
@dannysullivan
![Page 40: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/40.jpg)
@dannysullivan
Sourcing The Sources Some answers done through partnerships; menus, for example, from third-party provider
Others are just because facts is facts, says Google…
When Google Shows A Source Or Credit For Quick Answers & Knowledge Graph, Search Engine Land, Sept. 2014
![Page 41: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/41.jpg)
@dannysullivan
So Direct Answers Will Kill SEO?
![Page 42: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/42.jpg)
@dannysullivan
Stone Temple Study: Links Are Often Provided
The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana
, Stone Temple Consulting
![Page 43: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/43.jpg)
@dannysullivan
But Time At Google Itself Is Up
Search Engines Keep Searchers Longer Before Referring Traffic To Web SitesMediaPost, Sept. 2014
![Page 44: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/44.jpg)
@dannysullivan
Not All Steps Provided
The Great Knowledge Box Showdown: Google Now vs. Siri vs. Cortana
, Stone Temple Consulting
![Page 45: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/45.jpg)
@dannysullivan
Google Mines Answers From Others, Then Stores Them
More Google Answer Boxes, with Bonus Experiment!Moz, Oct. 2014
![Page 46: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/46.jpg)
@dannysullivan
SEO Is Dead!
![Page 47: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/47.jpg)
@dannysullivan
Not quite…
![Page 48: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/48.jpg)
@dannysullivan
IncompleteAnswers
![Page 49: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/49.jpg)
@dannysullivan
Weird Answers
![Page 50: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/50.jpg)
@dannysullivan
NSFW Answers
![Page 51: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/51.jpg)
@dannysullivan
You Know Nothing, Google!
Photo of Ygritte from HBO –Watch Game Of Thrones!
![Page 52: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/52.jpg)
@dannysullivan
Reasons To Relax
Google isn’t perfect, can’t turn everything into direct answers
Direct answers still small, single percentage amount of searches
Many searches are complex in nature or multi-session
Publishers aren’t reporting major traffic drops
But stay tuned -- concerns remain & people are watching to see
if Google maintains search engine “balancing act,” especially if the Knowledge Vault really does come
![Page 53: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/53.jpg)
@dannysullivan
Things To Do
Don’t like? Nosnippets tag is about the only option
Want? Put more information in tables for structured snippets
As always, be the essential answer Google avoid pointing to
And keep on SEOing, our Periodic Table Of SEO is a good start
![Page 54: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/54.jpg)
@dannysullivan
![Page 55: The Growth of Google Direct Answers - A Dreamforce14 Presentation by Danny Sullivan](https://reader035.vdocuments.us/reader035/viewer/2022081518/5469e44aaf7959cb768b688f/html5/thumbnails/55.jpg)