Several people have recently observed the appearance of double featured snippets in Google search results. This type of snippet includes a second featured snippet below the first one, effectively displaying information from two websites and ads in the space typically reserved for ten websites.
Here is a screenshot of the tweet:
Many others on Twitter also mentioned spotting the double featured snippet.
Here is an example of another Double Snippet:
A Twitter user shared a screenshot of a double featured snippet in Google’s search results.
A double snippet with ads on top results in just two organic listings alongside ads. Some Twitter users expressed concerns about the reduced number of potential search listings.
I asked Tony Wright, CEO of WrightIMC, about this. Tony observed that double snippets offer an opportunity for search marketers.
“From an optimization standpoint, I love the fact that there is more than one chance for my site to appear as the answer in a double snippet.”
This perspective makes sense. The top search listing garners the most attention, while the second listing receives the next largest share. The click-through rate drops significantly from positions three and lower, making it less worthwhile to rank there.
Another way to view this is that Google likely displays these double featured snippets for queries where user intent is clear and unambiguous. Otherwise, these snippets would overshadow other user intents.
Triple Panel Search Results
Bill Hunt of Back Azimuth Consulting pointed out that Google is displaying triple panels. These consist of an advertising panel on top, followed by a featured snippet panel, and then a People Also Ask (PAA) panel.
As seen below, this setup effectively showcases just one organic result from a single web page.
This search result features a single organic link, surrounded by sponsored links above and a People Also Ask panel below.
Bill Hunt’s example search query that triggered a triple panel result is vague: (Best Smart TV’s). Google increasingly encourages users to refine their queries through features like the People Also Ask panels. This approach leads to more precise matches for what users are truly seeking.
Does a user want a 70-inch 4k TV or a 40-inch smart TV? A query like "best smart TV" is quite vague.
Bill Hunt sees the opportunity and comments:
“Google added secondary queries like ‘Under 50 and 42 inch’ smart TVs. Second-tier sites capitalized on it and got the drill down.”
"My take is not enough people monitor this and think about it—while not scalable, it is great for precision matching in the drill down, which will get you traffic and, most importantly, sales. Further, you may have only one chance at a listing, so why not strive to get one of these?”
This suggests that the value of such vague queries lies in the drill-down opportunities Google offers. The real chance is in targeting the more precise search results, such as “Which brand is best for Smart TV," etc.
Look for the Opportunity
When Google introduces changes, it’s common to react negatively and feel disadvantaged. However, it’s notable that respected figures in the search marketing industry view these changes as opportunities.
I tend to agree. There’s no benefit in doing nothing, but there’s plenty of potential in understanding the changes and discovering the opportunities they present.
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Images by Shutterstock, Modified by Author
Screenshots by Author, Modified by Author
