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Google is now using ‘rich snippets’ where they placed overviews answers to the search results.
In the past, when someone Googles something for information, Google will look for the best answer and display links to those webpages. You would then click on your chosen webpage and read the answers from there thereby the site owner gets traffic.
Currently, Google is borrowing content from other people’s websites and displaying them as snippets. Since the answer is usually displayed outright in that snippet, it reduces the number of times that people need to click through to the article from which the information comes from. Web owners will not be getting the traffic as people will no longer be leaving Google.com – it has stolen the traffic away.
Traffic is the lifeblood of blogs and without traffic, you can't have monetization. So what do you do about this?
- Even if the rich snippet is present, Google still places your link for that article. You can still capture that traffic although it’ll be less than it used to be — some traffic is better than no traffic. Continue to create quality content to get your link up there.
- Target content where rich snippets can't give all the answers. For example, if I have a blog with 17 tips on time management, rich snippets can only display the first 3 tips are those are the only once which can fit in the snippet box. The reader will, thereby, have to click on my blog link to be able to read more.
- Use Google Analytics to check whether your top-ranking pages are showing snippets and understand how you can modify your content to cause click-throughs. You can choose complicated topics and avoid the ones where the question can easily be answered.
- Make your blogging and content creation snippet-aware in order to combat this. There's a lot of content that is not snippet compatible.
- Leverage blog commenting to generate traffic. We are now moving to social media in terms of engagement, but blog comments still do occur. A useful thing to do when you're trying to become an authority in a niche or creating content that you want people to find is to go find channels where people are talking about your topic and contribute to that conversation. This could build up a following and click-throughs back to your blog.
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