Google’s search results are constantly evolving, and the recent shift to expandable carousels marks a significant change in how content is presented. These carousels, often appearing for “best of” articles, product comparisons, and service rankings, provide users with a more interactive search experience. But what’s even more interesting is how these new features tie into Google Position Zero (I’ll explain what this is)—the coveted spot that appears above traditional organic search results.
In this article, we’ll explore how Google’s new expandable carousels tie into Position Zero, why ranking for these features can be easier than traditional keyword ranking, and how you can leverage this shift in SEO strategy.
How to Rank for Expandable Carousels and Leverage Google’s New Search Features
Google has been experimenting with new features in its search results to improve user experience, and one of the latest innovations is the expandable carousel. These carousels are a major shift in how Google presents “best of” content, comparisons, and product recommendations. By offering smaller, more digestible cards that can be expanded for deeper content, Google is increasingly offering a portal-like experience to users directly within search results.
But how does this affect SEO? Will it lead to more clicks? And what does the click-through rate (CTR) look like for this new feature?
What Are Expandable Carousels?
Traditionally, when searching for products, services, or rankings in Google, users often saw a large carousel of content—be it “best laptops,” “top-rated hotels,” or “best restaurants.” These results would typically show large cards, each representing a product or business. Now, Google has scaled down these carousels to smaller cards, allowing users to click to expand each one and explore additional “best of” articles, rankings, and detailed reviews within the same search result.
This new format is aimed at improving the user experience by offering quick access to curated content and reducing the need to navigate to multiple websites. It’s part of Google’s ongoing effort to provide a portal-esque experience that keeps users engaged within its ecosystem.
How Can SEO Benefit from Expandable Carousels?
As Google continues to prioritize user experience, there are clear opportunities for businesses and content creators to optimize their websites for these new carousels:
- Optimize for Featured Snippets & Rich Results: Google often pulls featured snippets and high-quality content for these carousels. To appear in the expandable cards, focus on creating in-depth, structured content like product reviews, comparison articles, and “best of” lists. Schema markup and rich snippets can help Google identify and showcase your content.
- Create Engaging, Structured Content: The new carousels are designed to expand and show detailed information. Content that is well-structured—such as comparison tables, FAQs, and product roundups—has a better chance of being highlighted in these carousels.
- Focus on Local SEO: Many carousel results highlight local businesses or services. Optimizing your Google My Business profile, using local keywords, and collecting positive reviews can improve your chances of being featured in these carousels, especially for searches like “best pizza near me” or “top-rated plumbing services.”
- Mobile Optimization: Since carousels are often featured in mobile search results, ensuring that your website is fully optimized for mobile is crucial. Mobile-friendly pages are more likely to appear in these engaging formats.
What’s the Click-Through Rate (CTR) for These Features?
As Google continues to test and refine the carousel format, one key question arises: How does it affect CTR?
While Google has not provided specific CTR data for the new expandable carousels, we can look at existing trends for similar features. For instance, featured snippets—which are often part of the expanded carousel content—boast an average CTR of about 27.6% for the top organic search results (according to Backlinko).
Additionally, studies on video carousels and rich snippets suggest that visually engaging content directly within search results often increases user interaction, although it can sometimes lead to a slight drop in organic CTR due to competing content formats.
The takeaway here is that interactive elements like carousels tend to drive more engagement, but the exact CTR depends on factors like the search intent, content type, and how well your content is optimized for Google’s algorithms.
What is Google Position Zero?
Google Position Zero refers to the featured snippet—the boxed, highlighted content that appears at the very top of search results. This content is often pulled directly from a webpage and displayed in a concise, easily digestible format. Whether it’s a definition, a how-to guide, a list, or a comparison table, the content in Position Zero answers a user’s query directly, without needing them to click through to a website.
Position Zero can appear for a variety of search queries, including question-based, “best of,” and comparison searches. It’s typically more prominent than the traditional organic search results, offering immediate visibility and often a higher click-through rate (CTR). The CTR for Position Zero content is generally high—around 27.6% for featured snippets—because of its visibility and prominence at the top of the page.
With the introduction of expandable carousels, which often contain featured snippets or “best of” content, Google is pushing for a more engaging and dynamic search experience. These carousels allow users to expand smaller cards to reveal more detailed content, essentially creating an experience where Position Zero content is not just a static snippet but an interactive feature that drives further user engagement.
Key SEO Stats for Featured Snippets in 2024
Featured snippets, often referred to as “Position Zero,” continue to play a significant role in search engine optimization (SEO) strategies in 2024. Here are some key statistics and insights:
- Click-Through Rates (CTR): Recent studies indicate that featured snippets have an average CTR of approximately 35%. This higher CTR is attributed to their prominent placement at the top of search results, making them more visible to users. – Moz
- Impact on Organic Traffic: Websites that secure featured snippets often experience a substantial increase in organic traffic. For instance, properties with featured snippets saw a 677% increase in weekly organic traffic, specifically for query-based searches. – Publish7 Blog
- Effect on Traditional Rankings: The presence of a featured snippet can influence the CTR of traditional organic listings. When a SERP includes a featured snippet, the SEO CTR for position one drops by an average of 5.3%. – Smart Insights
- Mobile vs. Desktop Presence: Featured snippets appear twice as often on desktop devices compared to mobile devices. This suggests that optimizing content for desktop search results may be particularly beneficial for securing featured snippets. – SEMrush
- AI Overviews Impact: The introduction of AI-generated overviews in search results has affected the prominence of featured snippets. While AI overviews provide concise answers, they have led to a reduction in the deployment of featured snippets, especially for general information queries. – Fast Company
These statistics underscore the importance of optimizing content for featured snippets to enhance visibility and drive organic traffic.
Final Thoughts
Google’s new expandable carousels are a fascinating development in the world of search, offering users a more dynamic and interactive way to explore “best of” content and product recommendations. For businesses and content creators, these carousels represent a valuable opportunity to increase visibility and drive traffic. By optimizing your content for featured snippets, using schema markup, and focusing on structured, engaging content, you can improve your chances of being featured in these new search result carousels.
As Google continues to evolve its search experience, staying updated on these changes will be crucial for ensuring your SEO strategy remains effective and competitive.
