Columnist Danny Sullivan explains a recent change in Google's search engine results pages in terms tailored for busy CMOs making critical decisions.

Digest...

With the structured snippets, Google is trying to organize some of that information — to give it structure — so that it understand certain facts like camera weight or other data points. Often, Google is better able to understand it because the information is in a chart or table.

Google’s only been doing structured snippets for a few weeks, so it’s too early to say if it’s having an impact that causes sites to lose traffic. Direct Answers have been around longer; and so far, there’s been no major reports of many sites losing traffic because of them. Given this, structured snippets probably won’t be a major cause for concern.

Google’s really looking to see if you have key information about a product or service listed in a table. If you can give information about a product structure by organizing it into a nice table that helps increase the odds Google will extract parts of your table to use in structured snippets.

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