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Featured Snippets callouts now uses MUM and general consensus

Now, with the help of MUM, Google can understand if there is a consensus across the web to help highlight the callout portions of the featured snippets.

Here is an example

Google featured snippet callouts, the word or words called out above the featured snippet in a larger font, now can be powered by MUM (which is a new and rare use of MUM in search) to check what other sources are saying about the topic. Google said, "our systems can check snippet callouts against other high-quality sources on the web, to see if there's a general consensus for that callout, even if sources use different words or concepts to describe the same thing."

After cross referencing with the monthly search volume for these questions, she added some of these as H3s within the guide to see how they would perform. They resulted in so much more traffic that she decided they warranted their own individual guides, hence the idea for the hub. This would mean we weren’t putting all of our eggs into one basket, and that we could also internally link all of them together for users wanting to read more. Users that are further down the marketing funnel don’t want to scroll down a huge guide to find the answer to their specific question, and we were certain that this would positively affect bounce rate. We therefore made sure that nine times out of 10, the H1 contained the question that was being answered.

the content hub

As Alan Kent of Google recently said on Twitter “a merchant’s product page with user reviews is not considered a “product review page” in this context.”

Identify product reviews. Google also recently clarified that structured data may help Google identify product review-type content, but it is one of many ways Google identifies such content. Danny Sullivan wrote, “as for structured data, it might help us better identify if something is a product review, but we do not solely depend on it.”

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Make sure it’s mobile-friendly

Content is automatically eligible to appear in Discover if it is indexed by Google and meets Discover's content policies. No special tags or structured data are required.

Monitor your performance on Discover

There is still human supervision [required]

make predictions with successful outcomes

Amazon and eBay are very popular brands, but they lack authority in certain thematic areas. That’s why more specialized stores usually rank better than the big e-commerce portals.