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Friends, I have a confession to make. 

There are moments when I obsess over Google’s algorithm in the same way that certain movie characters might obsess about their exes.

I mean, we all do, right? After all, just look at how much my colleagues and I discussed it right here on the Marketing Blog. Here’s what Google did this month. Here’s what Google’s doing next. Here’s how search is changing. Here’s how it works.

And now, Google itself has decided to carry its own torch on that last part — how it works.

Most recently, Danny Sullivan, Google’s public liaison for search, published a comprehensive blog post on the search engine’s featured snippets: the concise responses to search queries that appear above general results.

The post dives into what a featured snippet might look like depending on how a search was conducted (like voice or mobile), or what information is being requested.

Sullivan also acknowledged where Google has gone wrong with featured snippets, and how it plans to approach them moving forward.

Naturally, my team had our own take.

Featured snippets drive traffic — but not always.

When featured snippets first began appearing in Google search results in January 2014, it immediately caused chatter among marketers and SEOs alike. And as Sullivan acknowledged in his blog post, many were concerned that traffic would drop — as a result, for example, of users finding the information they needed right away from the featured snippets, therefore not clicking to visit any sites.

Then, there was the issue of how this would change the concept of “position one” on the search results page (SERP) — would anything below the featured snippet even matter anymore?

And as Sullivan noted, Google found that the featured snippets did, in fact, drive traffic — to the sources of information within them. Position one, it turned out, might become obsolete after all.

Simply put, “you don’t get as much organic traffic from being in position one when there’s a snipped above your search result,” says HubSpot’s SEO Associate Marketing Manager Padraig O’Connor. “They take clicks away from the search results beneath them, which is why businesses can’t afford to not optimize their content for featured snippets.”

Back in December, we wrote about our own research on just how much featured snippets eat into blog traffic. Consider that on SERPs with no featured snippet, we found that the first result can expect to bring in about 33% of the total clicks. The second result accounts for 18%, and the rest, 11% or under.

But when the SERP does feature a snippet, we found that it does receive a high ratio of clicks — about 50%, versus the 33% received by the position one result on SERPs without one. That means that when there’s a featured snippet, it decreases clicks on the remaining results below it to the point that some of the top 10 become nearly obsolete.

But the featured snippet doesn’t always drive clicks. Remember that Google itself noted predictions that once users saw the information they were seeking in the featured snippet, they might exit and move on. According to O’Connor, those predictions were accurate.

“Sometimes people find the answer they wanted from the snippet and don’t click any result. We know this from experiments our SEO team ran here at HubSpot,” he explains, noting a test in which we found that our post on Facebook cover photo tips appeared as the featured snippet in results for the query, “Facebook cover photo dimensions” — but didn’t drive clicks.

“As a result,” O’Connor says, “it’s important for marketers to add a ‘hook’ in their featured snippets that makes people want to click through.”

Google doesn’t always get the featured snippet right — which makes it even more important.

The introduction of featured snippets, like many of the other ways Google has changed its algorithm, was meant to solve for the user.

“We believe this format will help people more easily discover what they’re seeking,” Sullivan wrote in his blog post, “both from the description and when they click on the link to read the page itself.”

And while that path was seemingly paved with good intentions — Google didn’t always get it right. In fact, our research found that only 7% of people actually trust featured snippets — and that 21% never trust them.

My own, lighthearted research supported these findings, like when  I searched for, “Why are dogs the best?”

While the featured snippet gives me some nice information about the history of dogs becoming domestication, it doesn’t really tell me anything about what, specifically, makes them such great little creatures. 

Four-legged friends aside, Sullivan admitted that Google itself has realized some of its less-than-accurate featured snippet results, using the query “how did the Romans tell time at night” as an example.

Source: Google

Notice that the query specifically asks how this works at night — when a sundial, which is the method indicated in the featured snippet on the left above, “would be useless,” as Sullivan put it.

But Google is investing efforts into optimizing featured snippets results to reflect accurate information that better aligns with the user’s full query, which is illustrated by the newer (correct) featured snippet on the right in the image above.

That Google is making such an investment, says O’Connor, should give marketers pause — and the realization that Google is only placing a growing amount of importance on the featured snippet on SERPs.

“This highlights that Google is doubling down on featured snippets,” he explains, “and marketers need to optimize their content if they want to be featured.”

Voice search is going to shape the way this works.

When Sullivan explained the reasoning behind Google’s introduction of featured snippets, he made a short, but extremely important point:

“It’s especially helpful for those on mobile or searching by voice.“

In May 2016, Google CEO Sundar Pichai noted in his I/O keynote that 20% of its mobile app and Android device searches were executed by voice — a figure that has likely only increased in the roughly 20 months since it was first unveiled, especially when you consider the near-saturation of the voice assistant device market.

In other words, the way people are searching is evolving — quickly.  A growing number of people are becoming personal assistant device owners, and therefore executing a larger number of voice search queries. Just have a look at this more recent data from Google:

So, what does this mean? With more people seeking information by voice — and with Google Home, for example, delivering that information by way of a spoken featured snippet — marketers will have to consider these multiple levels and methods of search when it comes to optimizing their content.

Of course, optimizing for voice search won’t result in more clicks. Google Home does typically cite the result of the featured snippet in a spoken result, and there are options to learn more through its app, but most users will not get to the point of clicking when seeking information by voice.

Nonetheless, this continued evolution of search — and Google’s growing emphasis on the featured snippet — does have crucial implications for search marketers and the way content is optimized. 

“With the increase in new features in the search results page, most notably Featured Snippets, and the increased importance of voice search, the way that marketers think about optimizing content for search has shifted a lot,” says Matt Barby, HubSpot’s Director of Acquisition. “It’s tough to predict how Google will ultimately enable searchers to consume that content, so creators have to optimize for multiple outcomes at the same time.”

Sullivan’s blog post, however, was just one in what Google says will be a series on how its search engine works, so it’s possible that it will continue to shed light on its plans for the delivery of search results — by mobile, desktop, or voice.

But in the meantime, here’s a primer on how to get started with featured snippet optimization, which contains even more information on just why it’s so important — and why we all have to adapt.

“It’s the wild west here,” says HubSpot SEO Manager Victor Pan. “Businesses with experimentation and agility in their DNA will be the ones that win.”

Featured image source: Google

The marketing spoof is one of the best and worst institutions in our industry.

Done well, it can result in one hilarious comedy skit after another, like SNL’s recent parody of an ad for the smart home assistant, Amazon Echo. Even Apple’s advertising has been parodied far and wide over the last decade, there may be more fake “Mac vs. PC” ads than real ones.

Done poorly, though, pop-culture parodies can result in awkward laughter, uncomfortable silence, or even lawsuits. For instance, a temptation to hijack the success of Old Spice yielded this painful shower scene, while this doctor’s attempt landed him in hot water with the legal team at Procter & Gamble.

Indeed, the internet has significantly reduced the barrier to entry for anyone with the ambition to mock real brands. Nowhere is this barrier lower than on Twitter, and today, brands like Netflix are making the funnies themselves.

Of course, we’ve got our favorites. Here are our top 10 funniest parody Twitter accounts we think you should start following today, along with some shining examples of their tongue-in-cheek Twitter brilliance.

The 10 Funniest Parody Twitter Accounts to Follow Right Now

1. @SunnyinHawkins — It’s Always Sunny in Hawkins

You don’t have to watch “It’s Always Sunny in Philadelphia” to enjoy this Twitter handle, but “Stranger Things” fans in particular will get a kick out of this hysterical take on one of their favorite Netflix shows.

The setting of “Stranger Things,” Hawkins is a fictional town in Indiana that’s played host to a series of demonic events — all centered on one group of curious kids. It turns out the chemistry between the cast is so adorable, you can’t help but imagine them in a comedy much like “It’s Always Sunny in Philadelphia,” the longer-running show on FX. Well, imagine no more:

2. @Queen_UK — Elizabeth Windsor

Those in the Royal Family are among the most beloved Brits in the world, but the Queen of England is far better known for her leadership and smarts than for her sense of humor.

While the power trio of Prince William, Prince Harry, and Princess Kate have lightened up public appearances with dancing or informal banter (karaoke with Taylor Swift, anyone?), the Queen has remained steadfast in a traditional approach to interacting with her constituents.

This focus on the traditional provides the perfect springboard for Twitter mockery, some highlights of which are outlined below:

3. @NetflixIsAJoke— Netflix Is A Joke

Who would say such a thing?! Actually, Netflix would.

This is a verified sibling account to Netflix, dedicated to the stand-up specials and comedy series it streams for subscribers (get the account name?). And it pokes fun at Netflix as much as it pokes fun at us for the hilarious things we might binge at midnight.

In between the valuable new-show announcements, it engages with the comedians we all love while ensuring no one subscriber holds their chin too high for their weekend plans:

4. @CentralSqPigeon — Earnest Pigeonway

Is Central Sq. Pigeon the most popular parody Twitter account on the web? Certainly not … but it’s one of the funniest Twitter accounts in Greater Boston.

Many have heard of common squirrel, a parody account that documents the daily life of a mid-sized rodent. However, I’d personally take Central Sq. Pigeon, formally known as Earnest Pigeonway, over common squirrel any day. It helps that Central Sq. Pigeon is run by HubSpot designer Tyler Littwin, but what wins the day from our perspective is the stunning insight into the inner workings of a city pigeon navigating the big bad world of Cambridge, Mass.

Here’s a bird’s-eye view (sorry) of what you can expect by following him:

5. @SarcasticRover — Sarcastic Rover

This isn’t just a must-follow for any space lover. It’s amusing internet fodder for everyone who advocates for a more science-literate culture — even if it starts with a cute, fake Twitter handle inspired by the real Mars rover, Curiosity.

The feisty space robot may or may not give you all the facts about the red planet, but it obviously has the approval of numerous space authorities: Bill Nye, SpaceX, and Space.com are all known Twitter followers!

Enjoy its extraterrestrial innocence, at your leisure:

6. @OnionSports — Onion Sports Network

The Onion is the unmatched master of sarcasm and spoofs, so it’s little surprise that its sports-related Twitter account offers the funniest reflections on sporting events and celebrities of the day.

Most sports-oriented Twitter accounts ebb and flow on frequency and quality or require significant knowledge of the team or athlete involved. @OnionSports, though, runs the gamut, mocking avid fans and large sports culture events alike, making it the ideal sports parody account of choice to follow — especially when the Super Bowl nears:

7. @Lord_Voldemort7 — The Dark Lord

He Who Shall Not Be Named (of Harry Potter fame) is a force to be reckoned with at Hogwarts and in the Twitterverse. The Dark Lord account has amassed over 2.2 million followers thanks to its witty banter. Some highlights include Quidditch jokes during the Super Bowl and the Bieber commentary below.

Sure, there are some jokes that you have to be a Harry Potter fan to understand (Snape references are pervasive), but many of the tweets are funny with even a cursory knowledge of J.K. Rowling’s books and the films they spawned (especially after a few swigs of butterbeer):

8. @Chuck_Facts — Chuck Norris

One of the world’s most beloved action stars is not only a staple on the infomercial circuit, but he’s also a Twitter gem for “Chuck facts” sure to delight any cocktail party or water cooler.

One of my favorite standouts includes “Love does not hurt. Chuck Norris does.” It’s hard to choose one favorite tweet, however, when this parody account offers wisdom ranging from coding jokes to “Only Chuck Norris can prevent forest fires.”

9. @DarthVader — Darth Vader

Self-described “Evil Orphan Ani” (Anakin conveniently being Vader’s real name), this guys sounds more like a passive-aggressive actor than the Lord of the Sith. And it’s pretty darn funny.

Since the Star Wars franchise was rebooted in 2015, this parody Twitter account has had plenty to talk (or rather, rant) about. From grilling Star Wars fans about their favorite character to reminiscing over some of his most terrible accomplishments on behalf of the Galactic Empire, there’s no shortage on content to keep the Twitterverse focused on a galaxy far, far away:

10. @BoredElonMusk — Bored Elon Musk

Elon Musk’s escapades as an entrepreneur and marketer are well documented. The PayPal veteran and Tesla executive is known for his visionary ideas, outlandish press conferences, and dynamic relationship with realism. From announcing a high-speed Hyperloop between San Francisco and Los Angeles, to a series of high-profile battles with journalists, Musk is long on vision and short on patience — which makes him an ideal candidate for a parody Twitter account.

This absurd account is certainly worth a follow for its sketches, witty asides, and running commentary on all of the Valley’s most overused buzzwords:

Parody Twitter accounts offer a welcome break (and laugh) in the middle of a long day, but they also remind all of us who use social media regularly to have a sense of humor and think about what our customers, prospects, and leads actually want to see from us on a daily basis. Sometimes, it’s to not take ourselves too seriously.

My college roommate was the fastest writer I’ve ever met. If he had a 10 page paper due at 9 AM on a Thursday, he would start writing it at 6 AM … that day. And the craziest part of all was that he always got A’s. I couldn’t never grasp how he could do something in a few hours that took me a full school week to do.

When I asked him how (and why) he did everything last minute, he told me that he needed the pressure of an impending deadline to spark his motivation. He also told me that if you leave things last minute, they only takes a minute to do. Wise words.

Leaving things to do last minute can be an effective, yet nerve-racking, way to work faster, so I decided to research some more science-backed alternatives for improving efficiency. Read on to learn how you can build speed as a habit and boost your productivity.

1. Set deadlines for each of your tasks.

According to Parkinson’s law, the amount of time you spend on a certain task depends on how much time you make available to complete that task. If you don’t give yourself a deadline to finish a task, then you’ll take as long as you like on it. But if you enforce a time limit on a task, the pressure you feel trying to beat the clock will compel you to finish the task before your deadline ends, forcing you to work faster.

Timing your tasks can also put you in a mental state of flow. Flow is when you’re so immersed in an activity that you can only focus on that said activity, unaware of everything else going on like your thoughts, emotions, and time. In other words, you’re in the zone.

Flow occurs when you set clear goals that are challenging, yet attainable. Accomplishing them requires full focus and complete control of your skills.

Setting a time limit on a task is an effective way to trigger flow. Finishing a task before time runs out is a manageable goal. And it produces just enough pressure and stress to thrust you into full focus, which enables you to use your skills to their highest potential.

2. Break projects down into smaller tasks.

Starting a new project is always daunting. There’s a ton of work to do, and the finish line is barely visible. Since the reward of this big accomplishment is so far away, it almost seems like it’s not even worth starting. It’s easy to slug through work when you don’t feel a sense of accomplishment everyday.

But what if you could feel accomplished multiple times a day? Would you feel energized and motivated to work harder and faster?

Harvard Business Review analyzed over 12,000 diary entries of knowledge workers and discovered that a sense of progress, no matter how big or small, was the most important factor in boosting emotions, motivation, and perceptions during the work day. And the more frequently workers experienced progress, the more productive they were.

If you break down projects into small tasks, you can achieve a minor goal or even multiple goals in one day instead of one major goal in a few days, weeks, or even months. Constantly feeling a sense of progress is what boosts your morale and productivity in the long term. Small wins help you work faster.

3. Work around other people.

Have you ever played a sport or an instrument in front of an audience and realized you performed better compared to when no one’s around? When I play guitar and sing by myself, I think I sound good, not great. But when I play and sing in front of my friends, I think I sound like Justin Bieber.

This can be attributed to a psychological phenomena called social facilitation. If you perform something in the presence of others, their evaluation of you inflates your level of psychological engagement. This added stress helps you perform well-rehearsed or easy tasks better in front of people compared to when you’re alone. Psychologists have witnessed social facilitation occur with cyclists, students, and even cockroaches (yes, they made cockroaches perform a task in front of a cockroach audience).

If you feel like you’ve mastered your job, but want to build more speed, try working around other people. When people can see what you’re doing and potentially evaluate you, your stress levels will reach an optimal level, prompting you to work harder and faster.

4. Work within ultradian rhythms.

The human body operates on 120-minute biological intervals throughout the day called ultradian rhythms. During the first 90 minutes of the interval, your mental energy peaks, and after that, your mental energy drops down into a trough for about 30 minutes.

To maximize speed and productivity, it’s best to work in 90 minute sprints when your body is naturally energized, followed by 30 minute rest periods when your body is naturally exhausted. This allows you to take full advantage of your body’s fluctuating energy levels.

Sustaining your focus for 90 minutes straight can be a challenge, though. According to Psychology Today, people can only stay focused for 20-25 minutes before their mind starts to wander.

To work with your attention span, use the pomodoro technique during your 90-minute sprints (Work for 25 minutes, then rest for 5 minutes).

Working while you’re naturally energized, resting while you’re naturally exhausted, and taking short breaks to restore focus will ultimately help you reach peak productivity and speed.

5. Listen to white noise.

Music has always been a mood-lifter, but it’s hardly a speed-builder. According to Psychology Today, listening to music with words makes your brain’s language centers pay more attention to the song’s lyrics than your current task, if it requires reading, writing, or talking.

Listening to new music is also not conducive for productivity. New music is novel, and since your brain likes novelty, it releases dopamine when you listen to it. This draws your attention toward the music and away from work. So contrary to popular belief, even though classical music and movie soundtracks usually don’t have words, if you never listen to those genres, they can actually disrupt your concentration,

But what should you do if your workplace is too loud or you’re tired of listening to those annoying spurts of clacking keyboards or colleague chatter?

White noise is your solution.

According to the Journal of Consumer Research, ambient noise at a moderate volume is ideal for enhancing creative performance. Throwing a pair of noise cancelling headphones on and playing white noise can replicate this effect.

White noise sustains concentration because it’s constant. It sounds the same, so your brain gets used to it. Auditory distractions can’t affect you anymore. This boosts your focus on the current task at hand, allowing you to work faster.

6. Find an accountability partner.

Gretchen Rubin, a renowned researcher of human nature and happiness, recently released The Four Tendencies, a book that dives into how humans respond to expectations. She discovered that humanity falls into one of four categories: Upholder, Questioner, Obliger, and Rebel.

Most people belong to the Obliger category. Obligers eagerly meet outer expectations but struggle to meet inner expectations. For example, Obligers never miss deadlines, but they also can’t seem to find time to exercise.

To help them meet their inner expectations, it’s crucial for Obligers to attach outer accountability to these internal goals. And one of the most powerful accountability tools is having an accountability partner.

No one wants to let other people down or be perceived as lazy and unproductive. That’s just human nature. So, for instance, promising your manager or colleague that you’ll write 1,000 words every day — and having them regularly check up on you — will motivate you to actually get it done and help you work more efficiently.

7. Silence your inner perfectionist.

Perfection and speed don’t mesh well. Repeatedly reviewing your work, triple-checking for errors, and doing extra work rather than entrusting it with others delays progress, drains your energy, and can ravage your emotional health. Perfection is the enemy of productivity.

The problem with perfectionists is that they have an all or nothing mentality. If their work isn’t perfect, they consider it a failure. The thing is, you can keep polishing and refining your work, but your efforts will only produce marginal improvements — and it’ll be late. It’s important to remember that most companies consider producing good work and hitting deadlines a huge success.