Everyone wants to rank for the top spot on the search results. Why?
- Free exposure
- Surge in traffic
- High conversion rates
- Increased CTRs, you name it.
Because of that, you may be pushed to engage in shortcuts like blackhat SEO tactics and so on that can harm your website soon or later.
However, there is a way of ranking on top of the search results without having to engage in shortcuts—and no, it’s not paid advertising—and to be honest, not all SEOs or business owners have succeeded at it.
This strategy is known as as featured snippets where you optimize your content in such a way that Google can use it for the spot “zero” on the search results.
The good thing about it is anyone, regardless of their brand size or budget, can use it.
Let's find out more about it.
What Are Featured Snippets?
Featured snippets are summaries of information extracted from an article or a blog and displayed at the top of the first page of Google’s search results.
For Google to consider your website for such a position, you need to prove your content is worthy and deserves to be seen by users.
Worthy content means content that answers users’ questions, is comprehensive and is relevant to the given topic.
Featured snippets have similar characteristics with some additions to it such as:
- Short in nature, i.e. less than 300 words.
- Answers a reader's question fast.
- Has precise and clear information.
They dominate SERPs and can be acquired without being top in your industry.
This means that you don't need to be number one in your niche to get your content on featured snippets.
Another thing about featured snippets is that your article can get featured for different search terms if you do it right.
For example, if you pick a topic to write about like, “how to make a saddle” and then include and optimize other subtopics such as, “What is a saddle”, or “Why should you make your own saddle” in the right way, you can get featured for one subtopic and the topic or for both.
That’s cool, right? Let's look at the four types of featured snippets that exist.
Types of Featured Snippets
#1. Paragraph Snippets
These are the most common types of featured snippets that appear on SERPs. They provide precise answers to user’s questions depending on the keyword used to search the query.
They come in the form of blocks of text and can sometimes be accompanied by relevant images. To rank for this type of snippet, use an appropriate keyword and make your content precise to the point.
#2. List snippets
List snippets appear in the form of bullets for a summary with an unordered list or numbers for a list that follows an order.
Unordered lists follow no sequence. A good example is an ingredient list for a recipe.
On the other hand, an ordered list is a step-by-step guide that follows an order where the first step guides the next. For example, a list with steps on how to cook. The final step cannot come first and vice versa.
To get a list snippet feature, ensure you add bullets to your list, make the list in the right order, and use the right keyword to rank for it.
#3. Table snippet
Table snippets are presented in the form of a table with rows and columns. Usually, they contain detailed information on numerical data like currency conversion rates.
To get your content featured as a table snippet, use an actual table to represent your data, make it simple and easy to interpret, use a headline for it and of course use a relevant keyword.
#4. Video snippets
Video snippets are short video clips that answer specific questions of a given topic. They are the least common type of featured snippets that make up less than 5% of featured snippets.
Most video snippets come from YouTube videos. So to acquire a video snippet on Google it is best to upload it on YouTube and embedd it on your website page.
Use a keyword-rich title and description, a clear voice-over, and provide exact answers to user's queries.
Why Are Featured Snippets Important?
Gaining the trust of a well-known search engine, such as Google to the point they showcase your work at the top of their first search page is what earning a featured snippet does for you.
This doubles up as a great marketing strategy. Some other reasons why you should aim to get a featured snippet are:
i) Brand Authority
Featured snippets provide outstanding compelling content that meets Google’s content quality evaluator (E-E-A-T) and prove to not only Google but also users that you can be trusted as a source of information.
This trust will build users' confidence in your brand and keep them coming back for more. I’m sure there are some brands you always visit whenever you have a question within various niches in an industry.
The more visits you get the more authority you command.
ii) Increased Website Visibility
No one can ignore seeing the top spot a website occupies on the first page of Google. Featured snippets always appear on there which automatically means that your website is guaranteed free visibility.
This can bring with it other advantages such as an increase in website traffic, outranking a competitor, and even high conversion rates.
Great.
iii) Increased click-through rate (CTR)
Having your content rank as a featured snippet or at “position 0” as it is known, gives you the advantage of appearing first in SERPs.
This goes without saying, any website that appears at the top of SERPs has a high chance of getting more clicks to it than the rest on lower spots.
Also, the nature of featured snippets, having precise answers to queries, increases the likelihood of users clicking on your website for more information.
How To Optimize Content For Featured Snippets
Now that we know about featured snippets and how important they are, let us learn how we can optimize our content to acquire some of them.
But before optimizing your content for a featured snippet, conduct some research on the type of snippet Google prefers for the keyword you're targeting.
This will help you focus your efforts on a snippet type you’re sure will convert. All the same, there are some tips I’d like to share that’ll guide you on how to optimize content for the different types of snippets.
Let's take a look.
#1. Answer user's questions
For Google to consider featuring your content as a snippet, you need to give them something they value.
A user's satisfaction, which can be achieved by providing comprehensive content that answers their every question, is considered a valuable asset by Google.
As you work on your content ensure it is short but precise with what the reader is looking for.
For example, if you choose to write about, how to start a business and you pick the same title as your targeted search term, you need to make sure that your piece answers that question in detail.
Be it in steps, a paragraph, or whichever form you choose as long as it provides a detailed explanation.
For most how-to queries the best format is a listicle which allows you to explain in a step-by-step process.
#2. Use the right keywords
Ranking number one on search engines isn't achieved by sheer luck. It requires a lot of research and dedication.
Research the types of keywords that rank for featured snippets. You can use tools such as the SEMrush Magic tool for your research or you cannot do it manually on Google.
This will help you identify the most used keyword within your niche with the highest potential of getting a featured snippet. Once you have a keyword, use it in the headline and body of your piece for Google to scan.
#3. Use quality videos and images
A huge percentage of featured snippets include images in their appearance. Using high-quality images that align with your message, increases your website's search visibility and chances of getting a featured snippet for your blog.
You can hire experts to create such images for you or you can utilize free tools such as Canva online.
The same is true for videos. Google can feature your video content as a video snippet on its search result page. The video doesn’t have to be too long just as long as it has precise answers for users' queries.
Whatever type of video it is make sure it’s of high quality, has a voice transcript (this will make it easier for Google to index and feature it as part of the snippet), uses relevant keywords, and goes straight to the point.
#4. Create Structured Content
Using the right format in your content makes it easier for Google to index it and match it to user's queries upon search.
For you to get Google to notice you there are a few content optimization tips that might smoothen out your journey.
- Use a heading title on the page you’re writing - this will let Google know the kind of question you're answering.
- Write a comprehensive and straight-to-the-point answer to your targeted question.
- Use less than 300 characters.
- Provide accurate and informative answers that will leave users satisfied.
Final Thoughts
The sooner you optimize your page for featured snippets, the sooner you’ll reap the benefits and get the chance to dominate search queries.
After all, you don't need to be an SEO expert or the best marketer for that matter. All you need is the right guidance (which I believe you’ve received from this article) some skills on how to execute the tips and voila, you’re on your way to success.
Don’t let the size or budget of your website hold you back from soaring to great heights. Take action today and maximize its potential. Remember, sometimes it pays to work smart, not hard.
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