If you are selling a product or you are providing a service online, achieving the top rank in Google search results is a coveted goal.
Yet, with intensifying competition and various factors at play, garnering referral traffic from Google has become increasingly challenging.
Simply making a digital presence is no longer sufficient; strategic tactics are imperative for your business’s success.
This blog will enlighten you on optimizing your website, focusing particularly on harnessing the power of featured snippets to enhance visibility and traffic.
A. What Are Featured Snippets?
Featured Snippets are concise pieces of text that are showcased at the top of Google’s search results to quickly answer a searcher’s query.
This content is automatically extracted from web pages in Google’s index. Common types of Featured Snippets include definitions, steps, tables, and lists.
B. Why Are Featured Snippets Important for SEO?
Featured Snippets are significant for SEO for two reasons. First, they offer an opportunity to attract more clicks from organic search results without needing higher Google rankings.
Often designated as “Position #0,” Featured Snippets appear above the traditional #1 position. As per the data by Search Engine Land, a Featured Snippet receives about 8% of all clicks, meaning that securing this spot can significantly boost your organic click-through rate.
Second, Featured Snippets increase “no-click searches.”
This occurs when a Google user finds the answer they need directly in the search results and doesn’t click on any links. Featured Snippets often provide such comprehensive answers.
Before choosing a specific keyword, check if the search results include a Featured Snippet. An industry study by Ahrefs shows that you’ll get fewer clicks on SERPs with a Featured Snippet compared to those without one.
However, don’t automatically discard a keyword if it has a Featured Snippet. According to Semrush, 6.36% of all queries feature a Featured Snippet, making it challenging to avoid them entirely.
Incorporating Featured Snippets into your keyword selection process, along with considering the competition and monthly search volume, is crucial for a balanced SEO strategy.
C. Types of Featured Snippets
There are four fundamental types of Featured Snippets that frequently appear in Google’s search results:
1. The Definition Box: This snippet provides a direct, concise definition or description. For instance, when you search for “rich snippets,” a definition box appears at the top of the results.
Google often uses definition boxes for “what is” queries. These definitions are typically short, averaging between 40-60 words, according to SEMrush.
2. The Table: In this type, Google extracts data from a page and displays it in a table format.
3. The Ordered List: This list has content presented in a specific sequence, often used for queries requiring step-by-step instructions or rankings.
4. The Unordered List: This snippet presents a list of items that do not need to be in any particular order. For instance, a list of keyword research tools might be displayed without ranking, simply as a collection of tools.
D. How to Get Featured on Google?
If you rank well in search queries, you can quite easily compete in Featured Snippets to get a spot. Although Google typically pulls Featured Snippets from content already ranking on page one, it can also pull from lower-ranking SERPs.
To be featured, you should optimize your content for Featured Snippets, which involves targeting specific terms and analyzing competitors.
Tools like Ahrefs or SEMrush can assist with this. For example, Ahrefs can show which Featured Snippets a site ranks for. Here’s how to use Ahrefs to Optimize for Featured Snippets:
- Go to Site Explorer.
- Enter a domain.
- Select Organic Keywords.
- Click on SERP Features.
- Choose Featured Snippets.
- Filter for your target keywords.
This will display all the search queries with Featured Snippets. Ensure your content is well-aligned with these queries to increase the chances of Google pulling information from your site.
Tips for Optimizing Featured Snippets
1. Target Question-Based Keywords
Start by conducting keyword research, an established yet effective method of on-page SEO. Focus on keywords that are phrased as questions, such as “how to,” “what is,” “why does,” etc.
These are more aptly to trigger Featured Snippets. It’s crucial to optimize your content for Featured Snippets. Tools like Ahrefs or Serpstat can assist by identifying search queries that trigger featured results.
I recommend using a simple yet highly effective tool called Seed Keywords to discover related keywords as per the clicks of your followers and customers.
Create a search situation and share it on social media, asking your followers to type in the keywords they would use.
Another starting point for optimization is to identify phrases you already rank highly for. Google Search Console is invaluable for this, providing insights into search queries that drive clicks to your site.
2. Provide Clear and Concise Answers
Ensure your content offers clear, concise answers to common questions. Aim for definitions or summaries that are 40-60 words long.
Many search queries begin with “how to,” reflecting a direct request for specific information.
Your site should be optimized to provide precise answers to these queries. By incorporating “how-to” phrases in your content, you clearly indicate that your site offers solutions and answers to common questions.
3. Use Structured Data
Implement structured data (schema markup) to help Google understand the content on your page more effectively. Google favors well-structured content that includes paragraphs, lists, and tables. To align with this, organize your content accordingly.
Use lists to help users easily find what they need. Introduce answers in your paragraphs using descriptive names and numbers, and include comparison charts and tables for clarity.
4. Organize Content with Headers
Creating in-depth articles that address multiple related questions is an effective way to increase your chances of being featured.
Google now ranks long-form content higher, likely because it provides many relevant answers within a single piece. But how do you think you should present it?
Use clear headings (H1, H2, H3) to break down your content. This helps Google identify and extract relevant sections for snippets.
Therefore, you should ask questions in your subheadings and provide immediate answers.
Utilize ordered and unordered lists, as well as tables, to present information. These formats are commonly used in Featured Snippets.
Google tends to favor content that offers the best user experience. This approach is also key to obtaining featured snippets.
5. Include Google’s PAA
Explore Google’s “People Also Ask” sections for insights into related questions, regardless of your business or service. These sections can provide valuable insights into what people are asking about your topic.
According to Moz, the appearance of PAAs in search engine results pages (SERPs) has increased by 1,723% since July 31, 2015. Research also indicates that a single PAA can appear in 21 different SERPs.
This is significant. As you delve into these questions and their answers, more questions will emerge, broadening your research scope.
6. Include High-Quality Visuals
Your website and offers should cater to various perception styles, known as multi-intelligence. To achieve this, complement your text-based messages with high-quality images.
Consider these research findings:
• Over 1/3rd of featured snippets include an image, and this trend is increasing.
• Featured snippets with images are significantly more eye-catching than those without.
I recommend using a tool like Canva, which is user-friendly even for non-designers. You can customize visuals with icons, frames, and shapes or use free stock photos from Canva. High-quality images enhance conversion rates and positively impact your Google ranking.
Additionally, videos should be incorporated, which have high engagement rates. Including voice transcripts in your videos can help Google incorporate your text as a featured snippet. While this isn’t guaranteed, it can increase your chances.
7. Analyze Competitors
Use tools like Ahrefs and SEMrush to identify which snippets your industry competitors are ranking for and understand their strategies. Once you identify the featured snippets your competitors rank for, you can structure your content accordingly with clear subheadings and numeric labels.
Additionally, aim to address multiple related questions within your content. Avoid lengthy paragraphs; ideally, limit each header to around 50 words. Keep your web content up-to-date and relevant, as Google prioritizes fresh and accurate information.
E. Summarizing How to Optimize for Featured Snippets to Rank Higher on Google SERPs
Given that pages with featured snippets are dominating search queries, it’s essential to capitalize on this trend.
Remember, earning a featured snippet means ranking for the zero position, indicating the highest ranking without ads.
I understand your goal is to increase website traffic and boost conversions. To achieve this, prioritize earning featured snippets and strive to make it happen consistently.
Suggested read: Unlocking the Secrets: The Key Google Ranking Factors Everyone Needs to Know
F. FAQs How to Optimize for Featured Snippets to Rank Higher on Google SERPs
What should I avoid when optimizing for featured snippets?
Overly complex or ambiguous answers that may confuse search engines. Keyword stuffing or sacrificing readability for the sake of optimization. Ignoring user intent – make sure your content addresses the query effectively.
How long does it take to appear in featured snippets?
There’s no guaranteed timeline, as it depends on various factors like the competitiveness of the keyword, the quality of your content, and how well it aligns with user intent.
Can I track my performance in featured snippets?
Yes, you can track the performance using tools like SEMrush or Moz. Track your rankings and monitor changes in featured snippet appearances.
What should I do if my content gets displaced from the featured snippet?
Continuously monitor your rankings and update your content to maintain relevance and accuracy. Analyze the content currently featured and see if there are ways to improve your answer.
