As we approach the second half of 2021, the trend in digital marketing has constantly evolved. The aim of SEO, since the beginning of search engines, is to bring your listing to the top spot of Google’s SERP which is known as “position number one.” But for the past several years, Google has introduced new features that have placed results above that “position number one” and even beyond ads — “the position zero,” and this is the new Nirvana of SEO specialists today.
Position Zero, also known as Google Featured Snippet, is the first search result appearing above organic SEO listings. It is a summary of information, in a paragraph, listing, or table form, that aims to directly answer a user’s questions without needing to click the search result link. It’s extracted from a webpage that includes the page’s title and URL.
It is important to remember that you don’t need to rank #1 in Google search to be put in their featured snippet. Since Google needs to provide the best possible answer for each query, they choose ready-to-consume and the most in-depth content for the snippet from the top 10 organic results based on the question at hand.
If your contents were displayed in featured snippets, it only means that you are winning the competition on Google’s SERP. It generates tons of attention and traffic toward your site. Users can see you as an authority in your industry and most likely return to your website. It will increase the brand awareness of your company which eventually leads to more conversions and sales to your business.
How to Get Into Featured Snippets?
- Do Competitive Analysis to Start your Strategy
You will need to figure out where you have the most possibility of succeeding when you build your featured snippet plan. As with other SEO projects, the initial step should be to research your top rivals. Use a tool like Clearscope, Moz, or SEMrush to discover which snippets your competitors own.
You may next go through your existing content and see where you can improve it for comparable keywords and themes. You may also use a search engine to see who is presently ranking for the featured snippet using the keywords you wish to rank for. Under the zero position, there’s also a useful “People also inquire” box with relevant content that could assist you to come up with a list of keywords to rank for.
2. Create Contents that Answer Questions
The purpose of every featured snippet is to respond to specific customer queries about who, what, when, where, why, and how. As a result, you’ll need to write content that addresses these concerns while also including various keyword variations in your text.
Use one of the tools listed above to find search terms that are similar or related to your primary keywords. Long-tail keywords and inquiries that focus on your customers’ requirements and your solutions are common examples. These keyword variations tell Google that your content is answering a specific issue effectively. They also assist your audience in comprehending the complexities of the solution to their problem, no matter how easy it may appear on the surface.
3. Make Use of Brief and Relevant Copy
Although the argument over the ideal length of a blog or online page continues, research reveals that featured snippets are typically quite short and straight. This doesn’t imply the page overall has to be short, but if you can answer the question you’re attempting to rank for in fewer than 100 words in a specific part, search engines are more likely to use that information as the featured snippet on the SERP. The user may then click on your entry to learn more about it.
Within your post, you should also try to address additional questions that are closely linked. Featured snippets for certain search words are more likely to become featured snippets for related search phrases. Explain your entire value and how your business can assist customers. Hundreds of shorter pieces focusing entirely on a single, isolated issue are considerably less likely to reach one or more featured snippets than a single, in-depth page or blog post addressing numerous relevant queries.
4. Organize your Content in Line with Best Practices.
If you don’t follow a few best practices, you’ll never be successful with SEO (much less get featured snippets). First and foremost, this entails using header tags to organize your content parts. The website’s or blog’s title should be the sole H1 on the page. Following that, each main part should be introduced with an H2 that includes a variation of your key phrase or language that is strongly connected to the piece’s bigger issue. Use H3s or even H4s to distinguish the material for both your readers and the search engines if you choose to break down more detailed information inside those parts.
If you’re utilizing numbered lists or bullet points, emphasize the chronological sequence of each to help the search engine understand the flow of these actions and extract them as a brief featured snippet. Additionally, on the back end of each web page, assign a single focus keyword, offer a useful meta-description detailing the page’s actual purpose, and employ various long-tail keyword variations to reinforce and support the focus keyword.
5. Use Images and Videos that are Clear and Well-produced
Images and video are increasingly being factored into search engines’ algorithms as essential content aspects as they perfect their processes and become more sophisticated. You should establish a comprehensive picture and video library that compliments your content since people like to consume information visually and vocally.
As previously stated, search engines will frequently retrieve a picture from your content page, particularly if the picture includes alt-tags that match the contents on the page. Use high-resolution photos that are both useful and interesting to the viewer.
You don’t have to break the bank to take things a step further by including video into your content marketing efforts. With an SLR camera or even a reliable mobile phone or device, most marketers can make successful video content. As always, the idea is to make the material useful and entertaining. You may also improve your chances of ranking for a featured snippet or at least appearing in a higher position on a SERP by providing subtitles or a transcript to your videos.
Given how most users want the web to function, we believe Featured Snippets will continue to be worth pursuing. They can increase traffic, but they also make the internet more helpful for everyone.
Feel free to contact us if you want to rank in Google and have space on a Featured Snippet. We can assist you in developing a comprehensive digital marketing plan that includes SEO and Social Media Marketing to help you attract more customers.