Once you’ve got a new list of keywords to target, this can form the basis for your ongoing content creation plan. You can even look at online forums to identify commonly asked questions. Refer to Google to find out what people are searching in particular sectors or areas. While the best opportunities for optimisation lie with your existing content, there is no reason why you can’t publish content on a new topic with the aim of getting into the featured snippet box. Identify your best-performing articles and understand the search queries that they appear for. Therefore, the quickest way to get into the snippet box is to optimise existing articles which you are already ranking for. The first thing to bear in mind is that you are highly unlikely to get a featured snippet for a search term that you are not already ranking on page one for. There are a few tools you can use to be smart about how you optimise for the Google featured snippet. In simple terms, you need to identify the target search query and endeavour to answer it as best as you can. How do you optimise for a featured snippet? These won’t always be in the form of questions, but will appear when the user is looking for a guide or to view something specific (like singing dogs). YouTube videos will be featured at the top of the organic search results if the search query requires a more visual answer. For these snippets, Google particularly values structured data. Table snippets will commonly appear for comparative queries where the results are looking at varying quantities, such as weight, temperature, cost and more. They will typically appear for recipes, step-by-step guides or queries which feature “best”, “top”, “highest” and other similar superlatives. Listed featured snippets can appear in both numbered and bulleted form. The text is usually a whole paragraph extracted from an article – the section which Google deems to best answer the question. You will typically see paragraph featured snippets for “what is”, “who is”, “why is” and “how to” style search queries. People type all sorts of things into Google and the paragraph featured snippet is there to give them a quick and concise answer to their question. The paragraph is the most common form of a featured snippet and it typically appears for specific and long-tail search queries. There are four key types of featured snippet: In the words of Google : “When we recognize that a query asks a question, we programmatically detect pages that answer the user’s question, and display a top result as a featured snippet in the search results”.įeatured snippets, therefore, are all about providing simple answers to common questions. Instead, Google chooses to feature an extract of text that directly answers a specific user question. You do not have to be in the top organic spot to achieve a featured snippet, although they will typically be taken from an article on the first page of results. Their central aim is to directly answer the user’s query in a clear and concise manner with a ‘snippet’ piece of text extracted from an article on that subject. In this blog post, we look at how they work and the different ways you can optimise your content to achieve this top spot.įeatured snippets are results which appear at the top of the organic Google search. Google featured snippets, otherwise known as “ position zero ” or the “answer box”, are fast becoming the most desirable goal for digital marketers.
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