On SERPs, featured snippets are search results in boxes that provide an answer to a specific search query. Featured snippets reverse the typical format of search engine results. Unlike with regular listings, this snippet is shown at the top of the first page of organic search results.
Now you know what they are, why are featured snippets so important for SEO?
When you breakdown why they’re so important, it makes sense. In the past, if you won the featured snippet Google would organically show your URL on SERPs not once but twice. But, this all changed in January. Google confirmed they were removing duplicate search results. This led to speculation that featured snippets would lose their power.
However, a recent study has shown that opting out of featured snippet in search leads to a 12% decrease in traffic. This confirms that despite losing the double promotion benefits, featured snippets have a vital part to play in increasing your web traffic.
In this blog, we’re going to talk you through some tactics on how to win the featured snippet. As well as how achieving this win will transform your website’s performance:
Winning the Featured Snippet
The first thing you need to do is research. Most featured snippets will provide an answer to a specific long-tail search query. This means you should target search terms with multiple words, that often seek the answer to a question.
This doesn’t have to be a search term as simple as “what is SEO?”. Due to advancements in Google’s algorithm, you can optimise your website to more unique and complicated search queries. Complete keyword research to find the right search term to optimise your content to rank for.
These are the three main types of featured snippets:
- Text – The answer is in a written-out paragraph. This could be a snippet with only text or an image or both.
- List Format – The answer to the search query is presented as a list. Usually either numbered or bullet points.
- Table/Diagram – This is a visual answer to the search query. Normally presented as a table within the SERPs.
How to Optimise For Featured Snippets?
To win the featured snippet for your desired search query you need to complete this important step: competitor analysis. What is the current featured snippet and what does it do well? If it’s a list, use this format to try and win the snippet, this will give you the best chance of success.
Identify realistic snippet opportunities; can you add something to the existing information to win the snippet?
Winning the featured snippet can be the difference between someone clicking on your webpage and not. If they do click, now you have the opportunity to secure a sale or conversion. With the right search query and content, you could dramatically increase traffic by winning the featured snippet. Improve your click-through rate, improve your chances of success.
Thank you for reading this blog on what Google’s featured snippets are. As well as how they can drastically increase your website traffic and transform your SEO campaign. To find out more, get in touch with us today:
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