Featured Snippets

Featured snippets are a format which shows a direct and concise answer to the search query. Featured snippet gets or pulls the most relevant answer from the linked pages. The content contained within the featured snippet is automatically fetched from the web page in Google’s index. It provides a definite answer to the searcher’s query. For example, if a user searches for “what is anchor tag” then it will show you the answer in the featured snippet.

The featured snippet can get more attention by using more images. Basically, it is positioned after the paid ads and at the top of the Search Engine Result Pages (SERPs) and above other results. There are various types of a featured snippet:

# Paragraph Featured Snippets

The paragraph featured snippet is a common and popular featured snippet. Approximate 82% of featured snippets falling in this category. Google pulls the most relevant answer from source pages to provide an answer to the searcher. When you search for “what is…” query then you can see the paragraph snippet.

Paragraph snippets are suitable when you search for:

• X vs Y (Comparison)
• What is…
• Who is…
• How is…
• Why is…

Google will extract only a short part of your answer, so make sure that you are providing an answer in 40 to 50 words. You can include a question as a heading and answer the question, using this technique you can get a higher chance to be positioned at paragraph snippet.

# Table Featured Snippets

In this type of snippet, Google shows a collection of data in a structured format. You don’t need to show your data in a summarized form or in table form, Google does it for you if data is available.

# List Featured Snippets

List snippets can be categorized in: Ordered list and Unordered list.

The ordered list will display your content in a numbered list. Ordered list snippet will open in front of you if you search for a set of steps to complete a task etc. For example, if you have searched for “write steps to make a resume” it will show you ordered snippet as shown below:

In the unordered list, it will display you the result in bulleted form. In this type of snippet, Google shows the heading in the bulleted form to show the compressed view of the content. The example is given below:

# YouTube Featured Snippets

Google shows video snippets for most of the “how to..” searches to the users. In the below example, we have entered the query “how to make a flower” and it shows the video clip:

• Use the step-by-step procedure to organize your content
• Next step is to upload script for video’s closed captions
• Utilize long-tail keywords to optimize the video’s description

# Multifaceted Featured Snippets

Sometimes, one featured snippet may not provide all possible solutions to the user. Recently, Google has implemented a new featured snippet to overcome this issue and it is known as Multifaceted Featured Snippet.

Importance of Featured Snippets

Google strives to offer a relevant and definite answer to the search query and it is enough reason to get a higher ranking. The following points will help you to understand the importance of featured snippet:

# Increase in traffic

More likely you get a featured snippet, more you get traffic on your website. If your web page is at 6 or 7 positions then you’ll never get enough traffic as compared to featured snippets. Featured snippet gets 33% of search traffic so getting featured means high traffic.

# Brand awareness

There are so many benefits to getting a featured snippet. If Google selects your websites to be positioned in a featured snippet, it does not only provide you with high traffic but also increase brand awareness.

Another thing you should keep in mind is to make sure that your website has well-written content and reliable because users consider every aspect of the website when they determine its credibility. If your website has relevant content then you can expect more clicks on your site.

# Website authority

Your website ranking will depend on your website authority or determine how much Google trusts your website. Google determines the website authority by considering some factors such as link building, the total number of visits as compared to other sites, and the average time spent by users on your website.

Your website authority will improve by attracting more customers, link building and increasing the average time spent on the site through the featured snippet.

# Optimize for voice search

In 2020, 50% of searches will be conducted by voice queries or voice-controlled personal assistants like Cortana, Siri, and Google Assistant. People are conducting voice search through their mobile devices. When we ask questions when doing voice search, Google shows us featured snippets depend on a search query, so try to rank for these searches.

# Keyword ranking

After increasing website authority from the featured snippet, you can also see the improvement in keyword ranking and more online visibility of your site. After getting featured snippet it’ll be easy for agencies and companies to notice improvement on keyword ranking reports. In the end, users are able to search for business online.

Optimizing Featured Snippets

# Do keyword research

Keyword research is required for content and especially for that content which ranks for a featured snippet. There are many tools which can be used for keyword research such as Google Trends, Keyword Sheeter, and Keyword Surfer, etc.

# Provide answers to questions

Your answers should be relevant and clear to the questions on your content page. Use subheading or h2 tag for your question and the answer should be in <p> tag or below a subheading.

# Use list format for content

If you want to get a chance to be shown in a list featured snippet then use a list format for your content. Try to use h2 as a subheading for items in the list to help search engines to understand and read the content.

# Format information in a table

To increase the chances of showing your site in table featured snippet then use table structure for your content. Use the table tag to create charts in your content.

# Consider “People also ask” box

Consider “People also ask” section while researching keywords because you can get an idea of what people are looking for.

After clicking on one question you’ll get more questions:

# Write short answers

Featured snippets include 40-50 words. So, make sure you are providing short and direct answers to the questions. The word length of the featured snippet should not be more than 58 words.

# Incorporate Q&A page to your site

Try to add the Q&A page in your website. While creating this page make sure you are using facts that most people want to know about those facts. Provide complete and short answers.

# Use of on-page SEO

Featured content is pulled from those pages which already have high organic search ranking. So use On-page SEO  optimization and keywords optimization to increase the natural ranking of the page.

# Show your page is authoritative

You can increase the search ranking of your site by getting high-quality backlinks that will help Google to send authority signals to Google.

# Use high-quality images

Featured snippets include images in the content box. You should include high-quality images in your content because there is no way to tell Google which image should display in content. If you have high-quality images it will help Google to choose the best graphics options for your featured snippets.

# Schema markup strategy

Many SEOs think there is no need for schema markup because they have to focus on HTML and coding. However, the use of schema markup in your content will help Google to understand your website. If Google understands your content then there will be greater chances to get a featured snippet.

# Follow the inverse pyramid style while writing

You should follow the inverse or inverted pyramid style while writing the content. Start writing by giving an introduction of the most important part of the topic then proceeds further.

Google Featured Snippets Update

Google has announced an update to featured snippet algorithm to make featured snippet more useful by understanding which information requires fresh content. Google included three examples based on search queries that require fresh content:

• Information that is updated regularly
• Information that changes over time
• Current event

# Information that is updated regularly

This information can be based on dates. It may be changed according to the calendar. Let’s take a real-life example you’ll get more clarity, updated information on a regular basis can be upcoming holidays, reality TV show winners, etc. Below image will make it more clear this concept, let’s take a look:

Below image shows out of date results:

Same query with the updated result:

# Information that changes over time

The information whose nature might change over time. The information will change depending on time. A fresh content like trailers, upcoming TV show, etc.

# Current events

Google added the new category that is current events. Current events include updated information.

Facts don’t require fresh content

Google announced that evergreen content does not need to be updated frequently. If you are searching for fact-based results then its answer will be the same because facts don’t change. So, it doesn’t need fresh content.

Featured Snippets Opportunities

Being featured in Google snippets can improve your website ranking and increase your organic traffic. Featured opportunities are a way to win featured snippets on Google. Consider the following steps:

# First, check your current snippet

Before you start looking for featured snippet opportunities, first check your current snippet, i.e. where you are in terms of snippets. You can use a tool SEMrush to check how often your site appears in the search results. If your site appears less number of times or your site has low percentage then no need to worry, you can improve it later.

# Find out your competitor’s featured snippets

You can check how often your competitor’s featured snippet appears in the same way as you did for your website. If you have a question that why we track their snippet, the answer is to improve your site’s appearance.

SEMrush allows you to track the competitor’s website by just entering the URL of the competitor’s website into the search bar, one at a time and then you can check the report. Also, check where your competitor’s snippets are coming from. Identify whether their snippets coming from content on a blog, from homepage or category pages. Consider these points because you might need to follow their tactics to improve your snippets.

Track whether your competitor’s website has any markup associated with any snippet or not while doing a competitor’s research. If you have noticed that they have used review ratings, images, etc. maybe you also want to use the same schema to your listings to compete with them.

Apart from this, you should find out another way to improve your current snippet. So, try to consider every aspect related to your snippet to make your snippet better than your competitor’s snippet.

# Start with what’s already working

You should start with basics when you are looking for featured snippet opportunities. You can start by gathering all keywords that are used in your featured snippet, again you can use the SEMrush tool.

# Use SEMrush to find opportunities

After analyzing all your keywords that are ranking for snippets, you can plug those keywords into Google to check which website owner is claiming for the spot of each keyword. You’ll notice those competitors which you uncover in your competitor’s research phase, as well as you’ll notice the same thing that is content structure, where it comes from and what schema they are using.

You can do one more thing, you can check your content surroundings and compare your keyword with competitor’s, and check whether it is structured in the same way as your competitor has done, does it providing a direct answer to the question.

Once you have made all changes and you are confident with your content, then Google may reconsider your site for a snippet opportunity. It’ll allow Google to quickly find your better content and give a higher ranking. If Google doesn’t provide you first spot on the first time then revise your content, modify it and ask Google to reconsider it.

# Structure your content for opportunities

Only stealing the spot of the competitor is not the only way to get a snippet on Google. Another way to get position 0 for snippets is to structure your own content. If you want the desired snippet then you have to structure your content in this way that it appeals to Google’s algorithm to show your site’s on the snippet. Your content should include:

• Answer questions and they should be related to your target keywords
• Your answers should be short and direct
• The question should be in subheading or h2 tag
• Your web page must already have ranked on SERPs

Try to provide concise, simple, direct and clear answers to the user’s query. Google aims to create a snippet which provides a short and direct answer to the question. So, try to create simple content. For example, if you have a title like “how to optimize voice search” you can switch it to “voice search optimization”.

# Jeopardy principle

The keywords in the list may be not the same or exact keywords that you’ll rank for. Maybe, you have to add some more words to them. You can do it by using Jeopardy Principle. You need to use your target keywords in the form of questions because sometimes users might be type questions in the search bar.

For example, you have a blog page and you are going to start a topic “Digital Marketing” then instead of simply writing digital marketing you should write “What is digital marketing?” This is a Jeopardy Principle. This is one question, you can use its alternative too because a user can ask a question in any form so be ready for it. Another way to find alternatives to this question is by answering to user asked questions.

When you are providing answers to questions then try to put an answer in list form because Google more likely to put a list in snippets. Mostly people prefer list-style rather than a long paragraph. Google optimizes its results accordingly. The question should be in h2 tag one level below of title because the title is included in the h1 tag.

# Word choice matters for opportunities

Questions play a vital role when it times to earn a spot. But on the other hand how you phrase it is another important part. Some featured snippet winners have revealed the following:

• Questions play an important part
• Almost all question words are helpful in summary snippets such as who, what, how, why, etc.
• “How” and “have” both perform best
• “Which” perform well in the table snippet
• Most lists are earned by prepositions such as like, for, with, to, etc.
• Most tables are earned by comparison words such as pricing, vs, etc.

# Long-tail keywords

There are various ways to change content like you can use variations of keywords. Suppose you have searched for “define digital marketing” and another is “What is digital marketing”, these two will have something different in their snippet.

It is a little bit difficult to beat Wikipedia on keywords like that, but it is not impossible. You may be considering some competitors who use variations of keywords. You can use additional keywords that you want to add. For this purpose, you can use “LongTailPro” tool.

Just enter a base keyword into LongTailPro, it’ll show you various opportunities for a long-tail keyword. Some of them will help you to get a featured snippet. While optimizing for long-tail keywords keep one thing in your mind that you would not get a lot of traffic on your site, but may get targeted traffic on your site. Sometimes, it is more valuable and can achieve higher conversion rates. With this, if you are optimizing your blog with hundreds of long-tail keywords then you’ll get a bit of traffic which will be a great strategy.

# Base keywords optimization

Once you have optimized for long-tail keywords and questions for your site, now it’s a time to use base keyword. This can be done by creating unique content which will optimize for each keyword.

For example, if you rank for “teamwork” then you can use the title in your article as: “teamwork makes the dream work”. Ensure that you are using the base keyword “teamwork” throughout the article because of this base keyword you can get position 0, it is also possible that you can get featured snippet if a user searches for “how teamwork is dream work”. Repeat the same process for each keyword, this process can land you a snippet.

# Length of the featured snippets

You would think to find out opportunities, developing keyword lists and deciding the format for your content which will best suit your content is enough, but when you want desired featured snippet then you don’t want to miss any opportunity. Here, we have defined some lengths for the specific snippet style:

• Paragraph featured snippets

The paragraph includes 40-50 words, approximately 300 characters. Keep one thing in mind, short and direct answers will win the race to get position 0. Average words can be 45 and maximum words can be 97. The average characters can be 293 and maximum characters can be 752.

• List featured snippets

The average list of items can be 4, but you can go for the above 8 items. If you have included above 8 items then Google will prompt a user to click on “more items” to view more items. It’ll be good for you to include more items if you can.

• Table featured snippets

Here, the most important aspect is the format. If you want to get a table featured snippet then make sure that it is in the form of a table. It will show a maximum of 9 rows and 3 columns, however, it is not limited here. If you have more rows and columns then you can include, the user can see more rows and columns by clicking through it.