As the competition gets cut-throat in Google SERPs, having your website noticed to drive organic traffic is getting tougher. The search engine giant has moved past its top 10 organic results, and now provides unique features for an improved user experience. One of Google’s recent changes are: featured snippets.
How do you adapt to these latest SERP improvements and boost your visibility? How to optimize your SEO strategy in 2022? In this guide, learn how to optimize for Google’s snippets, build search engine authority, and draw more traffic.
What is a Featured Snippet?
Snippets are small excerpts of content that are featured on top of Google’s #1 organic search engine result – often known as Position #0. Based on the search intent, Google uses short and relevant text clippings from content that is optimized for snippets. The objective is to answer the user’s question right away in the search engine result page. Hence, they are also known as “answer boxes.”
Typically, there are 3 types of snippets you will see on Google SERPs:
- Paragraph: A box featuring text clippings, with or without an image
- List: Google presents the answer in the form of a list
- Table: The answer is given in a table form
Why Optimizing for Snippets is Important?
When your website or content appears as featured snippets- even above organic search results, it aids in driving additional brand exposure and visibility in SERPs.
Columnist Ben Goodsell discusses a case study where the click-through rate on a particular featured page increased from 2% to 8% when positioned in an answer box on Google SERPs. The ROI coming from organic traffic increased by a whopping 677%, he reports.
Since the snippets appear at the top of the search engine results page, you get an additional SERP feature to optimize your site for. They offer greater visibility in SEO search results, boost brand awareness. As Google uses the featured snippets to instantly answer the searcher’s question, you can expect interested audiences visiting your page.
If the page delivers high-quality, engaging, and relevant content, your visitors are likely to take a positive action on your site.
3 Effective Tips to Optimize For Featured Snippets
Optimizing your content for snippets does not mean you will simply add questions to headlines and subheadings, and you are ready to be featured. There’s lot more to it.
Discussed here are 5 optimization tips that will help your content appear as snippets on Google SERPs and boost your visibility:
1. Optimize Your Content First for Google #1 Page Ranking
Before you could have Google to feature your content as a snippet, it is important to optimize it to rank on ‘Page One’ of SEO search results.
Digital marketing experts agree that Google generates all featured snippets from the top 10 search engine results only. Even if you do not rank on #1 or #2 positions, you’d need to rank at least in the top 5 to improve your chance of getting a “Position 0” result.
Hence, it becomes imperative to optimize your content for higher search engine rankings and featured snippets. This includes content marketing strategies like:
- Keyword research
- Know your audience to curate content that is relevant to their search intent
- Decide on the best content channels
- Use a mix of short-form and long-form content
- Optimize your headlines, meta descriptions, subheads, and media content
- Curate high-quality, engaging, and in-depth content
- Publish content regularly.
2. Create Content Around a Question
People visit Google to find relevant answers to their questions. So, curating content that centers around their questions can help you appear for featured snippets. A good idea is to think of a target keyword as a question rather than a statement. For instance, if you are targeting a keyword “buy furniture,” you can curate the content around “What is the best time to buy furniture?”
Make sure the content focuses on answering the question all through.
3. Ensure the Content Answers Several Similar Questions
According to Ahrefs, when a page appears as featured snippets, it tends to get featured for similar queries as well. This means you can structure and optimize the same content in a way that answers several related questions. You do not require creating separate pages that answer each question specifically.
It requires a lot of planning and research to optimize your content for featured snippets. By featuring you in Google SERPs, the search engine incentivizes you for your high-quality and relevant content. This means greater visibility on search results, more traffic, and better engagement.
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