Position #0 is the new Position #1
Voice search is on the rise. By 2020, it’s predicted 50% of all searches across the internet will be voice-based and 30% of all searches will be done without a screen.
With a rise in voice search comes the public’s demand for instant
answers. This means search engines need to deliver. So how has the search
landscape changed in response to this? Featured snippets, of course.
What is a Featured Snippet?
Nothing answers a user’s query quicker than a featured snippet. If
you’re typing a query, more often than not, you’ll have an answer before you’ve
even clicked on a result. And if you’ve ‘asked Google’, you’ll be read a
concise, to-the-point answer, which often comes from a featured snippet.
Featured snippets sit above organic results but underneath Google’s
Ads, further pushing down the result in 1st position. It’s no
surprise then, that in 2019, position 1 feels less powerful than it once was.
Thanks to Google’s significant formatting changes to its ads and increasing display of featured snippets, position 1 in SERPs is starting to feel more like position 2,3,4….
Types of Featured Snippets
At present, there are four types of featured snippets, paragraph snippets,
list snippets (with bullets or numbers), video, and table snippets.
Paragraph featured snippets are served the majority of the time (82% according to Getstat). This is the simplest type of featured snippet. As the name suggests, the box includes a paragraph of text or a paragraph of text and a related image. Keywords in the paragraph of text are often presented in bold.
This is what a standard ‘paragraph’ featured snippet looks like in Google’s search engine results:
List snippets showcase answers in bullet points or numbered lists. These snippets work best for searches that require a step by step answer or a list answer that doesn’t need to follow any order (e.g. benefits/the best/the worst). These can also include a related picture.
This is what a list featured snippet looks like in Google’s search engine results:
Video snippets tend to appear for certain ‘how-to’ searches where visuals are necessary for the user to learn and get their answer. As you can see below in the blue bar, Google also offers a suggested clip to the user, so they still get a quick answer without having to watch the whole video.
This is what a video featured snippet looks like in Google search results:
Though they aren’t served as frequently as other snippets, table featured snippets are very useful to users. These usually show for an answer that involves a collection of data, whether this be summarising or comparing.
This is what a table featured snippet looks like in Google search results:
Why Are Featured Snippets Important To SEO?
From our own experiences, featured snippets are incredibly powerful when it comes to SEO.
You can outrank government websites, news publications
and, most importantly, your competitors.
Presently, it appears that as long as you’re ranking somewhere on page 1 for a query (research from Ahrefs shows 99.58% of featured pages already rank in the top 10 of Google), you can make your way to position 0, from simply formulating an optimised, well-informed answer.
Not only do featured snippets increase your business’s exposure, they have also been proven to increase click through rate and traffic. If you’re unlikely to reach 1st position organically due to competition levels, this is the ideal time to look at optimising your content for a featured snippet.
How to Target & Earn Featured Snippets on Google
1. Do the right keyword research
As featured snippets’ main goal is to serve answers to queries quickly, they are triggered by long tail keywords the majority of the time. This is reflective of the way in which we search with voice and conversational language today.
But not all keywords will bring up featured snippets, so the
best way to identify this is as follows.
Using an industry-leading keyword tool like Ahrefs or Semrush, download a list of your website’s current ranking keywords and remove any keywords ranking beyond 10th position.
Once you have a list of keywords
10th position or higher, have a look at the search results
themselves for the query. If there’s a featured snippet – you have a chance to
take it for yourself.
If you aren’t having much luck
with the keywords ranking presently, have a look at some question keywords, ‘vs’
keywords, or benefits/best/worst keywords that could be incorporated into your
content. These types of keywords are more likely to serve featured snippets,
and chances are, if you’re ranking for general terms, you’ll rank for other questions
related to the subject.
2. Optimise for the right type of snippet
Once you’ve found a selection of queries to optimise for
featured snippets, identify what kind of featured snippet they are bringing
up/are likely to bring up. Would the answer best suit a paragraph, list, table
or video snippet? It’s important to know what you’re competing for, as
optimising for a paragraph snippet likely won’t win you the spot if it’s
currently showing a table featured snippet.
3. Stick to the character limits
Paragraph snippets: The average length for a featured snippet is around 52 words. Therefore, even if you want to go more into more depth in your content, you should aim to first summarise an answer on-page in around 40-50 characters. This makes it easier for Google to have a succinct answer, rather than knit something together from various parts of a page.
Table snippets: On average, table snippets display around 3-4 rows and 2-3 columns of information. This doesn’t mean you should reduce the number of rows if they’re relevant to users, as Google will highlight there are more rows to read. However, the maximum columns the snippet can showcase at present is 3, so ensuring your table follows this format will more likely earn you the spot.
List snippets: On average, list snippets show around 4 items in a list with 11 words per item.However, much like a table snippet, this doesn’t mean you should reduce the number of items in a list for Google’s sake. Instead, try to summarise each point in the list in a concise way, and expand further on after the list in your content.
4. Optimise headings
With paragraphs, lists and tables, try to include your
targeted query directly above your featured snippet content. For instance, if
you are answering a question-based query, include the question as a H2 directly
above your succinct answer. With video snippets, ensure your video title is as
close to your targeted query as possible.
5. Break up content
By breaking up content with headings and images, you are
again making it easier for Google to find your optimised content for snippets. Consider
adding another heading or an image under your on-page paragraph, list or table.
6. Add quality, optimised imagery
Make sure you add high quality optimised images to your
content, if Google understands an image to be relevant to your snippet, it will
likely pull this along with your paragraph or list content.
7. Include relevant, related questions
Once a page earns a featured snippet, it’s more likely to
earn featured snippets for other related searches. Therefore, it’s a good idea
to include several related, relevant questions for context. You may end up with
multiple snippets per piece of content!
8. Make videos accessible
For video snippets, it’s recommended you make shorter videos,
under 6 minutes or so. You should make subtitles and a transcript available so
that Google can ‘read’ your video to provide an answer to users.
9. Use correct table formatting
With table snippets, make sure you are marking up your table
content on page with standard formatting tags like <table>. This is
enough for Google to notice your table content.
Start Earning Featured Snippets Today
Google’s featured snippets are only going to grow in number, so make sure you’re making the most of them! Give our optimisation tricks a go, and watch the featured snippet results roll in…
However, if you’d like more help with featured snippet optimisation or SEO in general, get in touch with one of our experts today!