What are featured snippets and how do I get them?
Here’s a round-up of the talk, featuring Rob’s advice on why featured snippets are important and how to increase your chances of obtaining them.
A featured snippet is a summary of an answer to a user’s query, which is displayed on top of Google search results. It’s extracted from a webpage, and includes the page’s title and URL.
There are three types of snippets, depending on the query:
Featured snippets offer various benefits for any site that can use them effectively.
By obtaining a featured snippet you prove that Google chose your page over others as the most useful one to users’ relevant queries.
When Google chooses your site to be the quick answer to a specific question, the result is displayed above the organic results, which means that you beat the competition, including a site that may rank #1 for the particular search result.
Users like featured snippets as they provide quick answers to their questions and this benefits the chosen site with an increase in traffic, which could be upwards of 20-30%.
During his talk Rob Bucci offered practical advice regarding featured snippets and how to get them. Here are his basic steps that can bring you closer…
1. Analyse keyword opportunities
Use the right tools to start searching for keywords to target. Find the right keyword opportunity that could be ideal for your site.
2. Create new strategic content targeted at snippets
It’s a good idea to create new content while keeping featured snippets in mind, but it’s important that it doesn’t result in unnatural content. Always take into consideration user experience and use ideas that make sense to your vertical.
3. Bring in Q&A formatting
Devote a complete page to a single question, if possible, and find a way to incorporate FAQ into content.
4. Make it easier for Google with subheadings, lists, tables, etc
Help Google discover your content with basic on-page optimisation techniques.
5. Polish existing snippets for higher CTR
If you have existing snippets, then evaluate and edit them from time to time to ensure a constant traffic back to your site.
STAT analysed one million high-CPC queries for its latest study, in order to take a deep dive into featured snippets and here are the most interesting stats to consider:
You don’t have to come first in search to increase your authority and drive traffic to your site, provided that you start creating strategic content that may lead to well-earned featured snippets.
— BrightonSEO (@brightonseo) April 22, 2016