The featured snippet is the most coveted position pursued by search engine optimization Kitchener companies. Not every search option returns a featured snippet, but the most popular search questions do. Companies love to rank for this position because it provides the opportunity to distinguish themselves from competitors. It also confirms that they are the subject matter experts on the specific topic, which customers begin to notice when this ranking is consistent across related queries.
What Is a Google Snippet?
Featured snippets are the highlighted answers in search position zero. They illustrate what Google decides is the best answer to a query. Google displays this information without the need for a potential client to click on your website while still crediting you for the information.
Google also provides rich text associated with every other result provided. It increasingly highlights the specific text on web pages that answer a question, even if it does not rank in search position zero.
What Are the Different Types?
Google provides four main types of featured snippets. The main difference between all four is formatting.
If you write a listicle article, Google might use the headings from the list to answer someone’s questions. For example, say you write an article on how to change a tire. Each step and its subheading would be another item on Google’s list.
Google might go a step further with formatting and present the information in the form of a table. The table does not always have visible lines, so you might confuse it with lists. A common query Google responds to with this format is when you look for the annual weather averages of an area. It provides a table showing the month, high and low temperatures and the inches of rain received.
Not surprisingly, most featured snippets take the form of regular paragraphs. In some cases, Google will string together information from different paragraphs to create a new paragraph that answers the specific query.
Sometimes, the best answer to your question is a video. Marketers believe that videos will become more prevalent as featured snippets, over time. Videos are most likely to rank in featured snippets for how-to queries, such as, “How to change windshield wipers”.
Is It Worth Ranking for This?
Some companies believe ranking for a featured snippet does not provide any real benefits to the business beyond exposure. After all, if clients can see the answer without clicking on the website, why would they visit? In spite of these concerns, one study showed that when companies rank for search position zero, they increased organic traffic by roughly 516%.
Another important reason to rank for featured snippets is the prevalence of voice search. Virtual assistants, such as Google Home, Siri and Alexa, have popularized the practice of asking Google questions by speaking to it.
These answers tend to come from featured snippets and rich text. Voice search does not immediately lead to sales conversions, but Google credits the website for the information. Over time, consumers notice when they hear the same subject matter expert’s name over and over again.
What Can I Do To Get Started?
The high competition for the featured snippet position makes it difficult to rank for, but that depends on the keywords. When you work with our search engine optimization Kitchener specialists, they complete keyword research and determine which keywords are easiest for you to rank for. Niche keywords, especially long-tail keywords are worth aiming for when the competition is too stiff for more popular search terms.
Are you looking for new ways to improve your website ranking performance? Unwired Web Solution can help you outrank your competitors and convert current onlookers into your best customers. Contact us for a quote.