Whenever you search on Google, you've probably noticed a box at the top of the results that provides a quick, concise answer to your query. That box is called the featured snippet, and it's a spot coveted by businesses looking to maximize their online visibility.
For a small or medium business like yours, landing a featured snippet can be game-changing and help you outrank even bigger competitors without a vast search engine optimization (SEO) budget. In this post, we'll explain featured snippets and what you can do to land your business on that spot.
What are featured snippets?
Occupying what's commonly called "position zero," featured snippets are among the first things search engine users see after performing a query. They provide direct and clear answers, ensuring users get the information they need quickly and efficiently even if they don't scroll down the results page.
Featured snippets can take different forms, including:
Paragraph snippets feature a few lines of text that answer a question.
List snippets provide bulleted or step-by-step answers to queries.
Table snippets organize answer data into a table format.
For example, if you search for "how to do an SEO audit," Google might deliver a paragraph or table snippet summarizing the steps involved.
How can landing a featured snippet help your business?
Being in a featured snippet can help your small or medium business in several ways:
Increased visibility
Landing in position zero gives your business unmatched visibility, even more so than paid ads. Considering how few users look beyond the first page of search engine results, being the first website your target audience sees puts you ahead of the competition.
Enhanced traffic
Did you know that the first three websites on the search engine results page (SERP) attract more than half of all the clicks following a query? With your website displayed above even the paid ads, it has a considerable likelihood of attracting clicks and being visited by your target audience.
Stronger credibility
There's this implicit notion that the higher a website's position on the SERP, the higher its authority in the industry. When your website is featured in position zero, that boosts trust and credibility with potential customers.
Cost-effective strategy
Does your limited budget prevent you from investing in paid ads? You can land your website on a featured snippet at zero cost. Also, since featured snippets directly answer queries, users are likely to click on your website first, reducing bounce rates, boosting user engagement, and bringing in potentially huge SEO improvements.
How do you optimize for featured snippets?
Here are straightforward tips to optimize for featured snippets, whether for technical SEO or general business SEO:
Understand your target audience's questions
Google favors content that directly answers users' questions. Determine what questions your customers are asking and create content that answers those. For example, if you are a plumber, you can answer the question, "How do I fix a leaky faucet?" through a blog post.
Thankfully, there are tools you can use to learn your target audience's concerns. These include AskThePublic and Google's "People Also Ask" section.
Use clear and organized formatting
How you organize your content influences your chances of being in a featured snippet. Here are some formatting tips:
Paragraph snippets. Ensure your content provides a concise answer (40 to 60 words) at the beginning.
List snippets. Use bulleted or numbered lists when creating how-to guides.
Table snippets. Use tables to present complex information or data.
For example, when writing a blog on unclogging drains, list the steps in a numerical or bulleted list for better chances of achieving a featured snippet.
Target long-tail keywords
When used properly, long-tail keywords can do wonders for your business's SEO. They are specific search phrases often composed of several words. For example, instead of the keyword "plumber," you can target a long-tail keyword like "emergency plumber in Miami."
Incorporate these keywords naturally throughout your content, especially in headers and introductions. If your site already ranks on the first page for these terms, your chances of securing a snippet increase significantly.
Optimize existing content
Even though you're only starting to optimize for snippets, you don't have to start from scratch. Review your existing content and identify opportunities to optimize older content.
To start, perform an SEO audit to find high-ranking pages on your website. Update these pages with concise answers, better formatting, and long-tail keywords.
You can also perform a technical SEO review to ensure your site is fast, mobile-friendly, and easy to crawl. These enhancements will raise your snippet potential and result in significant SEO improvements.
Prioritize content quality
Never neglect the quality of your content. While keywords and formatting are important, your content's ability to answer questions thoroughly and accurately will ultimately determine its value. To that end, avoid keyword stuffing or giving vague responses.
Optimizing for featured snippets is one of the smartest strategies for improving your website's visibility. By answering common questions, structuring your content effectively, and targeting long-tail keywords, you can position your business as a trusted authority in your industry.
However, if technical SEO and content optimization sound overwhelming, consider hiring a professional SEO agency or company. An agency has teams of SEO experts who can develop, implement, and monitor strategies for maximum SEO improvements. This leaves you time to focus on serving your customers and growing your business.
Partner with a professional SEO company today and start growing your business's online presence.
