One thing to know about search engine optimization (SEO) is that it is not something that gets easier in time. With frequent algorithm updates and the growing number of competition, the task to dominate the search engine results page (SERP) is getting even more difficult. Thus, even after landing on the first page of Google, Yahoo or Bing, web marketers cannot afford to stay lax for long.
Aside from the fact that a new website can always steal your spot, the gauge to measure a successful SEO campaign can change anytime. As an example, not too long ago, page 1 ranking in Google was the coveted SERP position. Nowadays, this is no longer the case. SEO experts are aiming to rank for Google featured snippets or what is now called position zero.
What are featured snippets?
Introduced by Google in 2014, a featured snippet occupies the top organic spot in a Google search result. Instead of the usual brief meta description that you see under the title tags and URL of a page, this search result provides a summary of the page content. It can be in the form of a paragraph, a list, or a table. This unique way of displaying a result allows users to grasp the gist of a page without actually clicking the site.
Why do you want to rank for featured snippets?
To be in position zero is highly beneficial because of the prime exposure and competitive advantage it gives. As the content summary even appears inside a prominent answer box, it is obvious that it is specifically intended to catch the user’s attention. Like a famous landmark or a prime business location, a featured snippet is impossible to miss. At times, a featured snippet can even appear above the paid search ads.
Firms and brands would surely want to aim for position zero because an adequate featured snippet may mean that users will no longer even bother to check websites with similar content under it. Thus, now comes the golden question: what can SEO specialists do to rank for featured snippets? The following are some suggestions:
3 Simple Tactics to Rank for Featured Snippets
Follow SEO best practices.
Stats reveal that 60% of featured snippets are pages that are already on page 1 of Google. Thus, if you wish to rank for featured snippets, aim to get a high-quality score from the search engines first. You can do this by implementing best SEO practices. Among other things, do not forget to do keyword research, as well as incorporating it in title tags, meta descriptions, and writing content.
Provide answers to common questions.
A featured snippet that works as an instant answer box is Google’s way of enhancing the user’s web search experience. For your content to be featured, you need to post content that correctly and sufficiently provides answers or solutions. In-depth and constant research about your target clients can help you understand their concerns and see what they are searching for. You may also want to look at existing answers for popular queries to see how you can provide better answers.
Structure your content for snippets.
The way you write and the structure of your content can highly increase your chances to be featured. To write with featured snippets in mind, consider question-based queries and long-tail keywords. Anticipate the question users will ask and be ready to present the best answers. To make it easy for search engines to get the meat of your content, use heading and subheadings. It would likewise be search-engine friendly to arrange information in a list form or inside a table. The basic copywriting rule to write in a brief and concise manner will help you rank for featured snippets as well.
SEO can sound too technical or complicated for those who are just starting to understand how it works. This is why it is advisable to seek the services of a competent SEO agency such as Birch River Design Group. Our team of digital marketing professionals can help ensure a wise investment for your firm’s digital marketing needs. Schedule a meeting with us today!