Updated on March 7, 2022
In the rush to get to the front page of Google's search results, one key opportunity stands out as being most useful and relevant: featured snippets .
At the top of many informational searches, these pieces of text provide quick answers to a searcher's question. Because featured snippets rank higher than standard listing results, they are often referred to as “position zero.”
If the short answer appearing on the results page isn't enough, searchers are more likely to click that link to learn more. Therefore, knowing how to increase the chances of your content becoming a featured snippet is a sharp tool for marketers looking to increase brand awareness and organic traffic.
Knowing how to increase your content's chances of becoming a featured snippet on Google is a razor-sharp tool for marketers, @JuliaEMcCoy via @CMIContent. #SEO Click to Tweet How do you create content that has a high chance of ranking in featured snippets?
While many people assume that featured snippets are the territory of SEO gurus or brands with multi-million dollar marketing budgets, that's not true. In fact, it's easy to rank for organic content-only featured snippets. You just need the know-how.
What is a featured snippet?
Featured excerpts are informational content displayed in Google search engine results pages immediately after ads and sponsored posts (if applicable). Searching for this “how to show marketing ROI” has an excerpt from Marketing Mo:
If search terms attract sponsored ads, they will appear above the snippet, ranked as the top organic result. Google displays what it considers high-quality content in this space because of its focus on responsiveness user intent .
How to get featured snippets in 4 steps
Earning a featured snippet in Google isn't as simple as setting keywords or securing your content well written . I'll detail the steps I use (and teach) to create content that ranks and earns snippets. This example shows how we earn featured snippet for “content marketing writers.”)
Earning a featured snippet on Google isn't as simple as placement keywords or well-written content, @JuliaEMcCoy said via @CMIContent. #SEO Click to Tweet
1. Research keywords with low keyword difficulty and high audience relevance
Each piece of content begins with research. Focusing on the wrong metrics won't lead to ratings or featured snippets. Indicators suitable including keyword difficulty and user relevance.
Keyword difficulty
While doing keyword research for the Content Hacker blog, I came across the term “marketing content writer”.
According to this article, “content marketing writers” have a keyword difficulty (KD) of 50. When I found the initial keyword, it was approximately 40 keyword difficulty.
KD is SEO index tells you how difficult it is to rank for a certain search term. If your site is relatively new or doesn't have a long-standing web presence, then the KD is low.
Check your keyword difficulty score before you create #content. @JuliaEMcCoy via @CMIContent said: Low KD will be useful for sites that don't have a long term presence. #SEO Click to Tweet Why? It's impossible to rank for a keyword that established brands have cornered. (It's like a new runner trying to win a race against an Olympic athlete.) A low KD score basically tells you the playing field is still open.
Indicators are constantly changing – that's why I recommend studying them weekly. Tools like Semrush , KWFinder and Ahrefs great for exploring keyword data.
That brings me to the next metric when choosing keywords, especially if you're already interested in earning a featured snippet.
Relevance
If the keyword isn't too competitive, ask yourself how relevant it is to your audience's difficulty score.
This summarizes to find out user search intent behind the keyword. What was their goal when they entered that phrase into Google? Can you tie it to a tough spot your brand solves?
For “marketing content writers”, search intent is obvious after viewing the search engine results page ( SERP ). The “Everybody Asks” board is saying:
Searchers want to understand what a “marketing writer” is, what they do and/or how to become one – and that has direct relevance to my business. The perfect keyword for us to target in a blog post.
TIP: What terms are appropriate for your audience's location and/or culture? Take this into consideration when going through your keyword search terms.
2. Structure your content for searcher needs
Once you identify your keywords and content topic you create content that will increase your chances of getting featured snippets from your articles by Google.
Specifically, always aim to structure your content for searcher needs.
From researching search results for “marketing copywriters,” we know what searchers want to understand – what do content marketing writers do? So our article answers that question quickly, right below the first H2.
Note: While our focus keyword is “content marketing writer,” Google chooses “content marketing writer” for this featured snippet. There's always the unpredictability that with the exact term you'll earn a rating.
Three things to note about this example:
- Asking the searcher's question in the H2 header makes it stand out, so it's easy to find. The use of H2 also emphasizes its importance when Google crawls the page.
- We answer the question by identifying the search term – “A content marketer is…” This is the featured snippet, and it's the snippet Google takes to show up in the SERP.
- We use the keyword variations and synonyms as naturally as possible.
Let's not forget the rest of the content. The rest of the section provides searchers with the information they need on this topic sorted from most important to most important. Again, all of this is guided by the existing search results page, which includes:
- Addressing aspects of the “People also ask” dashboard
- Study the content structure of the top five rankings
- See “relevant searches” for synonyms
3. Aim for consistency across your content to build authority
If I could impart any advice on winning featured snippets, it would be this: The one-shot approach never works.
Consistency matters across all of your content. It directly contributes to trust / domain authority is a known ranking factor.
If you just invest in the hoped-for featured snippets, your overall web presence will still be far below Google's standards. (Read: You won't win a snippet if only some of your content passes the set.)
Your content presence generally needs to check the following points:
- High Quality
- Overview
- Participation
- User focus
No Corners: Your content must trigger all cylinders to win with Google, including featured snippets.
4. Remember your final actions and goals
A featured snippet gives your brand a huge amount of visibility in search. Most of the time, they appear in No. 1 organic position . If you do make a buck, make sure you're taking advantage of the price increase.
As you research keywords and create content, always think about your desired actions/end goals. Ultimately, what do you want your users to do after they click your link in the SERP? How will this road lead to a convert ? Ask this question all the time to make sure you're getting something out of your Google ratings and placements.
In our article on “marketing content writers,” we include variations of calls to action that invite readers to watch the free class throughout the section:
Our CTA roadmap begins when a searcher clicks on our featured snippet for “marketing content writers” and ends when they sign up for our program.
Keep your end goal in mind throughout the creation process so it doesn't just earn featured snippets; it will also earn leads and customers.
All tools mentioned in the article are the author's. If you have a tool to recommend, add it in the comments.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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