What’s one of the most common SEO mistakes today?
Ignoring featured snippets because they seem tough to capture. We understand—winning a featured snippet can seem like a challenge.
How can a smaller business compete with bigger brands for that coveted space at the top of search results?
The good news is that featured snippets aren’t just for large, established sites; in fact, smaller businesses often have a strong chance of getting them. It all comes down to content structure and search intent.
What Are Featured Snippets?
Featured snippets are selected search results that appear at the top of Google’s SERP (Search Engine Results Page) in a dedicated box, directly answering a user’s query.
Google uses featured snippets to provide a quick, direct response, saving users time by answering questions without the need for a click-through.
These snippets are brief but valuable, making them a target for brands focused on increasing their organic visibility and click-through rate (CTR).
Example of a Featured Snippet for a Recipe Blog:
- Question: “How to cook perfect jasmine rice?”
- Answer: A clear, concise answer with a short bullet list, featuring relevant terms like “jasmine rice” to signal Google that this page matches the search query.
Key components of a featured snippet include:
- Clear answer to the user’s question
- Concise bullet list to keep it easy to read
- Relevant keywords that match search terms
- Link to the source to offer more information
Featured Snippet Types and Stats
Different types of snippets impact SEO metrics differently. Here’s a breakdown:
- Paragraphs: About 70% of featured snippets are in paragraph form, typically between 40-60 words. This format works well for definitions and straightforward answers.
- Lists: Lists account for 19.1% of snippets, typically featuring around 6 items and 44 words, ideal for step-by-step guides.
- Tables: Tables make up 6.3%, often with 5 rows and 2 columns, and work well for comparisons like pricing or feature breakdowns.
- Videos: Representing 4.6% of snippets, videos appear for queries that benefit from visual explanations, like tutorials.
To decide which snippet type is best, focus on user intent. For example, if users are looking for instructions, a list may be best; if they’re comparing options, a table is more effective.
On mobile, featured snippets can cover up to half of the screen, making them crucial for capturing attention in mobile search.
How to Win Featured Snippets
Featured snippets don’t appear by chance—they follow specific patterns. Google’s algorithms look for answers that are structured to directly address the query. Here’s a guide to crafting snippet-worthy content:
- Start with a Direct Answer: Clearly answer the question in the first 40-60 words.
- Follow Up with Context: Add supporting information right after the answer.
- Use Relevant Data or Stats: Numbers and specific details increase credibility.
- Keep Language Direct and Authoritative: Google favors responses that are clear and confident.
Structure Your Content for Featured Snippets
Research shows that most pages with featured snippets rank between positions 2-5 on the SERP. You don’t need to be in the #1 spot—you need a content format that fits Google’s Knowledge Graph and natural language processing (NLP) preferences.
Use Keyword-Driven Headings
Align your headings with common search queries. Rather than creative titles, focus on clear, question-based headings like “How to Cook Perfect Rice” or “What Temperature Should Rice Be Cooked At?” Nearly 29% of queries that bring up snippets start with question words like “why,” “do,” and “can.”
Break Content into Clear, Scannable Sections
Featured snippets often serve as quick answers to specific questions. Organize content into brief, easy-to-scan sections with clear subheadings. Use H2 and H3 tags for each section and ensure they directly reflect search queries. This helps both readers and Google understand your content’s relevance.
Use Lists and Tables for Readability
If you can present information in a list or table, do it. Google favors these formats for their clarity and ease of use. Lists are great for “how-to” or “step-by-step” guides, while tables work well for comparisons like “pricing,” “features,” or “specifications.”
Examples:
- Recipe Post: “How to Bake a Perfect Cake” with a bullet list of ingredients and steps.
- Comparison Post: A table comparing the “Top 5 Wireless Earbuds” with columns for price, battery life, and sound quality.
Place the Answer in the First Paragraph
Google often pulls answers from the first 40-60 words of a page. If your content targets a question-based keyword, provide a quick, clear answer upfront, then expand with more details below. This approach works well for capturing snippets and meeting the needs of users seeking quick answers.
Example: For the question “What are the benefits of meditation?” you might answer: “Meditation helps reduce stress, improve focus, and increase mental clarity by promoting relaxation and mindfulness.”
Optimize for Voice Search
With the rise in voice search usage, Google prioritizes content that’s conversational and naturally structured. Use simple language and target common phrases like “How do I…” or “What is…,” aligning your content with how users ask questions out loud.
Voice Search Tip: Write as if speaking to the user directly. Avoid jargon, and stick to simple, direct language. For instance, answer “How do I start a vegetable garden?” with “To start a vegetable garden, choose a sunny spot, prepare the soil, and plant seeds or seedlings for vegetables like tomatoes, lettuce, or carrots.”
Add Quality Images and Diagrams
While most snippets are text-based, Google occasionally adds images to snippets, especially for guides and how-tos. Adding high-quality images or diagrams with descriptive alt text can make your content more appealing for snippets and improve accessibility.
Use Structured Data (Schema Markup)
Structured data, or schema markup, helps search engines understand your content’s context. Though it doesn’t guarantee a snippet, schema increases visibility in features like FAQs and ratings. Adding structured data for things like products, reviews, and recipes can improve snippet potential.
Keep Content Updated and Relevant
Google favors fresh, relevant content. Regularly updating articles with recent stats, new examples, and fresh insights keeps them competitive. Consider a quarterly or semi-annual review for top-performing content to keep it current and maximize snippet potential.
Build Authority with Trustworthy Content
Google selects sources it deems reliable and authoritative for snippets. Creating well-researched, data-backed content positions your page as a trusted resource. Link to credible sources and add author bios to showcase expertise.
Authority Tip: If you’re writing on “Investment Tips,” cite recent data from reputable financial sources or government websites. This approach builds credibility and increases snippet eligibility.
Monitor and Update Your Snippets
Getting a snippet is only part of the process—maintaining it requires ongoing updates. Use tools like Google Search Console and Ahrefs to monitor snippet performance. Keep an eye on metrics like impressions, click-through rates, and keyword rankings. If you lose a snippet, competitors may have updated their content, so be prepared to refresh your own to stay relevant.
Final Word
Capturing featured snippets can greatly enhance your website’s visibility and attract more traffic by placing your content at the top of search results. By structuring your content effectively, using clear language, and addressing common questions directly, you can increase your chances of securing this valuable space. Remember to keep your content updated, add helpful visuals, and use structured data to further improve your snippet potential. With these strategies, your content can stand out in search results, providing quick answers to users and boosting your site’s reach.
