Charlotte McCormac
'Create content that deserves to rank' - Adam Piotrowski.
When people search online, they're looking for quick answers.
They don't want to scroll for information.
When there isn't a featured snippet, searchers may look at the first few results. But featured snippets take up the same room as around 3 search results, so viewers are unlikely to scroll any further when one appears at the top of their page.
Featured snippets currently only appear in around 12.2% of search results, and when there is a featured snippet, only 19.6% of people will click on results beneath the snippet.
This means that there's plenty of room to win featured snippets, and when you do your website traffic will soar.
Adam Piotrowski is the head of SEO, content and social media at Rentpath Digital Marketing Solutions.
His session at the 2018 Inbound conference explores how to earn featured snippets to fast-track visitors on their way to your website.
Structuring Your Content For Featured Snippets
To get your content into a featured snippet, you need to answer the questions that people are searching for.
But your content also needs to be as clear and concise as possible for Google to rank it worthy of a featured snippet.
Here are the types of content that you should produce online to increase your chances of winning featured snippets:
- Non ordered lists
- Numbered lists
- Tables
- YouTube video snippets
Tracking Your Featured Snippets
Track your featured snippets and Google rankings using a tool like SEMRush so that you can consistently measure your progress and identify additional snippet opportunities. Think about what it is that people in your industry are searching. What problems need solving?
You won't win a featured snippet until the page that your content is published on is ranking in the top ten search results. Analyse the other pages that are ranking to ensure your content provides the most thorough answer to the search enquiry that you want to rank for.
Ranking Is a Promise
Ranking promises increased website traffic, but only when you follow the SEO steps to featured snippet success:
- Identify what winning looks like - who's winning at the moment?
- Format and structure your content
- Resubmit your URL to Google via Google Search Console
- Promote your content
To Conclude
Your mission is to understand and deliver on intent. That's what will help you win featured snippets.
You only need a tiny piece of content, but it's one of the most valuable pieces of content that you will write for your blog or website.
To find out how Insynth can win you featured snippets and maximise your search rankings, explore our SEO services.
About Insynth
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.