Featured Snippets: Rank #1 on Google in 2021

The Evolution of Search Results

The landscape of search is undergoing a significant transformation. Contemporary search engines frequently move beyond the traditional presentation of ten organic results accompanied by a few advertisements.

Instead, a Google search can now yield a diverse array of results formats. In many instances, direct answers to user questions are provided, potentially eliminating the need to navigate to a website.

An Illustrative Example

Consider the query: “how many days until halloween.”

As demonstrated, Google proactively answers the question within a rich snippet, rather than immediately displaying a conventional search result.

Furthermore, the search engine suggests related queries, such as countdowns for other holidays. A knowledge panel sourced from Wikipedia concerning Halloween appears on the right, followed by a section dedicated to featured snippets.

These snippets are expandable, offering answers to a wider range of connected questions.

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The Changing Priorities of SEO

Ultimately, the initial search results are presented after these direct answers and related inquiries. In such scenarios, is a website visit even necessary for the user?

The nature of Google search has evolved considerably. While achieving the No. 1 ranking on the search engine results page remains a desirable goal, it is no longer sufficient in itself.

Prioritizing the attainment of the top featured snippet position may prove to be a more effective strategy.

Understanding Featured Snippets

Featured snippets are concise excerpts of text or data extracted from webpages by Google. These are presented directly beneath the search bar, designed to provide rapid answers to user queries. They can manifest in various formats, including lists, step-by-step instructions, tables, and brief paragraph summaries.

Securing a featured snippet represents a significant achievement in SEO. Achieving this position for a sought-after search term leads to increased organic traffic originating from Google’s search results. Ahrefs reports that approximately 12% of all search queries trigger featured snippets, representing roughly 14 million potential opportunities.

Without a featured snippet, the top organic result typically receives around 26% of clicks. However, when your content is highlighted in a featured snippet, it effectively captures approximately 8% of the clicks that would have otherwise gone to the top-ranking page.

A single, well-optimized blog post can rank for numerous search keywords, and this principle extends to featured snippets. Investing in high-quality content that surpasses existing resources can yield substantial and ongoing benefits. Becoming a recognized authority in your niche is possible, as your content or data tables are prominently featured.

This authority, in turn, encourages passive link building, as other websites discussing the same topic will often cite your definitions and explanations. For instance, CollegeFinance.com developed a Pell Grant guide that ranks for multiple terms in featured snippet results, such as “pell grant income limits.”

The site benefited not only from the increased traffic but also from the enhanced authority this position provided. External websites conducting research on the topic, like Good.IS (DA 80), have linked back to their guides, resulting in organic link acquisition for that specific page.

It is important to acknowledge that featured snippets can reduce the number of clicks to a website. When a query is directly answered within the snippet, users may not feel the need to visit the source page. Consequently, organic traffic may be lower compared to a SERP without a featured snippet.

Featured Snippets and Rich Snippets: A Comparison

Both rich snippets and featured snippets utilize content directly from your website to enhance search engine results. However, their presentation differs significantly; a rich snippet augments a standard search result, whereas a featured snippet is displayed prominently above the organic listings. While optimization strategies can benefit both, this article will concentrate on securing a featured snippet position.

Understanding Rich Snippet Varieties

Implementing schema structured data is crucial for helping search engines, like Google, accurately interpret your page's content. Utilizing JSON-LD and a snippet code generator provides a straightforward method for achieving this.

• Events — Presents details such as dates, times, and location information.
• Music — Showcases information concerning the artist, album title, and year of release.
• Organization — Displays details about a company, including its address, logo, and contact information.
• Product markup — Highlights product-related data like availability, pricing, and more.
• Recipes — Features details such as cooking time and user ratings.
• Reviews — Presents a star-based rating derived from reviews found on the page.
• Top stories — Enables your site to appear in the Top Stories section (prior approval from Google News is required).
• Video — Displays information about the video, including its title and publication date.

These different types of rich snippets allow for a more informative and visually appealing presentation of your content within the search results.

Optimizing for these structured data types can significantly improve your site’s visibility and click-through rates.

Securing Featured Snippets in Search Results

While achieving a featured snippet isn't guaranteed, specific strategies can significantly enhance your likelihood of earning one.

Identifying Opportunities for Featured Snippets

Utilizing various tools is beneficial for discovering both current and potential opportunities for featured snippet placement. These tools aid in keyword research and analysis.

Within Ahrefs’ Keywords Explorer, begin by searching for your primary keyword. Navigate to the left-hand column and select the “having same terms” report. Then, utilize the “SERP features” filter drop-down, choosing “Include” and checking the “featured snippet” option before applying the filter.

KeywordsEverywhere provides related keyword data directly within the search engine results pages (SERPs). This functionality can inspire further keyword ideas, search queries, and relevant topics. AnswerThePublic leverages Google’s autocomplete feature to generate potential questions centered around a given keyword.

Developing Content Addressing the Target Query

After identifying a target query, the next step involves creating content that directly and comprehensively answers the question posed. Thorough research is crucial to understand how currently ranked pages address the query.

Analyzing the pages ranking from second to fifth position is also important. Featured snippet rankings are dynamic, necessitating continuous monitoring of your competitive landscape. To create a strong contender for a featured snippet, aim to surpass existing content by offering unique value.

Consider incorporating original data, perhaps gathered through a small survey, or leveraging HARO to obtain expert opinions. Any additions should not only answer the user’s question but also provide novel insights. What previously unknown information can you present?

Employing header tags and maintaining clean HTML code can further improve your chances. Ensure your HTML syntax is free of unnecessary code often introduced when copying from programs like Microsoft Word or Google Docs.

Regularly track your target keywords using a position tracking tool. Schedule monthly or bimonthly reviews of the SERP. Adjustments to your page may be necessary based on observed changes. For instance, Google might adopt a different definition for a term, prompting you to update your content accordingly.

Featured Snippet Types Explained

The optimal featured snippet type to pursue is contingent upon your specific objectives. Certain snippet formats can lead to a decrease in click-through rates, as users may find their answers directly within the search engine results page. However, these users may still visit your page for more comprehensive information. Therefore, optimizing for clickability through compelling titles and relevant content is crucial.

List Snippets

List snippets commonly appear in search results when users pose queries requiring data-driven responses.

Employing correct HTML code for lists is highly recommended. Properly formatted lists enhance the likelihood of being selected for a featured snippet.

Structuring your content to specifically target this snippet type is also essential. Utilizing an “h3” header to introduce the question, followed by a concise sentence or two, and then presenting the list below, is a best practice.

How-To Snippets

The how-to snippet format showcases a sequentially numbered set of instructions designed to address a user’s search query.

Google identifies how-to steps by analyzing the header tags used throughout your webpage. If these headers are recognized as part of a logical sequence, they become candidates for inclusion in a featured snippet.

Wrapping these instructional titles within “h3” tags is generally the most effective approach.

Table Snippets

A table snippet extracts data from a table on your website and displays a representative sample, linking back to the original page.

To improve your chances of securing this type of snippet, verify that your table is free of extraneous HTML code, particularly if it was copied from another source. Clean code allows Google to easily interpret the table’s structure and content.

Ensure your header tags accurately describe the data presented within the table, including the table’s title itself.

Definition Snippets

Paragraph definition snippets are a common type, providing concise answers to straightforward queries, especially those posed as questions, directly within the search results.

Appropriate use of header tags is vital for page organization. Employ an “h1” tag for your post title, an “h2” tag for the main heading, and “h3” tags for subsequent subsections.

Structure your question and answer as follows for optimal recognition:

Achieving and Maintaining Featured Snippet Rankings

Securing and retaining the top position with a featured snippet can present challenges, largely determined by the competition surrounding the search query. Consistent content updates, alongside the strategic development of both internal links from within your website and external links from other web sources, are often necessary.

Tools such as Ahrefs can be utilized to assess a keyword’s difficulty score. This metric provides valuable insight into the competitive landscape of a keyword and the effort required to consistently maintain your page’s ranking. Identifying featured snippets with substantial monthly search volume and relatively low keyword difficulty is a key strategy.

However, even with favorable metrics, sustained success isn't assured. Active monitoring is crucial for holding featured snippet positions.

It’s possible to target multiple featured snippets with a single piece of content, provided they are thematically related and logically integrated within the page’s structure. Frequently, several featured snippets exist for low-volume queries.

Combining these into a comprehensive page allows you to address a wider range of information needs related to the overarching topic.

Identifying Existing Featured Snippets

To determine if your pages currently rank in featured snippets for your chosen keywords, Ahrefs can be employed to search your domain. Navigate to “Organic keywords” and then select “Featured snippets” from the “Features” drop-down menu.

It’s important to differentiate featured snippets from Google’s passage ranking system. Google introduced passage ranking to address the challenges of answering highly specific search queries.

According to Google, pinpointing the exact sentence containing the answer can be difficult when it’s located deep within a webpage. They state, “We’ve recently made a breakthrough in ranking and are now able to better understand the relevancy of specific passages.”

By evaluating passages in addition to the overall page relevance, Google aims to deliver more precise results, effectively locating the specific information users seek.

• Featured Snippets: Highlight entire sections of content.
• Passage Ranking: Focuses on specific passages within a page.

This enhanced understanding allows Google to identify and display that “needle-in-a-haystack” information.

Understanding the Value of Featured Snippet Optimization

It's understandable to question the benefits of optimizing for a featured snippet, given that click-through rates can sometimes be lower than those achieved with a traditional first-place organic ranking.

The core consideration is this: why direct users to your page when a featured snippet provides a direct answer?

However, the reality is that if you don't actively pursue featured snippet optimization, a competitor will, potentially capturing traffic that would have otherwise come to your site.

The Competitive Landscape of Search Results

The digital landscape is constantly evolving, and Google's primary goal is to deliver the most relevant and comprehensive answers to user queries.

This commitment to user experience drives continuous innovation in how search results are presented.

To remain visible and competitive, adapting to these changes is crucial, or risk being pushed to subsequent pages of the SERP (Search Engine Results Page).

Adapting to Google's Evolution

Google consistently refines its methods for presenting information, prioritizing direct answers and concise summaries.

Therefore, it's essential for website owners to align their content strategy with these trends.

Failing to do so can lead to decreased organic visibility and a loss of potential traffic.