How To Get Your SEO Content To Appear in Featured Snippets

First is no longer the best position on search engine results pages (SERPs). At least, that is the case for specific keywords. The featured snippet and its many forms are now the places to be.

Search engine optimization (SEO) has taken a turn with the rise of no-click or zero-click search solutions by Google. Hence, SEO agency experts recommend aiming for featured snippets.

This guide covers the basics of this topic, including:

• What are featured snippets?
• How do featured snippets work?
• Using featured snippets for SEO

There is a lot to discuss, so get ready to take notes.

Let’s go!

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What Are Featured Snippets?

A featured snippet is an automatically generated result created by Google in response to a search query. Unlike regular website snippets that carry a short description of the content, Google creates the featured snippet directly from the page and displays it in a box at the top of SERPs.

A featured snippet is randomly selected based on context and match, meaning your content must readily answer a search question to qualify as a featured snippet. This development is in response to the ever-changing needs of users, in particular their need for quick service.

Customers care about speed and convenience when making decisions. SERP features like these address those consumer needs. Users get information quickly, businesses outshine their competitors, and Google keeps its users happy and remains the top search engine.

How Do Featured Snippets Work?

Google generates a featured snippet based on criteria. This includes whether it helps users get the correct information faster or whether the source page contains anything essential for the query.

These snippets also appear in the “People also ask” and Knowledge Graph sections of the SERP. However, they are not limited to paragraphs — they can also be lists, tables, and videos.

You cannot influence whether Google displays your content as a featured snippet. You also do not have a direct method to change it like you do with regular snippets and meta descriptions.

More importantly, the featured spot is not yours forever. Google presents new ones periodically. It all depends on the quality of your content and how well it fits the user’s question.

Since the information comes from the page itself, you should ensure that your content is straightforward and factual. Google cares about its users, so opinions and oversight within content are not options. You can also optimize for featured snippets by formatting your page correctly.

3 Ways to Optimize Content for Featured Snippets

As Google notes, featured snippets are based on context. Therefore, not all keywords trigger them. That can make it challenging to know which terms to focus on in the future.

Fortunately, keyword tools such as Ahref can assist you in identifying which ones do trigger snippets. You can also keyword tools to determine which of your pages show up as featured snippets in SERPs. This is a good starting point for crafting plans to optimize your content for better SEO ranking.

However, missing out on the featured spot is not the end of the line. As previously mentioned, “People also ask” and Knowledge Graphs are SERP features that boost ranking and click through rate (CTR).

That said, here are ways you can improve your chances of becoming a featured snippet.

     1. Make Quotable Content

Google wants only the best for its users, which is why featured snippets work the way they do. In a nutshell, the content you provide has to be objective and accurate. It also has to be concise and well-written because the information is taken directly from the page and displayed as is.

The featured snippets are relatively short, at around 40 words or 300 characters. That means there is no room for embellishments that add no value to your content.

On the other hand, video results show up time stamped at the most relevant part with subtitles on display for reference. It highlights the importance of adding accessibility features to videos.

Take this featured snippet from a WikiHow article on “How to Make a Box Fort,” for example:

“Lay a big piece of cardboard on the ground and turn the fort on its side, so the hole in the roof lines up with the cardboard. Use a marker to trace the outline of the roof onto the piece of cardboard, then cut around it to make your gable. Cut another one the same size for the other side and tape them in place.”

     2. Use Question Headlines

The best way to provide answers to questions is to actually write content in response to them. Prompt questions shape your content by guiding your perspective and tone.

Consider the difference between “Why do I need antimalware?” and “Using antimalware.” The first one answers a user's question directly, while the second one opens up the conversation to new ideas. It could either be the steps for installing anti-malware or the purpose of using one.

Moreover, questions are a popular search format. Therefore, creating content with the intent to respond better to users allows you to capture the look and feel of featured snippets. As much as possible, give your answer without delay and without padding it with unnecessary information.

     3. Format Content Properly

How you present content is just as important as what you put into it. For instance, if you are writing a how-to guide on curing ham, you should lay out the procedure in concrete steps the reader can take. That makes it easy for Google to pull the information it needs for the snippet.

As another example, say you were writing about coffee's health benefits and nutritional value. To be a featured snippet for either, group the relevant data and properly format it. Typically, health benefits are in list form, while nutrition facts are in table format.

Aim to make your content as user-friendly as possible to make it viable for featured snippets. Imagine if the nutrition facts were haphazardly scattered throughout your page. The reader would have to scan the entire article and then find the information they need piece by piece.

Summing Up

Featured snippets serve a vital function in an environment where you compete with peers and user demands. It helps people get answers quickly, and you capture an audience at the same time. The method of attaining this coveted spot is still vague, but Google gives us a good idea.

In a nutshell, the optimal format is one that immediately and accurately answers questions.

Need help optimizing your content for featured snippets? Contact us to learn how we can help.