Earning Google’s Position Zero

 

By: Tyler Allen Apr 08, 2020

Earning Google’s Position Zero

What Are Featured Snippets
(and Why You Should Want Them)

According to Search
Engine Land
, 50.33% of searches ended without a click on a search result,
up from 43.9% in 2016. These “zero click searches” happen when a user’s search
query is answered right on the search results page, making a click on one of
the results unnecessary.

Featured Snippets are the biggest reason for the increase in zero-click searches.

What is a featured snippet?

Featured snippets are search results displayed at the top of
the search engine results page (SERP), sometimes referred to as position zero or
an answer box. The snippets aim to answer the user’s search query without
requiring a click through to the page. You’ve undoubtedly seen results like
this before. They come in the form of a short paragraph, a bulleted list, a
numbered list, or a table.

Let’s take a look at some examples:

Paragraph

Let’s say you’re helping your kid with a project about space
and you need to know when we landed on the moon:

Google Snippets Paragraph

With this Featured Snippet paragraph, you get your answer
right away. And if you need to know more, you’re likely to click on this
snippet for more in-depth information. 

Numbered List

Maybe you’re a DIYer who wants to take a crack at changing
the oil in your car:

Google Snippets-Numbered

This numbered list Featured Snippet gives you a quick
step-by-step guide. As with the paragraph snippet, you will find a link to the
original source content at the bottom of the snippet.

Bulleted List

If you’re a novice camper getting ready to go on your first
outing, you may need a list of must-have gear:

Google Snippets Bulletted

You’ll get a checklist of important items to bring for your trip. Checklists differ from numbered lists in that the order of the items doesn’t matter. Unlike a numbered list, this is not a step-by-step response.

Table

Want to see how many iPhones Apple sells?

Google Snippets Table

A Table featured snippet gives you a quick rundown of iPhone sales over the past four years. The exact number of rows in the table may vary from response to response and you are provided with the exact number of rows in the source table.

Why You Want to Gain Featured Snippets

If you want more traffic to your website, you want featured
snippets.

A study
by Ahrefs
, a popular tool for SEO analysis,
concluded that the first search result had a 26% click-through rate (CTR) when
no featured snippet was present. When the search results included a featured
snippet, the first result had a 19.6% CTR, with the featured snippet receiving 8.6%
CTR. Featured snippets, in effect, “steal” clicks from the first search result.
So, if your content happens to gain a featured snippet, you’ll get more people
to your website.

How to Gain a Featured Snippet

Now that you know the immense value of featured snippets,
it’s time to get some for your content positioned in a snippet.

Before you sit down to create content for a featured
snippet, do some keyword research. Identify keywords that are related to your
website that have relatively low competition.

Aim to answer mid- to long-tail keyword queries in your
content. For example, if you have a blog that gives home improvement advice,
you could create a step-by-step guide for fixing a leaky pipe. Then, when
someone searches “how to fix a leaky pipe,” your content has a chance at
gaining the featured snippet for that query.

Gaining a featured snippet relies heavily on the structure of your content. A short, concise two or three sentence explanation? This is perfect paragraph snippet “bait.” Important data in a nice, clean table? You just upped your chances of gaining a table snippet. The bottom line is, the structure of your content should conform to one of the four types of featured snippets, making it easy for Google to pull that information from your page and display it in the featured snippet.

Get More Information About Featured Snippets

As we develop content strategies for our clients in high
education, we are always vying for featured snippets.

While this high-level overview gives you the basics of
obtaining featured snippets, there are many technical aspects that can help
increase your chances of getting your content in a featured snippet, thus
increasing traffic to your website.

If you would like to learn more about how we help our clients with featured snippets and search engine optimization, contact us today.