Featured Snippets are the Most Exciting Thing in Search

5,095 views

Published on

Everything you need to know about the most exciting thing in search - Featured Snippets. We describe how to earn featured snippets by optimizing your content for specific answers and why Featured Snippets are important.

Published in: Marketing

Featured Snippets are the Most Exciting Thing in Search

  1. 1. A.J. Ghergich Ghergich & Co. Founder/CEO AJ@Ghergich.com @SEO Featured Snippets are the most exciting thing in search.
  2. 2. http://ghergich.com/
  3. 3. Featured Snippets
  4. 4. Snippets come in three flavors...
  5. 5. ...and they are all delicious
  6. 6. Paragraph
  7. 7. Table
  8. 8. List
  9. 9. The best part about Featured Snippets is that they tend to occupy position 0 (coined by @dr_pete) above the organic listings.
  10. 10. So how do I earn Featured Snippets?
  11. 11. To earn snippets, you need to optimize your content for specific answers.
  12. 12. Haaaay... he didn't say keywords... what's going on here, buddy?
  13. 13. Featured Snippets tend to be displayed in response to search questions.
  14. 14. Featured Snippet Power Questions
  15. 15. Prepositions
  16. 16. YOUR MESSAGE ANSWERS TO YOUR CUSTOMERS' NEEDS
  17. 17. Five tools that find the questions customers are asking: KeywordTool.io SerpStat.com UberSuggest.io AnswerThePublic.com Soovle.com
  18. 18. Ok, so how does this help me get conversions?
  19. 19. On average, B2B buying influencers do 12 searches before they visit a specific brand's site. Source: https://www.thinkwithgoogle.com/articles/the-changing-face-b2b-marketing.html
  20. 20. Your content strategy likely targets the three main stages of customer journeys and looks something like this.
  21. 21. Optimizing for Answers is easy to bolt onto your existing content strategy.
  22. 22. Awareness “How do small businesses setup payroll”
  23. 23. Consideration “Best payroll software for small businesses”
  24. 24. Decision “Quicken vs. Quickbooks”
  25. 25. How to optimize for Featured Snippets
  26. 26. Keywords are still important. Use them in the following familiar places...
  27. 27. (I knew he was gonna say keywords.)
  28. 28. However, keyword optimization earn you a Featured Snippet.
  29. 29. SEMrush analyzed 100,000 keywords. They found that the average length of a search phrase with a Featured Snippet is six words.
  30. 30. 43% of searches with 8+ words show Featured Snippets
  31. 31. 40 to 50 words is the sweet spot for Featured Snippet length
  32. 32. Optimized Lists
  33. 33. Did someone say rolls?
  34. 34. Optimized Tables
  35. 35. Google tends to show landscape images around 285 x 160 pixels. So landscape images, similar to the following dimensions, should be optimized for Featured Snippets. 600 x 337 900 x 505 1200 x 674 285 x 160
  36. 36. Why you should focus on Featured Snippets 1. Leapfrog your competition to position 0 2. Gain free organic traffic 3. Answer your customer’s actual questions 4. Earn trust from awareness to decision 1200 x 674
  37. 37. Dig in!
  38. 38. Presentation is pinned @SEO. Follow me so you don’t miss my Featured Snippet research project with SEMrush.
  39. 39. Thank you

×