The document discusses strategies for optimizing content for Google's featured snippets, emphasizing their importance for increasing traffic and conversions. Key tactics include focusing on long-tail keywords, analyzing competitor research, and structuring articles effectively to address specific queries. Ultimately, being featured in search results enhances brand recognizability and improves content engagement.

1. HOW TO OPTIMIZE
FOR GOOGLE’S
FEATURED
SNIPPETS
By Ann Smarty
@seosmarty
Brand & Community Manager at
Internet Marketing Ninjas
#Pubcon

2. @seosmarty
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3. @seosmarty
AHREFS study: ~12%
Mozcast: ~15.5%
Semrush: 12.4%
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4. @seosmarty
Featured snippets have been around since 2013
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5. @seosmarty
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6. WHY CARE?
@seosmarty
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7. @seosmarty
Should I say more?
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8. @seosmarty
David Kutcher of Confluent Forms
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Ben Goodsell:
• Traffic increased by 505%
• CTR increased from 2% to 8%
• Revenue increased by 677%

9. @seosmarty
 Higher traffic (+ having two listings in one SERPs)
 Higher cconversions
 Brand recognizability and trust (which comes with
better conversions)
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10. @seosmarty
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11. Friend or Foe:
@seosmarty
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12. Friend or Foe:
@seosmarty
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13. Friend or Foe:
@seosmarty
It’s either your page that’s being
featured or your competitor’s
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14. HOW TO GET
FEATURED?
@seosmarty
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15. @seosmarty
AHREFS study: 99% already rank in top 10
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16. @seosmarty
AHREFS study: 30% rank #1
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17. Research those
“long-tail” keywords
where you rank or
can rank in top 10
@seosmarty
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18. …the more words are
typed in a search box, the
higher the probability
there will be a featured
snippet…
@seosmarty
AHREFS study
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19. @seosmarty
Serpstat.com
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20. @seosmarty
Competitor research with Serpstat
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21. @seosmarty
Ahrefs
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22. @seosmarty
Competitor research with Ahrefs
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23. @seosmarty
SEMrush
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24. @seosmarty
Competitor research with SEMrush
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25. @seosmarty
Google “People Also Ask”
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26. @seosmarty
Search Console: "Search Traffic" and then "Search Analytics."
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27. @seosmarty
Search Console: "Search Traffic" and then "Search Analytics."
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28. Go Beyond
Traditional Keyword
Research Tools: Ask
People
@seosmarty
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29. @seosmarty
Buzzsumo Question Analyzer
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30. @seosmarty
MyBlogU.com
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31. @seosmarty
Search and Monitor Twitter [Keyword ?]
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32. Organize those
keywords
@seosmarty
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33. It turns out that a single page
can also "be featured" for
thousands of search queries…
@seosmarty
#Pubcon

34. @seosmarty
• A generic keyword => a section or a category of the blog
• A more specific search query => the title of the article
• Even more specific queries => the subheadings of the article and thus define its
structure
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35. @seosmarty
Sample structure
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36. @seosmarty
Serpstat “Cluster”
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37. Answer questions
concisely
@seosmarty
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38. The average length of a
paragraph snippet is 45 words
(the maximum is 97 words)
@seosmarty
A.J. Ghergich
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39. It’s not about the length of the
article itself, it’s about
answering a specific question
concisely
@seosmarty
#Pubcon

40. @seosmarty
Optimizing for a particular featured box
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41. @seosmarty
For an exclusive
insight into more in-
depth featured
snippet optimization
tools, come to Jim
Boykin’s session
tomorrow
OCTOBER 18
11:10 am
Salon D
#Pubcon

42. Takeaways
By Ann Smarty
@seosmarty
Brand & Community Manager at
Internet Marketing Ninjas
#Pubcon

43. @seosmarty
 You'll discover hundreds of new content ideas (=>
diversify your rankings)
 You'll learn to research each topic thoroughly (=>
improve your rankings)
 You'll learn to structure your articles better (=> lower
bounce rate and higher conversions)
Being featured in Google search results is your
incentive to work harder on your content
#Pubcon

44. THANK YOU!
By Ann Smarty
@seosmarty
Brand & Community Manager at
Internet Marketing Ninjas
#Pubcon