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The Value of Featured Snippets (BrightonSEO 2023).pdf
Sr. Director of Organic Growth at
AgentSync
Freelance SEO Consultant at Niki
Mosier Consulting
Creator of SEO for NonSEOs course
(coming soon)
@NikiMosierSEO #BrightonSEO
What We're
Talking About
The What
Understand what
featured snippets
are and why they
are valuable
Strategy
Learn how to build
out a sustainable
featured snippet
strategy
Take Action
Walk away with
actionable items to
start implementing
today
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
What Are Featured
Snippets?
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
"Position #0"
@NikiMosierSEO #BrightonSEO
Google Says...
@NikiMosierSEO #BrightonSEO
Types of Featured Snippets
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Featured Snippet vs. Answer Box
@NikiMosierSEO #BrightonSEO
Fun Facts
19%
of SERPS have
Featured Snippets
77%
of questions that
start with why
50%
of a mobile screen
is covered with a
featured snippet
70%
of articles were
published no later
than 2-3 years ago
@NikiMosierSEO #BrightonSEO
The Value of
Featured Snippets
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
"Position #0"
@NikiMosierSEO #BrightonSEO
Fewer clicks are not
always bad
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
A quick win
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Share of Voice
@NikiMosierSEO #BrightonSEO
Share of Voice
Authority
@NikiMosierSEO #BrightonSEO
Share of Voice
Authority
Benefit other channels
@NikiMosierSEO #BrightonSEO
Brand Awareness
@NikiMosierSEO #BrightonSEO
Branded Search Volume
@NikiMosierSEO #BrightonSEO
Direct Traffic
@NikiMosierSEO #BrightonSEO
Other KPIS
Unique users
Return users
Time on Page
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
14% of blog page views came from a
URL with a featured snippet
17% of clicks came from a
URL with a featured
snippet
Traffic wins
Average CTR is 1.8% - top URL
with a featured snippet has a
CTR of 5.8%
@NikiMosierSEO #BrightonSEO
Building a Featured
Snippet Strategy
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Keyword Research
@NikiMosierSEO #BrightonSEO
https://bit.ly/featured-snippet-planning
@NikiMosierSEO #BrightonSEO
Look at already
ranking keywords
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Narrow the focus
Positions 2-5
Higher search volume
@NikiMosierSEO #BrightonSEO
Focus on question searches
@NikiMosierSEO #BrightonSEO
Queries starting with the six "Ws" had
featured snippets roughly half the time
across both desktop and mobile
Source: STAT Search Analytics
@NikiMosierSEO #BrightonSEO
“Why” questions make up 70% of featured
snippets
Source: STAT Search Analytics
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
200K+
The Value of Featured Snippets (BrightonSEO 2023).pdf
@NikiMosierSEO #BrightonSEO
Optimizing for Featured
Snippets
@NikiMosierSEO #BrightonSEO
SEO best practices
Target keyword usage
Relevant links
Content structure
FAQ Schema
Link to author page
@NikiMosierSEO #BrightonSEO
A study from SEMRush showed that 66% of
articles with a featured snippet use
schema markup
Source: SEMRush
@NikiMosierSEO #BrightonSEO
URL should be
on page 1
#6
@NikiMosierSEO #BrightonSEO
Search query
alignment
@NikiMosierSEO #BrightonSEO
Content structure and formatting
@NikiMosierSEO #BrightonSEO
1100 Words
5 minute read time
14 headlines
@NikiMosierSEO #BrightonSEO
Ask and answer
@NikiMosierSEO #BrightonSEO
Be factual
@NikiMosierSEO #BrightonSEO
Answer related questions
@NikiMosierSEO #BrightonSEO
Use images
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Tracking Featured Snippets
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
https://agentsync.io/blog/insurance-101/churning-and-
twisting#:~:text=Churning%20in%20insurance%20is%20wh
en,benefits%20from%20a%20different%20carrier
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Start Winning Featured
Snippets
@NikiMosierSEO #BrightonSEO
Focus on page one
keywords
@NikiMosierSEO #BrightonSEO
Dig into what they are doing
Do it better
Low hanging fruit
Competitor Take Down
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Check all the SEO boxes
@NikiMosierSEO #BrightonSEO
The Future of Featured
Snippets
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
@NikiMosierSEO #BrightonSEO
Here's the prompt you can use for ChatGPT to give you
multiple options for featured snippet text for your articles:
1. Create 5 summaries of [topic]
2. Each summary should be between 2-3 sentences
3. Use an "is" or "are" statement in the first sentence of each
summary
4. Begin the second sentence of each summary with [topic]
Credit to Chris Long - GoFish Digital
@NikiMosierSEO #BrightonSEO
Valuable for brand awareness
Can be a quick win
Use keyword research to
build your plan
Don't Forget...
@NikiMosierSEO #BrightonSEO
https://www.nikimosier.com/presentations
KUDOS!
Huge kudos to my team back at
AgentSync, especially SEO
specialist Brandon Klein for
helping me gather data and
insights!
@NikiMosierSEO #BrightonSEO
Thank You!
https://www.linkedin.com/in/niki-mosier/
https://twitter.com/NikiMosierSEO
https://nikimosier.com
@NikiMosierSEO #BrightonSEO

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