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How To Optimise Content For Featured Snippets

How To Optimise Content For Featured Snippets

With the value of featured snippets increasingly on the rise, it is important that businesses understand the ways in which they can optimise their content to generate more traffic. Understanding the answers users are looking for is a great way to ensure that your featured snippets appear across several monitors and mobile screens, but when optimising content for this purpose, there are several other factors that you must take into consideration. Here, we’re taking a closer look at what these considerations involve.

The Benefits Of Optimising Content For Featured Snippets

There are a number of reasons as to why it is important to optimise content for featured snippets; not only will optimizing your featured snippets help generate more traffic, but businesses that carefully target these are likely to achieve higher visibility. In turn, this will boost brand credibility and generate more clicks, which are paramount when it comes to seeking new opportunities and business expansion.

While it is important to ensure that each featured snippet answers the question in mind in full, it is crucial to ensure that the answer is short and to-the-point. By providing users with a direct answer, businesses are likely to attract more clicks and so will achieve a higher click-through rate. In some cases, incorporating an image or diagram into the featured snippet is the most effective way to display complex data. When using basic HTML elements such as a table, it is important to not use overcomplicated Javascript, as this may confuse users or defeat the purpose of their search.

In addition, ensuring that your page is structured correctly plays a major part in ensuring that users are able to find the information they are looking for. While it is important to make sure that the information is searchable, it should be easily read and understood. Furthermore, by incorporating a clear call-to-action or inserting links to related content, you can rest assured that users will continue to look through your site or turn into conversions.

The concept of featured snippets has grown considerably over the last few years. They are now a staple within Google listings, making them a prime marketing opportunity. Snippets have become increasingly enticing to small start-up businesses since the results are all organically generated. You just need to ensure that the content you are putting together best matches the questions people would typically enter into Google. The search engine will use programmatic search over the internet and determine the best match. This will give the website that provides the best information the lucrative “Position Zero”, which ranks higher than anything else in Google’s listings.

This means providing you have the answer people are looking for, you will experience a consistent click-through rate without having to delve out sizable money on ad campaigns to purchase internet traffic. Making the most out of the opportunity would be to think like your customer and determine the sorts of questions they are likely to search on the internet.

If you have managed to provide the best answer to the question, then your answer will be placed in the top snippet. However, if you don’t have the top spot, there is still a chance that you will appear under the subcategory that identifies questions that relate to the topic in question.

Below you can see how a particular website managed to answer the query “How To Use A Snippet” with the most efficient answer and have now claimed position zero in Google. Questions that relate to this answer are then listed underneath.

 The Benefits Of Optimising Content For Featured Snippets

Preparing For Voice Search

An increasing number of technological gadgets are becoming reliant on the use of voice search and as a result, it is more important now than ever before that businesses understand the impact of voice search on digital marketing. In order to keep up with the evolving habits, businesses should focus on targeting their featured snippets accordingly.

When it comes to ranking for voice search, there are a number of factors that businesses must consider, not least including page speed. With voice search results loading in 4.2 seconds or less, businesses must consider how they can match, if not surpass, this speed.

Businesses must also consider the following as part of their optimisation process:

HTTPS

This is an extension of the Hypertext Transfer Protocol to ensure you have achieved optimum levels of security when it comes to any form of communication over computer networks. Having an HTTPS certification will ensure that you have protection in place for any confidential online transactions like online banking or orders made within a payment gateway.

HTTPS

Content

In order to increase the likelihood of your website generating a snippet, you need to have effective and persuasive copy. This should be put in place for all elements of your website design. You need keywords and phrases that trigger conversions to your site in all your content and headings.

Social engagement

When it comes to snippets, you can also put in place something that is tailored towards the social media landscape. This is especially important since these platforms offer efficient ways of expanding your brand and helping potential clients understand the products and services you have on offer.

Domain authority

When you have optimised content for featured snippets, one of the first things you will realise is how much more authority you have over competitors. This is calculated by the Domain Authority of your website, which indicates how likely you are to rank for certain search terms.

Concise explanations

When you are putting together snippets, you need to make sure that everything has been formatted in a neat and streamlined fashion. People want the answers to be presented to them in an easy and straightforward manner.

With voice search considered to be the next ‘big thing’ in the marketing world, it’s important that businesses adapt their featured snippets accordingly by providing short, to-the-point answers. To find out more about the latest technological advances or for more on the elements listed above, get in touch with a member of our expert team on 0800 088 6000, today.

To find out more about the digital marketing services available at Absolute Digital,
get in touch on 0800 088 6000 or fill in the contact form below.

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