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HOW YOU CAN WIN
GOOGLE’S
FEATURED SNIPPET
A Guide to
Featured Snippet Optimization
What is a
Featured Snippet?
Let’s ask Google…
Where Do Featured
Snippets Typically
Show Up?
Featured Snippets can appear
in three main forms…
1
A paragraph-formatted answer to the searcher’s query
Paragraph Featured Snippet
2 A bulleted or numbered list that answers the searcher’s
query (typically shows up for process-driven, step-by-step,
and list queries)
List Featured Snippet
3 Less often, Google uses a table featured snippet to answer
the search’s query
Table Featured Snippet
Alongside featured snippets, there are several other significant
search features that have been frequently appearing in SERPS:
Beyond
Snippets
People
Also Ask
Alongside featured snippets, there are several other significant
search features that have been frequently appearing in SERPS:
Beyond
Snippets
Carousel
Alongside featured snippets, there are several other significant
search features that have been frequently appearing in SERPS:
Beyond
Snippets
Quick Answer
/Tools
Alongside featured snippets, there are several other significant
search features that have been frequently appearing in SERPS:
Beyond
Snippets
Top News
Stories
Alongside featured snippets, there are several other significant
search features that have been frequently appearing in SERPS:
Beyond
Snippets
Knowledge
Card
Why Should We Care
About Featured Snippets?
If you manage to attain the
featured snippet, you can
expect even more clicks
than if you ranked #1 with
no snippet on the SERP.
Featured Snippets Affect
Your Web Traffic
HOWEVER, if you’re not in
the snippet, you will actually
see decreased traffic to
your web page.
This is a traditional “10 blue links” SERP with no featured
snippet. On a page like this you can expect:
An
Example
This is a traditional “10 blue links” SERP with no featured
snippet. On a page like this you can expect:
An
Example
33%
of total clicks
will go to the
first result
This is a traditional “10 blue links” SERP with no featured
snippet. On a page like this you can expect:
An
Example
18%
of total clicks
will go to the
second result
This is a traditional “10 blue links” SERP with no featured
snippet. On a page like this you can expect:
An
Example
11%
(or less) of the
total clicks
will go to the
remaining
links
But add a featured snippet to the SERP, and this ratio changes.An
Example
cont…
But add a featured snippet to the SERP, and this ratio changes.An
Example
cont…
The featured
snippet result will
claim a greater
portion of the total
click pie
YUM!
But add a featured snippet to the SERP, and this ratio changes.An
Example
cont…
Leaving crumbs for
results that didn’t
claim the #1 spot
And to make matters worse, Google is shrinking the size of
the pie. According to Moz data, almost half of searches today
result in no clicks at all.
An
Example
cont…
And to make matters worse, Google is shrinking the size of
the pie. According to Moz data, almost half of searches today
result in no clicks at all.
An
Example
cont…
A side effect of
serving complete
answers directly on
the SERP.
Featured Snippets Are
More Prevalent Than Ever
As of late 2017, the number of featured snippets on
SERPs had grown 328% since summer 2015.
By some estimates, approximately 1 in 3 Google
searches now returns a featured snippet.
How to Optimize
Your Content for
Featured Snippets
1. Identify your target keywords for your piece of
content, as well as Who, What, When, Where, Why,
and How queries that related to your content
2. Open a new window on incognito and navigate to the
Google search domain you are creating the content
for (Google.com/Google.de/Google.fr etc). Type in
each of the keywords one at a time and see if there is
a featured snippet present
First Steps
By using clean and consistent
code throughout your web
page, Google will be able to
more easily read and pull from
your copy for a featured
snippet. The code you should
use varies slightly depending
on the type of snippet
(paragraph or list) you’re trying
to capture.
At the top of your post, add this
clean HTML, filling in the query
question and snippet answer
where appropriate:
Use Clean Code
Format Matters
Since Google uses an algorithm to extract content
for the snippets, if something isn’t formatted cleanly
(so it can understand what’s going on), it will skip
that result. You can clean up your header format and
code by doing the following:
• Make sure each post’s hierarchy is h1 (overall page title)
-> h2 (subhead) -> h3 (list items)
• Making sure all numbered lists read “1.” instead of “1)”
• Remove any extraneous or unnecessary tags from the
headers (like <span>, <strong>, etc.)
Conclusion
A Recap on How to Optimize
for the Featured Snippet
Key Takeaways
• Check if there is a snippet on the SERP and
whether it’s a paragraph or a list
• Add the appropriate featured snippet code to the
top of your page
• Include the query within the answer when possible
• If you’re optimizing for multiple snippets, add
additional code throughout the content (or in a
FAQ at the end)
WANT TO
LEARN MORE?
Click for the Full Report
on Featured Snippets

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How You Can Win Google's Featured Snippet

  • 1. HOW YOU CAN WIN GOOGLE’S FEATURED SNIPPET A Guide to Featured Snippet Optimization
  • 4. Where Do Featured Snippets Typically Show Up? Featured Snippets can appear in three main forms…
  • 5. 1 A paragraph-formatted answer to the searcher’s query Paragraph Featured Snippet
  • 6. 2 A bulleted or numbered list that answers the searcher’s query (typically shows up for process-driven, step-by-step, and list queries) List Featured Snippet
  • 7. 3 Less often, Google uses a table featured snippet to answer the search’s query Table Featured Snippet
  • 8. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets People Also Ask
  • 9. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Carousel
  • 10. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Quick Answer /Tools
  • 11. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Top News Stories
  • 12. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Knowledge Card
  • 13. Why Should We Care About Featured Snippets?
  • 14. If you manage to attain the featured snippet, you can expect even more clicks than if you ranked #1 with no snippet on the SERP. Featured Snippets Affect Your Web Traffic HOWEVER, if you’re not in the snippet, you will actually see decreased traffic to your web page.
  • 15. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example
  • 16. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 33% of total clicks will go to the first result
  • 17. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 18% of total clicks will go to the second result
  • 18. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 11% (or less) of the total clicks will go to the remaining links
  • 19. But add a featured snippet to the SERP, and this ratio changes.An Example cont…
  • 20. But add a featured snippet to the SERP, and this ratio changes.An Example cont… The featured snippet result will claim a greater portion of the total click pie YUM!
  • 21. But add a featured snippet to the SERP, and this ratio changes.An Example cont… Leaving crumbs for results that didn’t claim the #1 spot
  • 22. And to make matters worse, Google is shrinking the size of the pie. According to Moz data, almost half of searches today result in no clicks at all. An Example cont…
  • 23. And to make matters worse, Google is shrinking the size of the pie. According to Moz data, almost half of searches today result in no clicks at all. An Example cont… A side effect of serving complete answers directly on the SERP.
  • 24. Featured Snippets Are More Prevalent Than Ever As of late 2017, the number of featured snippets on SERPs had grown 328% since summer 2015. By some estimates, approximately 1 in 3 Google searches now returns a featured snippet.
  • 25. How to Optimize Your Content for Featured Snippets
  • 26. 1. Identify your target keywords for your piece of content, as well as Who, What, When, Where, Why, and How queries that related to your content 2. Open a new window on incognito and navigate to the Google search domain you are creating the content for (Google.com/Google.de/Google.fr etc). Type in each of the keywords one at a time and see if there is a featured snippet present First Steps
  • 27. By using clean and consistent code throughout your web page, Google will be able to more easily read and pull from your copy for a featured snippet. The code you should use varies slightly depending on the type of snippet (paragraph or list) you’re trying to capture. At the top of your post, add this clean HTML, filling in the query question and snippet answer where appropriate: Use Clean Code
  • 28. Format Matters Since Google uses an algorithm to extract content for the snippets, if something isn’t formatted cleanly (so it can understand what’s going on), it will skip that result. You can clean up your header format and code by doing the following: • Make sure each post’s hierarchy is h1 (overall page title) -> h2 (subhead) -> h3 (list items) • Making sure all numbered lists read “1.” instead of “1)” • Remove any extraneous or unnecessary tags from the headers (like <span>, <strong>, etc.)
  • 29. Conclusion A Recap on How to Optimize for the Featured Snippet
  • 30. Key Takeaways • Check if there is a snippet on the SERP and whether it’s a paragraph or a list • Add the appropriate featured snippet code to the top of your page • Include the query within the answer when possible • If you’re optimizing for multiple snippets, add additional code throughout the content (or in a FAQ at the end)
  • 31. WANT TO LEARN MORE? Click for the Full Report on Featured Snippets