A Featured Snippet is a type of search result that Google displays on its results page (SERP). It provides a direct excerpt or summary of the answer to the user’s question from the content of a web page. This snippet is displayed in a special box along with the title and URL of the page.
The peculiarity is that this box is located above the organic search results – therefore often called “position 0”. Featured Snippets are part of Google’s efforts to provide users with the best possible experience and deliver quick answers to their questions.
Why are featured snippets important?
But why should you care about featured snippets as a marketer? Quite simply, they can help you improve your online marketing strategy and drive more traffic to your website.
Since they are displayed at the top of the SERP, they attract users’ attention and thus increase the likelihood of clicks. They also strengthen your authority and credibility, as Google considers your content to be particularly relevant and helpful.
How can I optimize for a featured snippet?
To be eligible for a featured snippet, you first need to make sure your content is high-quality and meets E-A-T guidelines – showing expertise, authority, and trustworthiness.
Furthermore, your content should provide direct answers to frequently asked questions from your target audience. Use clear headings and structures like lists or tables – Google loves that!
However, it is important to note that Google automatically decides which pages are displayed as Featured Snippets. So there is no guarantee for it – but with good SEO you can increase your chances significantly!
The connection with other marketing concepts
Featured snippets play an important role in your overall content strategy. They can help improve your organic ranking and drive more traffic to your website.
They also have a strong impact on your customers’ customer journey – from first touchpoint to conversion. If users arrive at your site through a featured snippet and find what they’re looking for, it can positively influence their purchase decision.
So from that perspective, they also help improve your conversion rate.
Conclusion: Your chance in the competition for visibility
In our digitalized age, companies are struggling more than ever for visibility online. With the help of features like Google snippets, you can stand out from your competitors and target potential customers directly.