Featured snippets: The 9 rules of optimization

Here’s a set of guidelines to follow when optimizing for the featured snippet – like using an “is” statement and defining the topic concisely.

The goal of this post is to provide you with a set of rules to reference when you find featured snippet opportunities. Think of this as a checklist to run through when you’re brainstorming how to optimize for featured snippets in your keyword set.

What is a featured snippet?

A featured snippet is a two to three sentence summary of text that appears at the top of Google. Featured snippets provide an answer for a user’s query directly in the search results. Receiving a featured snippet can result in more traffic for a given page.

The steps to receiving a featured snippet are as followed:

  1. Add a “What Is” heading
  2. Use an “is” sentence structure
  3. Fully define the topic
  4. Match the featured snippet format
  5. Don’t use your brand name
  6. Don’t use first person language
  7. Scale featured snippets
  8. Prioritize when you rank in the top five
  9. Iterate your optimizations

The featured snippet appears to work on a more simplistic algorithm than Google’s “primary” one. The featured snippet is much more influenced by simple on-page adjustments that very clearly define the topic to users.

Featured snippets and voice search 

As well, keep in mind that one of the goals of the featured snippet is to fuel voice search. Google reads back featured snippets when users perform voice queries on mobile or Google Home devices. This means that featured snippets must always make sense in this context. When optimizing for featured snippets it makes sense to ask yourself “How would my answer sound if read back on voice search?”

The types of featured snippets

When optimizing for featured snippets, you might notice that there are several different types. It’s important to be aware of these different types so you understand how to structure your content to optimize for them. The most common types are as followed:

Paragraph: Two or three sentences of text pulled from a <p> HTML element. These are the most common type:

SaaS SEO.

A previous study from AHREFs, showed that results ranking in the first position had a 30.9% chance of receiving a featured snippet. Positions 2 & 3 had a 23.5% and 15.9% chance respectively.

While this data might be different now since deduplication, it still has clear takeaways for SEOs. The higher your site ranks in the “standard” results, the better chance it has of generating a featured snippet. When prioritizing, look for keywords where you already rank within the top 5 results.

Rule #9: Iterate your optimizations

You’ve followed the steps above. You’ve written fantastic on-page content that clearly describes the topic under a dedicated “What Is” heading at the top of the page. You’ve also been sure to stay clear of any brand or first person terminology. You push your optimizations to production and wait for Google to re-index your content.

When Google finally indexes your new changes, you find that your page still isn’t generating the featured snippet.

This is not the time to stop optimizing. Instead, iterate your approach and try again. For many of the featured snippets we get, it can take multiple iterations.

In this phase, I’ve found that using the above process generally gets you 80% of the way there. If your result still isn’t receiving a featured snippet, I’ve found that very minor adjustments tend to work well. I’ll generally look for opportunities to better define the topic, use even more concise phrasing or test highlighting different facts (see rule 3). Start with minor adjustments and work your way to more major ones if you’re still not seeing the results you want.

Oftentimes, you’ll find that the featured snippet can be obtained after a few rounds of interaction to really perfect the language.

Conclusion

I hope these rules help provide you with a set of guidelines to follow when optimizing for the featured snippet. Remember, it’s extremely important to use an “is” statement and to fully define the topic in two to three sentences. By following the rules above, you should be able to significantly improve how many featured snippets you’re able to receive for your site.