Here’s a set of guidelines to follow when optimizing for the featured snippet – like using an “is” statement and defining the topic concisely.
In SEO, some might consider featured snippets the holy grail of rankings. Featured snippets are a great low hanging fruit opportunity for many websites. By optimizing for the featured snippet, you can propel your site to the top of the search results by only making very small adjustments to your page’s content. Throw away backlinks, performance, and site architecture (only kidding). Featured snippet optimizations allow you to bypass all of that for a chance at ranking in the first position without having to worry about all of those other factors.
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:
Add a “What Is” heading
Use an “is” sentence structure
Fully define the topic
Match the featured snippet format
Don’t use your brand name
Don’t use first person language
Scale featured snippets
Prioritize when you rank in the top five
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: