Digital Marketing: BIG Change to Google's Featured Snippets
"If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. This declutters the results & helps users locate relevant information more easily. Featured snippets count as one of the ten web page listings we show." - Danny Sullivan, Google
What is a featured snippet?
A featured snippet is that block of text that appears with certain keyword searches on Google. This same link would also appear below among the regular search results (except paid ads). Prior to January 23, the featured snippet wasn't considered one of Google's organic listings, which is why it would appear twice on the same page.
Google now considers featured snippets part of organic listings, which means if your listing gets elevated into the featured snippets results, that is the only spot it will appear on the search results.
What should you do?
Featured snippets are without a doubt the most reliable spots on the Google search results page. Users rarely scroll past the snippet to see the other search results.
How do you earn a featured snippet?
Getting featured as a snippet on Google's requires one large component... your website content has to answer questions! This is because the snippet result is programmed to answer questions. "How to" and "why does" type questions are some typical types of keywords that will trigger a featured snippet. Utilizing the H2 and H3 fields throughout your website with these answers is one of the keys to earning your spot as a snippet.
Second, do your research! Take into account your specialties, and industry, when you decide which questions to specifically answer. As a test, you can search specific questions related to your industry and see if a featured snippet appears. The more keyword knowledge you have, the better!
Getting featured as a snippet requires a lot of organic work and is no small task. If you have the resources to get it done, do it! However, some companies that need extra support to optimize their website may hire a digital marketing agency (like our company!)
Daniel Marr is the Director of Business Development for NWPC Marketing Solutions, a team of marketing experts dedicated to helping you achieve your goals and BOOST your brand! Daniel specializes in developing close relationships with our clients and their marketing teams to establish a strategy, coordinate projects, and develop campaigns.