If optimising content for Google is the cake of inbound marketing, then having it appear as a Google snippet is the cream on top! But how do you go about creating killer content that cuts through all the rest? Read on to find out about this major SERP opportunity.
Any expert will tell you – answering questions, providing how-to guides and writing about trending topics is the foundation of even the most basic of inbound marketing strategies. You’re designing content for the sole purpose of attracting readers who are actively searching for it. Simple right?
But every time Google changes their presentation style, the inbound marketing game changes as well.
Google’s recent addition of the snippet has been one of the best things to ever happen for search. Getting quick answers has never been easier! So, it’s not surprising that getting featured in the snippet has now become the new pinnacle of SEO success. But is it an achievable objective for your business? We’ve got 5 content tips for you that will definitely boost your chances!
Google snippets are all framed in the form of questions with a short-paragraph answer underneath. It logically follows that the best way to become a Google snippet and to make snippet-worthy content is to frame your content as questions as well.
This is why you may have seen a wave of new blogs and writing tactics involving questions as section headers. Whether on the H2, H3, or bullet list, this structured question-based approach drastically increases your chances of having your content chosen as the information (and link) in snippet answers.
The paragraph under a snippet answer is not long. Snippet answers are rarely longer than 50 words. This means that your content needs to be compact and to the point. Google loves a quick, action-packed explanation!
It’s also best not to spool your answer into a second or third paragraph. Stick to a quick, clean, data-driven answer that will give snippet-readers exactly what they want. But remember, always leave your readers wanting just that little bit more so they click on that snippet link!
If you find that the answer to one of your topic-questions is too long or complex, break it up! Google loves to expand their snippet-list with related questions and answers. By breaking up long and complicated answers into friendly bit-sized sections, you could potentially win multiple snippet spots for the same content.
For example, you might break up the question “What are the easiest potted plants?“ into a few sub-questions like:
“What makes a potted plant easy to care for?”
“Which plants grow well in low-light rooms?”
“Which plants are best for black-thumb gardeners?”
“What potted plants are best for offices?”
“Which plants don’t need frequent watering?”
“How do you choose the best desk plant?”
Google loves details, and the more data-driven the better. Snippets often include more technical detail than the searcher originally expected but Google says that this is a good thing from a user experience perspective.
So dive into the technicalities. In a simple question of “What Is…” don’t shy away from including the chemical compounds or organic origins in your answer. Share a little historical context perhaps, name the inventor, or even describe the mechanism itself.
Your snippet not only needs to inform readers, but needs to stand out from all the other snippets, and moving beyond just the generic information is key.
The final step is to write your paragraphs with a hook that makes readers crave more. Combine information and quick answers with a promise of even more interesting and useful answers beyond. Give readers more questions to ask and make it clear that you are the best source for them to pursue the answers.
And you want more than just a click! You want readers engaged and staying on your page for as long as possible. But that’s a topic for another day.
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