First off, what is a featured snippet? A featured snippet is what Google decides is the best complete answer to a question. It’s that little bit of information from a relevant website that appears first after a Google search below the ads and often above other related questions. It is also called an “answer box” because it usually answers a precise question that you searched for right away. Clicking on a featured snippet will take you to the main website so that you get more information.
Why are featured snippets so valuable?
Getting your content to be a featured snippet is very important. It positions you as the authority on the question being asked and in your particular niche or industry. It appears at the very top of the search results plus it is an obvious “feature”. Readers will often remember your website and will go there directly the next time they need answers on that topic.
So how can you create a featured snippet?
Featured snippets are dependent on content. You have to phrase information on your site in a way that answers what is being asked for, so that by the time someone actually asks on Google, it shows up as a snippet. Here’s four ways to get your content to be a featured snippet:
- Have questions in your content. Make your content mimics what your potential readers could be asking. Query searches are usually “how to…”, “what is…”, “why does…”. Insert these phrases into your website so that the content that follows can likely earn a spot as a featured snippet. For example, if your website talks about marketing, put headers like “What is Marketing?”, “How Does Marketing Work?”, or “Why is Marketing Important?’.
- Have high-quality content. You don’t want your website’s content to just be questions-and-answers. While Google does search for information it can turn into a snippet, that is not all it considers. Content still needs to be high-quality, engaging, and user-focused.
- Have the best answers. People want detailed information and they look out for relevant keywords and phrases. Cover every question a topic may have; use videos, screenshots and infographics, and always consider that your readers are beginners in that topic. They want all the information in one spot.
- Have a question-and-answer page. This is where you can consolidate all questions your readers may have. Wording the relevant questions in the same way your readers would can really boost your chances of getting on the top of a search page. Be sure your answers hit that sweet spot between too short and long-winding.
You can’t actually control if Google will choose to show your result as a featured snippet. But if you are providing useful content and answering the questions your customers/clients are actually asking, you are in with a better chance.