Featured snippets are quickly becoming the only search results for many queries.
If a user goes to Google.com and types[ what is the tallest tree ], Google returns a featured snippet, followed by thousands of organic search results. However, when a user conducts the same query via Google voice search, Google reacts with an audible version of the text in the featured snippet but( in many cases) no ablue connections.a
Before diving too deep into featured snippets, let’s back up a minute…
What is a featured snippet?
A featured snippet is a summarized provide answers to a useras query displayed in Google organic search results. It is removed from a outcomes page and includes the page title, URL and link. Featured snippets can be paragraph, lists or tables.A These results display an aAbout this resulta link near the bottom right corner of the answer box.
Google includes answers in featured snippets at the top of search because it is faster than sending users to the source page — no matter how fast the source page loadings. As a result, marketers could experience deteriorations in clicks and page opinions for featured snippet queries but should construe increased impressions for these queries as a positive KPI.
In fact, from a marketing perspective, featured snippets are highly desirable. Top positioning in Google mobile or desktop search results can help URLs garner greaterA visibility thanA traditional outcomes.( And although Google may soon change this, it is currently possible for sites to appear in both the featured snippet and the organic outcomes, dedicating those sites lots of visibility on the SERPs .)
Because featured snippets typically appear above the first organic outcome, you are able hear marketers refer to them as “ position zero .”
What makes a goodA featured snippet?
If you’re wondering what Google looks for in a featured snippet, it can be helpful to identifyA existing snippets and review the pages from which they’re pulling info. By reviewing winning content, we can start to get an idea of what Google wants.
However, it is feasible to just as illuminating to look at the content that failed to achieve a featured snippet. Following is aA little-known tip-off to help you identify what I call” featured snippet nominees .” I think of these as pages that could A have produced a featured snippetA but didn’t quite make the cut.
Featured snippet candidatesA offer a prime opportunity forA understanding more about how featured snippets work in Google organic search results. By comparing these pages to the “winning” pages, we canA get clues about ideal formatting, page layout and content quality that can help inform our own optimization strategies.
To see featured snippet nominees, just add the parameter “& num= 1”, “& num= 2”, “& num= 3″( and so on) to the end of Googleas URLs for queries with featured snippets. Currently, Google displays “candidates” for many featured snippet queries.
One thing you may notice is that featured snippets and “candidates” can change on a reasonably regular basis. Depending on a variety ofA factors( where, when and how you search ), your results may differ from the examples shown below. Even if your examples are different from mine, the process is what is useful.
Here is an example of a featured snippet for the query[ hummingbird food] from the URL https :// www.google.com/ search? q= hummingbird+ food
Here is an example of a featured snippet “candidate” for the same query[ hummingbird food] A from the URLA https :// www.google.com/ search? q= hummingbird+ food& num= 1A — as you can see, we appended the URL above with & num= 1 .
If you have a page that you believe has the potential to make a featured snippet, consider the search query( or queries) that might be appropriate and check them for featured snippets. If your desired search query does render a featured snippet, take a look at the “winning” snippet, as well as the “candidates,” to get an idea of what you could be doing better.
How do you measure featured snippets for text and voice queries?
Unfortunately, featured snippets are difficult to detect, let alone way — especially for big sites. So far, I have not determined an instrument to detect more than about 20 percent of the featured snippets found by manual review.A Additionally, there is currently no way to track voice queries for the 400, 000 to 500,000 estimated Google Home devices.
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