Optimizing for Position Zero: Featured Snippets & Food Bloggers

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Get this Presentation @ Slideshare:

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 What are Featured Snippets?
 Types of Featured Snippets
 Importance of Featured Snippets
 How to Earn Featured Snippets
 Featured Snippets Checklist
 Session Takeaways & Resources
What will we Learn Today?

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What are Featured Snippets?

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Featured Snippets are all the Rage…

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Google Defines as….

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Google Defines as….
When a user asks a question in Google Search, we might show a
search result in a special featured snippet block at the top of the
search results page. This featured snippet block includes a
summary of the answer, extracted from a webpage, plus a link to
the page, the page title and URL
https://support.google.com/webmasters/answer/6229325?hl=en

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Where do Featured Snippets come from?

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Where do Featured Snippets come from?
The summary is a snippet extracted programmatically from a
webpage. When we recognize that a query asks a question, we
programmatically detect pages that answer the user's
question, and display a top result as a featured snippet in the
search results.

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What about Structured Data?
"We've discussed that with the
team a few times, that maybe
we should have a structured
data markup that people can
use to get featured snippets.
But the team is happier to
surface them organically.
They didn't want to bog down
webmasters with even more
structured data markup to add
to their pages."

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Takeaway: Featured Snippets are 100% content-focused. No
special markup is needed to get them. You have the best answer,
you get the snippet. Period.

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Seriously, ANYONE can get a Snippet!

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Live Result vs. Knowledge Card
vs. Featured Snippet

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Live Result Example

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Live Result Example
Live Results: These are weather results, sports scores, or
anything that Google updates in real time from data providers

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Knowledge Card Example

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Knowledge Card Example
Knowledge Cards: These are knowledge answers, where Google
sources the response from a data source. In this case, Wikipedia.

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Featured Snippet “Answer Box” Example

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Featured Snippet “Answer Box” Example
Featured Snippets: These are the Google Answers. Short
answers sourced from on-page content. They present as a
featured snippet at the top of the search results.

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Together, these make up 50% of Google SERPs.

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Featured Snippets are NOT part of the Knowledge Graph
IMPORTANT: Featured Snippets are NOT part of the Knowledge
Graph at Google. This is a Normal Search Result emphasized via
Special Search Layout.

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What about “People Also Ask” Boxes (PAAs)?

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What about “People Also Ask Boxes” (PAAs)

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What about “People Also Ask” Boxes (PAAs)?
PAAs: Google’s Machine-Learning Algos in action. Auto-
generated related queries connected to the Featured Answer.
These are increasing Significantly in the SERPs!

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Types of Featured Snippets

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Three Different Types of Featured Snippets…
Paragraph-Style Snippet
List-Style Snippet Table-Style Snippet

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List-Style Snippets

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List-Style Snippets
List-Style: These appear for answers/queries that require
individual steps. You find them in how-to, education, news, tutorial
and recipe sites specifically.

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List-Style Snippets
Type of Questions that are Common:

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List-Style Snippets
List Answers are the 2nd-most Common Style. They show-up
in 10+% of all Featured Snippets – GetStat.com

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Table-Style Snippets

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Table-Style: These appear in more “robust” queries. You can’t
answer these directly or more than one piece of information is
required. Ranged data is very popular here.

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Table Answers are the least Common Style. They show-up in
7+% of all Featured Snippets – GetStat.com

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Paragraph-Style Snippets

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Paragraph-Style: The most common featured snippet. These are
usually direct, straight-forward “best” answers to definitional
queries. This is the “default” unless a table/list is found.

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Paragraph Answers show-up in 82% of all Featured Snippets
– GetStat.com

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Ugh…BORING Casey! Why Should I Care?

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Importance of Featured Snippets

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Increased Brand Visibility

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Increased Brand Visibility
LifeHealthPro.com operates in the Annuity niche. The “average”
Keyword Difficulty score is 70%+. They are a MUCH smaller
Niche Competitor.

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Leapfrog Bigger Sites

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Leapfrog Bigger Sites
Featured Answers DO NOT CARE How Big or Small you are.
Google has already stated Domain Authority does not Exist. If you
have the best Page, you get the Snippet
– SMX West, 2017

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Optimize for Voice Search

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Simply fire up Google
Assistant or use Google’s
search app to look for a
recipe on your phone, and
hit the ‘Send to Google
Home button’. Next, say
‘OK Google, start
cooking’, and the speaker
will do its thing.

@MediaWyse
Simply fire up Google
Assistant or use Google’s
search app to look for a
recipe on your phone, and
hit the ‘Send to Google
Home button’. Next, say
‘OK Google, start
cooking’, and the speaker
will do its thing.
Voice Search on Alexa, Siri, and Google NOW is huge! This is
the Future of Search. No typing into Google. Conversational
Search via Wireless Assistant!

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Saves $ on Google Adwords

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Saves $ on Google Adwords
LifeHealthPro.com Theoretically Saves $10+ Million a Year in
Google Adwords PPC Marketing Costs by being the current
Position Zero Recipient.

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Big Traffic Potential

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Big Traffic Potential
Spend With Pennies routinely outranks BIG sites like Food
Network, All Recipes, Betty Crocker and Martha Stewart! Their
Featured Snippet traffic numbers are in the Six-Figures!

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Featured Snippets are MIND-BLOWING!

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How to Earn Featured Snippets

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Reminder…
Featured Snippets are NOT influenced by Structured Data.
This is ALL Content and HTML Influenced.

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KISS Method – Keep It Simple Stupid
• Paragraph: make sure your answer
uses <p> tags.
• Bullet List: make sure your answer
uses <ul> tags.
• Numbered List: make sure your
answer uses <ol class=”list”> tags.
• Table: make sure your answer uses
<table> tags
• Dress-Up: copy your competitor’s
snippet structure & format.

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“Ask and Answer” Questions of your Content

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“Ask and Answer” Questions of your Content
Two ways to generate featured snippet (answer box) results:
Address the users’ queries first and foremost, then Optimize
the answer box in a user preferred format.

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How to Find User Queries? – Answer the Public
http://AnswerthePublic.com

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How to Find User Queries? – Answer the Public
• Enter your Root Keyword
• Click on “Data”
• Focus on Questions related to your
returned Query.
• Focus on the Who, What, When
Where, Are and How Prepositions.
• Optimize your Content for those Q’s.

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How to Find User Queries? – Google Search Console

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How to Find User Queries? – Google Search Console
Filter your Search Analytics by How, What, When, Where,
Why, Does, How, Are, & other Q/A queries. Find content that
Asks and Answers Questions. Then optimize accordingly!

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How to Find User Queries? – SEM Rush

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How to Find User Queries? – SEM Rush
SEM Rush allows you to “Track” more Featured Snippets
than any other Tool I’ve used. Use it to surface existing AND
new SNIPPETS you can reach-out and grab!

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How to Find User Queries? – Moz Keyword Explorer

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How to Find User Queries? – Moz Keyword Explorer
Moz Keyword Explorer has a FANTASTIC Option to Identify
“Q&A Query Content” and then Sort that by Search Volume.
How-To Tutorial Here: http://bit.ly/kw-explorer-tutorial

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Need to Track Featured Snippets? – Moz Tools

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Need to Track Featured Snippets? – Moz Tools
Moz Tools has a good Visual Interface to Track Featured
Snippets easily. Use it to Surface Long-Tail KWs that you can
Optimize for More Snippets.

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Featured Snippet Optimization

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Google is looking for “Snipp-able” Content

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Google is looking for “Snipp-able” Content
The most common length of content in Featured Snippets is
between 40-50 words. Keep your Content Length short
enough to fit the Answer Box.

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Focus on “What” “How” & “When” Keywords

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Optimize your Images Correctly
• 250px by 160px seems to be ideal!
• Use your target keyword in file name.
• Correctly optimize your ALT and Title
Tag with your root keyword phrase.
• Focus on the content around the
image. Make sure it’s included on or
around the target snippet.
• Add an image either to the side or
directly after your table or list.

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Write your Direct Answer Correctly.
• Focus on User Intent. What are the TOP questions
that users are asking of your content. Answer
them.
• Start with a CONCISE Headline that is in Question
Format - “How High can a Coyote Jump?”.
• Make your answer clear, simple and direct. This is
the answer – nothing fancy.
• If this is a “list” make sure all bullet steps are clear
and unique. Don’t consolidate steps needlessly.

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Use the Correct HTML Markup (not Structured Data)
• Mark-up Titles with H1 tags – Subheadings with
H2 tags (especially Questions)
• Ordered & Unordered Lists – Use the <ol> tag for
numbered steps, the <ul> unordered tag for bullet
point lists.
• Use Paragraph Tags <p> especially with the first
sentence BEFORE any steps or a list.
• Use Table Tags <table> - if your answer uses
tables make sure to use the correct tag.

@MediaWyse
Use the Correct HTML Markup (not Structured Data)
• Mark-up Titles with H1 tags – Subheadings with
H2 tags (especially Questions)
• Ordered & Unordered Lists – Use the <ol> tag for
numbered steps, the <ul> unordered tag for bullet
point lists.
• Use Paragraph Tags <p> especially with the first
sentence BEFORE any steps or a list.
• Use Table Tags <table> - if your answer uses
tables make sure to use the correct tag.
Pro Tip: Correct Ordering is Important. Headline <H1> or <H2>,
opening sentence, then your “list” or “table” ordering.

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Beware of Typos…
In this case using “chose” and not “choose” supposedly caused
the Featured Snippet to disappear. When fixed, it popped back
in. But again…could have been anything really.

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…or Google Updates the Algo

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…or Google Updates the Algo
There is A LOT of Volatility at Position Zero. Some days you are
there, the next day you are gone! This is done Algorithmically by
Google. Monitor your Snippets closely!

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Speaking of Volatility…

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Speaking of Volatility…
Google is now “testing” Different Content Sources for the Same
Featured Snippet. One links to a Recipe. One Links to Image
Search. For those with GREAT Photography, this could be an
Increased Benefit!

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This has not gone over well…

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Don’t like it? Google is Collecting Feedback.

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Don’t like it? Google is Collecting Feedback.
Again though, NOTHING ILLEGAL ABOUT THIS. Google can
source different Recipe Content for these Featured Snippets. And
that includes Content from Different Sites.

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Want to Opt-Out of Featured Snippets?
You can opt out of featured snippets by
preventing snippets on your page using the
<meta name="googlebot" content="nosnippet">
tag on your page. This will remove all snippets on
your page, including those in regular search results.

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But if you did…Here’s what you should expect

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Featured Snippets Checklist

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8 Steps to Winning Position Zero: Checklist
 Determine which Pages Qualify: is it on or close to Page One
and already ranking?
 Are Questions being Returned: What are they, and is your
page optimized to answer them? (How do I, What is, etc.)
 Research the Query Matches: are they in tables, lists, or
paragraph format?
 If these are Tables or Lists use the Correct Markup: format
them with <ol> and <table> tags and make them pronounced.

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8 Steps to Winning Position Zero: Checklist
 Optimize Pages with H1 and H2 tags to “breakup” Content:
Organize around a main concept and sub-headings for PAAs.
 Focus on Technical SEO Considerations: Does the page load
fast, is it mobile-friendly, how about SSL?
 Focus on UX and Engagement: Does the page answer the
query BETTER than existing content? Is it in the right format?
 Update, Monitor and Resubmit: Use the Search Console Fetch
Tool to Submit to Google and monitor for Improvements.

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Featured Snippets Resources

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Must-Read Featured Snippet Resources
 Google Featured Snippets: https://support.google.com/webmasters/answer/6229325
 GetStat.com Whitepaper: https://getstat.com/blog/featured-snippets/
 Stone Temple Snippet Study: https://www.stonetemple.com/featured-snippets-
machine-driven-improvement/
 HubSpot Snippet Study: https://blog.hubspot.com/marketing/how-to-featured-snippet-
box
 SEMRush Featured Snippet Study: https://www.semrush.com/blog/how-to-earn-your-
featured-snippets/
 Larry Kim Game of Featured Snippets: https://moz.com/blog/game-of-featured-
snippets-how-to-rank-in-position-0
 Dr. Pete Ranking at Position Zero: https://moz.com/blog/ranking-zero-seo-for-answers
 The Power of Featured Snippets (Glenn Gabe): http://bit.ly/gabe-featured-snippets

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