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How You Can Win Google's Featured Snippet

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Featured snippets are an organic search feature that now take significant search traffic from the search results below them. These snippets run on a separate algorithm than Google's traditional 200 ranking signals. To understand these signals, HubSpot’s SEO team ran a series of experiments and, together with the blog and web teams, developed a process for featured snippet optimization. The result: a guide with best practices for optimizing your content for Google's featured snippet.

Want to learn how HubSpot ranks #1 in Google search results? Take this free HubSpot Academy lesson: https://academy.hubspot.com/lessons/google-seo-tutorial?utm_source=slideshare&utm_medium=how-you-can-win-googles-featured-snippet

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How You Can Win Google's Featured Snippet

  1. 1. HOW YOU CAN WIN GOOGLE’S FEATURED SNIPPET A Guide to Featured Snippet Optimization
  2. 2. What is a Featured Snippet?
  3. 3. Let’s ask Google…
  4. 4. Where Do Featured Snippets Typically Show Up? Featured Snippets can appear in three main forms…
  5. 5. 1 A paragraph-formatted answer to the searcher’s query Paragraph Featured Snippet
  6. 6. 2 A bulleted or numbered list that answers the searcher’s query (typically shows up for process-driven, step-by-step, and list queries) List Featured Snippet
  7. 7. 3 Less often, Google uses a table featured snippet to answer the search’s query Table Featured Snippet
  8. 8. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets People Also Ask
  9. 9. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Carousel
  10. 10. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Quick Answer /Tools
  11. 11. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Top News Stories
  12. 12. Alongside featured snippets, there are several other significant search features that have been frequently appearing in SERPS: Beyond Snippets Knowledge Card
  13. 13. Why Should We Care About Featured Snippets?
  14. 14. If you manage to attain the featured snippet, you can expect even more clicks than if you ranked #1 with no snippet on the SERP. Featured Snippets Affect Your Web Traffic HOWEVER, if you’re not in the snippet, you will actually see decreased traffic to your web page.
  15. 15. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example
  16. 16. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 33% of total clicks will go to the first result
  17. 17. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 18% of total clicks will go to the second result
  18. 18. This is a traditional “10 blue links” SERP with no featured snippet. On a page like this you can expect: An Example 11% (or less) of the total clicks will go to the remaining links
  19. 19. But add a featured snippet to the SERP, and this ratio changes.An Example cont…
  20. 20. But add a featured snippet to the SERP, and this ratio changes.An Example cont… The featured snippet result will claim a greater portion of the total click pie YUM!
  21. 21. But add a featured snippet to the SERP, and this ratio changes.An Example cont… Leaving crumbs for results that didn’t claim the #1 spot
  22. 22. And to make matters worse, Google is shrinking the size of the pie. According to Moz data, almost half of searches today result in no clicks at all. An Example cont…
  23. 23. And to make matters worse, Google is shrinking the size of the pie. According to Moz data, almost half of searches today result in no clicks at all. An Example cont… A side effect of serving complete answers directly on the SERP.
  24. 24. Featured Snippets Are More Prevalent Than Ever As of late 2017, the number of featured snippets on SERPs had grown 328% since summer 2015. By some estimates, approximately 1 in 3 Google searches now returns a featured snippet.
  25. 25. How to Optimize Your Content for Featured Snippets
  26. 26. 1. Identify your target keywords for your piece of content, as well as Who, What, When, Where, Why, and How queries that related to your content 2. Open a new window on incognito and navigate to the Google search domain you are creating the content for (Google.com/Google.de/Google.fr etc). Type in each of the keywords one at a time and see if there is a featured snippet present First Steps
  27. 27. By using clean and consistent code throughout your web page, Google will be able to more easily read and pull from your copy for a featured snippet. The code you should use varies slightly depending on the type of snippet (paragraph or list) you’re trying to capture. At the top of your post, add this clean HTML, filling in the query question and snippet answer where appropriate: Use Clean Code
  28. 28. Format Matters Since Google uses an algorithm to extract content for the snippets, if something isn’t formatted cleanly (so it can understand what’s going on), it will skip that result. You can clean up your header format and code by doing the following: • Make sure each post’s hierarchy is h1 (overall page title) -> h2 (subhead) -> h3 (list items) • Making sure all numbered lists read “1.” instead of “1)” • Remove any extraneous or unnecessary tags from the headers (like <span>, <strong>, etc.)
  29. 29. Conclusion A Recap on How to Optimize for the Featured Snippet
  30. 30. Key Takeaways • Check if there is a snippet on the SERP and whether it’s a paragraph or a list • Add the appropriate featured snippet code to the top of your page • Include the query within the answer when possible • If you’re optimizing for multiple snippets, add additional code throughout the content (or in a FAQ at the end)
  31. 31. WANT TO LEARN MORE? Click for the Full Report on Featured Snippets

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