A study conducted by Search Engine Land points to how a featured snippet led to a 516% increase in traffic. The case study highlights how smaller, less powerful websites can gain fantastic organic visibility through good content.
How to optimise your website for featured snippets
In order to appear for featured snippets, you need to carry out research to find out what your customers are searching for. These types of searches are referred to as “long tail searches”, something which we identify at the beginning of engaging with a new company.
Once you’ve found out what people are searching for, you need to create new content around this subject – this is where your blog can become extremely valuable. You need to ensure that each page has sufficient on-page optimisation and formatting. You may have read our previous blog with our website and SEO checklist, but here we quickly summarise the most important part for featured snippets:
- Does your content answers the question identified in the research?
- Do you include the answer early in the content with a short and concise answer? (remember where this answer has to fit)
- Have you included the search query within the page URL?
- Have you formatted your content appropriately within HTML tags ( <table>, <p>, <ol> or <ul>).
- Have you ensured the primary question is included in the page heading (<h1> tag)
- Have you included related questions within sub heading and marked them up using <h2> tags
- Have you labelled all your images?
Over the past couple of years featured snippets have risen in prominence. With Google powered by the semantic and informational search-driven Hummingbird algorithm, we can only see search engine results evolving further to provide a much richer, quicker and more informative experience to users seeking out answers.
If you have any questions about your SEO strategy or need any research creating to find out what your customers are searching for, and who your customers are, get in touch with us today.