Anyone who wants to take advantage of digital marketing for their company knows how crucial it is to take steps based on what the Google search algorithm’s patterns might recommend. After all, the Google search engine results page (SERP) is the holy grail of just about every digital marketing strategy out there. While there might be other search engines working alongside the Google search engine, the latter is utilized by just about everyone. It is only natural that the most popular search engine is also the main target of search engine optimization (SEO).
That said, there are quite a few things about Google that can open new doors of opportunity for those willing to go through the effort. For example, while it is crucial to help the Google algorithm find and index the primary website, it is not necessarily just about ranking high on the SERP. There are other aspects that deserve attention, such as the featured snippet function of the results page.
For most online users looking to ask questions through the search bar, it is typically not the first links — paid or otherwise — that catches their attention. For the most part, Google provides a little snippet of the answer people search for at the top of the search results. Many online users tend to click at the featured snippet link, as it is often known to be the most complete answer to whatever they are looking for. It is an extremely fascinating means of getting the attention of the target audience, especially with the help of a quality SEO company.
What are the odds of my website being used as a featured snippet?
One of the more interesting parts of trying to be a featured snippet is the fact that it does not necessarily have to be at the top of the rankings. For example, most of the featured snippets in Google involve websites from the top ten in the ranking system. However, it is very rarely the number one ranked site that is a featured snippet. It means that to increase the odds of being the featured snippet, a website would have to be a part of the top ten, but not so popular that it becomes the top ranked website.
Another thing that could potentially mess with the odds of being featured would be any question that Wikipedia provides a definitive answer. Considering that Google has a tendency to use Wikipedia for many different featured snippets, it can be extremely challenging to try to take the snippet from Wikipedia.
Is it worth trying to get my website featured?
While the Google snippet and answer box are not necessarily mandatory for a business to experience success in the search rankings, there is no denying that the answer box holds plenty of sway for most people. For example, most of the questions asked in Google involve a food recipe of some sort, which means if the business has content marketing related to various recipes, it might be a good idea to take steps to rise in the rankings and potentially be a featured snippet for a specific recipe.
To get the highest possible chances of being featured, it would be best to make use of a DIY, finance, or health article/blog. The more the company has to use as content marketing, the higher the probability of it eventually becoming a featured snippet.
To answer the question, it is typically only worth having the website try to be a featured snippet if the company is not actively competing with a Wikipedia article. If the content involves do-it-yourself articles or health blogs, it is typically a much better chance than other topics. It would also generally be a good idea to do research on various keywords that could potentially help a company optimize its digital marketing strategy and rank higher in general.
How other search engines can help
As stated above, DIY, finance, health, and food recipes tend to make up the bulk of the featured snippets that are most likely to feature a non-Wikipedia link. To help ensure that the keywords are correct, one of the best ways to do so would be to use another search engine to make comparisons. For example, the YouTube search engine can help quite a bit as many of the above topics are covered as videos on the website. All a company owner has to do is type down the keywords they want, and they would receive a list of recommended keywords that other online users have tried.
The best part about the process is that it is an extremely easy way of gaining relevant keywords, as Youtubers undoubtedly made use of the exact same keywords for their search. It was not just recommended by the algorithm due to patterns; the keywords in the recommended bar are the real deal. As if that was not enough, those who want to dig deeper can click the highest ranked video with their chosen keywords. Chances are, the title and the description will have even more clues about what needs to be accomplished. Typically, the description and titles are short and sweet, which is exactly what company owners need to find the necessary keywords.
While the YouTube algorithm is nothing like the Google algorithm, the fact of the matter is that they are still relevant keywords that people used to search for what they wanted.
How technical SEO can help
As stated above, the use of a quality SEO company can provide plenty of positive results — especially if the focus is on technical SEO. The use of technical SEO is all about making changes to the infrastructure that is designed to help the algorithm index the website. They are subtle touches made to a site that can help a company rise to the top without overextending or taking big risks. While there are plenty of other methods to try elevating the digital marketing strategy to the next level, the use of technical SEO helps at a fundamental level.
Considering that featured snippets are something that Google tends to take from the top ten, making an effort to utilize technical SEO while being in the top ten ranked sites will make it quite likely for a site’s information to be used as a featured snippet.
Why content marketing matters
Last but certainly not least, any reputable SEO company will say that the reason why content marketing matters is that blogs and articles are built to answer just about any question regarding relevant products and services. A website that makes an effort to utilize content marketing and answer as many questions as possible in their articles and blogs will have a much easier time pushing ahead when it comes to acquiring a featured snippet. While some might think that the snippet is just a trend that will die off eventually, many people tend to trust the snippet over everything else. After all, the snippet is found above even the paid search results. It is typically an answer to an online user’s question in the search bar, which is why people trust the featured snippet over most other websites.
At the end of the day, is it worth making an effort to hopefully be used as a Google featured snippet for the relevant keywords? Considering all of the attention that the snippets get, it is no wonder why so many people work as hard as possible to be featured. While it might take some time and effort, it would not hurt to try, as even failure can be seen as a success if the company improves in the rankings.