The goal of search engine optimization is to help your business reach page one of search results. This first page is everything, capturing more than 99% of clicks.
The higher you rank, the more traffic your website gets. If you can reach the top three search results, seven out of 10 users click on your link.
What if we told you that there’s a shortcut to the top — no paid advertising required? It’s worth discovering the benefits of featured snippets for your business.
What Is a Featured Snippet?
Google uses featured snippets to provide a direct answer to a searcher’s query. These short answers often appear as a portion of text, a paragraph (like this one), or a list. For example, if a user types, “best building materials,” the featured snippet may display a list of benefits.
What Are the Benefits of Featured Snippets for Your Business?
Google doesn’t create featured snippets out of thin air. It pulls existing information directly from a website, along with a large blue link to the chosen site. If you get the golden ticket, your search rankings benefit immensely.
1. Gives You Position Zero in Search Results
Featured snippets always appear at the top of the page, directly under the search bar. This area is “position zero,” and it’s prime real estate for SEO. It’s literally the first thing users see in search results.
On mobile devices, a snippet can take up half the screen, grabbing attention immediately. Building your content so Google selects it takes effort, but the investment is 1,000% worth it.
2. Highlights Your Industry Authority
Several benefits of featured snippets relate to the way potential customers view your company. When you show up at the top of the page, searchers view you as an industry authority with experience. Also, because Google pulls from high-quality information for snippets, readers get to “taste” how amazing your content is.
A good reputation is worth its weight in gold online (and offline). Both business clients and consumers make purchasing decisions based on it. When users trust your brand, you’ve already won half the battle even before they reach your website.
3. Boosts Your Brand Reputation for Free
There are two main ways to skip organic links and get to the head of the line with search results. The first is pay-per-click advertising — sponsored links.
The average cost per click with PPC varies by industry but is often between $4.50 and $6.50. Don’t get us wrong: Paid search campaigns produce incredible results, but they require investing hundreds or thousands of dollars a month.
How much do the benefits of featured snippets cost you? Absolutely nothing outside of your normal content marketing and SEO costs.
4. Increases Your Clicks and Website Traffic
Over one-third of all clicks go to featured snippets when there’s one on the page. More clicks equal more traffic and a higher volume of sales.
Basically, Google is telling users, “If you want the best answer to your question, check out this page.” From the get-go, you have a major advantage over all the other search results.
5. Improves Your Qualified Leads
A curious benefit of snippets is that they tend to weed out low-quality leads and help you connect better with your target audience. Users who are only looking for a quick answer find what they need without clicking; the people who visit your website are interested in taking the next step. You end up getting solid leads with significant purchase intent.
Who Benefits From Featured Snippets?
Any company that uses organic SEO can benefit from featured snippets, such as:
- Doctors, dentists, chiropractors, and other health/wellness businesses
- Home remodeling businesses and commercial contractors
- Law firms
- Online retailers
- Plumbers, electricians and other service businesses
You may think that only the biggest fish in the pond can fight for coveted position zero, but that’s not the case. Google doesn’t necessarily choose from the top-ranking organic search positions when selecting featured snippets.
Small businesses can compete effectively with large companies. Even if you don’t have a huge marketing budget, you can win a featured snippet by creating high-quality content.
How Do You Create Content for Featured Snippets?
When choosing a featured snippet, Google Search wants the best answer for a user’s search intent. It’s not looking for a whole breakfast combo. It just needs a tasty shot of espresso. How do you design content that packs a flavorful punch?
Look for Keywords That Already Have Featured Snippets
Your first step is to find available opportunities for featured snippets. Not all search terms have them. There are several ways to locate keywords with snippets:
- Check your target keywords manually
- Use Ahrefs to filter for organic keywords with a Featured Snippet
- Look at the “People also ask” section of Google search results
It makes sense to check for featured snippets any time you do keyword research for SEO.
Create Helpful Content That Naturally Answers Your Audience’s Questions
Take advantage of the benefits of featured snippets when planning blogs, buying guides, and other high-value website content. Think about the questions or problems your customers have, do research, and offer clear answers. Keep paragraphs short and direct — about 60 words maximum.
Include Lists and Bullet Points
Not all featured snippets are paragraphs. Google also features numbered lists, bullet points, and videos. These elements make your content more attractive to users and easier to remember.
Use H2 and H3 Headings
When summarizing content for featured snippets with tips or instructions, Google Search often looks at H2 or H3 headings. Good content should follow a clear outline anyway, naturally leading readers from point A to point B.
Make Your Content Easy To Read
You don’t need complex language to impress readers. In fact, people are more likely to see your business as an expert if you can explain difficult topics in everyday language. Write with your target audience in mind.
Why Choose Our Team for Website Optimization?
At Digital Neighbor, we’re experts in website optimization. You can trust us to put together a complete package of powerful SEO solutions, including high-quality content for featured snippets. Discover the benefits of featured snippets for your business by scheduling an appointment with our friendly team.