There has been some debate over recent years as to whether or not being listed in the featured snippets is actually a good thing. Some marketers claim that most people get the information they need from a featured snippet and then don’t bother clicking on the link. Is this true? Are they as bad for business as some people claim? Or is the featured snippet something to strive for? Let’s find out!
What is a featured snippet?
The ‘Featured Snippet’, introduced back in 2014 by Google, are highlighted excerpts / text boxes that appear at the very top position of a SERP (aka position #0).
These snippets provide users with a quick and concise answer to their search query and tend to be more prevalent with informational searches in Google.
Are featured snippets bad for business or something to strive for?
Again, some people suggest that being in the featured snippets means less traffic because people get the info they need and leave without clicking on the link and heading to your website.
The reality is, featured snippets attract 35.1% of the clicks on a SERP. Even if some people read the snippet, get the info they need and leave, 35.1% of the users will head to your website over all of the other listings on page 1 – with 24% overlooking it because they assume it is an advert.
All in all, the pros outweigh the cons. Here’s a quick look at the benefits below:
- You receive higher organic traffic in the featured snippet.
- The featured snippet is eye-catching and receives a lot of clicks.
- Your brand voice has a certain topical authority when you are sitting in the featured snippets. It demonstrates that Google values your opinion above all others on the matter.
- There are rumours that Google will now pull information for their featured snippets from as far back at page two. This means, even if you aren’t ranking on page one just yet organically, you can still feature on the first page if you optimise your content to be ‘featured snippet-worthy’.
How do you get into the featured snippets?
The process is relatively simple:
- Produce high-value ‘What Is?’ content.
- Use clear headers (with your focus keyword).
- Answer the most frequently asked questions.
- Stick to within a 50 – 60-character word count for each answer.
- Be clear and concise – no keyword stuffing!
- Answer it better than everyone else.
- Optimise your website for SEO.
Conclusion: Featured Snippets are something to aim for!
Yes, some people may type in a search query, find your answer to be sufficient, and then move on. However, a large percentage of the traffic for that specific keyword will indeed click on your featured snippet and head to your website.
The fact is, getting into the featured snippet can benefit your business in a number of ways and it is almost certainly something to aim for!
If you are struggling to find time to dedicate to your online marketing but want the best results, we recommend hiring professionals. These SEO experts on the Gold Coast can help you get into the featured snippets with high-value content bound for optimal results.
Either way, we hope this article has cleared things up and you now have a better understanding of what the featured snippets are and why they’re important.