Featured snippets are highly valuable positions on Google’s search results page. They can elevate your site to the top, even if it ranks lower on the first page. WSI-Web Optimized Solutions, the leading digital marketing agency in Arizona, has perfected the technique of optimizing for these snippets. Over the years, their team has developed a framework that consistently places website content in these sought-after positions.

Here’s a simple guide to help you optimize your content for featured snippets.

What is a Featured Snippet?

A featured snippet is a brief summary that appears at the top of Google’s search results. It directly answers a user’s query. Featured snippets can increase traffic to your site. Here are the strategies we use to secure these positions.

Steps to Optimize for Featured Snippets

1. Add a “What is” Heading
Start by adding a “What is [keyword]” heading in your content. This signals to Google that your text is relevant for a snippet. Place this heading near the top of your page, ideally below the introduction. This method has proven successful many times. It clearly tells Google what text to pull for the snippet.

2. Use an “Is” Sentence Structure
Use an “is” statement in your content. Start with “[Keyword] is…” This structure makes it easy for Google to identify relevant text. For example, “Customer relationship management (CRM) is a software that automates customer interactions.” Expert analysis shows that “is” statements often trigger featured snippets.

3. Define the Topic Fully in 2-3 Sentences
Featured snippets should quickly provide users with information. Your content must define the topic clearly in two to three sentences. The first sentence should define the topic. The next sentences should describe two to three key facts about it. Avoid unnecessary words. Be concise and clear.

4. Match the Featured Snippet Format
Google uses different types of featured snippets: paragraphs, lists, and tables.  Align your content with the format you observe on the search results page. If the search results display a paragraph, craft a similar paragraph. If the results are in the form of a list, create a bulleted or numbered list in your content.

5. Avoid Using Brand Names
Don’t use brand names in your snippet text. Featured snippets fuel voice search. Brand names can confuse users when read aloud by voice assistants. For instance, instead of “Avocados from Wegmans have many health benefits,” use “Avocados have many health benefits.”

6. Avoid First-Person Language
Similarly, avoid first-person language. It can confuse users during voice searches. Instead of “Our avocados have many health benefits,” use “Avocados have many health benefits.” This keeps the information general and more useful to a broader audience.

7. Scale Featured Snippets When Possible
Sometimes, Google pulls snippet text from heading tags. Use this to your advantage. Adjust your HTML to use H2 or H3 tags where relevant. This can signal Google to pull text from these headings. Review competitors’ snippets to see where Google is pulling text from. Adjust your content’s HTML accordingly.

8. Prioritize High-Ranking Opportunities
Focus on keywords where your site ranks in the top five. Higher-ranking sites have a better chance of securing featured snippets. Studies show that the first position has a 30.9% chance of getting the snippet. Positions two and three have 23.5% and 15.9% chances, respectively.

9. Iterate Your Optimizations
Don’t give up if your content doesn’t get the snippet immediately. Iterate your optimizations. Try refining your text, making it more concise, or highlighting different facts. Sometimes, minor adjustments can make a big difference. Keep tweaking until you achieve the desired result.

Featured Snippets and Voice Search

Remember, featured snippets are crucial for voice search. Google reads snippets aloud when users make voice queries. Make sure your snippets sound good when read aloud. Ask yourself, “How would this sound in a voice search?” This ensures your snippets are clear and useful in all contexts.

Types of Featured Snippets

1. Paragraphs
The most common type, pulled from a <p> HTML element.

2. Lists
Bulleted or numbered, pulled from <ol> or <ul> elements.

3. Tables
Least common, pulled from a <table> HTML element.

Understanding these types helps you structure your content effectively. Match your content format to the snippet type you aim to secure.

Conclusion

Optimizing for featured snippets can significantly boost your site’s visibility. Follow these simple rules: use “is” statements, define topics concisely, match snippet formats, and avoid brand names and first-person language. Prioritize high-ranking opportunities and iterate your optimizations. You can improve your chances of securing featured snippets and driving more traffic to your site by following these guidelines.

Start optimizing your content for featured snippets today! If you need help, contact our team of SEO experts in Phoenix for personalized advice and strategies.