The key to success for any business looking to generate a profit, attract customers and gain exposure through digital means is to establish an online presence. The doorway to online discovery is through internet search engines which ingeniously filter through billions of domains to bring the most relevant results to your screen. From a commercial perspective, you can put a financial value on visibility through innovative tracking software, analytic platforms and aggregators, determining how this attracts new customers to your shopfront.

The route to appearing favorably in any search engine is publishing quality content, conducting strong search engine optimization and the incoming promotion of content from external platforms. Climbing a step higher and aiming to win the prized first featured snippet position will require a combined effort consisting of creative man/womanpower, uncomplicated SEO skills and a strong reporting initiative.

Why Is ‘Position Zero’ a Coveted Spot?

The first featured snippet spot holds a prominent position in the search engine results pages (SERP), immediately catching the eye of the user. The purpose of the featured snippet is to display a bite-size slice of information about the search phrase or answering the question put forward by the user. By gaining the featured snippet spot, your credibility is elevated in the eyes of the search engine as the information on your site serves the needs of your target audience and showcases relevance.

As search engines handpick your site based on quality, usefulness and content value, the exposure of your site is likely to hike significantly. The featured snippet position, also known as position zero, is a coveted spot as it’s the first focal point on the page for the user. Due to the prominent location, the number of organic visitors is also likely to increase.

A study by Search Engine Land found that after earning the position of the featured snippet, the site in question reported a 516 per cent increase in sessions. Conversion also rocketed astoundingly from 2 per cent to 8 per cent. This tactic is not only a proven strategy to make your brand more memorable to a searching customer base, but also establishes clear returns through increased conversions, new customers entering the site and effective brand marketing. If you handpick your strongest pages and set out on a campaign to score featured snippet spots, this exercise could drive results and bolster organic traffic back to your business.

Google Playbook Updates

The trick to earning position zero is adaptability as Google is always refreshing guidelines, updating algorithms and modifying the search engine facility to suit the changing needs of users. Working to achieve a series of featured snippets is not a single exercise as it requires regular maintenance. Once you reach this spot, Google can easily replace your placement with a preferred domain with content which is more concise and relevant. If your content answers the question searched for by the user, it would naturally contain related keywords which are a prerequisite for any domain to be labelled strong.

Content Is King  

Comprehensive, high-quality and keyword-rich content is valued by Google as this is an indicator of a knowledgeable and credible domain. The first question you should ask is – does this bring value to the user? If the answer is yes, build upon this by producing a library of quality content, branding your site as the information hub for the topic addressed. By covering each topic under the main subject umbrella, users are likely to remain on your site, rather than switching to an alternative source as all the information is readily available.

In addition to quality content, inbound links can help elevate domain credibility as by other high-quality domains pointing to your site, this is recognized as a prime trust factor. It’s just an important to execute content outreach exercises and ensure that each component of your content is optimized for search engines.

For more on getting visibility in Google’s Featured Snippets, read this article: Google’s Featured Snippets: The Perfect Organic Traffic Builder for Small Businesses.

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