Organic search engine optimization is all about making your website appealing to search engines – and snagging new visitors in the process. With the thousands (millions?) of SEO recommendations floating across the internet, it can be tricky pinning down exactly what’s going to make a difference. That’s just one reason why it always pays off to just pay attention to what’s currently working – and do your best to imitate the approach.
Google has us all in its thrall – but we’re not entirely powerless. There are definitive steps website owners can take to stand out among the pack. And featured snippets are probably the coolest payoff for properly-optimized, high quality website content.
A featured snippet is the block of text above the list of regular search results that displays a relevant excerpt from the linked page. This is technically a search result, but it takes precedence over everything else on page 1 for a few reasons. One, it actually delivers a block of information, rather than linking the searcher to the website itself. And two, it’s the first thing you see on that page of results (with the exception of ads, which are always going to rise to the top because they’re a moneymaker for Google and other search engines).
Here’s an example of a featured snippet that answers the searcher’s question about tooth decay:
There’s more than just a single featured snippet, here – the list of related questions all open out to show additional featured snippets, with blurbs from sites above linked URLs.
Then, there’s the first of the standard search results – a link to a private practice’s site that has an informative and easy-to-read piece on common causes of tooth decay.
Featured snippets are Google’s way of getting searchers the information they’re looking for as quickly and easily as possible. As the behemoth continues making choices that enforce their commitment to a higher quality internet, we can expect additional user-oriented results that prioritize searcher intent.
Take a look at your website and consider whether there’s room to work on the following:
Don’t get overwhelmed – get active. If you’re looking for professional help, submit your website for a free evaluation and we’ll help you decide on next steps.