These days, search engine optimization (SEO) is vital to digital marketing. Sure, search engine marketing (SEM) and display advertising are still important, and social media marketing continues to rise, but the authority and clicks that come from the highest organic rank are hard to beat.
Some potential customers see the word ad in a green little box and skip your product, but a top organic rank instills trust and gets clicks. But, what if we told you there is an organic spot higher than #1? SEO can take you to the number one rank, but with a little luck and a lot of work, it can take you even higher—all the way to the Google Featured Snippet.
What Is the Featured Snippet?
The Featured Snippet, also known as the answer box, appears at the top of a search engine results page (SERP) and answers a specific query. The Featured Snippet takes content from one of the top organically ranked websites for that particular SERP and answers the search query in a succinct and relevant way.
SEO and the Featured Snippet
If your company is new to the SEO or digital marketing game, there is no sense in targeting this coveted spot immediately. The Featured Snippet occupies the top organic spot but it still comes in beneath sponsored ads. Remember, SEO is a marathon, not a sprint. Content generation, keyword integration, and precise metadata inch your name higher and higher up SERPs, and this long-term game comes first.
The Featured Snippet comes as an added bonus to sites with fantastic SEO. Think of it as a way for those sites already on the first SERP to beat out the #1 spot without drastically increasing their content output.
Obtaining Rank #0
Get Your Site to the First SERP.
Search engines pull content from already top ranking sites to create the Featured Snippet. A dedicated, well-crafted approach to SEO can, with time and patience, get your site to the coveted first SERP. Just to serve as a reminder: search engine optimization is the process of creating content relevant to your product, content relevant to your consumer’s questions, and content easily crawled and categorized by search engines.
Try to Understand Customers’ Needs and Answer Their Questions
This understanding is important to SEO in general and the Featured Snippet in particular. Google rewards relevant answers to consumers’ questions, pages that accurately describe products and services, and websites that generally portray their businesses with transparency.
Consider Those All-Important Question Words:
Who, What, When, Where, Why, and How. Think of defining your products and services in response to questions constructed with these words. Use detailed, accurate, and relevant information in an easy-to-read and succinct way.
If your law firm provides consultations for people considering bankruptcy, you could structure a section of your page to answer the question, “What is bankruptcy?” If your dental clinic offers dental bridges, consider structuring a paragraph of your page to answer the question, “How Do Dental Bridges Work?” Structuring questions and responses into your informational pages will make your website a better reference for search engines. This will improve your chances of reaching the featured snippet.
With a mix of luck, expertise, and a firm SEO foundation to build from, anyone can reach the Featured Snippet.
SEO with JumpSIX Marketing
Organic traffic stays on sites longer and views more pages than traffic from Google advertising, but beating out the competition organically takes more time. Proper SEO is a full-time job, and many businesses don’t have the time or the staff to substantially improve their organic rankings. JumpSIX Marketing offers specific SEO packages to clients looking to capitalize on organic traffic.
Some people think they only need one or the other: search engine optimization or search engine marketing. Or they believe that it makes no difference if one digital marketing company manages their Google advertising while another handles their organic content. JumpSIX Marketing offers both services, and our SEM team works with our SEO team because we believe digital advertising and search engine optimization make a formidable pair.
If you want more organic clicks or you want to consolidate your online marketing, contact JumpSIX Marketing today. We are a full-service digital marketing company, and we are here to get you results.