Google Snippets and Why They Matter

While browsing the internet, you’ve certainly noticed that Google offers snippets pulled from sites to answer your questions quickly.

These snippets are featured before the link to the site, which is completely different from Google’s traditional format. Getting a featured snippet can get your site even more visibility than usual. Some pages can even get a featured snippet and appear in the “People also ask’ section, which tracks inputs in the search console.

These Google features are essential to a site’s visibility and, paired with good SEO, they can do wonders for traffic. However, getting more visibility to a page isn’t enough, and many companies now turn to Creative Operations to improve sales and connect with their potential audience.

How Google Creates Snippets

Google’s automated system will create these snippets using web search listings and determine whether or not it’s a good page to feature. This means that content falling under prohibited categories won’t get featured by Google. Keywords matter, but the overall subject does too. Snippets have specific guidelines, so Google won’t feature contradicting consensus on public interest topics.

You Can Get a Featured Snippet

Many SEO experts refer to snippets as position zero. Your page is placed above all results and will naturally generate more clicks. It’s possible to get featured snippets if the content is well-written.

The Importance of Keywords

Since a snippet is displayed because of the user’s search terms, it’s important to find the right keywords that fit your subject. The best keywords have low difficulty and high audience relevance. Low difficulty means that established brands don’t already overuse the keyword, so it will usually mean looking for a new search term that’s trending. The metrics constantly change, so it’s important to keep up with these changes. However, if the keyword isn’t competitive, you should ask yourself if it’s relevant to your content and why the competition isn’t using it.

Build the Content To Fit the Snippet Format

The snippet format is very specific: it uses an H2 (Heading 2), which is often in the form of a question. Then, the text below answers the question most straightforwardly while incorporating the keyword and its variation in the most natural way possible. It also addresses what you’d find in the “People Ask” section, so the content must answer related search terms.

Building Authority

The snippets also tend to feature content from sites with authority on the subject matter. The site needs to be established with consistency, which means creating content in the long term. It needs to be comprehensive, engaging, user-focused, and provide valuable information.

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