CÁCH NÓI CHUYỆN CÓ DUYÊN FEATURED SNIPPET, THUMBNAIL, TOP STORIES, VIDEO

What Are Featured Snippets?

Featured snippets are a specific type of Google search result that displays the answer to eligible search queries in a box above the rest of the organic results. According lớn Google, another identifying factor is the nội dung in the snippet appears above sầu the website URL, whereas traditional organic results display the URL first.

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Here is an example of a featured snippet:

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As of October 2019, retìm kiếm showed that 23% of tìm kiếm queries produce a featured snippet.

History of Featured Snippet Updates

The January 20đôi mươi Featured Snippet Update and Deduplication

The featured snippet landscape changed in January 20đôi mươi. Before then, featured snippets were considered the holy grail of search engine optimization. In the SEO community, snippets were referred to lớn as “position 0,” and winning them not only meant your site would show up at the top of Google results, but also that your site could show up twice on page one if it ranked well already.

In January 20trăng tròn, Google rolled out an update that made it impossible for websites that appeared as the featured snippet to also appear on page one in regular organic tìm kiếm results.

Because of the way Google gathers information about rankings (average position) & impressions (how many times a page appears in search results), most of the metrics in Google Search Console won’t change with the deduplication update.

However, the absence of an organic listing means pages that win the snippet now take up less real estate on page one. In turn, this means they’ll probably get fewer clicks.

June 20trăng tròn Update: Auto-Scroll và Highlighted Text

In June 20đôi mươi, Google updated how featured snippets work again. In short, two things started happening when users clichồng on (some) snippets from search results that didn’t before:

The user is immediately “jumped” lớn the relevant text (the text Google displayed in SERPs)The relevant text is highlighted in yellow via a URL parameter automatically generated when the snippet URL is clicked

Google also stated that there is no markup needed lớn generate these two features; it happens automatically via Scroll to lớn Text Fragments.

Here is an example of how the update works. From search results, the snippet might look like this:

When clicked, users are automatically taken lớn the relevant text, which is highlighted, lượt thích this:

Why Are Featured Snippets Important for SEO in 2021?

Featured snippets are still vitally important for SEO in 2021 for several reasons.

Types of Featured Snippets with Examples

Featured snippets can be categorized inlớn five sầu types: paragraphs, lists, tables, videos, & interactive sầu carousels. Some people have identified accordion featured snippets as well, which function much lượt thích Google’s “People Also Ask” box; however, these are rarer.

1) Paragraph Featured Snippets

The most comtháng type of featured snippet is the paragraph. Typically, they are around 50 words long & may highlight or bold certain elements of the text directly related to your tìm kiếm query.

In the example below, the tìm kiếm “is coffee good for you?” produces a paragraph snippet from nytimes.com, in which the words “coffee” and “good” are bold.

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2) Lists

Lists can appear two ways as featured snippets: bulleted and numbered. Often, queries that lead with terms lượt thích “best” or “how to” result in các mục snippets. For “best” queries, lists are likely khổng lồ populate when the tìm kiếm intent implies the searcher is looking for multiple suggestions, such as “best hairstyles for long hair.”

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3) Tables

Tables are less common than lists và paragraphs; however, they are a powerful tool for relaying lots of data in a small space. In the example below, the tìm kiếm query “DUI penalties by state” brings up a table with a breakdown of how the penalties for drunk driving differ from state to lớn state. Because there is more information than fits in the featured snippet box, an additional link is provided for users lớn cliông xã through lớn the website page.

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4) Videos

This variety is less comtháng than lists và paragraphs as well, but ultimately useful for answering “how to” queries where users could more easily consume nội dung by watching a đoạn phim than reading an article.

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5) Interactive Carousels

One of Google’s most recent additions to the featured snippet family is interactive carousels. These search results provide an immediate answer (such as a paragraph or video), along with the option for users lớn clichồng through to lớn other, related featured snippets with more specific information.

In the example below, users can navigate the process for changing their name in California và sort the information by driver’s license, birth certificate, etc.

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Interactive carousels typically appear combined with another type of snippet, such as a paragraph or đoạn phim with a carousel underneath.

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What Isn’t a Featured Snippet

Featured snippets are a specific type of tìm kiếm result, but it’s easy lớn confuse them with other features on Google. Here are a few items that could be easily confused with featured snippets:

Knowledge Panels

The knowledge panel appears for searches about certain entities (people, places or things). Information within the panel is sourced from many places across the mạng internet and is automatically generated. Individuals and brands that have sầu claimed their knowledge panels, for instance, can also suggest edits khổng lồ it (although Google does not allow them to edit the information directly without approval).

Unlike featured snippets, knowledge panels bởi vì not typically link khổng lồ a single URL as their source. Instead, clickable elements most often - if not always - take searches to lớn another, related tìm kiếm result page.

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Answer Boxes

Answer boxes appear at the top of tìm kiếm results, just like featured snippets. They look like this:

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Several indicators help us differentiate between answer boxes & featured snippets. To begin with, Google provides attribution for answer boxes differently than featured snippets. In the example above, you can see the definition of the word “ostensibly” is attributed to Oxford.

In some cases, information isn’t attributed clearly - if at all. Here, we see Wikipedia & Quora.com both discreetly mentioned as sources for the search results “How fast does a cheetah run” - but it’s unclear as lớn which pieces of information are actually attributed to lớn which source.

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Another interesting indicator is whether or not Google auto-populates the answer lớn your query before you actually search for it. Often, answer box queries offer a dropdown with Google’s chosen answer before you finish typing.

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This information is presented differently than the autofill feature, which attempts khổng lồ guess your query before you’re done typing it based on similar queries from other searchers.

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People Also Ask

The “People also ask” box is another comtháng SERPhường. feature that’s easy to confuse with Featured Snippets. That said, “People also ask” is extremely easy to identify because it is always labeled as such, lượt thích this:

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Additionally, it’s not unusual for “People also ask” and a featured snippet to appear for the same result, making it easier to differentiate between the two. When in doubt, simply check the verbiage at the bottom of the SERP.. feature. If it says “about Featured Snippets,” you’re looking at a featured snippet. If it only says, “feedbachồng,” you’re probably looking at a different SERP. feature.

How lớn find Featured Snippet Opportunities

Featured snippets appear at the top of search results, which means they’re an excellent opportunity lớn get more visibility for your website. Because of this, winning position one is also very competitive sầu - but that doesn’t mean you don’t have a shot at claiming the snippet throne. Here’s how you can increase your chances of winning the snippet:

Identify queries for which you already rank

Getting on page one is half the battle. Typically, featured snippets are pulled from results on page one (& then de-duplicated once they become the snippet). This means you stvà a better chance of earning position one if you already rank on page one for a given search term.

Using SEMRush to lớn Find Featured Snippet Opportunities

Ahrefs and SEMRush both offer great tools to lớn help you uncover snippet opportunities. Enter your domain name into lớn SEMrush & navigate to the “Organic Results” report. Then, clichồng on “Positions.”

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From there, sort the results by Featured Snippets by clicking on the small crown inhỏ in the Search Features column. What you’ll get is a list of search queries for which your site generates impressions (and might rank!) that also have a featured snippet. This report will also tell you if your website is showing up as the snippet result.

Look for queries that already have sầu a snippet, that your site is ranking for, and that have sầu enough search volume lớn make them worth targeting.

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Using Ahrefs to Find Featured Snippet Opportunities

Ahrefs is another great tool for finding featured snippet opportunities & provides data similar to lớn SEMRush. No tool is perfect, which means you’ll probably uncover more opportunities by utilizing multiple resources.

Input your tên miền in Ahrefs, then navigate khổng lồ the Organic Search > Organic Keywords report. From there, filter results by SERPhường Features that include featured snippets, then sort the remaining queries by position. What you’ll get is a các mục of queries that generate a snippet, sorted by the terms for which your site already ranks pretty well.

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Do your (keyword) research

Search volume will inkhung your featured snippet targeting - but that doesn’t mean you should always go after terms with the highest number of monthly searches. Depending on the type of website you’re optimizing, it might make more sense to go after terms that are a little less competitive sầu.

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Small- or medium-sized businesses, for instance, may want lớn start by targeting snippets that have sầu a lower search volume but a local intent.

On the other h&, if your site already has national reach, going after terms that are generating the most interest may be the smarter play.

What if I don’t have sầu any featured snippet opportunities?

If your site doesn’t rank well enough for any snippet-worthy terms, focus on improving your website content và getting on page one. There are a few ways lớn vày this, but two of the simplest are:

Create new contentUpdate existing content

Whether you’re building out new pages or improving what’s already on your site, your goal should be to lớn give searchers what they’re looking for & generate nội dung for users, not algorithms. Coming up with SEO nội dung ideas in 2021 is much simpler when you focus on building out your site for users instead of just Google.

Also, keep in mind that Featured Snippets aren’t just for sites with a national or international reach; small businesses can target snippets, too! If your site hasn’t built up enough traction lớn gain any page-one rankings for “snippeted” tìm kiếm results, focus on finding terms that produce results quality khổng lồ your location or terms related lớn a niche service or sản phẩm you provide.

Even if these types of queries don’t get the same volume as other, more competitive sầu searches, you stvà a better chance of earning position one if the results are less saturated with content addressing those users’ needs.

On-Page Optimization Best Practices for Featured Snippets in 2021

At the kết thúc of the day, best practices for featured snippet optimization are essentially the same as any other SEO project: Give sầu users what they need in the most accurate và informative way possible. That said, there are a few things you can vì khổng lồ better optimize your content for position one in 2021.

1) Use Images (unless you want someone else to lớn claim the thumbnail).

Many featured snippets are accompanied by an image thumbnail; however, Google doesn’t always decide khổng lồ use the image from the source page for the snippet. This means you’ll want to provide a relevant image & optimize it accordingly. Make sure the image file name is relevant and the image itself is identifiable through its alt-text attributes.

2) Satisfy the tìm kiếm query within 50(ish) words.

Paragraph featured snippets tend khổng lồ include roughly 50 words of text. This means you’ll want to provide the information users need in less than 50 words. Technically, there is some flexibility on the length of featured snippets; however, 50 words is a good target.

3) Focus on the primary question throughout the page.

According to lớn Google, featured snippets are especially likely khổng lồ show up for question-based searches. When you’re optimizing a page for a given query, focus on answering the question or questions related lớn that topic throughout the entire page. Even if the query itself doesn’t end in a question mark, your nội dung should still answer the “question” behind it.

Consider the query, “best mèo food for kittens.” While this isn’t a question, grammatically speaking, the search intent is probably akin to “What is the best cát food for kittens?” In other words, there is still a question or query to lớn satisfy even if the search is not framed as a question.

4) Think lượt thích a journadanh mục và use the inverted pyramid

The inverted pyramid is a technique used by journalists that describes how an ideal news story should be structured. In short, articles should open with the most important - or most “newsworthy” information at the top; the first sentence should be the most interesting.

As the article progresses, the information should become less newsworthy until all of the information related khổng lồ the story is shared.

When optimizing a page (or section of a page) for a featured snippet, keep the inverted pyramid in mind. Start with the most important information in the first sentence, then include the second-most important information in the second sentence, and so on.

Provide the answer to the question first, then the context. Once complete, you should be able to lớn remove content from the bottom of the page / section and still find the answer khổng lồ the query because it was prioritized at the top of the page.

5) Answer semantically related questions, too.

Some pages rank for more than one featured snippet. If a page ranks for ten or more, it’s called a “featured snippet hub.” Often, these questions are semantically or topically related to lớn each other. When targeting even one featured snippet, provide information within the page that answers other questions that may be relevant khổng lồ users searching for your “target” query.

The “People also ask” box is a great place to find these types of questions.

6) Utilize headings khổng lồ target specific questions.

Updating your sub-headers to lớn directly ask the question your nội dung will answer is a simple way lớn help users và tìm kiếm engines understand what the page is about. The same goes for chất lượng sections of your page designed lớn answer specific questions. If updating your header to lớn an exact-match version of the question you want to target makes logical sense, vày it.

7) Format your nội dung for specific featured snippet types.

Different featured snippet types lkết thúc themselves lớn answering different types of queries. Lists, for instance, might be the best way lớn answer certain types of “how-to” searches. Some snippet types are suited to more information-heavy results, such as a table:

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Take this into consideration when optimizing your page for a featured snippet. If the query merits a danh mục, use bullets or a numbered menu to answer the question. If a paragraph will suffice, use that instead.

8) Provide value competitors don’t have sầu.

Make sure your content provides value competitors don’t, otherwise there’s no logical reason for Google lớn favor your result over other sites. If your goal is to lớn push another site out of the snippet và clayên it for yourself, you need to offer something other websites are not.

Obviously, there are many, many factors that contribute khổng lồ your website’s placement in SERPs, but providing value users can’t get from other sources is one way to make your page stand out from the crowd.

9) Don’t give sầu up if you don’t earn the snippet the first time!

Getting the featured snippet can be exciting - but don’t be discouraged if you optimize your site & don’t win. Keep trying. Featured snippets are notoriously volatile, so don’t be afraid to lớn keep refining your nội dung and trying new techniques. Just make sure you’re giving Google enough time to lớn view & re-index the page between edits.