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What are Featured Snippets?

Types of Featured Snippets

Importance of Featured Snippets

How to Earn Featured Snippets

Featured Snippets Checklist

Session Takeaways & Resources

What will we Learn Today?

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What are Featured Snippets?

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Featured Snippets are all the Rage…

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Google Defines as….

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Google Defines as….

When a user asks a question in Google Search, we might show a

search result in a special featured snippet block at the top of the

search results page. This featured snippet block includes a

summary of the answer, extracted from a webpage, plus a link to

the page, the page title and URL

https://support.google.com/webmasters/answer/6229325?hl=en

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Where do Featured Snippets come from?

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Where do Featured Snippets come from?

The summary is a snippet extracted programmatically from a

webpage. When we recognize that a query asks a question, we

programmatically detect pages that answer the user's

question, and display a top result as a featured snippet in the

search results.

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What about Structured Data?

"We've discussed that with the

team a few times, that maybe

we should have a structured

data markup that people can

use to get featured snippets.

But the team is happier to

surface them organically.

They didn't want to bog down

webmasters with even more

structured data markup to add

to their pages."

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What about Structured Data?

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What about Structured Data?

Takeaway: Featured Snippets are 100% content-focused. No

special markup is needed to get them. You have the best answer,

you get the snippet. Period.

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Seriously, ANYONE can get a Snippet!

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Live Result vs. Knowledge Card

vs. Featured Snippet

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Live Result Example

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Live Result Example

Live Results: These are weather results, sports scores, or

anything that Google updates in real time from data providers

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Knowledge Card Example

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Knowledge Card Example

Knowledge Cards: These are knowledge answers, where Google

sources the response from a data source. In this case, Wikipedia.

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Featured Snippet “Answer Box” Example

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Featured Snippet “Answer Box” Example

Featured Snippets: These are the Google Answers. Short

answers sourced from on-page content. They present as a

featured snippet at the top of the search results.

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Together, these make up 50% of Google SERPs.

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Featured Snippets are NOT part of the Knowledge Graph

IMPORTANT: Featured Snippets are NOT part of the Knowledge

Graph at Google. This is a Normal Search Result emphasized via

Special Search Layout.

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What about “People Also Ask” Boxes (PAAs)?

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What about “People Also Ask Boxes” (PAAs)

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What about “People Also Ask” Boxes (PAAs)?

PAAs: Google’s Machine-Learning Algos in action. Auto-

generated related queries connected to the Featured Answer.

These are increasing Significantly in the SERPs!

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Types of Featured Snippets

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Three Different Types of Featured Snippets…

Paragraph-Style Snippet

List-Style Snippet Table-Style Snippet

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List-Style Snippets

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List-Style Snippets

List-Style: These appear for answers/queries that require

individual steps. You find them in how-to, education, news, tutorial

and recipe sites specifically.

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List-Style Snippets

Type of Questions that are Common:

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List-Style Snippets

List Answers are the 2nd-most Common Style. They show-up

in 10+% of all Featured Snippets – GetStat.com

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Table-Style Snippets

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Table-Style Snippets

Table-Style: These appear in more “robust” queries. You can’t

answer these directly or more than one piece of information is

required. Ranged data is very popular here.

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Table-Style Snippets

Type of Questions that are Common:

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Table-Style Snippets

Table Answers are the least Common Style. They show-up in

7+% of all Featured Snippets – GetStat.com

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Paragraph-Style Snippets

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Paragraph-Style Snippets

Paragraph-Style: The most common featured snippet. These are

usually direct, straight-forward “best” answers to definitional

queries. This is the “default” unless a table/list is found.

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Paragraph-Style Snippets

Type of Questions that are Common:

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Paragraph-Style Snippets

Paragraph Answers show-up in 82% of all Featured Snippets

– GetStat.com

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Ugh…BORING Casey! Why Should I Care?

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Importance of Featured Snippets

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Increased Brand Visibility

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Increased Brand Visibility

LifeHealthPro.com operates in the Annuity niche. The “average”

Keyword Difficulty score is 70%+. They are a MUCH smaller

Niche Competitor.

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Leapfrog Bigger Sites

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Leapfrog Bigger Sites

Featured Answers DO NOT CARE How Big or Small you are.

Google has already stated Domain Authority does not Exist. If you

have the best Page, you get the Snippet

– SMX West, 2017

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Optimize for Voice Search

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Optimize for Voice SearchSimply fire up Google

Assistant or use Google’s

search app to look for a

recipe on your phone, and

hit the ‘Send to Google

Home button’. Next, say

‘OK Google, start

cooking’, and the speaker

will do its thing.

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Optimize for Voice SearchSimply fire up Google

Assistant or use Google’s

search app to look for a

recipe on your phone, and

hit the ‘Send to Google

Home button’. Next, say

‘OK Google, start

cooking’, and the speaker

will do its thing.

Voice Search on Alexa, Siri, and Google NOW is huge! This is

the Future of Search. No typing into Google. Conversational

Search via Wireless Assistant!

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Saves $ on Google Adwords

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Saves $ on Google Adwords

LifeHealthPro.com Theoretically Saves $10+ Million a Year in

Google Adwords PPC Marketing Costs by being the current

Position Zero Recipient.

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Big Traffic Potential

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Big Traffic Potential

Spend With Pennies routinely outranks BIG sites like Food

Network, All Recipes, Betty Crocker and Martha Stewart! Their

Featured Snippet traffic numbers are in the Six-Figures!

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Featured Snippets are MIND-BLOWING!

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How to Earn Featured Snippets

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Reminder…

Featured Snippets are NOT influenced by Structured Data.

This is ALL Content and HTML Influenced.

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KISS Method – Keep It Simple Stupid

• Paragraph: make sure your answer

uses <p> tags.

• Bullet List: make sure your answer

uses <ul> tags.

• Numbered List: make sure your

answer uses <ol class=”list”> tags.

• Table: make sure your answer uses

<table> tags

• Dress-Up: copy your competitor’s

snippet structure & format.

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“Ask and Answer” Questions of your Content

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“Ask and Answer” Questions of your Content

Two ways to generate featured snippet (answer box) results:

Address the users’ queries first and foremost, then Optimize

the answer box in a user preferred format.

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How to Find User Queries? – Answer the Public

http://AnswerthePublic.com

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How to Find User Queries? – Answer the Public

• Enter your Root Keyword

• Click on “Data”

• Focus on Questions related to your

returned Query.

• Focus on the Who, What, When

Where, Are and How Prepositions.

• Optimize your Content for those Q’s.

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How to Find User Queries? – Google Search Console

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How to Find User Queries? – Google Search Console

Filter your Search Analytics by How, What, When, Where,

Why, Does, How, Are, & other Q/A queries. Find content that

Asks and Answers Questions. Then optimize accordingly!

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How to Find User Queries? – SEM Rush

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How to Find User Queries? – SEM Rush

SEM Rush allows you to “Track” more Featured Snippets

than any other Tool I’ve used. Use it to surface existing AND

new SNIPPETS you can reach-out and grab!

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How to Find User Queries? – Moz Keyword Explorer

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How to Find User Queries? – Moz Keyword Explorer

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How to Find User Queries? – Moz Keyword Explorer

Moz Keyword Explorer has a FANTASTIC Option to Identify

“Q&A Query Content” and then Sort that by Search Volume.

How-To Tutorial Here: http://bit.ly/kw-explorer-tutorial

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Need to Track Featured Snippets? – Moz Tools

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Need to Track Featured Snippets? – Moz Tools

Moz Tools has a good Visual Interface to Track Featured

Snippets easily. Use it to Surface Long-Tail KWs that you can

Optimize for More Snippets.

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Featured Snippet Optimization

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Google is looking for “Snipp-able” Content

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Google is looking for “Snipp-able” Content

The most common length of content in Featured Snippets is

between 40-50 words. Keep your Content Length short

enough to fit the Answer Box.

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Focus on “What” “How” & “When” Keywords

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Optimize your Images Correctly

• 250px by 160px seems to be ideal!

• Use your target keyword in file name.

• Correctly optimize your ALT and Title

Tag with your root keyword phrase.

• Focus on the content around the

image. Make sure it’s included on or

around the target snippet.

• Add an image either to the side or

directly after your table or list.

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Write your Direct Answer Correctly.

• Focus on User Intent. What are the TOP questions

that users are asking of your content. Answer

them.

• Start with a CONCISE Headline that is in Question

Format - “How High can a Coyote Jump?”.

• Make your answer clear, simple and direct. This is

the answer – nothing fancy.

• If this is a “list” make sure all bullet steps are clear

and unique. Don’t consolidate steps needlessly.

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Use the Correct HTML Markup (not Structured Data)

• Mark-up Titles with H1 tags – Subheadings with

H2 tags (especially Questions)

• Ordered & Unordered Lists – Use the <ol> tag for

numbered steps, the <ul> unordered tag for bullet

point lists.

• Use Paragraph Tags <p> especially with the first

sentence BEFORE any steps or a list.

• Use Table Tags <table> - if your answer uses

tables make sure to use the correct tag.

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Use the Correct HTML Markup (not Structured Data)

• Mark-up Titles with H1 tags – Subheadings with

H2 tags (especially Questions)

• Ordered & Unordered Lists – Use the <ol> tag for

numbered steps, the <ul> unordered tag for bullet

point lists.

• Use Paragraph Tags <p> especially with the first

sentence BEFORE any steps or a list.

• Use Table Tags <table> - if your answer uses

tables make sure to use the correct tag.

Pro Tip: Correct Ordering is Important. Headline <H1> or <H2>,

opening sentence, then your “list” or “table” ordering.

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Beware of Typos…

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Beware of Typos…

In this case using “chose” and not “choose” supposedly caused

the Featured Snippet to disappear. When fixed, it popped back

in. But again…could have been anything really.

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…or Google Updates the Algo

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…or Google Updates the Algo

There is A LOT of Volatility at Position Zero. Some days you are

there, the next day you are gone! This is done Algorithmically by

Google. Monitor your Snippets closely!

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Speaking of Volatility…

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Speaking of Volatility…

Google is now “testing” Different Content Sources for the Same

Featured Snippet. One links to a Recipe. One Links to Image

Search. For those with GREAT Photography, this could be an

Increased Benefit!

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This has not gone over well…

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Don’t like it? Google is Collecting Feedback.

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Don’t like it? Google is Collecting Feedback.

Again though, NOTHING ILLEGAL ABOUT THIS. Google can

source different Recipe Content for these Featured Snippets. And

that includes Content from Different Sites.

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Bottom Line…

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Want to Opt-Out of Featured Snippets?

You can opt out of featured snippets by

preventing snippets on your page using the

<meta name="googlebot" content="nosnippet">

tag on your page. This will remove all snippets on

your page, including those in regular search results.

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But if you did…Here’s what you should expect

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Featured Snippets Checklist

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8 Steps to Winning Position Zero: Checklist

Determine which Pages Qualify: is it on or close to Page One

and already ranking?

Are Questions being Returned: What are they, and is your

page optimized to answer them? (How do I, What is, etc.)

Research the Query Matches: are they in tables, lists, or

paragraph format?

If these are Tables or Lists use the Correct Markup: format

them with <ol> and <table> tags and make them pronounced.

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8 Steps to Winning Position Zero: Checklist

Optimize Pages with H1 and H2 tags to “breakup” Content:

Organize around a main concept and sub-headings for PAAs.

Focus on Technical SEO Considerations: Does the page load

fast, is it mobile-friendly, how about SSL?

Focus on UX and Engagement: Does the page answer the

query BETTER than existing content? Is it in the right format?

Update, Monitor and Resubmit: Use the Search Console Fetch

Tool to Submit to Google and monitor for Improvements.

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Featured Snippets Resources

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Must-Read Featured Snippet Resources

Google Featured Snippets: https://support.google.com/webmasters/answer/6229325

GetStat.com Whitepaper: https://getstat.com/blog/featured-snippets/

Stone Temple Snippet Study: https://www.stonetemple.com/featured-snippets-machine-driven-improvement/

HubSpot Snippet Study: https://blog.hubspot.com/marketing/how-to-featured-snippet-box

SEMRush Featured Snippet Study: https://www.semrush.com/blog/how-to-earn-your-featured-snippets/

Larry Kim Game of Featured Snippets: https://moz.com/blog/game-of-featured-snippets-how-to-rank-in-position-0

Dr. Pete Ranking at Position Zero: https://moz.com/blog/ranking-zero-seo-for-answers

The Power of Featured Snippets (Glenn Gabe): http://bit.ly/gabe-featured-snippets

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Questions?

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Questions?

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