Google fiercely protects how their algorithms work and it can take a lot of trial-and-error to figure out the best practices for ranking content. At idig Marketing, we’re constantly testing different practices and always adjusting our process to increase our clients’ online reach and ultimately drive more leads and conversions. Recently, we’ve been experimenting ranking for Google’s Featured Snippet and have had striking results with our clients.
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What is a Featured Snippet?
When a user searches a question, there’s a high probability that Google will return a Featured Snippet—an answer to the question that’s pulled from a website that Google selects as the most relevant, which includes summary information, a picture and the site URL. Since this is the first result for the question, having a page that ranks as a Featured Snippet can significantly increase traffic to that specific webpage. |
| In our tests, we found that clients who had content featured on Google’s Snippets significantly increased traffic to their sites.
Featured Snippet content consistently ranks as the most visited page for our clients—month after month and year after year. We also notice that there’s a decreased bounce rate for this type of content as people tend to stay on the site longer when they come in from a Featured Snippet link. We have seen a direct increase in conversions based on the fact that content was featured as the first result on Google. |
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There’s no way to force Google to use your content in its Featured Snippet, but there are some best practices to follow to increase your chances of ranking. First and foremost you need to create quality content. Google rewards sites that have relevant, truthful and well-written information on their site. Second, you’ll want to format content so that the title is a question and the answer uses bullet points. Third, make sure that you are using a featured picture in your post as it seems to increase the likelihood of ranking.
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idig Marketing is a full-service digital strategy and development firm that generates meaningful website traffic and drives high value leads to your organization. By optimizing organic content with paid advertising, our custom methodology is adapted to meet your requirements and exceed your objectives.
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