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One Google Tool That Can Energize Website Traffic

By Juan José Artero - Hits Book Group


Juan José Artero By Juan José Artero | CEO - Tue, 07/25/2023 - 14:00

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Surely, every time you do a search on Google you have noticed that, most of the time, a box appears with an image and prominent information that answers your question exactly. This is what is known as a "featured snippet."

Featured snippets are a way of presenting relevant information quickly and directly to the user, without the user having to click on any links. Instead of displaying a list of results, Google extracts the most "valuable" answer from a web page and presents it prominently in a box at the top of the search results.

They are also a very useful tool for Google users, since they allow them to obtain the information they need quickly and efficiently. But they are also a great opportunity for websites that want to increase their visibility in search results and drive more traffic to their site.

In this article, we're going to further explore what featured snippets are, how they work, and why they're important for SEO and digital marketing. Whether you're a website owner or just curious about the digital world, read on to find out everything you need to know about featured snippets and how to make the most of them.

Let's start with defining how exactly featured snippets work.

When you do a search on Google, the search algorithm analyzes thousands of web pages to find the best answer to your query. If it finds a featured answer on a web page, it extracts it and presents it in a box at the top of the search results, along with a link to the source page.

The main goal of featured snippets is to give people the information they are looking for as quickly and efficiently as possible. Instead of having to click on multiple links to find the answer they need, they can get the relevant information directly from the results page.

To answer this in greater depth and incidentally, answer the concern of many brands and companies, let's move on to the topic of how you can get your website to appear as a featured snippet in the search results.

The first thing is to provide clear and direct answers to the most frequently asked questions from your users. It is also important to use lists and tables to present information in a clear and organized way.

Using structured data on your page will increase your chances of appearing as a featured snippet in search results.

This is probably easier to understand if we approach it in steps:

First, start by identifying the most frequently asked questions from your audience.

Make a list of the most common questions you receive, and make sure your content answers each one  clearly and concisely.

Second, make sure your website has a clear form and structure. Use clear lists, tables, and subheadings to help users better understand your content.

Third, optimize your metadata! Metadata is additional information that is displayed in Google search results, such as the page title and description. It's important to optimize your metadata so it's clear, concise, and relevant to each person in your audience's search.

Fourth and last, but not least, your site must be 100% mobile-friendly. These days, most searches are done from smartphones, so it's important to make sure your website is compatible with smartphones so that Google will take this into account when presenting featured snippets in search results.

Now, let's get to know the relationship between SEO and a featured snippet.

Featured snippets and SEO are closely related. In fact, featured snippets are an important part of any website's SEO strategy.

Going back to a point we made earlier about content organization, let's note that structured data is also an important part of on-page SEO strategy. By using structured data, websites can help Google understand their content and present it more effectively to people.

Success Case

HealthyBite specializes in the manufacturing and sale of natural and nutritious energy bars. In a highly competitive market, the company was looking for an effective way to increase its online visibility and position its brand as a leader in healthy foods.

To achieve this, HealthyBite conducted extensive keyword research related to their industry and analyzed popular search queries. They then created high-quality, relevant content on their website, focusing on concisely and helpfully answering these questions.

Using SEO techniques and structuring its content in a clear and organized way, HealthyBite managed to get several of its responses selected as "featured snippets" in Google search results.

The impact of this strategy was impressive. By getting multiple featured snippets, HealthyBite experienced a significant increase in their website traffic and, most importantly, their energy bar sales.

Undoubtedly, featured snippets have become a tool that is evolving, not only in Google search results, but also on other platforms. However, as Google searches evolve, so do featured snippets. Google is constantly working to improve the quality of its search results, which means that the criteria to appear as a featured snippet is also changing.

As a website or brand owner, I would reiterate the importance of continuing to update and transform our SEO strategy to adapt to these changes and those to come. This includes creating high-quality, relevant content, using structured data, and optimizing content organization.

In the same way, and to close, I think it is important to reflect on how this tool reflects the behavior of a user in the modern world. We want everything now and we want it fast, we don't have time to ramble, we need answers as soon as possible. This is undoubtedly a curious but real characteristic of the current consumer.

Photo by:   Juan José Artero

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