How to Optimize for Google's Featured Snippets to Build More Traffic - Part 2
- 4 years ago
Monitor questions people ask on Twitter
Another way to discover untapped opportunities is to monitor questions on Twitter. Its search supports the ? search operator that will filter results to those containing a question. Just make sure to put a space between your search term and ?.
I use Cyfe to monitor and archive Twitter results because it provides a minimal dashboard which I can use to monitor an unlimited number of Twitter searches.
Once you lack article ideas, simply log in to Cyfe to view the archive and then proceed to the above keyword research tools to expand on any idea.
I use spreadsheets to organize questions and keyword phrases I discover (see more on this below). Some of these questions may become a whole piece of content, while others will be subsections of broader articles:
I don’t try to analyze search volume to decide whether any of those questions deserve to be covered in a separate article or a subsection. (Based on the Ahrefs research and my own observations, there is no direct correlation between the popularity of the term and whether it will trigger a featured snippet).
Instead, I use my best judgement (based on my niche knowledge and research) as to how much I will be able to tell to answer each particular question. If it’s a lot, I’ll probably turn into a separate article and use keyword research to identify subsections of the future piece.
Optimizing for featured snippets
Start with on-page SEO
There is no magic button or special markup which will make sure your site gets featured. Of course, it's a good idea to start with non-specific SEO best practices, simply because being featured is only possible when you rank high for the query.
How about structured markup?
Many people would suggest using Schema.org (simply because it's been a "thing" to recommend adding schema for anything and everything) but the aforementioned Ahrefs study shows that there's no correlation between featured results and structured markup.
That being said, the best way to get featured is to provide a better answer. Here are a few actionable tips:
1. Aim at answering each question concisely
My own observation of answer boxes has led me to think that Google prefers to feature an answer which was given within one paragraph.
The study by AJ Ghergich cites that the average length of a paragraph snippet is 45 words (the maximum is 97 words), so let it be your guideline as to how long each answer should be in order to get featured:
This doesn't mean your articles need to be one paragraph long. On the contrary, these days Google seems to give preference to long-form content (also known as "cornerstone content," which is obviously a better way to describe it because it's not just about length) that's broken into logical subsections and features attention-grabbing images. Even if you don’t believe that cornerstone content receives any special treatment in SERPs, focusing on long articles will help you to cover more related questions within one piece
Another way to discover untapped opportunities is to monitor questions on Twitter. Its search supports the ? search operator that will filter results to those containing a question. Just make sure to put a space between your search term and ?.
I use Cyfe to monitor and archive Twitter results because it provides a minimal dashboard which I can use to monitor an unlimited number of Twitter searches.
Once you lack article ideas, simply log in to Cyfe to view the archive and then proceed to the above keyword research tools to expand on any idea.
I use spreadsheets to organize questions and keyword phrases I discover (see more on this below). Some of these questions may become a whole piece of content, while others will be subsections of broader articles:
I don’t try to analyze search volume to decide whether any of those questions deserve to be covered in a separate article or a subsection. (Based on the Ahrefs research and my own observations, there is no direct correlation between the popularity of the term and whether it will trigger a featured snippet).
Instead, I use my best judgement (based on my niche knowledge and research) as to how much I will be able to tell to answer each particular question. If it’s a lot, I’ll probably turn into a separate article and use keyword research to identify subsections of the future piece.
Optimizing for featured snippets
Start with on-page SEO
There is no magic button or special markup which will make sure your site gets featured. Of course, it's a good idea to start with non-specific SEO best practices, simply because being featured is only possible when you rank high for the query.
How about structured markup?
Many people would suggest using Schema.org (simply because it's been a "thing" to recommend adding schema for anything and everything) but the aforementioned Ahrefs study shows that there's no correlation between featured results and structured markup.
That being said, the best way to get featured is to provide a better answer. Here are a few actionable tips:
1. Aim at answering each question concisely
My own observation of answer boxes has led me to think that Google prefers to feature an answer which was given within one paragraph.
The study by AJ Ghergich cites that the average length of a paragraph snippet is 45 words (the maximum is 97 words), so let it be your guideline as to how long each answer should be in order to get featured:
This doesn't mean your articles need to be one paragraph long. On the contrary, these days Google seems to give preference to long-form content (also known as "cornerstone content," which is obviously a better way to describe it because it's not just about length) that's broken into logical subsections and features attention-grabbing images. Even if you don’t believe that cornerstone content receives any special treatment in SERPs, focusing on long articles will help you to cover more related questions within one piece