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The Power of "Is": A Featured Snippet Case Study

This may be of some interest.

Posted by EricSerdar

I’m not a literary scholar, but I believe it was Hamlet that said “to have a featured snippet or not to have a featured snippet?” Ever since featured snippets came onto the scene, sites have been trying to secure them.

My team and I wanted in on this craze. Throughout our journey of research, testing, failure, and success, we found some interesting pieces of information that we wanted to share with the community. I’ll walk you through what we did and show you some of our results (though can’t share traffic numbers).

It was Britney Muller’s webinar on Feature Snippet Essentials and the release of the featured snippets cheat sheet that inspired me to capture what we’ve learned.

What are featured snippets?

A featured snippet is the box that appears at the top of the search result page that provides information to succinctly and accurately answer your query and cites a website.

Why are featured snippets important?

A featured snippet is important because it represents an additional SERP feature that you can secure. Usually located at the very top of the results page, featured snippets offer you greater visibility to searchers and can boost brand recognition.

Our featured snippet plan of attack

  1. Research, research, and more research on how to pull this off
  2. Identify keywords we wanted to target
  3. Change how we structured our on-page content
  4. Measure, test, and repeat the process

1. Research, research, and more research

We spent a great deal of time researching featured snippets. We looked at different ways to find featured snippet opportunities and researched how to optimize our content for them. We also went and saw Kellie Gibson speak on featured snippets volatility.

Did we implement everything from what we learned during this discovery phase into our featured snippet strategy? No. Are we perfect at it now after a year and a half of practicing this? No, no, no. We are getting better at it, though.

2. Identify keywords we wanted to target

We originally started out focusing on big “head” keywords. These represented terms that had indeterminate searcher intent. The first head term that we focused on was HRIS. It stands for Human Resources Information System — sexy, right?

Note: Looking back on this, I wish we had focused on longer tail keywords when testing out this strategy. It’s possible we could have refined our process faster focusing on long tail keywords instead of the large head terms.

3. Change how we structure our on-page content

We worked closely with our writing team to update how we lay out content on our blog. We changed how we used H2s, H3s (we actually used them now!), lists, and so on to help make our content easier to read for both users and robots.

In most of the content where we’re trying to rank for a featured snippet, we have an H2 in the form of a question. Immediately after the H2, we try and answer that question. We’ve found this to be highly successful (see pictures later on in the post). I wish I could say that we learned this tactic on our first try, but it took several months before this dawned on us.

4. Measure, test, and repeat

The first blog post that we tried this out on was our “What is an HRIS” article. Overall, this post was a success, it ranked for the head term that we were going for (HRIS), but we didn’t win a featured snippet. We deemed it a slight failure and went back to work.

This is where the fun started.

Featured snippet successes

We discovered a featured snippet trigger that we could capitalize on — mainly by accident. What was it?

Is.

Really. That was it. Just by adding that to some of our content, we started to pick up featured snippets. We started to do it more and more, and we were winning more and more featured snippets! I believe it was this strategic HR example that clued us onto the “is” trigger.

So we kept it up.

Featured snippet won for "employee orientation"
Featured snippet won for "hr business partner"
Featured snippet won for "employee development plan"

What did we learn?

I want to preface this by saying that all of this is anecdotal evidence. We haven’t looked at several million URLs, run it through any fancy number-crunching, or had a statistician look at the data. These are just a few examples that we’ve noticed that, when repeated, have worked for us.

  1. Blog/HR glossary – We found that it was easier for us to gain featured snippets from our blog or our glossary pages. It seemed like no matter what optimizations that we made on the product page, we weren’t able to make it happen.
  2. Is – No, not the clown from the Stephen King novel. “Is” seemed to be the big trigger word for winning featured snippets. During our audit, we did find some examples of list featured snippets, but the majority were paragraphs and the trigger word was “is.”
  3. Definitions – We saw that definitions of the head term we were trying to go for was usually what got the definition. Our on-page copy would have the H2 with the keyword (e.g. What is Employee Orientation?) and then the paragraph copy would answer that question.
  4. Updating old posts – One surprising thing we learned is that when we went back to old posts and tried adding the “is” trigger word, we didn’t see a change — even if we added a good amount of new content to the page. We were only able to grab featured snippets with new content that we created. Also, when we updated large amounts of content on a few pages that had featured snippets, we lost them. We made sure to not touch the sections of the page that the snippet was pulling from, but we still lost the snippet (some have come back, but some are still gone).

Conclusion

A few final things to note:

  1. First, while these examples are anecdotal, I think that they show some practices that anyone wanting to capture featured snippets can do. 
  2. Second, this was process was over a 12–18 month period and we’re still evolving what we think is the best way for us and our content team. 
  3. Third, we had a lot of failures with this. I showed you one example, but we’ve had many (short-form content, long-form content, glossary terms, blog posts, etc.) that didn’t work. We just kept measuring, testing, and optimizing. 
  4. Lastly, I need to give a shout out to our writing team. We massively disrupted their process with this and they have been phenomenal to work with (effective interdepartmental relationships are crucial for any SEO project).

Let me know what’s worked for you or if you have any questions by leaving a comment down below.

Note: On January 23, 2020 Google announced that featured snippets would no longer be listed twice on the first page. For more information, you can check out this thread from Google Search Liaison. This may change how valuable featured snippets are to companies and the amount of clicks a listing gets. Before you start to panic, remember it will be important to watch and measure how this affects your site before doing anything drastic. If you do decide to go nuclear and to remove your featured snippets from the results, check out this documentation.

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How to Target Featured Snippet Opportunities — Best of Whiteboard Friday

This may be of some interest.

Posted by BritneyMuller

Once you’ve identified where the opportunity to nab a featured snippet lies, how do you go about targeting it? Part One of our “Featured Snippet Opportunities” series focused on how to discover places where you may be able to win a snippet, but today we’re focusing on how to actually make changes that’ll help you do that. 

Joining us at MozCon next week? This video is a great lead up to Britney’s talk: Featured Snippets: Essentials to Know & How to Target.

Give a warm, Mozzy welcome to Britney as she shares pro tips and examples of how we’ve been able to snag our own snippets using her methodology.

Target featured snippet opportunities

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Today, we are going over targeting featured snippets, Part 2 of our featured snippets series. Super excited to dive into this.

What’s a featured snippet?

For those of you that need a little brush-up, what’s a featured snippet? Let’s say you do a search for something like, “Are pigs smarter than dogs?” You’re going to see an answer box that says, “Pigs outperform three-year old human children on cognitive tests and are smarter than any domestic animal. Animal experts consider them more trainable than cats or dogs.” How cool is that? But you’ll likely see these answer boxes for all sorts of things. So something to sort of keep an eye on. How do you become a part of that featured snippet box? How do you target those opportunities?

Last time, we talked about finding keywords that you rank on page one for that also have a featured snippet. There are a couple ways to do that. We talk about it in the first video. Something I do want to mention, in doing some of that the last couple weeks, is that Ahrefs can help you discover your featured snippet opportunities. I had no idea that was possible. Really cool, go check them out. If you don’t have Ahrefs and maybe you have Moz or SEMrush, don’t worry, you can do the same sort of thing with a Vlookup.

So I know this looks a little crazy for those of you that aren’t familiar. Super easy. It basically allows you to combine two sets of data to show you where some of those opportunities are. So happy to link to some of those resources down below or make a follow-up video on how to do just that.

1. Identify

All right. So step one is identifying these opportunities. You want to find the keywords that you’re on page one for that also have this answer box. You want to weigh the competitive search volume against qualified traffic. Initially, you might want to just go after search volume. I highly suggest you sort of reconsider and evaluate where might the qualified traffic come from and start to go after those.

2. Understand

From there, you really just want to understand the intent, more so even beyond this table that I have suggested for you. To be totally honest, I’m doing all of this with you. It’s been a struggle, and it’s been fun, but sometimes this isn’t very helpful. Sometimes it is. But a lot of times I’m not even looking at some of this stuff when I’m comparing the current featured snippet page and the page that we currently rank on page one for. I’ll tell you what I mean in a second.

3. Target

So we have an example of how I’ve been able to already steal one. Hopefully, it helps you. How do you target your keywords that have the featured snippet?

  • Simplifying and cleaning up your pages does wonders. Google wants to provide a very simple, cohesive, quick answer for searchers and for voice searches. So definitely try to mold the content in a way that’s easy to consume.
  • Summaries do well. Whether they’re at the top of the page or at the bottom, they tend to do very, very well.
  • Competitive markup, if you see a current featured snippet that is marked up in a particular way, you can do so to be a little bit more competitive.
  • Provide unique info
  • Dig deeper, go that extra mile, provide something else. Provide that value.

How To Target Featured Snippet Examples

What are some examples? So these are just some examples that I personally have been running into and I’ve been working on cleaning up.

  • Roman numerals. I am trying to target a list result, and the page we currently rank on number one for has Roman numerals. Maybe it’s a big deal, maybe it’s not. I just changed them to numbers to see what’s going to happen. I’ll keep you posted.
  • Fix broken links. But I’m also just going through our page and cleaning it. We have a lot of older content. I’m fixing broken links. I have the Check My Links tool. It’s a Chrome add-on plugin that I just click and it tells me what’s a 404 or what I might need to update.
  • Fixing spelling errors or any grammatical errors that may have slipped through editors’ eyes. I use Grammarly. I have the free version. It works really well, super easy. I’ve even found some super old posts that have the double or triple spacing after a period. It drives me crazy, but cleaning some of that stuff up.
  • Deleting extra markup. You might see some additional breaks, not necessarily like that ampersand. But you know what I mean in WordPress where it’s that weird little thing for that break in the space, you can clean those out. Some extra, empty header markup, feel free to delete those. You’re just cleaning and simplifying and improving your page.

One interesting thing that I’ve come across recently was for the keyword “MozRank.” Our page is beautifully written, perfectly optimized. It has all the things in place to be that featured snippet, but it’s not. That is when I fell back and I started to rely on some of this data. I saw that the current featured snippet page has all these links.

So I started to look into what are some easy backlinks I might be able to grab for that page. I came across Quora that had a question about MozRank, and I noticed that — this is a side tip — you can suggest edits to Quora now, which is amazing. So I suggested a link to our Moz page, and within the notes I said, “Hello, so and so. I found this great resource on MozRank. It completely confirms your wonderful answer. Thank you so much, Britney.”

I don’t know if that’s going to work. I know it’s a nofollow. I hope it can send some qualified traffic. I’ll keep you posted on that. But kind of a fun tip to be aware of.

How we nabbed the “find backlinks” featured snippet

All right. How did I nab the featured snippet “find backlinks”? This surprised me, because I hardly changed much at all, and we were able to steal that featured snippet quite easily. We were currently in the fourth position, and this was the old post that was in the fourth position. These are the updates I made that are now in the featured snippet.

Clean up the title

So we go from the title “How to Find Your Competitor’s Backlinks Next Level” to “How to Find Backlinks.” I’m just simplifying, cleaning it up.

Clean up the H2s

The first H2, “How to Check the Backlinks of a Site.” Clean it up, “How to Find Backlinks?” That’s it. I don’t change step one. These are all in H3s. I leave them in the H3s. I’m just tweaking text a little bit here and there.

Simplify and clarify your explanations/remove redundancies

I changed “Enter your competitor’s domain URL” — it felt a little duplicate — to “Enter your competitor’s URL.” Let’s see. “Export results into CSV,” what kind of results? I changed that to “export backlink data into CSV.” “Compile CSV results from all competitors,” what kind of results? “Compile backlink CSV results from all competitors.”

So you can look through this. All I’m doing is simplifying and adding backlinks to clarify some of it, and we were able to nab that.

So hopefully that example helps. I’m going to continue to sort of drudge through a bunch of these with you. I look forward to any of your comments, any of your efforts down below in the comments. Definitely looking forward to Part 3 and to chatting with you all soon.

Thank you so much for joining me on this edition of Whiteboard Friday. I look forward to seeing you all soon. See you.

Video transcription by Speechpad.com


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Thank you for reading.