When people first hear the word content, they automatically assume it to be written content. However, in the 2010s, especially in regards to content marketing in Dubai, the term encompasses more than just articles and blog posts. Online content can be anything ranging from the traditional text, audio and imagery, to the newest and one of the most popular—video. It comes as no surprise that the latter is so widely viewed seeing how YouTube is constantly ranked in the Top 5 of worldwide Alexa Rankings. But there is a new entry into the content world and that is: featured snippet.
What is a Featured Snippet?
Whenever you search for something on Google, featured snippets are shown. They can be found beneath paid ads and come prior to the remaining search results. They can be very attractive especially if attached with pictures. Advantages to marketers in terms of featured snippets vary but they are known to enhance traffic by 10% and click-through rates by 6%.
Variations of Featured Snippets
- Numbered and Bulleted Lists
But only knowing what featured snippets are is not enough for marketers. If they offer so many unique benefits to digital advertisers, then companies should be able to know how to utilize featured snippets to the fullest.
Tips to Optimize Content for Featured Snippets and Get More Traffic
- Video-based featured snippets: As mentioned at the first paragraph of the article, video content is becoming more and more popular nowadays, so it doesn’t come as a surprise that video-orientated featured snippets are being seen at a higher frequency as well. If you ask veteran content creators on YouTube what novice YouTube channels should do to rank higher on Google, the most common answer is to create tutorial (how-to) videos as they are searched and watched the most often on YouTube. An interesting bit about video-centered featured snippets is that instead of simply showcasing a screenshot of a popular how-to YouTube video in relation to the asker’s question on the search engine, Google pinpoints a certain period in the timeline of the video as a featured snippet. For example, if you search How to clean dust properly off a PlayStation 4, the video could be ten minutes long but Google optimizes the answer by suggesting a certain portion of the video to be watched in the form of a featured snippet. Tips on how to optimize video-based content in terms of featured snippets—one is to keep long-tail keywords in mind. Keywords form the backbone of Search Engine Optimization (SEO) which is a process which affects the online awareness of a website or webpage. Long-tail keywords are commonly triple to quadruple words which are very particular to the message that you are promoting. Thus, you can improve your video’s description by utilizing long-tail keywords in the text smartly. Remember that long-tail keywords offer an advantage to sellers of content which falls into the niche category. Secondly, content should be organized in a step-by-step process. Why? As you have seen in the example of the how-to video featured snippet, Google picks a certain portion of the video as a featured snippet. Therefore, by making the tutorial step-by-step (using headings to separate the different techniques involved in the tutorial), your video gains a higher chance of being showcased as a featured snippet in Google’s search results. Last but not the least, you should choose your own closed captions for your video instead of auto-generated ones. These allow you to organize keywords within the context, and also that automated captions often tend to misinterpret what you are speaking in the video.
- Table-based featured snippets: An intriguing factor about table-based featured snippets is that if the info is designed to be categorized within a table, then you don’t have to create table-based content, as Google will make a table out of your data and then depict it as a featured snippet. Nevertheless, to make it less burdensome in terms of reading for site visitors, it is recommended that you organize your data into tables. There is no surefire way for your content to be illustrated as table-based featured snippets but there are two guidelines you can follow—firstly, as mentioned earlier, organize your data into table form before Google does it, and secondly, make sure your heading, table and data, are relevant.
- List-based featured snippets: Remember that online lists are divided into two forms. A numbered list usually shows data in a specific order whereas a bulleted list usually doesn’t. What is the greatest advantage of list-centered featured snippets? Imagine that your list isn’t short enough to be entirely showcased as a featured snippet—which leads to most users clicking on the URL to view the complete list—and this in turn raises click-through rates. There are two ways to make the most out of list-based featured snippets. One is to incorporate the inquiry as a title. Second is to respond to the inquiry within forty to fifty words below the title.
- Paragraph-based featured snippets: 82% of featured snippets belong to this category making it the most common out of all of the featured snippet types. To respond to the asker’s inquiry promptly, Google utilizes text from the source material as a single paragraph answer. Even though the source material is commonly much longer than the featured snippet, a paragraph makes for a quick and easily readable response. Paragraph-centered featured snippets are ideal for these search types: comparison, who, what, where, and how. The optimization tips relating to list-based featured snippets can also be applied to the paragraph category.