Targeting Featured Snippets

Featured snippets are prime real estate in Google’s search results, often referred to as “Position Zero.” These are the concise answer boxes that appear below the AI Overview but at the very top of the search results, providing users with immediate, bite-sized information. Capturing a featured snippet can significantly boost your content's visibility, driving more traffic and establishing your client's authority on a topic. 

Understanding Featured Snippets: What Are They and Why Do They Matter?

Featured snippets typically appear in response to question-based queries and are designed to give users a quick, straightforward answer without requiring them to click through to a website. This might sound like a downside, but being featured in a snippet often leads to increased click-through rates and brand visibility because users view the featured source as an authority on the topic.

Brands and clients often target featured snippets to:

• Increase Organic Traffic: Snippets appear at the very top of search results, above all organic listings, making them a powerful tool for driving traffic.

• Enhance Brand Authority: Being featured in a snippet positions a brand as a leader in their industry or niche, which can build trust and credibility with potential customers.

• Improve Click-Through Rates (CTR): Even though snippets provide direct answers, they often encourage users to click through for more detailed information, especially if the content is engaging and valuable.

How Do Brands Target Featured Snippets?

Brands and their SEO teams typically target featured snippets by:

• Conducting Keyword Research: They focus on identifying long-tail keywords and question-based queries that are likely to trigger a snippet.

• Structuring Content Strategically: By formatting content with clear, concise answers, lists, and tables, they increase the chances of being selected for a snippet.

Though much of the research and planning that goes into content planning happens before the writer ever gets a project assignment or brief, it can help to know some of the thoughts that go into it, specifically when you're asked to target a featured snippet.

Here's a breakdown of tactics that can help (look for the 💡 identifying places where writers can contribute to the strategy!):

1. Identify Snippet Opportunities

• Keyword Research: Focus on long-tail keywords and question-based queries (e.g., "How to…", "What is…").

• Analyze Competitors: Look at the content that currently ranks in featured snippets for your target keywords. What format and structure do they use?

• 💡Search Intent: Understand the user's intent behind the query and tailor your content to meet that need.

2. Optimize Content Structure

• 💡Clear and Concise Answers: Google favors content that provides direct, clear answers within the first few sentences. Aim for 40-60 words for these summary sections.

• 💡Use Headers and Lists: Break down your content using H2/H3 headers, bullet points, or numbered lists. This format makes it easier for Google to extract relevant information.

• 💡Create a Q&A Format: Structure parts of your content in a question-and-answer format. This is particularly effective for "People Also Ask" boxes.

3. Leverage Schema Markup

• Add Structured Data: Implement schema markup (e.g., FAQ schema, HowTo schema) to help search engines better understand your content. While it doesn’t directly trigger a featured snippet, it improves the chances of your content being chosen.

4. Enhance On-Page SEO

• 💡Optimize Title and Meta Description: Craft a compelling and relevant title and meta description. Align these with the snippet's goal but also appeal to the reader.

• 💡Use Relevant Images: Images can appear in featured snippets, so include high-quality visuals with descriptive alt text.

5. Keep Content Fresh and Updated

• Regular Updates: Featured snippets often favor fresh content. Regularly update your posts with the latest information to stay competitive.

• Engage with Emerging Trends: Be quick to create content around trending topics or questions that are gaining search volume.

6. Analyze Performance and Adjust

• Monitor Rankings: Use tools like Google Search Console or Ahrefs to track your content's performance and snippet wins. Identify which strategies are working and refine them further.

• A/B Testing: Experiment with different content formats, structures, and lengths to see what performs best in capturing snippets.

By implementing these strategies, SEO teams can increase your chances of earning featured snippets, thereby enhancing your content's visibility and authority in search engines.

What Writers Can Do: Working With Briefs

When you're working within the constraints of a provided SEO brief and have limited control over elements like keywords, outline, and schema markup, you can still take specific actions at the content level to improve the chances of targeting featured snippets. 

Briefs often have a "FAQs/Rich Snippet Information to Include" section in the Writer Notes. (Some clients who make their own briefs may ask for this too, in their own way). So, you know they'd like you to target a featured snippet for that topic or question, but how exactly are you supposed to go about it? There's no way to guarantee your content will, in fact, capture that coveted Position Zero, but taking the right steps can give you (and the client) a better shot. 

Here's what you can do:

1. Optimize for Clarity and Directness

• Answer Questions Directly: When a section of your content addresses a question or a common query, make sure the answer is provided clearly and concisely within the first few sentences. Aim for a direct answer that can be easily lifted by Google into a snippet.

2. Use Structured Content

• Lists and Tables: Whenever possible, use bullet points, numbered lists, or tables to present information. These formats are frequently used in featured snippets.

• Paragraph Structure: For paragraphs, especially those answering specific questions, keep them short and focused. A 40-60 word paragraph that summarizes the key point can be very effective.

3. Align Content with Search Intent

• Understand the Query's Intent: Even though you’re given the keywords, think about what the searcher is looking to find when they enter those queries. Tailor your content to meet that intent precisely.

• Answer Multiple Related Questions: If your outline allows, consider answering related questions that users might have about the topic. This can increase the chances of capturing related snippet opportunities.

4. Use Engaging and Relevant Headers

• Keyword-Rich Headers: Use the headers provided in the outline — they are keyword-rich and relevant to the potential snippet. The header should be a natural question or statement that someone might search for.

• Make Headers Descriptive: Enhance the provided headers by ensuring they clearly describe the section content. This helps Google understand the context better.

5. Focus on Readability

• Use Simple Language: Write in a clear, concise, and easy-to-read style. Complex language can confuse readers and search engines, reducing the likelihood of your content being featured.

• Enhance Skimmability: Break up content with short paragraphs, subheadings, and bullet points. This not only helps readers but also makes it easier for search engines to extract relevant information.

6. Create Summary Blocks

• Summarize Key Points: At the end of sections or important paragraphs, include a brief summary or key takeaway. This can be useful for both readers and search engines.

• Highlight Important Information: Use bold or italics to emphasize key facts or statements. While this won’t directly influence the snippet selection, it helps make important information stand out.

7. Include a Conclusion or Quick Recap

• Wrap Up with a Summary: If possible, include a conclusion or a quick recap at the end of your content. This is another opportunity to summarize the most important information in a way that could be featured.

8. Optimize Content Length

• Brevity Where Needed: Keep sections likely to be featured as snippets concise. Avoid unnecessary fluff and focus on delivering value in a compact format.

By focusing on these content-level strategies, you can enhance the likelihood that your work will be selected for featured snippets, even when working within the constraints set by an SEO brief.

General Guidance, No Matter the Guidelines

No client would be mad about getting a featured snippet, even if they didn't specifically ask for them. What can you do to help without specific direction?

1. Review the Provided Keywords

When you're working with a general set of guidelines the client provided, you'll have at least a set of keywords and some other topical guidance. They've already done some research to identify valuable search terms. Your job is to build on that foundation:

• Analyze Top-Ranking Pages: Start by searching for your client’s keywords to see what content is currently ranking on the first page. Pay attention to how these pages are structured, the depth of information, and the format they use.

• Examine the Current Featured Snippet: If a featured snippet already exists for your target keyword, study it closely. How is the information presented? Is the snippet concise, accurate, and helpful? Consider whether you can create something more useful, concise, or better formatted.

  1. Example: If the current snippet answers the question “How many calories are in a pasta dish?” with a vague range, you could offer a more precise answer: “A standard serving of cooked pasta contains approximately 200-300 calories, depending on the type and portion size.”

     1. Can You Do Better? If the current snippet is weak or incomplete, you have a good opportunity to replace it. Focus on providing a clearer, more comprehensive, or better-structured answer.

     2. If It's Strong: If the snippet is already well-optimized, consider targeting a different aspect of the query or a related question where the competition is less intense.

• Explore ‘People Also Ask’ Questions: These questions often appear in search results and can give you ideas for related queries that might not yet have a featured snippet. Including answers to these questions in your content can position it for multiple snippets.

2. Structure Your Content for Snippet Optimization

The way you structure your content plays a critical role in whether it gets picked up as a featured snippet:

• Use Question-Based Headers: Leverage the keywords provided by your client to create question-based headers where appropriate. For example, if your keyword is "best diet pasta," you might use a header like "What is the best pasta for a diet?" and provide a direct, concise answer right underneath.

• Answer with Precision: After each question-based header, offer a clear and direct answer within the first 40-60 words. This brief response increases your chances of capturing the snippet.

  1. Example: Under a header like "What is the best pasta for a diet?" you might write: "Whole wheat pasta is generally the best option for a healthy diet due to its higher fiber content and lower glycemic index compared to refined pasta."

• Include Lists and Tables: Whenever relevant, incorporate bullet points, numbered lists, or tables. For instance, if comparing different types of pasta, a table could be highly effective. Lists and tables are commonly featured in snippets, especially for "best of" or comparison-type queries.

3. Focus on Readability and Skimmability

Making your content easy to read and skim is important for both readers and search engines:

• Use Simple Language: Write in a clear, concise, and easy-to-read style. Avoid complex language that might confuse readers or search engines, reducing the likelihood of your content being featured.

• Enhance Skimmability: Break up content with short paragraphs, subheadings, and bullet points. This not only helps readers but also makes it easier for search engines to extract relevant information for snippets.

4. Create Summary Blocks and Optimize Content Length

Including summary blocks and ensuring concise content can significantly improve snippet potential (but try not to end with "summary" or "takeaways" as a concluding header, unless you know the client you're writing for is OK with that!):

• Create Summary Blocks: At the end of sections or important paragraphs, include a brief summary or key takeaway. This can help search engines recognize the key points that are likely to be pulled into a snippet.

• Optimize Content Length: Keep these sections short. Avoid unnecessary fluff and focus on delivering value in a compact format.

5. Leverage Free Tools and Techniques for Snippet Preview

• Manual Snippet Preview: One way to preview how your content might look in a featured snippet is to simply format the text in your document similarly to a snippet (e.g., a short, direct answer followed by a bullet point list or table). This visual check can help you make sure your content is snippet-friendly. How you write it is likely how the client will publish it. So if you think you've answered the question, but it doesn't pass the eye test — a reader who's skimming wouldn't quickly spot it — then Google probably won't latch onto it either. Try not to bury your own opportunities in the surrounding text but look for ways to help potential snippets stand out.

• Mangools SerpSimulator: This is a free online tool that lets you preview how your title and meta description will look in search results. While it’s not a snippet preview tool per se, it can be useful for refining your content's appearance in SERPs.

Maximizing Snippet Opportunities

As a freelance writer, you have the power to elevate your clients’ SEO strategy by targeting featured snippets, even when working within a general brief. By analyzing top-ranking pages, optimizing your content structure, and leveraging free tools, you can create content that stands a strong chance of being featured in Position Zero. Each piece of content you write is an opportunity to enhance your client’s online visibility and authority—so embrace these strategies and help your clients achieve their SEO goals.

Detailed Examples of Content Integration

Let's take a look at this in action with a few specific examples. 

Example Scenario: Let's say you've got a Compose.ly-created brief. The Writer Notes section is full of information to help you understand the broader strategy at play. Why did the client want to write this piece at all? What's the dream outcome once you've turned it in and checked all the boxes? Understanding the game plan for that piece of content and where it fits in should be valuable context to help you fine-tune your piece. In this case, your brief gave you 6 potential FAQ/Featured Snippet ideas to target in a 1000-word piece: 

• How many calories are in a pasta dish? 

• What is the best pasta for a diet? 

• What pasta dish has the most protein? 

• Is protein pasta OK for weight loss? 

• What can you add to pasta to make a complete protein? 

• Can you add protein powder to pasta? 

The last four are already on the provided outline in an FAQ section, so you'll be addressing those opportunities there. But you've still got those other two. How should you account for them?

Given this scenario, here’s how you can strategically optimize for the two additional FAQ/featured snippet ideas  by integrating them into the content:

1. Incorporate Answers into Existing Sections

• Seamless Integration: Identify where in the existing content these two FAQs can naturally fit. For example, if there’s a section discussing the nutritional value of pasta, you could answer “How many calories are in a pasta dish?” within that context. Similarly, if there’s a discussion on healthy pasta choices, “What is the best pasta for a diet?” could be addressed there.

• Use Subheaders or Bolded Text: Within the relevant sections, you can use subheaders or bolded text to highlight these questions. This makes it easier for both readers and search engines to identify the specific information.

Let’s walk through an example of how to seamlessly integrate these two FAQs into existing sections of the content to target featured snippets.

Content: "Pasta is a staple in many diets around the world, known for its versatility and ability to complement a variety of dishes. But when it comes to calories, the type of pasta and portion size can make a significant difference.

How many calories are in a pasta dish? A standard serving of cooked pasta, which is typically about 1 cup or 200 grams, contains approximately 200-300 calories. This can vary based on the type of pasta and any added ingredients like sauces or proteins. For those mindful of calorie intake, whole grain pasta tends to have slightly fewer calories than refined pasta, while offering more fiber and nutrients."

Content: "Selecting the right type of pasta can have a big impact on your diet, particularly if you're looking to manage your weight or boost your nutrition.

What is the best pasta for a diet? Whole wheat pasta is generally considered one of the best options for a healthy diet. It’s higher in fiber and nutrients compared to traditional refined pasta, which helps you feel fuller longer. Other good choices include pasta made from legumes, such as chickpea or lentil pasta, which are higher in protein and fiber, making them ideal for those looking to balance their macronutrient intake."

Why This Approach Works

1. Natural Integration: The answers to the FAQs are woven into relevant sections of the content, making them a natural part of the narrative rather than isolated points. This keeps the content cohesive while still addressing the specific questions.

2. Snippet Optimization: The answers are concise and clearly positioned after each question, making them easy for search engines to extract as featured snippets. The bolded questions also help highlight these sections, increasing the chances that Google will recognize them as snippet-worthy.

3. Content Flow: The information fits smoothly into the existing content structure, enhancing the overall readability and usefulness of the article without disrupting its flow.

By embedding the answers within the content like this, you’re not only providing value to the reader but also positioning the content to be easily picked up for featured snippets.

2. Create a Contextual Lead-In or Introductory Section

• Early Mention: Consider creating a short introductory section that gives a brief overview of the nutritional aspects of pasta, where you can naturally include these FAQs. 

• Here’s an example introductory section that targets keyphrases only: "Pasta is a versatile dish that can fit into many diets. But how many calories are in a typical pasta dish? And what's the best type of pasta for those looking to maintain a healthy diet?"

• But asking the questions without providing the answers in the introduction wouldn’t be enough to capture a featured snippet. To target a featured snippet effectively, you should provide concise answers immediately following those questions. Here's how you can revise the introduction to include both the questions and the answers:

Revised Introduction Example:

"Pasta is a versatile dish that can fit into many diets. A typical pasta dish contains around 200-300 calories per serving, depending on the type and portion size. For those looking to maintain a healthy diet, whole wheat or legume-based pastas are often considered the best options due to their higher fiber and protein content."

Why This Works:

1. Direct Answers: By providing clear, concise answers right after asking the questions, you increase the likelihood that Google will pull this information into a featured snippet.

2. Natural Flow: The introduction still serves its purpose of setting the stage for the rest of the article, while also embedding valuable information that can be highlighted by search engines.

3. Snippet Optimization: The short, factual sentences are ideal for snippet extraction, as they are straightforward and address common queries directly.

This approach keeps your introduction engaging while helping you optimize for potential snippet inclusion.

Your brief might include keywords phrased as questions, or keywords that you see coming up in PAA questions when you do your research. If your client hasn't given you a specific outline to follow, you have a lot of freedom. Definitions and keywords phrased as questions are GREAT opportunities to create FAQs our use other tactics to try to capture a featured snippet, in addition to any other ideas you may have identified during your research. Here’s how you can seamlessly integrate these into your content:

Example Scenario: Let's say your client gave you a more general brief without any specific suggestions of featured snippets to try to capture. Now that you know about featured snippets, though, you think it might be nice to try to get one for them. Check the guidelines for clues. Your brief might include the following questions (as keywords or FAQS or specific information they'd like to have covered):

• How many calories are in a pasta dish?

• What is the best pasta for a diet?

Answering Question One:  "How many calories are in a pasta dish?"

If there’s a section discussing the nutritional value of pasta and if you've got the freedom to add your own headers, consider integrating the first FAQ as an H3, like this:

[h2] Nutritional Value of Pasta

Pasta is a staple in many diets around the world, known for its versatility and ability to complement a variety of dishes. But when it comes to calories, the type of pasta and portion size can make a significant difference.

[h3] How many calories are in a pasta dish? 

A standard serving of cooked pasta, which is typically about 1 cup or 200 grams, contains approximately 200-300 calories. This can vary based on the type of pasta and any added ingredients like sauces or proteins. For those mindful of calorie intake, whole grain pasta tends to have slightly fewer calories than refined pasta, while offering more fiber and nutrients.
Answering Question Two: "What is the best pasta for a diet?"
For the second question, maybe you've added a section on healthy pasta choices, and you could integrate an answer to that question under it. You could add an H3, like in the example above, or you could just weave the question into the body text. You could write:

[h2] Healthy Pasta Choices

Selecting the right type of pasta can have a big impact on your diet, particularly if you're looking to manage your weight or boost your nutrition.

What is the best pasta for a diet? Whole wheat pasta is generally considered one of the best options for a healthy diet. It’s higher in fiber and nutrients compared to traditional refined pasta, which helps you feel fuller longer. Other good choices include pasta made from legumes, such as chickpea or lentil pasta, which are higher in protein and fiber, making them ideal for those looking to balance their macronutrient intake.

Why This Works:

• Natural Integration: The answers to the FAQs are woven into relevant sections of the content, making them a natural part of the narrative rather than isolated points. This keeps the content cohesive while still addressing the specific questions.

• Snippet Optimization: The answers are concise and clearly positioned after each question, making them easy for search engines to extract as featured snippets. The header-level and bolded questions also help highlight these sections, increasing the chances that Google will recognize them as snippet-worthy.

• Content Flow: The information fits smoothly into the existing content structure, enhancing the overall readability and usefulness of the article without disrupting its flow.

Compose.ly briefs (you know, the purple ones) are created by our in-house team working on behalf of our clients and in line with their broader brand strategies and goals. Our team generates topic ideas based on keyword research. When clients approve them, the team gets to work on building out the briefs.