Featured Snippets are a great way to increase your company's visibility in the search engine. What are "recommended excerpts" ...
Featured Snippets are a great way to increase your company's visibility in the search engine. What are "recommended excerpts" and how to use them in online marketing - we answer these other questions in the text.
Featured snippets
The "Recommended Snippets" are the results that appear in Google's Search Ranking. In this system, fragments of the page are presented in the form of a short answer to user inquiries (only when Google classifies a set of entered words as a question). The answer is taken from the page selected by the search engine and shown at the top of the organic (natural) results in a special block - Answer Box.
Apart from the part of the answer to the entered query, the block also contains a link to the quoted page, its title and URL address is shown. In fact, the system used for extended fragments is very simple. It is the search engine that decides which answer (from which site) will be the best answer for the query entered by the user. When Google determines that the query is in the form of a question, it analyzes the pages in terms of the answers. The best answer appears at the very top of the search results page. It should be noted that Google does not interfere with the answer, does not include its comments and opinions. The search engine is constantly working on the perfection of this solution so that the displayed fragments with the answers best answer users' questions. This means that the responses can change. If Google deems so that another page (that has joined the index or a site that has new content in this topic) currently responds better to your question, it will. Google can download the response from virtually any indexed page, as long as the administrator does not opt-out of this solution.
Good visibility in the search engine
A high position in search results is a chance not only to increase website traffic but also to attract new customers. The fragment of the answer is a kind of "0" result, which precedes the next records in the ranking. These kinds of answers are very well displayed in the search results. Thanks to them, you can improve the company's visibility in the search engine. The algorithm that generates the fragments with the answer is not perfect and that is why today it is relatively easy to break into the answer box. It is enough to properly optimize the page in this respect (no changes to the source code are necessary). You have to:
answer a question that Google has decided to display recommended snippets with an answer,
use one of the templates that Google has qualified to display in the "0" position,
present the best answer to a query displaying Featured Snippets on the website - to beat the competition in this area.
For example, in the case of an SEO query, Google displays a fragment of the answer that consists of two sentences (approx. 300 characters) in its standard (the search engine removes the formatting). The abbreviation itself is bold, and in the Direct Answer block, you will also find a link to the website. In many cases, the search engine also downloads and shows the photo closest to the answer. In this system, Google also shows inquiries - specifications.
However, in order for Google to display a part of our website as a specification, the answer must be clear and specific. On the Internet, you can check what the recommended fragment of the answer for a specific page would look like (site: page address and keyword).
Everything in the selection of keywords
"Recommended fragments with an answer" is a great way to stand out in the search results, beat the competition by breaking into the top position in search results (the so-called "0" position). Getting in the top position depends on the skilful selection of keywords. The phrases contained on the website must directly or indirectly answer the question asked. For this purpose, it is worth identifying the questions asked by users about our industry. For example, if the question "What bike to choose for the city?" Is repeated, the answer directly related to the question will be: "The best bicycle to move around city streets is the so-called a classic city lady ... ", and the indirect answer may be:" City bikes are a separate category of two-wheelers, designed for driving on the streets of both small towns and large urban agglomerations ... ”. Remember that they may differ depending on gender, age or place of residence.
In many areas, Google does not yet display any fragment of the answer, so it is worth investing in this solution (content optimization on the page) and taking advantage of the opportunities it offers. It's not worth giving up Featured Snippets, even if Google displays the competition's answer to a given question. We should do everything so that our answer is better and the search engine shows our proposal (just that the page is best suited to the question). The quality of the content plays a key role here. The text must directly or indirectly refer to the problem that is part of the users' queries. It is also worth including key phrases related to the question in the metadata, page title, descriptions of internal links and headings on the page.
Summary
Featured Snippets are a great way to increase your company's visibility in the search engine. By being in the "0" position, you can not only increase website traffic but also your conversion rate.
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