How to Rank at Position Zero

As SEO writers, we are always looking for ways to improve our clients’ Google rankings. That’s our sole job, isn’t it? 

The tricky part of our industry is that as soon as we think we have a proven strategy to move our clients’ websites to page one, Google changes the way they play the game.

What is Snippet?

Several years ago, Google introduced Featured Snippets. Also called Position Zero, this box appears at the top of a search engine results page (SERP). Unlike the “answer box” that does not contain a source link, the Snippet is a bit of information that answers the user’s question, often in list form. 

To find an example of a Snippet, ask Siri a “what” question, such as “What is the difference between a real estate agent and a broker?” At the top of your SERP, you will see a box that has the answer to the question. The Snippet is also accompanied by a graphic from the same page as well as the link to the website. 

Why is a Snippet a big deal?

Every business wants that coveted Position Zero because it appears even above the paid ads. Studies have shown that the click-through rate (CTR) increased when a website moved from the first position to Position Zero. In fact, the CTR increased by more than 114%.  

 Another benefit of receiving the Snippet spot is that the Position Zero page is usually repeated somewhere else on page one of the SERP as well. Whether the page became the Snippet page because it was already on page one, or whether it appeared on page one because it was a Snippet is difficult to say. It’s a chicken or the egg question.

 As a writer, what can you do to get your clients’ pages to rank as Position Zero? Here are some tips on how to write for the Snippet box.

 1. Pick Appropriate Topics

Not every query will result in a Snippet box. Topics that have more objective answers tend to do better than general questions, but the questions can’t be too objective as to have a one-word answer.

Think about how your clients’ websites could answer questions relating to their industry. Processes, requirements, and health topics work well. Also, answers that have numerical values and finances seem to result in a Google Snippet box too. 

 2. Write FAQs

FAQ pages do not always rank as Position Zero, but it seems as if long-tail keywords of at least six words tend to be successful, especially when one of those keywords is a question word. 

 Another reason that FAQ pages may also rank as Position Zero is because of the way that people search for content. More users are turning to voice commands to find the answers to questions, and we are getting more used to talking with our mobile devices as people than ever before.

 For example, it is now common to hear people ask complete questions to their phones. Ask Siri, “what is the difference between a broker and a real estate agent?” The result will be a Snippet page that answers the question clearly and concisely.

 3. Avoid using questions that can be answered with a simple word or date. Instead, write more “what” questions. 

 For example, avoid answering questions like, “How old is Madonna?” Those questions are always answered with a simple fact box that does not include a link. Instead, you may write the answer to, “What is a bustier?” This question could result in a Snippet box.

 4. List Content in Tabular Data

Although content writers are not often in charge of creating graphics to accompany your content, you may be tasked in gathering the data for an infographic. When this information is given as tabular data, they may be more likely to appear in Position Zero of a SERP. 

 5. Write Content in a Bulleted or Numbered List

Brainstorm with your client to see how their website could provide how-to guides for their customers. Create a numbered list of instructions or a bulleted list to answer questions that a potential customer may ask.

For example, perhaps your client is a home remodeling agency. You may want to create simple how-to pages on how to do basic DIY projects in the home. Each step or bullet can be as detailed as you wish, but Google may only pull the first line to create the Snippet. Make sure that the first line begins with valuable information that will draw readers in to read the entire content.

 As content writers, it’s essential to evolve continually. Google periodically changes its strategy and technology, so the Snippet box may go the way of the Dodo. Take advantage of writing for it while it is still here. 

 

This article was originally posted at Virtual Surge.