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How to Create Outstanding Featured Snippets

April 2021

Featured snippets don’t appear in all Google searches. For instance, if you just search something like “law firm Los Angeles,” you are going to get a Google Maps result and a ranked list of relevant websites. You won’t get a featured snippet—a result that gets its own box or window at the very top of the page. You are more likely to get a featured snipped if you type in a question-based query, such as, “How do I fight a traffic ticket?” The featured snippet, in this case, would not only give you a link to the relevant page answering your question but also display some of the content from that page right in your Google search.

Related: Effective Online Marketing for Law Firms

The Value of Featured Snippets
There is a lot of benefit to landing a featured snippet on a Google search—or, as some SEO experts refer to it, the “Position #0” result. A featured snippet will draw more eyes than a standard URL result, even if you manage to land at or near the top of a Google search.

Featured snippets put content samples and sometimes even photos or other visuals at the very top of Google’s results page. They are hard to miss and are bound to garner more clicks than other pages.

Writing Featured Snippets
The good news is that Google will typically highlight a featured snippet for any query-based search. As such, FAQ articles or blog posts that answer specific questions are terrific for grabbing these slots. The bad news is that there is no one way to guarantee that your page will be highlighted with a featured snippet. The best you can do is try.

There are five types of featured snippets.

  • Paragraph snippets: Searches with keyword strings that start with phrases such as “Who is,” “Where is,” “Why is,” and “How to” are most likely to grab paragraph snippets. These snippets appear in paragraph form, are generally concise, and are typically served alongside a photo.
  • Numbered list snippets: Numbered list snippets are usually step-by-step tutorials for completing a certain process. A keyword such as “Steps to update my Mac” might appear here, as might more complex “How to” queries.
  • Bulleted list snippets: Bulleted list snippets are generally found in searches that seek list-based content that isn’t tutorial-based. For instance, a search for “best accounting software 2019” would bring up a snippet with a bulleted list.
  • Table snippets: Google will sometimes reformat collections of data as table snippets to make that data more readable. As such, you don’t necessarily need to have a table on your page to grab this kind of snippet. Table snippets are the least common and the least useful for most business SEO purposes.
  • YouTube snippets: If a YouTube video is relevant to a search, Google will sometimes pull that video into a featured snippet. The obvious example would be a search for a movie trailer, but if you have video content, you might be able to get it featured in this fashion, too.