How to Optimize Content for Google’s Featured Snippet


In the search landscape, there’s a lot of confusion about featured snippets. What is it? How do you rank for them? Can you see them in Google Analytics? The answer to all of these questions are yes. However, if you want to own the featured snippet position, you need to prepare your site properly before publishing any content. Instead of thinking about it in terms of “featured snippets,” try static first-page positions instead—these have a tendency to gravitate more towards those who figure out how to optimize their content for maximum visibility and usability above all else. In this article we’ll talk about how that can be done with some simple technical changes and a little bit of sweat equity on your part.

Determine if you have the opportunity to rank for featured snippet

To determine if you have the opportunity to rank for a featured snippet, you’ll need to conduct a few simple searches on Google.

  • Start by searching something that is relevant and common in your industry. For example, let’s say you’re selling life insurance policies and want to optimize for queries like “life insurance.”
  • Next, try something less likely but still within the realm of possibility: “best life insurance company” or “best place to get my life insurance.”
  • Finally, try an extremely unlikely phrase: “.com” followed by a random word from your industry (for example .com dog). This will give you an idea of whether or not there are any other websites ranking for this query who could potentially outrank yours if they were using Featured Snippet optimization techniques.

Write compelling content that people find valuable.

To optimize content for the featured snippet, it must be valuable to its readers. This means that it’s clear what you’re trying to say, and that your message is concise and directed toward a desired outcome. You should also make sure that your keywords are being used in the right places:

  • Use keywords in your title tag, description tag and tags
  • Use keywords in your main body text (not necessarily repeated)
  • Use keywords in images (alt text is especially important here because Google can’t read images)
  • Use keyword variations when linking out to other resources such as other articles about this topic

Optimize your title tags and copy for the keyword and question

  • Optimize your title tags and copy for the keyword and question.
  • Use the keyword in your title tag: The first thing you should do is ensure that your page’s title tag includes your target keyword, as well as a short description of what the page is about. Google will use this information to determine whether or not a given page should appear in the Featured Snippet. In some cases, they’ll even pull content directly from it!
  • Use questions in meta descriptions: Meta descriptions are used by search engines to display snippets when users search for specific terms on their site. They’re also often shown when someone bookmarks or saves an article using an app like Pocket or Evernote (and most people don’t actually read them). Including questions at least once per meta description can help boost traffic because Google may choose to display these snippets over others that don’t contain them—meaning more people will see what you have written!

Use multiple sources to answer a single query.

  • Use multiple sources to answer a single query.
  • Use different sources to answer the same question with different answers.
  • Use different sources to answer the same question with different sources and/or answers, like an infographic on one website, and a video on another site that uses similar data but has more detail or a more visually engaging approach to it’s content

Leverage schema markup in your content.

In the past, search engines relied heavily on meta descriptions and titles to understand what a web page was about. But now we have schema markup. Schema markup is an HTML code that allows you to tell Google more about your website’s content, making it easier for users to find what they’re looking for.

Schema markup helps search engines understand your content better—meaning they can show more relevant results and answer questions faster. It also improves how search engine results pages (SERPs) display information about your page in desktop, mobile, voice assistants and smart speakers (e.g., Google Home).

For example: If you’re searching for “how many books are there?” (a common query), you’ll see different results depending on whether or not sites have schema codes attached to their webpages:

Get social signals and establish yourself as an authority.

One thing that can help you get featured snippets is to be an authority on the topic. If there are lots of people talking about your company or brand, it’s a sign that you’re an expert. A great way to do this is by getting social signals from people sharing your content, which will establish you as an authority in your field. You can also use social media to encourage others to link back to your website and comment on posts related to the topic.

Always be optimizing your content for search engines and searchers.

Optimizing your content for search engines and searchers is an ongoing process.

You should always be optimizing your content for search engines and searchers—that’s why it’s important to use tools like Google Search Console, Moz’s Open Site Explorer, or SEMrush to help keep track of what people are searching for on the web. These tools will help you understand where the gaps in your content are.


Google’s featured snippet is a great way to capture clicks and engage your audience with valuable content. In order to create a compelling snippet, however, you need to be willing to do the hard work of thinking about how people are searching for the information they need. By focusing on consumer intent, you can produce content that will not only rank high in search engines but also provide users with the answers they’re looking for—while they’re looking for them! We hope these tips will help you optimize your content strategy in order to get more traffic from Google.

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