Data-backed insights on featured snippet optimization

  • February 27, 2021
  • Misc
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30-second summary:

  • Around one-fifth of all keywords activate a highlighted bit
  • 99% of all included bits tend to appear within the very first natural position and take control of 50% of the screen on mobile phones, driving higher-than-average click-through rates (CTR)
  • The essential to highlighted bit optimization depends on a couple of particular locations: long-tail- and question-like keyword technique, date significant material that comes at the best length and format, and a concise URL structure

Google has actually constantly been quite hazy on any information about winning highlighted bits. This held true when they were first introduced, making them something companies thought about to be the cherry on top of their SEO efforts, which is still mainly the case. Having first-hand understanding about the worth and power of highlighted bits, Brado partnered with Semrush to carry out the most extensive research study around included bit optimization to reveal how they truly work, and what you can do to win them.

Revealing the highlights from a Featured snippets study that evaluated over a million SERPs with highlighted bits present, this post unwraps actionable recommendations on amping up your optimization technique to lastly win that Google reward.

General patterns throughout the included bit landscape

With billions of search questions go through the Google search box every day, our research study discovered that around 19 percent of keywords activate a highlighted bit. Why does this even matter? Featured bits are understood to drive greater CTR – as another research study discovered, they are accountable for over 35 percent of all clicks.

Further showing the tremendous power of highlighted bits, our research study revealed that they use up over half of the SERP’s realty on mobile screens.

Combine this with our findings that 99 percent of the time included bits take control of the very first natural position, which they remain in a lot of cases set off by long-tail keywords (indicating particular user intent), and you’ll get the factor behind extremely high CTR numbers.

Are some markets most likely to activate highlighted bits?

In the research study, we specified markets by keyword classifications, finding that, undoubtedly, included bit volume is irregular throughout different sectors.

The leading market, seeing an included bit in 62 percent of all cases, is Travel and Computer & Electronics, followed by Arts & Entertainment (59 percent), and Science (54 percent), while Real Estate keywords drag all the rest with just 11 percent of keywords setting off an included bit.

featured snippet optimization insights on keyword categories that trigger

Yet on a domain level, the market breakdown differs a little, with Health and News websites having equivalent highlighted bit volumes.

You can find the complete market breakdown within the study.

Featured bits are everything about makes, not wins

Just hoping your material will win you an included bit isn’t enough – as our research study revealed, it’s everything about hard-earned material optimization outcomes.

Throughout our extensive highlighted bit analysis, we identified the following SEO finest practices constant throughout all included bits we’ve encountered:

1. Optimize for long-tail keywords and concerns

When it concerns optimization and keywords, utilize ‘the more the much better’ reasoning.

Our research study discovered that 55.5 percent of highlighted bits were set off by 10-word keywords, while single-word ones just appeared 4.3 percent of the time.

One thing even much better than long-tails is concerns. In truth, 29 percent of keywords setting off an included bit start with concern words – “why” (78 percent), “can” (72 percent), “do” (67 percent), and in the least cases, “where” (19 percent).

featured snippet optimization insights on question keywords that trigger

2. Use the best material length and format

The SERPs we evaluated consisted of 4 kinds of highlighted bit: paragraphs, videos, tables, and lists:

  • 70 percent of the outcomes revealed paragraphs, with approximately 42 words and 249 characters
  • Lists can be found in as the second-most-frequent highlighted bit (19 percent), with approximately 6 product counts and 44 words
  • Tables (6 percent) normally included 5 rows and 2 columns
  • Videos, whose typical period stood at 6:39 minutes, appeared in just 4.6 percent of all cases.

Of course, don’t blindly follow this information as the principle, rather see it as a great beginning point for featured-snippet-minded material optimization.

Plus, bear in mind that content quality constantly dominates amount, so if you have a high-performing piece that includes a 10-row table, Google will merely suffice down, revealing the blue “More rows” link, which can even boost your CTR.

3. Don’t overcomplicate your URL structure

As it ends up, URL length matters in Google’s option of a website that is worthy of a highlighted bit. Try to adhere to cool website architecture, with 1-3 subfolders per URL, and you’ll be most likely to win.

Just for recommendation, here is an example of a URL with 3 subfolders:

xyz.com/subfolder1/subfolder2/subfolder3

4. Make regular material updates

In the “to include or not to include a post date” issue, based upon our included bit analysis, we’d recommend that you release date significant material.

The bulk of Google’s included bits consist of a post date, with the following breakdown: 47% of list-type highlighted bits originate from date-marked material, paragraphs – 44%, videos – 20%, and tables – 19% of the time.

While fresh-out-of-the-oven material can be preferred by Google, 70% of all content making it into the included bit was anywhere from 2 to 3 years of ages (2018, 2019, 2020), suggesting as soon as again that content quality matters more than recency, so you shouldn’t fret that putting a date on it will work versus you.

Take a deep-dive into the full Semrush study for more information about included bits and find the very best method to develop highlighted bit centers.

A.J. Ghergich is the CTO at Brado.

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