Win the Snippet - An SEO Marketing Tool To Generate More Leads
- JCS Consulting & Enterprise Services
- Apr 2, 2024
- 3 min read
With new Google updates come new opportunities. Over the last year Google has made significant improvements in snippets. Additionally, the snippets serve as a great opportunity to find yourself higher up the food chain in search. Even more important, you are answering a direct consumer question.
So what is a Google Snippet as a SEO Marketing Tool?
In short, it is the quick summary of your topic at the top of search when a query is made. Google algorithm summarizes key pieces of information from high quality content and trusted sources to provide a snapshot response for your query, giving the user quick access to related content. What is even better for a business is that if you can be the snippet Google chooses to use, you have an opportunity to quickly present as a subject matter expert to a consumer, and more likely have that consumer take the jump into your website as a more engaged lead. The Google snippet content will also appear in drop downs at the top of a search page under the section “People also ask”. Here, related questions are asked and answered according to content across multiple pages.
We have observed snippets developed for a variety of content types. This includes videos, lists, and tables. For example, when we use the query: “what steps should I take when buying a car?” The following snippet is generated:
The outcome is a populated ordered list on the steps required and a link to the associated site from which Google sourced the content. You can imagine how impactful having this level and amount of real estate on the search page will have on click through rate from users with intent.
How do we win the Google Snippet?
Well, to be honest, as with most things Google no one knows the exact recipe. However, there are some things that we know lead to more prevalence and probability when targeting this SEO marketing tool. For example, it has been noted that search snippets are often selected from page one ranking websites. If you are not on page one, that should definitely be your business’ first priority. However, the path to this through technical and content SEO, actually goes hand in hand with winning snippets. So it seems Google has a plan that all ties together when it comes to search outcomes! Ensuring you have high quality, up to date content is always a must. Additionally, how the content is structured on the page will add to your SEO success. For example, this could include items like using appropriately structured headers on your website, or effective use of “chapters” in your video.
Now there are other elements to consider, and that depends on who your competitors are in your space and how their content is structured. At the end of the day, you need to be better than your competitors to be selected, and this is where we can help. Our team can help you understand what your competitors are doing, who’s next in line for a snippet, and identify what you can do to give yourself the best chance of winning a snippet. Although we are at Google’s mercy and there are no guarantees, making the right updates will at a minimum improve the quality of your website and ensure best practices are met, which at the end of the day will only improve your brand and outcomes.
If you are looking to improve your company's SEO Marketing and page ranking, and/or want to identify if there are any snippets you can target and build a plan to put your company’s best foot forward, reach out. We would love to connect and have a conversation.
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