Identifying the right opportunities can be decisive in achieving featured snippets and incredible results for your digital strategy, which comes along with a 0 position in Google.
If you work with digital marketing or have a profitable blog, one of your main challenges is certainly to increase your conversion rate. And this is really no easy task.
So much so, that we transformed the Rock blogs into real laboratories, doing frequent tests to see which new strategies work.
In this article, I$0027m going to tell you about a method we used in our Rock Content Community (blog in Portuguese) that ended up becoming a real success story.
To be able to reproduce the practice I$0027m going to teach you, you only need to have one single post on the first page of the SERP.
Do you want to better understand this method of generating leads? Then let go!
Understand what featured snippets are
If you are not yet familiar with this term, don$0027t worry, I will explain it to you now.
When you Google “pronouns”, for example, you will see the following page of results:
The featured snippet is the response box shown in the image and has the following objective: to present the user with the best possible response, following Google standards.
Don$0027t worry, because even in this article I will detail the best practices to optimize your article and make the search engine understand that your content offers the best response.
But, before we get there, the first step is:
Identify opportunities for snippets
To compete for the position 0 of Google, it is enough that you have a post in the first page of the SERP, positioning for a keyword that has snippet.
That because not every search result page presents this resource, as you can see in the image of the search for “pronoun”, which presents a knowledge graph – Google own database with more direct information.
And in the search for “pronounce advice not to make a mistake”, which presents no recourse.
So, when you have a post on the first page, go to the Google Search Console and see which KWs are used to find it, through the Search Analytics button.
Add a page filter and insert the URL of your post by positioning it on the first page. As an example, I inserted the article on Pronouns:
Through the queries shown by Search Console, you will have several SERPs to analyze and, thus, you will be able to identify several KWs with snippets.
More than that, you$0027ll have in your hands all the pieces of content that were considered by Google to be the best answers.
That way, it is possible to understand perfectly the user intention and to notice what doubts you need to answer in your article to compete for the snippets.
For example, in our article on pronouns, it is clear that we need to present:
- What are pronouns;
- Pronoun examples.
Now, the next step is to update your content:
Optimize your article for snippets
It no use answering all your reader questions. If the article is not optimized, you will not be able to conquer the 0 position.
So, I$0027ll tell you 3 practices that we tried and worked very well to conquer snippets:
1. Answer your reader questions with the right size of text
We identified that, for snippets in paragraph format, the ideal is that the pieces of text have between 40 and 50 words, with about 300 characters.
That is, write a super direct answer for the specific keyword and follow the other practices to know exactly where to insert it.
2. Put the answer next to an H2
Use the subtitle to ask a question and add the answer below:
3. Put the answer in the moustache of your article
In this case, you can use the H1 to raise the question that will be answered:
As you can see, although the post is about Pronoun – in the singular – the snippet was all worked out in the plural. This was done by the SERP arranging a knowledge graph for the KW in the singular, as I showed above, and a snippet, for the keyword in the plural.
How long does it take to get a snippet?
After optimizing your content, an excellent practice to speed up the process is to request the indexing of the post in Google. Well, when we make very small alterations to an article, Google notices it and ends up taking longer to index.
This can be done through the Search Console, under the button “Search as Google”:
Search for the slug on your page and request indexing, as shown below:
After doing this, the time to conquer the 0 position in Google usually varies quite a lot. Sometimes, it takes about a month, and other times, it happens in a matter of minutes.
But, considering that you followed all the steps up to here and conquered the snippet, let go for the next stage:
Responding to user intent
If you have the SERP position 0, but your page does not solve the reader doubt, it will not take long for you to lose the snippet.
Google is able to recognize this through the bounce rate and by the user behavior, when he returns to the results page after entering your site, which indicates that your content is not good enough and he preferred to visit another site.
So much so, that it became a growing trend in content marketing to focus more and more on writing for people and just optimizing for search engines. After all, the era of keyword stuffing is over, the search engine now understands semantics, and the user experience is becoming more important every day.
Therefore, if your page answers the reader question better than the pages of your KW competitors, it is highly likely that you will position yourself well.
You want to see proof of this? Then watch the image below:
We are positioning first for “marketing compound”, even without using this term explicitly in our SEO title.
In other words, Google understands perfectly that “4 Ps of marketing”, “marketing mix” and “marketing compound” are synonymous. In addition, the search mechanism also checks whether the user experience on our site is positive, as we answered their question.
Now that you have the snippet and are solving your reader pain, no doubt your page traffic will increase exponentially. This will even make your page go up in the Google ranking.
The post on Pronouns, for example, was in 6th position in the SERP for the KW “pronouns” before being optimized. After the snippet, we went up the page, today we are already in the 1st position and that post is one of the ones that attracts more organic traffic for our blog.
Then we come to a crucial point: what to do so that that visitor advances through the marketing funnel and becomes a lead?
Understand how you can help your reader even more
Ok, your article is already excellent and answers perfectly the doubt of the user who came to it. But what other pain can he have?
Going back to the previous example, what are the possible doubts of someone looking for pronouns?
- Spanish and Grammar;
- Write a good text.
Or maybe you just want a guide to studying about pronouns.
Starting from this point, we offer materials for the reader that can solve those pains, either through forms or banners.
But please don$0027t turn your blog into an outdoor one. This would go against the principles of Inbound Marketing and would harm the user experience, potentially raising the bounce rate and even compromising your conquered snippet.
It offers the materials in a subtle way that integrates well with the content, so as not to end up bothering the reader with invasive propaganda.
In our example, as the post is relatively long, it was possible to offer 3 rich materials:
- Updated Spanish and Grammar Guide;
- New spelling letter;
- Definitive guide to the perfect text.
What if the reader just wants a complete guide to the search term?
Offer a pdf version of your article
Your page is already a complete guide on the subject and, as it answers your reader question, offering a pdf version can be quite attractive for him to access, even if he is offline.
To make the downloadable version of the content more aesthetically appealing, it should ideally be laid out by a designer to earn one side of the ebook.
But, in case you don$0027t have a designer at your disposal, want to save or implement this strategy quickly, I also have a solution for you:
The Print Friendly page offers an excellent resource to generate a cleaner pdf file of your article and still allows for super easy and convenient editing, in case you want to remove any part of the downloadable version.
We want to transform the content into a real study guide.
Therefore, it is recommended to remove the conversion points, for example, and leave the material as clean as possible.
If you want to check in practice the difference between the original article and the downloadable version, just fill in the form. You will also see that the file generated by Print Friendly looks much better than using Crtl + P.
If you didn$0027t notice, you just saw an example of how to insert a conversion point naturally into the content, without being invasive or detrimental to the reading experience.
This whole process explained here was carried out not only for the post on Pronouns, but for other posts in the Community.
This strategy proved to be extremely simple and scalable (since we were using rich materials that we had and were not using well) and also very effective.
It was instrumental in raising our conversion rate and can also help you achieve wonders in yours.
Now that you know all the steps: conquer the snippet, deeply understand your reader pain, learn how to solve it, and then offer something to help him even more.
If you want to know other methods of lead generation that we use here at Rock Content, enter now our