Should You Optimise for Google Snippets?

As the most popular search engine on the web, the competition is fierce when it comes to ranking with Google. After all, there are thousands of different companies all battling it out for the top spot in the SERPs and this means that campaigns must be better than they have ever been in order to stand a chance of obtain organic traffic and conversions. In fact, more and more technicians have started to notice how difficult it is to obtain referrals thanks to the implementation of Google Snippets. Read on as we go over whether or not they are worth optimising for…

What is Google Featured Snippets?

In order to optimise for Featured Snippets, it is important to understand what they are. Believe it or not, they are not a new introduction to the Google search engine results pages, however they have gained a lot of a traction in recent years. In layman’s terms, a Google Featured Snippet is a small amount of information pulled directly from a website and it appears at the very top of a search query because Google have decided that it will give the user the answer that they require easier and faster. They can come in the form of a paragraph, list or sentence and are often referred to a position ‘0’.

Do Featured Snippets affect traditional SEO?

One of the biggest issues that marketers tend to have with Featured Snippets is that they often create what are known as ‘zero click searches’. These occur when users find the information that they require directly in the SERPs and subsequently do not click onto a particular website in order to find out more. Featured Snippets have contributed to this because text from a website is placed directly into the Google index which this reduces organic traffic and the likelihood of conversions. With this said, research suggests that content boosted with a Featured Snippet is actually twice as likely to obtain a higher click-through rate.

What are the benefits of Google Snippets?

Despite the negativity surrounding Featured Snippets, there are actually several benefits of taking them into consideration during a campaign. After all, they are going to be there regardless of whether or not they are liked by technicians and trying to ignore them can actually end up having a bad effect on marketing efforts. In addition to this, Google Snippets are placed higher than the number one ranked website in the SERPs and this means that users actually have to scroll to click on the highest organic results, allowing a website with a snippet to obtain traffic where it usually wouldn’t.

Here at Internet Marketing Questions, we believe that a success SEO campaign should cover every avenue of the industry. After all, there are many different ways to approach internet marketing and it is important that technicians stay up to date in an industry that is constantly changing and adapting with the times. To find out more information about Google Snippets, get in contact with a member of the Internet Marketing Questions team today!