This is a sponsored post written by SEMrush. The opinions expressed in this article are the sponsor's own.
Of all the SERP features that Google has developed over the time, local packs and featured snippets are still the most popular targets for businesses. And if local pack is particularly important for companies that seek to attract clients looking for services within a specific location, featured snippets are an appealing element of the SERP for content platforms and websites with a web-wide audience.
Which Websites Should Target Featured Snippets?Featured snippets are not a must-have for every website, since, in SEO, there are a number of other things that have higher priority.
Correct page indexation, crawlability, and fixing technical issues are what many SEO agencies start from when taking up a job for another site.
But if you're past the point where you need to fix broken links, and you're thinking about additional ways to get visibility in search results, getting into the featured snippet is a great way to do that.
Type #1: Websites that have their technical and on-page SEO under control
If you search for the same keyword on a mobile device and on a desktop, you will probably get different results. Some websites optimize specifically for mobile search, so mobile and desktop SERPs often look different.
The featured snippet is no exception: it occupies more space in mobile search results and attracts more attention.
If you target mobile devices, make sure that you always know who is in the featured snippets for your target keywords – you or your competitor. Whoever it is, they're getting a lot of user attention.
Type #2: Websites that want to attract mobile traffic
Some keyword categories trigger a lot of featured snippets.
For example, according to SEMrush Sensor, a SERP volatility tracking tool, up to 18 percent of keywords in the Travel category trigger a featured snippet.
This category includes all kinds of keywords revolving around traveling topics: location names, traveling tips, travel companies etc.
If your website ranks for keywords from a category rich in this SERP feature:
Type #3: Websites that rank for multiple keywords that trigger featured snippets
Your website can be successful in search even without getting into a single featured snippet. It is neither a must-have nor a silver bullet for promotion.
However, if you fall under any of these three categories, extra visibility would be an additional advantage.
How to Know What Snippets You Have Already WonBefore entering the battle for snippets, start by analyzing what your current situation is: how many of your target keywords trigger featured snippets and how many of them you have already won.
In the SEMrush Position Tracking tool, we have added the Featured Snippets tab to help you focus on monitoring your progress and finding new opportunities.
Here you can see how many of the keywords that you added to the tool at setup have triggered featured snippets and how many of them you have already won.
In the example above, we added 200 words to Position Tracking, and 50 of them trigger featured snippets. The website that we took as an example has already won 13 of them, and 37 others are occupied by its competitors.
How to Find Opportunities to Win More Featured SnippetsSwitching from Already featured to Opportunities, you will see which of your target keywords trigger snippets in which you are not present. Here, you can see the volume of the keyword, that is, its visiting potential, your position on the SERP, and the landing page that won the snippet.
SERPs change constantly, and you can never predict which keywords will or won't have a snippet; however, if there has been a snippet on the SERP at a certain time, there is a good chance it will stay there.
The New & Lost panel helps you filter out the keywords that trigger Featured Snippets in a certain way.
When you find the opportunities to seize, follow the basic recommendations for winning featured snippets.
Usually, this includes:
These recommendations are universal and work for desktops and for mobile devices.
If you particularly target mobile devices, make sure that your viewers' user experience is equally positive on both desktop and mobile. Often, the content on the mobile site version differs from what can be seen on a desktop, and sometimes it makes total sense. Just make sure it is as informative and as valuable for the user as the full version.
Image CreditsFeatured Image by SEMrush. Used with permission.In-post Photos by SEMrush. Used with permission.
Source: Winning Featured Snippets on Mobile
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