How to Get Featured Snippets on Google (and Rank in Position #0)

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Hey everyone in this video i'm going to show you how to quickly uncover all of...
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hey everyone in this video i'm going to show you how to quickly uncover all of your low-hanging fruit featured snippet opportunities for your existing content and we'll start things off by going through the different featured snippet types and then we're going to go through a series of working examples to see how you can only find the opportunities but go about optimizing your content to steal the snippets away from your competitors and i'll also show you a handy little template i've put together so you can track all of your work and then we'll look at how you can monitor performance over time so let's jump in okay so real quickly before we jump into the working examples let's talk about what a featured snippet is and look at the most common featured snippet types in its most basic format a featured snippet is really just a piece of information that'll sit at the top of google search results and it'll answer a query and that answer is pulled from relevant content ranking in the top search results and if we look here at some of the most common featured snippet types that you'll be having to optimize your content for we can see for the term sales strategy this is an example of a paragraph snippet where it's simply defining what a sales strategy is
Next we can see for the term best sales tool for neil patel's article...
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next we can see for the term best sales tool for neil patel's article it's just pulling out the list of tools into a bulleted featured snippet format featured snippets also come in the form of video snippets so for a term like how to wash your dog google thinks that showing this type of snippet will help answer that question directly in the search results if we look at some a query like how to change your tire google is showing a numbered list featured snippet format that they think better directly answers that query in the search results and then finally if we look at the term us mortgage rates this is a table featured snippet format since it makes it easy for users to compare the different mortgage rates and apr rates across different fixed year terms and each of these different featured snippet types is going to require you to optimize your content differently in order to have a chance of ranking for it and the reason why featured snippets are becoming so much more important now is because as you'll see here with this semrush study that analyzed over 80 million keywords it found that a much larger percentage of queries are now triggering different snippet types so
You can see here for questions 41 of questions are now triggering...
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you can see here for questions 41 of questions are now triggering snippets prepositions and comparison related searches are also returning a lot more snippets as well in addition to that featured snippets are also taking up a lot more valuable real estate at the top of the search results page and they get a lot more impressions and clicks and you can see here from this study that ahrefs did where they analyzed two million featured snippets they found that for serps with featured snippets eight percent of all the clicks were going to the featured snippet and finally here in this chart you can see that 99 of featured snippets are pulled from the top 10 results and you can also see here that just under a third of the snippets come from the number one spot and most of them actually come from the top five ranking positions and semrush is a tool that makes incredibly easy to find all of your existing featured snippet opportunities if you don't already have an account you can grab a 30 day free trial over here in the featured snippet template link below the video and just come into the instructions tab and click the link okay so the first thing you're going to want to do is come over to the semrush click the seo toolkit enter your domain come down to the
Organic research report and then you're going to want to click...
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organic research report and then you're going to want to click on the positions tab and this is going to return a list of all the keywords that your site currently has ranking in the top 100 search results next you want to come over and click this drop down and now you can select where your domain doesn't rank in the different snippet types for this case we want to click where our domain is not ranking in the featured snippets and now you're going to see a list of all the keywords your site's ranking for in the top 100 positions but doesn't have the featured snippet but since we know that about 30 of the snippets come from the number one ranking article and about two-thirds come from the top three ranking positions i recommend adding another filter to only show keywords where your site is ranking in the top three positions as these are going to be your lowest hanging fruit featured snippet opportunities semrush makes this super simple all you do is click the positions filter here there's a bunch of different options but for this we'll just click top three and then you're going to see a list of all the keywords now that your site's ranking in the top three positions for that you don't currently have a featured snippet and similar to what we did earlier in this module where we prioritize the existing keywords based on intent and
Your site monetization model you can add additional url filters to surface the...
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your site monetization model you can add additional url filters to surface the most valuable featured snippet opportunities for keyword sets of any size so for example my site monetizes through affiliate revenue so i want to prioritize review posts and any best tool lists so as a result i might add a filter here to only show the keywords containing modifiers like best so for example this would surface my best tool lists so once i add that filter now i see a list of 25 keywords i'm ranking the top three positions for that have that best modifier that i don't currently rank in the featured snippet and if i scan down the list here i see that a lot of them are actually for my article on best rank trackers which i have a couple different affiliate products that i monetize in that article so now let's just look at the term best rank tracker here if i come over and click the serp overview link it's going to bring me to this report where i'm going to see which sites are ranking in the featured snippet for that term and i can see that we've got website tool tester and we've got shane barker and they're both triggering the bulleted list featured snippet format
Now if i take a closer look i want to see how shane barker is landing in the...
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now if i take a closer look i want to see how shane barker is landing in the featured snippet for this term so what i do is i open up the url and i scroll down and i click back and look at the serp result i can see that it's pulling in where it's saying rank tracker tool numbers now i can see they've got it here in a table of contents where each of these is an anchor link that jumps to the respective tool if i check out the actual text here i want to know what kind of heading tags are they using to house this in so i can see that shane barker is mentioning this in h3 tags so if i jump back over into the search results again i can see here i am in the number one organic position if i open up my article i want to quickly see where i'm falling short of the articles in the featured snippet and immediately you can see i've got this relatively long introduction and then i've got some jump links to just different key sections in the article not necessarily to the tools themselves i've got a leaderboard but again these aren't anchor links these are just some affiliate links and links to products that were voted in the article i have three different tools listed in here but then
I jump straight into a list of features so if i wanted to steal this snippet away from shane...
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i jump straight into a list of features so if i wanted to steal this snippet away from shane barker or website tool tester i would need to rework my article to include more tools probably a top 10 tools list above the features and then make sure those were wrapped in something like an h3 tag and once you've identified the test or changes that you can make to your article to try and steal the snippet you want to use the featured snippet template link below this video come over and then just drop in your keyword position volume and the url flag what type of snippet it is and then your strategy or the actions you're going to take to try and steal it so you can see i've got expand to include the top 10 tools in h3 tags and then also maybe reposition or create a new table of contents where each tool is an anchor and then you assign an owner and then the status of that okay let's take a look at another example for the e-commerce store beard brand now these guys were the working example from the keyword research playbook if i filter their keyword set to only show keywords ranking in the top three positions that have snippets that they don't yet
Own i can see roughly 1500 different keywords now since we know though that beardbrand...
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own i can see roughly 1500 different keywords now since we know though that beardbrand is an e-commerce store that will first want to focus on the commercial intent terms that they can monetize the quickest they'll want to surface all the product or category page opportunities first if i jump back over to their site i can see that they do house all of their products and categories under this product subfolder so in order to drill into those i would just come back over into semrush here come to the advanced filter and then i'd go include url and then containing and then i'll put forward slash products in there and apply the filter and now we've trimmed down the list to six highly valuable featured snippet opportunities to focus on now check out the first one here we've got beard wash with 4 400 monthly searches getting the snippet for this term would be extremely valuable for the company so next we'll click serp overview report button here to see what type of snippet is showing how their competition is winning the snippet and what beardbrand could do to potentially steal it from them but once we jump over we can actually see here that it is more of the best of list type blog posts that are generating
The snippets and since beardbrand has a product page there is really a misalignment in the...
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the snippets and since beardbrand has a product page there is really a misalignment in the content type that they're using to potentially steal the snippet for that term so it's probably not going to be a good one to go after at the moment with that type of content instead they would probably need to create their own best beard wash type listicle piece of content in order to more aggressively go after that snippet and it's important to note here that as you dive deeper and look at how different websites are winning the featured snippets sometimes it might not be a good fit with the type of content you currently have ranking but as we saw earlier it's often the informational how-to or comparative queries that trigger the majority of the featured snippets so maybe beardbrand would shift its attention back to the blog subfolder on its article and look for more high volume opportunities that they could steal the snippet for and then use in-content ctas and internal links to drive all that extra traffic back into their product and category pages so in this case all beard brand would need to do is come back over into semrush and next all they'll do is click the
Advanced filter and instead of including the url containing products they would...
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advanced filter and instead of including the url containing products they would instead put blogs since that's where they house all their blog content under and you can see now with this they've got about 1500 opportunities on their blog but that's a lot of opportunities to analyze so this is where now you can start to layer on additional filters around volume and even narrow down the position targeting a little bit more to trim it to a more manageable set so for example i could say okay i'm only interested in looking at the opportunities that have a minimum search volume of 500 a month which will leave me with about 71 opportunities and if i wanted to trim this down even more maybe i could change the position filter to only go positions one to two but for now i'll just leave it at 71. if i look here i can see the topic neckbeard interesting ranking in the top three positions 22 200 monthly searches so if i click the serp overview report link and you can see there's a paragraph snippet type if i open up the wikipedia link i can see that it's pulling in this snippet directly from the first sentence in this article so if i jump over and take a look at beardbrand's article one thing that they could do
Is they could define what a neckbeard is directly here in the first sentence of...
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is they could define what a neckbeard is directly here in the first sentence of their article so you can see down here they've actually started to define it but if they move that up into the first sentence that's a really quick test they could do to see if they could steal that paragraph snippet in the search results another example here in the sas space is if we look at freshbooks which they're an invoice and accounting software come down to the bottom i know that they've got this huge library of invoicing templates which drive a lot of leads so getting more featured snippet placements for them would be valuable so i come over into semrush organic research report i filter out all the keywords they're ranking the top three for that they don't have a featured snippet what i can then do since i know that template is in the url string for all of those different invoicing and accounting template pages i just do an include url containing template and now i'm left with 96 featured snippet opportunities that are all related to that invoicing template topic so if i look at the first one here landscaping invoice it's got 720 searches a month if i click on the serv overviewer link
And come in here i can see that eforms actually has the snippet...
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and come in here i can see that eforms actually has the snippet it's a paragraph snippet format but take a closer look at that i can see that it's pulling it from the what to include section and it's got a bulleted list of the items that should be included now if i come back over here and have a look at the page that freshbooks is ranking in the number one organic position one thing that i might add to this is a what to include section and then have a brief bullet list of the items that should be included in this specific landscaping invoice template to have a better chance of maybe stealing that from e-forms again a relatively quick test that they could make and for a term like that if they're able to steal the snippet it could drive a lot more eyeballs and potentially leads for the business okay so that's just a few working examples feel free to use the featured snippet template that i've provided in the link below the video as you go through and analyze your opportunities after comparing the current featured snippet to your article if you think you can actually steal that away from them identify the gaps here in the strategy column pull out any quick action items that you can take assign an owner and then add them to your semrushrank report once the
Optimizations are complete and another great feature of semrush is...
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optimizations are complete and another great feature of semrush is in the position tracking tool that they have you can easily monitor the success of your featured snippets campaign just simply come over and click the featured snippets link and then in here you're going to see the number of snippets that you're already featured in any opportunities that are out there and you're going to see this nice little trend graph that'll show hopefully the green line going up over time as you start to steal more snippets from the competitors but you can quickly toggle between the opportunities and the already featured as well as see any new snippets that your domain started ranking in the featured snippets for recently okay so just a real quick recap now the first thing you want to do is drop your domain into semrush and then filter your keyword set to only show the terms that you're ranking in the top three to five positions that you don't currently have ranking in a featured snippet you can also use the url or keyword filter to drill into the keywords that are most valuable to your business the next thing you want to do is flag the snippet type then you want to analyze the competing snippet and see if you can actually compete and steal that away and a couple things that will often cause you to disqualify a term is if you have the wrong content type or
You're unable to make the necessary formatting changes...
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you're unable to make the necessary formatting changes finally you want to sign any action items and then track performance in the semrush tracking template you

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