Data-backed insights on highlighted snippet optimization
Around one-fifth of all keywords set off a highlighted snippet
99 percent of all featured bits tend to appear within the very first organic position and take over 50% of the screen on mobile devices, driving higher-than-average click-through rates (CTR).
The secret to featured bit optimization depends on a few specific locations: long-tail- and question-like keyword technique, date significant material that comes at the ideal length and format, and a succinct URL structure.
Google has actually constantly been quite hazy on any information about winning highlighted bits. This was the case when they were first introduced, making them something companies considered to be the cherry on top of their SEO efforts, which is still largely the case. Having first-hand understanding about the value and power of featured bits, Brado partnered with Semrush to perform the most comprehensive research around included snippet optimization to reveal how they actually work, and what you can do to win them.
Exposing the highlights from a Featured snippets research study that evaluated over a million SERPs with highlighted snippets present, this post unwraps actionable tips on amping up your optimization technique to lastly win that Google prize.
General patterns across the featured snippet landscape.
With billions of search questions run through the Google search box every day, our study found that around 19 percent of keywords trigger a highlighted bit. Why does this even matter? Featured bits are understood to drive higher CTR-- as another study discovered, they are accountable for over 35 percent of all clicks.
More proving the tremendous power of highlighted snippets, our research study showed that they take up over half of the SERP's realty on mobile screens.
Combine this with Additional info our findings that 99 percent of the time featured snippets take control of the very first organic position, and that they are in most cases triggered by long-tail keywords (indicating particular user intent), and you'll get the factor behind exceptionally high CTR numbers.
Are some markets most likely to set off featured snippets?
In the research study, we defined markets by keyword classifications, finding that, undoubtedly, included bit volume is inconsistent across numerous sections.
The leading market, seeing an included snippet in 62 percent of all cases, is Travel and Computer & Electronics, followed by Arts & Home entertainment (59 percent), and Science (54 percent), while Realty keywords drag all the rest with only 11 percent of keywords triggering an included snippet.
included snippet optimization insights on keyword classifications that trigger.
Yet on a domain level, the industry breakdown varies slightly, with Health and News websites having equivalent highlighted snippet volumes.
You can find the complete industry breakdown within the research study.
Featured bits are everything about earns, not wins.
Just hoping your material will win you an included bit isn't enough-- as our study revealed, it's all about hard-earned material optimization outcomes.
1. Enhance for long-tail keywords and concerns.
When it comes to optimization and keywords, use 'the more the better' reasoning.
Our research study found that 55.5 percent of featured snippets were activated by 10-word keywords, while single-word ones just showed up 4.3 percent of the time.
One thing even better than long-tails is concerns. In reality, 29 percent of keywords setting off an included bit begin with question words-- "why" (78 percent), "can" (72 percent), "do" (67 percent), and in the fewest cases, "where" (19 percent).
included bit optimization insights on concern keywords that activate.
2. Use the ideal material length and format.
The SERPs we analyzed included four types of highlighted bit: paragraphs, lists, tables, and videos:.
70 percent of the results revealed paragraphs, with an average of 42 words and 249 characters.
Lists came in as the second-most-frequent featured snippet (19 percent), with approximately 6 item counts and 44 words.
Tables (6 percent) generally featured five rows and 2 columns.
Videos, whose average duration stood at 6:39 mins, showed up in just 4.6 percent of all cases.
Obviously, don't blindly follow this information as the golden rule, rather see it as a great starting point for featured-snippet-minded content optimization.
Plus, bear in mind that content quality always dominates amount, so if you have a high-performing piece that includes a 10-row table, Google will simply suffice down, showing the blue "More rows" link, which can even improve your CTR.
3. Do not overcomplicate your URL structure.
As it turns out, URL length matters in Google's choice of a site that should have a highlighted snippet. Try to adhere to neat site architecture, with 1-3 subfolders per URL, and you'll be more likely to win.
Just for referral, here is an example of a URL with 3 subfolders:.
xyz.com/subfolder1/subfolder2/subfolder3.
4. Make frequent content updates.
In the "to include or not to include a post date" dilemma, based on our featured bit analysis, we 'd suggest that you publish date-marked material.
The majority of Google's highlighted snippets consist of an article date, with the following breakdown: 47 percent of list-type highlighted snippets originate from date-marked material, paragraphs-- 44 percent, videos-- 20 percent, and tables-- 19 percent of the time.
While fresh-out-of-the-oven content can be favored by Google, 70 percent of all content making it into the included bit was anywhere from 2 to 3 years old (2018, 2019, 2020), implying when again that content quality matters more than recency, so you shouldn't fret that putting a date on it will work against you.