Voice Search and How It Influences Featured Snippets
Having featured snippets have grown in popularity because they are simple to scan and have the ability to provide a trusted answer without even having to leave the search results page for their query. Having featured snippet also makes you stand out for digital assistants as it provides search questions with a simple answer that could easily be read out loud. This means that if your pages are in featured snippets often you have a better chance at grabbing valuable voice search traffic.
Optimize Your Page for Featured Snippets
It’s far easier for us to alter the way that we write versus the way that we speak. When search engines first came along, users would write truncated in robotic sounding sentences so that they could be easily read by search engines. For example, a question could be phrased out loud as “What is the criminal trial process in California?” would be typed into a search engine as “criminal trial process in California”.
This way of eliminating extra words such as “what”. “is”, and “for” is much more difficult to do when we speak naturally. Nowadays many users are relying on voice searches through digital assistants and search engine optimists are beginning to adapt and optimize their content for these long-tail keywords.
Recent research by Moz has shown that the term “how” appears more than any other word in searches that returned a featured snippet, followed by “does”. “to”, “much”, “what” and “is”. That means that featured snippets are being returned for searches that are closer to how users actually speak and optimizing keywords for these longer and more natural sounding phrases could put you ahead of the competition in securing featured snippets like the one below.
Format your Content to Appeal to Featured Snippets
The words “best” and “how to” return more featured snippets than anything else and content that put into lists dominate the majority of featured snippets over paragraphs and tables. Lists are quick, easy to follow and deliver quality information without fluff. With this information, we can focus on formatting our “best” and “how to” content into lists to have the best chance of appearing in featured snippets and in voice searches.
Start Tracking Voice Friendly Snippets
Create a newly modified list of keywords that will sound more natural when spoken out loud and introduce them to your content. Tracking your new set of keywords could help provide some valuable information on your potential for ranking in featured snippets and help make your website competitive in this new age of voice search on smart devices. If you need help tracking new keywords and optimizing your pages for featured snippets, call a professional SEO company. Most SEO companies will manage your content and keyword tracking for you which frees you up to focus on running your business.
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