Appearing as a featured snippet – also called the “zero position” – ensures excellent visibility since the answer appears in a block at the top of Google search results. What are the lines of work to follow to reach this 0 position? Here are our tips for getting your content to appear at the top of the SERP.
How to write content to appear as a featured snippet?
Before explaining in detail the key points to work on to appear in a featured snippet, here is a summary of the tips:
- Use an H2 “What is that…?”
- summarize your subject in two or three sentences;
- construct sentences simply, with the verb “to be”;
- adapt its content to the format already proposed in position 0;
- do not include a brand name;
- Do not use the pronouns “I” and “we”.
Now let’s come back to the rules to follow when writing your content to claim to appear in position.
What is a featured snippet?
A featured snippet is a brief summary of an answer to a question frequently asked by Internet users. Extracted from a site, the featured snippet appears in a separate block at the top of the classic search results page with a link to the site in question.
First rule to follow to maximize your chances of appearing as a featured snippet: use the question “What is …” in your Hen tags. It’s the famous “What is…?”In English.
Indeed, to maximize your chances of appearing as a featured snippet – which Google calls optimized snippets in French – you must look for a place in your content to integrate an Hen tag containing the formula “What is …” It could be for example “What is a featured snippet ?” “, If you write content on the topic, or” What is a black hole? Or “What is loop quantum gravity?” “.
This “What…” tag sends a strong signal to Google to make it understand that the text that could be used in position zero is right there, in front of its eyes? An excellent illustration of the role of your “What…” tag: to make big signs to Google to help it find what it is looking for and to make it appear in position zero.
Very often, pages that appear in position zero (P0) begin by asking this question. The H2 containing the phrase “What…” even appears at the start of the content. Integrating it just below the introductory paragraph – or chap – therefore seems to be the best option to put the odds in your favor.
Summarize your subject in two or three sentences
Knowing how to summarize your subject in two or three sentences maximum is also a key element in claiming position zero. It is certainly the most important rule. However, it is not necessarily the easiest to follow because sometimes the subject is much too complex to be summarized in two lines. Remember the example on loop quantum gravity!
The snippets featured are designed to give more information in a few words. You must therefore be able to describe the subject as completely as possible in just two or three sentences. In other words, you have to be concise. In summary, to succeed in the exercise:
- the first sentence defines the subject;
- The second and third sentences provide some important information on the subject.
You have to get straight to the point, be concise and precise at least in part of your page (the rest of the content must respond to other points). It is a difficult exercise but succeeding it will allow you to maximize your chances of appearing in P0.
Construct sentences with the verb “to be”
Even if lovers of the French language may find it quite poor from a linguistic point of view, it is clear that the content that appears in position zero uses the verb “to be” a lot.
If it appears almost systematically, it is because it acts as a trigger allowing Google to find the relevant snippet to appear in a featured snippet. Ideally, the first sentence of your content should therefore contain the verb “to be”. A bit restrictive, of course, but it allows you to get to the point.
However, the other action verbs also work if the context does not allow you to provide an effective response with the verb to be.
The simple happiness of seeing its contents in zero position
Adapt your content to the format already offered as a featured snippet
If you are about to write a content, and while doing research you find that an excerpt responding to your request is put forward in position zero, you will have to model yourself on this content.
If the content in P0 appears as a paragraph, bulleted list, or table, use this format as a guide. Depending on the type of featured snippet, you will need to add a table, a list, or work your summary in your own content to claim to appear in position zero.
We see here appearing a paragraph-type featured snippet in position zero. For example, if you want to write content on how to do push-ups, with regard to this featured snippet , it is better to offer a numbered bulleted list to claim the P0.If you are writing interest rate content, in light of this featured snippet , offer a table in your content instead.
Do not include the brand name
This rule can seem frustrating when writing for your brand by wiki page creator, but not respecting it could result in the ineligibility of your content to appear in position 0. Why? Quite simply because the extract optimized by Google is intended to provide precise and neutral information to the Internet user.
Let’s take an example: if you want to repaint your living room, and you’re looking for “How to repaint a wall?” », You want to know the steps to follow and the tools and products to buy. Knowing that this or that brand is selling them is not the immediate priority. This is why you should not put the name of your brand if you are aiming for position 0.
On the other hand, for all trademark requests, including it is almost a prerequisite!
Do not speak in the first person
No “I”, no “we”. The rule here is much easier to respect. The idea is quite simply to avoid the use of the first person singular and plural pronouns in order to give a general answer. To do this, it is therefore better to favor neutrality, with verbs in the infinitive or imperative, for example.
Edit 04/07: As you will have understood, optimizing content to appear as a featured snippet is a combination of multiple criteria that it is difficult to summarize in a single article (in the same way that it would be pointless to want to present way completes all SEO criteria).
What we would like to share with you via this article and the associated infographic are avenues of work that we believe are relevant to test. Because that’s what it is all about: testing optimizations and learning from your data to gradually get closer to P0.