What is a Google featured snippet?

When you use Google to search for something, sometimes Google displays what they call a featured snippet. According to Google, “this featured snippet block includes a summary of the answer, extracted from a webpage, plus a link to the page, the page title and URL.” A featured snippet looks like this:

10 most common native tree species in the U.S.

As you can see from this, Google’s featured snippet isn’t perfect. My question pertained just to the North East and only asked for the three most common trees. However, the point of the Google’s featured snippets is to provide the best answer to a user’s questions. Google will display what they believe to be the best answer to the question, and they will feature this in a section above the ads and above the organic search results. Sometimes this will be a paragraph, or a list, or a table.

These snippets provide enormous opportunities for marketers. Businesses with a featured snippet:

  • Increase brand visibilty
  • Increase website traffic
  • Increase the click-through-rate of the web page that answers the posed question
  • Increases and reinforces authority and credibility
  • Improves exposure on mobile devices – this is what appears in voice-activities inquiries

 

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