In this guide we will be outlining the six essential steps you need to take in order to steal your competitors featured snippet and gain the coveted spot zero in Google organic rankings.
Your primary keyword does not have to be ranking in the first spot of Google. There are many cases where featured snippets are acquired even when the page is ranking in the 4-10 spot, but you are more likely to take over a featured snippet if you have a higher ranking page. Specifically for healthcare marketing, a great example of a primary keyword with a featured snippet is “Benefits of Bariatric surgery Baltimore”
One of the most important aspects of trying to acquire a featured snippet is the way you structure your content. When trying to acquire a featured snippet you must format your content exactly like the current featured snippet. If the current featured snippet is a list snippet using bullet points you must use bullet points. Because Google’s algorithm already qualifies that format as a featured snippet you must use the same format.
Once you have correctly formatted your page you need to add structured data that further enhances your content. If the current competitor does not use structured data this will automatically give you a step above them. Before adding structured data enter in the current competitors url that has the featured snippet into Google’s Structured Data Testing Tool so you can see how and what your competitors are marking on their page.
Another way to organize your page is to add multiple headers to make it easy for Google to scan your page and find the answer that needs displayed in the featured snippet. The best headers to use are H1 and H2 but using multiple headers that contain the key question being asked and the primary keyword will help get you closer to obtaining a featured snippet.
Adding relevant images to your web page is critical to obtaining a featured snippet. You want to have 2-5 images overall and make sure you are adding the correct image alt tags. For maximum effectiveness you should add a landscape image directly under the content you wish to be the featured snippet. The healthcare marketing example below shows a great image for “Benefits of Robotic Surgery”.
When updating your content for the featured snippet make sure to include synonyms of your primary keyword. One way to optimize your content is to write it using the “people always ask” questions below the featured snippet (see image below). By looking at the questions people are already asking you can find other featured snippet opportunities and increase the amount of synonyms in your content.
Once your page has been successfully optimized for a featured snippet you will want to continue to search for other opportunities and keep an eye on the featured snippets you want to take as Google is always searching for better content and you may have to add more keywords and continue to structure until you finally achieve victory.
Below we have outlined more details on featured snippets and have provided multiple resources that will help you find multiple featured snippet opportunities for your website.
According to SEMRush the following keywords are the most common when it comes to featured snippets. View the full breakdown by SEMRush here.
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