Google search results typically show a few lines of text that describe the content on a web page. These descriptions, also known as snippets, are designed to provide users with an idea of what they can expect to find on a particular page. As a website owner or blogger, it’s important to have your content appear in these snippets.
“Snippets appear on page one of Google and above organic listings,” said Paul Dughi, CEO at StrongerContent.com. “So, if you can grab the snippet, you get broad exposure.”
Understanding Google Snippets
A Google snippet is a brief summary of a web page’s content that appears beneath the page title in the search results. The snippet includes the page title, URL, and a description of the page’s content. The aim of the snippet is to give users an idea of what they can expect to find on a particular page.
The snippet is generated by Google’s algorithm, which scans the content of the page and selects the most relevant information to display. There are several factors that Google considers when generating a snippet, including the relevance of the content, the length of the content, and the use of keywords.
“One technique that seems to work well is to pose a question that searchers would ask in a header and then provide a succinct answer immediately afterwards,” said Dughi. “Google seems to favor short, clear descriptions and itemized list that provide step-by-step answers, especially for ‘how to’ topics.”
Here’s an example. Written originally in 2019, this article from Smart Bug Media continue to show as the featured Snippet for this topic.
“Another strategy is to include FAQs in your content or as a separate page,” said Dughi. “FAQ pages are great for answering questions, such as what is, why is, or how for less complicated topics.”
Here’s an example where Lowe’s grabbed the featured snippet with a video.
How to Get the Google Snippet
Write High-Quality Content
The first step to getting the Google snippet is to write high-quality content. Google’s algorithm is designed to recognize and reward high-quality content that is relevant to the user’s search query. When writing content, make sure it is well-written, informative, and engaging. Use subheadings to break up the content, and include images and videos to make the content more visually appealing.
Example:
One website that consistently appears in Google snippets is Search Engine Journal, which writes on a variety of digital marketing topics. The content is well-written, informative, and engaging, and often includes images and videos to make the content more visually appealing.
Use Structured Data
Structured data is a way of organizing information on a web page so that it is easier for search engines to understand. Structured data can be used to mark up information such as product reviews, recipes, and events. When structured data is used on a web page, it can help Google to understand the content more easily and generate a more informative snippet.
Example:
Allrecipes.com provides a wealth of recipes and uses structured data consistently to mark up the ingredients, cooking time, and nutritional information. This makes it easier for Google to understand the content and generate a more informative snippet.
Use Descriptive Meta Tags
Meta tags are HTML tags that provide information about a web page to search engines. The most important meta tag is the title tag, which provides the title of the page. The description meta tag provides a brief description of the page’s content. When writing meta tags, make sure they are descriptive and accurately reflect the content of the page.
Example:
TripAdvisor provides information on hotels, flights, and restaurants. The meta tags accurately reflect the content of the page and provide a brief summary of the information that can be found on the page.
Use Header Tags
Header tags, such as H1, H2, and H3, are used to indicate the headings and subheadings of a web page. Header tags help to organize the content of a web page and make it easier for users to read. They also help Google to understand the structure of the content and generate a more informative snippet.
Example:
One website that uses header tags effectively to get the Google snippet is FierceTelecom.com. The content is well-organized, with clear headings and subheadings to make it easy to find key information.
Optimize for Keywords
Keywords are words or phrases that people use to search for information on the internet. When optimizing your content for keywords, make sure to use them naturally throughout the content. This will help Google to understand the topic of your page and generate a more informative snippet.
Example:
WebMD provides information on a variety of health topics and uses relevant keywords throughout the content to help Google understand the topic of the page.
Use Bulleted or Numbered Lists
Bulleted or numbered lists can be used to break up long blocks of text and make content easier to read. They can also help Google to generate a more informative snippet by highlighting the most important points of the content.
Example:
CNet provides reviews and comparisons of technology products and uses bulleted lists to highlight the key features and benefits of each product.
Use Relevant Images
Images can make content more visually appealing and help to break up long blocks of text. They can also help Google to generate a more informative snippet by providing context to the content.
Example:
NationalGeographic.com provides high-quality images and articles on a variety of topics, including nature, science, and travel. The images help to provide context to the content and make it more visually appealing.
Drive Traffic, Improve Visibility
Getting the Google snippet can help to drive traffic to your website and increase visibility on search engines. By following the tips outlined in this article, you can increase the chances of your content appearing in the Google snippet.
IMAGES: Screen grabs from Google 3.6.2023