Earning the top spot on Google is no easy task. In fact, it has gotten even more difficult over the last decade or so. Everyone is online in today’s market, so competition is high, and space on the first page of Google search results is limited. You can, of course, pay your way to the top with PPC advertising, but that can drain your marketing budget quickly. There is an additional way to rank #1 on Google, outside of PPC or traditional SEO, and it is through featured snippets. These blocks of highlighted text appear above conventional results, and have the following characteristics:
- Asks / Answers Question
- Appears as Block of Text
- Provides Summary of Answer
- Relevant to Search Query
In contrast to rich snippets, there is no way to “mark” your page to be featured as a snippet. Instead, Google programatically determines which pages are featured, and extracts the corresponding text to be featured above standard organic results. Since featured snippets must be earned, there are several steps web developers can take to improve the chances of this happening. Following standard SEO protocol is always recommended, and will only help your cause. Call (800) 353-5758 for roofer featured snippets optimization.
How Roofing Companies Can Answer Search Queries
To put your website in position to earn a featured snippet, content should answer common questions asked in the roofing industry. Users regularly type search queries in the form of a question (who, what, where, when, why) in hopes of finding an answer quickly. There are several resources roofers can consult to study popular questions in the industry. Some of these resources include:
- Frequently Asked Questions: Common questions from customers about your services
- Industry Knowledge: Topical subjects you are aware of from your industry expertise
- Keyword Research: Measuring the search volume of queries with Keyword Research Tools
- Market Inefficiencies: Measuring the competition level for question-based search queries
After constructing a list of relevant search queries, roofing companies can begin drafting web pages that provide answers to these questions. A visually appealing way to answer these quires is by asking the question as a header (H1 or H2) and answering the question underneath (bullet points, numbered lists, paragraphs). Be careful not to abuse this technique however, as Google guards against any manipulation of search engines.
Unique Content Approaches For Roofers
Most roofing companies have read about the impact and affordability of content marketing but few understand the potential financial incentive of featured snippets. These snippets of text effectively act as the top organic ranking, and pull in traffic at equivalent, if not higher, rates. Research shows that the majority of pages chosen for snippets already rank in the top 10 for the corresponding keyword. With this in mind, having a solid SEO foundation sets the stage for content enhancement.
On page optimization can sometimes be a glass ceiling. As well as your page is optimized, you still may not have the links to surpass a worse page, with better link associations. Featured snippets provide another route to the top, and depend more significantly on optimization. By rewarding the best answer to a popular search question, the playing field is evened for websites with less links. Call (800) 353-5758 for roofer featured snippets optimization.