How we got a Featured Snippet and Rank in Position Zero for an eCommerce client
One of our recent achievements as a digital strategy agency is getting a Featured Snippet and Rank in Position Zero for our eCommerce DTC bathroom appliances client. Not easy feat for a new brand entering the US market!
What is a featured snippet?
Featured snippets are the informational content that shows up in Google’s SERPs immediately after the ads and sponsored posts (if available). Google shows what it considers high-quality content in this space because it’s focused on fulfilling user intent.
How did we achieve this?
We researched questions around the specific luxury appliances products that our client sells online - it was important that the title and the blog post content was addressing a specific question as that is necessary for Google’s Featured Snippet criteria.
We utilised the website , Answer The Public, as it is a great way to find questions your customer segment might be asking. Hence fulfilling user intent.
We knew high quality content was crucial. Google is becoming increasingly ‘fussy’ when it comes to content. So we hired a former BuzzFeed writer for this piece of content who understood the importance of writing for readers first, and Google second. The article was entertaining, and both enjoyable and easy to read.
The article was in-depth (just under 800 words), covered the topic and question in detail, yet was also humorous with pop culture references.
We were pleased with our final result and it seems Google agrees! Something to note though, the article started ranking zero only in January 2021 yet it was written and published in July 2020. It takes time to see the results of a smart content strategy.