The Power of “Is”: A Featured Snippet Case Study

I’m not an artistic researcher, yet I trust it was Hamlet that said “to have a featured snippet or not to have a featured snippet?” Ever since featured snippets went onto the scene, locales have been attempting to make sure about them.

My group and I needed to partake in this rage. All through our excursion of examination, testing, disappointment, and achievement, we discovered some intriguing snippets of data that we needed to impart to the network. I’ll walk you through what we did and show you some of our outcomes (however can’t share traffic numbers).

It was Britney Muller’s online course on Feature Snippet Essentials and the arrival of the featured snippets cheat sheet that propelled me to catch what we’ve realized.

What are featured snippets?

A featured snippet is the case that shows up at the highest point of the item page that gives data to briefly and precisely answer your inquiry and refers to a site.

Why are featured snippets significant?

A featured snippet is significant on the grounds that it speaks to an extra SERP highlight that you can make sure about. Normally situated at the highest point of the outcomes page, featured snippets offer you more prominent perceivability to searchers and can support brand acknowledgment.

Our featured snippet plan of assault

  1. Exploration, examination, and more exploration on how to pull this off
  2. Distinguish keywords we needed to target
  3. Change how we organized our on-page content
  4. Measure, test, and rehash the procedure
  1. Examination, exploration, and more exploration

We invested a lot of energy investigating featured snippets. We took a gander at various approaches to discover featured snippet openings and explored how to improve our content for them. We likewise proceeded to see Kellie Gibson talk on featured snippets instability.

Did we execute everything from what we realized during this revelation stage into our featured snippet procedure? No. Is it true that we are immaculate at it now following 18 months of rehearsing this? No, no, no. We are showing signs of improvement at it, however.

  1. Distinguish keywords we needed to target

We initially began concentrating on large “head” keywords. These spoke to terms that had uncertain searcher purpose. The main head term that we concentrated on was HRIS. It represents Human Resources Information System — attractive, correct?

Note: Looking back on this, I wish we had concentrated on longer tail keywords when testing out this procedure. It’s conceivable we could have refined our procedure quicker concentrating on long tail keywords rather than the huge head terms.

  1. Change how we structure our on-page content

We worked intimately with our composing group to refresh how we spread out content on our blog. We changed how we utilized H2s, H3s (we really utilized them currently!), records, etc to help make our content simpler to peruse for the two clients and robots.

In the greater part of the content where we’re attempting to rank for a featured snippet, we have a H2 as an inquiry. Following the H2, we attempt and answer that question. We’ve seen this as profoundly effective (see pictures later on in the post). I wish I could state that we took in this strategy on our first attempt, yet it took a while before this occurred to us.

  1. Measure, test, and rehash

The principal blog entry that we gave this a shot on was our “What is a HRIS” article. By and large, this post was a triumph, it positioned for the head term that we were going for (HRIS), yet we didn’t win a featured snippet. We considered it a slight disappointment and returned to work.

This is the place the fun began.

Featured snippet triumphs

We found a featured snippet trigger that we could gain by — mostly unintentionally. What right?

Truly. That was it. Just by adding that to some of our content, we began to get featured snippets. We began to do it more and that’s only the tip of the iceberg, and we were winning more and more featured snippets! I trust it was this key HR model that educated us onto the “is” trigger.

So we kept it up.

What did we realize?

I need to introduce this by saying that the entirety of this is narrative proof. We haven’t took a gander at a few million URLs, run it through any extravagant calculating, or had an analyst take a gander at the information. These are only a couple of models that we’ve seen that, when rehashed, have worked for us.

  1. Blog/HR glossary – We found that it was simpler for us to increase featured snippets from our blog or our glossary pages. It appeared regardless of what advancements that we made on the item page, we couldn’t get it going.
  2. Is – No, not the comedian from the Stephen King epic. “Is” appeared to be the large trigger word for winning featured snippets. During our review, we found some instances of rundown featured snippets, however the dominant part were sections and the trigger word was “is.”
  3. Definitions – We saw that meanings of the head term we were attempting to go for was typically what got the definition. Our on-page duplicate would have the H2 with the catchphrase (for example What is Employee Orientation?) and afterward the section duplicate would address that question.
  4. Refreshing old posts – One astonishing thing we learned is that when we returned to old posts and had a go at including the “is” trigger word, we didn’t see a change — regardless of whether we included a decent measure of new content to the page. We were just ready to get featured snippets with new content that we made. Additionally, when we refreshed a lot of content on a couple of pages that had featured snippets, we lost them. We made a point to not contact the segments of the page that the snippet was pulling from, however we despite everything lost the snippet (some have returned, yet some are as yet gone).


A couple of conclusive things to note:

  1. Initially, while these models are narrative, I believe that they show some practices that anybody needing to catch featured snippets can do.
  2. Second, this was procedure was over a 12–multi month time span we’re despite everything advancing what we believe is the most ideal path for us and our content group.
  3. Third, we had a ton of disappointments with this. I showed you one model, however we’ve had some (short-structure content, long-structure content, glossary terms, blog entries, and so forth.) that didn’t work. We simply continued estimating, testing, and improving.
  4. Finally, I have to give a holler to our composing group. We enormously disturbed their procedure with this and they have been remarkable to work with (successful interdepartmental connections are critical for any SEO venture).

Tell me what’s worked for you or in the event that you have any inquiries by leaving a remark down underneath.

Note: On January 23, 2020 Google declared that featured snippets would never again be recorded twice on the main page. For more data, you can look at this string from Google Search Liaison. This may change how important featured snippets are to organizations and the measure of snaps a posting gets. Before you begin to freeze, recollect it will be imperative to watch and measure how this influences your site before doing anything intense. On the off chance that you do choose to go atomic and to expel your featured snippets from the outcomes, look at this documentation.

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