July 24

The Weekly Briefing: Optimizing Your Content for Google Featured Snippets

Developer Zac Forsman and Copywriter Hannah Scherrer discussed Google’s Featured Snippets in search…

Google has sought to enhance the user experience with featured snippets, something that showcases bits of content from websites directly within search results – helping answer search queries without forcing users to actually click on website links and dig through content. For example, if I type in “how to reboot iPad,” Google will display a three step how-to snippet from the Apple-focused tech site iMore. Of course, there are other sites that offer similar directions on how to reboot an iPad, but how does Google determine which site to take a snippet from?

In a post appearing on Search Engine Land, Stone Temple Consulting CEO Eric Enge examines the issue – discussing specifics on how companies can get their content featured as Google snippets. In essence, Enge suggests identifying common questions of potential customers, providing direct answers that add additional value beyond the simple query, and making it easy for Google to find the webpage.

Content Marketing Strategist Angela Sanders discussed how Google search suggestions can be utilized to examine how the world thinks differently…

Cost obsessions around the world vary greatly, something contracting-friendly website Fixr found out after using Google’s autocomplete function to examine the issue. For example, Fixr typed in “how much does a * cost in _______” for each country to determine what products/services likely get the most searches. Results were organized into a map. In the U.S., the most searched was “patent” while just below in Mexico, “tummy tuck” took the #1 spot. The most fascinating? That prize would have to go to Russia where majority of searches revolved around how much it costs “to fly a mig.”

Digital Marketing Intern Giulia Imholte discussed local SEO strategy techniques…

Consumer demand for all things local continues to rise – something that makes it increasingly important for companies to optimize using proven local SEO strategies. In a report appearing on Search Engine Land, Local Search Association VP of Public Policy Wesley Young lays out some steps for how companies can use what consumers want to boost these efforts – including highlighting what consumers value about local businesses, asking customers to write reviews, updating websites in form and content, utilizing offers/deals for price competition, and communicating through customers via email.

Manager of Search Marketing Dan Polhamer discussed how websites should deal with “ROT” Content…

Without a doubt, having content that’s redundant, outdated, and trivial hurts the user experience – something that’s been described as “ROT”. Far too many websites still have this problem and believe it or not, overcoming it can be exhausting. So what’s the best approach? In a post appearing on Smashing Magazine, Digital Adaptation author Paul Boag suggests the following: Start from scratch by identifying user needs, delete those easy to spot products and services you don’t have anymore, archive content, establish a policy for reviewing content, and set criteria to effectively asses content value.