{"id":11289,"date":"2019-03-14T09:33:37","date_gmt":"2019-03-14T14:33:37","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=11289"},"modified":"2019-03-14T09:33:37","modified_gmt":"2019-03-14T14:33:37","slug":"voice-search-featured-snippet","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/voice-search-featured-snippet\/","title":{"rendered":"How Local Businesses Can Conquer Voice Search Through the Featured Snippet"},"content":{"rendered":"

Did you know that 80 percent of the answers that the Google Assistant gives through Google Home come from featured snippets? Last year, digital agency ROAST released a voice search ranking report that included a study detailing when the voice assistant takes information from featured snippets and when it doesn\u2019t. The results were clear: the featured snippet plays a key role in voice search<\/a> \u2013 at least when it comes to Google.<\/p>\n

\"Download<\/a><\/div>\n

If you think about it, it\u2019s only natural that Google is trying to push one of their products (the snippet) through another one of their products (the Google Assistant). But, could the significant results from ROAST\u2019s voice search ranking report mean more than just that? Could this be the beginning of an era in which the success of a local SEO strategy comes in the form of featured snippets, not from high positions in SERPs? Although we don\u2019t know that for a fact just yet, every move made by Google seems to point that way.<\/p>\n

It\u2019s more important than ever for local businesses to prepare for voice search<\/a> by getting as many featured snippets as possible. A good starting point is checking if a business is voice search-ready<\/a>. The next step is the featured snippet, which I explore below.<\/p>\n

The Coveted Featured Snippet<\/strong><\/h2>\n

Just how\u00a0<\/em>essential is position zero<\/a>? The featured snippet extracts information from a webpage and presents it in a SERP known as \u201cposition zero\u201d at the very top of the page. As position zero, the snippet is the first thing that a searcher sees after a query unless there are paid ads above it. If their query is answered by the snippet, and it usually is, then there\u2019s no need to even click through to the actual webpage.<\/p>\n

For websites that get their revenue from page visits, the rise of the featured snippet has become more than just a minor inconvenience. The snippet is hindering their income, putting them at risk of going out of business. Fortunately, this is not exactly the case for most local businesses. Most don\u2019t care about the quantity of traffic but about the quality of traffic \u2013 the type of traffic that will actually convert. Although local businesses may not see an immediate loss of revenue due to the snippet, if their content doesn\u2019t hold the coveted position zero, chances are they are losing business to the competition. Position zero can make or break a local business.<\/p>\n

Featured Snippets and Voice Search<\/strong><\/h2>\n

Featured snippets and voice search seem to have something in common: they both feed off natural language and long-tail keywords. For example, if you look for \u201cWhat is local presence management\u201d on Google, this is what comes up:<\/p>\n

\"Local<\/p>\n

If you ask the Google Assistant the exact same question, this is what comes up:<\/p>\n

\"Local<\/p>\n

Advice Local\u2019s detailed article on Local Presence Management holds position zero for the query and, as you can see, it\u2019s also the preferred response on voice search. While other websites like LSA Insider, Social Media Today and BirdEye hold positions on the first page, they\u2019re not even considered on voice search results.<\/p>\n

After the results of our little study, it becomes clear that local businesses that don\u2019t appear on position zero or the featured snippet are losing potential customers to the competition.<\/p>\n

How to Optimize Content for Voice Search and Featured Snippets<\/strong><\/h2>\n

There are certain things a local business should keep in mind when writing or optimizing content for voice search and featured snippets:<\/p>\n

Choose Wisely<\/h3>\n

The first thing a business should decide is the format of the content. There are three different types of featured snippets: paragraphs, lists and tables. Most featured snippets come in the form of a paragraph<\/a>. According to STAT, paragraph snippets amount to 81.95 percent of total snippets. Lists are in second place, with 10.77 percent of the total and table snippets are only 7.28 percent of the total snippets.<\/p>\n

Every type of content is good for something. You wouldn\u2019t want to read a recipe for braised short ribs in paragraph form, right? Choosing the right format for the content is a key part of placing in featured snippets. If the local business decides to use a paragraph, then the answer to the question asked should be clear and concise. Avoid fluff at all costs!<\/p>\n

Go Natural<\/h3>\n

We live in an era of text abbreviations. Not only classics like \u201cSr.\u201d or \u201cMrs.\u201d but also others like \u201cTTYL,\u201d \u201cIMO\u201d and \u201cLOL\u201d are seen everywhere from text messages to social media. It seems that the less we can type while conveying the same idea, the better. It\u2019s no wonder that when search engines came to exist, the world easily adapted to their keyword-centric queries. Instead of typing: \u201cHow do I unclog a toilet?\u201d a user can get the same search results by simply typing: \u201cunclog toilet.\u201d<\/p>\n

Of course, no one says \u201cTTYL\u201d or \u201cunclog toilet\u201d in real life. That doesn\u2019t sound natural. When we speak, we use full sentences and proper tone for questions or exclamations. With the rise of voice search, natural language is making a comeback. There\u2019s no typing involved in voice search, so why not ask exactly what you\u2019re looking for?<\/p>\n

Not only do voice search likes natural language and long-tail keywords, but featured snippets do as well. Using both is essential in placing in position zero for a particular query.<\/p>\n

Consider Intent<\/h3>\n

Back in 2013, Google debuted their Hummingbird algorithm<\/a>. With this update, Google focused on intent. According to the Google blog, \u201cThe Google app<\/a> is starting to truly understand the meaning of what you\u2019re asking. We can now break down a query to understand the semantics of each piece\u2026\u201d<\/p>\n

Since Google focuses on intent, local businesses should, too. If the local business\u2019 content answers the question that a searched intended<\/em>to ask, that\u2019s voice search and featured snippet gold. In order to do this, the content should be clear and give a comprehensive answer to a particular question.<\/p>\n

For example, if the local business is a bakery, maybe one of their pieces of content could be: \u201cWhat Are Good Dairy-Free Alternatives to Milk?\u201d The answer should be given in the first paragraph of the text. For example:<\/p>\n

\"Example<\/p>\n

In this particular case, the best way to answer that question was a list. That\u2019s why Google chose this particular webpage as the source for their featured snippet.<\/p>\n

As you can see in the answer, certain words are bolded within the text. Those words are known as semantic keywords. These types of keywords help add intent to the content.<\/p>\n

It\u2019s a Q&A and FAQs World<\/h3>\n

I\u2019ve already said that local businesses should focus on answering questions clearly and concisely to have a better chance of earning the coveted featured snippet. What better way to do that than through a list of questions and answers?<\/p>\n

Including long-tail queries throughout the content and giving straightforward answers is the best way to go. Although long-tail keywords may bring in less traffic because they\u2019re so niche, they will likely bring in the type of traffic that converts.<\/p>\n

Local businesses should take real-life questions and put them on paper. Do they have customers or potential clients asking particular things? Those are the type of questions that businesses should include in their list of Q&A or FAQs.<\/p>\n

Make Good Content Better<\/h3>\n

Optimizing content is not just about adding certain keywords or changing subtitles to fit the topic better. Oftentimes, optimization can come in the form of images, statistics and outside sources. Is there a better image that suits the content? Are the stats used still accurate? Is the content linked to the most up-to-date sources?<\/p>\n

Making content better for voice search and featured snippets might be as simple as making it evergreen or answering questions in the most thorough way. Local businesses should consider adding content to an already strong piece to have a chance at the position zero featured snippet.<\/p>\n

<\/div>\n
\n
How Local Businesses Can Conquer #VoiceSearch Through the Featured Snippet via @Advice_Local #SEO<\/a><\/div>\n

Click To Tweet<\/a><\/p>\n

<\/div>\n<\/div>\n

Talk to the Experts<\/strong><\/h2>\n

At the end of the day, conquering voice search and featured snippets is all about getting listed in the right places and constantly creating the kind of content that users will want to see from a local business. We do this and so much more at Advice Local! Request a demo<\/a> today to see how we can help you help your local business clients.<\/p>\n","protected":false},"excerpt":{"rendered":"

Did you know that 80 percent of the answers that the Google Assistant gives through Google Home come from featured […]<\/p>\n","protected":false},"author":1,"featured_media":11298,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[4,9],"tags":[],"class_list":["post-11289","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing","category-local-seo"],"yoast_head":"\nHow Businesses Conquer Voice Search With Featured Snippets | Advice Local<\/title>\n<meta name=\"description\" content=\"Wondering how local businesses can win in voice search? 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