Optimize for Featured Snippets

Featured snippets are the boxes that appear at the top of the search results, providing a quick answer to a user's query. They are also known as "position zero" because they rank above the first organic result. Featured snippets can help you increase your visibility, traffic, and authority on Google.

To optimize for featured snippets, you need to understand the types of queries and content that trigger them. According to Semrush, there are three main types of featured snippets: paragraphs, lists, and tables. And they are triggered by different types of queries, such as definitions, how-tos, comparisons, and more.

To optimize for featured snippets, you need to:

• Identify the keywords and topics that have featured snippet opportunities. You can use tools like Semrush's Featured Snippet Tool to find them.
• Create content that answers the query in a clear and concise way. Use headings, bullet points, tables, and other formatting elements to structure your content. Include the query or a variation of it in your content.
• Add schema markup to your content to help Google understand and display it better. Schema markup is a code that you can add to your HTML to provide additional information to search engines. You can use tools like Google's Structured Data Markup Helper to generate schema markup for your content.

For example: If you search for "how to make french toast", you will see a featured snippet with a list of ingredients and steps from Allrecipes. This is because they have optimized their content for the query, using headings, bullet points, and schema markup.

Surprise: Allrecipes gets a lot of traffic and exposure from this featured snippet, as well as other ones they have earned.

Use Schema Markup for Rich Results

Rich results are the enhanced search results that display additional information, such as images, ratings, prices, or availability. They are also known as rich snippets or rich cards. Rich results can help you stand out from the crowd, attract more clicks, and increase conversions.

To get rich results, you need to use schema markup on your content. Schema markup is a code that you can add to your HTML to provide additional information to search engines. Schema markup can help you get rich results for different types of content, such as:

• Products
• Reviews
• Recipes
• Events
• FAQs
• How-tos
• Articles
• Videos

You can use tools like Google's Structured Data Markup Helper or Semrush's Schema Markup Generator to generate schema markup for your content. You can also use Google's Rich Results Test to check if your content is eligible for rich results.

For example: If you search for "best wireless headphones", you will see rich results with images, ratings, and prices from TechRadar. This is because they have used schema markup on their product review content.

Surprise: TechRadar gets more attention and clicks from these rich results, as well as other ones they have earned.

Optimize for Voice Search

Voice search is the process of using voice commands to search for information on the internet. It's becoming increasingly popular, especially with the rise of smart speakers and voice assistants like Google Assistant, Amazon Alexa, and Apple Siri. According to Semrush, voice search accounts for 20% of all mobile searches and 25% of all searches on Windows 10 devices.

To optimize for voice search, you need to understand its differences from text search. Voice search queries are typically longer, more conversational, and question-based. Users seek quick and accurate answers rather than sifting through multiple results.

To optimize for voice search, consider the following:

• Use natural language and long-tail keywords. Utilize tools like Semrush's ‘Keyword Magic Tool’ or ‘Answer the Public’ to find voice search keywords and questions relevant to your topic.
• Optimize for featured snippets and rich results, which are often the source of voice search answers. Employ schema markup and the ‘BLUF’ approach (Bottom Line Up Front) to create content that triggers featured snippets and rich results.
• Optimize for local SEO since voice search users frequently seek local information such as directions, opening hours, or reviews. Manage your local listings and citations using tools like Semrush's ‘Listing Management Tool’ or ‘Google My Business (GMB)’.
• Optimize for mobile SEO, as voice search users commonly use mobile devices. Check and improve your site's mobile-friendliness using tools like Semrush's ‘Site Audit Tool’ or Google's ‘Mobile-Friendly Test’.

For example, if you ask Google Assistant "how to make french toast," you'll receive a voice answer sourced from the featured snippet seen earlier from Allrecipes. This is because they've optimized their content for voice search by using natural language, bullet points, and schema markup.

Surprise: Allrecipes garners more traffic and exposure from this voice search answer, as well as other earned ones.

Optimize for Core Web Vitals

Core Web Vitals are a set of metrics that measure the user experience of a web page, including loading speed, interactivity, and visual stability. They are part of Google's ‘Page Experience’ signals, which also include mobile-friendliness, HTTPS, safe browsing, and intrusive interstitials.

Optimizing ‘Core Web Vitals’ is crucial for improving user satisfaction and engagement, as they are important ranking factors for Google.

To optimize for Core Web Vitals, you need to focus on improving three key metrics:

1. Largest Contentful Paint (LCP): This measures how long it takes for the largest content element on a page to load.
   • Reduce server response times.
   • Optimize and compress images.
   • Implement lazy loading.
2. Cumulative Layout Shift (CLS): This measures how much a page’s layout shifts unexpectedly as it loads.
   • Provide proper dimensions for images and embeds.
   • Limit the number of HTTP requests.
3. First Input Delay (FID): This measures how long it takes for the browser to respond to a user’s first interaction with a page.
   • Reduce Javascript execution.

Implementing a caching solution can also help improve your Core Web Vitals. These optimizations not only enhance your website's performance but also improve the overall user experience.

Optimize for Semantic Search

Semantic search focuses on understanding the intent and context of user queries, rather than just matching keywords. To optimize for semantic search:

1. Use natural language and long-tail keywords in your content.
2. Create comprehensive content that answers user queries clearly.
3. Add structured data using schema markup.
4. Utilize natural language processing tools to analyze and optimize content.
5. Optimize entities related to your content.

Example: If you search for "who is the president of the United States", Google provides a knowledge panel with relevant information, demonstrating semantic search in action.

Optimize for Video Search

Video search involves using video content to rank on search engines. To optimize for video search:

1. Perform keyword research to find relevant topics.
2. Create engaging video content that addresses user queries.
3. Optimize video title, description, tags, and thumbnails.
4. Promote videos on social media and other platforms.

Example: Tasty ranks first on YouTube for "how to make french toast" due to effective video optimization and promotion.

Optimize for E-A-T

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It is a concept that Google uses to evaluate the quality and credibility of a website and its content. E-A-T is especially important for websites that fall under the category of Your Money or Your Life (YMYL), which are websites that can affect the user's health, happiness, safety, or financial stability. E-A-T is also a ranking factor for Google, as it affects the user's satisfaction and confidence.

To optimize for E-A-T, you need to demonstrate your expertise, authority, and trustworthiness on your website and your content. You also need to get positive reviews, ratings, and feedback from your customers and users. And you need to avoid any negative signals, such as spam, malware, or low-quality content.

To optimize for E-A-T, you need to:

1. Create high-quality and relevant content that provides value to your audience. Use your knowledge, skills, and experience to create content that answers the user's query in a clear and comprehensive way. Use credible sources, data, and facts to support your claims and arguments. Update your content regularly to keep it fresh and accurate.
2. Display your credentials and qualifications on your website and your content. Use your real name, photo, and bio to show who you are and what you do. Include your education, certifications, awards, and achievements to show your expertise and authority. Link to your social media profiles, portfolio, or other websites to show your online presence and reputation.
3. Build your online reputation and authority by getting positive reviews, ratings, and feedback from your customers and users. Encourage your customers to leave reviews on platforms like Google My Business, Trustpilot, or Yelp. Respond to your reviews, both positive and negative, in a polite and professional way. Showcase your testimonials, case studies, and success stories on your website and your content.
4. Avoid any negative signals that can harm your E-A-T, such as spam, malware, or low-quality content. Use tools like Semrush's Site Audit Tool or Google's Search Console to check and fix any issues on your website, such as broken links, duplicate content, or security errors. Follow Google's Webmaster Guidelines and Quality Rater Guidelines to ensure your website and content meet Google's standards and expectations.

For example: If you search for "best wireless headphones", you will see a result from Wirecutter, which is a website that provides expert reviews and recommendations for various products. This is because they have optimized their website and content for E-A-T, using their expertise, authority, and trustworthiness to provide high-quality and relevant content.

For instance: Wirecutter

Wirecutter ranks high on Google for the query "best wireless headphones", thanks to their E-A-T optimization.

Optimize for Mobile Search

Mobile search is the process of using mobile devices, such as smartphones or tablets, to search for information on the internet. Mobile search is becoming more dominant, as users are using more mobile devices to access the internet, especially on the go. According to Semrush, mobile devices account for 55% of all web traffic and 61% of all Google searches.

To optimize for mobile search, you need to create a mobile-friendly and responsive website that provides a fast and smooth user experience on any device.

You also need to optimize your content, design, and features for mobile users, who have different needs and behaviors than desktop users. And you need to use mobile SEO best practices, such as AMP, PWA, and app indexing, to improve your visibility and performance on mobile search.

To optimize for mobile search, you need to:

1. Create a mobile-friendly and responsive website that adapts to any screen size and orientation. Use tools like Semrush’s Site Audit Tool or Google’s Mobile-Friendly Test to check and improve your site’s mobile-friendliness. Fix any issues, such as slow loading speed, poor layout, or broken links, that can affect your mobile user experience.
2. Optimize your content, design, and features for mobile users, who have different needs and behaviors than desktop users. For example: Use shorter paragraphs, bullet points, and headings to make your content easier to read and scan. Use clear and concise language to convey your message and value proposition. Use images, videos, and other visuals to enhance your content and appeal to your audience. Use buttons, menus, and forms that are easy to tap and fill out. Use voice search, geolocation, and personalization to provide relevant and customized information and solutions.
3. Use mobile SEO best practices, such as AMP, PWA, and app indexing, to improve your visibility and performance on mobile search. For example: AMP (Accelerated Mobile Pages) are web pages that load faster and use less data on mobile devices. PWA (Progressive Web Apps) are web applications that provide app-like features and functionality on mobile devices. App indexing is the process of making your app content searchable and accessible on Google. You can use tools like Google’s AMP Test, Google’s Lighthouse, and Google’s Firebase App Indexing to implement and optimize these mobile SEO techniques.

For example: If you search for “best wireless headphones” on your mobile device, you will see a result from CNET that uses AMP, PWA, and app indexing. This is because they have optimized their website and content for mobile search, using mobile-friendly design, fast loading speed, and app-like features.

Example: CNET

CNET ranks high on mobile search for the query “best wireless headphones”, thanks to their mobile optimization.