How to attract new leads and increase your conversion rate by winning featured snippets – WAU
If you work in digital marketing, or have a profitable blog, one of your main challenges is certainly to increase your conversion rate. And it really is not an easy task. So much so that we turn WAU blogs into true laboratories, making frequent tests to see which new strategies work. In this article, I will […]
If you work in digital marketing, or have a profitable blog, one of your main challenges is certainly to increase your conversion rate. And it really is not an easy task.
So much so that we turn WAU blogs into true laboratories, making frequent tests to see which new strategies work.
In this article, I will tell you about a method that we used in the Websites Are Us Community and that ended up becoming a true success story.
To be able to reproduce the practice I am going to teach you, you only need to have one post on the first page of SERP.
Want to understand better? Let’s go then:
Understand what featured snippets are
If you are not already familiar with the term, no problem. I’ll explain it to you now.
When searching Google for “pronouns”, for example, you will see the following results page:
The featured snippet is the answer box shown in the image above and it has the following purpose: to present the user with the best possible answer, by Google standards.
And don’t worry, because in this article, I’ll go over the best practices to optimize your article and make the search engine understand that your content provides the best answer.
But before we get there, the first step is:
Identify opportunities for snippets
To dispute Google’s zero position, it is enough that you have a post on the first page of SERP, ranking for a keyword that has a snippet.
Because not every page of search results has this feature, as you can see below in the search for “pronoun”, which presents a knowledge graph – Google’s own database with more direct information.
And in the search for “pronouns to avoid making mistakes”, which has no resources.
So, when you have a post on the first page, go to Google Search Console and see what KWs are used to find it, using the Search Analytics button.
Add a filter for pages and insert the URL of your post ranked on the first page. As an example, I inserted from the article on Pronouns:
Through the queries shown by Search Console, you will have several SERPs to analyze and, thus, you will be able to identify several KWs with snippets.
More than that, you will have in your hands all the pieces of content that were considered by Google as the best answers.
In this way, it is already possible to perfectly understand the user’s intention and to understand which doubts you will need to answer in your article, to dispute the snippets.
For example, in our pronouns article, it is clear that we will need to present:
- what is (are) pronoun (s);
- examples of pronouns.
Now, the next step is to update your content:
Optimize your article for snippets
It is useless to answer all your readers’ questions. If the article is not optimized, you will not achieve zero position.
So, I’m going to tell you three practices that we tested and have been working very well to conquer snippets:
1. Answer your reader’s question with the right text size
We found that, for snippets in paragraph format, the ideal is that the passage is between 40 and 50 words, with approximately 300 characters.
That is, write a very direct response to the specific keyword and see the next practices to know exactly where you should insert it.
2. Fit the answer right after an H2
Use the subtitle to ask the question and enter the answer below:
3. Fit the answer to your article’s mustache
In this case, you can take advantage of H1 to raise the question that will be answered:
If you want to know more about the topic:
What are Featured Snippets: Learn how to reach the ZERO position on Google
As you can see, even though the post was about Pronoun – in the singular – the snippet was all worked in the plural. This was done by SERP to provide a knowledge graph for KW in the singular, as I showed you before, and a snippet, for the plural keyword.
How long does it take to acquire a snippet?
After optimizing your content, an excellent practice to streamline the process is to request indexing of the post, by Google. Because when we make very small changes to an article, Google ends up noticing and it takes longer to index.
This can be done through Search Console, using the “Search as Google” button shown below:
Search for slug of your page and request indexing, as shown below:
After doing this, the time to achieve Google’s zero position tends to vary widely. Sometimes it takes about a month and other times it is a matter of minutes.
But considering that you followed all the steps here and won the snippet, let’s move on to the next step:
Respond to user intent
If you have a SERP zero position, but your page does not solve the reader’s doubt, it will not help and it will be a matter of time for you to lose the snippet.
Google is able to recognize this through the bounce rate and the behavior of the user, when he returns to the results page after accessing his website, which indicates that his content is not good enough and he preferred to visit another website.
So much so that a very growing trend in Content Marketing is to focus more and more on writing for people and just optimizing for search engines. After all, the era of keyword stuffing has passed, the searcher already understands semantics and the user experience gains more importance every day.
So if your page answers the reader’s question better than your KW competitors, it is almost a guarantee that you will rank well.
Want to see proof of that? So, take a look at the following image:
We are ranking first for “marketing mix” even without using this term explicitly in our SEO title.
In other words, Google understands perfectly that “4 Ps of marketing”, “Marketing Mix” and “marketing mix” are synonymous. In addition, the search engine also verifies that the user experience on our page is positive, as we answer your question.
Now that you have the snippet and are solving your reader’s pain, it is certain that the traffic on your page will go up exponentially. This will even make your page go up in the Google ranking.
The post on Pronouns, for example, was in the 6th position of SERP for KW “pronouns” before being optimized. After the snippet, we went up the page, today we are in 1st place and this post of ours is one of the ones that attracts more organic traffic to the blog.
So, we reached a crucial point: what to do to make this visitor advance in your marketing funnel and become a lead?
Understand how you can help your reader even more
Okay, your post is already excellent and perfectly answers the question of the user who reached it. But what other pain can he have?
Returning to our example, what are the possible doubts of someone researching pronouns?
- London and grammar;
- write a text well;
- or maybe he just wants a guide on pronouns to study.
Based on this, we offer materials to the reader that can remedy these pains, either through forms or banners.
But, please don’t turn your blog into a billboard. This would go against the principles of Inbound Marketing and leave the user experience terrible, and could raise the bounce rate and even compromise your conquered snippet.
Offer the materials in a subtle way that fits well with the content, so as not to disturb the reader with intrusive advertisements.
In our example, as the post is relatively long, it was possible to offer three rich materials:
- updated London and grammar guide;
- new spelling booklet;
- definitive guide to the perfect text.
What if the reader wants only a complete guide on the topic researched?
Offer a pdf version of your article
Your page is already a complete guide on the subject and, as it answers your readers’ questions, offering a pdf version can be very attractive, so that they have access to it even offline.
For the downloadable version of the content to be aesthetically more attractive, the ideal is that it is diagrammed by a designer so that it gets an ebook face.
But if you don’t have a designer at your disposal, want to save money or if you want to implement this strategy more quickly, I also have a solution for you:
The Print Friendly page offers an excellent resource for generating a cleaner pdf file of your article and also allows for extremely practical editing if you want to remove any part of the downloadable version.
We want to turn the content into a true study guide. Therefore, it is recommended to remove conversion points, for example, and keep the material as clean as possible.
Now that you have the pdf version, just insert a form in the content and offer it:
No time to finish reading? Download this content!
Fill in your email and receive a copy of this text in PDF:
If you want to check in practice the difference between the original article and the downloadable version, just fill out the form above. You will also see that the file model generated by Print Friendly is much better than using Ctrl + P.
If you haven’t noticed, you’ve just seen an example of how to insert a conversion point naturally into the content, without being intrusive or detracting from your reading experience.
This whole procedure explained here was done not only for the post on Pronouns, but also for other posts in the Community.
This strategy proved to be extremely simple and scalable, as we took advantage of rich materials that we already had and we were not taking advantage of so well. But also very effective!
It was instrumental in raising our conversion rate and can also help you do wonders for yours.
Now you know all the steps: conquer the snippet, deeply understand your reader’s pain, learn how to solve it, and then offer something to help you even more.
And if you want to know other methods for lead generation that we use here at Websites Are Us, access now our complete guide on Lead Generation and learn about several other techniques developed by our specialists.