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What is Rank 0?

How Do I Rank for Position 0?

     -     Oct 26th, 2018   -     Search Engine Optimization   -     0 Comments

Google regularly enhances and adds to its search engine result page (SERP) features. One of the most interesting features that’s noticed by marketers is position 0. This is the small box that appears at the top of the SERP when someone conducts a search based on a question. To enhance the user experience (UX) Google reviews millions of webpages that answer the searcher’s question and presents those answers at the top of the page. It’s very desirable to attain position 0 (technically called a featured snippet) because it is gold for visibility. Let’s face it more searchers will see your website because your content is prominently featured at the top of the SERP. It also allows your site to get more traffic and boosts the trust and credibility of your website. This is great news for the website and SEO efforts but has many asking the question…

How Do I Rank for Position 0?

It is recommended that:

  • The answer to the question should be summarized in a single paragraph.
  • Make the question a keyword term and heading on the page and place the answer directly below the heading.
  • Use images to supplement and explain your answer as needed.

Position Zero Example

Content in Featured Snippets

There are three types of featured snippets that are used by Google to populate position 0 including paragraph, recipe and tables. While most accounting, law and other service companies aren’t in the business of publishing recipes, they can take the essential concepts behind accounting, law and other issues and break them down with an explanation in paragraph form or use tables to convey the basics of a complex idea. Tables are excellent for explaining tax rates, tax planning ideas or similar concepts. There is no lack of opportunity for most professional service firms.

Snippet Ranking

Common Ranking Questions

  • How do I Uncover Featured Snippet Opportunities? The first step to finding opportunities for your firm is to open your browser and go to Google. Think about the potential questions that your targets may search in Google. If you are focusing on doctors that need assistance with tax planning maybe enter, “Do doctors qualify for Section 199a?” The good thing about Google is that it will show you what featured snippet is currently being used for this term. If there isn’t anything listed, then look down the page to see the “People Also Ask” section. This where Google will show you a list of related searches to your topic and often some of those are questions. Find the questions that are the most relevant to your firm’s services and make a short list of questions to answer. These can be used and published as blog posts or part of other content on your website.

People Also Ask

  • How Should I Write Content for Featured Snippets? It’s important to note that once Google selects a piece of content as a featured snippet it’s more likely to be selected to be a featured snippet for other questions. For this reason, it makes sense to develop content that answers multiple questions (related ones of course). While there are benefits to writing each question as an individual parcel of content and then providing the answer in a short and concise format, it’s better when trying to rank for position 0 to follow the approach of answering multiple questions. It opens the door to Google using the same page for several featured snippets.
  • How Long Should Answers Be? It’s important to note that the answer be provided at the beginning of the blog or top of your piece of content. This will allow Google to quickly find and review your answer without having to dig into the content. If you use this blog as an example, note the answer to the question appears in the second paragraph and we use the rest of the blog to explain the components of the answer. Therefore, be sure to provide an answer immediately and that the information provided doesn’t exceed 55 words as this is the average length of a featured snippet. Remember, keep it brief and direct. Use the rest of the content to explain the critical concepts necessary to understand the answer.
  • What about Headers? While header tags such as H1, H2 and so on are an essential components for on-page organic SEO, they area also important for this featured snippets as well. Remember, that Google will review the entire page and look for content that can be used in position 0. For this reason, it’s important to break apart content into relevant sections to ensure it’s clear how this content relates to the rest of the article, but also to organize each section. If you are using the terms step 1, step 2, or Rule 1, Rule 2, these can be tagged with H1 or H2. (Tip – before doing this test your H1 tag to see what happens when you apply it as tagging can impact the font size and color. It’s important to test any changes made to the formatting prior to publishing content to avoid unexpected formatting results).
  • Do I Need Images? – One error that many are guilty of (us included) is relying too much on words to convey a message. Remember that people can understand and learn a concept very quickly using visual or other image-based content. Not only does it dress up a page and make it look more compelling to the eye, it also makes it easier for the reader to understand key points on the page quickly. Images are an excellent way to summarize a process or show how each step in the process ties into the bigger picture. If you are conveying a complex process, it is very helpful to include some type of imagery to show how each piece ties into the bigger theme.

 

It’s important to understand that incorporating question-based terms into your content marketing strategy may not yield immediate results. If your firm has not used this approach before we recommend gradually mixing this approach with others you are using. Over time you (or your SEO agency) can begin tracking where the firm is ranking for position 0. There are several software packages such as Moz or SEMrush that incorporate the ability to track where sites are in the ranks.

Featured Snippet Opportunity

 

Contact Us

If you have questions about featured snippets or increasing your rank for position 0, call (954) 621-8080 or click here to reach out. We can give you some additional insights into how to get your efforts started.

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