Posted by NickRebuildGroup
Ranking near the top of the SERPs for short-tail keywords in competitive business verticals can be extremely difficult. Wikipedia, Dictionary.com, and similar sites have the market cornered on ranking at the top of search results. Even if you manage to rank in the first position, there are featured snippets, ads, map packs, and other SERP layouts that are dominating the space as well.
Because short-tail keywords have such broad search intents, it’s in the search engine’s best interest to try and answer questions directly in SERPs. That is the intent of featured snippets. If a search engine is able to answer a user’s query without them leaving the results page, they believe that delivers the best result. And the proliferation of featured snippets is only beginning. According to Search Engine Land, 19.45% of queries will display rich answers (a form of featured snippets) in Google.
A search for “what is orthodontics” in an incognito Google Chrome window displayed the following featured snippet:
This search result satisfies at least one large search intent: “What is orthodontics?” I use this as an example because my agency and I had been trying to get a client to rank …read more