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In a recent Webmaster Central Hangout, Google’s John Mueller answered a question about optimizing content for voice search.

Mueller offered suggestions of which kinds of content works and detailed the kind of content that was not a good fit.

He also cautioned about over-optimizing and offered an example of what might be interpreted as spam.

Google Assistant for speakers and cars will display information on screens.

While currently limited to certain kinds of content like news, recipes and podcasts, it’s not unreasonable to expect Google Assistant to expand to other kinds of content.

Understanding how to optimize your content for Google Assistant thus becomes an important consideration.

Use Structured Data

Making content voice assistant friendly may be one of them.

Mueller suggested that anything you can do to communicate what the page is about will be helpful, specifically mentioning Structured Data.

“I think that’s really complicated because from Google’s side, what we try to do is to understand your page.. and to figure out with which type of voice queries match those pages. So that’s something you can help us with using structured data on the pages so if you tell us a bit more about what this page is about.”

Consider Voice Snippets

Mueller suggested thinking in terms of how your content may fit into the context of a voice snippet.

“Something you can perhaps also tell us if you have… kind of like information that could be combined into a voice snippet- that might be useful for some kinds of content…”

Consider How Your Content Sounds Out Loud

Another helpful tip was to consider how your content is organized.

For example, content that is displayed in a large table might not be suitable for Voice Assistant.

If the content cannot be read aloud and still make sense, then there’s a good chance it may not be suitable for showing up in voice searches.

“…that’s not possible if you have a question and the answer is a big thing or a table or a list of links. That’s not something that really works with voice…”

Make Your Content Easy for Users to Read

Mueller suggests that for some kinds of voice searches, it may be useful to give a direct answer to a question and to make it very obvious that the paragraph is an answer to that question.

“I know for some other kinds of voice assistance they try to match the question more directly… so they’re looking for maybe web pages that say… …what is the tallest mountain as a title and then they read the first paragraph.”

Don’t Over-Optimize for Voice Search

Perhaps anticipating that web publisher might rush out to create single paragraph webpages to target voice search, he then cautions against this approach:

“I think for Google that’s probably overdoing it and quickly ends up in a situation where you basically create a doorway site with like all these question variations and like a short piece of answer and the pages themselves have really low value because… they don’t have a lot of information, they’re just targeted for this one specific query…

…I think that’s very shortsighted if you were to go in that direction.”


Overall, the big takeaways here are:

Use Schema Structured Data

Create content that sounds natural when read aloud, is clear and intelligently structured.

If targeting voice search, then you may also want to rethink how your content is delivered and avoid pages of links or large tables full of data.

Perhaps a workaround for tables may be to discuss the contents of the table in a manner that makes sense for the user and have the table be a visual device for communicating the same information.

Write Natural Content

Mueller then concludes with the encouragement to write naturally.

“Really kind of focus more on trying to make it so that Google and other search engines can understand the context of information a lot better and to make sure that your content is written in a way that can be read aloud. Which I think is a general guidance anyway.

…if you write naturally and you write in a clear kind of language that’s consistent across the type of queries you want to target then that’s the type of information that we could pick up for voice as well.”

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Google Optimize Tutorial For Beginners

Welcome to our Google Optimize tutorial!

Today, we’ll be discussing how to A/B test a website with the free experimentation tool from Google. 

This is a practical read but not a short one. If you prefer to jump into action then I strongly recommend at least learning what we detailed in when you should optimize.

What we’ll cover in more detail:

Let’s get rolling.

What Is Google Optimize?

Google Optimize is a free tool from Google that allows you to improve the experiences of users on your website. The platform allows you to present to your audience different versions of specific pages of your website and test the most effective one.

Google Optimize uses three different types of tests: A/B Testing, Multivariate Testing and Redirect tests. 

For enterprise-level needs, there is a premium version called Google Optimize 360.

What Is A/B Testing in Google Optimize?

A/B testing is when visitors are shown two (or more) versions of a page to identify which one brings in more of the results you are looking for. 

The main page is called the original (or control) and the modified version of that page is the variant. When you A/B test, you show both pages to different groups of people (randomly chosen) to see which one performs better.

The purpose of this test is to solve a user pain point or a problem such as a decrease in traffic or revenue. In general, these changes are not very big. They typically are limited to testing elements. This can be as simple as changing a button color or a headline, etc.

Why Should I Use Google Optimize?

We’ll cover the three most common reasons to use Google Optimize – integration, cost, and ease of usage.

First, Optimize is well-integrated. That’s because it’s one of the solutions of the Google Marketing Platform, which provides a suite of tools like Google Analytics for businesses all in one spot. 

This means that Google Optimize can be linked to Google Analytics, Google Tag Manager, and Google Ads. It removes the need to switch between scattered platforms to get the marketing job done. 

Follow these links to link your Google Analytics and Google Ads accounts to Google Optimize:

Second, it is free to use. Although the upgraded version (Google Optimize 360) provides additional capabilities, the free version is more than sufficient for most companies. 

When GA4 replaced Universal Analytics, the change came with integrations, customizations, and additional features which used to be only available to Optimize 360 users. 

Although Optimize 360 and other platforms may be more suitable for large corporations, the free version still competes well above average compared to many other paid testing solutions.

Third, it is easy to use. You don’t need to know how to code and therefore don’t need to rely on a developer for your tweaks. 

When Should I Use Google Optimize?

There are plenty of helpful tutorials online to get you up and running, as you don’t need much to create your first experience. 

What this leaves out, though, are other prerequisites that go beyond installing the right Optimize snippet to your website. You’ll quickly realize that not everyone is ready for split testing.

The main concern relates to low-traffic websites, which refer to any site with less than 4,000 visitors per month.

However, we’ll show you a workaround if your traffic is low.

Marketing Forecasts

What are your funnels and how close are you to your numbers? Can you confidently tell the conversion rates for each of your funnel steps for the next 1-3 months?

These questions are relevant because measuring behaviors indicates quantitatively where problems and opportunities lie. Not only that, but they also allow you to guide or come up with a hypothesis for your experiments. 

Speaking of funnels, they don’t have to be complicated. 

A simple 3 step funnel including micro goals and macro goals can go a long way for businesses. Such a funnel can be easily set up via Google Analytics goals or by enabling conversions in GA4.

A concrete example could be turning these steps into GA goals:

After weeks of knowing what conversions you hit on average, you’ll be able to quickly identify bottlenecks and optimization opportunities. 

You should master predicting your conversion rates before jumping into split testing. You can optimize your websites for years this way without A/B testing.

Why am I mentioning forecasting? 

💡 Top Tip: Low-traffic websites can still leverage A/B testing by testing macro conversions. Figure out the funnel steps that you will enable as goals or conversions in Google Analytics.

Number of Traffic and Conversions

 Many people often ask how much traffic is needed to run A/B testing. 

Marketers do not have a conclusive answer. However, there are ranges and other factors to be taken into account for your test to be reliable or statistically significant. 

You will need approximately more than 10,000 monthly visits to your site minimum. Additionally, you’ll need a minimum of 100 to 500 conversions per month.

Still, there’s more to consider. That’s why calculators like this one solve these issues.

But again, the pro tip we shared with you about tracking your funnel steps in the previous section can help you obtain results if your site has low traffic.

We’ll also provide you with detailed solutions in the analysis section at the end of this post.

How to install Google Optimize?

To start, we’ll create a Google Optimize account and container that will be linked to Google Analytics. Afterward, we will install the Optimize code snippet either manually or through Google Tag Manager. 

We’ll show you both and explain which method to use for your situation.

Choose your account settings and remember to always get permission from your client or company before checking mark Benchmarking.

You will then select your preferences for emails sent to you related to Google Optimize. 

Your account and container are now created. You’ll land on a page inviting you to create your first experience.

A slide-in popup will appear with your container settings details. Here you can find four items: 

Your Google Optimize container name and ID 

The linking feature to your Google Analytics property

The Optimize code snippet to install on your website

The Chrome extension tool required to use visual editor (more on this later)

First, name your container. 

Simply select the edit button and give it a meaningful name.

Containers work the same as those in Google Tag Manager. Therefore, if you have multiple websites, you can create a new container for each.

A popup will slide on your screen. There you can choose a property to link to Optimize. 

Google Optimize provides different options and limits for each version. You can take a look at it here.

Great! You’ve connected your Google Analytics property. We’ll now automatically be brought back to our Containers settings in the first popup to continue our setup.

Now it’s time to install Optimize to your website. We’re now in the Setup instructions section where you’ll find your Google Optimize snippet. 

There are two ways to install Optimize:

hardcode one of the Optimize snippets in your website 

use Google Tag Manager. 

Note that the first method is considered best practice. However, there may be times when this method isn’t possible. This infographic explains which method you should use in each situation.

You may wonder what to pick between the synchronous and asynchronous snippets. To simplify things, 90% of the time you’ll use the synchronous snippet (optimize.js). 

In addition, this snippet is recommended for most users in the Optimize Resource Hub. This is the same snippet that you’ll find by default in your Container settings under Setup instructions.

If you work with a client, you must read the documentation to see if the other snippet (asynchronous) may be a better option. 

Regardless of which code snippet you choose, the location where you’ll hardcode it in the source code of your website matters. 

Some website builders like Squarespace allow you to place the code directly in the head via a code injection feature.

In the Container settings, the last piece of the Setup instructions is the Install the Chrome extension. You need this extension to create experiments and to use the Chrome browser.

Snippet Placement Exceptions

🚨 Note: There are exceptions when it comes to the snippet placement. For example, if you have a Data Layer script on your site, then the Optimize snippet must come after the Data Layer script.

Any of the following must be positioned before the Optimize snippet:

The Data Layer

Any scripts that declare JavaScript variables, functions, or set cookies

Not only this is bad when it comes to user experience, but it can also cost you money since users may sometimes have to wait for the page to load or be presented with a page where conversions may not be successful.

If you decide to use this snippet, copy the code here. Don’t forget to replace the container ID with yours. This applies also if you deploy it with Google Tag Manager.

Let’s visually see the best order for scripts/snippets placement. 

How to Install Google Optimize With Google Tag Manager

Let’s go over the steps to install Optimize with Google Tag Manager.

Back in our Container settings, copy the Optimize ID. 

In Google Tag Manager, go to Add a new tag.

Now follow these steps: Tag Configuration → Choose tag type → Google Optimize

Paste your Optimize container ID in the space under Optimize Container ID, and in the next section below in Triggering, choose the All Pages trigger.

Save your tag and let’s test it using the Preview Mode. If you’re not familiar with setting up tags and triggers, then take the time to read our Google Tag Manager tutorial for beginners.

We can see that our Google Optimize tag has fired.

Creating an Experiment in Google Optimize

Now, let’s create our first experiment. We’ll create an A/B test. 

Close the Container settings page. 

You will be prompted to name your experience. We recommend that you use a name related to what you intend to test. 

For example, if you’re going to change the header of an XYZ page, your experience’s name could be “header-xyz”. 

Add in the page you are going to use for your experiment. Simply paste the page URL in the space under What is the URL of the page you’d like to use?

At this point, you’ll be directed to the page of your experiment. There, you’ll find all the details and additional settings specific to your test. 

This variant is the new version of the original page we’ve entered before, except that it’ll have the modifications we want to test. This is the ‘B’ of the A/B test.

In our case, we want to replace the text of the search button with an offer. The search button has a text saying “Search”, and we’ll replace it with “Get a 20% discount.”

This is just for demonstration purposes. If you’ve followed our instructions on forecasting micro and macro conversions, then you’ll have a better idea of what to tweak. 

Let’s go back to our experiments page to look at the other settings. 

Targeting and Variants

We’ll focus on two features in targeting and variants: weight and edit.

You probably noticed the default weight proportions of 50% distributed to each variant. But what does it mean? Weight is the amount of traffic that you decide will go to each variant. 

The default of 50% means that there’s an equal amount of chance for visitors to see one page or the other.

🚨 Note: Weight proportions can impact your sales and other marketing efforts. Consider the impact of one variant receiving more traffic over some time. 

Weight can affect your sales and can impact your affiliates since traffic can be sent on a page with modifications that may turn away visitors. 

If you’re not sure how to distribute your weight, you can use this rule of thumb: 75% for the original and 25% for the variant. 

We can have some fun now as we edit the visual of the page of our variant. 

Here is where the Chrome extensions come in handy. 

You will land on your original page, but you’ll notice a bunch of HTML references and an Edit palette. 

It’s here that we’ll modify our variant. Remember, we want to modify the search button by replacing its text with a discount offer. 

A dropdown list of options will show up. Because we’re only interested in changing the button’s text, we will select Edit text.

You can select the options that suit your needs and skill level. 

You can modify whatever you want. For example, you could change the color and size of the button as well, by scrolling down the Edit element palette in the RGB field.

Now that we’ve changed the text, this is what our button looks like now: 

Back to our experiment’s page. Let’s continue our settings walkthrough. 

Our button needs to be available on our Demoshop website. So, wherever visitors navigate, this button must appear. 

We can use the following configuration to make sure our changes remain available on all pages. Let’s use the match type: URL and Contains.

🚨 Note: If your changes must remain only on individual pages, then don’t change the settings.

In Targeting and Variants, the last setting is Audience targeting. We will not use it for this tutorial, but you should definitely have a look. 

Audience targeting allows you to show your variants to different groups of users. These can be users coming from different campaigns (i.e., UTM parameters), devices, geography, etc.

Measurement and Objectives

Lastly, we’re going to optimize for our objectives.

Objectives are metrics you want to improve. They are essential to assess the performance of your variants and determine which one is the winner. They equate to goals/conversions in     Google Analytics. 

Objectives for a lead generation site can be form submissions or revenue for eCommerce sites. 

This is the reasoning behind having goals or conversions enabled in Google Analytics. Don’t worry if you don’t have any in GA, since Optimize makes it possible to configure them within its platform. 

There are 3 types of objectives proposed by Optimize. These are system objectives, Analytics goals, and custom objectives.

System objectives are common goals found across industries such as PageViews, revenue, AdSense revenue, and more. 

Google Analytics goals are those you configure in Google Analytics. You will find them in the list of goals in Optimize.

Custom objectives are those you can configure within Google Optimize. They are useful if you don’t have them set up in GA.

In our case, we’ll select Choose from list. The following area is where you can select your objective. Here you find Optimize system objectives and your Google Analytics goals, as well. Here, we chose Pageviews.

Description and Checking of Your Installation

We strongly recommend that you add a description of what your test is about. This is best practice, especially if you run multiple experiments or work for different clients. 

Starting Your Test

Lastly, you can’t launch your test without verifying your installation. On the same page, go to Settings.

Congratulations! Your test is now finally running.

How Do I Analyze Google Optimize Results?

Three main factors support the analysis of your results: time, conversions, and the p-value.

First, let’s locate all three of them before we look at how they work together.

These can be found in the Reporting section of your page at the top left corner.

Time-related results are given in the form of a message at the top left corner right under Reporting. Here the message says ‘Optimize experiments need to run for at least two weeks to find a leader’. Google Optimize recommends two weeks.

Your conversions are displayed under the second Experiment column. Since we selected Pageviews in our objectives, we’ll look at the conversion results under ‘Experiments Pageviews’. 

🚨 Note: The numbers 1046 and 1640 are not the number of PageViews for each variant. They are the number of conversions. 

Lastly, to make sure your results didn’t occur by chance, you need the p-value. You can find it under the Probability to be Best.

We know where our analysis factors are and at this time, we can learn how they come together to identify a winner. 


💡 Top Tip: Allow your experiments to run for 7 days. 

Experiments have time considerations. A test that runs for too long will cost resources and take up time that the company could use to optimize areas for more immediate results.

On the other hand, if the test is too short, your results won’t be reliable.

A good rule is for your tests to stretch past a period of 7 days, not less. Google Optimize recommends a minimum of 2 weeks, it’s not the most optimal but proceed carefully. More than 3 is definitively reliable.

The point is to avoid relying on results that are less than 1 week, no matter how good the conversions or p-values are.

Time also includes audience behaviors. 

If, for example, your test was running during a holiday then you should run the test for one additional week.


The p-value tells you if the results of the test happened by chance or from your modifications. 

Aim for a 95% (meaning there’s only a 5% probability that the variant won by chance). Lower p-values such as 90% or a bit lower can work. But this depends on the level of risks you’re willing to take. 

Also, if your p-values are close to each other, Google Optimize is informing you that there isn’t much difference between your original and variant. Therefore, that promising headline or that new button color isn’t going to have much impact. It’s really up to what you prefer.

There is a visual representation of the p-values on the right side under Modelled Pageviews per Session. If the boxplots overlap or are far apart, they will reflect that distance.

How Do They All Come Together?

You can safely proceed with your changes when the success requirements we discussed above are met for each factor. 

To illustrate, a test is considered reliable after running for a little more than 2 weeks, with more than 100 conversions and a p-value of 95%. 

However, if one of the factors is below the success requirements, the test would be deemed unreliable.

Using the previous example, the experiment would not be reliable if any of these conditions occurred individually:

less than 100 conversions

less than 1-week test

p-value inferior to 85%

If any of one of these occur, you need to wait a little longer before making any decisions.

How to Use Google Analytics and Optimize

Google Optimize declares which variant is the winner. Whereas Google Analytics provides insights about that winner.

Remember that optimization is an ongoing process. Today’s winning variant can also negatively impact the subsequent steps of your funnel over time. 

This impact can be monitored by looking at your goal/conversion funnels in Google Analytics.

Here’s how this works. The winning variant of a lead magnet landing page helped increase conversions for subscriptions. 

Later on, if the subscription goal conversion rate declines, you’ll have to rework that lead magnet landing page.

FAQ Why should I use Google Optimize?

There are three main reasons to use Google Optimize:

When should I use Google Optimize?

Google Optimize is suitable for websites with a minimum of 4,000 monthly visitors. It is recommended to have a good understanding of your website’s conversion rates and forecasting capabilities before implementing A/B testing. Low-traffic websites can still benefit from A/B testing by focusing on testing macro conversions and using forecasting to predict results.

How do I analyze Google Optimize results?

To analyze the results of a Google Optimize experiment, you can use the reporting and analysis features within Google Optimize itself. It provides data on metrics such as conversion rates, engagement, and goal completions for each variant. You can also integrate Google Optimize with Google Analytics to gain further insights and analyze the impact of experiments on user behavior.


By now, navigating through Google Optimize should not be a mystery to you. 

We’ve covered everything you need to know about A/B testing. We’ve also equipped you with the tools, frameworks, and strategies to set up your tests and analyze results like a pro.

Learn how to monetize your analytics skills with our handy guide on how to make money selling analytics services.

How To Optimize For Google Featured Snippets: A 12

It’s no secret that featured snippets are powerful. Every SEO professional (including yours truly) aims to own any available featured snippets for their content.

These expanded, descriptive search results appear as a special box prominently displayed at or near the top of the search results page (SERP). Optimizing for featured snippets (FS) can help Google better understand when your page is the best answer for a relevant query with one of these search features available.

In this column, you’ll find my tried and tested strategy for optimizing for featured snippets (including examples), my curated content calendar template for featured snippets (which you can copy and use), and FAQs to clear up any remaining questions about FS. You’ll learn:

What are featured snippets?

4 types of featured snippets you can target.

A 12-step process for optimizing for featured snippets.

What’s new in featured snippets?

FAQs for featured snippets.

Let’s get started.

What Are Featured Snippets?

Featured Snippets are the expanded snippets that appear on the first position of the Google SERPs. The purpose of the Google featured snippets is to answer the user’s need right there in the search results.

Here is Google’s definition:

When Google launched featured snippets, some sites were able to achieve two results on page 1 of the SERPs, which initially drove dramatic improvements in organic visibility and traffic.

But as with all things SEO, happy days never last forever; see this tweet from Danny Sullivan:

If a web page listing is elevated into the featured snippet position, we no longer repeat the listing in the search results. This declutters the results & helps users locate relevant information more easily. Featured snippets count as one of the ten web page listings we show.

— Danny Sullivan (@dannysullivan) January 22, 2023

Optimizing for featured snippets is not just about adding questions to your headlines and subheadlines. It’s much more involved than that.

4 Types Of Featured Snippets You Can Target

When looking to optimize for featured snippets, you need to understand the types of featured snippets available.

Paragraph Featured Snippets

Seventy percent of featured snippets are the paragraph type, with an average of around 42 words and 250 characters.

Most of these featured snippet titles start with “What” or “Why,” indicating that they are largely informational in nature.

Pro Tip: Most of the “What” question keywords have the highest search volume, but you have to find out the question keywords with low Keyword Difficulty (KD) score to win them.

Listicle Featured Snippets

An average of 19% of featured snippets are of Listicle type, consisting of an average of 6 items and 44 words.

You’ll find two kinds of listicle featured snippets: ordered and unordered lists.

Ordered List

Unordered List

Pro Tip: Listicle featured snippets are derived from “How” and “Why” keyword terms. If you’re looking to get featured snippets faster, they’re your go-to topics.

Table Featured Snippets

Around 6.3% of featured snippets are of the Table type. They have an average of five rows and two columns with 40 to 45 words.

Pro Tip: To optimize for this type of featured snippet, mark up relevant content in a table format using the table tags in HTML. Some are tempted to make graphics for tables, but then you’re missing out on this opportunity.

Video Featured Snippets

Only 4.6% of featured snippets are of the video type, the average one being 6 minutes and 35 seconds in length.

Pro Tip: If your audience heavily consumes video content, a video featured snippet is your way to success. Look for the keywords with low search volume and tada! You’ve got them.

How To Optimize For Featured Snippets

Whenever you see a competitor ranking on featured snippets, you should have this one question in mind:

How do I steal that featured snippets and get one for my website?

Here’s how to get started.

1. Identify Competitors’ Featured Snippets

Stealing competitors’ featured snippets is not easy.

Put the competitors’ URL in Semrush and look for the keyword groups that own featured snippets.

Now, you want to:

Export the list.

Categorize them into different types of featured snippets.

Sort them by higher search volume.

Highlight the low KD score.

And gather them to initiate planning.

Copy this content calendar template to start planning, implementing, and optimizing your content to rank.

Don’t forget to add the content topics and the type of featured snippet in your content calendar to keep track of why you’re optimizing the page.

2. Gather The Keywords For Each FS-owned Content

Once you’re done with finalizing the content topics, it’s time to identify the keywords present on the content currently owning featured snippets.

Collect the related as well as question keywords and add them to your content calendar.

3. Understand Searcher Intent

One of the most important considerations in optimizing for featured snippets is understanding the search intent behind each triggering query.

Three types of people search for your keywords:

Potential customers.

Influencers who persuade your potential customers to buy from you.

And your competitors.

Because there was only one search intent for a featured snippet, I thought to classify them further into four categories depending on whether they want:

A specific answer.

A brief answer.

A comparison.

A video.

Get A Specific Answer

Here, a user search query is a question that requires a specific answer. This type of FS has a lower CTR as people come to get a specific answer and typically do not want or need to read further.

This type of FS can help in brand building but is unlikely to drive a lot of traffic.

Get A Brief Answer

This type of search query assists in both CTR and brand reputation.

Get A Comparison

This type of search query comes up with a table type of featured snippet. The table content is larger than what Google Featured Snippets can show. So, this type of search intent is most likely to boost the CTR.

Get A Video

And lastly, if users are looking for “how-to” answers and a video attached to those answers, it will get the maximum CTR.

Understand the different types of informational search intent behind the search query. They are relevant to the type of featured snippets available, which can help you plan and optimize your content.

4. Run A Competitive Analysis

You’ll get the below SEO recommendations for your content to plan the content optimization for featured snippets.

Your top 10 rivals for target keywords to let you understand whom you’re going to compete with

Key recommendations from them in terms of what your content must have, backlinks it shall acquire, readability it must have, and recommended text length to serve the user search intent and expectations.

Suggestions on how they’re using target keywords so you can use them better.

Basic SEO recommendations to make your content search-friendly.

5. Create/Update The Content Outline

By now, you have the content topics, their targeted keywords, type of featured snippet, its search intent, and a pool of SEO recommendations from competitors’ snippets.

If you’re writing new content, you need to create the content outline. And if you’ve already written the piece, you may need to revamp the outline as per the research gathered above.

6. Create Content Better Than The Competition’s

Cover the basic information users expect in content based on the user search query and its intent.

Add more value than competing blogs by including statistical data, rich media, examples, pointers, etc.

Write in simple and shorter sentences to improve the readability of the content.

Focus on research-based content over opinion-based. Citations help Google better understand your content.

You should always aim to create the best content — that is, content that delivers value for years, like the piece below.

7. Validate The Content

Once you have the content ready, double-check that it meets your needs for:

Your target audience.

Defined user search intent.

Targeted keywords.

Suggestions listed.

This check is vital to ensure you’re on the right track towards getting a featured snippet.

8. Organize Your Content For Readers & Search Engines

Well-organized content is easy to scan through, read, and understand for users and search engines.

Here’s an example of how you might organize a piece of content to give it good structure.

I recently tweeted about how you can turn a paragraph featured snippet into a listicle just by organizing and creating content accordingly.

— Himani Kankaria (@himani_kankaria) June 4, 2023

9. Add Question Keywords In Heading Tags

Organizing your content to get featured snippets is incomplete without adding question keywords to the heading tags.

Pick up the relevant question keywords with high search volume and put them in your heading tags. Most of the featured snippets you see on Google start right after a heading tag.

Look at an example below:

The right question keyword phrase in the right place can make all the difference.

10. Add Relevant Graphics

Graphics play a crucial role in owning a featured snippet, especially for the paragraph and listicle-type featured snippets.

Try to use real-life pictures or custom-made graphics rather than stock images to improve the users’ experience and avoid appearing generic.

Add as many images as your content requires.

11. Implement SEO Tactics

Your content is ready for users. Now you need to help Google understand what the page is all about — and quickly.

Here are some SEO tactics that work for featured snippets:

Perfect URL structure: Keep your URLs short, ideally three to four words.

Title tag: Use Coschedule Headline Analyzer and the SEOmofo snippet optimization tool to create a catchy title tag that fits the pixel requirements.

Heading tags: Use question keywords, as discussed above.

Image Alt attributes: For all graphics, make sure you use descriptive alt text to help Google understand what the image is all about. Most of the best-performing content has images with alt attributes.

Internal links: Help Google identify your site’s most important pages. If you achieve a featured snippet, you want to support the rankings of your best pages with it.

External links: Let Google know which external sites you trust and demonstrate credibility with your citations.

Schema markup tags: Help Google understand what your page is about and recognize elements like tables.

Link building: Build links to help Google understand your website’s authoritativeness.

12. Keep Optimizing Your Content Until You Achieve A Featured Snippet

With this process of optimizing for featured snippets in place, I check the results at 7, 14, and 21 days.

Keep on optimizing your content until you see a featured snippet and can track results from it, such as:

What’s New For Featured Snippets In 2023?

Recently, the SEO industry noticed two new features on Google Search results for featured snippets.

“Hear this out loud” Button

— Brodie Clark (@brodieseo) June 1, 2023

“Also covered on this page” Section

This section appears below the main section of the featured snippet and picks up the heading tags that you’ve added to your page.

Now you have another reason to better organize your content using heading tags!

Frequently Asked Questions (FAQs) For Google Featured Snippets

Here are some of the most frequently asked featured snippets questions I get from SEO professionals.

Why Might Featured Snippets Be Removed?

Your featured snippet may get removed automatically or manually by Google if it comes under:

Dangerous content.

Deceptive practices.

Harassing content.

Hateful content.

Manipulated media.

Medical content.

Sexually explicit content.

Terrorist content.

Violence and gore.

Vulgar language and profanity.

Content that contradicts with the content by experts in the fields of civic, medical, scientific, and historical.

If you fall astray of Google’s policies, you may lose the featured snippet. Of course, you might lose it if a competitor does a better job of answering that query, too.

Are Featured Snippets Available for Ecommerce Products or Category Pages?

No. Ecommerce products can get featured listings on Google SERPs using Google Shopping and Product Listing Ads (PLAs).

However, ecommerce websites can still own featured snippets for their guides and blogs.

Featured Snippets Vs. Rich Snippets: What’s The Difference?

Featured snippets are picked up from the web page’s content to answer a user query, while rich snippets are an enhanced organic search result.

If your search result has reviews attached to it, that’s a rich snippet. If your web page provides information to users in a bit more detailed way on the first position on SERPs, it’s a featured snippet.

Learn more about optimizing for rich snippets here.

How Do Featured Snippets Work?

To understand how featured snippets work, let’s break down Google’s patent on generating snippets based on content:

When Google receives a search query, it tries to find the best result to match it. And when Google is ready with the list of search results, it follows the below process to pick up the relevant featured snippet from the top 10 search results:

Identifying the text features within a keyword-based sentence to check its eligibility to rank as a FS.

Determining the break features that would indicate the place where the keyword-based sentence can be truncated on a featured snippet.

Calculating and assigning the snippet score to identify the strength of the snippets.

Selecting the snippet with the highest snippet score.

That’s how Google selects a website for featured snippets and works to provide the relevant information quickly to the users.

Go, Get Your Featured Snippets Now!

Google’s featured snippet format focuses on providing information to the users on its platform itself. However, not all information can be displayed in 40-45 words.

Hence, they can be a great tool to boost your organic traffic.

Use the above guide to own featured snippets and become a thought leader in your industry, giving your brand reputation and organic traffic a boost. If you’ve optimized your site well, conversions will follow!

Featured image: paper cut design/Shutterstock

How To Reverse Image Search With Google On Iphone

Want to perform a reverse image search with Google from iPhone using Safari or Chrome? If you’ve ever wanted to get information regarding an image, or verify the authenticity of a picture you found on the internet, we wouldn’t be surprised if you tried reverse image searching it on Google.

This excellent tool has been available to users for years now and is widely used on desktop browsers like Chrome, Safari, and Firefox. By visiting Google Images, anyone could perform a reverse image search from their computer or tablet within a matter of seconds.

However, smartphones like the iPhone don’t really feature desktop-class web browsers, and are instead equipped with a mobile browser that’s optimized for the smaller screens. Hence, reverse image searching on your iPhone might require some additional steps.

So are you wondering how to reverse search an image on your iPhone? If so you’re in the right place, because in this article we’ll be discussing exactly how you could reverse image search on an iPhone using two different methods. Let’s take a look at the process.

How to Reverse Image Search on iPhone Using Safari

We’ll start with Safari first, since it comes pre-installed on iOS and iPadOS and is pretty much the go-to web browser for almost all iPhone and iPad users. Unlike a desktop browser, Safari doesn’t have the option that lets you search for images in the Google search bar, but there’s a quick workaround.

So that explains how to use Google reverse image search on Safari for iPhone.

But what about some of the other common web browsers you might be using on iPhone? Next, we’ll cover using reverse image search on mobile Chrome for iPhone.

How to Reverse Image Search on iPhone Using Chrome

Safari might be the default browser on iOS, but Google Chrome’s popularity on the Apple App Store can’t be overlooked. It’s without doubt the most popular third-party web browser for iPhones. You can request desktop site on Chrome to reverse image search, just like you did in Safari, but additionally, Chrome offers something Safari doesn’t and we’re going to take a look at that.

That’s all there is to it with Chrome on iOS, which makes reverse image searches even easier. It’s basically just as easy as performing reverse image search on Chrome for desktop browsers whether that’s on the Mac, Windows, Linux, or ChromeBook.

Users have been wanting to use reverse image search functionality on the mobile site for chúng tôi for quite some time now, so it’s a little surprising to see the feature is not yet implemented directly for all web browsers. That being said, discussed above are just two out of several ways to reverse image search on your iPhone.

There are actually multiple search engines that are dedicated to reverse searching images like Tineye, Yandex, etc. You could also make use of third-party reverse image searching apps that are available on the App Store like Reversee, Veracity amongst others. We’re obviously covering Google reverse image search here, but that’s simply because that is the search engine which fetches the most results compared to anything else, and it’s used by almost everyone who accesses the internet, therefore many would argue it’s the most relevant and perhaps even the best.

Reverse Image Search has made it easier for people to obtain the source of an image, or get more information regarding an object that they have no clue about. Some people even use it to find a higher resolution result of the same image, or to track down if an image is legitimate or what it says it is, and it’s a commonly used tool to track down and confirm the veracity of memes, viral images, and fake news. Thanks to this functionality, it has also become increasingly difficult for people to pose as someone else online and get away with it, as cautious users tend to verify the authenticity of the pictures using Google’s reverse search.


How To Use Technical Seo To Optimize For Knowledge Panels

When a user enters a search query for an object, Google retrieves and analyzes relevant information from across the web and presents it in an easily digestible way on the screen’s right. If a user types in “Barack Obama,” the Knowledge Graph will provide results on the 44th president of the United States, including his complete name, birthdate, and other pertinent facts.

What Google Do

Google collects this data by parsing and analyzing content from other, trusted websites. Although the Knowledge Graph currently only provides data in limited areas, this may change as more data is added. While the Google Knowledge Graph is an excellent and novel addition to Google Search, it has caused some search marketers to worry about the future of their profession. In case you were unaware, Google employs a database known as the Knowledge Graph to provide detailed responses to user inquiries.

Whenever a user searches for a particular film, such as The Wizard of Oz, Google will supplement its standard link-based search results with a conspicuous box of information to the right. Important details concerning the user’s inquiry, such as the film’s original release year, director, and principal cast members, will be shown in this box.

Nevertheless, the Knowledge Graph isn’t simply a database for movies; it’s also slowly growing to include other forms of data. Luckily, there are a few measures you can take immediately to lessen the impact of Knowledge Graph traffic on your business. There is no specific method to ensure inclusion in a Google knowledge panel, but there are ways to increase your chances. Here are a few examples to get you going.

Establish Where Your Company Will Legally Reside

An “entity home” may be found for most subjects, including companies. Google will prioritize whichever website it considers to be the most reliable source of information on an entity.

It might be a Wikipedia article in many situations. It also refers to a prominent social media presence, such as one on LinkedIn or Twitter.

Nonetheless, in the vast majority of companies, it will be the business’s official website. Whether or not your company currently meets the requirements for a knowledge panel, you should still spend time optimizing your site with the information you’ve learned about the knowledge panel in mind.

Work On The Site’s Usability

If the material in the Knowledge Graph doesn’t directly answer a searcher’s inquiry, it won’t be used to generate a knowledge panel. That’s why it’s so essential to make your site as user-friendly as possible. As a first step, check that your site is intuitive to use, mobile-friendly, fast to load, and simple to read.

So, while creating content, keep the purpose of Google users in mind. To do so, you need to think about more than just the keywords a user types into a search bar. Create blog entries that respond to common user concerns, and use H2 and H3 headings to organize and optimize your material.

You Should Use Schema Markup To Further Optimize Your Site

When you’ve simplified your site for real people, you can shift your focus to Google. Schema markup is microdata that may be used to assist Google in understanding your site’s intent and structure.

You can make your listings stand out in the best possible manner by providing Google with specific information using Schema markup, which will then appear in your listings (as with rich snippets).

All of your meta components should be defined as well. (This may be anything from the name of a picture to its URL, title, description, alt text, etc.) Make sure that your keywords are used in a manner that makes sense to both Google and human readers.

Become Listed In The Most Important Regional Directories

Google also considers the information available on significant directories and other local listings when determining whether or not a company should be included in a knowledge panel. Make sure your business is included on all relevant platforms.

Yelp, Yahoo Local, and Bing Places for Business are just a few examples. Don’t forget to verify your business and keep your Google My Business page fresh and up-to-date. Your chances of being included in other prominent search engine results (SERP) components will increase if you maintain an active Google My Business page.

Use Feedback From Your Clients

If you know what a knowledge panel is and are trying to qualify for one of your own, reviews become a crucial part of your technical SEO strategy. Get in touch with recent buyers through email and ask for feedback on your product.

Encourage them to carry out your request by rewarding them monetarily or otherwise for their assistance. And make it as simple as possible by providing them with links to the places where their review may be written and published.

Increase The Number Of Profiles And Links To Your Site

Regarding inbound marketing, technical SEO isn’t your only option. Use other means of interaction and discovery to drive traffic to your site content. You could grow your social media following to make up for the decline in search engine traffic.

You may continue pursuing technical SEO success while using these measures. In truth, boosting your specialized SEO rankings is possible by focusing on off-site and social media promotion. Consider them insurance in case your organic search traffic suddenly drops.


The Knowledge Graph is altering how people think about and use search engines, but for now, businesses don’t have to worry too much about losing a substantial amount of traffic. Theoretically, Google might one day seek to centralize all of the web’s content, rendering separate websites and onsite conversions obsolete.

This is an extreme viewpoint, but it seems probable that the Knowledge Graph’s status will only increase with time. While you’re waiting for a permanent solution to this problem, it’s essential to think creatively about how to keep consumers coming to your data warehouse.

How To Use Technical Seo To Optimize For Video Carousels

You can use technical SEO for more than just your website or blog. It’s now a significant consideration in YouTube’s ranking algorithm.

Video carousel is an updated version of their original 2003 visual content-rich knowledge graph. Interactive and content-rich display results, typically photos and videos, are returned in this type of search results.

Google’s Carousel Videos

Google’s carousel feature displays images, reviews, videos, and ratings in response to a user’s search for an excellent Mexican dining restaurant. Google’s mission is to provide its users with the most helpful information in any format they need. Google now displays photos of popular.

Businesses can attract more customers by producing high-quality content and ranking well in these search results. The website owner gains substantially if Google features images, reviews, or videos from that website. Depending on the popularity of the relevant keywords, these sites can attract tens of thousands, if not hundreds of thousands, of visitors every month simply through organic means.

Google’s Carousel Videos: How Do They Work?

Carousel no longer provides a vertical pack of local listings for some local queries but rather a horizontal bar of 20 image-based results. These top 20 results are now the de facto top results. It improves the user experience by presenting more visual views of results in a smaller area for non-local terms.

Enhancing The Performance Of Video Carousels

As a video maker, you should know that satisfying a user’s search query is essential to raising these video results’ rankings. If a user is looking for instructions on cleaning a table and you have that exact video, your chances of making it onto the carousel are much higher.

In layperson’s terms, a video’s ranking will be determined by how well it satisfies the user’s search intent. As a result, it’s crucial to produce brief videos that directly address users’ needs. Search engines like Google put a lot of emphasis on answering users’ questions rather than just finding results that match their queries.

To increase your site’s visibility, more than creating the video is required; you must also optimize its text. If you want your site or video to appear in search results, use a title as close as possible to the most searched queries. You can also optimise your site for this Google feature using reputable SEO services.

Optimize Your Video Carousels With Technical SEO First And Foremost, Read The Video Description

The video description is where you can expand on the video’s topic. Using this feature, you can increase your video’s chances of showing up in Google search results for relevant terms.

When comparing a video description to a meta-description on more conventional, text-based pages, you’ll notice that the former gives you more room to elaborate. Currently, the maximum allowed length for a description is 5000 characters. You can give a detailed description while also incorporating numerous semantic keywords.

Video Tags Are Crucial

Google’s ranking system has yet to give up on meta-tag keywords. They are still helpful today and can aid in your videos being found by more people in your intended demographic.

Using video tags allows for more precise and detailed descriptions of video content. They provide more room for you to insert keywords that you want your video to rank for.

Keep An Eye On The Timestamps

Timestamps are another technical aspect of SEO that requires your attention. Using timestamps effectively can keep viewers engaged and lengthen their viewing sessions. This benefits your SEO because watch time is a major ranking factor.

Potential Future Gains From Using Google Carousels

Experts in search engine optimization agree that Google has no plans to stop offering this service anytime soon. This is so because it improves search results’ quality, speed, and accuracy. Google’s team is constantly improving the effectiveness of their search algorithms across all platforms, from desktop to mobile.

Experts say that search volume has not decreased significantly despite Google’s frequent and significant updates. Therefore, it is safe to assume that optimizing websites for carousels is well worth the time and energy expended.

Carousels will play an increasingly important role in providing the most relevant answers to a wide range of questions as the number of internet users continues to rise.

The latest research indicates that the travel and hospitality sector accounts for 33% of the carousel results, the restaurant sector accounts for 27%, the entertainment sector accounts for 5%, and the remaining 14% is made up of a variety of other sectors. In light of this, let’s examine why you should follow suit and optimize your site for this feature.


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