Please visit Search Engine Land for the full article.
Please visit Search Engine Land for the full article.
Have you been wondering how to start owning Google’s featured snippets for your brand?
If you’d like to earn those coveted “position 0” spots, you need to start by understanding what featured snippets are and how to earn them. By earning featured snippets, you can increase web traffic, boost visibility in Google SERPs, and earn the credibility you deserve.
The first, and most important, step in earning featured snippets is understanding how to identify “snippable” opportunities. Once you know how to find them, you can craft the rest of your strategy around maximizing these opportunities.
In this article, I’ll go over five ways to identify featured snippet opportunities.
Use Google to identify potential snippets
Start looking for snippet opportunities by putting yourself in your audience’s shoes and thinking what questions you may want answers for. Even boring industries have a large range of opportunities to answer questions in the featured snippets.
For instance, let’s say you are in the diamond industry. The very nature of this industry is filled with terminology people will search to get information about.
Doing a quick Google search like, “What is a girdle on a diamond” will showcase a Google featured snippet.
Hopefully the showcased content is yours. Under the snippet you will sometimes see a helpful note from Google, “People also ask.”
These are the pressing questions your target audience wants answers for. You can dig a little deeper and even see who has the leading content for that question based query.
Now that you see a few competitors, you can try to steal their snippet with a little more research and some snippable optimization.
Use SEMrush to snag competitor featured snippets
SEMrush is one of the most used online platforms for site analytics, and also a useful tool to identify Google Featured Snippets. You can use SEMrush to find your snippets, or use the platform to find your competitors’ snippets as well.
To check out your snippets, do an “Organic Research” search for your domain:
Next, locate “Featured Snippet” on the right side of the page.
You can also filter your snippable keywords using the “Advanced Filters” option, choosing Include – SERP Features – Featured Snippets.
Once you’d identified snippets that your competitors rank for, you can optimize for those same terms.
As for identifying your own snippets, it allows you to find variations of relevant long tail keywords that you could also own, and find keyword clusters that you already have authority in and might be able to expand upon.
Look for questions on Quora
Given that the foundation of these snippets is answering who, what, why, when, where type questions, you’ll need inspiration for finding the questions your audience is asking.
To do so, you can use Q&A platforms like Quora to find them. This will help you compile a healthy list of potential blog topics for your Featured Snippet content marketing campaign.
For instance, let’s say you were a travel site looking to compete with Kayak, Expedia, and other dominating brands.
Type in a quick question with a few of your keywords:
A nice dropdown of questions to choose from will suddenly appear right from the get-go, even before finishing your question.
You can also type in one or two keywords and find groups that may have snippet-worthy questions waiting for you to develop content around.
Once in the group, you can poke around, follow certain questions. You can also find a nice list of other groups to the right you may want to check out.
Next, you can use the on-page elements to optimize for the snippets as described here.
Find segmented questions on Answer the Public
Did you know that certain question words have a higher likelihood of being showcased as a snippet? That’s right: the question in question matters.
According to research by SEMrush, question based queries that begin with “how” or “what” are more snippable than when, where, why, and who.
This is valuable knowledge to have, but where do you find questions segmented into those respectable question words fast? Well, Answer the Public to the rescue.
Let’s say you want to earn a few SEO content snippets.
Your search results for SEO will yield a ton of questions you can use for content. The best part is that you can focus on the “how” and “what” questions to increase your Featured Snippet chances.
Find a variety of questions on Reddit
If you are searching for a wide range of questions for your daily blog, Reddit can be very useful. This online platform offers valuable insight for what questions are trending.
First, you will need to access the “askreddit” section of the platform:
Once you are there, you can use the search feature to further segment your search based on your industry. Focus on generic keywords in order to get relevant questions.
Once you’ve identified the questions, you can then focus on optimizing for those searches.
Ready for position zero?
Identifying potential Featured Snippet opportunities is the first step towards earning those coveted position ones. Make a list of all the question based queries you find using the above strategies, and begin optimizing your snippable content today.
How do you find featured snippet opportunities?
If you have considered marketing your brand on Reddit, you have likely heard the horror stories. The AMAs gone astray or the sad attempt Pilot made at using a meme to promote their own brand. The horror stories are enough to scare away many a marketer. Here’s the thing – you CAN market on Reddit. But only if you approach the audience the way they like to be approached. This week, our SEJ ThinkTank webinar series welcomed back Brent Csutoras, the Chief Social Media Strategist for SEJ and a Redditor of more than a decade. If you are looking to succeed […]
The post How to Successfully Market on Reddit [Webinar Recap] appeared first on Search Engine Journal.
Unless you’ve been living under a marketing rock, you know social media can be an effective tool for brand building, driving leads, and even making sales. Yet, most brands are still afraid to use Reddit, one of the largest social media platforms. Which is understandable, because Redditors can be a tough crowd if you aren’t careful to speak their language and follow their rules. But, when it works, Reddit can be an extremely valuable social media marketing tool. It has been used successfully by brands like Amazon and Nissan, Maker’s Mark, and Transamerica. If you have ever considered using Reddit but didn’t know where […]
The post How To Succeed: Marketing On Reddit [Webinar] by @dantosz appeared first on Search Engine Journal.
October was a relatively mellow month in terms of social media updates, but that doesn't mean there weren't any noteworthy announcements. #RIPVine
The post The Latest Social Media News from October 2016 by @thebigdebowski appeared first on Search Engine Journal.
Reddit CEO Steve Huffman held an AMA style update through a self-post on /r/announcements yesterday, October 26, 2016, to announce a handful of new things they are working on, and also answer some questions. One particular update was worth noting, as they appear to be launching ‘Interest Targeting’ into Reddit Ads, which would “allow advertisers to target audiences based on a handful of predefined interests (e.g. sports, gaming, music, etc.), which will be informed by which communities they frequent. A targeted ad is more relevant to users and more valuable to advertisers.” It doesn’t appear to be available in the Ad […]
The post Reddit News: Interest Targeting Coming to Reddit Ads and Spoiler Tags by @brentcsutoras appeared first on Search Engine Journal.
If you want to optimize Facebook ad costs, increase your Twitter engagement, and Reddit knowledge, check out my Pubcon day 2 sessions. Click for more!
The post #Pubcon Day 2: Facebook Advertising, Twitter Hacks, & Reddit Tricks by @annaleacrowe appeared first on Search Engine Journal.
Perception is everything. In the business world, people are naturally attracted to the biggest names, whether you call them influencers, experts, or [insert industry here] rock stars.
But what if you aren’t a big name yet? What if you’re just starting out and looking to make a name for yourself? How can you get on the radar of people you want to do business with in the future?
Social media advertising makes it super easy to appear superbad. You can bias the way people think about you and make yourself (or your company) appear bigger than you are.
Here are six crazy ideas that will help you look like a really big deal using social media ads.
1. Target ads at specific company employees
Is there a company you want to partner with? Before you even get to that first meeting, you want to make sure some important people who work there have heard of you.
How do you accomplish this? Start bombarding employees who work at that company with Facebook Ads.
Because Facebook Ads have super specific targeting, all you have to do is target people who work at the company with certain job titles. You don’t want to target every employee at a company, especially really large ones. You just need to make sure the right people see your ads (e.g., people with “marketing” job titles).
The goal of these Facebook ads is simply to build brand awareness for you and/or your company. You’ll want to start this process about 90 days ahead of time.
You’ll know if you’ve achieved your goal when you finally talk to them and you hear the magical words: “I’ve heard of you guys.”
2. Promote your guest posts
One way to gain some exposure with a new audience is to do a guest post for a large, established industry publication. When you finally get this opportunity, you need to make the most of it.
Spend no more than $50 for a promoted post on Facebook and a promoted tweet on Twitter. Send some targeted traffic to your inaugural guest post.
Most publishers live and die by pageviews. Unless they’re crazy, the editors will try to lock you up and make you a regular contributor in the hopes you’ll keep sending them thousands of pageviews every month.
3. Do an engagement campaign
Want to really make someone take notice of you on social media and appear more influential than you are? Tag someone in a Facebook post or tweet and then pay to promote it.
For example, let’s say you’re trying to get the attention of an editor at a publication where you want to become a contributor. You could tweet: “Great post by [insert Twitter handle here]” also making sure to include the headline and link to the story.
That might catch their attention when they get the notification from Twitter – for a couple seconds. But once you start promoting it, you’ll REALLY grab that person’s attention as it starts getting retweeted and liked hundreds or maybe even thousands of times.
“Wow, this guy is kind of a big deal,” they’ll think. They’ll want to work with you.
4. Spike your Medium posts
Are you publishing on Medium yet? You should be. It’s a great way to grow your audience and expose your best content to more people.
To get really big on Medium, you need recommendations. If you can get 200 people to click on the Medium heart on your post within 24 hours, it’s extremely likely that your story will be one of the top posts for the day and featured prominently, both on Medium and in the Medium Daily Digest they send out to users via email.
How do you get that many hearts in 24 hours? By spending no more than $50 on social media ads.
Facebook and Twitter ads that are targeted to people who have a Medium account will help send some great traffic to your posts. Hopefully this will be enough of a catalyst to turn your post into a unicorn that gets lots of hearts and reads.
5. Get on the Front Page of Reddit
Of all the ideas in this post, getting on the front page of Reddit is the most difficult. But when you do manage to get there, you’ll get tons of traffic.
Basically, if you do nothing proactive, the odds that a redditor will discover and submit your post are about 1 in a-very-large-number-with-a-lot-of-zeroes-on-the-end. Also it’s not easy to identify redditors on other social media sites because they have random aliases.
What you can do is try to get on the radar of Reddit power users. Results aren’t guaranteed, but here’s how you do it.
Let’s say you work for a company that sells home and gardening products. You’ll want to create social media ads that target people who are interested in the home and gardening category and Reddit.
Chances are good that someone who is authoritative on Reddit will follow Reddit on other social platforms. They’re always looking around for interesting things to submit.
Although it may seem like you’re still sort of blindly hoping a high-profile redditor will submit your post, this technique has actually been surprisingly successful. Basically this will narrow your odds from 1 in a gazillion to something more like 1 in 10.
Before trying this out, my posts had never made it to the front page of Reddit. Since using this tactic, I’ve managed to successfully get to the front page about 10% of the time.
6. Become a trending story on LinkedIn Pulse
The biggest factors in the LinkedIn Pulse algorithm are traffic and engagement. Pulse will highlight posts have gotten the most views, likes, shares, and comments in the past few minutes.
There are two things you can do to help your LinkedIn posts start trending.
Become associated with a channel
LinkedIn Pulse has more than 100 channels for topics including entrepreneurship, leadership and management, productivity, and marketing and advertising. No matter what you write about, you’ll find a channel that’s right for you.
If you want to help your LinkedIn article become a unicorn, more people need to see it and engage with it. Your personal network is limited, but some of these channels have millions or hundreds of thousands of followers.
So in addition to doing some basic optimization as you write (using the right keywords to help Pulse as it analyzes and categorizes your article), you’ll want to tweet to @LinkedinPulse and ask them to feature your post in a specific channel.
Use social media ads
Being featured on a Pulse channel isn’t enough to start trending. You also need a catalyst to drive lots of traffic and engagement to your post.
This is where Facebook, Twitter, and LinkedIn promoted posts come in. You can use these ads to quickly drive lots of traffic to your LinkedIn article.
Again, you don’t need to spend a lot of money on these ads. You can even target your ads so they only show in countries you normally don’t care about to make it even cheaper – all LinkedIn cares about is traffic, not where that traffic is coming from.
You just need to spend a few bucks until the ads provide enough of a surge to push your post to the top. Once your post starts trending, it will be self-sustaining as people visit the channel and read the day’s top stories. Yours!
If you’re lacking in influence or name recognition and want to appear bigger than you currently are, try out these ad ideas. For a small investment, social media ads will help you get noticed and viewed as a serious force in your industry so you can grow your audience, influence, and business.
This article was originally published on the WordStream blog and is reprinted with permission: Social Media Ad Ideas.