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How to Write a Featured Snippet

How to Write a Featured Snippet

Reading Time: 3 minutes

Featured snippets are where you want to be on Google’s search results page. It’s position zero, featured at the top of the page, even above the featured ads and is higher than position number one. Getting the featured snippet spot can increase traffic to your site exponentially. But how do you get your site to be the featured snippet?

Choose the Right Kind of Featured Snippet

There are three different types of featured snippets: paragraph snippet, table snippet, and list snippet. Each serves a different purpose. For example, the paragraph snippet tends to provide a response to an asked question. A list snippet shows up when users are looking for something that provides a list, such as a list of steps in a process, or a list of results for a question. Table snippets occur when there is structured data for Google to arrange in an easily read manner.

The most common snippet type is the paragraph snippet, which occurs more than 85% of the time.

Finding Featured Snippet Opportunities

The next step is to figure out where you’ll have the opportunity to be selected for a featured snippet. It’s easiest if you’re already ranked number 1 or otherwise very high on the SERP. You don’t have to be the highest-ranking result, but you’re more likely to be chosen if you rank highly for a particular keyword. You should at least be on the first page of the SERP.

Choose the keywords that you rank the highest for and focus on those. Check out the SERP for those keywords and see if Google provides a featured snippet for that keyword. It’s possible to have one page trigger the featured snippet for a variety of different keywords if there are several for which that page ranks highly.

You can also find new featured snippet opportunities where you don’t already rank. However, you would need to create content designed to answer the question posed by the new target keywords. Your content would need to answer the question better than the webpage that currently holds the featured snippet position.

Format for a Featured Snippet

For each of your chosen keywords, examine the current featured snippet. Why might it have been chosen and not your website? Often, this has to do with formatting. For example, if a particular search query is best suited to a list snippet, Google could be choosing the page that has the format needed to most easily create a list snippet: H2 headings.

Featured snippets are created automatically by a machine, so it’s important that the html be easily parsed. If you use to create a list, Google may not be able to see it for the list that it really is. However, if you use

    or

      , Google will be able to interpret it much more easily.

      Answer Questions for Featured Snippets

      The best way to get the coveted featured snippet position is to figure out exactly what question users are asking when they search for your target keywords. Then, answer that question in the clearest way possible. Look at the current featured snippet and examine it for opportunities to answer the question better within your own content. It’s important to avoid copying what the current top results are doing, but you can use them as a stepping stone to create your own content that better suits potential readers’ needs.

Need some help growing your web presence and strengthening your brand? You’ve come to the right place.

Multi-Touch Attribution and Conversion

Multi-Touch Attribution and Conversion

Reading Time: 3 minutes

Whether a company does business online or not, the Internet is still an integral part of the marketing and sales process. Even for those who don’t have an online store, the Internet is where a large number of their customers find them. These days, having a website and investing in SEO and online marketing is an integral part of any company’s marketing strategy.

Both SEO and online marketing can help bring potential customers to your website, but how can you convert them from visitors into customers?

What Is Multi-Touch Attribution?

Multi-touch attribution is an analytical model that examines every step of a customer’s experience. It touches on each factor that goes into making up a customer’s experience in order to measure which steps are most valuable in turning a visitor to your website into a customer. Some analyses just look at either the first or last point in a customer’s journey, but multi-touch attribution looks at every touchpoint or segment of the conversion process.

Why Is Multi-Touch Attribution Important?

Multi-touch attribution is extremely useful in determining which parts of a marketing campaign provide the greatest ROI. The parts of a marketing strategy that end up converting the most visitors and prospects into actual customers are the most valuable parts of a marketing campaign. It’s usually not only the first or last touchpoint in the conversion process that brings in the customers. Multi-touch attribution looks at the whole picture, not just the beginning or the end.

Without understanding which pieces of the visitor’s journey to becoming a customer are the ones most responsible for conversion, it could be easy for a company to inadvertently make a change that decreased the conversion rate.

Choosing the Right Multi-Touch Attribution Model

There is no right way to do a multi-touch attribution model. Every company is different and its marketing needs are therefore also different. It’s important to make sure that all teams, especially marketing and sales, are on the right page when it comes to aligning goals before getting started, however.

If, for example, you use multiple sources for online ads, such as Facebook, Google, and Bing, you would want to track how many conversions occurred from each online ad source. That way, you can put more money and effort into the one that generated the most conversions (and, by extension, the most profits). You would then need to track each step a prospective customer took along the path towards becoming an actual customer, including ad clicks, form submissions, and calls.

Using Multi-Touch Attribution to Optimize for ROI

It’s easiest if you track all of your chosen touchpoints in one platform so that you can see all of the data in one place. Then you can calculate based on your ad budget for each type of ad which resulted in the most conversions. If your company is putting more money into a type of ad that is underperforming in comparison to the others, then you can optimize your paid ads accordingly.

Need some help growing your web presence and strengthening your brand? You’ve come to the right place.

SEO, Automated

SEO, Automated

Reading Time: 3 minutes

Marketing is an essential part of any business. But it can also be time-consuming. Why not automate as many of the marketing processes as possible? BrainVine now offers Pardot services, which automate many of your marketing tasks.

What Is Pardot?

Pardot is a software solution by Salesforce that provides automation services for marketing. It’s a SaaS, or software as a service, platform. It can automate a variety of marketing tasks, from email automation and lead management to targeted email campaigns.

Other automated tasks include:

  • Customer behavior tracking
  • Tracking websites
  • SEO
  • Digital marketing campaign creation
  • Managing web forms
  • Landing page marketing
  • Social media marketing
  • Performance tracking reports
  • Landing page personalization per viewer
  • Lead generation

What Does Pardot Do for SEO?

SEO is a major part of any marketing campaign. Pardot can automate a lot of marketing tasks, but what can it do for your SEO? Pardot can automate some SEO tasks for you as well. The primary SEO tasks that Pardot can handle are keyword monitoring and competitor SEO tracking.

Keyword Monitoring with Pardot

With Pardot, you can monitor selected keywords with the keyword monitoring feature. The data is automatically updated weekly and you can keep track of how well your website ranks for any given keyword. You can see a lot of added information about each keyword as well, including:

  • Cost per click
  • How competitive each keyword is
  • The search volume in Google for that keyword (approximated)

You can view keywords side-by-side in order to compare them to each other to determine the best keywords to use for your site. You can also monitor changes in rankings for your keywords over time. Pardot can even send emails automatically that contain the historical data for you to monitor your keywords.

Keywords can be added either individually or in bulk. They can also be viewed in a table so that you can see the metrics of each keyword.

Competitor Monitoring

Keywords aren’t the only thing you can monitor with Pardot. You can also track how well each of your competitors is doing with their SEO efforts. The competitor tracking feature allows you to measure how well your own site stacks up against those of your competitors. You can view competitor page rankings in a table for easy comparison to your own for each keyword.

You can monitor competitors over time as well, to see if your SEO efforts are helping you outpace them in the rankings for each of your target keywords.

Need some help growing your web presence and strengthening your brand? You’ve come to the right place.