Have a question? Just Google it. Does your website provide the best Google answer? If so, your website will appear in the Featured Answer Snippets, or Position Zero.
What is Position Zero?
Position is the ranking your website gets when a keyword is searched in Google. You must be thinking that Number 1 is the best, but you might prefer to be in Position Zero.
Position Zero content appears before the search results at the top of the page. It is displayed a little differently than regular search results because it is designed to provide content or answers that respond to a specific search query. These featured snippets don’t appear for all search queries, but when they do, they may or may not link to the website that provided the content.
It’s all about helping people find the information they need quickly. If people can find their answer without clicking through pages, that’s even better! If Google decides your website offers the best answer for a specific keyword search, then your content might place in Position Zero.
It’s worth the effort to try for Position Zero
It’s a prestigious place to be because it means that Google has selected your site, from all the others in your industry, to provide the most credible answer to a query. This gives your business a certain credibility in the eyes of the users and your industry.
Even if you don’t quite get to Position Zero, optimizing your website sets it up to rank high in search results, and can cater to all types of searching, including voice search.
Getting your content to be the Google answer in Position Zero
Google makes the decisions. So, how do you get Google to choose your site? They want you to create good titles and snippets. Here is some quick advice from Google:
- Every page on your site should have a title tag.
- Make title tags descriptive but concise. When someone looks at it, they should know exactly what will be on the page.
- Don’t overuse keywords or randomly stuff variations of keywords in the title—you might appear to be spam.
- Create distinct and descriptive titles for every page. The title should directly relate to the content on that page.
- Incorporate your brand in the title, but only where appropriate, such as the home page.
- Create good meta descriptions, and ensure every page has a different description. While they don’t appear on your web pages, Google uses them for search results.
Of course, this list is just a basic guideline. It emphasizes how important it is to put in the time and effort to build strong web infrastructure to support your public-facing content.
Use schema markup effectively
There is both an art and a science to creating content and a website that will rank high in the results, and you’ll need the help of a company that specializes in SEO work, particularly to correctly implement schema markup on your site so web crawlers can find and make sense of your content.
Schema markup is coding that allows web crawlers to interpret the meaning of the content. While keywords are important to make content appear in the search results, schema markup helps categorize your content to make it more relevant to users, and it’s particularly important to get your web content chosen when people use voice searches. It’s a powerful, but underused, part of SEO strategy.
The downside to Position Zero (but is it really a downside?)
Well, you may have to re-examine your metrics for website success. The Featured Snippet is displayed in such a way that the search query can be addressed without ever clicking on the links. This means the user may not click into your website if they are satisfied with what they have read.
This has become the norm. A study of data from early 2019 suggests that 49% of all Google searches are no-click. This may be partly due to the number of people who are browsing on mobile devices, with less real estate on their screens to view search results. This might also explain why the click-through rate on search ads is rising—the ads appear before the organic search results.
So instead of basing your web success on traffic or number of users or sessions, look at other metrics that show users are accessing your business. Did they click on the ‘Call Us’ link extension or on ‘Get Directions’ from your Google My Business listing?
It’s time to move your business to the top of the list. Ask us how we can help you implement schema markup, manage your Google My Business listing, and optimize your website to rank well in search results.