Everyone dreams of seeing their name in big, bright lights at some point during their life. The internet’s equivalent to this glitz and glamour means appearing at the top of search results. If you’re “famous” enough, Google will cast you in their next blockbuster “featured snippet,” the eye-catching search result that adorns the top of a browser window. These coveted spots are a tremendous asset to any business, but you can’t purchase them. So, what is a “featured snippet,” and how do you draw the eye of Cecille B. Google to rehearse for that oh-so-important close-up? Here’s a breakdown of how featured snippets relate to law firm SEO:
Law Firm SEO
The Google Marquee
A few years ago, Google noticed that users often left a search results page without lingering. The more time a user meanders on a page, the likelihood they will see and interact with ads might increase. People seemed to appear on Google’s website, find what they wanted, and exit stage left. The company viewed this turnstile traffic as undesirable to any media buyer. They appropriately dubbed this phenomenon “bouncing.” In the user’s defense, the search results page of yesteryear was less than inspiring, spotlighting only paid ads and organic search results.
Google posited that providing rich elements to the user through visually enticing content and factual information could keep them there longer and counteract mass instances of bouncing. So, the coders went back to their keyboards to try to alter the...
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