10 Step Guide to Google Search Intent/Snippet Optimization
“It is a truth universally acknowledged, that a marketer in possession of good SEO knowledge, must be in want of snippet optimization.”?
– Currently romancing marketing, so you can call me the Jane Austen, or his male equivalent, of growth marketing.
A marketer’s relationship with Google is always that of love-hate. While the former is always trying to woo the latter, the latter never gets tired of throwing challenges in the former’s way. I just call that Google’s way of keeping this relationship interesting!
In light of that, I tried to understand Google a little better and was able to successfully help my organization’s content to reach the Google snippet, i.e., the top of the search results created to feature the best-suited answer for a searcher’s query.
To understand snippet optimization, one must first understand search intent. The search intent is simply the why of a user search – it could be behavioral, worldly, historical, or the endless answers of a human why.?
Based on my eternal quest to pursue Google, I have created an easy 10-step guide to help you optimize content, target your intended audience, and make your way to the top (on Google).
Make a list of topics to be covered if you are writing a longer piece and prepare a ToC (table of contents) based on the topics.?
Do keyword research and list down 2-3 target keywords to be included in your content piece.
Know your competitors or the ones that are top ranking, what they are doing, how they are doing it, learn from them, and then defeat them at their own game. Competitor research helps you in keyword research as well as in creating a ToC that has all the necessary as well as that something extra, just enough for Google to notice you.
Make sure the following elements of your content piece include the main keyword:
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The moment you type into Google’s search box, Google starts suggesting or completing your search with proximate words based on topicality, popularity, search history, etc. These can be your longtail keywords. Treat them like your lover’s friends; they need to be acknowledged and included.
You want to think outside the box and provide an extension to what already exists, Google’s ‘People Also Ask’ section can provide unlimited insights and questions closely related to your topic for you to build on. As you explore these questions, a set of new items will keep getting populated. These are the questions Google wants you to answer before it considers getting to know you more.
Google’s algorithm clusters together certain words that are semantically related in predictable patterns. They help Google better understand search intent and string together a whole concept, with the help of the main keywords and LSI keywords. Whether you appreciate its importance or not, Google sure wants to see if you can finish what you started.
A systematically formatted and organized page is not just a treat to your readers, but also Google. Proper organization of your content in cognizable headers helps Google understand what the page is all about. And let’s face it, Google is a demanding partner, and you want to strive a little harder to lay down all your cards and be clear about what you want to say, otherwise it might just lose interest.
The more you try to formulate your headings as questions, and immediately follow it with a concise and correct answer, the more chances you have to feature in the Google snippet. Use questions as your subheadings or H2, so that Google has all the answers. You don’t want to keep Google in the dark. What good can come out of that??
Getting Google to fall in love with you(r content) is really about the right content – the language of love – meaningful content that gets to the bottom of the search intent and expresses what you really want to tell the world.
Intent Keywords/Modifiers and Snippet Criteria
Search engine technology is ever-evolving, and one needs to make sincere and consistent efforts to rise to Google’s snippet. The competition, trying for the same spot, is endless. Some are using old-school techniques, the others have updated themselves, but everyone is eyeing that sweet spot. Focusing on search intent and finding yourself featured on Google snippet is Google’s way of rewarding you for your efforts!
Your happily ever after with Google is a dystopian concept; after all, how do you learn and grow in a relationship if you stop challenging one another. I’d like to think I’m challenging Google with my strategies too – the right approach, content, and creativity are all it takes to get Google to love you a little bit more. Isn’t that what most marketers live for?