Since Google’s recent updates, a new position has appeared in its search results: position 0. It corresponds to search results located above the first results on Google. On mobile, they are even above the waterline. Google does not hesitate to highlight this result graphically so that it stands out from the others.
The information in this area is information that is considered relevant and responds to the problems of Internet users. More often than not, these are immediate answers to questions asked by Internet users.
Even if Google doesn’t reveal its secrets, we know some of them and offer to share them in this article to help you reach position 0!
Why are you aiming for position 0?
As an entrepreneur, if you have a website (whether it’s a shopping or institutional site), your goal is to be well positioned to increase your visibility, increase your traffic and your clickthring rate.
With position 0, you increase the performance of your pages and so you can maximize your clickthring rate and increase your organic traffic (i.e. not paying). According to articles published by Hubspot and SearchEngineLand, position 0 would increase organic traffic by 100% to 500%.
In terms of vocal search, Featured Snippets (or enriched excerpts from position 0) are the only excerpts that are read. This is all the more advantageous for your website as voice search cites the source of this excerpt.
How do I get to position 0?
These recommendations will allow you to produce quality content and position yourself on popular queries (words or phrases entered on search engines).
Choose what type of extract displayed in position 0
You can quite choose the paragraph format that will allow you in just a few lines to synthesize a clear and accurate response to a query. However, you can also select another format such as a numbered list. This editorial format is perfect for certain queries: recipes for a dish, steps to follow to accomplish a specific task (for example, the layout of a place, etc.).
In order to facilitate the indexing of this type of content by Google, do not hesitate to include certain tags that are favorable to natural referencing and that per
give search engines a better understanding of the proposed content: tags <ul>to introduce a list and then tags <ol>to list the different items in an orderly list or <il>for messy lists. Other formats can also allow you to reach position 0, such as videos, which are useful for demonstrating a product, for example.
Determine which queries you’ll be positioning on
You need to make sure that the queries you choose are not only your industry, but also the searches of users. To do this, you can use different tools: Google Ads which is free and allows you to generate keywords, SEM Rush… You can also use Google queries. For example, when we entered this “how to create an organic face mask” query, Google offered us a few more examples.
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Choose queries with large search volumes
Keep in mind that the goal is to increase your visibility and quickly position yourself in position 0, it is essential to select search terms popular with your audience. To determine them, you can use different tools, including Google Ads or Google Trends.
Choose long queries
As we have seen before, questions are interesting queries to position themselves on. To increase your chances of occupying position 0, we recommend using long queries with at least 6 words and question form.
Bringing solutions to your customers’ problems
Write content that solves your customers’ problems: don’t hesitate to design quality content that is as clear as possible and provides an accurate response to your customers. For example, if they are wondering how to design a homemade make-up remover, include a make-up remover lotion recipe in your article with all the manufacturing steps.
Structure your content into different title levels:
We can never repeat enough the importance of having content that is structured in different level 1 titles, Level 2 title, Level 3 title, etc. (H1, H2, H3 tags…). Also include short sentences and short paragraphs so your content is easily identifiable. Don’t hesitate to include the main and secondary bold keywords in your article.
Structure the URLs of your pages:
It is best to avoid URLs that are too long to read. Also, don’t hesitate to remove unnecessary attributes from your URL and keep only the main keywords. On the other hand, you your pages are deep and the more it is necessary that it includes the name of the folder or category in which it is located as well as the subcategory or sub-file. Here’s an example of an optimized URL: domaine.com/client/inbound-marketing-pour-logiciels-saas/ that has a clearly identified “customer” category or folder and a “SaaS software inbound marketing” sub-file. The keywords “inbound marketing” and “SaaS software” were also integrated.
Take care of the internal and external mesh (backlinks)
The results in position 0 are not necessarily the ones with the most inbound links, but they all have the distinction of presenting a number of them. So don’t hesitate to ask high-profile sites to link to your pages, they can also be links from your customers, partners or relevant sites in your industry.
What types of information can be displayed in position 0?
There are different types of information that are occupying position 0:
Featured Snippets or “optimized extracts”
Les Knowledge Graph
We’ll analyze them for you in the rest of this article
Featured Snippets or optimized extracts
These are excerpts that are positioned above the first research results. These excerpts provide immediate and relevant answers to a question asked by the user or correspond to a request asked by the user. These excerpts always have a URL and quote a source and can also include images, videos, news or shopping.
In our example below, we entered the query “how to do your hair detangler?” and position 0 appears as a paragraph.
No matter how the Featured Snippet appears, it comes from an organic result. The latest updates from Google no longer allow URLs in position 0 to be as present in “normal” search results.
However, by doing a different type of research “what is parliament?” Google has offered us Wikipedia twice with two different landing pages: in position 0, Google displays a response contained in the Wikipedia dictionary that includes a definition of the term “parliament” and in the results of searches, a response that redirects to the “French parliament” page.
Depending on the goals to be achieved and the queries you are positioning yourself on, it may be appropriate to integrate a dictionary as a type of content.
Position 0 is not always displayed and according to a study published by Gestat, only 10% of search results are displayed in position 0.
What are the risks associated with Featured Snippet?
The Featured Snippet, however, presents some risks. Indeed, if a user decides to ignore the elements that are in position 0, they will not be able to find the same result in the SERPs. Some experts have predicted that the URL displayed in the Featured Snippest would be relegated to page 2, but it would appear that Google displays this link well beyond page 2.
The other risk is that the user will find the answer to his questions directly in the Featured Snippet and that he does not go further in his research. To deal with this problem, several solutions exist including anticipating future requests from Internet users and responding to them with appropriate content.
For example, if an Internet user searches for the results of municipal elections in their area and obtains the items directly without the need to click on a particular link, it would be appropriate to create other pages corresponding to other requests from this user, such as “which parties are most represented in Region XX.”
Which queries should be preferred to get to position 0?
The queries that are most likely to occupy position 0 are those that include questions such as “how to create a homemade make-up remover milk,” “why prefer the red label for eggs?”, “what is optimized content on the web?”, “What is optimized content on the web?”, What is the best smartwatch? ”When will the next full moon take place in Brittany? etc. These are simple questions that require concise answers and can easily be displayed as a paragraph or chip list.
However, you will also find that even if you enter a simple “smartwatch” word, you will get a precise definition, because that query implies that the search engine is implicitly asked “what is a smartwatch?”
What is Knowledge Graph?
The second type of information that can occupy position 0 is what is called “The Knowledge Graph.” These search results do not contain any sources, as they are a compilation of information from Google’s database. Indeed, the American giant builds and collects its own information according to the manipulations carried out by Internet users.
The Knowledge Graph displays accurate results that include data structured around a place, personalities and things. In addition, the search engine also displays the links between these different elements.
For example, if Google is asked about the identity of Queen Mary Stuart’s husband, here are the results he posts and you will notice that there is no source, but is able to quote the different spouses of Marie Stuard in chronological order.
What are quick answers?
Quick answers are results that appear in the search engine following specific queries such as the stock market price, the weather or the results of a sports competition.
Thus, we entered as a request “match Lyon PSG” and Google posted the results of the last football match between the two teams. It should be noted in passing that we did not specify which sport it was, but that Google “guessed” this.
But the American giant not only posted the results of the match, it also provides additional information about the identity of the scorers and the minute they scored. In addition, it is possible by clicking on “more information” to have additional elements.
Before embarking on a frantic race to position 0, we recommend that you conduct an audit of your current natural referencing and determine which keywords you want to position yourself on. Among this list, determine long queries that can be adapted to Featured Snippets, Graph Knowledge or Quick answer. After that, you will be able to design structured content in accordance with the advice given in this article. This will make it easier for you to differentiate yourself from your competitors and attract new customers. It would be a shame not to use this lever to boost your business!