It used to be that number one was all legal marketers could ever hope to attain in search engine results. But things have changed. Now your ultimate goal should be to reach “position 0.” Wait, is that even possible?
Actually it is. What Google means by position 0 is ranking for featured snippets, which appear at the very top of the SERPs – even before the number one ranking.
Here’s an Example
Let’s say that someone suffered a personal injury. They’re using Google to see what’s involved with filing a personal injury claim. They might search for something like this.
Here’s what pops up.
At the very top is a featured snippet. In this case, it’s from AllLaw.com, and it contains a brief section from their article that discusses how to file a personal injury claim.
A Growing Trend
Here’s the thing about featured snippets. They’ve been around since 2013 but are only recently appearing in a sizable number of search queries. Research from Stone Temple found that “nearly 30 percent of 1.4 million Google queries tested now show featured snippets.”
This number is only going to increase into 2018 and beyond. If you compare Stone Temple’s 2017 study with the two previous years, you’ll notice a dramatic spike in the use of featured snippets, so it’s definitely something that’s trending upward. The reason is largely due to the increase in voice queries where mobile users perform a quick voice search and want instant results without having to explore an article in its entirety.
Huge Potential Payoff
If you can get your law firm’s content to rank at position 0, it can lead to a massive surge in organic traffic. Just put yourself in an average search user’s shoes. Wouldn’t you be inclined to immediately check out a featured snippet and its corresponding content over the rest of the results?
Position 0 is set up in a way that makes users’ eyeballs instantly gravitate to it – often leading them to bypass the rest of the results. If you can get your legal content ranked for a featured snippet for a frequently searched keyword phrase, you can bring in huge traffic.
Tips for Ranking
So how exactly do you get ranked for position 0? Well first of all, you should know that there’s no magic formula, and you can’t create featured snippets. This is something that Google does at its own discretion. However, there a few things you can do to significantly increase your chances.
Your first order of business is to target existing keyword phrases that currently rank on page one. According to research from Ahrefs, 99.58 percent of featured snippets come from page one content. If you’re ranking well for a particular keyword phrase, you’ll want to do everything possible to improve that content and succinctly answer a user’s question.
Be sure that you’re meticulous about spelling and grammar because any errors are almost guaranteed to eliminate you from position 0. You should also start by answering the question right away and structuring the rest of your content around that. That way the answer is located at the top of the page. Including an answer in bullet points can work to your advantage as well.
Featured snippets have become far more common in Google SERPs, and this is likely to be an ongoing trend. Making an effort to get your law firm’s content ranked at position 0 like this can pay huge dividends and help you greatly maximize your organic traffic.