Woo Content Logo

How to optimise your destination content for featured snippets

Featured snippets are a great piece of real estate to own on search engine results pages (SERPs). There isn’t a decisive way to achieve a featured snippet – only Google really knows how you get there. However, in this article we’ll cover tips that can increase your chances of earning a featured snippet while improving your pages’ usability and rankability.


Why bother with snippets?


Position 0 is the coveted spot for all websites – this is the highest possible spot you can rank on Google without advertising. And if you have the opportunity for your page to sit at the top spot, you’d be silly not to try and get there. That’s where featured snippets come in. They’re great for your travel website, as you can rank above the first organic result.


Plus, according to ahrefs, 12.29% of keywords it tracks have a featured snippet – that’s approximately 14 million featured snippet opportunities. In this post we’re going to show you how you can optimise your destination content to achieve a featured snippet.


What featured snippets are there?


There are three main types of featured snippets you can aim for and here are the ways you can optimise your content for them:


1. Paragraph featured snippets


Screenshot of google screen snippet


Paragraph snippets are pulled through by Google from a website’s source page and typically try to answer a question, like above. Usually the search query is answered by looking at the snippet paragraph, but people can click through to more information, as what’s in the snippet isn’t everything that’s on the page.

How to secure paragraph featured snippets


Paragraph snippets are great for these types of search queries:

  • comparisons
  • what is…?
  • who is…?
  • how is…?
  • why is…?


With this in mind, you should keep your answers short, concise and straight after your H1. Furthermore, use the question itself for the H1, and use H2s that have keywords found in the question. For example, use the question ‘What language is spoken in the Maldives?’ as your H1. The snippet shows approximately 40-50 words, so aim for your answer (first paragraph) to be in this range. The rest of the content on your page should be further supporting information for the concise answer you’ve written in your first paragraph.


2. List featured snippets


List featured snippets comprise the next two on our list, in the form of bulleted list snippets and numbered list snippets. Naturally, as a travel brand, there’s more compatibility for travel content to aim for a bulleted list snippet (as shown above) as opposed to a numbered list featured snippet. This is because numbered list snippets tend to be more step-by-step guides to recipes, DIY jobs, and so on.


How to secure list featured snippets


As numbered lists aren’t going to be as prevalent in the travel industry, we’re going to focus on optimising travel content for a bulleted list featured snippet. As with paragraph featured snippets, use the question as your H1 and make sure that the first paragraph address the question at hand. Furthermore, arrange the rest of your content as a list by using <h2> tags for the title of bullets to make it easier for Google to understand that your content is a list. For further information on HTML, click here.


3. Table featured snippet


Google snippet


The last type of featured snippet is a table featured snippet and simply consists of data being shown in the SERP in a table, resulting in easily digestible information. An example can be seen above. 


How to secure table featured snippets


Like the previous two, use the question or search query as your H1 and show the data you want in the snippet straight after the H1. Furthermore, display your data in a table on your page itself, as this will make it easier for your user to read and makes it easier for Google to understand that it’s a table – use the <table> tag, too.


Featured snippet fundamentals


There are general SEO elements that you should keep in mind when optimising your destination content for featured snippets. They are:

  • answer the query: the main focus of your travel content should be to satisfy the searcher’s query, so ensure you do this – you’ll be rewarded if you do
  • on-page SEO: ensuring you carry out standard on-page SEO activities helps your organic and featured snippet opportunities – don’t forget about them
  • backlinks: securing highlight-quality, relevant backlinks are great for featured snippet hunting as they show Google that you’re content is worth ranking
  • images: high-quality, relevant images break up content, making it more digestible and is an indicator to Google that your content is worth ranking.


Securing a featured snippet spot on SERPs is not a clear-cut process, nor is there one perfect solution. However, the tips outlined above will help increase your chances of securing a featured snippet and at worst, will improve your overall SEO of your pages – there is no downside to following our advice!