04 Feb Google Featured Snippets For Financial Planners
When a searcher types a question into Google, the search engine will deliver a relevant result in a box known as a featured snippet. Let’s take a look at how featured snippets for financial planners can work to build your authority and increase the traffic to your site.
Have you ever typed a question into Google and found the answer at the top of the search results in a box? Well, that is a featured snippet. Whenever a user types a question into Google, Google might show a search result within a featured snippet block at the top of results list.
The featured snippet block shows the answer to the question, a link to the webpage that the answer was extracted from, the page title, and the page URL. You can read more about how Google describes featured snippets here. If you are able to rank for a few featured snippets for financial planners, then you will increase the traffic to your site.
What Does A Featured Snippet Look Like?
To grab an example of a featured snippet for financial planners, or at least a topic related to financial planning, I just entered ‘how much income protection do I need?’ as a query into Google.
This is the result:
How Can You Get Your Site As A Featured Snippet?
Unfortunately, you cannot opt-in to have your site to be included as a featured snippet. Google programmatically detects pages that answer questions that users have input into the search engine. They then display what they believe to be the top result as the featured snippet. This can change regularly as more relevant content is added to the web. Keep in mind, featured snippets for financial planners can be competitive.
Even though you cannot opt-in, it is still possible to have your site rank as a featured snippet. Here is one of our sites ranking for the query ‘how many Australians own an investment property’:
Whilst the exact qualification criteria for Google featured snippets is unknown, there are some best practices to follow:
- Make sure your site is secure (https://). Google doesn’t like sites that are not secure (http://).
- Answer specific questions in easy to understand language.
- Keep the answer short and sweet.
- Cite any references.
- Make sure that your site is optimised for mobile.
- Use images & infographics to break up your text.
Using Featured Snippets For Financial Planners
The first step in using featured snippets for your financial planning business is to create a list of questions that you want to answer. Make sure that these are questions that your target market would ask. To get a greater understanding of your target market, make sure you create a buyer persona for your business.
Let’s work through some examples.
If you specialise in retirement planning, you may want to target:
- How much do I need to retire?
- How do I access superannuation when I retire?
- What age can I retire?
- Who provides retirement advice?
- When can I start a pension?
- Why do I need to apply for the age pension?
If you specialise in risk advice, you may want to target:
- How much life insurance do I need?
- What is trauma insurance?
- Why do I need income protection?
- When is a good time to get life insurance?
- Who can help me get life insurance?
- How does income protection work?
I think you get the idea.
Use the who, what, were, when, why, and how formula to help you come up with relevant questions.
What If The Question Is High Competition?
I haven’t checked any of the above questions for search volume or competition, but don’t get caught up in those details just yet. Just focus on your buyer persona and answer the questions that you think they will be asking.
This is especially true if your site is young or it doesn’t have much content. You need to produce consistent content to improve your site authority and search engine results so don’t let perfection get in the way of progression.
Some of your questions will naturally have high competition, however, don’t let that stop you. Keep brainstorming and you may come up with a question that has low competition and is easy to rank for. If you’re trying to rank use featured snippets for financial planners as an SEO strategy, then you’re going to need a mix of questions. Create a page or post for each question and be sure to answer it in enough detail and with proper citations to increase the likelihood that Google will find your content.