Position 0, the most desirable position for any SEO manager. If you know a little bit about SEO, you would know how crucial Position 0 is for your website. Whether it’s boosting website traffic, generating leads, or converting into profitable outcomes, Position 0 helps you achieve it effortlessly.
In this blog post, we’ll cover all nitty-gritty details of Position 0 and shed some light on why do you need Position 0 in the first place for your business.
What Is Position Zero (P0)?
Position 0 is the very first search result on Google right above the organic SEO listings. It is also referred to as a featured snippet or rank zero. The purpose of P0 is that explicitly provides the answer to the searchers’ query without the need to click on a website.
Position Zero Example
To further simplify what P0 is, let’s look at a P0 search result.
If I search for “how to get a driver’s license,” the P0 result will show right below the paid ads and it will look like this:
The featured snippet provides a direct answer to the search query. In this case, it shows the step-by-step list of how to get a driver’s license with a link to the New York DMV.
Now, that we have covered What Position Zero is, and what it looks like, let’s dive down to the history of Position Zero.
History Of Position Zero
Google is always known for bringing something new to the table. Over the last few years, Google has evolved and fine-tuned search results and answer queries in a more detailed manner to the searcher.
To provide a direct answer to search queries, Google has introduced the Knowledge Graph, based on human-generated information from databases like Wikidata and Freebase.
For instance, looking for the answer of “CEO of Tesla” will show this Knowledge panel, yield the information from Google’s Knowledge Graph.
Fast forward to now, Google leverages countless pages in its index to yield results in real-time.
Assessing the relevancy to the search query, Google introduced Position Zero, which takes a chunk of information or content directly from the website.
For instance, looking for, “how to write a blog” yields a featured snippet from HubSpot with a step-by-step list and a link to their website for the searchers to read more.
You may be wondering where does Google pulls the information from for the featured snippet and how can one earn a spot? Keep on reading to get the answer to these questions.
Where Does Position Zero Content Come From?
When searchers enter queries on Google, its algorithms find web pages that answer searchers’ queries. The search results will display at the top of the search engine ranking page as Rank Zero or Position Zero results.
Furthermore, Google also includes the link and page title of the website containing the information of search query.
Why P0 Is Important For Your Business?
If you know what SEO is and knows how to leverage it for business, it certainly means that you know the importance of ranking at the top of the search engine ranking page.
When you rank at the top of search results on the keywords related to your business, you earn more website traffic, leads, and hopefully convert them into revenue.
Position Zero puts you at the top of search rankings, even above the first position. That in turn, allows you to drive more traffic to your website.
Let’s now deep into why SEO is important for your SEO strategy and achieving business goals.
Position Zero Helps You Gain More SERP Territory
With Position Zero, you’d be able to gain more SERP territory. It provides more information on relevant queries than other search results and covers more areas of the SERP, leaving lesser room for your competitors.
Your webpage rank on the featured snippet allows you to have more presence on SERP, making searchers learn more about your business, products, or services.
Position Zero Helps Improve Click-Through-Rate (CTR)
There’s no denying the fact that websites that rank on the top of the search result receive the most clicks. If you happen to rank on Position Zero, it will further up your game, gaining more clicks and website traffic.
These clicks are the key to generating more leads, conversions, and revenue. They are crucial to succeed in the digital world.
Position Zero Results Are Crucial For Voice Search
Voice search takes a majority of search results. Therefore, it’s highly crucial for businesses to optimize their content for voice searches to gain an upper over their competitors.
Otherwise, you will most likely lose a wonderful opportunity to get more clicks, generate leads and conversions.
Position Zero Results Are Becoming More Ubiquitous
There are over 12% of search results contain featured snippets.
Position Zero is becoming more ubiquitous day by day, therefore, you should optimize your website for your Position Zero as well. It will help you gain a bigger piece of the pie on SERP.
If you think getting to the first page of SERP is good enough for your business growth, you cannot be more wrong. Position Zero takes most of the traffic and should be the top priority in your SEO strategy.
How To Rank Your Content In Position Zero?
There are seven ways you can rank your content in Position Zero. You also need to include these formats in your SEO strategy.
- Numbered and bulleted lists
Apart from including these formats in your content, there are other types of content that you should include in achieving Position Zero.
1. 5W answers (who, what, where, when, why?
The purpose of Position Zero is to answer the 5W questions: Who, what, where, when and why.
If you happen to provide the answer to the questions accurately and succinctly, there will be a high chance of it appearing on Position Zero, something like this result for “why is the water blue” query,
If you cannot seem to find the 5Ws, you can also refer to the “People also ask” feature to find more questions to answer relevant to the topic. Then, you also need to make sure that your answers are to the point, covered with more detailed information on your webpage.
Leveraging how-tos also work wonders in achieving P0 results.
Most “how-to” searches on P0 results provide a step-by-step guide for the searchers. As in the example above, Drivers Education USA offers detailed instructions for searchers to start a car, by clicking on their link will further elaborately cover the entire topic.
Definitions are also a great way to rank your content in Position Zero.
Searchers always look for meanings of complicated words and P0 delivers that information effortlessly.
This P0 result for “mission meaning” helps searchers find the meaning of the term.
Most searchers compare two or more products or services that help them in their buying process, or they simply want to gain more knowledge.
The P0 result for “Pepsi vs Coke” gives an overview of the giant brands with a link for searchers to read more.
You can easily format this type of content with bullet points, lists, or tables in order to achieve a featured snippet spot.
5. Price Information
P0 results also come from price information. Searchers look for prices of products or services on search engines to have a rough idea of how much they need to pay for a particular product or service.
If you’re wondering about the price of the new iPhone, here’s how you can get a quick estimate on Position Zero result.
6. Top Lists
Top Lists also yield P0 results; as they help searchers in the buying process.
If you have a musical ear and are looking for great new songs to buy, just search for “top-rated songs” and voila!
7. Frequently Asked Questions (FAQs)
Don’t mistake it with FAQs that answer a wide range of questions. P0 FAQs answer common questions asked by searchers about a particular topic.
And it yields results from in-depth web pages that cover everything about that subject.
For instance, when you search for “vegan flavors of domino’s pizza,” the result will show how vegan pizza is made.
Vegan food enthusiasts can now know more about Domino’s Pizzas’ vegan flavors to delight their tastebuds and learn more about them in Business Insider’s blog post.
In the end, it’s quite challenging to rank your content in Position Zero. Even if your content gets into Position Zero; it still is subject to change if or when search engine decides another piece of content provides more value and is relevant to the particular subject.
Therefore, businesses must keep their content in check and make regular updates. In that way, your content will stay on the featured snippet.
Remember, no SEO strategy delivers results overnight. It takes time and patience to put your content at the top of SERP.
Nonetheless, if you leverage the right and relevant keywords and optimize your content based on the search intent of your target audience, you might get to put your content on the sweet spot of Position Zero.
Therefore, businesses must keep their content in check and make regular updates. In that way, your content will stay on the featured snippet.Remember, no SEO strategy delivers results overnight. It takes time and patience to put your content at the top of SERP.