SEO is changing fast due to the rise of AI and the shift in technologies. This means we’ve had to rethink the way we approach strategy. Adding a few keywords into your web copy or Meta information just isn’t going to cut it anymore. Anyone can now ask tools like ChatGPT to produce keyword-packed content in seconds, which means search engines are raising the bar.
Today, Google and other search engines are rewarding businesses that produce fresh, genuine, and authoritative content. The overall goal is to position you as a trustworthy industry leader, which will, in turn, get you ranking higher in search results. And one of the most effective ways to do this (much to some people’s dismay!) is through video content optimised for featured snippets.
Step 1, Featured Snippet Keyword Research –
The process starts with keyword research, specifically focused on finding opportunities to appear in featured snippets. SEMrush’s ‘Keyword Magic Tool’ is great for this, as it reveals the most commonly searched questions in your industry. We talked about this tool in a previous blog, where we also covered a few other brilliant keyword research tools: https://everytrick.co.uk/free-keyword-research-secrets-every-business-owner-should-know/. The idea is to identify questions that are highly relevant to your business, get decent monthly searches, and are easier to rank for because they have a low KD% (keyword difficulty) score.
Here’s an example: if you run a dog grooming business, you might come across a question like “how long does dog grooming take?” which gets 110 searches a month with a KD% score of just 20. While someone searching for this exact question might not immediately become a customer, by securing the featured snippet, your business appears at the top of the results page. The more relevant questions you can answer, the more visible you become, and the more you show Google and other search engines that your website is a reliable and useful source of information. This is what is going to boost your ranking results.
Step 2, Video Content –
Once you’ve built a bank of these questions, the next step is simply filming the answers. This is where you, or a confident and knowledgeable member of your team, gets in front of the camera to talk through the answers. You don’t need to be a natural presenter; we can guide you through the process. We can provide the equipment, from high-quality cameras and tripods to lighting, top-notch microphones, and even a teleprompter if you’d prefer to read from a script. Filming in a relevant and authentic setting (e.g. like your dog grooming parlour!) helps keep the content engaging and personal, although this isn’t a deal breaker; a plain background also works just fine.
After filming, we take over. Our in-house team edits the footage, works on sound design, and polishes everything to make sure the final content is professional and ready to go.
Step 3, Optimising the Content for Featured Snippets –
We then transcribe and repurpose each video by creating a short summary paragraph, a bullet-pointed list, and a HTML table so the content is perfectly suited for Google’s main 4 featured snippet formats. This gives your videos the best possible chance of securing a snippet, no matter which format Google decides to choose.
This content can either sit as a blog on the front of your site or stay hidden in the backend, where Google can still index and rank it without it needing to be publicly visible.
If the thought of planning, filming, and optimising all of this feels overwhelming, that’s exactly what we’re here for. By utilising video content, we can help your business become more visible and more trusted online. The aim is not just to get you seen, but to establish you as the go-to authoritative leader in your industry.
Book in a FREE 1-2-1, completely tailored to your business with Every Trick today, and let’s get your site ranking!