Let’s attach a story to this search and apply some context as to why this snippet is such a great tool for converting potential customers:
A business owner may be feeling overwhelmed and increasingly frustrated by the minimal return on investment they are seeing from their Google Shopping campaigns. Not ready to speak to someone just yet and admit defeat, they take to Google to try and work out what’s going wrong.
After a basic ‘help me’ search consisting of “google shopping problems”, our featured snippet pops up listing the common problems many businesses face. Aha! They spot “disapproved products” at the top of that snippet list and think “yes… I have been getting a lot notifications lately on disapproved products”.
…We’ve got their attention.
As the snippet hints that the full article also shows readers how to improve their Google Shopping campaigns, they may also have the solution. So the business owner clicks through to the blog post.
After reading through the blog post and discovering actionable insights that will help them to improve their campaigns, they go away and make their changes.
Oh no we’ve lost them haven’t we? Well not quite…
Because we’ve made a good impression. When something else goes wrong in the future with their campaigns, they no longer have the resource to continue management of the campaigns in house or they are looking to switch agency, it’s us that they think of first.
And there’s the conversion.
The featured snippet offers the most relevant answer to your query as Google trawls through its index to extract the best slice of content from blog posts, guides or website pages.
Getting your content into a featured snippet is tough, there’s a lot of competing content out there online and your page already needs to rank on the first page organically. However, featured snippets have higher CTRs than other organic results and bring in a much larger stream of relevant traffic into your website or blog so it is definitely worth the effort.
Related Questions (labelled as People also ask in Google) are a series of questions that are based on the algorithms that may relate to the original search. Similar to the Featured Snippet, this snippet is usually shown for question-based searches.
When you click on each question the drop down opens up to offer a mini featured snippet or a ‘quick answer’. Whilst the exact location in the SERPs may vary with each search, they always tend to appear alongside a Featured Snippet.
Related Questions are a great way to understand and evaluate search intent. By analysing this snippet, you can determine the other related searches people are conducting and tailor your content strategy to deliver content that meets user’s needs.