Orthodontics Google Search.png

[fomayof928@mowline]

A search for "what is orthodontics" in an incognito Google Chrome window revealed the following highlighted snippet:



This search result fulfills at least one major search intent: “What is orthodontics?” I use this as an example because my agency and I had been trying to rank for this keyword for a client for some time. china number data were a dental practice that offered orthodontic and general dental procedures at locations across the United States. We had optimized their locations for their orthodontic procedures , but we wanted to rank their non-local services pages as well, as well as attract new patients who were in the early stages of finding a new orthodontist. But without local qualifiers, it was difficult to rank the pages for short-tail searches.

After a year and a half of tweaking, tweaking, rewriting, and re-optimizing content — all while building links — we were not seeing any movement with our organic rankings. It seemed like business websites weren’t meant to rank for these short-tail keywords. Content creators have long lamented that featured snippets don’t attribute where the content comes from in the SERP , thus driving traffic away from the site.

We believed that rich snippets would become more prominent in the SERPs - especially with the rise of mobile and voice search - and that, even without proper attribution, appearing in such search results would benefit our client, especially if we were able to rank in long-tail, question-based searches. If we could rank in a featured snippet, where a potential customer was asking a question about the service we provided, we would benefit from answering that question for them. Not only would we achieve the coveted "zero position", but we would position our client as an authority in their vertical, potentially increasing conversions.