Marketers should focus on showing up on featured snippets to improve marketing efforts amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2020, 2:00 PM UTC

Four most common types of featured snippets are definitions, tables, step-by-step types and lists.

This piece argues marketers should focus on landing a featured snippet on the search engine result page (SERP) to increase click-through rates during the pandemic. In order to show up in featured snippets, brands should tailor content to address specific questions that are relevant to their audiences. 

With more people using mobile phones for browsing, optimising websites for mobile devices with user-friendly formats can help marketers improve conversions. For instance, brands can leverage progressive web apps to provide app-like speed, instant logins and seamless page transitions on their websites.

Marketers can also include shoppable posts on their social media channels to enable easy in-app purchases for the customers. According to a cited study, 72% of Instagram users have purchased a product on the platform.

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