SEO Test Shows 25% Uplift in Organic Traffic When Adding User-Centric Content to Target Featured Snippets

In this test, A travel website wrote new content briefs to update the content on their car rental pages. The new content that was produced from the brief was longer than the existing content on the pages, and the headings were updated to target higher volume informational keywords. It also included information, where available, like the phone numbers of specific car rental companies in a location, tips on driving in the designated country, and recommendations on places to take road trips to in the area.

After a few weeks, they noticed they had successfully won featured snippets for a number of keywords. This change resulted in a 25% uplift to organic sessions for our customer’s car rental pages.

The takeaway for them was that implementing user-centric content can have big upsides when the existing content is thin and especially if it leads to winning rich results. These were transactional pages, so by winning featured snippets for informational keywords we were able to bring in more users to the top of the funnel.