Zero Is the New One

If you were to Google “Who Was The First President” an featured snippet would show up on the SERP (search engine results page) with the answer in a box before the paid and organic results listing.

This is called Position 0 (zero), because it’s technically before position 1 on a SERP. This is a difficult position to achieve. Marketers can’t flag their page for a featured snippet; Google determines what to highlight.

The “rules” to earn Position 0  are vague at best. And, since the company I work for is a marketing agency for nonprofits, our target keywords are not ones with high search volumes. Figuring out a way to get us into Position 0 was like trying to figure out how to nail Jell-O to a wall.

Position 0 was always in the back of my mind as I applied SEO best practices to our website. I assumed 1st Position on a SERP would be the best we could achieve. Then one day I stumbled across a miracle.

One of our blog posts reached Position 0, providing the answer for “what are sustainer donors.”

Here are three things I learned from pursuing Position 0:

  1. It takes time to build strong SEO. This blog had been published about a year prior to showing up in Position 0.
  2. Sometimes success comes in the form of a brand new opportunity. This is the first time that there’s an answer box for this topic.
  3. It’s cheesy, but if you aim for heaven you might land among the stars. I didn’t think position 0 was within reach, but I grasped for it by applying best SEO practices across our website. You’ll notice that a different page from TrueSense shows up on the SERP as the first organic result.