One SEO professional was concerned about Featured Snippets. More specifically: in the context of different countries that use the same language. In their case – Switzerland vs. Germany.
On their platform, they have B2B pricing benchmarks for different products and services that show pricing specifically for Switzerland.
They have noticed that if a user is searching for “What is the cost for cashier system in Switzerland,” they have no issues appearing in the Featured Snippets.
However, if a user in Switzerland is searching for “What are the costs of a cashier system” and the context is within Switzerland, they have found that these Featured Snippets are always in euros and that they come from platforms in Germany. They target the German market and not the Swiss market.
They wanted to know if there is anything they can do to influence what is shown in the Featured Snippet.
John explained that from their perspective, the Featured Snippet is a normal search result. He said not to focus too much on whether a piece of content is shown in the Featured Snippet or not.
Essentially, it’s a normal search result and it has a bigger snippet with more information.
The snippets are highly localized, meaning that Google tries to recognize when a user wants to find something local. They will use the geo-targeting information that they have from the websites in order to determine exactly what would be a more local result for that user.
This happens at approximately the 16:36 mark in the video.