What Is a Featured Snippet? And How to Get Featured

A featured snippet is a highlighted box of content that appears at the top of Google’s search results. They can also appear in the questions section on the first search results page, named “People Also Ask”.

Its aim is to provide users with a fast answer to their query, coming from the website Google deems to have answered the question the best. Featured snippets often include definitions, lists and tables.

Here is an example of our article on digital marketing workshops ranking as a featured snippet:

Here is an example of a featured snippet from one of our clients, Ergo Desks, within the “People Also Ask” section:

How Featured Snippets Are Chosen

Featured snippets are chosen through Google’s automated system which determines whether showing one for the query will help people discover their answer more easily. Both? the description about the page and the information on the page itself are considered.

Your website must be considered the best source of information related to the query, demonstrating authority and expertise, in order to be chosen for a featured snippet. Additionally, clear and concise answers are valued as they efficiently provide the user with their answer.

Why Are Featured Snippets Important?

In 2024, featured snippets account for 35.1% of all clicks, meaning that they can significantly skyrocket your click-through-rate. Gaining a featured snippet positions you as the best source of content on top of organic search results. This is also why features snippets are commonly referred to as “Position 0” since they are above position 1 on search.

Below are some key reasons why featured snippets are important:

• Increased Visibility: Featured snippets are important as they increase your website’s visibility as your content becomes the first thing users see.?
• Boosted Authority: As Google has chosen your content for a snippet, your website signals credibility and relevance, helping to boost your authority within your industry.
• Voice Search Optimisation: Voice assistants frequently use featured snippets to answer spoken queries, meaning that ranking in them can greatly aid your voice search optimisation.

How To Get Featured Snippets

Here are our 5 most useful tips on how to get featured snippets:

1. Conduct Thorough Keyword Research

Before you begin creating content intended to rank as a featured snippet, you need to become clear on what topics will increase your likelihood of success. To do this, you must thoroughly research the keywords that are ranking for your industry.

You can use Semrush’s Keyword Magic Tool or AlsoAsked to find these keywords. Focus your research on relevant, long-tail keywords that appear as questions, since these are the most likely to be typed in by users. Phrases beginning with "how," "why," "what," and "when" are prime candidates for featured snippets.

Below is a helpful video from Ahrefs on keyword research:

Once you have identified your keywords, you can streamline this further by checking which queries return as featured snippets. Search up your keywords on Google to find this information and pay close attention to what kind of featured snippet is being returned.

Think about whether it is text, a list or a table? Understanding what type of snippet Google has chosen and deemed most useful, can give you a helpful tip on how to create your content to improve your chances of ranking.

2. Display Clear and Concise Answers

As mentioned, Google wants to rank the clearest content that will efficiently provide users with the answers they’re searching for. Therefore, the length and clarity of your content is crucial.

Google selects snippets that are between 40 and 60 words long. This applies regardless of whether you have presented your content as text, in a list format or a table format. Ensure that you are illustrating an accurate and easily digestible answer. Try to avoid jargon and use clear language that people who have no knowledge of the topic can understand.

A very helpful tip is to answer the query as early as possible in your content. This is because when search engine spiders crawl your content to decide where to rank it, they can quickly see it. This increases the likelihood of them grabbing it for the featured snippet.?

3. Avoid Using Brand Names

Since featured snippets are often used in voice searches with voice assistants that read your content, it is best to avoid using brand names within your content. This is because Google prefers neutral, universally applicable information to appeal to a broader audience. Furthermore, using brand names makes it more difficult for a searcher to locate information quickly.

For instance, rather than stating “use a Tefal saucepan”, simply state “use a saucepan” in order to keep the content broad and applicable to any brand. By keeping your material relevant to a larger audience without favouring any certain brand, you will enhance the likelihood that it will be featured.

If you’d like some support with your SEO and ensuring your content gains featured snippets, feel free to contact us! We are also offering free website audits at the moment which you can receive by filling in the audit form.

4. Structure and Organise Your Content

Formatting your content in an organised manner makes it much easier for search engines to recognise valuable information. Furthermore, in general, Google values thoughtfully structured content. Their original mission statement was to “organise the world's information and make it universally accessible and useful”.

To best organise your content, use H2s and H3s to separate it into subsections that are easily scannable by Google. These headings are a great place to incorporate your keywords too! Featured snippets can be pulled from anywhere though so while you should focus on your headings, also ensure that all of your content is organised and well-written.

Displaying information in bullet points and lists is always helpful as it improves user experience by making your content more structured. It is especially useful to present information like this if that is the type of content ranking as a featured snippet.

Additionally, use HTML tables for data-heavy content, as tables are frequently pulled into snippets by Google for enquiries involving measurements or comparisons.

5. Vary Your Media

Google is increasingly incorporating videos and tables within featured snippets. Therefore, by adding and optimising relevant videos and images, as well as by including tables, you can boost your potential for a snippet.

It’s important to remember that Google also greatly values originality. It can be helpful to create your own videos, images and tables however, it is not necessary. A great deal of media ranks as a featured snippet even if it is taken from elsewhere and simply credited to the author.?

Don’t forget to optimise any media you add by adding alt text where appropriate, including captions and crediting authors. This will generally boost your SEO which goes hand-in-hand with featured snippets.?

How Lumen SEO Can Help

We at Lumen SEO can take care of your whole SEO strategy, including keyword research, link building, content writing and technical SEO.? You can learn more about what an SEO agency, like ours does, here.

If you like the sound of working with us, we offer free, no-obligation SEO audits on business websites. To claim yours, simply enter your details here and we’ll get a free SEO audit to you within 7 days. It will include the strengths and weaknesses of your website along with the top three aspects you should focus on improving, in order to enhance your business’ ranking.

For a friendly chat about the SEO services we provide here at Lumen SEO, contact our SEO consultants today. Alternatively, you can message us on either our LinkedIn or Instagram pages.

Written by Viktoria, for Lumen SEO.