Michael Epps Utley {kind=image/jpg}
Google’s featured snippets are an integral part of its search engine results pages (SERPs) for many queries. They are considered the top organic search results, which means earning them should be a central part of any SEO strategy.
This guide explains how to earn featured snippet positions on Google.
What Are Featured Snippets?
Featured snippets are excerpts of text or other content assets that appear at the top of Google's organic search results, below ads and AI Overviews. They are the top organic position and are sometimes referred to as “position zero.” Featured snippets deliver quick answers to user queries. They appear most frequently in informational searches. When you click on a link below a featured snippet, it takes you to the section of a web page that includes the answer.
Featured snippets typically earn incredibly high click-through rates because of their prominent positions on SERPs and the fast access to information they deliver.
Types of Featured Snippets
There are four primary types of featured snippets:
1. Paragraph Featured Snippet
Paragraph featured snippets are the most common type. They deliver tight answers to search queries in text form and are typically a few sentences long.
2. List Featured Snippet
A list featured snippet delivers answers in bullet or numbered list form. They typically represent steps, rankings, or lists.
3. Table Featured Snippet
Table featured snippets show information related to a search query in table format. They typically include information based on data. Table featured snippets are not very common but can appear as comparisons or data-driven answers.
4. Video Featured Snippets
Video featured snippets deliver query answers in video format. They are the least common type of snippet and typically link to platforms like YouTube for more expansive information.
How to Identify Featured Snippet Opportunities
Here’s how you can find new ways to earn featured snippets.
1. Keyword Research
Start by researching your keywords using question queries (ones that start with words like what, why, and how.) Look out for keywords with relatively large search volume that don’t currently have a snippet or have one you think you can improve on.
Make sure you take into account the searcher's intent, not just questions. It could help you find a new spin on an answer, reflecting an alternate reason for a query. Also, consider niche areas your business serves to come up with additional opportunities. For instance, a healthcare facility might find it challenging to rank for common questions about breast cancer but could win out on a more limited area of the disease.
2. Check Resources Where People Post Questions
Another source for finding new snippet opportunities is to review questions posted on:
Reddit
Quora
If people are taking time to ask questions on these platforms, it’s likely because they aren’t finding adequate answers on Google.
3. Consider Your High-Ranking Search Results
The easiest way to identify fresh snippet options is to look at the phrases you already rank highly for.
Google Search Console shows which search queries deliver you the most clicks. You can find that report by:
Clicking on Performance
Checking the box to show the position different pages hold for each query
Then you can identify which queries are top performers.
4. Ask People
It may seem a little low-tech in today’s digital universe, but requesting query ideas from current customers and your team members could make sense. They may come up with ideas others on the internet haven’t considered yet.
Leverage a focus group or survey to make this process easy.
Optimize Content for Google Featured Snippets
Whether updating existing content or developing new material, here are proven ways to optimize it to earn featured snippet status.
1. Answer Questions Quickly and Concisely
Google’s algorithm prefers clear, concise answers (less than one paragraph long). What’s key is to organize your content so it delivers valuable information fast.
Some quick tips:
Ask the question in your content in a subhead
Immediately provide a brief but complete answer in one paragraph
Then, add more detailed information in additional paragraphs to provide added value
Beyond earning featured snippet status, this tactic often results in higher visitor engagement because it improves the content structure and makes it easier to read while delivering considerable value.
2. Avoid Brand Name Use
Don't use brand names unless absolutely necessary when developing material that could include featured snippets. When selecting featured snippet content, Google favors neutral, non-promotional information.
3. Don’t Write in the First Person
While first-person content is often preferred because it's more engaging, you should avoid using it if you hope to earn featured snippet status. That’s because, in voice search, featured snippets are most effective when presented in an authoritative, neutral tone. A virtual voice referencing an “I” to answer a query is awkward. Stick with the second-person point of view (“You”) when creating most content.
4. Organize Content as Clearly as Possible
Google typically features the simplest, most factual, and most concise answers as snippets. Often, the content includes numbers, steps, and lists. Align with Google’s preference by leveraging these things when creating content.
5. Use Subheads in Your Online Material
Use H2 and H3 subheads to break your content into clear, easily scannable sections. It makes it easier for Google to understand so the platform can present your content in snippets. Readers prefer this structuring, too.
6. Incorporate Interesting Images
Google is more likely to select content for a paragraph-featured snippet if it includes an eye-catching image. It makes the searcher experience more engaging. Optimize your images with alt text, descriptive filenames, and structured data for better results.
7. Focus on Keywords Ranking on Page One
When aiming to secure a featured snippet, focus on keywords you already rank high for. The higher the position on the first SERP, the better the chances of earning a featured snippet.
Featured Snippets: The Final Word
If your early attempts at earning featured snippets don’t work out, keep trying. Continue refining your efforts and trying new things, including leveraging the tips in this article, until you figure out how to win the featured snippet game.
Check out our ultimate SEO guide to identify other ways to improve your Google rankings.
