Featured Snippets

What Are Featured Snippets?

Featured snippets are brief, highlighted pieces of information that Google extracts from a website’s content to answer a user’s search query directly. These snippets appear above the regular search results, often in the form of text, lists, tables, or videos, and they are designed to provide users with a quick answer without needing to click through to a website. This prominent placement at the top of the search results, known as ‘Position 0,’ offers websites a unique opportunity to gain increased visibility and traffic.

What Do Featured Snippets Look Like?

Featured snippets can take several forms depending on the type of content and the nature of the search query:

Text Snippet: A brief, straightforward paragraph answering a question. For example, a search query like “What is climate change?” might produce a text snippet defining the term with a concise explanation.

List Snippet: A bulleted or numbered list that presents steps or items. For instance, “How to bake a cake?” might result in a snippet outlining the steps in a recipe.

Table Snippet: Data presented in a tabular format. A query like “Nutritional information of apples” could generate a table snippet showing calories, vitamins, and other nutritional details.

Video Snippet: A video, often pulled from platforms like YouTube, that visually explains the query. An example might be “How to tie a tie?” where a video tutorial is featured.

How Common Are Featured Snippets?

Featured snippets are increasingly common across various search queries. According to research by Searchmetrics, as of February 2020, featured snippets appear in:

9.7% of search queries on Google.com in the US.

8.4% of search queries on Google.co.uk in the UK.

6.5% of search queries on Google.de in Germany.

The prevalence of featured snippets can vary significantly by industry, with some sectors like healthcare seeing a higher frequency of featured snippets, particularly for informational queries.

Why Optimise for Featured Snippets?

Optimising for featured snippets is essential for several reasons:

Increased Visibility: Being featured in Position 0 places your content above all organic search results, directly below paid ads, which can lead to a significant boost in traffic.

Higher Click-Through Rates (CTR): Even though some users may get their answer directly from the snippet, complex queries often lead users to click through to your site for more detailed information, resulting in a higher CTR.

Authority and Trust: Featured snippets are seen as authoritative by users, enhancing your website’s credibility and trustworthiness in your industry.

How to Optimise for Featured Snippets?

To improve your chances of being featured in a snippet, follow these optimisation strategies:

Answer Specific Questions: Identify common questions related to your industry and answer them concisely and clearly within your content. Use tools like Google’s “People Also Ask” to find relevant questions.

Use Structured Data: Implement schema markup to help search engines understand the context of your content, making it easier for them to identify potential snippet material.

Optimise Headers: Incorporate the targeted keyword or phrase into header tags (H2 or H3), phrased as a question that aligns with the query. For example, “How to optimise for featured snippets?” could be an H2 heading.

Provide Concise Answers: Follow your header tag with a succinct answer, ideally within 40-50 words. This text should be easy to read, clear, and directly address the question posed by the user.

Utilise Lists and Tables: For queries that benefit from step-by-step instructions or data comparison, use bullet points, numbered lists, or tables. Ensure the list or table is structured logically and easy to understand.

Create High-Quality Content: While technical optimisation is crucial, the quality of your content remains paramount. Ensure your content is informative, well-researched, and adds value beyond the basic snippet answer.

Understanding the Difference: Featured Snippets vs. Answer Boxes

It’s important to distinguish between featured snippets and answer boxes (also known as the ‘Answer Box’). While featured snippets include a link to your website and can take various forms (text, list, table, video), the answer box provides a simple, direct answer without linking to any external source. Answer boxes typically pull information from Google’s Knowledge Graph or other proprietary data sources.

Measuring the Impact of Featured Snippets

Once you’ve optimised your content, use tools like Google Search Console and third-party SEO tools to monitor your performance in featured snippets. Track metrics such as CTR, impressions, and overall traffic to evaluate the effectiveness of your optimisation efforts.

Challenges and Considerations

While featured snippets offer numerous benefits, there are challenges to consider:

Zero-Click Searches: Some users may get their answer from the snippet without clicking through to your site, leading to potential traffic loss.

Competition: As featured snippets become more valuable, competition for these spots intensifies. Continuous optimisation and content updates are necessary to maintain your position.

Algorithm Changes: Google frequently updates its algorithms, which can affect how and when featured snippets are displayed. Staying informed about these changes is crucial for sustained success.

Conclusion

Featured snippets represent a powerful tool in the SEO arsenal, offering a unique opportunity to enhance visibility, authority, and traffic. By understanding what featured snippets are, how they function, and how to optimise your content effectively, you can position your website to capitalise on this prominent search feature. Keep in mind that while technical SEO plays a vital role, creating high-quality, user-focused content remains at the heart of successful featured snippet optimisation.