What’s the biggest mistake in SEO right now? Ignoring featured snippets because you think they’re too hard to acquire.
We get it – trying to get a featured snippet can seem tough. How can you compete with bigger brands with only a few words and a small space to play with? But here’s the thing: featured snippets aren’t just for big brands. In fact, smaller businesses have just as much chance of getting them – if not more.
We help clients with new domains get snippets from industry giants by grasping one simple fact - it’s not about who you are. It’s about how you structure your content.
What are Featured Snippets?
Google is increasingly using featured snippets as a way of answering search queries directly in the search results. Featured snippets are short, sweet answers that appear at the top of the SERP (search engine results page) and give users the info they need without having to click on a website.
Here’s an example of a snippet for a rice blog we made up:
This has a few key elements that make for a good featured snippet:
- A clear and concise answer to the query – in this case, “How to cook perfect jasmine rice” – something a user could have looked up.
- A short bullet list – with a snippet you don’t want to overwhelm the user with too much info. Keep it simple.
- Relevant keywords – see how “jasmine rice” is used multiple times in the snippet? This is important because it tells Google this page is relevant to the search query.
- A link to the source website – featured snippets are meant to be quick answers but also a way for users to find more info on a topic if they choose to click through to the website
See the below image for an example of a paragraph featured snippet; one of the four types of featured snippets that will be elaborated on shortly:
Featured Snippets Stats
Through our research we’ve found Google displays different types of snippets – and you’d be surprised at which seem to drive the most traffic:
- Paragraphs: Comprise about 70% of featured snippets, averaging 40-60 words.
- Lists: Account for 19.1%, typically featuring 6 items and 44 words.
- Tables: Make up 6.3%, usually with 5 rows and 2 columns.
- Videos: Represent 4.6%, averaging 6 minutes and 35 seconds in length.
But here’s what most people miss: The type of snippet you target should be determined by user intent, not just what’s available.
We’ve seen cases where targeting the wrong snippet type decreased overall visibility. It’s not just about getting in a snippet, it’s about understanding your audience and delivering the right content to meet their needs.
And here’s another fun stat: On mobile devices, featured snippets can cover up to 50% of the screen, emphasising their prominence in mobile search results. So you really need to make sure your content is enhanced for featured snippets if you want to capture those valuable mobile users.
How to Win Featured Snippets
Featured snippets aren’t random - they follow patterns we’ve found through thousands of successful captures. Your content needs to be structured in a way that makes it irresistible to Google’s algorithms. Here’s what works:
- Giving a direct answer in the first 40-60 words.
- Providing supporting context immediately after.
- Providing any relevant statistics or data points.
- Using clear, authoritative language.
Structure Your Content for Snippets
The data is clear: pages that win featured snippets rank in positions 2-5 on the SERP. You don’t need to be #1 to get this valuable real estate. What you need is the right structure and approach.
Start with Clear Headings
Your headings should match common search queries. Instead of creative titles like “The Rice Revolution” use clear question-based headings like “How to Cook Perfect Rice” or “What Temperature Should Rice Be Cooked At?”
Stats show that nearly 29% of queries that trigger featured snippets start with question words like "why", "do", and "can".
Break Content into Bitesize Sections
Think of featured snippets as the ultimate TL;DR—quick answers to specific questions. Google loves well organised content that’s easy to scan and understand. Break your content into clear, bitesize sections with subheadings that answer specific questions. This helps readers but also signals to Google your content is a ready to use answer.
Use H2 and H3 tags for subheadings and make them as direct as possible. If your page is about “Home Gardening Tips” use subheadings like “How to Plant Tomatoes” or “Best Soil for Vegetables” instead of vague, creative titles.
Use Lists and Tables for Readability
If your content can be broken into lists or comparisons use them. Google loves bullet points and tables because they provide clarity and structure, making it easy for users to find answers without having to read through paragraphs. List snippets are great for step by step guides, tables are great for comparisons (like pricing or feature comparisons).
Examples:
- For a Recipe Post: “How to Bake a Perfect Cake” followed by a bullet point list of ingredients and instructions.
- For a Comparison Post: A table comparing the “Top 5 Wireless Earbuds” with columns for price, battery life and sound quality.
Answer in the First Paragraph
Google’s algorithms are trained to detect direct answers early in the content. If you’re targeting a question based keyword, aim to answer it in the first 40-60 words of your content and then expand on the topic. This direct answer approach helps capture snippets and also caters to users looking for quick answers.
Example:
- “What are the benefits of meditation?” could be answered as: “Meditation helps reduce stress, improve focus and increase mental clarity by promoting relaxation and mindfulness.”
- Follow up with more detail, examples or additional benefits to create a full answer.
Optimise for Voice Search
More searches are happening via voice, so Google is looking for conversational, natural sounding content to serve as featured snippets. By using natural language and targeting common question phrases (like “How do I…” or “What is…” you’re aligning your content with how people ask questions out loud. This helps you capture snippets and also opens up voice search opportunities.
Voice Search Tip
Write as if you’re speaking directly to the user. Use simple language and avoid technical jargon unless necessary. For example “How do I start a vegetable garden?” can be answered with: “To start a vegetable garden, choose a sunny spot, prepare the soil and plant seeds or seedlings for vegetables like tomatoes, lettuce or carrots.”
Add High Quality Images and Diagrams
Visuals can be a great addition to your content especially when targeting featured snippets.
While most snippets are text based, Google occasionally shows images alongside the snippet text to give users a clearer picture. Adding high quality, relevant images or diagrams with descriptive alt text can make your content even more snippet friendly, and more attractive.
Use simple, clear images that support your content. For example, if you’re explaining “How to Set Up a Home Office” include images of a tidy workspace such as the one below. For product comparisons use tables and supplement with images that show off each product’s unique features.
Use Structured Data Markup (Schema)
Adding structured data (schema markup) to your page gives Google more context about your content and increases your chances of being featured. While structured data doesn’t guarantee a snippet, it helps search engines understand your page’s content and boosts visibility in other SERP features like rich snippets, ratings and FAQs.
Use schema for FAQs, how-tos, products, reviews and recipes. For a blog post on “Best Hiking Trails” you could use the FAQ schema to answer common questions about trail difficulty, location and amenities.
Tools like Google’s Structured Data Markup Helper, or plugins like Yoast, can make adding schema to your pages much easier.
Keep Content Fresh and Relevant
Google likes fresh and relevant content especially when it comes to featured snippets. Update your content regularly with recent statistics, updated examples and new insights to keep it competitive and more likely to earn or maintain a featured snippet.
Set a reminder to revisit your top performing content every 6-12 months. For example if you have a blog on “Digital Marketing Trends” update it annually with the latest stats and new tools. Not only does this increase your chances of getting a snippet but also shows users that your content is reliable and up-to-date.
Focus on Authoritativeness and Trust
Google looks for sources it considers authoritative and trustworthy when pulling information for snippets.
By creating content that’s well researched, properly cited and rich in value you can position your page as a trusted source in your niche. Content with high E-A-T (Expertise, Authoritativeness, Trustworthiness) ranks better and gets more snippets.
Building Authority
Include relevant, up-to-date data, link to external sources and consider adding author bios to show expertise. For example a blog on “Investment Tips” could benefit from citing recent data from financial institutions or linking to government resources on investing. This not only improves your content but also helps Google see it as credible.
Monitor and Adjust
Earning a snippet is a dynamic process—once you get it, regular monitoring and optimisation can help you keep it. Track your snippet performance to see if you’re still ranking and to see if any changes in SERP position occur. Adjust your content as needed to stay relevant and meet user intent.
Use Google Search Console and Ahrefs to track snippet related metrics. Keep an eye on impressions, CTR and keyword rankings for snippets. If a snippet drops it could be because competitors have updated their content—so be ready to refresh yours to stay competitive.
Featured Snippets vs AI Overviews
Featured snippets and AI Overviews share some similarities, so it’s important to know what separates the two. For those unbeknownst, AI Overviews is Google’s artificial intelligence summaries that typically appear above organic search results. Not dissimilar to snippets, AI Overviews provide succinct answers to specific user queries.
Where featured snippets and AI Overviews differ however, is through AI Overviews combining multiple sources, which produces a composite answer. Conversely, featured snippets are pulled from a singular source which results in the source’s content being directly translated to users before clicking on the page.
If you’d like to learn more about AI Overviews feel free to navigate to our YouTube video that provides a breakdown of the topic, or read our blog on how to optimise for AI Overviews which delves a bit deeper into what AI Overviews is.
Featured Snippets Case Study
We worked with CrimCheck, a criminal background screening service, with the endeavour to expand their digital reach, and grow online visibility.
A key focus in bringing this endeavour to fruition was establishing service pages for an array of different audiences, (aged care, disability support, gig economy, people who need a visa), in order to rank for transactional and longtail informational keywords.
Because we offered potential customers quality information through well written and soundly structured content, this resulted in acquiring multiple featured snippets that answered user queries optimally.
If you’d like to read more about the CrimCheck Case Study click the blue link!
Get Started with Featured Snippets with StudioHawk
Featured snippets are valuable search real estate and they’re within reach—especially when you have a structured and precise approach.
By following these steps you’re setting yourself up for more visibility, higher CTR and more engaged traffic. But let’s be honest optimising for snippets can get complicated especially with Google’s ever changing algorithms.
That’s where we come in. Our team of SEO experts have helped clients capture and hold onto snippets in competitive niches. We bring the expertise, tools and experience to give your content the competitive edge.
Ready to get to the top of the SERP? Contact StudioHawk today for a free consultation and let’s get your content snippet ready.
