Nearly 70% of all featured snippets come from pages that already rank in the top 10 of Google search results, according to a 2020 Ahrefs study. But here’s the twist: ranking in the top 10 doesn’t guarantee you’ll earn the snippet. Structure matters just as much as substance.
So why is Google showing someone else’s answer instead of yours?
If your content is ranking but not getting the attention it deserves, especially when moving your business online, it’s likely missing a few key formatting signals Google loves. Featured snippets reward clarity, structure, and precision, and once you understand how to give that to search engines, you can leapfrog over competitors.
This article is going to cover exactly how to do it. Stick till the end!
What are Featured Snippets?
A featured snippet is a short, direct answer that appears right at the top of Google’s search results, just below ads and, sometimes, AI-generated summaries. You’ve probably seen them: a paragraph, list, or table pulled from a website that gives you an instant answer without needing to click.
These snippets typically show up for straightforward, information-based queries, things people want answered clearly and fast. If your content claims that spot, it jumps ahead of all the other organic listings. For example, you can see in this image:
Those points give a direct answer to the question, without needing to read an entire 2,000-word blog post just to learn how to upload a YouTube Short.
And when someone clicks the link under the snippet, they’re taken straight to the part of your page that contains the answer. That’s why featured snippets are powerful, they make your content more visible and more clickable.
In fact, featured snippets get around 35% of all clicks, according to multiple SEO studies. Even though Google’s AI Overviews now appear above snippets for some U.S. users who are logged in, the snippet still outperforms the rest of the regular results in visibility.
Types of Featured Snippets
A study by STAT identified four main types of featured snippets that show up on Google, each with its own strengths depending on the type of question asked:
Paragraph Snippets
These are the most common. They appear as a short block of text, usually two to three sentences, that directly answers a question. Google pulls them from a page and places them right at the top of the results.
List Snippets
When a query involves steps, rankings, or itemized answers, Google often uses a bulleted or numbered list. These snippets are great for “how-to” guides or anything with a clear sequence.
Table Snippets
For questions involving data or comparisons, Google may display a table. Though less common, table snippets work well for showing product specs, pricing, or stats side by side.
Video Snippets
These are the rarest. Google sometimes features a video, often from YouTube, that starts playing at the exact point where the answer is found. They’re most likely to appear for instructional or how-to content.
How to Optimize for Featured Snippets and Spot Opportunities That Rank
Here’s how to spot those opportunities that make your content rank as a featured snippet, before your competitors do.
Analyze Existing SERPs for Featured Snippets
Begin by examining search engine results pages (SERPs) for your target keywords. If a featured snippet already exists for a particular query, it indicates that Google deems it suitable for this format. This presents an opportunity to optimize your content to potentially replace the current snippet.
For instance, searching for “benefits of meditation” might display a list snippet. If your content ranks within the top 10 results but isn’t featured, consider restructuring it to match the snippet format.
Utilize SEO Tools to Identify Opportunities
Use SEO tools like Ahrefs, SEMrush, or Moz to spot featured snippet opportunities:
Ahrefs
Use the “Site Explorer” to input your domain, navigate to “Organic Keywords,” and apply filters to identify keywords triggering featured snippets where your site ranks in the top 10 but isn’t featured.
SEMrush
Access the “Organic Research” section, enter your domain, and filter results to display keywords with featured snippets. This helps pinpoint where your content is close to being featured.
Moz
Utilize the “Keyword Explorer” to find keywords with featured snippets and assess your current ranking positions.
Target Question-Based Queries
Featured snippets often appear for queries phrased as questions. Focus on keywords that begin with:
- What
- How
- Why
- When
- Who
For example, “What is intermittent fasting?” or “How to tie a tie?” These question-based queries are prime candidates for featured snippets. Ensure your content directly and succinctly answers these questions.
How to Optimize for Featured Snippets by Identifying Competitor Content
Identify competitors who currently hold featured snippets for your target keywords. Analyze their content to understand why it’s featured:
- Is the answer concise and well-structured?
- Does it use bullet points or numbered lists?
- Is the information up-to-date and accurate?
By understanding the strengths of competitor content, you can create improved versions that better serve user intent, increasing your chances of being featured.
Structure Your Content for Google’s Eyes
The way you present your information matters just as much as the content itself. Google favors clarity. That means using headers to separate ideas, answering questions directly beneath those headers, and avoiding unnecessary filler.
If you’re explaining a process, break it into clear steps. If you’re defining a term, keep the definition tight and upfront. Google often pulls content that’s easy to parse, both for users and algorithms.
Keep Your Content Updated and Relevant
Even if you win and know how to optimize for featured snippets, it’s not guaranteed to stay forever. Google regularly updates search results based on freshness, accuracy, and how users interact with your page. If your content starts slipping in rankings or you lose a snippet, it’s time for a tune-up.
Update stats, recheck your formatting, and make sure your answer still reflects what users want to know today, not last year.
Do Not Use Brand Names
When writing for featured snippets, it’s best to avoid mentioning specific brand names unless absolutely necessary. This is especially important because featured snippets are often used in voice search, including responses on devices like Google Home. Google tends to favor answers that are general and widely applicable, not ones tied to a particular product or company.
For example, instead of saying “Use a Philips air fryer,” just say “Use an air fryer.” This makes your content more relevant to a wider audience and increases the likelihood of it being selected as a featured snippet. The more neutral and useful your answer is to the general public, the more Google sees it as snippet-worthy.
Skip the First-Person Perspective
Featured snippets work best when written in a neutral, objective tone, especially because they’re often read aloud by voice assistants. Using first-person language like “I think” or “In my opinion” can confuse users, since it’s unclear who the “I” is supposed to be.
Take this sentence: “I think an air fryer is a healthier alternative to deep frying.” If a voice assistant reads that out loud, the listener is left wondering who’s speaking.
A better version would be: “An air fryer is considered a healthier alternative to deep frying.” It’s clear, unbiased, and fits the authoritative style Google prefers when choosing featured snippet content.
Use On-Page SEO and Keywords the Right Way
Getting a featured snippet isn’t just about what you say, it’s also about how Google understands it. That’s where smart on-page SEO comes in. The right use of keywords, headers, and structure helps Google find and prioritize your content.
Start by identifying the exact question people are searching for. Tools like AnswerThePublic, AlsoAsked, or Google’s own “People Also Ask” box are great for finding real queries. Use that question, or a close variation, as a heading on your page. Then, answer it clearly in the first 2–3 sentences below.
Avoid keyword stuffing. Instead, use your target keyword naturally in the question, the answer, and maybe once more in the body of the content if it fits. Google is looking for relevance, not repetition.
Let BragDeal Help You Win That Top Spot
If your content ranks but still gets ignored, there’s a reason and it’s fixable. Google needs structure. Your visitors need clarity. You can’t afford to miss either.
BragDeal helps businesses fix both. We design websites with SEO in mind from the start. That means fast loading, smart layout, and content that’s built to rank. If you’re ready to turn your content into real visibility, we’ll help you make it happen!
