When it comes to ranking on Google and generating traffic that you can then convert, it can seem like there’s a never-ending list of things to consider. But if you’ve yet to utilise and invest in featured snippets, you could be missing out significantly. Not sure what a featured snippet even is? Not to worry, we’ve got all the information you need right here.

What are featured snippets?

Have you ever typed a question into Google and found the answer handily displayed at the top? That’s a featured snippet. Type queries like ‘How to work out a percentage’ or ‘brownie recipe’ into the search engine and the information you’re looking for will be displayed right at the top of the page in a featured snippet.

The featured snippet function is designed to help searchers easily find what they’re looking for at a glance. They’ll know if the linked page is right from them by reading the snippet and can then click through. It makes it easier for people to find information from good sources.

It’s not just written content that can be used as featured snippets either. Where visuals can help answer the query, you’ll often find that a video is provided.

4 reasons to focus on featured snippets

Now you know what a featured snippet on Google is, here are the four key reasons to make creating optimised content a top priority.

  • Increase your brand’s credibility – Having a featured snippet instantly gives your website and brand a credibility boost. The position shows that Google ranks your page as one of authority, giving searchers more confidence.
  • Get to the top of the page – Snippets aren’t always taken from the top page for a particular keyword, so it gives you an excellent opportunity to leapfrog competitors and get that all-important spot. If you’re a smaller site, Google featured snippets are a fantastic way to take on rivals that have larger budgets and enjoy a highly prominent position zero listing.
  • Generate more traffic – According to Google, featured snippets do lead to more traffic, with potential leads clicking on the link to find out more. As they’ve already seen a snapshot of your information, the leads generated from featured snippets can be seen as higher value with greater levels of return too.
  • Prepare for voice search – Voice search is changing the way consumers seek information on the internet. Snippets can give quick, direct answers that they’re looking for, making them invaluable when you consider the rise of at-home assistants and other voice search technology.