A featured snippet is a summarized answer to a user’s query displayed in Google organic search results. It is extracted from a results page and includes the page title, URL and link. If you ask a question based query, Google will often answer with a featured snippet.
Here’s Moz’s Rand Fishkin take on how to get featured in Rank 0:
The pages that get featured are those that already rank in the top 10, so to increase your chances of appearing, the first thing you’ll want to do is to explore “Search Analytics” in your Search Console section to find out pages that have the best potential of getting featured.
Search Traffic -> Queries -> Filter Queries by various question word (how, when, where, etc.)
As an ‘unofficial’ test you can always type in Google the phrase/query you’re after, and then the name of your business or brand. For example, let’s say that you’re after the query “how can I make an omelette in five minutes” – Just go ahead and type “how can I make an omelette xxx brand name” and Google will provide an ‘unofficial’ featured snippet of your post to give you an idea of what it looks in that format and make any necessary amendments to make it even more visually appealing.
Featured snippets appear most for informational queries which may be in the form of questions, phrases, words, fragments or statements.
To see featured snippet candidates (that didn’t make the cut), add the parameter “&num=1”, “&num=2”, “&num=3” (and so on) to the end of Google’s URLs for queries with featured snippets.
The most important aspect behind getting a featured snippet is quality content, formatted in a specific way:
Being featured means getting additional brand exposure in the search results:
- Ben Goodsell reports that the click-through rate (CTR) on a featured page increased from two percent to eight percent once it’s placed in an answer box, with revenue from organic traffic increasing by 677%.
- Eric Enge highlights a 20–30% increase in traffic for ConfluentForms.com while they held the featured snippet for the query.
Formatting your content should take into account:
- Paragraph It can be a box with text inside or a box with both text and an image inside.
- Numbered list
- Bullet points
Make your steps, bulleted list or paragraphs concise and tight. This may make it easier for algorithms to determine if your content is fit for the feature.
According to Getstat, the most popular featured snippet is “paragraph” type.
According to research by Ahrefs, 99.58% of featured pages already rank in top 10 of Google. So if you are already ranking high for related search queries, you have very good chances to get featured, and you don’t have to rank number one to be featured.