In today’s search environment, traditional rankings aren’t enough. With the rise of zero-click searches—where users get their answers directly on the search results page—marketers and publishers must adapt. According to Similarweb (2024), over 58% of Google searches end without a single click. This trend is driven by features like knowledge panels, direct answers, and particularly featured snippets. Featured snippets provide concise answers pulled from webpages and are displayed above standard search results. For SEO success in 2025, optimising content for featured snippets is essential.
What Are Featured Snippets?
Featured snippets are highlighted search results that appear at the top of Google’s results page in what is often called “position zero.” These include a short extract of text (or a table, list, or video) along with a link to the source page (Google, 2023). Google chooses this content algorithmically when it determines that a specific page answers a user’s question quickly and accurately.
What Are Zero-Click Searches?
Zero-click searches occur when users find what they’re looking for directly in the SERP (Search Engine Results Page) and do not need to click on any link. These include featured snippets, local packs, weather info, and calculators. A report by SparkToro (Fishkin, 2022) showed that zero-click searches now account for over half of mobile queries, reshaping how marketers approach visibility. Rather than fighting zero-clicks, smart SEOs aim to be the answer.
Why Featured Snippets Matter for SEO
While zero-click searches may reduce direct traffic in some cases, featured snippets offer several distinct advantages. According to Ahrefs (2023), featured snippets claim approximately 8.6% of all clicks, and in many cases, the page that wins the snippet also ranks on the first page organically. Benefits include:
- Increased brand visibility
- Authority positioning in SERPs
- Potential for higher click-through rate (CTR)
- Compatibility with voice search results
- Enhanced trust due to snippet placement
- Paragraph snippets: 40–60 word answers, typically used for definitions or direct explanations.
- List snippets: Ordered or unordered bullet lists, suitable for steps, rankings, or how-tos.
- Table snippets: Comparison or structured data, used for product features, schedules, or pricing.
- Video snippets: Short-form video content often pulled from YouTube with timestamps.
How to Find Snippet Opportunities
Use keyword tools to identify queries that trigger snippets. Tools like SEMrush, Ahrefs, and Moz Pro allow you to filter keywords by snippet presence. For example:
- SEMrush’s Keyword Magic Tool shows a “Featured Snippet” icon.
- Ahrefs’ Site Explorer identifies keywords where your site or competitors rank in snippets.
- Google’s “People Also Ask” section is a goldmine for snippet-style questions.
Step-by-Step Guide to Optimising for Featured Snippets
1. Target Snippet-Eligible Keywords
Focus on question-based and informative long-tail keywords. Words like “how,” “what,” “why,” “best,” “top,” and “guide” increase the chance of triggering a snippet (Moz, 2023). Example: “How to create a content calendar.”
2. Provide Clear and Concise Answers
Keep definitions or answers between 40 and 60 words. According to Backlinko (Dean, 2023), 50% of snippet-winning content falls within this word count. Place these answers high on the page—preferably in the introduction or an FAQ section.
3. Structure Content for Scannability
Use clear headings (H2, H3), bullet points, and number formatting. Lists and tables are often preferred by Google’s algorithm for extracting featured content (Google, 2023). For example, turn “5 tips for better sleep” into an ordered list with clear, one-sentence items.
4. Use the Inverted Pyramid Format
Lead with the most critical answer, then expand. Journalists use this model to ensure readers get value immediately—Google rewards the same in snippets. Begin with the core answer, followed by detail or examples.
5. Optimise with Schema Markup
Implement structured data such as FAQPage, HowTo, and Article schema to improve eligibility. Use tools like Google’s Structured Data Testing Tool or Yoast SEO for WordPress to validate markup.
6. Add a FAQ Section
FAQs enhance content depth and answer multiple queries in one page. Each question should be formatted as a heading, followed by a direct, snippet-optimized paragraph. Adding schema allows Google to display your FAQs in an enhanced format (Google Developers, 2023).
7. Refresh High-Ranking Pages
Identify existing blog posts or guides that rank in the top 10 but don’t yet earn the snippet. Add snippet-style content: a direct definition, a short list, or a table. Keep content updated with fresh data and remove outdated references.
8. Match the Current Snippet Format
Before optimising, search your target keyword and study the current featured snippet. If it’s a list, mirror that structure. If it’s a paragraph, write a crisp 40–60-word answer. Structure alignment boosts your chances of being selected.
How Voice Search Relates to Featured Snippets
Many voice assistants pull answers directly from featured snippets. In fact, 80% of Google Assistant results are derived from featured snippets (Search Engine Journal, 2023). To appear in voice results, write in a conversational tone, use full questions as headings, and avoid overly technical language.
How E-E-A-T Enhances Snippet Visibility
Google’s content quality framework—E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)—plays a role in snippet selection (Google, 2022). Here’s how to align:
- Experience: Include personal or practical examples.
- Expertise: Write content reviewed or written by subject matter professionals.
- Authoritativeness: Earn links from high-authority sources and feature credentials.
- Trustworthiness: Ensure accuracy, update regularly, and use HTTPS.
Common Mistakes to Avoid
- Burying snippet-eligible content deep within the article.
- Using complex language for simple answers.
- Ignoring user intent behind the query.
- Writing overly promotional or biased responses.
- Forgetting to link internally to related resources.
Instead, aim for clarity, structure, and helpfulness.
Note
Optimising for featured snippets is essential for dominating modern search results—especially as zero-click searches continue to grow. By focusing on answer-based keywords, concise formatting, schema implementation, and E-E-A-T principles, your content can become the trusted voice Google selects to display first. In a world where visibility often matters more than clicks, featured snippets offer a powerful way to lead the conversation.
More Read
References
Ahrefs. (2023). Featured Snippets: How to Win More SERP Real Estate. https://ahrefs.com/blog/featured-snippets
Backlinko. (Dean, B.). (2023). We Analyzed 1 Million Google Search Results. Here’s What We Learned About Featured Snippets. https://backlinko.com/google-ctr-stats
Fishkin, R. (2022). Zero-Click Searches: New Data Shows More than 50% of Searches Are Now Zero-Click. SparkToro. https://sparktoro.com/blog/zero-click-searches/
Google. (2022). Search Quality Evaluator Guidelines. https://developers.google.com/search/blog/2022/12/helpful-content-update
Google. (2023). Featured Snippets in Search. https://developers.google.com/search/docs/appearance/featured-snippets
Google Developers. (2023). FAQPage Structured Data Documentation. https://developers.google.com/search/docs/appearance/structured-data/faqpage
Moz. (2023). How to Get a Featured Snippet: The Complete Guide. https://moz.com/blog/featured-snippets
Search Engine Journal. (2023). Voice Search and Featured Snippets: What You Need to Know. https://www.searchenginejournal.com/voice-search-featured-snippets
Similarweb. (2024). State of Search Report: Traffic and Zero-Click Trends. https://www.similarweb.com/corp/blog/research/zero-click-searches
