Optimising for Featured Snippets and Zero-Click Results

In 2025, traditional SEO metrics like first-page rankings and click-through rates are no longer the only success indicators. Instead, digital visibility often depends on securing featured snippets and zero-click results, which allow your content to appear at the very top of the search engine results page (SERP)—often above the #1 organic listing. These positions are essential for capturing attention, building authority, and optimising for voice search and mobile-first interactions.

This article explores what featured snippets and zero-click results are, how they affect SEO, and the best practices to optimise your content for them.

1. What Are Featured Snippets and Zero-Click Results?

Featured snippets are brief pieces of content that Google displays at the top of the SERP to directly answer a user’s question. These snippets may appear in the form of:

• Paragraphs
  
• Lists (ordered or unordered)
  
• Tables
  
• Videos
  

Zero-click results, meanwhile, refer to searches where users get the answer directly on the SERP and do not click through to a website. These include:

• Knowledge panels
  
• Calculators
  
• Weather forecasts
  
• Definitions
  
• Direct answers
  

According to Semrush (2023), 57% of Google searches on mobile are zero-click, meaning the query is resolved without users visiting any external page.

2. Why They Matter in 2025

Appearing in featured snippets and zero-click results increases brand visibility, builds trust, and positions your content as an authority. Though zero-click results may reduce traffic, the impression impact is significant, especially for awareness-stage queries.

Ahrefs (2023) reports that featured snippets now account for about 8.6% of total clicks on Google, while most featured content comes from results ranked in positions 1 through 5.

Google also uses featured snippet content in voice search results, making snippet optimisation even more critical for voice assistants (Backlinko, 2023).

3. Types of Featured Snippets

Understanding the format of snippets helps in designing content that fits their structure. The most common types are:

Snippet Type	Format Used	Ideal Content Example
Paragraph	40–60 word definition or answer	“What is…” queries
List	Ordered/Unordered list (steps, items)	How-to guides, checklists
Table	Comparative data or stats	Pricing, specs, schedules
Video	YouTube clips with timestamps	Tutorials, demos

(Moz, 2024)

4. How Google Chooses Snippets

Google selects snippets algorithmically based on:

• Content relevance and clarity
  
• Use of semantic structure (headers, bullet points)
  
• Authority of the domain (E-E-A-T)
  
• Query intent matching
  
• Mobile usability and loading speed
  

According to Google (2024), snippet eligibility often begins once your page is within the top 10 results, with structured content significantly improving the odds of being selected.

5. Optimising for Paragraph Snippets

Paragraph snippets are the most common type, making up over 50% of all featured snippets (Ahrefs, 2023).

Tips to optimise:

• Include a question in the heading (e.g., “What is…”).
  
• Answer immediately in the next paragraph.
  
• Keep answers between 40–60 words.
  
• Use clear, fact-based sentences without fluff.
  

Example:
H2: What is keyword cannibalisation?
Keyword cannibalisation occurs when multiple pages on a website target the same keyword, causing them to compete in search engine rankings. This can dilute SEO efforts and lower visibility.

6. Optimising for List Snippets

List snippets are ideal for:

• How-to content
  
• Step-by-step guides
  
• Rankings or top lists
  

Tips:

• Use headers like “Steps to…” or “How to…”.
  
• Format steps using ordered (<ol>) or unordered (<ul>) lists.
  
• Start each step clearly with an action verb.
  
• Keep list items concise.
  

Example:
H2: Steps to optimise your meta description

1. Keep it under 160 characters
   
2. Include target keywords
   
3. Match search intent
   
4. Use compelling language
   
5. Avoid duplicate content
   

7. Optimising for Table Snippets

Google pulls table data when:

• Comparing products or services
  
• Presenting stats
  
• Displaying schedules or pricing
  

Tips:

• Use HTML tables or clean, scannable data.
  
• Ensure headers are present for each column.
  
• Keep rows and columns limited (3–5 max recommended).
  

Example:
| Plan | Monthly Cost | Features |
|——|————–|——————|
| Basic | $9.99 | Email, Support |
| Pro | $19.99 | +Analytics |
| Premium| $29.99 | +Automation |

8. Using Structured Data for Other Snippet Types

While structured data doesn’t guarantee featured snippets, it boosts rich results like FAQs, product reviews, and how-to content.

Recommended Schema Markups:

• FAQPage – for Q&A style content
  
• HowTo – for instructional guides
  
• Article – for blog and editorial pages
  
• VideoObject – for embedded video content
  
• Breadcrumb – for navigation and UX
  

Tools to use:

• Google Structured Data Markup Helper
  
• Rich Results Test
  
• Schema.org
  

9. Featured Snippets and Voice Search

Featured snippets often power voice search results, especially on Google Assistant.

Tips for voice SEO:

• Write answers with natural, conversational tone.
  
• Include question-based headings (e.g., “How does…”).
  
• Focus on mobile speed and responsiveness.
  

Backlinko (2023) notes that 70% of voice answers come from featured snippets, and the ideal answer is around 29 words long.

10. Track and Measure Snippet Success

To monitor featured snippet performance, use:

• SEMrush – Shows if your URL appears in snippets for tracked keywords.
  
• Ahrefs – Use the “SERP Features” filter in Organic Keywords.
  
• Google Search Console – Track changes in impressions and CTR.
  

Also, track whether snippet appearance impacts:

• Click-through rates
  
• Bounce rate
  
• Brand recall
  

11. Strategy for Zero-Click Queries

To benefit from zero-click visibility:

• Target informational and branded queries.
  
• Use schema to appear in rich results.
  
• Include calls to action within the visible snippet content.
  
• Focus on brand mentions and visual assets (e.g., logos, favicons).
  

Even if clicks are low, users see your brand at the top, increasing awareness and trust.

12. Common Mistakes to Avoid

• Writing overly long or vague answers.
  
• Ignoring proper HTML structure (no lists/tables).
  
• Using keyword-stuffed definitions.
  
• Not testing structured data before publishing.
  
• Failing to update content for relevance and accuracy.
  

Remember, Google prefers fresh, authoritative, and clear content that mirrors user questions.

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References

Ahrefs. (2023). Featured Snippets: What They Are & How to Get Them. Retrieved from https://ahrefs.com/blog/featured-snippets
Backlinko. (2023). We Analyzed 10,000 Google Home Results. Here’s What We Learned. Retrieved from https://backlinko.com/voice-search-seo-study
Google. (2024). How Search Features Work. Retrieved from https://developers.google.com/search/docs/appearance/structured-data/search-gallery
Moz. (2024). How Featured Snippets Impact SEO Performance. Retrieved from https://moz.com/blog/featured-snippets
Semrush. (2023). Zero Click Searches in 2023: Insights and Opportunities. Retrieved from https://www.semrush.com/blog/zero-click-searches