What is a Featured Snippet?

What is a Featured Snippet?

What is a Featured Snippet?

A Featured Snippet, sometimes called a "Rich Answer" or a Featured Box, is an organic result on Google SERPs (Search Engine Result Pages) that displays data from your content in an interactive format. Featured Snippets are distinct from traditional SERP listings because they provide more detailed information and include rich functionality. The Featured Snippet includes a summary of the search term with a hyperlink to the original article, review stars for rating context, and options to share the answer via social media.

Featured Snippets bring tremendous value to users because it can save them time hunting down answers online themselves while not having to leave their current page. These results serve as direct answers increasing user satisfaction and improving user experience. Featured Snippets can also generate new qualified traffic to your website – users clearly see the results as a direct answer and therefore have no reason to click on another result.

As Featured Snippets start appearing on more SERPs in competitive verticals, it's important for marketers to understand how they work so you can optimize your content for them to increase visibility in search results, drive traffic to your site, and improve overall rankings. How do Featured Snippets work?

Featured snippets are created by classifying data in structured SERP listings based on specific criteria about the query term entered. The Featured Snippet algorithm is complex but generally works by analyzing several ranking signals including but not limited to:

-Relevancy of the Featured Snippet to the search term

- Click-through rate from Featured Snippets

- Position of Featured Snippet on SERPs

By optimizing your website around Featured Snippets, you give Google the opportunity to recognize and promote your Featured Snippet results in organic SERPs. Not all Featured snippets will be an organic result; some may include paid listings while others may be created by other third-party providers.

What types of Featured Snippets exist? Featured snippets come in two forms: basic and interactive. Basic Featured snippets are fairly similar to traditional web results except that they display summary information such as title tags and meta descriptions directly within the search engine page itself. Interactive slides allow users to browse individual Featured Snippet results and learn more about the specific Featured Snippet.

Interactive Featured Snippets:

- Allow users to browse Featured Snippets one at a time without leaving their current page

- Created by third party providers who pay Google for prominent Featured Snippet placements

Basic Featured Snippets:

- Created onsite within Google's search algorithm

How do marketers optimize for Featured Snippets?

The key to ranking in Featured Slides is using structured data markup. By creating/using JSON-LD or Microdata, you are telling Google how its search results should appear causing the Featured Slides algorithm to reclassify your content as an interactive Featured Slide instead of a basic SERP result.

The Featured Snippets Featured Box algorithm processes Featured Videos, Maps, Recipes, Products, GIFs, and many other types of content. Featured Slides display different information based on their specific type: for example, a Featured Recipe will display ingredients and cooking instructions while a Featured Video will include thumbnail images and relevant video context such as duration and number of views.

Featured slides serve as an advertisement where the business name and relevant domain link are hyperlinked with options to share the Featured Slide via social media or email.

Why are Featured Snippets Important?   Featured Snippets help marketers achieve several key objectives:

- Increase website visibility in search results through direct answers

- Drive organic traffic to your website by increasing click-through rates

- Enhance overall SERP rankings by improving Featured Snippet relevancy

Google promotes Featured Slides in search results giving Featured Slides top billing over traditional web results. Featured slides have better visibility, are more clickable, therefore commanding greater user interaction and generating more traffic to your website. Featured Slides are visible on both desktop and mobile devices further enhancing their impact across all SERPs. Featured Slides also drive higher conversion rates by increasing engagement with your brand's message through calls to action which can lead to increased online sales. Because Featured Slides are created exclusively for the Google algorithm they typically rank above third-party providers reducing the number of links competing against you for top placement on SERPs (and thereby increasing your likelihood of appearing at the top of SERPs). Featured Slides can also help you stand out among competitors by providing more relevant, tailor-made content to your users.

For example, Featured Recipe Slides display recipe-specific information such as cooking instructions and ingredient list rather than web results for individual Featured Recipes. Featured Recipe results only appear when that specific type of Featured Recipe DOES NOT already include a Featured Slide designation (such as Yelp or Pinterest) - otherwise, Google will default to their own Featured Recipe algorithm rather than allowing third-party developers to generate Featured Recipes for them.

How is Featured Snippet Data Used?

The Featured Snippets Featured Box algorithm processes Featured Videos, Maps, Recipes, Products, GIFs, and many other types of content. Featured Slides display different information based on their specific type: for example, a Featured Recipe will display ingredients and cooking instructions while a Featured Video will include thumbnail images and relevant video context such as duration and number of views.

Why are Featured Snippets Important? Featured Snippets improve organic search rankings by increasing click-through rates which increases overall website visibility, CTRs can also affect your position on SERPs - the higher your CTR is, the more likely you are to rise in SERP ranking. Featured Snippets also generate immense amounts of traffic for websites through organic SEO results, driving high volumes of users directly to your website without additional advertising spend. Featured Slides provide direct answers questions presented in Featured Boxes with Featured Slides that directly answer user questions. Featured Slides are also highly clickable which generates organic traffic to your website through Featured Box results on SERPs. Featured Videos can increase viewership by tailoring your message to users across multiple platforms, generating enhanced brand awareness and greater sales conversions.

Featured Snippets drive high volumes of organic traffic to websites by increasing webpage visibility in response to user search queries. Featured Videos use tailored data including title tags, meta descriptions, YouTube metadata, and Google Structured Data (for Featured Recipes) - driving targeted messaging based on specific user intent expressed in their search query. Featured Video rankings are also particularly strong for branded searches; meaning individuals searching for information about your company or services. Featured Videos can be used to generate sales conversions, increase brand awareness and drive traffic to your business' website or other online properties such as Youtube. Featured Video also appear on both desktop and mobile devices increasing their impact across all SERPs (including the Google Smartphone App)

Featured Snippets boost organic search visibility by increasing click-through rates which drives overall web traffic up for websites. Search rankings are also affected positively by those higher CTRs; meaning those webpages will rise in SERP ranking based on their Featured Snippets' success. Featured Snippets also generate high volumes of traffic for websites through organic SEO results; bringing users directly to your website without referral links or additional advertising spend. Featured Videos are highly customized messages that answer user questions in Featured Box searches, increasing viewership and driving sales conversions. They also improve branded search visibility which brings searches related specifically to your business to the top of SERPs. Featured Videos can be used across multiple platforms including desktop and mobile devices increasing their exposure rate on all SERP types (including the Google Smartphone App). Featured Video has proven strong for brands, giving them an edge when someone is searching for information about them rather than other websites. Featured Video content is tailored based on metadata, title tags/meta descriptions, the Featured Video title, and Structured Data - maximizing its optimization capabilities. Featured Videos can also be used to generate sales conversions, increase brand awareness and drive traffic to your website or other online properties such as Youtube or business' mobile site. Featured Video listings are particularly strong for branded searches meaning people specifically searching for information about you will find Featured Videos at the top of SERPs instead of competitor websites.

What benefit are Feature Snippets to my business?

Feature Snippets increase organic search visibility by increasing click-through rates which drives overall web traffic up for websites. Search rankings are also affected positively by those higher CTRs; meaning those webpages will rise in SERP ranking based on their Featured Snippet's success. Feature Snippets also generate high volumes of traffic for websites through organic SEO results; bringing users directly to your website without referral links or additional advertising spend.

Feature Snippets for e-commerce websites drive higher engagement rates which means increased sales conversions, brand awareness and site traffic . They are able to answer user questions in Featured Box searches making them highly effective for increasing viewership. Feature Videos are also tailored to be incredibly specific; allowing them to be used across multiple platforms including desktop and mobile devices increasing their exposure rate on all SERP types (including the Google Smartphone App).

Feature Snippets for businesses' YouTube channels give them more exposure and improve their branding which makes it easier for users to find your business online. Featured Video increases viewership and drives traffic to business' YouTube channel which increases business' overall viewership and drives business traffic.

How to get on featured snippets?


Step 1: Optimize your site for Featured Snippets

Step 2: Acquire the right data and the right video content (both of which will be discussed in detail below)

Step 3: Track, analyze and optimize earned Featured Snippet listings.

Get more traffic from Google search results by increasing click-through rates with Featured Snippets


Increase your chances of getting into the Featured Snippet listings by generating higher CTRs. To do this, use rich structured data markup on all pages to make sure Google understands what your webpages are about and how they are relevant to user queries. Use HTML meta tags for both desktop and smartphone viewers to help Google determine which page the video should appear on. The more meta tags you use, the better your chances of being included in a Featured Snippet listing.

Optimize every webpage to be perfectly optimized for Featured Snippets by creating high quality content that answers users questions and offers them value (use keywords and include specific information that ties into to user queries).

To get a feel for the content that is most likely to be included in a Featured Snippet, consider creating listings that provide in-depth information about your business. This way you will have more opportunities to rank better on SERPs and become more visible to users when they are searching for your business type/brand keywords.

Include a prominent call to action within the first few lines of your page content. Calls to action are great for landing pages where Featured Snippets will appear, but they can also be used on other relevant web pages that Google is highly likely to rank well for relevant Featured Snippet queries.


Create branded YouTube videos that are highly relevant to user queries and generate high levels of CTRs. The video should be embedded on the webpage where you want your listing to appear (the Featured Snippet).

Make sure the following factors are included within your Youtube video:

- A prominent call to action

- High CTR

- High quality content

- Branding elements (logo, colors, etc.) found across all platforms.

The video should answer the question being asked in the Featured Snippet listing. Make sure to use keywords included in user queries. Keyword optimization is key for any type of Google Search Engine Optimization strategy.

You can also maximize your chances of being included in a Featured Snippet listing by using rich structured data markup. The more meta tags you use the better your chances are of ranking well for relevant queries via SERPs.


It is important to monitor your campaigns, channels and listings after making changes. Google will pick up on anything that seems spammy or suspicious during the optimization process. For example, if your video starts getting extremely high CTRs and ranking well for keywords you previously couldn't rank for within SERPs, Google will figure out exactly what you are doing to achieve this and your ability to be included in Featured Snippets listings will disappear.

Use the following tools to track the success of your campaign:

- Google Analytics

- Search Console (formerly Webmaster Tools)

- YouTube Analytics

- Google Trends

The great thing about Featured Snippets is that they give marketers a new opportunity to compete for highly relevant, high-level placements within SERPs. With the right tools and strategies you can implement in order to get your pages optimized for Featured Snippets listings, you will be able to increase your CTRs, improve SERPs rankings and drive more targeted traffic to your website.

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