A featured snippet gives users a quick, direct answer to their question, pulled automatically from one of the top-ranking websites.
It’s often referred to as ‘position zero’ because it appears before the first organic search result. These snippets can be displayed in several forms:
- Paragraph snippets: short, factual explanations
- List snippets: numbered or bulleted steps or examples
- Table snippets: data or comparisons
- Video snippets: clips that answer a specific question
Essentially, featured snippets are Google’s way of surfacing the most helpful, well-structured content as quickly as possible.
Why featured snippets matter more than ever
Search behaviour and technology have changed dramatically in recent years, as has the importance of featured snippets. Here are five reasons why they matter now more than ever:
- Search is becoming more conversational
With voice assistants and AI-powered search tools like Google’s AI Overviews or ChatGPT, people are asking more natural, question-based queries. These AI systems often pull their answers from featured snippet sources – meaning if your content earns one, you’re more likely to be included in voice and AI results too.
- Visibility in zero-click searches
Many users now find the information they need without ever leaving a search engine results page (SERP) page, such as Google. A featured snippet helps your organisation own that space – keeping your name visible, even when users don’t click through. For charities and non-profits, this visibility can increase awareness and trust with new audiences.
- Authority and credibility
Being selected as the snippet implies to users that your content is among the most credible and relevant. For mission-driven organisations, that credibility can help build trust with supporters, funders, and partners.
- Higher engagement for the right queries
While snippets sometimes reduce clicks overall, they can significantly increase engagement for queries that need more detail. People are more likely to click on the source they already trust – especially if it’s a well-known charity or high-visibility campaign.
How to get featured
Earning a featured snippet isn’t down to luck. It’s about how you structure and optimise your content. Here are a few things you can do to help:
Answer questions directly.
Write clear, concise answers to common search queries relevant to your cause or service.
Use structured formatting.
Headings, bullet points, and tables help Google understand your content.
Focus on quality and clarity.
Make sure your information is accurate, well-written, and easy to digest.
Optimise for search intent.
Think about what your audience wants to know – and meet them where they are on their discovery journey.
For charities and non-profits, this kind of optimisation can make a big difference. By structuring your content effectively, you can increase your organisation’s visibility, attract new supporters, and position your website as a trusted source of knowledge in your field.
As a specialist digital agency, Bliss can help you identify opportunities, craft snippet-friendly content, and ensure your message reaches the people who need to see it most.
Let us help you improve your organisation’s visibility, to support greater awareness, credibility, and impact.
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