On-Page SEO
Featured snippets: how to rank in position zero
A featured snippet is the direct-answer box above regular search results. It captures around 8% of all clicks for a query and positions you as the authority. We cover snippet types, Google's selection process, and specific optimisation techniques.
When a user types a question into Google, a box with a ready-made answer sometimes appears above all other results — the featured snippet, or 'position zero'. This isn't an ad: it's an organic result that Google has deemed the best answer to the query.
Earning this block is one of the most valuable opportunities in SEO. A snippet can occupy up to 30% of the visible above-the-fold area and establishes your site as an authoritative source before any click happens.
What is a featured snippet
A featured snippet is a special block at the top of the search results page that displays a direct answer to the user's query. Google extracts it from one of the top-10 pages without asking the site owner for permission.
The block shows a text excerpt, the source URL, and the page title. For lists and tables, the data is presented in a structured format. The key characteristic: the user sees the answer before visiting the site, which can reduce CTR on some queries but dramatically raises authority and brand recognition.
Queries with snippets
Share of search queries for which Google shows a featured snippet
Snippet CTR
Average CTR — lower than a typical position 1, but visibility is higher
From top 10
Almost all snippets come from pages already on the first results page
Words in text
Optimal paragraph length for a paragraph-style featured snippet
Snippet types
Google uses several featured snippet formats — each suits a specific content type and query pattern.
| Type | Appearance | Queries | Share |
|---|---|---|---|
| Paragraph | Text excerpt with a definition or explanation | What is X, how does X work, why X | ~82% |
| Numbered list | A sequence of steps | How to do X, steps for Y | ~10% |
| Bulleted list | Unordered list of items | Best X, types of Y, examples of Z | ~4% |
| Table | Comparative data table | X vs Y comparison, prices, specs | ~3% |
| Video | YouTube clip with a timestamp | How to do X (video tutorial) | <1% |
How Google selects snippets
Google doesn't reveal its snippet selection algorithm. But research allows us to identify the key signals.
First — relevance and accuracy of the answer. The page must clearly and directly answer the user's question. Google uses NLP to assess how well a text fragment covers the query's intent.
Second — content format. If the query is 'how to do X', a page with a numbered list of steps has a clear advantage over a page with solid prose. Google is literally looking for structure it can extract.
Third — position in the top 10. Around 70% of snippets come from the first results page. Getting a snippet without first-page rankings is nearly impossible — you need to rank first.
Which queries trigger snippets
Not every query generates a snippet. Google shows them primarily for informational queries with a clear answer. Commercial queries ('buy', 'price', 'order') rarely trigger snippets.
| Good for snippets | Bad for snippets |
|---|---|
| What is a canonical URL | Buy SEO promotion |
| How to set up hreflang | Best SEO agencies in London |
| Difference between 301 and 302 | Order a site audit |
| How many pages can a sitemap have | SEO promotion pricing |
| What is robots.txt for | Download SEO tools |
Optimising paragraph snippets
The text paragraph is the most common type (82%). To earn it, write a direct and concise answer to the question within the first 40–60 words after the heading.
Page structure for a paragraph snippet
## What is a canonical URL
A canonical URL is an HTML tag that tells search engines which of several
duplicate pages is the primary (canonical) one. It is used to consolidate
link equity and prevent duplicate content issues. It is placed in the
<head> section via the rel="canonical" attribute.
<!-- Detailed explanation follows -->Key rules: the first paragraph after the H2 must be a self-contained answer. No preamble like 'In this article we will cover...' — give the answer immediately. Google extracts the first coherent fragment after a question-style heading.
Optimising list snippets
For queries like 'how to', 'steps', 'ways', 'types', Google looks for a structured list. Use the HTML tags <ol> (ordered) or <ul> (unordered) — don't format lists with dashes in plain text.
<!-- Google extracts this list as a snippet -->
<h2>How to set up hreflang: step-by-step guide</h2>
<ol>
<li>Identify the languages and regions you need page versions for</li>
<li>Choose an implementation method: HTML tag, HTTP header, or sitemap</li>
<li>Add tags to all page versions with reciprocal links between them</li>
<li>Include x-default for the language selection page</li>
<li>Verify the implementation using an hreflang checker tool</li>
<li>Submit the updated sitemap in Google Search Console</li>
</ol>Optimising table snippets
Table snippets appear for comparison and reference queries: 'X vs Y comparison', 'specifications', 'pricing', 'formats'. Use semantic HTML <table> with <th> headers — Google reads this well.
<h2>Comparison of web image formats</h2>
<table>
<thead>
<tr>
<th>Format</th>
<th>Compression</th>
<th>Transparency</th>
<th>Support</th>
</tr>
</thead>
<tbody>
<tr>
<td>WebP</td>
<td>25–35% better than JPEG</td>
<td>Yes</td>
<td>97%+</td>
</tr>
<tr>
<td>AVIF</td>
<td>50% better than JPEG</td>
<td>Yes</td>
<td>90%+</td>
</tr>
</tbody>
</table>Markup and Schema.org
Schema.org is not a direct factor for earning a featured snippet — Google takes it from the visible HTML content. However, FAQPage markup directly affects a separate type of rich result: the questions-and-answers block that visually resembles a snippet.
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is a featured snippet?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A featured snippet is a direct-answer block that Google shows above regular search results. It is taken from one of the top-10 pages and contains text, a list, or a table answering the user's query."
}
}
]
}FAQPage markup triggers a 'People Also Ask' block, not a featured snippet. These are different formats. For earning a snippet, proper HTML content structure matters more than Schema.org.Opting out of snippets
Sometimes a snippet is undesirable: if the user gets a complete answer and doesn't click through, CTR drops. Google allows you to opt out of snippet display via a meta tag or data attribute.
<!-- Block featured snippet for the entire page -->
<meta name="robots" content="nosnippet" />
<!-- Block snippet for a specific element (data-nosnippet) -->
<div data-nosnippet>
This text will not be used as a featured snippet.
</div>
<!-- Limit snippet length -->
<meta name="robots" content="max-snippet:50" />The 'opt-out' strategy makes sense for commercial pages with high native CTR, where a snippet steals clicks. For informational articles, a snippet is generally beneficial — it brings quality traffic from users who are actively looking for exactly this kind of content.