July 28, 2022

Why are Featured Snippets Important for SEO?

Featured snippets are those features located right at the top of search results pages that best answer the search query. They may be answering a specific question, providing a definition, a table of information, a list, a how-to video, or even the latest football fixtures – whatever best responds to the search query. But why are they so important for SEO? Find out with Wildcat Digital.

So, why are featured snippets so important? Snippets are important because they gain what is known as “Position 0”, above ads, local SEO and the site that ranks first organically. This steals traffic away from those other links, and increases visibility, brand awareness, and brand authority. It can also help a site to improve its rankings.

Read on to learn more about why featured snippets are so important for SEO.

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Why Featured Snippets are Important for SEO

Featured snippets are those snippets of text at the top of a search result page. They directly answer the search query, and may be presented as text, a list, a table, or even as a video. 

Snippets are a great way to improve the visibility of a brand, as well as the click through rate to a given page. This is particularly important for websites with a lower domain authority that struggle to rank organically against high-competition websites. 

Greater Visibility

Featured snippets are often regarded as “Position Zero”; they are featured right at the top of search engine result pages (SERPs), above ads, above local SEO features, and above the website that ranks first for that query. 

A key benefit of gaining a featured snippet is the visibility that Position Zero gives to a website that may ordinarily struggle to rank well on SERPs. Of course, larger, more authoritative websites can easily gain a snippet, however it is particularly beneficial to smaller or newer websites with lower domain authorities.

This visibility naturally leads to an increase in traffic to the page featured in the snippet which, in turn, can help to organically increase the ranking of that page, and the website as a whole. 

Brand Awareness

Even if a reader doesn’t click through to the website or convert in any way, it’s likely that the reader noticed the brand name and will subconsciously keep that information tucked away until the next time that they are interested in such a topic. 

Simply being aware of the brand puts them into the chice set of that reader, creating an element of familiarity and trust amongst a sea of competitor brands and products. 

Drives Traffic

Being at Position Zero, featured snippets drive traffic, but did you know that it can also steal traffic? It is reported that featured snippets gain 8.6% of clicks on a SERP, and significantly reduces the click through rate of the website that ranks in Position One. For reference, on pages without a featured snippet, the website at Position One gains around a 26% click through rate. On pages with a featured snippet, the result in Position One gets around a 19.6% click through rate. 

This is highly beneficial to websites that compete in high-competition, Your Money Your Life (YMYL) niches, such as healthcare, law, finance, and education, and would never dream of ordinarily ranking above websites such as the NHS and .Gov sites. Gaining the snippet means that they don’t necessarily have to. 

Authority

Gaining the featured snippet on a SERP can help to build authority, trust, and credibility. Searchers naturally trust higher-ranking websites as they usually contain the most relevant, useful information to their query. 

The snippet of featured text highlighted in the SERP reassures searchers that they have found what they’re looking for, and that the website is an authority on the subject. 

Featured Snippet Types

We now know why featured snippets are so important for SEO, but there’s more to explore before we learn how to go about optimising content to gain snippets. First, let’s look at the different types of featured snippets that can be gained. 

Definitions and Answer Boxes

The definition or answer box is probably the most common type of featured snippet, and is usually seen answering a specific question or to provide a definition. It’s also one of the easiest types of snippets to optimise for, but more on that later…

Tables

Tables are less commonly seen as featured snippets but are really great for visualising data for comparisons, such as advantages and disadvantages, or for numerical comparisons, such as financial statistics in 2020 vs revenue in 2021.

Lists

Ordered and unordered lists (numbered or bulleted lists) are another type of snippet that are easy to optimise content for (although that doesn’t guarantee success). They’re also great for user experience, breaking up walls of text, and making an article easier to read (which, in turn, could positively impact SEO).

Videos

Video’s most commonly appear on “How-To” search queries as they will often provide the best answer to the query in a visual, easy-to-understand way. Don’t assume that you or your client will need a regularly updated YouTube channel, however, as embedded videos on a webpage can also gain the snippet. 

Tool and Calculators

Tools and calculator snippers are sometimes that not all websites are going to be able to gain. They are usually derived from extremely high-authority websites, and often Google itself. This type of snippet may include actual calculators, conversions, time zone information, weather information, currencies, and even sports scores. 

Bonus: People Also Ask

The People Also Ask feature on SERPs aren’t strictly a featured snippet, but they can be equally useful for gaining traffic and brand awareness. Sometimes, even if a webpage doesn’t gain the featured snippet, it might gain a People Also Ask slot. Like featured snippets, they can also be a definition or answer box, a table, a list, or a video. 

How Does a Featured Snippet Impact Your Website?

First and foremost, gaining a featured snippet drives traffic to a website. But, often, this will only affect that one page and can skew analytics data across the site as whole, implying that the site is perming better than it actually is. 

However, if that page is properly optimised with internal linking, horizontal linking, and effective calls to action, that can encourage users to hop across the website, telling Google that the initial page (and the site as a whole) is useful. In turn, this helps to improve the domain authority of the website, and its overall rankings.

How Do You Gain a Featured Snippet?

Snippets can be naturally gained without any thought or special considerations made to optimisation. However, those that know what they’re doing optimise each and every page they work on with the aim of acquiring the feature snippet for their chosen keywords. 

So, how do you gain a featured snippet? 

Content SEO Services in Sheffield

At Wildcat Digital, we’re experts in Content SEO, with a large team of digital experts ready to help you optimise your website to gain those all-important featured snippets. From landing pages to blogs, our team will help to drive traffic to your site, improve your search engine rankings, and encourage conversions – whatever your end goal. 

We also offer PPC, Paid Social, and Web Design services for those looking to punch above their weight online.

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Post by

Chloe Robinson

Content Strategist & Team Leader

Will Hitchmough

Founder

Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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