Have you noticed that Google now often provides direct answers in the search results for queries that resemble questions? This feature is known as “Featured Snippets in Search Results.”
In some search results, you can now see featured snippets. For example, a search for “What is content marketing?” might highlight a blog post from this very site. Google is careful to point out that this is not part of the Knowledge Graph, but rather an organically selected result that is styled differently on the results page. They also emphasize that this happens algorithmically — you can’t simply choose to have your page shown as a featured snippet. “It can’t be done.”
We’re not entirely convinced. While it’s likely true that there’s no specific tag you can apply to force your page to show up, surely there must be ways to guide Google in the right direction? We’ll be revisiting this topic.
There are of course many examples — like Jim Westergren, who managed to secure a featured snippet for the phrase “What is SEO.” Featured snippets don’t appear for every possible “What is…” query; there seems to be some threshold for search volume before the algorithm considers generating a snippet.
Magnus Bråth
Consultant & Adviser
Magnus is one of the world's most prominent search marketing specialists and primarily works with management and strategy at his agency Brath AB.