Google Featured Snippet: What is it, and Why is it Important?

Lindsey Blanchard • March 5, 2018

Ever since search engine optimization entered the collective consciousness of marketers and business owners, there has been a long-fought struggle to clinch the coveted number one organic ranking position for targeted search queries. But, if there is anything that Google has taught us over the years, it’s that nothing stays the same, a fact reinforced by the growing popularity of the featured snippet. Just when we truly believed that it couldn’t get better than achieving number one, along came this little feature, otherwise known as position zero.



What is the Google Featured Snippet?

I could write a few sentences detailing the appearance of a featured snippet, or I could just ask Google to show you:

To complete Mr. Bucci’s above thought, snippets come primarily in one of three forms: paragraphs, lists, or tables (and increasingly, video as well). In this case, my query of “what is a featured snippet” brought up a 2016 article published by Search Engine Land. The text provides a clear response to my question in just a sentence or two, making it ideal for the featured snippet placement in this case. 

However, it is important to note what a featured snippet is not. A snippet can be distinguished by its placement in a box above the organic search results. It will include the answer to the query with matching keywords in bold, an image from the webpage (if available), the title of the webpage, and the URL. However, there are entirely different types of search results that could also occupy space at the top of a page. Examples of this include Google’s rich answers and knowledge graphs:

Why is the Google Featured Snippet Important?

From a searcher’s perspective, featured snippets provide quick, easily accessible answers to queries without the need to dig through multiple webpages. From a marketer’s perspective, they do far more:

  • Give a website credibility
  • Allow a site to jump to the top of the results page (Surprisingly, the featured snippet does not always belong to the site in the first organic ranking position)
  • Give smaller sites another way to compete with larger competitors for ranking position
  • Open up new opportunities to be found through voice search


These last two points are of particular importance. 


Featured snippets have leveled the playing field for many. Whereas larger corporations have easily dominated many SERPs in the past, snippets give smaller guys a boost and reward for properly formatted content that easily answers the query at hand. For instance, in the example below, the site featured in the snippet appears before multiple results for Facebook’s own pages:

Furthermore, as search habits change, the importance of featured snippets is growing exponentially. Results for voice-based searches continue to be heavily studied as marketers try to better understand the factors that determine ranking in such queries and how they differ from traditional searches. So far, featured snippets have been a standout in this new arena of search, with in-depth studies (like this one from Backlinko) finding them to account for up to 41 percent of results. And, while this will almost certainly change to some degree as voice search matures, it is far too substantial for inbound marketers to ignore.


The changing landscape of SEO is nothing new. Constant technological innovation and evolution of search engines means not only better user experiences, it also means that we must be continuously evolving along with them. While most of us needn’t completely revolutionize our content approach, there is absolutely room to grow (as always). In early 2018, this means turning some of our attention away from the coveted position one ranking we have single-mindedly sought for so long and setting our sights even higher: position zero.


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By Rikki Broussard • July 23, 2026
Your customers are still searching. They are just no longer searching in one place. They may start with Google, ask ChatGPT to compare their options, watch a YouTube video, look for examples on Instagram, read reviews, or open a map to find a nearby business. This does not mean your company needs to chase every new platform. It also does not mean SEO is dead. The best response to fragmented search is to strengthen the foundation you already have. Build a clear, credible website, answer the questions your customers ask, share real expertise, and ensure your business appears consistently on the platforms that matter to your audience. AEO, or Answer Engine Optimization, is part of that approach. It helps search engines and AI tools find and understand your answers, but it works best when it is built on strong SEO . Why Are Customers Searching in So Many Different Places? Customers are searching in more places because they now have more ways to find the type of information they want. Every Monday during our BlinkJar staff meeting, each person brings an industry update to discuss. One recent conversation about artificial intelligence and its impact on search reminded me of what happened to television. Jared, my husband and BlinkJar’s founder , spent years working in television. At one time, a few broadcast networks held most of the audience. Then cable created more choices. Streaming services, YouTube, social video, and on-demand programming divided attention even further. Television did not disappear. People gained more ways to watch. Search is moving in the same direction. A prospective customer may search Google for a service, ask an AI assistant to explain the differences between providers, watch a video to see how something works, and read reviews before visiting a company’s website. The challenge is not that Google has stopped working. It is that businesses can no longer assume every customer will begin there. Does My Business Still Need SEO? Yes, your business absolutely needs SEO as it remains the foundation of being discovered online. Google continues to drive valuable, high-intent traffic for businesses. A strong website also gives AI tools, maps, social platforms, and prospective customers a reliable place to learn who you are and what you offer. Your website needs clear service pages, useful location information, simple navigation, relevant internal links, and a sound technical structure. Search engines must be able to crawl, index, and understand your pages. Traditional SEO is not being replaced. It is supporting a larger discovery ecosystem. Think of your website as your company’s home base. Social media, maps, reviews, search engines, and AI tools may help customers find you, but your website is where you control the complete story. 
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Why Personal Connections Matter More Than Ever in an AI-Driven Marketing World?

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Artificial intelligence is changing the way businesses approach content marketing , social media marketing , and digital communications. AI can generate ideas, streamline workflows, and help marketers create content faster than ever before. At Blinkjar, we embrace AI as a powerful tool, but we also know the most impactful marketing still begins with something technology can't replicate: a genuine human connection. As a Creative Content Specialist at Blinkjar , some of my most valuable work happens away from my desk. Meeting with clients, visiting their businesses, and building real relationships gives me a deeper understanding of who they are and what makes their brands unique. Those face-to-face interactions help me create authentic content that reflects each client's personality , values, and story. Can AI Really Tell Your Brand's Story? Every business has a story worth telling . While AI can help organize information, brainstorm ideas, and improve efficiency, it can't experience a company's culture, observe customer interactions, or hear the passion behind why a business was started. That’s why every interaction matters. Whether we’re on a call, exchanging emails, meeting in person, capturing photos and videos, or simply talking through new ideas, each touchpoint helps us better understand the businesses we support. These conversations allow us to see how a brand operates, hear the stories behind the work, and uncover the details that make it unique. Those real insights often become the foundation for stronger content because they reveal perspectives that AI simply can’t generate. How Do Client Conversations Lead to Better Content Marketing? The more time I spend with the businesses we support, the better I can represent their brand. Photoshoots are one way those connections happen, but many of my strongest content ideas come from everyday conversations, planning calls, emails, meetings, and moments when a client shares something we would not have known otherwise. Those small details often become the difference between content that feels generic and content that feels true to the brand. Whether we're discussing a new project, talking through their day-to-day operations, or simply catching up, those conversations give me the context I need to write content that's accurate, authentic, and true to their voice. Instead of relying on assumptions, I can pull directly from their experiences, expertise, and personality . That's what transforms content from informative to meaningful.