How to Get A Featured Snippet
Getting the featured snippet on Google can feel a bit like winning the front row seat at the biggest event online. When your result appears at the very top, above the regular listings, it gives you instant visibility and authority. For many businesses, it means more clicks without spending money on ads. So if you have ever searched something like “how to change a tyre” or “what is social proof” and seen that short answer box at the top, you have seen a featured snippet in action.
The good news is you do not need huge budgets or a massive website to earn one. With the right content structure and a bit of planning, many businesses can secure featured snippets on valuable search terms in their niche. This post walks through how they work, why they matter, and what you can do to put yourself in the best position to grab one.
What is a featured snippet?
A featured snippet is the short answer Google pulls from a webpage to answer a search query. It usually appears right at the top of the results. Sometimes it is a paragraph, other times it is a list, a table, or even a quick definition. The format depends on what Google thinks will help the user most.
For example, if someone searches “why is internal linking important”, Google might show a short paragraph. If someone searches “steps to change a tyre”, it might show a numbered list. The idea is simple. Google wants to answer the user as fast as possible, and if your content gives the clearest, most direct answer, you have a strong chance of being selected.
Why featured snippets matter
Securing a featured snippet does a few brilliant things for your site:
First, you get more visibility. You jump ahead of everyone else, even if you are not ranking number one below it.
Second, your brand instantly looks trustworthy and credible. People assume the snippet result is the expert answer.
Third, you get higher click through rates because your content stands out. Not everyone will click because the answer is already shown, but if you write your snippet content well, you can make someone curious enough to read more.
And from a business point of view, being the source of trusted answers means more people learning about your products or services. When someone finds you helpful, they are more likely to return or get in touch.
What Google looks for
Google chooses content for snippets when:
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The query can be answered quickly
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The content is clear and well structured
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The site is already ranking on page one or close to it
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The answer is direct, not vague or overly fluffy
You do not always need to be the top ranking site to win the snippet, but you need to be in the mix. Think of it like a spotlight. Google shines it on whichever page explains something the cleanest and simplest.
How to increase your chance of winning a featured snippet
This is where the real work starts. Getting featured snippets is about writing helpful content first and thinking about search engines second. When you get that balance right, you put yourself in a strong position.
Understand search intent
Start by understanding what the user wants. If someone types “what is content marketing”, they are clearly looking for a definition. If someone types “how to clean running shoes”, they want step by step instructions.
Look at the top results and pay attention to the current snippet, if there is one. That tells you what kind of format Google prefers for that query. You are not trying to copy others, but you do want to match the intent.
Use clear, direct answers near the top
Google loves straightforward explanations. If your content takes eight paragraphs before answering the question, that will not help you. Aim to answer the core question clearly within the first few lines.
Think along the lines of:
Content marketing is a strategy that focuses on creating valuable content to attract and retain customers.
Short, simple, useful. You can go into detail afterwards. The snippet portion is about clarity, not storytelling.
Format for skimmability
The easier it is for Google to understand your content, the better. That means clear headings, simple paragraph structure and logical flow. If your content is one long block of text, Google might struggle to extract a useful snippet.
For “how to” queries, consider using numbered steps. For comparisons or definitions, short sentences and bullet points can help. Just do not overdo lists. Your writing still needs to feel natural and useful for humans first.
Target the right keywords
Featured snippets tend to appear for specific types of searches, such as:
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What is…
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How to…
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Why does…
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Steps to…
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Benefits of…
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Difference between…
These are called informational queries. They are often early stage questions, but that does not mean they are not valuable. Someone researching now might become a customer later if your content earns their trust.
When doing keyword research, look for phrases where snippets already exist. That shows that Google likes serving a snippet for that kind of query. If the competition looks reasonable and you have something strong to say, target it.
Optimise existing content
You do not always need to create new content. Often, your existing posts can be optimised to target snippets. Go through your articles and identify places where you already answer common questions. Could you tighten the wording? Could you bring a key answer up towards the top? Could you add a short list that breaks down something simple?
Small tweaks often make a big difference.
Use schema where relevant
Structured data markup will not guarantee a snippet, but it helps Google understand your content better. FAQ schema, how to schema and Q&A formats can support snippet opportunities. You do not need to overcomplicate this. Just think about whether your content naturally fits those formats and apply the markup if so.
What to avoid
There are some traps that hold people back.
Do not stuff keywords in your snippet answer. It needs to read naturally. Google cares more about clarity than keyword density.
Do not write vague waffle hoping Google will fill in the blanks. This is one of those areas where direct beats clever. Someone searching for “what is remarketing” wants a straight answer, not a long introduction explaining the history of advertising.
Do not depend on featured snippets alone. They are powerful, but search results change often. Think of them as part of your wider SEO approach, not a shortcut that solves everything.
Will getting a snippet always increase clicks?
Most of the time, yes. It boosts trust and visibility, and many users want more detail than a single box can give. But some search queries are what we call zero click. For example, “how many centimetres in an inch” does not inspire curiosity. Once the searcher gets the number, they leave.
That is fine. You do not need to target those queries. Focus on topics where the snippet builds interest in what you offer. Educational topics, process explanations and benefits based search terms work especially well for this.
Putting it into practice
Let us imagine you run a fitness coaching business and want to attract clients searching for beginner running advice. Someone might type “how to start running when unfit” or “how does couch to 5k work”.
You would write a post with a clear introduction, answer the core question quickly, then support it with structured tips, simple steps, and follow up guidance. If you provide the best simple explanation, you might find yourself sitting in that top snippet spot.
The key is always usefulness. If your article genuinely helps someone take their next step, you have already done most of the work that Google values.
Getting a featured snippet is not magic. It is about understanding your audience, answering questions clearly, and structuring content so Google can recognise its value. You do not need complicated tools or secret tricks. You just need clarity, consistency and a focus on making life easier for your readers.
Keep answering questions your ideal customers ask. Keep your language simple and your structure clear. Update older content so it stays helpful. Over time, you will find snippets start to appear naturally.
And when they do, you will notice more traffic, more engagement and more people discovering your brand before they ever look at a competitor.
Internal Linking Best Practices
Internal linking best practices might sound like one of those dry SEO topics that only technical people care about, but it is one of the simplest and most powerful ways to improve your website’s performance. If you have ever wondered why some businesses seem to dominate search results even when their content looks similar to everyone else’s, strong internal linking often plays a part. There have been countless times when we've taken a new client on board, suggested a few fairly small changes to their internal linking, and generated a dramatic increase in traffic as a result. It's not black magic, it's just about understanding how internal links pass on authority from page to page on your site.
Think of internal links as the roads inside your website. If Google can move around easily and understand which pages matter most, you have a better chance of ranking well. If your visitors can find what they need without getting lost, they will stick around longer, read more and, ideally, become customers. That means internal linking helps both search engines and real people, which is exactly what good SEO should do.
Below, we will go through what internal links are, why they matter, and how to build a strong strategy that actually helps your business.
What is internal linking?
Internal linking simply means linking from one page on your website to another page on the same site. It might be a link in a blog post sending someone to a related product page, or a link in your menu pointing to your services.
It sounds basic, but the way you structure and place these links can make a big difference to how effective your website is.
A healthy internal linking structure helps:
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Search engines crawl and understand your pages
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Spread authority around your website rather than leaving it stuck on a few pages
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Guide visitors to take action or explore related information
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Improve visibility for pages that need a boost
The aim is not to throw links everywhere. It is about guiding both Google and your users through a logical journey.
Why internal links matter for SEO
Search engines work by crawling your site and figuring out how pages relate to each other. When you link from one page to another, you are telling Google that the linked page is important. You are also helping Google discover pages it might not find otherwise.
From a ranking point of view, internal linking helps share authority. If you have one high performing blog post with lots of backlinks, linking from that post to another key page can help lift the second page too.
On top of that, internal links keep people on your site longer. Someone reading an article about hiring a consultant might click through to your pricing page or read a case study. The more pages they visit, the more signals you send to search engines that your site is useful and worth ranking.
And for business owners, this matters because organic rankings bring in long term traffic without relying on constant ad spend. If spending a bit of time building internal links improves your rankings, that is one of the best returns on effort you can get.
Where most websites go wrong
Many websites only link where it feels natural for the writer. That often means a homepage link, a services link, and a contact link. Everything else gets ignored.
The result is pages that never get discovered properly, content that does not support your commercial pages, and blog posts that never connect to anything meaningful. It wastes the opportunity.
The other common mistake is overdoing it. Some sites throw in dozens of links because they heard it helps SEO, but that just confuses readers and dilutes the value of the links.
The sweet spot is a natural flow, where each link feels like it adds something. Think quality before quantity.
Internal linking best practices
Here are the key things to focus on if you want to build a strong internal linking approach.
Add links where they genuinely help the reader
If a user would genuinely value another piece of information, that is the perfect place for a link. For example, if your blog talks about pricing mistakes businesses make, linking to your own pricing guide makes sense. If you explain a technical term, link to the page where you explain it in more detail.
Ask yourself: would someone realistically click this because it helps them? If the answer is yes, it is a good link.
Prioritise linking to pages that matter
Not all pages are equal. Some pages have more value to your business, usually your services, product pages, booking pages, or cornerstone content (those in depth guides or important blog posts that define your expertise).
Make a list of the pages that matter most and build links to them regularly. This ensures Google sees them as central to your site and users discover them naturally as they read.
Use descriptive anchor text
Anchor text is the clickable text in a link. It helps both users and search engines understand what they will find when they click. A link that says “read more here” does not help much. A link that says “website maintenance packages” is far clearer.
Aim for natural sounding text. You do not need to force exact matches. Google is clever enough to understand context. Just make sure it is descriptive so the user knows what to expect.
Avoid linking to the same page repeatedly in one section
It feels messy and spammy when one page keeps appearing in multiple links in a single article. Spread your internal links around your site rather than concentrating everything in one place. One or two links to the same page on a long article is usually enough.
Make sure important pages are no more than a few clicks deep
If something takes more than three or four clicks to reach, Google and users might struggle to find it. Your navigation should lead to your key content, and your internal links should shorten the journey.
If you have pages buried deep in your website, think about how you can surface them more naturally. Category pages, hub pages and linking from high traffic articles can all help.
Use a hub and spoke structure for content
A popular approach for blogs is the hub and spoke model. You create one in depth guide on a topic, then several supporting articles that link back to it. Each supporting article tackles a sub topic, and they all link to the main hub.
This helps make your topic expertise clear, spreads authority across your content, and gives users a simple path to follow.
For example, if you run a digital marketing agency, your hub might be “Beginner’s guide to SEO” with spokes on technical SEO, keyword research, content strategy and link building. Each one points back to the main guide.
Audit your existing links
Most businesses have content sitting on their site that could work harder. Once every few months, go through your articles and update them with stronger links. Look for:
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Old blogs that could link to your newer services
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New content that could support older cornerstone guides
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Pages that have no internal links pointing to them
Over time, this builds a strong network of relevant pages that support each other.
Do not forget your calls to action
Internal links are not only for SEO. They also guide someone to take the next step. If someone has finished reading a guide, do not leave them at a dead end. Offer a relevant next step, whether that is reading another article, downloading something useful or booking a discovery call.
Internal linking works best when it fits naturally into your customer journey rather than sitting there purely for Google.
Will internal linking alone fix your SEO?
No single tactic fixes everything. You still need strong content, reliable technical foundations, and authority from other sites linking to you. That said, internal linking is often one of the fastest improvements a business can make without needing an agency or a big budget.
Most sites already have valuable content that just needs better structure. If you have ever published a blog post and then forgotten about it, internal linking gives it a second life.
Internal linking might not be the most glamorous part of SEO, but it makes a real difference. It is like tidying your house so people can find what they need without searching through cupboards. The more you guide users and search engines, the stronger your site becomes.
Start small. Pick a few key pages and make sure you are pointing to them from relevant content. Build it into your publishing routine so every new article connects to something meaningful. Over time, you will notice your rankings improve, your users stay longer, and your website feels more useful.
And that is exactly what good SEO is supposed to do.