The way people search online is evolving fast. And as consumer habits shift, so does the way Google responds with search results. One of the most visible changes? Featured snippets. These are those little answer boxes that often show up at the top of a Google search, just above the regular links. They’re often referred to as “position zero” because they dominate attention. If you've ever searched “how to bake sourdough bread” and found yourself reading a snippet from a cooking blog before even clicking anything, you've interacted with one.
A featured snippet presents a brief answer to a search query, pulled straight from a webpage and displayed prominently at the top. Getting your site into that box can drive more traffic and visibility, even more than being the #1 organic result.
For small businesses, creative service providers, and local entrepreneurs, this is a big opportunity—but it’s also misunderstood and often overlooked. Today, we’re going to dive deep into how to optimize your website content for featured snippets, with real examples, ready-to-apply tips, and some strong opinions contextualized by years in the trenches building strategies for clients at Zach Sean Web Design.
Featured snippets are selected search results that Google chooses to answer a user’s question right away. These answers are generally pulled from pages that already rank on the first page.
Different searches yield different types of snippets. Understanding them sets the stage for optimization:
Each one opens up different opportunities, depending on your business and how you present content.
I once worked on a site for a local landscaping company out of Spring Hill, TN. They had a blog post titled “What to Plant in Tennessee in Fall.” By adding a clear subheading structure and formatting a list under an H2, they ended up with the snippet for “best fall plants in Tennessee.” That simple formatting change bumped their impressions by over 30% that season.
You can’t hit the snippet if you don’t know what the searcher really wants. That means reading between the lines of a query. Search intent falls into broadly four buckets, but for snippets, the most relevant are informational and transactional.
When a client’s site isn’t ranking, I sit with them and ask: “When someone Googles this, what exactly are they hoping to walk away with?” For example, a Nashville-based coach I worked with had a blog titled “How to Stay Motivated as a Business Owner,” but it rambled without organization. We restructured it around intent—starting with actionable steps right away. Within months, it caught Google’s eye and made it into the snippet for several long-tail variations.
This isn’t gaming the system—it’s empathy. Answering the user’s need quickly and clearly is what Google rewards.
Whether you’re on Webflow, WordPress, or even more locked-down platforms like Wix or Squarespace, you can format content for snippet compatibility. The trick is to make the content scannable—both for search engines and humans.
If you're targeting this type (usually for a “what is” term), structure matters.
These do well for how-to articles, tips, checklists. I helped a local home renovation contractor in Franklin reformat their “Bathroom Remodel Process” with a clear numbered list (under an H2). That structure alone helped them gain the snippet within 90 days.
Formatting isn’t about rigid rules. It’s about signaling to both users and Google what content is ready-made for a quick grab.
Let’s walkthrough a few examples from my own client work:
Case #1: A holistic therapist in Brentwood wanted to rank for “how to practice self-compassion.” We created a blog that started with a short definition paragraph, followed by a bulleted list of practical exercises. They snagged the snippet for two keywords within a few months.
Case #2: A niche e-commerce store in Franklin selling candles had a blog called “How to Choose the Right Candle for Your Mood.” We added a table comparison (aromatherapy effect, scent intensity, duration) and attracted rich snippets from Google, not just featured but also table-enhanced display.
Case #3: One of my own blogs—yes, I test this stuff myself—started ranking for “Webflow vs Squarespace for design flexibility.” A clean comparison list under subheadings triggered a featured snippet that still drives leads to this day.
Not all keywords have snippet potential. The secret is understanding what types of queries trigger them in the first place.
Focus on long-tail keywords here. Phrases like “how to resize images in Webflow” or “best plugins for Squarespace SEO” are more likely to trigger snippets than short, competitive terms like “web design.”
You don’t need separate blogs for every snippet opportunity. Can you group questions in sections? Think FAQ format, with each H3 answering a potential snippet-worthy question. Google treats pages like sets of answers now—not just static blobs of text. Organize like you’re solving a real person’s problem set.
One of the biggest missed opportunities among DIYers and even agencies is forgetting that your existing blog posts and pages could be one tweak away from winning a snippet.
This works. I’ve had clients rewrite just a few lines of copy, format into a list, and rise into position zero within a few weeks. It’s the lowest hanging fruit in the SEO orchard and it’s ripe year-round.
Tools like Hotjar or Microsoft Clarity can show you if users are scrolling right past a section where your “answer” lives. If they’re not engaging, Google might not think it's worth highlighting. Make your snippet-worthy content more visible on the page—move it up.
Let’s bust a few myths here while we’re at it.
This confusion is understandable. There's a lot of outdated information out there. The real trick, and what I guide clients toward, is seeing snippets not as a cheap win—but a spotlight earned through clarity and empathy.
If content looks like a snippet on your website, it's more likely to become one. This means using block quotes, bold first sentences, and visual emphasis that mimics the scan-friendly delivery Google favors.
Create a spreadsheet of competitor pages that currently hold snippets in your niche. Set up alerts with VisualPing to track when those snippets change. Often, you’ll find gaps when your content can slide in if theirs gets updated poorly or loses engagement.
Pages updated in the last 12 months are significantly more likely to earn a snippet. Add new info, refresh examples, tighten keywords. Google likes “publishers,” not just “posters.”
Optimizing for featured snippets isn't just another box to tick in your marketing checklist. It’s about practicing clarity, empathy, and efficiency in your content. These are the same traits we value in good conversations, good therapy, and good design.
Whether you're a solo entrepreneur in Franklin who does everything yourself, or you're running a design studio or agency juggling multiple clients, remember this: people don’t want more content, they want better answers—and faster.
Start by organizing your existing pages more logically. Use headers that match real questions. Write like you're sitting across from someone asking you for insight, not just traffic. From there, the snippet is just a byproduct of deeply aligned communication—a reward for helping people breathe a little easier when they search.
And frankly, whether you’re on Wix, Webflow, or WordPress, at the end of the day, it's not about the platform, it’s about how you say what you say. When that connects, Google notices.
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