Featured snippets come in a few formats: a paragraph for definitions and 'why' questions, a numbered or bulleted list for steps and rankings, a table for comparisons, and occasionally a video clip. You can shape a page to suit each format, but Google chooses what to show, and a page generally has to rank reasonably well first.
A featured snippet is the box at the top of some Google results that shows an answer pulled from a web page. It usually takes one of three shapes: a paragraph, a list or a table. Occasionally it is a video clip. Which one appears depends on the question, and which page gets picked depends largely on how plainly that page answers it.
Google explains how these work in its own help page on featured snippets. If you want the wider picture first, our guide to answer engine optimisation covers why these boxes matter at all.
The paragraph snippet
This is the most common format. Google shows a short block of text, usually a few lines, answering a question directly.
Questions that tend to trigger it:
- Definitions: "what is a heat pump flush"
- Reasons: "why is my hot water cylinder dripping"
- Simple yes or no questions: "do I need a building consent for a deck"
To suit this format, put the question (or a close version of it) in a heading, then answer it in the very first sentences under that heading. A direct answer of roughly 40-60 words, written in plain language, is a sensible target. Then add detail below it. Do not make the reader scroll through three paragraphs of background first, because the answer is the thing being looked for.
The list snippet
Lists come in two flavours. Numbered lists appear for sequences, and bulleted lists appear for collections of things with no set order.
Questions that tend to trigger them:
- Steps: "how to bleed a radiator", "how to apply for a resource consent"
- Rankings or sets: "types of insulation", "best plants for a shady Christchurch garden"
To suit this format, use a real list in the page, not a paragraph with commas. Use a numbered list when the order matters and bullets when it does not. Put a clear heading above it that matches the question, and keep each item short enough to scan. If your steps are buried in long paragraphs, Google has to guess where one stops and the next starts.
The table snippet
Tables appear when the answer is a comparison or a set of figures that line up in rows and columns.
Questions that tend to trigger them:
- Comparisons: "heat pump vs heat transfer kit"
- Rates and sizes: "standard deck board sizes", "typical service intervals"
Writing a simple comparison clearly matters more than making it fancy. Use the same attributes for every option, keep cells short, and label the columns. Be careful with prices and anything that changes, because an out-of-date figure in a snippet is worse than no snippet.
The video snippet
For some "how to" searches, Google highlights a video, sometimes with a suggested start point. This is a different game from page copy. If your trade has things people want to see, such as how to find a stopcock or how to reset a switchboard, a short clear video on your site or channel may be worth it, but it is optional and takes real effort.
A worked example for a Papanui plumber
Say a Papanui plumber wants to appear for "how to turn off the water at the mains". The search is a steps question, so a list is the likely format. The plumber writes a heading that uses that exact wording, adds one sentence saying where the main shut-off usually is, then lays out five numbered steps, each one short.
Underneath, they add a line on what to do if the valve is seized and a note on when to call a plumber. That page works for readers whether or not Google ever picks it up. If the same plumber also wants "how much does a hot water cylinder cost", a short paragraph answer followed by a plainly laid-out price range comparison gives Google both shapes to choose from. Check any prices are current and say they are a guide.
What this will not do
Be realistic about the limits:
- Google chooses the format, the page and whether to show a snippet at all.
- A page generally has to rank reasonably well for the search already, so this sits on top of basic SEO, it does not replace it.
- Snippets change, and one you win this month may be gone next month.
- Some searches earn a snippet and then lose clicks, because the reader gets the answer without visiting. Read what zero-click search means before you decide how much this is worth for your business.
Questions that suit which format
When you plan a page, sort the questions customers ask into shapes. "What is" and "why" questions suit a paragraph. "How to" and "types of" questions suit a list. "Which is better" and "how much" questions often suit a comparison. A single page can hold all three, one under each question heading.
Related boxes work on similar principles. People Also Ask boxes reward the same question-first structure, and an FAQ page built for snippets and citations is a tidy way to collect your answers in one place.
How to tell if it is working
Open Search Console and look at queries phrased as questions on the pages you restructured. Watch impressions and clicks over a few weeks, not days. You can also search the question yourself in a private window and see who is shown. If nothing changes, the problem is usually that the page is not ranking well enough yet, which is a different job.
If you want help shaping your pages around the questions Christchurch customers actually ask, our answer engine optimisation service does exactly that, and a free SEO audit is a no-pressure way to see where your pages stand today.
