When you search on Google, you get directed to the Search Engine Results Page often referred to as SERP. This page displays the information Google thinks you want based on what you searched for.
Google keeps adjusting its interface to show you more information on the first page. For example, when you type in Google “What does snippet mean?” a definition of a snippet in a box on the top of the page will appear.
Featured snippets look like this:
It is a short summary that Google believes answers the searched question. This is helpful because the information displays at the very top of the Google search page.
There are three major types of featured snippets:
How do you get your content featured as a snippet?
Let’s review a specific example. Instead of targeting a general keyword “marketing” consider answering a question instead like “How to launch a marketing campaign?”. This query is longer but, it is more likely your page will display as a Featured Snippet. And answering the question will showcase your company as an expert on that topic.
If you aren’t sure what questions to answer, try visiting Answer the Public. This is a great resource to figure out what your prospects are searching for. Also try searching in Google’s search bar. It is another way to see what general questions are, and who else is looking to answer those questions. If it is a competitor, then you are on the right track.
The most popular featured snippet is "paragraph" type of answer. Follow this recommended format and answer the main question concisely in 45-90 words. The rest of your page should support or elaborate on the answer to that question.
A few other tips: