Have you noticed that Google sometimes answers your search directly at the top of the page (with a paragraph, a list or a definition) before the regular results begin?
That is called a featured snippet. Or position zero.
For searches where Google determines the user wants a quick, direct answer, it extracts a passage from one of the ranking pages and displays it prominently at the top. The page that earns this extract gets visibility that outranks even the standard first position.
Why does it matter for SMBs?
Two reasons.
The first is visibility. A featured snippet takes up significant space at the top of search results. Even when users do not always click through (more on that shortly) the brand exposure is real.
The second is that many questions SMB customers ask actually trigger answer boxes. Searches like "how much does a new website cost," "what is a privacy policy" or "what is the difference between SEO and PPC" can all produce a featured snippet. The business that owns the answer owns the visibility.
The uncomfortable truth about zero-click
Featured snippets are part of a broader trend: an increasing proportion of Google searches end without a single click. The user got the answer they needed directly on the results page.
That means featured snippets are a double-edged sword. You get exposure but not necessarily traffic. For broad, informational searches, you can "win" the search without winning the visit.
The solution is to target featured snippets for searches where the user needs more than one paragraph to make a decision: searches with purchase intent or a need for guidance, where clicking through delivers genuine value.
What does it take to earn a featured snippet?
Google pulls featured snippets from pages that already rank in the top ten for the search. You cannot win position zero without a solid ranking to begin with.
Given that, these factors are decisive:
Ask the question explicitly in the content Include the actual question (ideally as a heading) and answer it directly in the paragraphs below. Google looks for question-and-answer structures.
Answer in one to three sentences For paragraph snippets, short and precise answers win. Do not open with five sentences of background. Answer directly.
Use lists for processes and comparisons Numbered lists and bullet points frequently win snippets for searches involving "steps," "best," "difference between" and similar patterns.
Structure content with clear headings H2 and H3 headings that match common questions make it easier for Google to understand what each section answers.
Have authority on the topic The E-A-T principles covered last autumn apply here too. Google tends to choose extracts from pages already considered credible sources on the topic.
An example of what works
Imagine you run an accounting firm and want to rank for "what is the difference between a limited company and a sole trader."
A page that answers like this:
"What is the difference between a limited company and a sole trader?" A limited company provides limited personal liability: your personal assets are protected if the business runs into debt. A sole trader structure makes you personally liable for all business debts. A limited company requires registered share capital but offers more tax flexibility as the business grows.
...has a far better chance of earning the featured snippet than a page that opens with "Choosing the right business structure is an important decision for any entrepreneur, and there are many factors to consider..."
Start with the questions your customers actually ask
The most practical way to pursue featured snippets is to map what customers and prospects are actually asking, and make sure your website answers those questions directly and clearly.
That is not just good SEO. It is good customer communication.
Want to know which questions your website should be answering, and whether it is answering them well enough? Get in touch: we will help you with a review.