In more detail
Featured snippets appear for many question-style searches, such as "how long does SEO take" or "what is a canonical tag". They can take the form of a paragraph, a list or a table pulled from a page. Google's featured snippets documentation explains that its systems decide whether a page would make a good featured snippet; site owners can't mark content to request one.
Pages that win featured snippets usually already rank well for the query, answer it plainly near a relevant heading and present information in a clear structure. Some optimisation advice suggests writing a concise definition of 40 to 60 words directly beneath a question heading. That's a reasonable editorial habit rather than a rule.
Site owners can also opt out. Google documents that the nosnippet and max-snippet controls limit what can appear in snippets, including featured snippets. The same controls affect how content can appear in AI Overviews.
Featured snippets have a mixed effect on traffic. Sometimes they bring more clicks; for simple factual questions, people may get the answer without clicking.
Why it matters when hiring an agency
Featured snippets are a legitimate target for informational content, but they shouldn't be the main goal for most businesses. Ask an agency which snippets it would target and why. Good choices are questions your customers ask before buying, where being the visible expert builds trust.
If a proposal promises to "win position zero" for many terms, treat that like any other ranking guarantee: Google chooses snippets automatically, and they change often. Our guide to spotting fake SEO guarantees covers how to read such promises.