Google is rolling out some of the biggest changes to its search engine results pages since its founding in the 1990s. Instead of simply delivering a list of blue links, Google is now integrating AI-generated overviews—called featured snippets—directly into search engine results pages.
These Google AI snippets sit above traditional results, offering users quick, AI-curated answers to their queries. For UK SMEs, this presents both a huge opportunity and a potential challenge.
Getting featured in an AI snippet can skyrocket your brand’s visibility, boost credibility and attract high-quality leads. But there’s a catch—if your content provides an answer that’s too comprehensive, users may have no reason to click through to your site.
Our CMO, Pete Jakob, believes snippets are a crucial tool for brand growth. “Our audience often asks ‘How do I get featured in a Google AI snippet?’” says Pete.
“When you consistently appear at the top, you establish trust with potential customers. The goal is to provide genuine value while structuring content so Google’s algorithm understands it easily.”
A real-world example: Fractional CMO vs agency
One snippet The Marketing Centre, in collaboration with agency partner Breckenridge, has consistently held is for the search term “fractional CMO vs agency.”
The content focuses on SME pain points around cost, expertise, and scalability, using clear, bullet-pointed comparisons and a concise summary up front, with deeper insights below.
Pete explains, “We structured the article to answer key questions our audience had,” Pete explains. “Then we kept each point brief before diving into detailed insights. That’s the format Google prioritises for snippets.”
The pros & cons of AI snippets
A Search Engine Land study reveals both benefits and risks of appearing in AI-generated snippets:
Upsides:
- Increased brand awareness and authority
- Higher-quality leads, as users see you positioned ahead of competitors
Downsides:
- Potential traffic drops of 10-40% (and up to 92% in extreme cases) if the snippet is too detailed.
- Zero-click searches, where users find everything they need without visiting your site.
Pete stresses that you need to balance clarity and curiosity. “We give a direct answer but also entice readers to click for exclusive data or deeper insights.”
A strategic, ongoing process
Below are the core steps The Marketing Centre and Breckenridge use to retain high search visibility without sacrificing engagement:
- Conduct audience research
Identify the exact questions your target audience is asking about a specific subject. You can use tools like AnswerThePublic and Google’s ‘People Also Ask’ for real-time insights.
- Create value-driven content
Address those SME pain points thoroughly, but concisely. Be sure to speak in clear and understandable language and use examples that are relevant to them.
- Optimise for snippets
Include a 40-60-word answer near the top to feature as your snippet. Then, structure the content below with bullet points and short paragraphs for clarity.
- Encourage click-throughs
Don’t give everything away in the snippet. Offer deeper insights (such as case studies, ROI breakdowns or downloadable resources) to reward visitors who click through.
- Monitor & update
Track traffic, engagement and click-through rates over time. And be sure to refresh content with new data and recent examples to maintain snippet eligibility.
Snippet optimisation isn’t just a one-and-done strategy, Pete stresses. Instead, it’s a continuous cycle of improvement. “Content must evolve alongside our audience’s needs,” he says. “We regularly refine our approach based on new trends and insights.”
Value first, structure second
Want to get featured in Google AI snippets? The key isn’t tricking Google—it’s helping your audience.
Focus on understanding their biggest challenges, delivering valuable insights and structuring content in a way that Google’s AI can easily process.
As Pete puts it, “Snippets are a powerful showcase what you do best. The goal isn’t just to rank—it’s to provide meaningful answers while driving engagement and conversions.
“That’s when you’ll consistently appear at the top. And without giving away the farm.”
Ready to improve your snippet strategy?
Snippet success isn’t about quick wins. It’s about strategic, continuous content optimisation that serves your audience while guiding search engines to your best insights.
Get in touch to find out how our fractional CMOs can help you create a sustainable, user-first content strategy—and get you featured in AI snippets.
