Not all answers appear in the same format. Featured snippets, People Also Ask (PAA) results, and voice answers each pull content differently. Each format favors a specific kind of structure.
When pages treat these formats the same, they may rank but rarely get selected. Designing for selection means understanding how each format works.
This section explains the three formats and how to structure content for each.
Featured snippets: the top answer block
Featured snippets show a short answer above the regular results. The system looks for one clear response that stands on its own.
Pages that perform well usually place a direct answer in the first few sentences. That answer is short, literal, and easy to read without extra context. Clean headings and short paragraphs help the system confirm it found the right section.
A common pattern works well here:
- The main heading matches the query
- The opening paragraph answers the question directly
- Later sections add detail and examples
Pages often miss this format when the answer appears after a long introduction or broad framing.
People Also Ask: the question ladder
PAA results expand into follow-up questions. The system looks for clear question-and-answer pairs that match how people ask things.
Pages that work well use headings written as real questions. Each question is followed by a short, direct answer. Several related questions live on the same page, using the same terms throughout.
A simple structure fits this format:
- A brief introduction
- A sequence of question-based headings
- Each question answered in a few short paragraphs
- Lists used where they clarify
Pages lose visibility here when headings stay vague or abstract, which makes it harder for the system to map content to specific questions.
Voice results: the single spoken answer
Voice answers deliver one response out loud. The system looks for content that sounds natural when spoken.
Strong voice answers are brief and clear. One sentence that can be read in under ten seconds works best. Plain words and short sentences matter more than detail.
Pages that support voice often include:
- A short, voice-ready answer near the top
- A second paragraph that adds context
- Simple numbered steps when needed
Voice results struggle with long explanations, dense language, or content that depends on visuals.
The shared goal: answer blocks
Across all three formats, the goal stays consistent. Pages perform better when parts of them can be reused without breaking meaning.
An answer block is a small section that stands on its own, such as:
- a definition paragraph
- a short list
- a simple step sequence
- a clear comparison line
Building these blocks into a page improves selection across formats.
Reusable answer blocks are the units systems rely on for extraction.
The AEO takeaway
Each format rewards a different structure:
- Featured snippets favor direct answers
- PAA favors clear question-and-answer sections
- Voice favors short responses that read well aloud
The same content can serve all three when it is structured with reuse in mind. In the answer layer, structure determines how content gets used.
