Featured snippets balance the seemingly competing goals of Google and businesses wanting to optimize their appearance in relevant searches.

Google wants to give searchers the most useful information in the search engine results pages (SERPs), so it frequently updates its algorithms. Google also answers queries using rich results and knowledge panels — which result in two-thirds of Google searches ending without clicks to other web properties.

Both instances make it difficult for businesses that want to appear at the top of Google search to get the most visibility for their brand.

Google’s solution? Featured snippets.