Great Website Content – YES, it’s still very importantKenneth Nel
Have you noticed that Google’s featured snippet and direct answers are at the top of its search results page? What does this mean for Search Engine Optimization?
Does this spell the end of traditional content marketing?
Get Your Free SEO E-Book With Advice Straight From Google
Google SEO Starter Guide - Free!
What it means for digital marketers is that content is more important than ever. And no, it does not spell the end of content marketing. If anything, it highlights its importance!
What is this featured snippet/direct answer of which you speak?
When a user types question into the Google search bar, Google searches all possible websites for the best answer. The most relevant result. It then places that result above the first-ranked organic (unpaid) search result.
What is interesting to observe is that the best answer does not always come from the first ranked site.
Look at the example below. We asked Google ‘how do I create a blog?’. The direct answer which it presented actually comes from the website ranked 3rd in the organic results.
Not only that, but underneath the answer is a link to the website from where the answer was taken, giving the illusion of a first position result.
This, of course, means that there is another way in which to reach the top without being number one. As a matter of fact, this is a way to beat number one.
But how does one get there?
Good question. If you want to improve your odds of winning the coveted featured snippet spot at the top of Google’s search results page, there are a few things you can do.
Firstly, ensure that you have informative and relevant content on your website. (If this isn’t a good argument for content marketing, I don’t know what is.) Instructional videos and blogs will definitely increase your chances.
Secondly, if you opt for blog posts, don’t be afraid to use bullet points to simplify an answer. Google loves this format for its snippets. And so do your users!
And third, create a Frequently Asked Questions page on your website. This is a great place to answer all of the questions that relate to your brand or company, and what you offer. Short, concise answers will appeal to Google and users alike.
Keep adding to your FAQs as people ask more and more questions. Chances are, if one person had a specific challenge, others will, too. Answering them once, online, saves a lot of trouble. And it drives a lot of traffic to your site, too.
Whether we like Google snippets – or hate them – the fact is, right now they offer a relatively affordable way to get to the front of Google … without spending a whole pile of money. Using these three ismple steps will see your site climb the search results rankings. Which means you should be getting leads in no time.
Need more great tips for mastering Google search results? Claim your free digital marketng tips here.