When searching on Google, you’ve probably noticed that you get answers to your questions displayed at the top of the search results page. These answers appear above the results ranked first organically. It’s a coveted position that brings traffic to your website and shows that you’re providing useful answers to the questions users are asking.
The content that appears in the answer box is regarded by Google as the best answer to the question. It comes mostly from unbiased, trustworthy sites, such as “.edu” sites and “org” sites and may consist of text, images, graphs, maps and videos.
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If you want to appear in the Google Answer Box, you need to ask yourself the following questions.
Have I identified queries in my keyword research that ask a question?
One way to do this is to identify what language customers are using when asking questions. Talk to colleagues in sales and call centers to find out. You can build a whole keyword list around the phrases your customers are using. You can expand the list by taking note of “searches-related–to” and “people-also-ask” to give you clues.
Does the current content ranking in the answer box clearly address the user’s question?
Take your keyword list and type each one into the search bar. Make detailed notes about what’s featured in the box. Look at the format and see if answers are displayed in a bulleted list, paragraph or a table. Note the words and phrases used and the length of the answers.
If the current answers are lacking in substance or accuracy, you could leapfrog them by providing more accurate, complete or better-formatted answers.
Did they answer one question but not others readers would find important? If you identify and answer those related questions, Google may find you’re offering a better answer. Use some audience feedback to test different formats that you think would best answer user’s questions.
Is my content formatted correctly?
The content in the Google answer box appears in many forms but you need to make sure your content is formatted in such a way that it provides users with what they want. Answers in the box usually have clear steps, definitions, ordered lists and easy to follow instructions.
Make the question you’re asking an H2 header as a clue for Google to discover it and provide the answer below it. If the preferred format in the answer box is in the form of a paragraph, try it in a paragraph and if it’s in the form of a table, use a table.
Are my answers accurate?
Google favors strong, straightforward correct answers. Some information is subjective but Google tends to look at many trusted sites for words, phrases and structured information that match up many times. For example, if the statistics you offer don’t match up with those on many trusted sites, Google will trust your statistics a little less.
If people are looking for a direct black-and-white answer, they may be satisfied with what they find in the box and not click through to your website. If they’re doing research and want a more detailed answer, they will usually click through.
In both of these scenarios, you can benefit. Not only will you receive recognition for providing a relevant answer but you will receive clicks and traffic from research-oriented queries.