Did you notice Google is offering fewer options for your search results to shine? It seems like Google regularly adds a new box to the search result pages that answers searchers’ questions immediately, without them having to click on anything. For instance, type in [Blade Runner 2049] and you’ll be bombarded by four ads, a full knowledge graph panel, showtimes for the movie, top stories and Twitter feeds until you finally reach the first organic result. Google’s push to rich results not only brings challenges but also opportunities: answer boxes can make you an instant star in the search results. Find out how to get a Google answer box.
What are answer boxes?
A Google answer box (or featured snippet) is a highlighted search box that answers the question you type in the Google search bar. Since this answer box is situated above the regular organic search results, everybody is bound to notice this. So, you can imagine the effect that might have. Having your content as an answer box not only brings in a lot of traffic, but it also proves your authority on the subject – Google picked you, right?
Answer boxes often appear as a paragraph or a bulleted list, accompanied by an image. The image does not necessarily have to come from the article itself. Google seems to pick it, sometimes even from the site of a competitor, although that doesn’t happen that much anymore.
Take the search result [improve mobile site] or [how to improve mobile site]; both yield answer boxes with eight tips to improve your mobile site. I wrote and structured that article with Google’s answer box in mind and it paid off. By structuring the information in an easy to understand way and by giving great suggestions, Google put two and two together and found this post to provide the best answer to the question above. You can do this too.
Featured snippets let you jump to the top of the charts
Now to understand the value of answer boxes, it’s important to see how they live within the search results page. The search results page consists of several parts, among others, the organic search results, ads, and one or more dynamic search blocks. Google is increasingly trying to keep as many clicks as they can to themselves or send them to ad partners. Ads and inline search results like answer boxes, featured snippets, knowledge graph items, et cetera increasingly obfuscate organic search results. For certain searches and industries, that leaves a lot less room to shine with your organic results.
Take that Blade Runner 2049 example I mentioned in the intro. Check the screenshot below (click to enlarge), and you’ll see what I mean. Yes, this is an extreme example, but it does prove my point. Luckily, we can try to get answer boxes to bring us an additional stream of traffic. Not to mention that answering questions is an excellent way to get your content ready for voice search.
How to write content for Google answer boxes
There are several ways to try and aim for answer boxes. In the list below, I’ve listed some things you need to keep in mind when writing:
- Do your keyword research
- Find out what people ask about your keywords/brand/product/service
- Look at the ‘People also ask’ boxes for ideas
- Use Answer the Public to find questions to answer
- Check several current answers to see how it works
- Find out where you could improve
- Determine how to structure your content
- Make your content super helpful and easy to understand
- Keep your answers short and snappy, at a maximum of 50 words
- Make the article easy for Google to digest, so use lists, subheadings, etc.
- Mark up your article with structured data (although you don’t always need it)
- Watch out that your content doesn’t become/feel unnatural
- Not every search will yield an answer box (there are even regional variations)
To top it off, find a way to get people to click on the answer box. You don’t want people to read it and move on. In the end, you want them on your site. Don’t give away all the answers immediately, but try to trigger people to come to your site so they can get the full picture.
Answer boxes and structured data
There’s a common misconception that you must always markup your articles with structured data if you want to get answer boxes. That’s not true. The article I mentioned above doesn’t have structured data attached to it, and it still got an answer box. In some cases, however, it is very helpful to add structured data to your content. Case in point: recipes.
If you have content like recipes, or any type of the content types listed by Google, adding the correct structured data will improve your chances of getting an answer box. It’s like telling Google what your page is about by shouting it in a megaphone. Now, Google instantly understands content that has been enhanced with structured data and will use it to show it in all kinds of cool search features. If you want to learn how to apply structured data to your site so you can be rewarded the highly valued rich snippets, you should try our Structured data training.
The old ‘Google determines everything’ adagio
As always, Google and only Google will pick the answers it shows in its search results if it shows them at all. In the end, there’s no magic formula for answer boxes. Google says the science behind it is very much in flux. Even the way Google finds and presents it is continually changing. For instance, Google is almost certainly looking at engagement and CTR when determining which answer to award an answer box. But there are also instances where Google picks an answer from a site on the second page of the results, or even further down the list. In the end, it always boils down to the simple question: “Does my answer deliver?”
Yes, you can do it too!
Aiming for Google answer boxes can be good fun. It’s hard to predict whether it will work, but once you get one, it’s a blast. You can easily incorporate this when you are writing new content for answer boxes, but updating old posts is worth a shot too. If you have particular pieces of content, like recipes, for instance, structuring your content for answer boxes is almost a must. And while you’re at it, please add structured data for this type of content as it is very important as well. Now, get to it!
Read more: Rich results everywhere »
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