How to Optimize Content for Google Answer Box
For most businesses and marketers getting the number one spot in a Google search is the holy grail of SEO. However, there is something even better than that. This is appearing in what marketers and SEO professionals are calling position 0, otherwise known as the Google Answer Box. Until recently, getting yourself in the coveted Google Answer Box has seemingly been pot luck but we're going to let you into a secret of optimizing your content so that it shows up in Position 0.
So how do you optimize content for the Google Answer Box? If Google thinks there’s a high probability they know what the user is looking for they will be presented with a snippet of rich information at the top of the page. The snippets tend to answer the question concisely or provide the precise information the user is looking for. You can get your content in a Google Answer Box by identifying useful keywords, answering the question concisely, and organizing both your page and your content.
Example Answer Box
Why do You need to Appear in the Google Answer Box?
Getting the number one spot in search results is no longer enough. Google has increased its sponsored links, which appear at the top of the page, along with videos, images, and other items. This means your top link can appear far down the page of results.
The Google Answer Box is different. It appears at the very top of a search results page. And it aims to provide exactly the information the user wants. Appearing here, therefore, gives you dominance from an SEO perspective. It helps establish you as an expert in your niche. In short, you need to get yourself in a Google Answer Box.
How Does the Google Answer Box Work?
It's important to note that the content in the Google Answer Box doesn't necessarily come from the top result of a Google search. The information that appears is what Google considers to be the best answer to the question. Think about this carefully. It means that content needs to answer users' questions as well as being optimized for appearing in the Google Answer Box.
Or as Google puts it…
“Featured snippets come from web search listings. Google's automated systems determine whether a page would make a good featured snippet to highlight for a specific search request. Your feedback helps us improve our search algorithms and the quality of your search results.” Google (How Google’s featured snippets work)
How to Optimize Your Content
Optimizing your content involves several steps. Following them carefully will stand you the best chance of getting your content in the coveted spot. Here, we’ve broken the process down into four.
Step 1: Identify keywords related to your business that are most likely to have a dedicated answer box
This involves providing content that's helpful to your users. For example, you are a producer of walnuts, and you want to rank for the top spot for all things walnut. Using "walnut" as your keyword likely won't get you very far since there are over 300 million search results. “Walnut” isn't specific enough. Using a term such as "easy healthy walnut recipes" will yield far better results.
“Easy healthy walnut recipes” is a well-searched term, but it is also specific enough to appear in a Google Answer Box. Whatever your business niche, you need to be thinking about the types of questions your users will be asking about your products. Avoid general terms and go for something more specific.
Tip: AnswerThePublic.com can help you turn keywords into questions.
Step 2: Use Google’s Inaccuracies to Your Advantage
Google isn’t perfect. It is known to provide information in its answer box that is incorrect or irrelevant. Sometimes it misinterprets the question asked and provides information for a similar question instead.
Finding Google’s mistakes related to your niche will give you an advantage. If you manage to spot any, you can take the opportunity to click on the "Feedback" link that appears under the search result and mark it as "misleading or inaccurate." Then, you can seize the opportunity and create the right content to rank in the Google Answer Box.
Step 3: Start Creating Optimized Content
Writing optimized content is more than just including keywords. Google likes order. Write with tidiness and organization in mind.
Google loves:
Structured data
Straightforward answers
Simple instructions
Clear definitions
Numbers
Bullet points
Lists
Links to reputable data.
In short, cut the waffle and get to the point. Number or bullet point any steps in your content. Keep your points clear and simple.
Step 4: Don’t Forget the Details
There are a few things not to forget when optimizing your content:
Where possible, add the question that a user would ask. In your title and/or meta description. This can boost your chance of having your answer appear in a Google Answer Box.
Build links to your Google Answer Box or earn them by using anchor text that corresponds with the answer box.
Make sure your website is formatted properly:
Each web page should be devoted to answering a single query
Include FAQ’s in the content
Use H2 and H3 headings for stating questions. Write content that directly answers the questions below each heading
Repeat the question the user asks at the top of the page
Provide a direct answer below the question
Follow up with images, data, or other supporting content
Use the Google Search Console
Once you've optimized your content for the Google Answer Box, keep an eye on how well it's performing. You can do this by going to your Google Search Console. Filter the data to get what you need:
Go to: Performance > Queries > Filter CTR and Position
You need to be looking at the "Average CTR" (click-through rate) and "Average Position." The bigger these two elements are, the more likely you are to appear in the Google Answer Box. If necessary, tweak your content to improve your chances of appearing in the answer box.
Like all SEO, it takes work and patience to have your content appear in the Google Answer Box. When you succeed, however, you'll reap plenty of rewards. Don’t forget to take a screengrab and keep up the excellent work.