pinging to Google<\/a> keywords and\/or phrases that resemble questions, serving them the most efficient information is simply common sense.<\/p>\nAs such, ranking more prominently in various SERPs increasingly relies on being able to reach those who are in search of answers. While select keywords in your content may help (among other things) in ranking when your content is on-point, structuring key pieces of content to provide answers \u2013 or even focusing more on FAQs, as one example \u2013 can help improve your visibility.<\/p>\n
Brainstorm These SERPs<\/h2>\n
Whenever Google displays its \u201cPeople Also Ask\u201d box in select results, this is an opportunity for brands to learn more about what people are needing answered. Just like Autosuggest helps content creators garner ideas for new and meaningful content, mining these SERPs for more information on related queries can further improve your ranking potential in select SERPs.<\/p>\n
Once you\u2019ve drummed up a list of questions based on these recommendations, you can then begin creating relevant content that can target one (or more!) of these related questions. The more answers you can provide with each piece of content, the more chances you have to rank prominently in question-based search results.<\/p>\n
Format Content Effectively<\/h2>\n
If you want Google and other search engines to more readily index and display your answers in question-based search results, then formatting the content properly is key.<\/p>\n
If you\u2019re pinging to Google a veritable word salad with improper headings and subheadings, formatting and immensely large paragraphs, then this data may be considered less poignant: after all, if a simpler \u2013 but still accurate \u2013 alternative exists, the search engine will likely opt to use it instead.<\/p>\n
Ultimately, optimizing content (whether it\u2019s FAQs or a more generalized form of content) to include shorter blurbs that are easier to parse and ample formatting seems to have an effect on whether specific brands\u2019 answers are featured in the People Also Ask boxes (as well as within position zero).<\/p>\n
While this new world of optimizing content for multiple types of search results can be daunting, it isn\u2019t as difficult as you might think. Ultimately, Google and other search engines want to see content that is optimized for the human experience. If you can make the answers you\u2019re providing thoughtful, succinct and easily readable, then half the battle is already won.<\/p>\n
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For years, the nature of search results has become increasingly complex. While it was once merely a place for standard, text-based results, search engines like Google now include maps, videos and a variety of integrated features and snippets in various SERPs and queries.<\/p>\n