[Hot] SEO 101: Google's Rich Answers
The term "rich answers," common in the SEO community, may seem obscure to some. However, every Google user is undoubtedly familiar with this notable element of the search engine results page (SERP).
You might've noticed rich answers in any number of your recent searches. This relatively new search feature is, simply, a detailed answer to a specific question. In other words, when you ask Google a specific, answerable question you get an immediate specific answer.
This answer arrives in the form of a snippet of text at the top of the SERP with a direct link to a specific web page--as seen in the image below.
In 2015, when Google first introduced the feature, rich answers offered simple results for simple queries: math equations or unit measurements, for example. That year, however, Stone Temple Consulting identified an increase of "nearly 40% percent" in six months. A year later, in 2016, Jason Demers, writing for Forbes, noted that rich answers had increased 9% in that year alone, and predicted the same rate of growth for the subsequent years.
Your experience might concur: Rich answers have become increasingly ubiquitous. Google is now answering many questions with simple, immediate answers.
Alex Stepman, our blog's sponsor, has also noted an increase in rich answers--and many client have asked Alex if they can use his SEO services to optimize for rich answers. In most cases, Alex says, "Yes," however with some caveats (see below).
So what can you do to secure this coveted placement on SERP?
Rich Answers = Rich Content
It is clear Google prefers content that answers questions. The Hummingbird algorithm, which was made to accommodate longer, more complex questions, is a testament to this preference. Even if you're not aiming to be the selected "rich answer," your content should seek to provide a rich answer.
The quest will not be easy.
As DeMers has noted elsewhere: "Countless studies have shown that only the 'best of the best' content is worth anything. The vast majority of all online content never generates any inbound links, shares, or other meaningful forms of interaction; in other words, it’s a complete waste of time and effort."
In other words, unless you already have a quality content campaign in place, optimizing for rich answers may not make sense. This is Stepman's view.
"Additionally," Stepman says, "although you may be able to craft content to satisfy rich answer requirements, your first priority should be a viable piece of content that simply satisfies Google's general requirements."
How to Optimize for Rich Answers
In the end, content optimized for rich answers might not look all that different from content optimized for search engines. As DeMers notes: "It needs to be relevant, appropriate, detailed, and most of all—concise."
What's unique in this definition is the emphasis on concision. The best way to optimize for rich answers is to provide concise answers to concise questions.
What might this look like? Depending on your business, make a list of common industry questions--then strive to answer these questions, with special reference to the question itself in each piece of content.
Make Your Content Count
Do you feel like you're wasting your time and effort generating new content that no one reads?
Inspired by Google's evolving preferences, we have Two Simple Questions to Inspire Rich Content:
1. What question am I answering?
2. What am I adding to the conversation?
With these questions in mind, you're off to a running start.
Will you succeed? The answer lies in your content. Is it exceptional? Does it count? You may discover your content in the rich answer box. More importantly, though, you must create content that earns a spot on the SERP.
Online Marketing with Stepman's SEO
If you're looking for an SEO company that understands the nuances of the algorithms as well as content marketing, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective online marketing campaigns.
You might've noticed rich answers in any number of your recent searches. This relatively new search feature is, simply, a detailed answer to a specific question. In other words, when you ask Google a specific, answerable question you get an immediate specific answer.
This answer arrives in the form of a snippet of text at the top of the SERP with a direct link to a specific web page--as seen in the image below.
In 2015, when Google first introduced the feature, rich answers offered simple results for simple queries: math equations or unit measurements, for example. That year, however, Stone Temple Consulting identified an increase of "nearly 40% percent" in six months. A year later, in 2016, Jason Demers, writing for Forbes, noted that rich answers had increased 9% in that year alone, and predicted the same rate of growth for the subsequent years.
Your experience might concur: Rich answers have become increasingly ubiquitous. Google is now answering many questions with simple, immediate answers.
Alex Stepman, our blog's sponsor, has also noted an increase in rich answers--and many client have asked Alex if they can use his SEO services to optimize for rich answers. In most cases, Alex says, "Yes," however with some caveats (see below).
So what can you do to secure this coveted placement on SERP?
 |
| A Google "rich answer" |
It is clear Google prefers content that answers questions. The Hummingbird algorithm, which was made to accommodate longer, more complex questions, is a testament to this preference. Even if you're not aiming to be the selected "rich answer," your content should seek to provide a rich answer.
The quest will not be easy.
As DeMers has noted elsewhere: "Countless studies have shown that only the 'best of the best' content is worth anything. The vast majority of all online content never generates any inbound links, shares, or other meaningful forms of interaction; in other words, it’s a complete waste of time and effort."
In other words, unless you already have a quality content campaign in place, optimizing for rich answers may not make sense. This is Stepman's view.
"Additionally," Stepman says, "although you may be able to craft content to satisfy rich answer requirements, your first priority should be a viable piece of content that simply satisfies Google's general requirements."
 |
| Google is increasingly interested in answering specific questions |
In the end, content optimized for rich answers might not look all that different from content optimized for search engines. As DeMers notes: "It needs to be relevant, appropriate, detailed, and most of all—concise."
What's unique in this definition is the emphasis on concision. The best way to optimize for rich answers is to provide concise answers to concise questions.
What might this look like? Depending on your business, make a list of common industry questions--then strive to answer these questions, with special reference to the question itself in each piece of content.
Make Your Content Count
Do you feel like you're wasting your time and effort generating new content that no one reads?
Inspired by Google's evolving preferences, we have Two Simple Questions to Inspire Rich Content:
1. What question am I answering?
2. What am I adding to the conversation?
With these questions in mind, you're off to a running start.
Will you succeed? The answer lies in your content. Is it exceptional? Does it count? You may discover your content in the rich answer box. More importantly, though, you must create content that earns a spot on the SERP.
Online Marketing with Stepman's SEO
If you're looking for an SEO company that understands the nuances of the algorithms as well as content marketing, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective online marketing campaigns.