A Search Engine Result Page (SERP) on Google is meant to show users the top, most relatable results to what they are searching for. The returns on top organic rankings have been steadily diminishing as Google adds more elements to the SERPs, one of the most dominant being Ads.
The Role of Related Questions
Now, whenever you search a question, or anything remotely close to a question ‘tone,’ Google provides related questions and answers in plain sight in your SERP. In the past year, this section, called People Also Ask (PAA), has started dominating SERPs and became almost ubiquitous by the end of 2018.
Recent research shows that PAAs are now showing up in over 80% of Google SERPs. This is pushing organic searches further down the page.
Create and Craft Your Answer Box
Now, there are many different tips out there on how to get your content to appear, and how to feature your website in this featured snippet.The best way to do so? Create content that will likely fit in the Answer Box in “Google’s eyes.”
How? On your website, be sure to write complete questions and answers, use plain language, avoid a sales-like tone or word choice, and add your own Q&A schema. Quality content on your site can then be transferred more likely by Google to quality answers for their PAA and Answer Box.
Dominate Your SERP...
If you aren’t answering the questions clearly, someone else is. They, then, will be the website that appears in Google’s answer box rather than you.
If you’re looking to continue dominating the world of search results, this is one way to do so. As times continue to change, so does the optimization of your search results! So… ask and answer away!