A majority of Digital Marketers and SEO Professionals are still focusing on LSI and Long tail keywords having direct phrases. However, one thing they are probably missing is using question keywords in the content. In case you don’t know, question-related search queries form a massive part of the organic searches. A study reveals that Google receives more than 3 billion searches through question keywords each day. In this context, a Moz study reveals that 8-10% of the global searches are phrased as questions. So, it definitely makes sense to create your content around question keywords. Not only does it help you boost your organic traffic, but also brings a huge difference in your SEO strategy. In this blog, I’ll tell you how you can optimize your website content by including question phrases or question keywords. And how you can rank your website or get featured in the rich snippets in search results. But first, let’s try to understand what it takes to rank a particular keyword on Google.
Semantic Search In Action Before you move further with question keywords, it’s important to understand how Google retrieves the relevant results for question phrases. The keyword suggestions that are listed at the bottom of Google search results are powered by the Semantic Search technology. And as it turns out, Semantic search plays a vital role in deciding search results for question phrases on Google. The same technology is used by Google to identify the entities present in question keywords. So whenever you enter a random search query on Google, it processes the information through Semantic search, analyzes this information against a certain set of documents and gives relevant results in featured snippets. Let’s see how it works when the search query entered is a question phrase.
Google As An Answer Engine Ever since the Semantic Search technology is introduced on Google, it is constantly evolving as an answer engine. Over the years, there have been tremendous developments in Semantic search, making it smarter with new technological integrations. Searches on Google today, are powered by Artificial Intelligence and proactively support voice search and schema data. All these developments have contributed towards making Google an ultimate source of information that not just displays results for a search query but answers questions like an assistant. You might have noticed, when you enter a question phrase on Google, it returns the most relevant answer for that. Besides, the content is also featured in rich snippets at the top of the search results. For example, when you enter something like, “What is the capital of Croatia” in Google search, it gives you an instant answer along with some other details like map and related searches. Besides, if you voice search the same query, it tells you the answer rather than showing you the results.
How To Get Featured In Rich Snippets? Now the question worth asking is, “Is it possible to feature your content in the rich snippets on Google?” The answer is ‘Yes.’ Your content can be featured in those rich snippets if it matches the search query that is entered. The very first approach followed by Google is to provide a direct answer to a search query that may or may not be having details featured in rich snippets. For example, when you type in, “Who is the President of the United States,” Google gives you a direct answer without any details. On contrary, if you search for something like, “Which is the highest mountain in the world,” Google fetches details from a website which has published the most relevant content about the search query. It then features some of the content in rich snippet with the website link at the bottom. So it’s all about relevancy. If you are posting high-quality content on your website that accurately addresses a particular search query, then definitely, it will get featured.
How To Rank Your Page With Question Keywords If you want your website to rank on the question keywords and your content to be featured in snippets, make sure you are following these practices.
So that’s how you can leverage the Semantic search technology to rank your web pages and get featured in rich snippets. This further helps you boost your organic traffic and increase your conversion rate. Make sure you are following all the aforementioned practices and with time, you will definitely see a sharp rise in your organic traffic and conversion rate.
- Find out the most searched question keywords and use them in your content. You can take help of the tools like Keyword Planner (Google Adwords tool), SEMrush Magic Tool and SERP Stat.
- Provide answer to the question in the very beginning of the content i.e preferably in the first or second line or at least in the first paragraph.
- Include the question keyword in the title of your blog or article. This makes it easy for Google to tag your webpage for a particular search query.
- Don’t end the article abruptly after answering the question. Rather, provide detailed information about the topic.
- Improve your domain authority so that Google can perceive you as a trusted resource. Keep posting relevant and high-quality content on your website.