Will Google Rich Answers Replace Keyword Specific Search?
The Google rich answers have been in the search engine for a while now. If you are a regular at working in the field of SEO, you might also be aware of its functions. The Google rich answer box has been increasingly making its presence felt in the search engine.
Studies conducted by Stone Temple Consulting shows that there has been a rise in Google rich answers from 22.6% in December 2014 to nearly 35% in December 2016. This number is only likely to increase in the coming days.
The rise in the return of Google rich answers even before the display of specific links and URLs indicate the fact that websites need to optimize their content based on this new Google algorithm. Keeping up with Google’s ever-changing algorithm is already a challenging task. With the new rich answer return, websites now not only need to optimize keywords, but also optimize answers which they think might be used by Google as rich answers.
In order to create a better search engine optimization campaign for Google, it is important to learn the basic intricate details of Google rich answers.
Google rich answers is categorised into three major sections. These are:
1) Basic Snippets
2) Featured Snippets
3) Google’s Answers
Basic snippets hardly need an introduction. These have been present in the search engine for a long time now. Basic snippets are those Google rich answers that are displayed below a given link. It gives a short description of the search keyword or phrase along with the link where this can be found. Basic snippets usually have elements of rich snippets like image, ratings, reviews, maps and calling option. Optimizing your content for basic snippets require the incorporation of elements like schema, HTML and XML files.
These are the newest feature in the search engine introduced by Google. Featured snippets are Google rich answers that are displayed on the top of the search engine results page above the rest of the URLs. These answers are generally drawn from third party websites and not Google’s own version. Thus you too can optimize your website content to make it a featured snippet. However, Google tends to display only the best, most specific, compact and accurate answers as featured snippet. The URL of the website from which the featured snippet has been generated is displayed right below the rich answer itself.
Common answers and information based on public domain are often displayed by Google itself. These may or may not be generated by third party websites. Google rich answers are displayed directly on the top of the search engine results page. As these answers are mostly generated by public domains, URLs are not always displayed below the answers. Instead, only the source may be displayed.
How can Google Rich Answers help your SEO?
Google often tends to display rich answers mostly from public domains. Thus rich answers may not always be from third party websites. However, Google keeps indexing websites especially the ones with high quality and rich contents. Thus the Google rich answers might be displayed in the results page from private domain websites as well.
While you may feel, Google might be stealing your content, it is the contrary. Google would only display rich answers which it finds the most relevant. If your website content is chosen to be displayed as rich answer, this gives you an added boost to your website as it would also display your website link below the featured snippet.
Studies conducted by Stone Temple Consulting show that websites whose answers were displayed in Google rich answer box witnessed a rise in their traffic. Thus optimizing your website content for Google rich answers would help in increasing your website visibility in the search engine displaying it on the top even before the result list.
Websites need not have a high page rank to be a high authority site. Google uses its search engine spiders to index various websites. These indexes are used to generate rich answers even if they belong to sites with low page rank or low authority site.
Will keyword work in Google Rich Answers?
Google rich answers tend to focus on displaying full sentences and paragraphs. However, keywords still remain a major part of the displayed answers. These answers contain keywords and these in turn help Google to generate answers from the indexed pages. These are displayed in bold within the Google rich answer box which helps in catching the attention of the audience.
To improve user experience and generate better rich answers, Google has been working on an app that is entirely dedicated to displaying rich answers. Google has been working hard to improve the generation of rich answers. Thus it will not be surprising if you find your queries being answered directly through Google rich answers in the near future.