- Google has become a Q&A engine and rewards websites providing clear Q&A
- From 30-50% of all organic searches do not result in a website click.
- A reputation for great Q&A and How-To Content drives brand value and subsequent, direct traffic.
Customers want answers – now – and Google is moving to satisfy that need. The result is that Q&A / How-To queries often result in no website clicks. An on-SERP (Search Engine Results Page) strategy is based on building brand value as the “go-to” source for a topic so that future searches include the brand name.
Google has evolved into a search engine focused on Q&A and How-To “conversational” search activities. This is true in text, voice and video. Businesses must evolve their Q&A strategy under the assumption that as more digital natives become customers, the expectation is that you provide lots of information for their due diligence online, not assuming they’ll call to ask questions.
The effect of this presence as the answerer of questions drives brand value. It would be the long term goal to become the go-to for questions on a topic so that searchers visit your site by branded search (typing your company name into Google) so you are not as subjected to Google’s zero-click search results.
FAQs (Frequently Asked Questions) are the original form of Q&A, but things are well beyond these short lists of questions. Now, we need to produce large knowledge bases of Q&A and show those to Google as part of your SEO strategy. Each of the questions will offer up a small bit of traffic, which accumulates as the knowledge base increases in size. A FAQ list may have been 15 questions, but the knowledge base may have 200-300.
Knowledge bases for SEO are built by having everyone at the organization contribute questions, answers and ideas over a long period of time, and that these are captured in a central knowledge repository. We will assist in the process flow and the optimization of the resulting customer-facing pages.
No Click SERPs – Desktop and Mobile – image via Sparktoro.