View
550
Download
2
Category
Preview:
Citation preview
Louise Li
@sociallouise
A result on top of the very first search result providing a brief answer to a query that (in most cases) does not require a click through to a web site.
Additional chance to be seen
Be seen as authoritative
The different formatting of the answer box brings more eyes to the result
When you get an answer box, your regular organic listing gets a fatter meta description
The direct
answer
box led to
a 516%
increase
in
sessions
Source: Merkle RKG
Source: StoneTemple.com
When we type search we often use keywords
But, when we use voice search, we ask the search engine a question
Use this regular expression in GA:
(^(c|C)an )|(^(d|D)oes )|(^(w|W)hat )|(^(h|H)ow )|(^(i|I)s )|(^(w|W)hat )|(^(w|W)here )|(^(w|W)hich )|(^(w|W)ho )|(^(w|W)ill )|(^(w|W)ould )
Of course you can!
Source: Stone Temple
1. Identify a simple question
2.Provide a direct answer
3. Include some added value information
Which one are you aiming for?
Content formatted as a list
Aim for a “more info” link
Provide teaser text right after your direct answer
Excellent
CTRs in
Position 0.
1.Identify a question
2.Provide a direct answer
3.Include some added value information
Recommended