How to Get Your Site to Appear in a Google Answer Box

Earlier this year, Google started providing users who asked specific questions with an answer box on the search engine results page. While you can find different styles of these answer boxes, they typically feature text from a website that specifically answers the question.

A Closer Look at Instant Answer Boxes from Google

In an effort to help people find answers to their questions more quickly, Google introduced the answer box. This box, which appears above the organic search results, features a pale gray background. The goal of the box is to provide specific answers to a question like “How to use Google maps” for example.

Unsurprisingly, these boxes capture a significant amount of traffic. According to research, answer boxes received nearly a third of all of the first page clicks. Imagine how much more traffic you could get if you could get your site to regularly appear in these boxes. Even though it sounds like a difficult task, it is actually quite achievable. It is all about mastering the art of content marketing.

In order to show up in the box, your site has to rank high enough that it appears on the first page of the Google results for the question asked. Even more importantly, it has to provide a direct, specific answer to the question.

Tips for Getting Your Site to Appear in An Instant Answer Box

1. Familiarize yourself with the specific questions your visitors are asking.

Log in to the search console and take a close look at the analytics. With the help of filters, you can distill the results down to a list of questions that your users have asked that have caused your sites to appear in the search results. You should be able to export this data for further analysis.

2. Dedicate a page on your site to providing an answer to the question.

The next step is to create a page filled with content that is designed to answer that question as clearly as possible. Focusing all of the content on the page around a specific question makes it easier for Google to understand exactly what the page is about. Don't just answer the question. Instead, provide as much supporting information as you can. These simple steps will help your site achieve a higher ranking for that specific question. Don't be afraid to include links to high quality, relevant sites elsewhere on the Internet. You can also include images with relevant alt tags to further add to the quality of your content.

Currently, Google provides three basic styles of answer boxes:

• List boxes - These boxes include either bulleted or numbered lists. In some cases, they also include an image.
  
• Table boxes - With these boxes, data is presented in the form of a table, often showing comparisons between different items.
  
• Paragraph boxes - These boxes usually have a snippet of text providing an answer to the question along with an image, which is aligned to the right-hand side of the box.

3. Provide the answer right away.

Instead of writing a long introduction and then answering the question, provide the answer at the top of your content. Even though this may feel a little bit strange, it improves your chances of getting featured in the answer box. Include the gist of the question in your answer. 

To learn more about the content structure that Google prefers, take a look at some of the existing content that shows up in answer boxes. Try to structure your content in a similar way.

4. Focus on optimizing your page.

The only way that your page will show up in the answer box is if it is on page one of the Google search results. That means that you need to optimize it so that it appears as high as possible.

Include the question in the description of your page as well as in the title. Creating a page that is completely dedicated to the question is the most effective way to accomplish this.

Additional Suggestions for Success

Try to find questions where an answer box is already present but the content is subpar. If you can do a better job of answering the question on your website, the odds of appearing in the box are higher.

Use targeted, concise language. Always start your answer with the question. Avoid complex language or excess fluff. Instead, write in a way that everyday users can understand.

Focus on accuracy.

Provide enough information to answer the question while still leaving readers wanting more. Phrase your response in a way that makes them curious enough to click through to your site to learn more.

Giving the best answer is what Google wants to provide to its visitors. Letting Google know you have the best answer is the primary challenge you need to solve.

According to Hill Web Marketing, search engine optimization or SEO, is “the ability to understand search intent so you can deliver content that meets users’ needs and offers the best solution.” If you understand this, then delivering to Google the best answers will result in more traffic to your website and ultimately lead to greater business opportunities. 

Start with the basics of SEO if you’re new to the field and before you know it, your website will be seen as an expert source of knowledge!