Quick answers in Google searches: what impact for your SEO?
WHAT IS A QUICK RESPONSE ON GOOGLE?
A quick response on Google is a feature that is not really new since it first appeared on the search engine in 2015. Concretely, this is the first window you can see when you do a search , the module being placed before the links proposed in results. Usually, this quick response is displayed when you type a query in an interrogative format on Google
The objective of the search engine is to offer a quick answer to a question by directly offering an extract of information from a given website in this specific window, with a link to this same site so that the Internet user can even access more information if he wishes. Quick responses can also be accompanied by an image as is the case in our example.
For users, Google’s quick responses are a real boon: they avoid going through a search that can be tedious, thus limiting the number of clicks before reaching the desired information. For advertisers, the stakes are obviously quite different and the question of the impact on SEO of such a feature is at the heart of all debates.
ARE QUICK RESPONSES A RISK TO YOUR SITE TRAFFIC?
With the implementation of this feature, many companies have wondered if, due to its particular structure, this novelty could have negative effects on their traffic. Indeed, if the user of the search engine obtains the answer to his question directly and on the first page of the search results, he will not necessarily have the need or even the usefulness to visit your website. Can quick responses then become a brake on your traffic?
Even if this reflection is based on logical principles, what we notice is that the quick answers would rather have the opposite effect on the traffic, at least for the site which would have the opportunity to be cited in this response module. Indeed, a quick response is at the top of the search results, and is displayed even before the first link chosen by Google’s algorithms. So this is an absolutely great opportunity for some companies. All the more so when we consider that you do not need to be ranked in 1st position for results on the relevant keywords to appear in these quick responses. This therefore gives an opportunity for smaller sites to appear before the big players who dominate the market and seo company in Lahore. It is therefore a definite competitive advantage,
On the other hand, quick responses can also be a significant source of additional traffic. Some sites have also seen the number of their visits take off once their pages have been cited in this new Google module. And this is explained by the fact that, just like being in first position in search results, Google’s rapid response offers even more visibility for your specific targets who would like to know more about the subject that concerns you.
So, instead of being a threat to your SEO, quick responses could instead be a real opportunity for your site and for your business. Today, these quick responses are already present on nearly 15% of the queries of the first search engine, which continues to develop the functionality from different angles. It is also necessary to understand what are the principles and the stakes of this new trend in order to be able to position ourselves as well as possible and above all, as soon as possible, on this new market.
THE EVOLUTION OF RAPID RESPONSES & THE IMPACT OF VOICE ASSISTANTS
The last few months have marked a real revolution in this functionality, which has already existed for 3 years. Indeed, Google announced in January that rapid responses will now be able to offer several results for each request. The goal? Improve the relevance of the responses and above all avoid those that would not be entirely satisfactory from a user’s point of view, as some had observed on a large number of requests until then. Some queries can be interpreted in different ways and it can be difficult for the algorithms to come up with a completely adequate answer depending on the subtleties of the language.
Furthermore, rapid responses have a definite advantage in the progressive use of voice assistants. The latter are already starting to revolutionize the way research is used, not only in the words and expressions used for searches, but also in the way in which information is consulted by Internet users. Google has already renamed this type of search to “micro-moments” and distinguishes them into 4 types, as shown in the table below.
Resolutely different, the search by voice favors requests in interrogative form, more natural to the spoken word, thus necessarily impacting the most relevant key words and expressions for companies wishing to position themselves in the results optimally. With the launch of Google Home on the market, it’s a safe bet that rapid responses will play a considerable role in the queries of tomorrow because they bring particularly interesting added value in this type of use.
For the moment, Google seems to be focusing its efforts on queries that could have several intentions in their formulation. These specific requests would benefit from the possibility of having several answers in order to ensure the consistency of the answers according to the primary intention of the average user. Of course, it is still too early to know if the stakes of multiplying these quick answers will have an unfavorable impact on SEO, and in particular if the second or third place in this particular ranking will have an impact as severe as that of the one can observe in the heart of the search results currently. In this case, there is a risk that competition will become severe in this very specific area that the rapid responses offer.
But the functionality is still in the testing phase, it is better to be careful and stay as alert as possible on changes in this trend to prepare adequately. Still, it can be noted that Google continues its constant pursuit of quality in the results it offers to its users, and these new advances could well allow some sites to perform well on very specific questions. which concern their own market. Once again, concerns will focus on a consumer-centered approach with at the center of these reflections an ever-greater anticipation of the intentions and needs of Internet users.
HOW DO I APPEAR IN THE RESULTS FOR QUICK RESPONSES?
Quick responses can therefore be of considerable interest to your SEO. So what can you do now to position yourself on this new Google feature?
Identify interesting quick answers for your business
The first thing to do to claim to position on this particular type of results is to identify potential research that relates to your industry. This reflection can be the subject of brainstorming with your teams, for example, which you can supplement with an in-depth analysis of your keywords using the tools that Google makes available.
In addition, it may also be interesting to spot some interesting questions that already have quick answers, but the answers offered by Google could be improved. It is indeed a safe bet that the search engine will favor your answer if it turns out to be more relevant to the user’s question.
→ Compose list articles or detailed FAQs
A good way to make your content stand out for Google robots is to provide content organized in a way that is simplified and pleasant to readers like algorithms. At the top of the ranking will inevitably come list articles which can provide a clear answer to certain questions that can be the subject of a quick answer, or a detailed FAQ which offers a simple and easy to recognize architecture for the algorithms.
Of course, you will have to take care to choose the right keywords when writing your content, but also to include succinct answers and if possible below 100 words in order to put all the chances on your side of being selected. Note that responses in the form of lists are often the preference of the search engine.
→ Integrate interrogative words in your keywords
Like any content that you decide to publish on the web, it should be optimized for SEO to ensure results. And when it comes to quick responses, interrogative type words are of course very important. Do not hesitate to integrate them in your H1, H2 and in your meta descriptions so that your content is more easily spotted in this perspective of rapid response. In general, use your usual SEO tactics to ensure that your content dedicated to your quick response strategy enjoys the best results.
→ Integrate visuals, videos and links
Google always prioritizes quality content, and as you may have noticed, quick responses can already incorporate visuals or videos. It is therefore always very interesting to accompany your written content with so-called more visual illustrative content, and to ensure its seriousness with several authoritative links on the web as a source, especially if you use the results of a specific study for example. Your content will necessarily be favored in its image for the search engine because it will be more easily considered as serious and trustworthy content.
→ Don’t forget to add calls to action (CTA)
The new features of the quick responses can also integrate calls to action, and particularly when the Internet user is invited to download a document which would go into more detail in the subject which concerns the original question. So do not hesitate to integrate these elements if possible to see your conversions take off thanks to the increased visibility that you can obtain with a call to action on a rapid response from Google.
→ Measure and adjust your efforts
Finally, do not hesitate to equip yourself with the right tools and the right monitoring software in order to always analyze the results of your efforts, especially if you have succeeded in making your site appear in a rapid response proposed by the search engine. research. Things change quickly on the web and it is always better to stay alert to gain responsiveness and make any necessary adjustments.
With the few tips cited here, you could easily get a head start on this trend of quick responses that is only tending to gain momentum with new mobile uses and one that is just barely seeing the light. day thanks to the new voice assistants on the market. Not to mention that these adjustments do not require much more effort or resources than quality content and a site optimized for SEO.
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