Achieving position 0: Optimising your content to rank in Google’s answer box

Abstract

In response to an ever-growing expectation of instant gratification among users, Google began using ‘answer boxes’ in its search engine results pages (SERPs) as early as 2013. Today, Google includes these features in nearly half of the SERPs for some types of queries. More prominently placed and conspicuously designed, answer boxes (also known as featured snippets, position 0 or the instant answer) frequently steal clicks from the result in position one. Additionally, these instant answers are also used for voice search results on devices like Amazon Echo and Google Home. Reliant on organic traffic, content marketers must adapt their content to perform well in Google’s answer box to stay relevant. This paper provides a four-pillar strategy for dominating Google’s position 0 through audience research, competitor research, content optimisation and technical optimisation. Included are actionable steps to identify the customer’s greatest needs, leverage Google’s powerful machine learning and take advantage of competitor weaknesses to increase answer box appearance. In addition, readers will learn the challenges of measurement with the answer box and voice search, which may lead to decreased traffic while increasing influence and return on investment.