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 Source: This article was published searchengineland.com By Barry Schwartz - Contributed by Member: Jennifer Levin

New markup from Schema.org including HowTo, QAPage, and FAQPage can be used to potentially show your content in Google in a brand new way. Google previewed this in Singapore a couple weeks ago.

Google has confirmed with Search Engine Land that it has been testing for the past several months a new form of search results snippets — the way the search results appear to searchers. These new search snippets are in the form of FAQs or frequently asked questions, Q&A or question & answers and How-Tos.

Akhil Agarwal notified us about this feature on Twitter, and Google has just sent us a statement explaining the test. Here is the screenshot presented at a recent Google event in Singapore:

A Google Spokesperson told us:

We’re always looking for new ways to provide the most relevant, useful results for our users. We’ve recently introduced new ways to help users understand whether responses on a given Q&A or forum site could have the best answer for their question. By bringing a preview of these answers onto Search, we’re helping our users more quickly identify which source is most likely to have the information they’re looking for. We’re currently working with partners to experiment with ways to surface similar previews for FAQ and How-to content.

These new snippet features give more insights into what the searcher can expect from that web page before deciding to click on the search result. Webmasters should be able to mark up their content with structured data and to have their search results be eligible to have the question and answer previews shown. Similar to how supporting metadata around the number of upvotes and the Top Answer feature works.

Google will soon open up an interest form to allow publishers and webmasters to participate in the FAQ and How-to formats shown in the screenshot above.

Categorized in Search Engine

Source: This article was published searchenginejournal.com By Matt Southern - Contributed by Member: William A. Woods

The rate at which Google shows its “People Also Ask” search suggestions, aka “Related Questions”, jumped by 34% this week.

According to data from Moz, Google’s Related Questions are now shown 43% of the time.

Dr. Pete Meyers@dr_pete

Big increase (+34%) in Related Questions ("People Also Ask") on Google SERPs last night. They're on a whopping 43% of all SERPs in the MozCast 10K data set. This number rises and falls, of course, but I've hand-checked and confirmed the increase--

To put that in a different perspective — one out of every two or three searches will now display “People Also Ask” suggestions.

Putting it yet another way — Related Questions are now the fourth most commonly displayed Google search feature out of all the features tracked by Moz.

As you can see in the image above, Related Questions are now shown almost as frequently as AdWords.

Just so we’re all on the same page, this feature is not the same as the “People Also Search For” suggestion box. Although the wording is similar, they are two distinctly different features.

This data strictly applies to the “People Also Ask” suggestion box, as seen in the example below.

What makes this feature unique is that each suggestion has a drop-down button that can be clicked on to reveal a search snippet.

Therein lies the opportunity for SEOs and site owners. With this feature now appearing more regularly, it gives content creators the opportunity to drive traffic by targeting related terms.

For example — instead of going after a highly competitive query with a new piece of content, you might want to consider other ways that question might be typed into Google.

A related question could be less competitive, giving you the opportunity to gain exposure by possibly appearing in the “People also ask” suggestions.

Since this feature usually appears near the top of the first page, ranking for a related questions suggestion could be highly valuable.

Categorized in Search Engine

It’s time for the first meeting with the customer. You may be a seasoned search marketer, but you’re still a little nervous. How do you achieve that perfect balance of getting the information you need while still exuding an aura of consummate professionalism, knowledge, and generally make yourself seem like the search Dalai Lama?

First, realize that the real Dalai Lama feels no need to prove himself, he just *is*. Project an aura of confidence, and realize the most elusive concept in our industry. It is not about you, it is about the customer.

Sidebar: Even if you’re an in-house marketer, you can still use these techniques. Pretend your VP of Product Development or someone similarly entrenched in the product/service is your “customer”.

Similarly, that first meeting should be all about the customer. This is your best chance to get an outsider’s perspective of how your customer views their products and what language they use to describe them.

After this first meeting, you’ll be an insider, and asking some of these questions will make it seem like you don’t know what you’re doing. So let your customer do most of the talking.

As you listen to the answers, jot down key phrases, jargon, and abbreviations they use to inform your keyword research later. Don’t forget to ask them to clarify anything you don’t understand.

 

Note that this is by no means an exhaustive list of questions you should be asking; merely a sample of questions for keyword research purposes.

Question 1: I’ve reviewed your website, and have learned about your business. However it always helps to hear you explain it in your own words. So, Mr. Customer, how would you describe what you do?

The answer to this is likely to be the same words you read on their website or see in a brochure. Point out any jargon that you don’t understand, as this will set the stage for later, when you tell them they need to change the way they describe their product.

Question 2: In your opinion, what is it that makes your product/service special? What differentiates you from your competitors?

These are their value propositions; the key elements that need to come across on their pages to compel a conversion. If one of them is that they offer the lowest cost, then you know to research keyword modifiers like [cheap], [low cost], [price]. Alternatively, if they’re not low cost, you know to avoid these keyword modifiers. More on this in my next article.

Question 3: What do you think are similar services/products that you do not consider competitors?

The keywords that come out in this answer will help you refine the research. Often, keywords that are very similar may have a completely different meaning in a particular clients’ industry.

For example, “phone lines” and “phone trunks” are very different and each appeal to a distinct target market. You’ll only want to explore the right one in your research.

Question 4: Which products/services are most profitable for you? Are there other reasons (inventory, seasonality, location) that you would want to push one product/service over another?

Again, the answer to this question will help focus your research. Spend the most time expanding and refining the products that the client indicates are most important. This can sometimes save you from exploring an entire product line, if the customer says something like, “Product A is a necessary evil. We have to carry it, but we also have to price it below cost.”

Obviously, that’s not an area you want to focus on. You’ll include some keywords to be thorough, but you’ll spend more of your time on the “money” keywords.

Question 5: What do you think are your top ten most important keywords?

Ask for ten keywords. The reason for this is that some customers think they need to rank for their entire keyword universe of 1000 × 10100 keywords.

On the flip side, there are clients that think they only need to rank for one keyword and it will solve all their problems. Chances are that’s a virtually unattainable keyword like “tablet”. This question will help you determine which type your customer is, as well as let you know what keywords absolutely must be included in your final research.

Asking these five questions will complete a formidable amount of your keyword research before you even sit down at your computer. It will also help you focus priorities and set realistic expectations with the very first client meeting.

http://searchengineland.com/5-questions-to-streamline-your-keyword-research-106817

Categorized in Online Research

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