Do you see what we did there? We asked you a question, about questions. Is your head getting dizzy yet? Joking aside, the title of this blog post is an important question for many online business owners, even if they don’t realise it yet.
You see, asking yourself a question is a great way to ‘hijack’ your thought process. All of a sudden, you’ve stopped thinking about whatever you were thinking about before, and you’re instinctively attempting to answer that question.
Questions, then, are very powerful things. The asking and answering of questions is central to the human experience – whether we’re greeting someone with “how are you?”, or asking a friend or relative whether they would recommend a particular product we’re considering buying.
Let’s do a little experiment…
Think, for a moment, of a question that may have been ‘hijacking’ your own thoughts lately, and perform a Google search for it. Just as an example, if you’re interested in purchasing a house, you might search for “how do I buy property in the UK”.
When you do, the likelihood is that you’ll see not just the usual organic listings related to your query, but also a section with the heading, “People also ask”.
In the instance of the aforementioned question, we saw such further questions under this heading as “Can I buy property in the UK as a foreigner”, “How do I buy a house for the first time UK”, and “How can a single person buy a house in the UK?”
You’ll probably see a downward arrow to the right of each of those additional queries Google has listed. Click on it, and you’ll see text in response to the given question, and a link to the source of that information.
The answer, then, to the question of whether asking and answering questions could help your own brand’s search engine optimisation (SEO), is “yes – very much so”. After all, the evidence is right there in front of you of how much Google values questions and answers when it is seeking to bring relevant details to human searchers.
So, you know now what to do…
…ask and answer questions! Consider what questions members of your target audience are likely to want answers to, and answer them through the content your brand produces for its website, blog and social channels. Perhaps there are questions you could answer about specific products or services of yours, or broader questions starting with “What is…” or “How to…”
It’s been said that it was the BERT algorithm update in 2019 that gave Google the ability to understand and recognise questions. Whatever it was that made questions and answers so fundamental to the search results Google throws up, it’s clear that this is something brands from across the sectors should be tapping into, if they take seriously their SEO fortunes.
For a more detailed discussion about how we can help your organisation to get more out of its web presence, never hesitate to contact the Jumping Spider Media team. We’re always available via phone or email.