Late last year, I wrote about the powers of Google’s BERT update and why it’s such a boon for web writers.
I speculated that we should create FAQs by answering a whole swathe of questions drawn from Google’s “People Also Ask” feature… and that by doing so, we’d increase our chances of appearing in Featured Snippets, or in the “People Also Ask” section of Google’s search.
I recently ran a test to prove my theory.
The Test: Established Champion vs. Up-and-Comer
I used two posts as samples.
One was a new article about sizing automotive cables, complete with a detailed FAQ section. It’s aimed at the DIYer who wants to add electrical accessories to their vehicle.
The second was a popular article about solar panels. It consistently ranks in our top five pages. I added a detailed FAQ section, saved as a draft then re-published it.
Now the second article already had lots of traffic… it had a head start over the first article.
All questions for both articles were taken directly from Google’s “People Also Ask” or Featured Snippets.
The Results: You CAN Take on Big Companies and Win
We’ll look at both in detail.
The new article (about auto wiring) is steadily gaining more impressions over time, while the CTR (click-through rate) has stabilized. So Google shows this article in its search results more frequently as time goes on.
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