Content Marketing

Why You Should Optimize Your Content for Q&As

Keeping up with Google’s latest search trends can be like a game of cat and mouse. At the blink of an eye, just when you thought your website content met all of Google’s needs, it’s time to get back to the drawing board.

A staggering amount of information is available online today, and the way we search for—and find—that information has become more advanced with help from innovations such as Google’s voice search. Using cutting-edge technology like Siri, Ok Google, smartwatches, and Amazon’s Alexa, people are now able to speak directly into voice search-capable devices, triggering top responses to one’s queries to be read back aloud. Most often, the responses selected to be read aloud are found in the form of a featured snippet, which is the box frequently seen at the top of Google search results. This box tends to contain information that Google deems most applicable to a user’s search.

As Google vastly improves its understanding of the natural language, the use of voice search for Google-based queries will continue to skyrocket, making optimizing website content for question-based searches even more important. The good news is, this unique method of surfing the web can help medical and dental practices pinpoint what patients are searching for, providing the opportunity to answer popular questions by optimizing their content for Q&As.

Take a look at a couple of reasons why it is crucial stay abreast of these rising search trends and incorporate Q&As into your content marketing strategy.

Increases Your Chance of Inclusion in Featured Snippets

The way people currently search for answers online has changed how search engines crawl websites looking for relatable and reliable information. A great tactic to boost your chances of ranking for particular key terms is adding FAQs to treatment pages. Optimizing content with high-demand questions—as well as straightforward, easily digestible answers to said questions—tells Google that your page may offer the information a viewer seeks. Q&As that are recognized as top results by Google are more likely to be displayed as a featured snippet, where the result is placed at the top of Google’s search results and also read aloud by voice search-capable devices.

Allows for a Good First Point of Contact

Adding several FAQs to an existing page is a great way to directly address common inquiries and improve your visitors’ overall user experience. As the first point of contact, a treatment page packed full of helpful information can make your practice appear more knowledgeable and credible on the topic than competitors—potentially establishing you as an authority on the subject. In turn, prospective patients may be more inclined to schedule a consultation for additional information from your practice regarding specific topics, effectively bringing them through your door.

While the ongoing journey of bringing the world’s knowledge to the tips of people’s fingers continues, technology will keep advancing, and trends will keep changing. As you work to optimize your content for the latest search trends, it is important to understand your audience’s needs, provide clear answers, and create an all-around great user experience. By doing so, search engines are more likely to recognize you as a reliable source for answers to common queries.

Want to learn more about how optimizing your content for Q&As can benefit your dental or medical practice? Contact Rosemont Media today!

Kelsey Meksto

About

Kelsey arrived at Rosemont Media with multifaceted writing experience in hospitality, health and wellness, politics, and news. She attended San Diego State University in her hometown, San Diego, as part of the Women’s Rowing team. After earning her degree in communications and years of being spoiled with close to perfect weather, Kelsey continued her life on the water as a rowing coach while also pursuing her career in writing. Kelsey has a great passion for the water, but she’s also an adventure junky, movie connoisseur, and food enthusiast. She can often be found engaging in alternative activities such as hiking, yoga, camping, and speed walking to the nearest food destination.