Answer
May 21, 2024 - 01:23 PM
Google communicates that it wants to reward content that gives the visitor a great "experience".
Google communicates in it's original Helpful Content Update announcement that the Helpful Content initiative's goal was to do the following:
"The helpful content update aims to better reward content where visitors feel they've had a satisfying experience"
That update became the 2023 "Helpful Content System" which turned that into one of their signals in their automated ranking signals and since then that has been distributed to be various signals within their core ranking systems to determine the helpfulness of content and of each website.
They continue to reiterate that it's about the experience which is their main purpose, for example...their guide in creating helpful content says:
"Google's core ranking systems look to reward content that provides a good page experience"
So....as you can see above...it's not just about the content existing on a page...it's about the experience that a searcher has when they get to the page and does that fulfill the primary intent of their search. If you have two pages and one page better fulfills that intent with a great experience, that page should win over time if Google sticks to what they say is important for them...and we've seen that play out.
Related to product information, if your primary search intent is for the information before you get to the product....it's going to be a better experience to get to a page which is focused on fulfilling that specific informational search and then being led effectively to more information or the purchase...both of which are on the product page. So, that is the value of the Q&A landing pages that Answerbase spawns for ecommerece sites is that for Q&A that does have search demand for that specific information.....we can service that as the "MC" (main content" of the page....and then effectively lead them to the sale. Those landing pages better service the visitor within the search results...as they understand there is a specific page that addresses their need through the page title as shown here:
So, the searcher will more likely click into the content that they're more confident is going to provide them with the primary purpose of their search. We see this play out in click-through rates to the Q&A landing pages....where we see on average those landing pages have 121% higher click through rates than the rest of the merchants' site (you can do a filtered performance search in Google Search Console for the Q&A subdirectory or subdomain and then compare that to the site as a whole).
We've consistently seen growth of those landing pages and the traffic to them for customers who are providing great answers. At the end of the day, it's all about satisfying the customer with great content....and Answerbase provides that through (1) autosuggesting answers from product Q&A and product information when it's available and then (2) ensuring that content goes to work for you so it can lift SEO for both your product pages and Q&A landing pages.
Google communicates in it's original Helpful Content Update announcement that the Helpful Content initiative's goal was to do the following:
"The helpful content update aims to better reward content where visitors feel they've had a satisfying experience"
That update became the 2023 "Helpful Content System" which turned that into one of their signals in their automated ranking signals and since then that has been distributed to be various signals within their core ranking systems to determine the helpfulness of content and of each website.
They continue to reiterate that it's about the experience which is their main purpose, for example...their guide in creating helpful content says:
"Google's core ranking systems look to reward content that provides a good page experience"
So....as you can see above...it's not just about the content existing on a page...it's about the experience that a searcher has when they get to the page and does that fulfill the primary intent of their search. If you have two pages and one page better fulfills that intent with a great experience, that page should win over time if Google sticks to what they say is important for them...and we've seen that play out.
Related to product information, if your primary search intent is for the information before you get to the product....it's going to be a better experience to get to a page which is focused on fulfilling that specific informational search and then being led effectively to more information or the purchase...both of which are on the product page. So, that is the value of the Q&A landing pages that Answerbase spawns for ecommerece sites is that for Q&A that does have search demand for that specific information.....we can service that as the "MC" (main content" of the page....and then effectively lead them to the sale. Those landing pages better service the visitor within the search results...as they understand there is a specific page that addresses their need through the page title as shown here:
So, the searcher will more likely click into the content that they're more confident is going to provide them with the primary purpose of their search. We see this play out in click-through rates to the Q&A landing pages....where we see on average those landing pages have 121% higher click through rates than the rest of the merchants' site (you can do a filtered performance search in Google Search Console for the Q&A subdirectory or subdomain and then compare that to the site as a whole).
We've consistently seen growth of those landing pages and the traffic to them for customers who are providing great answers. At the end of the day, it's all about satisfying the customer with great content....and Answerbase provides that through (1) autosuggesting answers from product Q&A and product information when it's available and then (2) ensuring that content goes to work for you so it can lift SEO for both your product pages and Q&A landing pages.
