According to Stone Temple Consulting, rich answers appear on 19.45% of Google search results out of the 850,000 keyword queries used to trigger these.
The percentage may not be as high at the moment – most of the rich answers appear on search queries for song lyrics. However, there is good cause to believe that its number will only increase in the future. Since Google has made its intention of providing value to its users clear, rich answers provide the most relevant information based on the search query.
How to rank for rich answers: Northcutt Consulting Group has broken down the most relevant factors for ranking on rich answers.
Google answer box
The first point is important. Optimizing for rich answers requires you to optimizing for your target keyword as well. Getting your page to rank on the first page of search engines will increase your chances of getting into the rich answers box.
The post at Northcutt is not the definitive way to rank for the rich answer box since we are dealing with Google algorithm here, after all. Its algorithm can never be reduced to an exact science consider of how unstable it is. However, the post should give you a good idea of how you can increase your chances of getting your page on top the top of search results.
Review Google's other featured content
Keep an eye on the Mozcast Google Feature review for other types of content that features within Google results. Rich Answers are referenced here as 'featured snippets'. A similar feature is 'Related questions', showing how our articles should try to cover these questions. Images and videos are other better known ways of gaining cut-through in the SERPs for some search terms - check which are important for your industry.
Improve user engagement
Ever since, marketers have always speculated user engagement as a possible ranking factor. This covers the average time on site, bounce rate, pogo sticking, and others.
For conversion, it is a proven factor that determines the effectiveness of page elements that contribute to the chances of visitors committing to your call to action.
However, what makes this factors difficult to measure in search engines is the lack of data supporting it.
User engagement is too indirect an influence on search rankings. Nonetheless, it is something that all website owners need to optimize if they are serious about getting more out of their SEO efforts.
“User engagement is just as important as any other on-site element in this day and age,” says Matt Banner of On Blast Blog. “If a visitor enjoys your website, they'll stay on your site longer, visit more pages, help contribute to a lower bounce rate for your site overall, and most likely become a returning visitor.
“All of these positive elements factored together combine for a type of website that Google wants to rank highly in the search engines. If the user finds the website beneficial, you can bet Google will as well.”
How to rank with the help of user engagement: To help improve your site performance, in the long run, using user engagement as a factor, you may need to use tools to gain insight on how much interaction your site pages is getting from visitors.
Heatmapping quickly comes to mind when thinking of user engagement. The idea here is that the more clicks a page accumulates from its links, the more interaction it has with users.
Tools like SumoMe Heat Maps and CrazyEgg are great ways to break down the number of clicks made by users on your tracked site pages. From here, you can see which links are clicked the most and least. You can then optimize your site by improving your CTA links and buttons based on the accumulated data.
To analyze visitor engagement with your site pages, the SumoMe Content Analytics is an extremely helpful tool in looking how many of your site visitors scroll down until the very end of the page. From the data, you can also find out which part of your page where 50% of your visitors leave. Determine which elements of your site pages serve as obstacles that prevent visitors from scrolling down your page and optimize your site as you see fit.
Mobile App Optimization
The mobile market is big. So big, in fact, that Google is still figuring out how to provide mobile users with a better search experience.
The so-called 'Mobilegeddon' or more accurately Google's Mobile-friendly update is a step towards this direction, as site owners are encouraged to develop mobile or responsive designs to increase the site’s loading speed on mobile
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