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Can Questions and Answers Boost Your Rankings?

November 2018

Do you have question-and-answer (Q&A) content on your website? If not, now is the time to add it. Q&A content, when executed correctly, can deliver big SEO boosts for your website. In this post, we will take a closer look at what Q&A content entails, how to incorporate it into your content strategy, and why readers often respond to it.

Related: Why Functional Web Design Is Essential for Your Law Firm

How Does Q&A Content Work?

There are two main ways that Q&A content can work on your website.
The first strategy basically takes an FAQ (frequently asked questions) approach. You figure out the questions that your customers or clients are already asking and make a point of answering them with written content pages. Some businesses create one long FAQ page where they answer 15-30 common questions in one place. Other businesses make a list of frequent questions and then use each one as the jumping-off point for a new blog. Either approach offers opportunities to deliver informative, keyword-driven content that is geared directly toward a user’s needs. All these factors are very healthy for your SEO.

The second Q&A strategy is to create a page or a forum where customers can actually submit questions in a public fashion. On an ecommerce page, a Q&A session might see customers asking about specific sizes (for clothing or apparel) or product features (for many other products). You can then assign someone from your team to go through and answer questions, or you can rely on other customers to provide the answers your users are seeking. This type of Q&A strategy spurs social interaction and engagement, while also giving customers a voice to comment on your products or services. Depending on the questions that users are asking, you might also use this more social channel as a source of ideas for your FAQ/question-driven content.

Why Q&A Content Is Powerful
In recent years, Google has started paying more attention to long-tail keywords, largely because a lot of people are typing questions into their Google search bar. Rather than searching a generic term like “iPhone,” a customer is more likely to enter a question-based search, such as “How much does an iPhone cost?” or “How can I extend my iPhone battery life?” A similar trend is affecting many businesses and they are using their websites to leverage the change to improve their rankings. In the legal services world for instance, the generic term “traffic law” is difficult to rank for, but you might find that you can do better ranking for a keyword search like “How do I fight a speeding ticket in Pennsylvania?”

The key to ranking for question-based searches is offering high-quality Q&A content that answers the question the searcher is asking. Providing detailed, helpful answers to questions that searchers are asking will improve your dwell times, trigger social media shares, and flag your business as an authority in your industry. Since you are addressing very specific question-based keywords, you will also be getting a boost in the rankings. Best of all, you will be inspiring readers to spend more time engaging with your site—hopefully bringing about valuable conversions.

Are you interested in making Q&A content a central part of your business’s content strategy? If so, Inherent can help. Contact us today to get started.