In August of 2013, Google introduced a new in-depth article function to its results page for searches broad in nature. They categorize these articles as those that deliver true and trusted information within their respective industry. There’s more to it than that, but we’ll get there.
So, you’ll notice that now, when you search for a general subject, a new block of results appears on the page. These are the in-depth articles and they should not only provide high-quality content to searchers, but also add enough detail to give a new perspective or unique vision of the subject.
Here at Climb The Search, our SEO specialists talk a lot about the increasing importance of relevant content and user-friendliness. Much of the reason for this new direction is the ongoing evolution of Google.
Google’s in-depth article function is one of those evolutionary steps that, in due time, we’ll probably come to look back on as a critical phase in the overall improvement of search.
It’s all part of Google’s big plan to, eventually, give searchers exactly what they want before they even have to look for it. In making the necessary adjustments, Google has opened up new doors and has allowed for a more conversational tone.
It’s up to you to speak the right language and chime in for yourself.
Google always does its homework.
That big plan of Google’s that we mentioned, and its ongoing evolution, is the result of their constant research into what it is that certain people are searching for and why.
Google has done many studies overtime that have caused them to redirect their strategy and methods. Not too long ago, they determined that a good percentage of their searchers wanted detailed, long-form content, rather than a quick, succinct answer to a specific question.
That’s the thing about the search engine giant; they genuinely want to make the search experience easier and more efficient. That’s what all of their changes and algorithm updates are ultimately about. They research and try to change accordingly.
Trust our SEO specialists when they say, “In Google we trust.” The search engine has done their homework and they’ve got the right intentions. It’s up to you to keep up with the pace and give yourself the best shot at acquiring a powerful web presence and growing your business online.
For a piece of content to be considered an in-depth article, it can’t just be related to a vague topic in some way. That wouldn’t be much of an improvement on Google’s part. No, there are actually certain demands that must be met in order for content to appear in this section.
First off, long form content goes a long way. This means that not all, but at least some of your pages should contain 2,000 to 5,000 words. That may sound like a lot to the average blogger, but that’s partly how the search engines determine if the content is truly valuable.
Also, images are a must. It should be no secret that Google loves media of all kinds, so one image, at the very least, gives Google the right idea.
It indicates that you’re not solely concerned with delivering accurate information, but in doing it in a way that keeps the audience entertained and immersed.
You also want to mark up your content with Schema code. You want to make sure the web crawlers can easily understand and index your web pages. Like with any piece of content, make sure to properly optimize all the key parts of your web page elements, such as the headline and image description.
In-depth articles are great, but there’s always a downside.
One of the major downsides of the in-depth article function has to do with the fact that the keyword phrases that return them are very general. So, their actual conversion rate can be lacking because the visitor may have never had any intention of purchasing anything anyway.
Let me explain: When the search terms are broad, the user intent is all over the map. They could be looking for a job just as easily as they could be looking to purchase products or services.
For example, a search term like – SEO company in NJ – could come from a person looking for work at such a place, whereas something like – hiring an SEO company in NJ – makes the user’s intentions clear and would probably be a more beneficial phrase to target.
However, the in-depth article section doesn’t appear in all searches, only those for the broader search terms. So, if your piece manages to make it into this section, you run the risk of your content doing what it takes to attract an audience, only to find that they never had any intention of converting to a customer in the first place.
If you need some help, let our SEO specialists here help guide you through the keyword development process to see what the best fit for you and your company is.
Google’s in-depth article function is the future, when applicable.
The bottom line: Google is trying to take the search process a step further, to the next level, by determining not just what people want and delivering it efficiently, but why they want it.
The search engine is moving away from simply giving the best results, now they want to give the most appropriate answer, and they want to do it before the searcher even needs to ask the question.
If your industry is suited for the new in-depth article function and the way it responds to broad searches, then do yourself a favor and get accustomed to what it takes to create one, or talk to the Climb The Search SEO specialists and let them show you.
Now, if you churn out high-quality content, content that meets Google’s standards for what it means to be considered in-depth, you’ll find that the search engine has given you a secret passage to page one. Use it!
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