Google likes problem solvers
As Google gets better and better at understanding what people want, marketers will need to take an approach that puts solving their customers’ problems first.
Luckily, Google is already starting to leave clues about what your customers want to see from your company. 🔎
Using these suggestions to start taking action and showing up for your customers at every step of their journey will put you ahead of the curve.
The job of every marketer today, whether they work in PPC, SEO, CRO, or content, is to solve people’s problems. Google is taking note of companies that are doing it well, and companies that are leaving people disappointed.
With the help of AI, machine learning and years of data, search engines are getting better at predicting what people want.
The good news is there are a few places you can start looking to see what your customers want, so you can then deliver.
Clue #1: Comparison search queries
Examine the top organic results. The “organic” part is essential here.
Wil Reynolds, Seer Interactive founder, put it best:
“When you want to rank on Google for something organically, they make you solve that person’s problem… but if you are willing to give them money, they’ll just let you show up for it all day long.”
Queries like “best CRM software” or “best wireless headphones.” They are popular, and people are interested in them. Emulate them.
Emulate the first organic results, not the ads at the top. Those are usually only mildly relevant, if at all. Like in the picture above. Links 1-4 are ads, and they are nothing like the organic results. They provide value only to the advertiser (customers) and Google (advertiser’s money).
Clue #2: “People Also Ask” box
It’s that expandable box of search queries related to the original search.
On your site, answer more of your users’ questions. Even if only partially related to the topic.
Or create a better pop-up experience. Instead of showing a newsletter pop-up, show the most popular content related to what’s on the page. Your own “people also read” version of the box.
In short, just be a problem solver. Google likes those. And now it’s getting better at recognizing them.
Google Is Leaving You Clues to Help You Rank Higher – Know Where to Look