Google is trying to answer more queries themselves

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That means marketers need to be much smarter and more focused in their keyword targeting and research. Choosing words and phrases that Google can’t instantly answer, that can’t be cannibalized, and that can’t be stolen. I think that’s going to mean more SEOs are going to focus on content marketing and brand demand generation.


That way, more people are going to be searching for your brand, and there’s going to be a lot more people trying to figure out how to drive other types of traffic, not just SEO. Izzi Smith - Practical Insights into Winning Featured Snippets Izzi explained why he loves featured snippets and why we should too.


The reasons he loves them are advantages of our nurse data because they are simply amazing: they bring more traffic, more conversions, more brand awareness, more mobile voice search. Izzi Smith – Practical Insights into Winning Featured Snippets - BrightonSEOIzzi Smith - BrightonSEO, September 2018 It is crucial to identify the right queries and evaluate current and potential rankings (via GSC in Google Analytics).


Talk to your customer support and sales teams to see what questions they are asking and do research using tools like Answer the Public. Evaluate the intent of the query and focus on keywords with click-through intent.