Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

Google to Allow Q&A Directly in Search Results

Google to Allow Q&A Directly in Search Results Blog Feature

Justine Timoteo Thomas

Director of Training, Host of Creator's Block Podcast, 10+ Years of Project Management Experience

March 21st, 2019 min read

Google may be rolling out a new interface that allows web users to ask questions directly on the search engine results page (SERP) and answer the questions posed by other searchers.

q-and-a-on-google-1552910096

What does this mean for marketers? Will your traffic take a nose-dive if users are finding answers directly on the search results page instead of clicking through to your site?

Or will it open the door to better engage with your target audience?

Why Marketers Shouldn’t Be Too Surprised

“People come to Google seeking information about all kinds of questions.”

This was the message included when Google announced last December that it “developed a new rich result type for question-and-answer sites…[where]search results for eligible Q&A pages display a preview of the top answers.”

Google is essentially allowing searchers to pose questions and then also answer asked questions directly in the search results.

Think of it like a forum or support/help message board directly in your search results.

google-update-question-answer

Google’s algorithm for the results page has changed dramatically over the years, all to better cater to the searcher. At the end of the day, Google wants to see content that answers what searches are directly looking for and this is the next incarnation of that.

When it comes to creating content, the method we proudly preach (and follow) here at IMPACT is the core message of They Ask, You Answer -- you need to create content that answers your audience’s questions.

Now, I know many of you are already doing this with blog articles, videos, podcasts, and more, but extending the option for people to answer questions directly in Google may be a game changer.

Though you won’t be able to “control” the conversation, you will be able to be a part of it and educate searchers well enough to provide the best answers.

What Could It Mean for Marketers?

Of course we all want to better serve our audience and customers, but as marketers, we also aim to drive real results for our business. A super simplification of digital marketing is more traffic means more leads, which means more sales opportunities.

But what happens if we start losing traffic? What happens if users are getting the answers to their questions without actually going to our site to find them?

Marketers will need to learn to pivot… again.

via GIPHY

Like we saw after the introduction of position zero or Featured Snippets in Google, it wouldn't be far-fetched to think that if people are getting their answers directly in the search results, they're less likely to click through and organic traffic may take a hit. 

Don't be too distraught though! If we’ve learned anything over the years, it’s that we must be ready to adapt to how people are buying. 

If the future means buyers are remaining more on Google and less on our sites, then that may lead to us investing some of our team’s time in answering questions there.

How Can You Leverage This New Format?

The answer is simple -- continue to answer your buyer’s questions.

Your brand content should already be doing this by answering questions related to the top five topics that we’ve shown to be the biggest drivers of traffic.

And now you may have a bigger opportunity by answering searcher’s questions directly on the SERP.

t-q-and-a-on-google-1552910103

Now, we don’t know when this will be rolled out entirely. A similar format was initially seen a year ago in India and “other countries where Google may not have as vast of a web index to provide answers on any and every topic,” but we could be seeing it more broadly soon.

If the Q&A format rolls out internationally, you may need to reconsider your team roles to ensure someone is responsible for directly answering questions you want to provide input and value on.

Since we don’t know when this Q&A format will become a reality for all, I recommend continuing to create your content with the one end goal in mind of answering your audience’s questions.

Because at the end of the day, that’s what we should all aim to do.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
The tools, education, and community you
need to master They Ask, You Answer.
Check it out
The tools, education, and community you need to master They Ask, You Answer.